Creativity is not declining, it is being starved. That was the central argument advanced by Uduakabasi Akpan, Creative Director of Flow Universal Solutions, speaking during an exclusive interview with MARKETING EDGE ONTV recently in Lagos.

Offering a candid, reflective and at times unsettling assessment, he challenged the widely held belief that originality is fading, describing instead an industry that once pulled people in with irresistible energy but now struggles to inspire the next generation.

According to Akpan, creativity has not disappeared but has become malnourished, weakened by under-investment, rushed execution and an increasing reliance on shortcuts. He dismissed the idea that the internet is to blame for the rise of copy and paste thinking, insisting that originality remains a conscious choice rather than an accident of circumstance.

He stressed that choosing originality requires time, energy and courage, particularly when clients push back against bold ideas.The brand builder  warned that surrendering creative integrity for short term retainers ultimately comes at a cost, noting that agencies that consistently compromise their standards risk diluting their identity and eroding the credibility of the industry as a whole.

When Advertising Was the Place to Be

There was a time when advertising was the place to be. A time when creativity paid dividends, ideas commanded respect, and the industry attracted the brightest minds with the promise of impact, influence, and a life well lived.

Today, that magic feels distant and according to him, Nigeria’s advertising and creative industry must confront some hard truths if it hopes to reclaim its soul.

From Eye Candy to Existential Questions

Akpan recalled a period when advertising was aspirational when practitioners lived visibly rewarding lives and produced work that mattered. “There was a time when this industry was the most attractive place to be,” he said. “That attraction is what pulled people like me in.”

But that allure, he noted, has faded. Today, many young people particularly Gen Z no longer see advertising as a desirable career path. The question, he argued, is not just what changed, but why the industry allowed that change to happen.

“The energy shifted,” Akpan explained. “The people driving the fanciest cars today are no longer creatives. And when you look at the level of investment this job demands time, skill, energy it sometimes begs the question: why are you still doing it?”

The Missing Power of Collaboration

One of the industry’s most underutilized strengths, according to Akpan, is collaboration. He described a system where agencies operate in silos, afraid to leverage one another’s strengths, even when doing so would produce far stronger work.

“You have agencies that are exceptional with words and others that are brilliant with visuals, but you rarely see them come together,” he said. “That marriage is missing.” Beyond advertising, Akpan believes the wider creative ecosystem from Nollywood to animation to design fails to operate as a unified force. “Creativity has many children,” he noted. “Advertising is one,  film is another, animation is another,  why aren’t they playing together?”

Global Competition and the Craft Gap

On the question of global competitiveness, Akpan was unequivocal. While Nigerian creativity shows promise, he believes the industry is not yet ready to compete consistently on the international stage. “There is a huge gap in craft, in attention to detail, in execution,” he said, drawing from his experience on both local and international jury panels.

While he gave Nigeria a pass mark for originality and raw creativity citing Afrobeats and fashion as global cultural exports he was less generous when it came to craftsmanship and effectiveness. “We don’t measure impact well enough, we rarely ask whether a campaign actually changed lives, shifted behavior, or delivered long-term value.”

Creativity Is Not Declining It Is Malnourished

Addressing the widely held belief that creativity is declining, Akpan offered a different diagnosis. “Creativity hasn’t disappeared,” he said. “It’s malnourished.”

According to him, originality has been weakened by underinvestment, shortcuts, and a growing culture of “copy and paste”, a trend he insists cannot be blamed on the internet. “Originality is a decision,” he stated. “A decision to invest time, energy, and courage
even when clients push back.”

He warned that surrendering creative integrity for retainers ultimately erodes both agency identity and industry credibility.

Data, Regulation, and the Creativity Paradox

Akpan rejected the notion that data suppresses creativity, describing it instead as a powerful enabler when used correctly. “Data doesn’t tell you what to create,” he explained. “It tells you where to look. The interpretation is still your job.”

On regulation, however, he identified a persistent disconnect between regulators and practitioners one rooted in differing interpretations of creativity. “There’s a gap in understanding, until regulators and practitioners speak the same language, creativity will continue to suffer unnecessary casualties.”

AI as a Partner, Not a Replacement

On artificial intelligence, he struck a balanced tone. He described AI as a valuable tool that can accelerate workflows but warned against outsourcing originality to machines. “Collaborate with the machine,” he advised. “Don’t let it do the soul of the work.”

According to him, human insight, cultural nuance, and emotional truth remain irreplaceable especially in markets as complex as Nigeria’s.

The Road to 2026 and Beyond

Looking ahead, the creative professional  predicts a restructuring of the agency landscape, with large conglomerates breaking into smaller, more agile units, and younger agencies rising to fill emerging gaps.

But for Nigeria and West Africa to truly compete, he emphasized four priorities: deeper collaboration, cross-sector unity, regional thinking, and renewed investment in craft. “East Africa figured this out,” he noted. “They collaborate, they win, and investment follows. West Africa must do the same.”

Walking Cultural Tightropes

On navigating Nigeria’s cultural sensitivities, Akpan acknowledged that backlash is often inevitable but not necessarily avoidable. “True creativity knows how to walk the line,” he said. “So well that people think they should be offended but they’re not.”

The Man Behind the Mind

Beyond the boardroom, Akpan described himself as a lifelong creative and an extreme sports enthusiast who finds clarity riding motorcycles an outlet he credits with keeping him mentally balanced in a demanding industry.

More importantly, he said, his passion extends beyond personal success. “I want to see Nigeria and West Africa win,” Akpan declared. “I want this region represented properly on global platforms. That’s why I’m here.”