MediaReach OMD boss, Yinka Adebayo charges comedians to imbibe brand culture
The Executive Director of MediaReach OMD, Yinka Adebayo has charged Nigerian comedians to position themselves better in order to deliver more value for brands that sponsor their events.
Mr Adebayo said this at the annual Eko Comedy Festival which held today at the Muson Centre in Lagos. The theme of the festival was “The Future of Nigeria Comedy”.
The event which is organized by ace Comedian Tea A, is an intervention to restructure the comedy industry while preparing the market to be more relevant in the economy and contribute meaningfully to the country’s GDP.
Adebayo who was the keynote speaker at the comedy festival, admonished comedians to target their shows towards delivering measurable return on investment to brands, adding that they must learn to provide data backed proofs of how their events have helped to deliver brand equity to sponsors.
“One of the key things that is important to brands is return on investment. In life what you cannot count, you cannot manage, when they have events, they must provide data of how many people came. They must also think of how to tie such event to sales, so that they can convince the clients to bring their product to their events because they stand a chance to make certain amount.
“There was an event I was opportune to organize for one of our clients at Federal Palace Hotel. The brand we took in there was Springles, before the event started, the guy sold out. Did I need to ask any question whether the activation was successful or not? Those are the kinds of things we need to talk about. When we begin to think about value, we must do so from the brands’ perspective not just from what we will get,” Mr Adebayo said.
Another narrative that dominated the festival was plagiarism, which has plagued the industry for years. Many comedians who attended the event expressed concerns and disapproval on the the level of plagiarism that’s going on in the Nigerian comedy industry and shared ideas on how to minimize or get rid of the practice.
Part of the solutions was for comedians to copyright their major jokes in order to hold each other accountable.
The audience also agreed that if the industry must grow further and be held in high regards, then comedians need to create their own jokes or at least give some credits to the original owners of the joke they use.
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