ADVAN African Awards rewards ingenuity, excellence
By Felicia Nwosu
The Advertisers Association of Nigeria (ADVAN) has held its 2022 African Awards for Marketing Excellence amidst glitz, glamour and entertainment as a celebration of hard work, outstanding performance and ingenuity. The prestigious event recognised and rewarded outstanding achievements in the Nigerian marketing communication industry, and, by extension, on the African continent. The continental event which was held on Sunday, 20 November, 2022 at the popular Muson Centre, Onikan, Lagos.
This year’s edition, which had the theme: “Marketing as a Tool for Sustainable Economic Development,” marked the eleventh in its series, and was graced by notable personalities, brands as well leaders in the marketing space.
The keynote Speaker, Olu Akanmu, President and Co-CEO of Opay, while dissecting the theme, reaffirmed the role of marketing in developing and growing the economy. He noted that marketing has the ability to define various institutions that could put a nation’s economy on the path of sustainable growth and build legacies that can enhance the lives of future generations.
Mr. Akanmu averred that in attaining the goals of marketing, professionals should put emphasis on the value addition of the products and services to amplify their relevance to diverse consumers.
“Let us evolve new socially responsible lingo. In financial services, we talk of financial inclusion. Let us also have milk inclusion for those of us in the milk business, let us have detergent inclusion for those of us in detergent business and health inclusion for those of us in the health services business. Let us measure these metrics periodically, their growth or stagnation to prick our conscience about how much we still need to do to make our businesses impact on the lives of our people. So that when the history of our generation is written, it shall be said of us, that we as business leaders rose to the occasion and to the challenge of our time in history and made the responsible difference.”
Recall that ADVAN recently rechristened the award as ADVAN African Awards for Marketing Excellence in order to cover the rest of Africa and position the platform as a continental award for marketing practitioners and organisations across the continent. The body of advertisers also added new categories, including “Excellence in Corporate Branding and Reputation Management; Excellence in Customer Experience; Outstanding Marketing/Communication Professional of the Year; Future Leader of Marketing -Junior Managers, Marketing Team of the Year, and the Judges Choice Award to showcase their marketing prowess.
Recognised and celebrated categories in this year’s edition are:
Consumer Brand of the Year
For this category, according to ADVAN CEO, Ediri Ose-Ediale, out of the total votes received, 200 votes were disqualified while the total allowed votes were 6479.
Under this category for Consumer Brand of the Year, Milo came second with 17%, Indomie got 12%, while the winner as the most loved brand voted by consumers was Maltina.
Brand Extension category:
The nominees were Close-Up, Hypo bleach, Indomie, Kellogg’s, Singleton, Smirnoff, Sunlight and Carex.
Third position was Sunlight. Second position was Indomie and the winner was Kellogg’s.
The Judges Choice Category was won by Goldberg.
Legacy Brand of the Year
Nominees were Guinness Stout, FirstBank, Jonnie Walker, Dettol, Mcvities, Maltina and Haier Thermo Cool.
Guinness won the 3rd position; there was a tie between Dettol and Haier Thermo Cool, while FirstBank won the first position.
CSR Brand of the Year
This category had several nominees such as MTN, Pepsodent, Maltina, Power Oil, Omo, Maltina, and Hypo Toilet Cleaner. Dettol occupied 3rd position, 2nd position was Omo, and MTN won the first position with its popular Yellow Doctor.
Indigenous Brand of the Year
Nominees were Haier Thermo Cool, Maltina, Peak Yoghurt, Hypo bleach, Goldberg, Life lager beer, Golden Penny Flour, Hypo Toilet Cleaner, and Hero lager beer. The 3rd position was Haier Thermo cool, 2nd position was Maltina and first position was Peak Yoghurt.
Digital Campaign of the Year
Peak milk took third position; second position was taken by Budweiser while the winner was Colgate.
Innovation category
Ariel sat on the third position, second position was Colgate, while MTN emerged the winner
Consumer Promotion Category
This was won by Premier Cool, and Hypo Toilet Cleaner made the second position
Industry Builders Recognition Award
Optimum Exposures, Daar Communications, TNT Television, and rare personalities such as Amin Moussalli, Owner of Cool, Wazobia, Nigeria Info FM Stations.
Future Leaders Marketing Team
This had no nominees according to the organisers and so Colgate clinched the marketing team won this category.
Experiential Marketing Campaign of the Year
Goldberg took the third position; Lord’s Dry Gin came second while the winner was Lush hair
Campaign of the Year
Milo beverage occupied the third position, Guinness Stout made the second position and Hero sat on the first position as the winner.
Future Leader:
This category was introduced to build marketing legacy by encouraging and recognising upcoming future marketers. The second position was won by Toyin Adewole; third position was Babafemi Oreoluwa-Davis, while the main winner was Ogundipe Oluwaseun Victoria.
Personality Category:
The personality category recognised and rewarded individuals and personalities who have contributed immensely to the growth of the industry and Dr. Segun Ogunsanya, Group Chief Executive Officer & Managing Director, Airtel Africa Plc., Samuel Akinrimisi, Head of Category, HPZ Limited and others emerged as winners.
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