African agencies should showcase their creativity, says Unilever Media boss

The Media Director Africa for Unilever, Mr. Enver Groenewald, has said that African advertising agencies need to start showcasing their creativity to the rest of the world.

Speaking to MARKETING EDGE at the just concluded Loeries Creative Week, Groenewald advised that for Africa to show the world that she was a hotbed of creativity and imagination, the agencies on the continent have to flaunt their works.

“It is all about showcasing our creativity. That can only happen when brands and agencies enter awards like Loeries and get awards and acknowledgement. Let’s stop being our own best kept secret. Let’s get out there and celebrate the amazing work, talents and imagination that exist in Africa,” he said.

Groenewald also urged other brands to get more involved in the award ceremony. “One thing we need to push very hard is to see more participation in Loeries for brands and agencies across Africa. I think there is a lot of great work taking place on the continent. I see a lot of great work coming out of Nigeria, Ghana, Cote d’Ivoire and we need to make sure we showcase this amazing brand communication work and creativity. The only way to do that is for the agencies and brand owners to participate and submit entries to Loeries so that we can have an amazing African showcase of creativity.

According to Groenewald, the Unilever Brunch is part of the Loeries week which is a networking opportunity for advertising practitioners, agencies and brands, adding: “Here, we host this Brunch for the industry and all the delegates and attendees of Loeries Week just to come and relax before the awards. People from all over Africa and other parts of the world come together to build partnerships and relationships with the aim of promoting creativity across Africa and we look forward to it getting stronger, better and more exciting year after year.”

The Unilever-sponsored Brunch is now in third year at the Loeries and has become an event which many industry people look forward to during the creative week.