Agencies shine at 19th edition of LAIF
By Abimbola Mohammed
It was a night of glitz, glamour, and splendor in Lagos for the bigwigs in the Integrated Marketing Communications (IMC) industry, particularly the creative ecosystem, at the concluded Lagos Advertising & Idea Festival (LAIF) with the theme: “STAYING A’LAIF” for creativity.
The glamorous 19th edition festival and gala night were held at the Hall Event Center in VI, Lagos, and was well-attended by MARCOM stakeholders, well-wishers, friends, and pressmen.
The event, which focuses on diverse and inclusive creativity, had more participation from other sectors of the industry, including the Media Independent Practitioners Association of Nigeria (MIPAN), West African agencies, and an increase in participation from the Association of Advertising Agencies of Nigeria (AAAN).
Speaking at the event, the Chairman of LAIF, Chukwuemeka Jay, noted that the 19th edition of the LAIF awards marks a significant milestone in their journey towards greater inclusivity.
“The 19th edition of the LAIF awards marks a significant milestone in our journey toward greater inclusivity,” Jay said. “Our achievements under the 2023-2025 board, with the able support of the AAAN, include: the MIPAN partnership, increased participation from AAAN agencies, entries from West African agencies, expanding our regional reach, launching the LAIF academy, empowering accredited agencies, 25 agencies shortlisted this year, up from 18 in 2023, expanded categories to showcase creative genius, LAIF is on an upward trajectory, and we’re committed to pushing the boundaries within the foundations of integrity and transparency.”
“We’re proud of our progress and look forward to committed growth. Your support is crucial to our success,” he added.
Speaking during the event, Lanre Adisa, President of the Advertising Agencies Association of Nigeria (AAAN), noted that the festival is to celebrate creativity and make a firm commitment to the very ideas that drive the industry, shape narratives, and inspire the world.
“Tonight marks the 19th edition of the LAIF Awards. LAIF has grown to become a symbol of excellence, a platform that showcases the ingenuity and resilience of our people’s dreams,” Adisa said.
“Especially at a time when our city is about to stand in the despising challenges of today’s economy. We have much to celebrate and even more to look forward to. The milestone reminds us of the importance of reflection.”
“As we come of age, we must recognize that maturity brings its own set of aspirations. Our aspiration is to transform our industry into one of the major hubs for creativity and innovation in Africa, starting from West Africa. We are delighted to have friends from Ghana and other parts of the continent joining us to spread this message.”
To achieve this, Adisa noted that “we must continue to raise the bar. I am glad to hear that our colleagues are focused on the integrity of their work. For me, that is the way it should be – not just for advertising, but for creativity in all its forms.”
“Remember, it is up to us to keep adding new ideas to the advertising industry. This festival should be a celebration of ideas, a cabinet of minds, and a melting pot of inspiration. We must remind ourselves that we are in a war of ideas – raw power. Ideas are the core of our industry. We need collaboration, the right environment, and the freedom to flourish.”
Speaking on the collaboration of LAIF, AAAN, and other sectors of the industry, Adisa said: “One of the key highlights of this year’s festival is our collaboration with the Media Independent Practitioners Association of Nigeria (MIPAN). Our industry must continue to uphold standards, foster intellect, and create space where creativity is not just encouraged but celebrated.”
The award categories are: Good LAIF, HER LIAF, Digital & Mobile, Film LAIF, Print LAIF, Outdoor LAIF, Audio LAIF, Promo & Direct LAIF, Campaign LAIF and Media LAIF.
The winners of the LAIF Awards 2024 are: Insight Publicis, won the agency of the year with 7 Gold, 26 Silver and 36 Bronze, X3M Ideas with 10 Gold, 10 Silver and 8 Bronze, Noah’s Ark had 3 Gold, 10 Silver and 15 Bronze, Spice 360 with 4 Gold, 7 Silver, 4 Bronze, DDB Lago with 5 Gold, 4Silver and 3 Bronze, DentsuMCMARRYBOWEN 1 Gold, 6 Silver and 3 Bronze, Ideas Origin 4 Gold, 2 Silver and 1 Bronze, SO&U 1 Gold 6 Silver 2 Bronze, 7even Interactive with 3 Gold, 2 Silver and 2 Bronze, Ogilvy 5 Silver and 5 Bronze, Up in the Sky2 Silver 5 Bronze, Digisplash 3 Silver 2 Bronze, Onewildcard 2 Gold and 1 Bronze among others.
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