Creative experts highlight importance of authentic storytelling
By Felicia Nwosu
Nigerian creative experts have highlighted the importance of authentic storytelling in attracting global appeal. They made the disclosure while speaking as panelists on how to take Nigeria creativity to the global stage at the Leories Creative Connect held in Lagos by organisers of Leories awards.
Bolaji Alausa, Partner & ECD at Noah’s Ark, suggested that while embracing storytelling rooted in Nigerian culture is important, blending traditional motifs with contemporary themes that are authentic can appeal to a global audience. He acknowledged the relentless spirit and creativity of agencies participating in global awards, even without immediate wins and urged them to fire on with optimism.
He reminded professionals to stay true to their roots, employ professionalism, and execute top-notch campaigns to positively change the Nigerian narrative. He highlighted the dedication to excellence as a reflection of the industry’s commitment to continuous improvement and showcasing talent on the international stage.
Alausa also emphasized the importance of archiving work for future use and building a resilient for career attitude to enhance and grow one’s craft. He highlighted the need to harness opportunities despite challenges, maintain perseverance even without immediate awards, and strive for excellence in creative endeavors.
Olajumoke Okikiolu, Marketing Manager at AB InBev (Trophy Lager), highlighted the significance of solving consumer problems and boosting brand growth through campaigns that build brand love. She urged professionals to be proactive, seize opportunities, encourage competition, and challenge themselves to develop innovative ideas.
Another creative expert, Esosa Osagiede, Creative Director, Insight Publicis, noted the importance of authentic Nigerian storytelling and collaboration to harness strengths. She called for reimagining Nigerian creativity through deeper insights and storytelling, reflecting Nigeria’s potential in global success stories. Esosa believes Nigerians are making significant marks with outstanding achievements and setting high benchmarks with compelling narratives.
Steve Babaeko, Founder and CEO of X3M Ideas, emphasized the global impact of Nigerian music,u particularly Afrobeat, and encouraged the use of creativity to amplify Nigeria’s diverse heritage and dignity. He stressed the importance of patriotism and respect in storytelling and affirmed the talent and ambition within the sector, urging professionals to uphold professionalism, quality, and cutting-edge technology.
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