Exhibitors leverage LASAA 2021 conference for strategic brand positioning

By Felicia Nwosu

It was an aesthetic display at the OOH Advertising conference and exhibition 2021, which kicked off on day one, as exhibitors leverage the event to further reposition their brands for strategic growth in the Out- of- home advertising. The conference organised by the Lagos State Signage & Advertising Agency (LASAA), with the theme: Roadmap for the Growth of Signage and Out-of-Home-Advertising post-Covid-19 in Lagos, was witnessed by key players in the industry and was specially graced by His Excellency, Mr. Babajide Sanwo-Olu, the Executive Governor of Lagos state, represented by his able Deputy, Dr. Hamzat Obafemi.

It was also an avenue for stakeholders to meet minds on how to realise the second pillar of the theme agenda of His Excellency, Mr. Sanwo-Olu’s administration, which focuses on health and environment, operating a smart advertising practice through available technology in a smart city.

With various stands, agencies displayed their brands to attract more clients to increase bottom line and also create image for further positioning. One of the exhibitors, Mr. Olaotan Olamuyiwa, Managing Director of Folham Nigeria Limited, while expressing his excitement about the exhibition, appreciated LASAA for giving OOH advertising the platform to promote their brands, describing it as a rare opportunity.

His words: “This is the way to go. It is a great opportunity for agencies to reposition their brands. Event like this gives agencies the mileage to leverage. It is more of an opportunity to network towards the roadmap for the growth of the industry. ”

He further stated: “Covid-19 was an eye opener and it has created the need to chart new path to navigate and explore the industry through technology.”

While highlighting the theme, another exhibitor, Mr. Samson Adewuyi, Marketing Executive, Top Dignity Int’l Ltd, noted that it was prompted by the dwindling effect posed by the pandemic, adding that the LASAA conference has helped to set a new agenda between the regulatory agency and OOH practitioners.

“This is an opportunity for industry players to rub minds on the various issues bordering the industry and the regulatory agency.

“With events like this, LASAA will be able to know how the industry is faring in terms of its regulations. I commend them for organising this and for impacting the out-of- home advertising.

Mr. Jimoh Tayo, Regional Manager (South), Arith and Paul Advertising Agency, revealed that he has been able to connect new clients and also rebuild existing ones through the exhibition. “This is a good platform to showcase our agency better before those seeking our services. I thank LASAA for this awareness. It will go a long way in projecting us further.”


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