Great ideas are born when clients and agencies collaborate- Ndukwe Onuoha

NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.

The 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.

2018 Grand Jury member, Ndukwe Onuoha who the Creative Director for 7even Interactive Nigeria, is a copywriter by day and a poet by design.

Throughout his career, he has created memorable ads for some of Nigeria’s top brands racking up awards along the way and continues to play an active role in creating a new Nigerian advertising culture.

As a Spoken Word poet, Ndukwe’s first body of work, Revolutionary Verses, is available on different online music stores. This interview was conducted by New York Festivals.

What do you expect to learn this year from judging and what do you hope to bring back to your creative team?

Ndukwe Onuoha: I’m always interested in seeing the power of an insight to make an idea so simple and easy to understand that even across different cultures, it still resonates with the Target Audience.

What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?

Ndukwe Onuoha: That will have to be the ‘it’s a Skoda, serious’ by Skoda.  I was amazed that a brand would take something as serious as a negative brand perception and turn it into something to laugh about.  I think that Nigerian brands ought to learn to laugh at themselves a little bit – for starters.

What are your thoughts about clients/brands are creating in-house departments to create their advertising, how will/does this affect the industry regarding creativity in communications?

Ndukwe Onuoha: I’m not a fan of clients/brands creating in-house ‘creative departments’ for the simple reason that I don’t believe that someone is going to have enough balls to disagree with the boss – especially when the said boss has reached a conclusion concerning consumer insights (usually gleaned from a six-year-old daughter) or big idea.  Great ideas are born when clients and agencies collaborate, not when one is taking orders from the other.

Favorite travel destination?

Ndukwe Onuoha: I don’t know yet.  As soon as I get to a place, it becomes the present favourite.  When it comes to traveling, I’m like a child with a new, shiny toy.

What is your mantra for life? 

Ndukwe Onuoha: It’s all good.

If you’re binge watching…what are you watching?

Ndukwe Onuoha: Designated survivor.


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