Lanre Adisa reflects on creativity at 2024 Loeries Awards

During the recently concluded Loeries Awards in South Africa, Lanre Adisa, Founder and CEO of Noah’s Ark Advertising, as well as the President of the Association of Advertising Agencies of Nigeria (AAAN), shared his insights on the evolution of the event and its significance for African advertising. The Loeries Awards, one of the premier platforms for celebrating creativity in Africa and the Middle East, provided a unique opportunity to examine the region’s progress in the global advertising industry.

When asked how this year’s Loeries compared to previous ones, Adisa noted its continued tradition of celebrating outstanding work. He emphasized the broader scope of representation beyond just South Africa, now encompassing Africa and the Middle East. “It’s no longer just about South Africa,” Adisa said. “It’s about the whole continent. However, when you look at how much of Africa is being showcased, you realize the fault lies with us. We need to be part of this success story. Whatever challenges we face—budget, clients—there’s no excuse.”

Adisa also praised the Loeries as a world-class event, noting that winning at such a show could set a benchmark for success on any global stage.

Adisa spoke passionately about the power of storytelling in advertising, emphasizing that while contexts may vary, the essence of storytelling is universal. “Storytelling is about connecting with human beings in a relatable way,” he said. “Take, for instance, the Samsung ad with the spider. It’s a product feature commercial, yet it tells an unexpected story of a nonhuman entity falling in love with technology. That’s what makes it impactful.”

He highlighted how commercials from Nigeria, presented at Loeries, resonated with the audience despite cultural differences. “The commercials touch their hearts. That’s the essence of storytelling—creating a narrative that builds brands and makes a statement.”

As a judge in the print category, Adisa reflected on the ongoing debate about print’s relevance in today’s digital age. While print may not have the visibility of digital media, he asserted that it remains foundational to creativity. “Print is still the root of everything creative,” he stated. “A static medium like print can tell a compelling story and evoke emotions. We saw examples where print was used innovatively, such as the Amnesty International campaign that infused technology into a traditional print format.”

Adisa stressed that print extends beyond newspapers, encompassing posters and other mediums that continue to engage audiences in new ways.

Reflecting on the innovative work showcased at Loeries, Adisa shared his excitement about new developments for Nigeria’s own LAIF Awards. “We’re definitely introducing new categories at LAIF,” he revealed, with one major highlight being the inclusion of a media category for the first time, thanks to a new MoU with MIPAN (Media Independent Practitioners Association of Nigeria).

Adisa’s vision for LAIF is expansive, aiming to transform it into a platform that speaks not just for Nigeria but for the whole of West Africa. “We need to expand beyond just advertising to other spaces,” he said, emphasizing the need for the awards to reflect the “ideas” that the “I” in LAIF represents.

Adisa’s reflections on the Loeries highlight both the opportunities and challenges for African advertising, urging the industry to take full advantage of platforms that celebrate creativity and innovation. As Nigeria prepares for the next edition of LAIF, it is clear that the lessons from Loeries will play a crucial role in shaping the future of advertising on the continent.