Leo Burnett Lagos creates upset at LAIF 2016, as DDB Lagos tops medal table
Not many people saw Leo Burnett coming, but after last night’s LAIF award, the two-year old agency has shown that it has the capacity to do great works and it is ready to compete with the frontrunners in Nigeria’s advertising industry.
Leo Burnett wowed everyone at the award as it won three gold medals, against all odds, placing it in a fourth position behind heavy weights like DDB Lagos, Insight Publicis and Noah’s Ark on the medals table. The agency also took home five silver and five bronze medals to round off an impressive night for the young agency.
“When we started, we said to ourselves that as quickly as possible we must be the best in the craft of marketing communications in Nigeria. We are less than two years in the business and we have come out with this kind of success,” Leo Burnett Chief Operating Officer Sam Osunsoko said.
But the biggest haul of gold medals wins belonged to DDB Lagos and Insight Publicis and Noah’s Ark, all of whom won four gold medals apiece. But DDB Lagos topped the table as it accumulated medal wins than it competitors.
The Ikechi Odigbo led agency won a total of 23 medals, including 11 silver medals and eight bronze medals. Insight Publicis came second with 4 gold medals, 8 silver and 10 bronzes. Noah’s Ark had six silver medals and four bronze medals to seals the third position on the medals table.
Steve Babaeko’s X3M Ideas completed the top five slot with five medals, three of which were gold.
DDB Lagos was rewarded for its outstanding creativity on various MTN campaigns, especially the very successful MTN Pulse which won rave reviews from experts. The campaign was adjudged the best entry in the best use of production design and art direction category.
The agency also got the ultimate prize for its innovative campaigns for Wakanow. Noah’s Ark won gold medal for its works on Hypo- for whites only, Boko Halal: Bring Back Our Girls, as well as its impressive campaign for Three Crown, which won gold in the best use of photo manipulation and illustration category.
Each of these creative geniuses have won the Lanre Adisa led agency major accolades and recognitions at international awards like the Loeries and Cristal. Noah’s Ark and Insight Publicis are Nigeria’s most awarded agencies on the international scene in the out-going year.
Insight Publicis for its creative portrayal of Ignis. The 36 year old agency won gold in the best use of art direction category as well as General hardware equipment and electronics category.
One remarkable outcome of the 2016 LAIF is that winners are more widespread. Competition is not just limited to DDB Lagos, Insight and a handful of other older agencies. But newer agencies are demonstrating an unusual creative clout that give even the big operators a cause for concern.
One of such agencies Up in The Sky which was one of the gold winner. Another young agency that had an impressive outcome was 7even Interactive, with three silver and five bronze medals. Majority of 7even Interactive medals came courtesy of the Fidelity bank commercial.
According to the Founder of O2 Academy, Ozone Mbanefo, who was also recognised for his contribution to the growth of the advertising industry, the outstanding performances of the newer agencies, is a function of the reinvention taking place in the industry. “The industry is expanding its tentacles. The beautiful thing about it is that competition is healthy. These guys believe that there are better ways that things can be done,” Mbanefo said.
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