Nigerian ad agencies in tactical competition over creative laurels
Emerging facts from the Nigerian ad industry have revealed that Nigerian ad agencies may have been involved in discreet keen competition over winning creative awards and laurels both home and abroad. Recent developments in the active and busy advertising agencies in the country have indicated a deliberate policy of engagement through filing for entries and nominations with a view to emerging the best not only in the country but also in the continent. Specifically, the creative contests have been more pronounced among top ten performing agencies which cut across the old and new generations.
Aside top rated agencies like DDB Lagos, Insight Publicis and new generation agencies such as X3M ideas, Noah’s Ark communication which have consistently showcased their prowess at the global stage, most agencies have been known to compete and square it up locally. With the hunger for laurels now getting more intense, the stage may be set for ad agencies to haul gold medals at one of the most prestigious advertising awards, Cannes Lion as many practitioners have vowed to improve on their performances so as to be able to compete at that level.
Just recently, no less than three notable agencies got immense recognition for their creative works at the Loeries award held in Durban South Africa. Among the agencies that stood out at the event include Noah’s Ark, DDB and X3M Ideas.
Making a strong showing at the event, Noah’s Ark clinched three awards winning two bronze medals and a silver.
The three categories where Noah’s Ark’s entries won awards are the outdoor, where its Hypo campaign got a bronze medal; it also won another bronze in the print category, where it submitted for Obama Gala and the Queen Gala then a silver print.
These were the same entries that won the agency’s several awards at Lagos Advertising Ideas Festival (LAIF) including the Grand Prix last year.
As a demonstration of its creative prowess in the continent, the agency also made the list of top ten agencies on the Loeries official ranking table standing at ninth position.
Apart from that, the agency’s Creative Director, Abolaji Alausa also got recognition by placing ninth spot on the table for ‘Art Director / Stylist 2016’.
In a similar vein, Insight Publicis won silver for Pepsi Long Throat at WARC awards, the same campaign won two gold giraffes and black giraffe award at Publicis Africa group. Insight also won a global gold award at the EPICA award, while Noah’s Ark won the bronze, X3M Ideas, Insight, Noah’s Ark won various awards at the Cristal award in Marrakech morocco. Noah’s Ark won two crystals gold and three emeralds (bronze).
Similarly, DDB Lagos which was on top of the medals table at this year’s LAIF award was past winner at Loeries and other international awards.
While the level of competition amongst big players for global honours is increasingly growing, the quest for laurels at the home front seems to have risen speedily as new agencies appear determined to challenge traditional winners for the diadem. To this end, many practitioners and agencies have intensified effort as each of them tries to outdo one another, creative wise, in many creative awards held so far. A case in point was the recently held Marketing Edge award where fast rising agencies took many by surprise by carting home several awards. Not only that, LAIF, which is the industry award, have consistently proved to be unique year in year out as new agencies continue to prove that they could give traditional winners a run for their naira by showcasing their creative potentials. Few days ago, Leo Burnet caught many unawares by winning three gold medals beating traditional ad agencies at LAIF 2016.
Findings by marketing Edge revealed that practitioners are now becoming conscious about laurels owing to the importance which many clients now attach to it. Based on that, many agencies are beginning to give much attention to training and manpower development knowing fully well that trainings enhance creativity.
Speaking on the reason for latest rivalry and competition amongst creative agencies for creative laurels, chairman Body of Jury for this year’s LAIF, Mr. Clement Omemu, the chief Executive Officer of Black Sea Advertising, “the Nigerian agencies are not doing the unusual by engaging in creative contests, noting that the local agencies are merely following the global trend.
His words, “it is a global trend. There is keen competition amongst the younger agencies, and even the older agencies who want to prove that they are still nimble and relevant age notwithstanding”.
Omemu who is a permanent member of the body of jury for Loeries award said advertising agencies desire to be distinct has led them to get involve in keener and tougher creative contests. He also attributed this urge to the clients’ continued demand for excellent ideas in promoting the brands.
“the contest for creative laurels by advertising shops is informed by our clients who are opening up to new ideas. They want to see good works, they want ideas that will make their brands standout in the market place, they can recognise good works if they see them and will always ask their creative agencies to deliver,” Omemu further hinted.
On the competition at this year’s LAIF, Clement Omemu, a former managing director of Rosabel and a creative whiz kid said the 2016 LAIF was unique in many respects.
According to him, “what the jury was looking out to reward at LAIF was the concept, originality of the concept, execution and memorability. We were not looking out for anything other than these four parameters. There were some concepts that were good but were not original nor well executed. So for us at LAIF, it was fairly done and very strictly too,” he revealed.
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