Nigerian advertising agencies: Knocking on the door of Cannes Lion
As the advertising world gradually draws closer to the 2023 Cannes Lion. Can this be Nigeria’s chance to finally land the coveted prize? Joseph Ekeng writes.
Nigeria, the most populous country in Africa, is home to a vibrant advertising industry that has been making waves in recent years. With a population of over 200 million people and a growing middle class, the Nigerian market is becoming increasingly important for global brands.
Many of the country’s top agencies have been creating campaigns that not only appeal to the Nigerian market but also resonate with audiences worldwide. They are known for their creativity, innovation, and ability to create campaigns that stand out. However, there is one elusive prize that Nigerian agencies have yet to win – the coveted Cannes Lion.
The Cannes Lion is arguably the most prestigious award in the advertising industry, and winning it is a significant achievement for any agency. The award recognizes outstanding creative work in advertising and is highly coveted by agencies worldwide.
Nigeria has been making steady progress in the global advertising industry and has won several international awards in recent years, including the Epica, Loeries, African Cristal, The Pitcher Award etc. However, the Cannes Lion remains elusive.
Interestingly, while Nigeria’s barren run at Cannes continues, South Africa and Kenya are proud winners of the coveted prize. Last year South Africa won 12 Lions and 3 silvers. Kenya’s Ogilvy Africa won a gold. Nigeria- the acclaimed giant of Africa- got nothing.
The Cannes Lions International Festival of Creativity is held annually in Cannes, France, and attracts advertising professionals from around the world. The festival showcases the best of the best in advertising, and winning a Cannes Lion is considered the ultimate accolade.
The 2023 edition of the festival is just a few weeks away, and Nigerian agencies have another opportunity to stake their claim in the elite club of the top agencies in the world.
Over the years, Nigerian agencies have been investing heavily in talent development, constantly training and upskilling their staff to ensure that they are equipped to create world-class campaigns. Many Nigerian agencies have also been partnering with international agencies to learn from them and collaborate on projects, enabling them to work on global campaigns and learn from the best in the industry.
The progress made in recent years has been yielding results, evident in the number of international awards won, and jury appointments by some of the top agencies. However, the Cannes Lion remains the most coveted award, and Nigerian is yet to win it. Despite this, there is an increasing optimism that the dream is close to reality.
According to Steve Babaeko, CEO of X3M Ideas, Nigeria has been knocking on the door by making steady progress, and success is just a matter of time. “We are getting there. A lot of cutting-edge agencies are getting it right. That is why the New York Advertising Festival (NYAF), one of the oldest advertising festivals in the world, would invite me or could call any other Nigerian to be on its Jury,” he said.
Lanre Adisa, the Managing Director/Chief Creative Officer of Noah’s Ark Communications Limited, shares the same optimism. He noted that it was unacceptable that Nigeria was yet to win at Cannes but insisted that his agency would not relent until it fulfils its dream of winning the highly coveted award.
Will the confidence translate into an actual Cannes Lion award next month, or is the waiting game going to continue for at least another year? Time will tell. However, one thing is sure – whether Nigeria wins or not, there is no doubt that they are capable of doing so.
Will the confidence translate into an actual Cannes Lion award next month, or is the waiting game going to continue for at least another year? Time will tell. However, one thing is sure – whether Nigeria wins or not, there is no doubt that they are capable of doing so.
Nigerian agencies have been creating campaigns that are not only unique but also relevant to the Nigerian market and resonate with the global audience. With the quality of work coming out of Nigeria, it is only a matter of time before a Nigerian agency wins a Cannes Lion.
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