The 2025 Lagos Promoting & Concepts Pageant (LAIF) Artistic Convention convened business leaders on November 29 on the Lagos Marriott Lodge in GRA, Ikeja, to equip contributors with core values important for long-term achievement in promoting, storytelling, and model innovation. Amid a big turnout of younger creatives, audio system underscored self-discipline, resilience, and craftsmanship as foundational to navigating technological shifts and shopper calls for.
Affiliation of Promoting Companies of Nigeria (AAAN) President, Lanre Adisa highlighted the necessity for younger professionals to embrace a craftsmanship mindset. He acknowledged that groundbreaking concepts demand power, effort, and steady enchancment, even with expertise aiding thought technology. Adisa affirmed that onerous work and dedication stay key to output high quality. Jay Chukwuemeka, LAIF Administration Board Chairman strengthened this by urging attendees to view challenges as alternatives for superior inventive outcomes.
Talking throughout a panel session titled The Anatomy of Genius: Unpacking the Human Truths and The Craft Behind Award-winning work, Steve Babaeko, CEO of X3M Concepts, pressured that creatives should be capable of go above and past to ship their craft to get the purchasers satisfied, particularly when they’re beneath immense strain.
In line with Babaeko, it’s the duty of creatives to know the psychology of purchasers whereas pushing their concepts, stressing that many consumers are pushed by key metrics resembling quantity, revenue, or bonus.
One other panelist who spoke through the session, Artistic Director, Dentsu South Africa, , acknowledged {that a} inventive individual should discover a steadiness in delivering award-winning work and work that’s accountable and of finest apply, no matter mounting opposition from the shopper.
In her remarks, Chief Visionary Officer, Occasion Architects Restricted, Funmi Victor-Okigbo, defined {that a} inventive individual should be within the wonderful particulars to ship nice works. Victor-Okigbo emphasised the necessity for companies to position the shopper on the forefront of their work, noting that their enthusiasm and pleasure needs to be the measure of success.
In one other panel session titled “Way forward for AI in Communications”, Advertising and marketing Director, Visa West Africa, Seun Adaramola, acknowledged that AI stays probably the most potent instrument to make communication simpler, urging each companies and purchasers to embrace it. Adaramola urged companies to leverage AI whereas additionally making certain that they deploy creativity to infuse emotion into their work.
Additionally talking, Founder, Naija AI Movie Pageant, Obinna Okerekeocha, stated AI is essential to bringing creatives’ imaginations to life quicker, including that the way forward for African storytelling lies on the intersection of artwork and expertise. Okerekeocha acknowledged that his group is dedicated to rewarding people who can successfully make the most of an AI instrument by producing modern concepts.
Talking throughout one other panel session titled’ Energy of Collaboration Throughout Disciplines, the Chief Government Officer, Q21 Options, Eunice Adeyemi, famous that companies should earn the belief of their purchasers to allow them to create experiences that infuse expertise at will.
In her submission, Tolulope Medebem, President of the Experiential Entrepreneurs Affiliation of Nigeria, corroborated the sooner place, stating that purchasers should be keen to co-create with companies to ship an unforgettable expertise on each undertaking.
Talking through the session, Segun Ogunleye, Head of Advertising and marketing at Diageo, acknowledged that manufacturers, companies, and different companions wanted to have a collaborative mindset to attain their aims.
Additionally talking, the Founder, Lagos Avenue Artwork Pageant, Osa Seven, defined that delegating duty or constructing a staff within the inventive area contributes an incredible deal in serving to to scale larger and fine-tune one’s craft into a worldwide customary.
The opposite remaining panel session, titled ”Girls in Promoting,” targeted on challenges confronted by girls within the occupation and the way employers ought to assist feminine workers obtain work-life steadiness with out essentially hindering their profession progress.
Within the panel “The Anatomy of Genius: Unpacking the Human Truths and The Craft Behind Award-Successful Work,” X3M Concepts CEO Steve Babaeko suggested creatives to exceed expectations to steer purchasers beneath strain. He emphasised understanding shopper psychology, pushed by metrics like quantity, revenue, or bonuses.
Dentsu South Africa Artistic Director TJ Njozela added that creatives should steadiness award-winning output with accountable practices, regardless of shopper resistance.
Occasion Architects Restricted Chief Visionary Officer Funmi Victor-Okigbo pressured consideration to particulars for high quality work. She famous that companies ought to prioritize shopper wants, utilizing shopper enthusiasm as successful indicator.
The “Way forward for AI in Communications” session explored expertise’s function. Visa West Africa Advertising and marketing Director Seun Adaramola described AI as a instrument for efficient communication, calling on companies and purchasers to undertake it whereas incorporating emotional creativity.
