ADVERTISING AGENCIES URGED TO EMBRACE INNOVATION

The organisers of the Lagos Advertising and Ideas Festival have emphasised the need for advertising agencies to evolve their creative essence as a means towards ensuring the growth of the industry.

The Chairman of the LAIF Management Board, Jay Chukwuemeka, speaking during the 2023 edition of the annual fete held recently in Lagos, said this year’s awards presented a major opportunity to celebrate outstanding creative works that stood out in the last twelve months and also drive inclusion, as seen in the volume of entries that have come in this season.

“This year’s award certainly allowed every participant to celebrate distinctive works from advertising agencies in Nigeria for the period under review. It was an exciting thing to celebrate the great ideas from our creative eggheads,” he said.

During this year’s event, X3M Ideas emerged as the overall winner with 276 points, ahead of its closest agency, Noah’s Ark which scored 255 points. Insight Publicis Limited garnered 234 points to take the 3rd position in the highly competitive awards ceremony.

19 other creative agencies participated in the competition, including Leo Burnett Limited, which took the 4th position with 9 Gold, 4 Silver and 4 Bronze giving the agency a total of 117 points.

Meanwhile, the Chief Executive Officer of X3M Ideas, Steve Babaeko, described the victory as another wake-up call to his team to continue giving their best to any brief that comes before them.

He said, “The creative industry is a living discipline that requires total commitment. At X3M Ideas, we approach every brief like the only brief, with all it requires to make it impact the bottom line of our client’s business as well as position us as the best.”

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