The Association of Advertising Agencies of Nigeria (AAAN), the umbrella body for advertising professionals in Nigeria, has rolled out it plans for an all-inclusive 19th edition of the Lagos Advertising and Ideas Festival (LAIF), with entries now open for participation from registered AAAN agencies even as the Media Independent Association of Nigeria (MIPAN) has joined the rank of the awards.
The above were part of the developments revealed in Lagos at a media parley addressed by the LAIF Management Board committee and the new President of the association, Lanre Adisa, on Tuesday, September 10, 2024.
Impressed by the achievements of the past chairmen of the LAIF Management board at different times, Adisa noted that the LAIF Awards in its 19 years of existence remains a platform to showcase the best of creativity not only in Nigeria but also in the West African sub-region.
For the AAAN president, it’s quite amazing to see anything in Nigeria make 19 Creativity is not an occupation but a pre-occupation, it keeps you thinking and that is why practitioners are paid to solve problems that grow business and build brands. Hence, a platform to recognize our creativity and being recognized by your pears, boasts morale and shows that somebody cares, he explained adding ‘Great success comes from ideas’.
He emphasised the need for the industry to use the platform to celebrate ideas noting that the inclusion of MIPAN in this year’s edition attests to the strength of collaboration.
He stated that the association is looking forward to a time when all the sectoral bodies in the industry would become part of LAIF Awards thereby making the marketing communications industry in Nigeria a force to be reckoned with.
Unveiling the theme for the 2024 LAIF Awards, “Staying A-LAIF”, Chairman, LAIF Management Board, Jay Chukwuemeka noted that it is exciting to note that this year’s edition builds on the idea of inclusion with a strong focus on adaptation, survival, and the celebration of the resilient spirit for which agencies and practitioners in the industry are noted for.
Chukwuemeka noted that despite the challenges confronting the industry and the nation as a whole, big agencies and smaller agencies have continued to stay alive and thrive.
“We are quite aware of new challenges facing the industry and businesses generally in 2024. But as the saying goes, when life gives you lemons, make lemonade. For this reason, we are ready to look at the bright side of the situation. We are celebrating not only the big agencies but also the smaller agencies that have thrived despite the odds. We are honoring the resilience that keeps us pushing all through the entire stretch of the year 2024,” he said.
He disclosed that as part of efforts to stay relevant, the board will be introducing new categories of awards this year one of which includes the LAIF Academy, a category that provides accredited AAAN agencies to participate by voting for their works through the newly introduced Agency Choice award.
He also stated that this year’s edition will witness the presentation of plaques to agencies that win the coveted Grand Prix and Gold at the awards ceremony while agencies with silver and bronze winners will receive certificates. This new development is in alignment with international best standards.
He disclosed that as an exciting addition to the LAIF Academy, the board will launch the LAIF Report, a platform that serves as agencies’ ranking on the medal table and a record of achievements for new agencies to aspire to.
Chukwuemeka revealed that the board is keeping the entry fees for the awards unchanged to allow for more participation from agencies both in Nigeria and other West African countries.
He further noted that the gesture is a clear demonstration of the board’s commitment to inclusivity and the desire to ensure all eligible agencies participate to grow LAIF together.
Speaking on the mode of entry submission process, Raphael Udu says that the 2024 LAIF Jury is blessed with vibrant professional with experience. According to Raphael the that board has been listening and structures have been put in place to help agencies on modalities for submitting better entries. Part of these is that every category will come with robust descriptions to help agencies make valid entries.
Following closely in the line of now popular ‘Agency of the Year Award’, LAIF is introducing ‘Advertiser of the Year Award’. This will go to the Advertiser with the highest number of points across categories. The organisers explained that the idea is aimed at rewarding client’s support for creativity and encouraging further participation by agencies and brands.
Making his comments, Dolapo Ogunbambo, COO, Insight Publicis explained that expanding the scope of participation across our industry and collaborating with other segments of the industry such as insights, planning, execution, integration and innovation would establish LAIF beyond an ‘agency award’ but as an ‘award for creativity’. He reckons, ‘every year we must try to do or add something that is definitive for the industry’
.The LAIF Festival week is scheduled to hold between November 18, 2024, and November 24, 2024 with entry dates to be announced soon.
