The Lagos Advertising and Ideas Festival (LAIF) is an event that lauds creativity and innovation in Nigerian Advertising. It is synonymous with the Cannes Lions Festival of Creativity in that both events celebrate, recognize and reward the art of creativity.
The just concluded 2014 LAIF awards, with the theme “Co-Create, Great Ideas come From Anywhere”, was held at Civil Center Lagos. The event was graced by top advertising agencies and personalities within the country.
This year, DDB Lagos topped the table by garnering a total of seven gold medals, 12 silvers and 12 bronzes, setting them at first place to beat Insight Communications, who came second, with four gold medals, 15 silvers and 25 bronze medals.
Other notable advertising agencies were awarded that night based on the quality of creativity in their craft over the past year. They include, X3M Ideas, Noah’s Ark, 141 Worldwide, Yellow Brick, Lintas and Centrespread, TBWA/Concept, SO&U, Culture Communications, Etu Odi Advertising, Fuel Comm, LTC and Rosabel. A total number of 123 medals were won.
Commenting on the theme of this year’s award, President of Association of Advertising Agencies of Nigeria (AAAN), Kelechi Nwosu said that the LAIF award is the creation of avenue for the celebration of great ideas adding that as a country, we must think of creativity as the ability to invent something excellent.
Going further, Nwosu stressed the need for modern businesses to continuously and tenaciously seek out new ideas in order to keep up with the fast pace of development and change in global businesses practices.
He said “In today’s world, astute companies and individuals must hunt for new ideas continuously and relentlessly. Companies must regard any challenge as a unique opportunity to describe or construct an effective innovative solution by engaging in collaborative arrangement, where they pool ideas, control costs and ensure that the project gets done.”
Key industry players at the event include George Noah, MD Lagos State Advertising and Signage Agency (LASAA), Wale Adenuga, Kola Oyeyemi, Alhaji Bello Kankarofi, Bunmi Oke, Joel Nattey, among other dignitaries.
The LAIF Awards is an international status awards ceremony that competes favourably with global practices. It was initiated in year 2006 to launch Nigeria’s creative potentials in the international circle as well as recognize marketing communication excellence.
Initiated by AAAN, the award seeks to recognize creative excellence, help to improve the quality of creative craft and to promote the spirit of healthy competition while applying global best practices.