Creative Agencies Tasked on Local Content, National Positioning
The much talked about image crisis bedeviling Nigeria can only be managed positively when practitioners in the creative industry assume the position of chief marketing officers for Nigeria and her government, Lagos Governor, Babajide Sanwo-Olu, has stated.
The Governor, who spoke at the 2021 Marketing Edge Brands and Advertising Awards of Excellence held recently, urged the practitioners to help tell the Lagos story, vis a vis Nigeria story for the world to see the beauty of the Africa’s giant and her commercial nerve centre. He pointed out that the winning campaigns at the annual Cannes Festival, are not the ones who tell the stories of the commercial brands, rather the ones that tell stories of people, places, and the triumph of the human will and spirit above adversity.
The governor, who also urged players in the marketing communications industry to look inward by embracing local content, assured practitioners of government’s commitment to strengthening the industry.
He said, “Let me remind you that every year, at the annual Cannes Festival, the winning campaigns are not the ones who tell the stories of the commercial brands. Rather the winners are the ones who tell stories of people, places, and the triumph of the human will and spirit above adversity.
“I am not unaware that there was a time many of you needed to fly to Cape Town, Durban and Johannesburg before you could shoot a good TV commercial for your clients. Today, the story has changed. Let me assure you, it can only get better from here. The infrastructure we are creating are gradually giving you the scenic settings you require for great television commercials that can earn more prestigious laurels from across the world.”
Sanwo-Olu who was named the “Outstanding Political Brand Icon of the Year” at the event, described himself as the Chief Marketing Officer of Lagos State while giving a resounding keynote address, expressed special gratitude to the veterans of the marketing profession whom he acknowledged have toiled to build and give relevance to reputable trade.
“Today is for celebrating ourselves, our craft and achievements as marketing communications professionals. Over the last 5 decades, the marketing communications profession has evolved remarkably to become a window for the world to see the creativity that resides within us.
“Our readiness to support marketing-related initiatives is not limited to the Advertising sub-sector of the industry. It is open to various specialist areas that make up marketing.