Clients, agencies must collaborate to deliver impactful ideas-Adisa

  • Agency honours clients, staff

Managing Director of the most outstanding creative agency in Nigeria, Noah’s Ark Communications Limited, Mr. Lanre Adisa has called on practitioners in the marketing communication business to embrace high standard and sense of responsibility as they try to build brands for their clients. He made this known on Friday at Eko Hotel & Suites in Lagos at the tenth year anniversary lecture for the company as part of activities to commemorate the milestone.

While speaking at a panel discussion held during the event, Adisa noted that agencies must begin to realize that today’s consumer is no longer a moron and as such must be treated with dignity. According to him, there is the need for agencies to have a sense of responsibility which can ultimately help to offer not only value to the client but also to the consumer.

He said” We must strive to go beyond improving the business of clients but also adding value to the life of the consumer”.

Earlier while delivering his welcome remarks, Adisa who commended the Noah’s Ark staff both past and present for their contribution to the evolution of the company noted that there was the need to address the dearth of talents confronted the marketing communication in the industry which he noted had hinder growth in the marketing communication sector as a whole.

According to him, the   agency is already taking a  step in bridging the gap by introducing a talent grooming scheme tagged ‘Animal Farm’, which would go a long way in assisting the industry to reach its full potential.

Delivering his keynote lecture titled ‘Goodvertising; voices and work matter’, guest speaker, Mr.ThomasKolster harped on the need for agencies to deploy their advertising thought or ideas for brandsby drawing up solutions to problems in the environment rather than focusing attention alone on profit. According to him, brands stand the chance of deriving optimal benefit by channelling their energy in becoming a force for good.

He said”The single best role of creative agencies is building sustainable brands. We must understand that we are in the brand business not the sales business. Our biggest task should be how to become a good brand custodian by crafting them in ways that show they care”.

Kolster who identified digital, climate change, urbanization and climate change and resource scarcity as five biggest threats to business in Nigeria noted that creative agencies must find ways of overcoming them.

He further noted that it was imperative for creative agencies to rise to the occasion by crafting ideas that would fit in for what is good for the planet and brands.

On his part, the Chief Commercial Officer, Airtel Nigeria, Mr.AhmadMokhles explained that crafting ideas that are sustainable and impactful to the society should not be seen as a big challenge but rather as an opportunity for brands. Although he admitted that the consumers in Nigeria were more driven by message as against right product, he urged clients and agencies to remain focused in driving an agenda for sustainable solutions to the society.

In his own remarks, Dean, School of Media and Communications, Pan Atlantic University, Dr.IkechikwuObiaya noted that agencies cannot be blamed as they are torn in between delivering a campaign that is either profit driven or for societal good. He therefore urged agencies to work in collaboration with clients in resolving this challenge.

The high point of the event came when outstanding staff and clients were recognized for their contribution to the growth of the company.

Some of the clients that were recognized at the event include Airtel Nigeria, Indomie and Friesland Campina WAMCO.

Some of the dignitaries that graced the event include the President of Association of Advertising Agencies of Nigeria, AAAN, Mr.KayodeOluwasona, Immediate Past President of AAAN, Mr.KelechiNwosu, Past President of Advertisers Association of Nigeria, ADVAN, Mr. Kola Oyeyemi, Managing Director, Verdant Zeal Communications, Mr.TunjiOlugbodi, Group Managing Director of Bates Cosse, Mr.FunmiOnabolu.