The President of the Association of Advertising Agencies of Nigeria, Mr. Lanre Adisa has said that young creatives must adopt a mindset of craftsmanship, stressing that every groundbreaking idea demands effort, patience, and unwavering commitment to improvement.
At the 2025 Lagos Advertising and Ideas Festival Creative Conference in Lagos on Saturday, which brought together leading voices in Nigeria’s creative industry to examine the evolving advertising landscape, resilience, and the discipline required to produce world-class ideas, Adisa noted that, while technology and idea-generation tools have transformed the industry, the fundamental principles of hard work and determination remain the true measure of quality output.
‘So, especially to the young guys in the audience, it still requires a lot of hard work. It is about doing good work for the Lord, working hard, and, as I always tell my team, some of us earn our money the old-fashioned way. We sweat for it. So you have to find yourself sweating to try and get the excellent idea, the very best of ideas, out. So let’s not give up, and sometimes there will be bumps on the road. Just take it for what it is and just keep on working’, he said.
The Chairman of the Lagos Advertising and Ideas Festival Management Board, Mr. Jay Chukwuemeka described creativity as a demanding craft that rewards those willing to push beyond their comfort zones. He encouraged participants to cultivate their skills and remain dedicated to producing work that stands out in both quality and purpose.
Chukwuemeka urged creatives to embrace challenges as stepping stones toward exceptional output, noting that discipline and resilience are essential attributes in the pursuit of excellence.
During a panel session titled, “The Anatomy of Genius: Unpacking the Human Truths and The Craft Behind Award-winning Work”, the Chief Executive Officer of X3M Ideas, Mr. Steve Babaeko said that creatives must consistently go above and beyond to deliver compelling work, particularly when convincing clients under pressure.
According to him, creatives must understand client psychology while presenting ideas, adding that many clients are driven by metrics such as volume, profit, or bonuses.
Another panelist, who is the Creative Director at Dentsu South Africa, TJ Njozela said that creative professionals must strike a balance between producing award-winning work and delivering responsible, best-practice solutions, regardless of resistance from clients.
The Chief Visionary Officer of Event Architects Limited, Mrs. Funmi Victor-Okigbo said that attention to fine details is critical to delivering great work. She emphasised that agencies should place clients at the forefront of their process, adding that client enthusiasm and excitement should be the ultimate measure of success.
In another panel session on the “Future of AI in Communications”, the Marketing Director of Visa West Africa, Mr. Seun Adaramola described artificial intelligence as a powerful tool for making communication more effective. He urged agencies and clients to embrace AI while ensuring creativity is used to infuse emotion into their work.
Also, the Founder of the Naija AI Film Festival, Mr. Obinna Okerekeocha said that AI is key to bringing creative imaginations to life faster, adding that the future of African storytelling lies at the intersection of art and technology. He noted that his organisation remains committed to rewarding individuals who effectively deploy AI tools to generate innovative ideas.
Founder of SAY Visionaries, Susan Younis said agencies must leverage AI to tell stories the way they intend them to be told.
During another panel session on the’ “Power of Collaboration Across Disciplines”, the Chief Executive Officer of Q21 Solutions, Eunice Adeyemi said that agencies must earn client trust to create experiences that seamlessly integrate technology.
Corroborating this view, the President of the Experiential Marketers Association of Nigeria, Tolulope Medebem said that clients must be willing to co-create with agencies to deliver unforgettable experiences on every project.
Also, the Head of Marketing at Diageo, Mr. Segun Ogunleye said that brands, agencies, and partners must adopt a collaborative mindset to achieve shared objectives.
Founder of the Lagos Street Art Festival, Mr. Osa Seven added that delegating responsibility and building strong teams are critical to scaling creative work to global standards.
The conference also featured a session on “Authenticity in African Storytelling”, where the Chief Executive Officer of Accelerate Media Group, Colette Otusheso said that creative professionals must ground their work in integrity, authenticity, and continuous improvement.
Another panel session, on “Women in Advertising”, focused on challenges faced by women in the profession and the need for employers to support work-life balance without hindering career growth.
The conference attracted a strong turnout of industry professionals, with a notable presence of young creatives, according to a statement. This year’s edition placed heavy emphasis on the values that sustain long-term success in advertising, storytelling, and brand innovation.
