The creative pulse of Nigeria’s advertising industry beat strongly at the recent 2025 Lagos Advertising & Ideas Festival, where a central message cut through the buzz of new technology: true creativity is forged through old-fashioned grit and craftsmanship.
The conference, a major gathering for marketing and brand innovation professionals, saw a significant influx of young talent eager to navigate the evolving media landscape. This year’s focus, however, leaned less on the latest digital tools and more on the enduring human disciplines required for lasting success.
Lanre Adisa, President of the Association of Advertising Agencies of Nigeria, set the tone in a keynote address. He challenged the new generation to adopt a mindset of diligent craftsmanship, arguing that groundbreaking ideas are born from effort and relentless improvement.
“Especially to the young guys in the audience, it still requires a lot of hard work,” Adisa stated. “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 out… sometimes there will be bumps on the road. Just take it for what it is and keep on working.”
Echoing this sentiment, the festival’s Management Board Chairman, Jay Chukwuemeka, framed creativity as a demanding craft. He urged professionals to push beyond comfort zones, emphasizing that discipline and resilience are non-negotiable for excellence.
The theme of marrying artistry with tenacity was explored in depth during a panel titled “The Anatomy of Genius.” Steve Babaeko, CEO of X3M Ideas, advised creatives on the realities of client engagement. “You must understand client psychology,” he noted, highlighting that clients are often driven by commercial metrics, making the persuasive presentation of ideas a critical skill.
Adding a layer of ethical consideration, TJ Njozela, Creative Director at Dentsu South Africa, stressed the need for balance. He advocated for work that is not only award-winning but also responsible, even in the face of client resistance.
Funmi Victor-Okigbo, Chief Visionary Officer of Event Architects Limited, brought the discussion back to foundational principles. She pinpointed meticulous attention to detail and genuine client partnership as the bedrock of great work.
“Client enthusiasm and excitement should be the ultimate measure of success,” she concluded.
The event among other things, had time to recognize creatives that had put in different layers of work during the year.
