How to Build Sustainable Brands, Kolster Lectures at Noah’s Ark’s Safari
Advertising thought leader and author of Goodvertising, Thomas Kolster has impressed it upon brand owners and agencies the need to focus more on building sustainable brands that give lasting impression on consumer than creating campaigns for campaign sake.
This was part of the crux of his submissions at the “Creative Safari” organized to commemorate the 10th year anniversary lecture of one of Nigeria’s new generation advertising agencies, Noah’s Ark at Eko Hotels last weekend.
Pointing out that it is easy to talk more about good in advertising but not doing good, therefore, Kolster informed the participants – agencies and brand owners alike, “our biggest role is to build a sustainable brands not running after next campaigns, our biggest task is building brand sustainability but we are so blind”, he noted.
Underscoring the flurry of change that affect the marketing space and the communication pattern in the marketing communication world today, the guest speaker zeroed in on Urbanisation, Climate changes and resources scarcity. Other new challenges in business, he added include Demography change, Economy shift and Digitisation.
These made it a bit more challenging to connect with the consumers and people who are now custodians of stories as “They are ready, more than ever before, to challenge brand owners everyday because they have lots of information at hand”.
Emphasising that, “We cannot survive if we keep telling stories about product consumption, because advertisers no longer wield the power but the people do.
‘’Brand should talk about the roles they can play in people’s lives instead of talking about their products’’
He took exception to the idea of brand owners who prefer counting on likes and views on social media instead of counting on numbers of lives impacted for the better.
Earlier in his opening address, the Group CEO/Chief Creative Officer, Noah’s Ark, Lanre Adisa said taking the bold step of creating the agency in 2007 was borne out of the desire to leave a legacy and to ensure fairly competitive environment in the industry.
Mr. Adisa however lamented on the spate of fragmentation going on in the industry, as the procurement department on the clients’ side is more powerful that the marketing department and this has its consequences on the creative business.
In a bid to reverse the current death of talents in the industry, the Noah’s Ark Group CEO revealed that the agency is embarking on a talent development project called “Animal farm”, an internship training to push the next generation of creative talents in the industry.
The event also witnessed the presentation of Long Service Awards to Clients and Staff of the agency.
Corporate clients awards went to Tolaram Group, FrieslandCampinaWamco and Airtel Nigeria among others. Outstanding staff awards were won by Mrs. Sola Omole, Solomon Osa, Suzan Eleguashi (long service) while the spirit of the Ark Award went to Fred Akin Akinmuyitan, a Group Head Account
Corporate clients awards went to Tolerams Group, FrieslandCampinaWamco and Airtel Nigeria among others. Outstanding staff awards were won by Mrs. Sola Omole, Solomon Osa, Suzan Eleguashi (long service) while the spirit of the Ark Award went to Fred Akin Akinmuyitan, a Group Head Account Planning personnel with the agency. Similarly, Jumoke Akinyele, Patience Ugbe, Farouk Apete also won in the spirit of the Ark award category.