LAIF 2017: It’s Noah’s Ark, DDB X3M Ideas, 7even Interactive, Challenges Ahead
The LAIF 2017, Lagos Advertising & Ideas Festival held at the Landmark Event Centre in Victoria Island, Lagos yesterday with all plump, pageantry and panache, a first of its kind in the Nigerian advertising industry reflecting a giant leap in the organisation of awards in the country.
The result of LAIF 2017 award stamps a new order in the industry with the emergence of the best seven creative fire power in the industry today are well under 10 years safe for DDB which recently celebrated its 30th anniversary who placed second on the medal table.
The table is led by Noah’s Ark which is just about 10 years. The agency won the Grand Prix, 6 Gold, 9 Silver and 8 Bronze making a total of 24 medals. DDB won 9 Gold, 11 Silver, 14 Bronze winning 34 medals in all to place second on the table.
Five years old X3M Ideas places 3rd on the medal table with 9 Gold, 5 Silver and 6 Bronze carting home 20 medals. The agency has consistent for five years placed been within the first three brackets.
Placed fourth is 7even Interactive, a-2 year old agency, the youngest in the first four creative fire houses in the land. Last year it recorded a feet being the youngest, winning 8 medal at its first outing. In August it won a Loeries, an international award based in South Africa for one of its creatives. 7even Interactive placed emerged as the 4th most creative agency in Nigeria with 4 Gold 5 Silver and 7 Bronze making a total of 16 medals.
In the 5th position is Up in the Sky, another young agency 3 Gold and 1 Bronze. This is another young agency making steady progress in the Advertising industry.
BBDO with 2 Gold, 2 Silver and 4 Bronze = 8 medals; Leo Burnett has 1 Gold, 1 Silver and 3 Bronze = 5 medals; Centrespread wins 1Gold and 3 Bronze = 4; STB McCann 1Gold and 2 Bronze = 3 Medals and 141-Worldwide 1 Gold and 1 Bronze to place 6th , 7th , 8th , 9th and 10th respectively. See the second part of the result below.
This year, from the selection of the most distinguished jury led by Mrs. Julia Oku-Jack, to the choice of venue, event organisation handled by Town Criers and near perfect execution and delivery underscored the new standards for the 12 years old awards.
Speaking about the success of the LAIF 2017 awards, Steve Babaeko, Chairman of the LAIF 2017 Management Committee says he did nothing so special but to put place the right team. “It has nothing to do with me, we put in place a strong jury. For the first time in the life of the awards, a woman, Mrs. Julia Oku- Jack is the President of the Jury. I am really proud of the work she has done. Honestly, I am seeing the results as for the first time as everyone else. The vibe, that everyone is happy here tells that she and her team have done a fantastic job.”
While not erasing the possibility of some discontentment in an award of this nature and magnitude, the Chairman said there will be a team independent of himself and the President of the Association of Advertising Agencies of Nigeria, AAAN, Mr. Kayode Oluwasona, to take feedbacks and investigate and address any misgiving from any quarter.
For Babaeko the LAIF 2017 awards is a confirmation that the Nigerian industry can do great work which can win international awards, it’s all about packing the entries in the right way.
According to him, most of the agencies leading LAIF 2017 the medal table have won international awards this year. For instance, Noah’s Ark won an Epica Gold, X3M Ideas won a Silver at the African Cristal while 7even Interactive won a Bronze at the Loeries in far away Durban, South Africa just last August, he explained to underscore the sincerity and very independent and world class jury brought to bear on the awards by the Julia Oku-Jack’s team.
Earlier in his welcome address, the President of the AAAN, revealed that the 12th Edition of LAIF reflects great innovation and smart awards as the annual event goes digital. This is in tune with innovative display of the shortlisted press materials, a radio boot, a digital LED board displaying the outdoor posters and the TV arena for the films nominations along the walk-way. The innovative packaging and event organisation professionally handled by Cosse though very likely at a huge cost, brings the entire gamut of advertising creative executions to life at LAIF. Oluwasona sees LAIF 2017 as a reward to treasure and a challenge to ignite the industry for the next level.
Senator Akin Odunsi, Chairman and Founder, Rosabel Advertising group/ Past President of AAAN; and Dr. Tunji Olugbodi, Founder, Verdant Zeal and First Chairman, LAIF Management Committee were specially rewarded with LAIF Time Achievement Award and LAIF Special Recognition Award. The recipients recognizing that the value of LAIF has appreciated greatly, challenged practitioner to aim higher as they professionally push the envelope to enhance the practice.
There are a few hitches not doubt, for instance the late take-off, the winning works are hardly given time for the audience to appreciate them while the turnout seem to almost overwhelm the organizers. Other minuses include the absence of leading agencies such as Insight Publicis, Prima Garnet and Bates Cosse to mention a few.
However, in all it’s a LAIF like no other, setting new standard that should henceforth be take-off point for any other LAIF.