In a bid to underscore its determination to build a reputable awards brand that can stand the test of time, the Association of Advertising Agencies of Nigeria under the leadership of Steve Babaeko as president, recently concluded the 2020 edition of its Lagos Advertising & Ideas Festival, albeit virtual LAIF awards.

Aptly tagged ‘Grind and Shine’ in view of the difficulties imposed on businesses by the coronavirus pandemic and its social and economic implications, the edition was held virtually via its website www.laif.com.ng and other social media platforms in compliance with the COVID-19 pandemic regulations.

Speaking on the first virtual LAIF awards, the AAAN president told our correspondent that he was excited that despite all the challenges imposed on the economy and the industry in particular, “pulling the 2020 edition of LAIF through is a testament to our determination to building an enduring awards brand for the industry”

Confirming that there are challenges imposed by extraneous or otherwise, he noted that the industry and the exco in particular are “comforted that the advertising industry is steadfast in vision to building a formidable award brand that can hold its head on the continental space”.

Speaking on the awards mechanics, the President disclosed that a committee headed by Mr. Lanre Adisa, CEO, Noah’s Ark as Chairman LAIF Management board was put in place by the exco to organize and manage the 15^th LAIF.  “He did his best with no interference whatsoever from any member of the exco”, he said while appreciating the “agencies that submit entries despite the odds and all that support the awards in ways whatsoever”.

In his welcome address during virtual LAIF awards, Mr. Adisa described this year’s LAIF Awards as an opportunity to acknowledge the ‘sweat and sleepless nights of advertising agencies, which were compounded by the ugly realities of the year” confirming the challenges imposed by the pandemic.

According to the results announced by the LAIF Awards Management committee, the 2020 LAIF table is led by Noah’s Ark. Others in the top seven (7) brackets include TBWA Concept Unit, X3M Ideas, Isobar Communications, Dare-Create Nigeria, Ogilvy Nigeria and DDB Lagos.

Others include Culture Communications, SO&U Limited, and Adeptus Advertising to make the first 10.

The annual event which has been organized 15years back-to-back is the brainchild of the AAAN with the objective of rewarding creative excellence and innovation in the industry thereby encouraging creativity as the currency of the business.

LAIF’s categories of awards cut across such as film, outdoor, press, digital and mobile.  Others include radio, television, LAIF effectiveness, LAIF campaign, promo and direct LAIF, impact LAIF and LAIF grand prix.