The 2025 Lagos Advertising & Ideas Festival Creative Conference recently took place in Lagos, Nigeria, bringing together prominent figures in the country’s creative industry. The conference focused on the evolving advertising landscape, resilience, and the discipline required to produce world-class ideas. Industry professionals, including a notable presence of young creatives, attended the event.
This year’s edition emphasized the values that sustain long-term success in advertising, storytelling, and brand innovation. Lanre Adisa, President of the Association of Advertising Agencies of Nigeria, stressed the importance of adopting a mindset of craftsmanship, emphasizing that every groundbreaking idea demands effort, patience, and unwavering commitment to improvement. Adisa noted that while technology and idea-generation tools have transformed the industry, fundamental principles of hard work and determination remain the true measure of quality output.
Jay Chukwuemeka, Chairman of the Lagos Advertising and Ideas Festival Management Board, 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.
The conference featured panel sessions, including “The Anatomy of Genius: Unpacking the Human Truths and The Craft Behind Award-winning Work,” where Steve Babaeko, CEO of X3M Ideas, emphasized the need for creatives to consistently go above and beyond to deliver compelling work. Another panelist, TJ Njozela, Creative Director at Dentsu South Africa, highlighted the importance of striking a balance between producing award-winning work and delivering responsible, best-practice solutions.
The conference also explored the role of artificial intelligence in communications, with Seun Adaramola, Marketing Director of Visa West Africa, describing AI as a powerful tool for making communication more effective. Obinna Okerekeocha, Founder of the Naija AI Film Festival, noted 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.
The event emphasized the importance of collaboration, with Eunice Adeyemi, CEO of Q21 Solutions, stating that agencies must earn client trust to create experiences that seamlessly integrate technology. The conference also featured sessions on authenticity in African storytelling and the challenges faced by women in the advertising profession.
The 2025 Lagos Advertising & Ideas Festival Creative Conference provided a platform for industry professionals to share insights and expertise, reinforcing the significance of discipline, resilience, and creativity in the pursuit of excellence in advertising and storytelling. The event highlighted the need for continuous improvement, collaboration, and innovation in the industry, setting the stage for future growth and development in Nigeria’s creative sector.