Nigeria's creative industry has made a significant impact globally, with its music, films, and fashion influencing people worldwide. However, the question remains as to whether the businesses behind this creativity are capturing enough of its value. This is a concern for those working in marketing and advertising, as cultural influence is visible, but the conditions that turn a strong idea into effective work, a sustainable business, or an international opportunity are harder to see.
On November 3, Women in Marketing (WiM) Africa, in partnership with Women in Advertising, part of the Association of Advertising Agencies of Nigeria (AAAN), will host an event in Lagos titled "From Creative Ambition to Impact: Is Nigeria Realising Its Creative Potential?" The event aims to examine what happens to an idea after it is presented, who backs it, who changes it, and how to judge whether it worked. The conversation will also explore who benefits from the success of a creative idea.
Andrea Djan-Krofa, CEO of Women in Marketing Africa, believes that celebrating talent is not enough; it's essential to examine what happens to an idea after it's presented. She launched WiM Africa in 2018 to provide a platform for African women working in marketing, advertising, and communications to have stronger connections, greater recognition, and more influence over the direction of their industry. The event in Lagos will bring together women with responsibilities across the industry to share their perspectives and experiences.
The event will feature a fireside conversation with Steve Babaeko, founder and CEO of X3M Ideas, and Katharina Link of Pulse and Business Insider Africa. Kantar's Tamara Ojeaga will also contribute to the discussion, which will be moderated by Oluwaseyi Layade, COO of Leo Burnett Lagos and chairperson of Women in Advertising. The discussion will examine where Nigeria is succeeding, where gaps remain, and what different parts of the industry can do to support the growth of the creative sector.
The event will bring together seven women with diverse responsibilities across the industry, including Seun Adaramola of Visa, Osato Evbuomwan of Coca-Cola, Fiona Uwagwu of First Primus Group, Esosa Osagiede of Insight Publicis, Brenda Nwagwu of MIPAN, creative economy strategist Addy Awofisayo, and Emme Akande of ARCON. Their different perspectives will create an opportunity to test assumptions and identify where change is possible.
The discussion will focus on the commercial questions facing the industry, including creativity, technology, investment, and growth. Women's leadership is essential in these areas, and the event aims to provide a platform for women to share their expertise and experiences. The event will also feature live polling and audience questions, allowing the room to contribute to the exchange.
The goal of the event is to turn the exchange of ideas into choices that people can defend and follow through on. While one evening will not settle the questions facing the industry, it can bring people with the authority to act into a conversation worth continuing. WiM Africa's purpose is to help shape the decisions that determine what the industry becomes, and the event in Lagos is a step towards achieving this goal.
Key points
- The event "From Creative Ambition to Impact: Is Nigeria Realising Its Creative Potential?" will examine the challenges facing Nigeria's creative industry and explore ways to support its growth.
