Client-agency collaboration key to better creativity

PRESIDENT of Association of Advertising Agency of Nigeria (AAAN), Mr. Kelechi Nwosu, has said that client collaboration with agency holds the key to better creativity in the marketing communication field. He said this in Lagos last week at the 10th edition of Lagos Advertising Ideas Festival (LAIF) Award, arguing that better creative equals better growth and better creative can only come with clients collaborating with agencies.

“Our aim is improving the relevant body of creative knowledge with the aim of rewarding excellence in creativity as a proactive attitude at encouraging creative ingenuity. You will agree with me that creative award is the only reward for excellence in creativity, which is the currency of our business.”

He maintained that creativity is fast gaining currency and Nigeria now than ever needs creativity in government, in private sector, in infrastructure in entertainment and in business.

“Even creativity is needed in the fight against Boko Haram. Government needs creativity to come out of the present economic problem. We are here; we can give government fresh creative approach. This year our theme of Creative Inspiring Life is so true to our words; we have created two public advocacy campaigns: one is to fight corruption. The other is the unity campaign.

We will start the campaign soon with the support of the sectoral group collaborators.”

According to him, to further LAIF, students were carried along, with the Young LAIFERS award being introduced.

“So creativity will continue to inspire life and LAIF will continue to inspire creativity. See how many more agencies have entered into Cannes and the Crystal Awards. Three of our agencies won awards at Crystal this year. All these show that creativity is gaining currency”.

He, however, tasked clients and agencies to do more, as they need to seek and do authentic ideas that resonant with Nigerians, adding, “What we hear is that authentic work from us is what will win internationally. And that authentic work will cause better growth for brands”.