Foremost advertising practitioner and Chairman of Troyka Holdings, Mr. Biodun Shobanjo has blamed the inability of creative agencies in Nigeria to win major international awards on poor story telling.
Shobanjo made this disclosure, when he was the guest speaker at the investiture of National Institute of marketing of Nigeria (NIMN) President; Tony Agenmonmen held recently. He said the agencies have failed to tell captivating stories that resonate with their client’s brand.
He added that story telling is a powerful strategy that last longer on the minds of the target market and it impact the brand’s bottom-line.
“I wonder if our friends in the creative agencies in Nigeria understand that part of the reason they have not won awards at international creative fora is because they have not done well at storytelling. Storytelling, in a compelling manner, which sometimes elicits laughter, joy, a tear, annoyance or applause, tends to make more impact and leave a lesson in the mind of the audience.
“They get people talking, and getting people talk about your brand is the most powerful strategy of all. Just like Nollywood stories do, well told stories leave lasting impressions.” he said.
Similarly, Shobanjo explained that story telling is what Nigeria needs in its current rebranding effort.
“So we need to design deliberate spin on our national meaning, by employing story telling at painting an enchanting imagery on senses of our prospects and customers in such a way that we stimulate their desire for our assets-spiritual and material-in order to make a choice of destination Nigeria, where anyone can aspire to any height irrespective of what they have or not have- this explains why Americans are aghast that its current leadership will dare to attempt to change this essence” he explained.
This is coming on the premise that Nigerian agencies have been unable to win the Lions awards at Cannes Lions International Festival of Creativity despite its effort, while South Africa has clinched the award.
Cannes Lions International Festival of Creativity is a global event for those working in the creative communications, advertising and related fields. It is considered the largest gathering of worldwide advertising professionals, designers, digital innovators and marketers.
The seven-day festival, incorporating the awarding of the Lions awards, is held yearly at the Palais des Festivals et des Congrès in Cannes, France. Each June around 11,000 registered delegates from 90 countries visit the Festival to celebrate the best of creativity in brand communication, discuss industry issues and network with one another.
Credit: Marketing Edge
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