In the evolving landscape of Nigeria’s advertising and marketing communication ecosystem, Kelechi Nwosu, a highly regarded creative professional, sheds light on the transformative impact of expanded collaborations and global partnerships.
Speaking in an exclusive interview with The Brand Colossus, Nwosu underscores the significance of these international affiliations, emphasizing their role in broadening the creative outlook within the industry.
According to Nwosu, the interchange of creative ideas through affiliations presents a unique opportunity for agencies to glean insights from diverse global perspectives. This, he believes, contributes to enhancing the craft and empowers agencies to deliver more effective and results-driven marketing communications for their clients, aligning with the highest global standards and practices.
He said: “Affiliations open your eyes to learnings from all over the world in terms of practice and professionalism. You are working with worlds standards. That is what affiliations bring to the table and that is what all who have affiliations have learnt from the world. They have also learnt from us because the insights we have is us, it is bespoke and from here. You can’t know more about Nigeria than people who are opening their eyes and learning here.
“This affiliation is worldwide. It is not just in Nigeria. It is all over the world. You can attribute it to what they call the global community even though I am not a big fan of that phase but what has happened is that in many ways, it has been advanced especially in the United States of America and in European countries. In affiliating, we have moved and evolved to do things better and learning the principles and professional standards”.
The veteran creative professional highlights the reciprocal nature of these affiliations, where knowledge flows in both directions. As international affiliates gain valuable insights from the unique Nigerian context, they also bring a wealth of global expertise to enrich the local landscape.
Addressing the role of the advertising industry in reshaping the country for growth, Nwosu advocates for a proactive and positive approach. Instead of dwelling on challenges, he urges industry players to identify opportunities aligned with Nigeria’s strengths. Taking a forward-looking stance, Nwosu encourages the industry to embrace innovation and disruption as catalysts for multifaceted growth in various aspects of Nigerian life.
