Professionals in the marketing communications industry have underscored the importance of continuous capacity development and talent optimization to enhance the depth of knowledge within the profession. They emphasized that such efforts are crucial for fostering growth within the advertising and marketing communications industry.
During the 4th edition of the Pitch-a-ton, an annual pitch competition held among various universities across Nigeria, Dr. Lekan FAdolapo, the Director General of the Advertising Regulatory Council of Nigeria (ARCON), commended the initiative for fostering creativity and innovation among young professionals. He emphasized the importance of talent development for industry growth and the broader economy. Dr. Fadolapo pledged ARCON’s unwavering support for initiatives aimed at deepening advertising knowledge. Additionally, he committed to providing financial support, offering 100,000 naira to each participating school to cover transportation and other expenses, and pledging one million naira to the event organizers, demonstrating his dedication to fostering learning and development in educational institutions.
Martha Ugbomma Onyebuchi, the FRPA Director at the Advertising Regulatory Council of Nigeria (ARCON), shed light on the diverse career paths available to advertising graduates during the Pitch-a-ton event. She emphasized the importance of versatility in today’s dynamic landscape, noting that advertising students have numerous opportunities beyond traditional advertising firms. Onyebuchi highlighted that graduates can explore roles in various bodies collaborating with advertising firms to reach their audience effectively. Additionally, she stressed the importance of substantiating claims made in advertising pitches, cautioning against using statements like “We perform Magic” or “We are the best” without proper justification before advertisements are published.
During the event, Mr. Ozoemena, Founder of O2 Academy, shared his personal journey into the advertising industry, encouraging students to sharpen their skills and seize opportunities. He recounted how his sketching abilities landed him his first advertising job and emphasized the importance of skill development in creating opportunities. Mr. Ozoemena also announced the upcoming establishment of O2 Academy at the University of Ilorin, underscoring the academy’s commitment to educating future advertising professionals by significantly reducing admission fees.
Similarly, Mr. Shola Adegborioye, the deputy manager of CreativeXone Limited, explored the transformative potential of artificial intelligence (AI) in advertising and its disruptive impact. He discussed how AI has permeated everyday life and advertising, citing its advantages in simplifying tasks and increasing efficiency. However, he cautioned against overreliance on AI, highlighting its lack of human touch, emotions, and feelings.
On his part, Ezra Okebisi, Founder of City Crier Communication Limited, demonstrated the practical applications of technology in content creation. He explained how he utilizes AI to generate copies and content for his work, emphasizing the importance of effectively prompting AI to achieve desired results. Okebisi noted that AI has replaced the need for two editors in editing content, streamlining the content creation process.
After a rigorous judging process, Ajayi Crowther University emerged victorious in the Pitch-A-Thon, securing the first-place position and receiving a prize of 100,000 naira. The University of Ilorin, as the host institution, claimed the first runner-up position, earning a reward of 50,000 naira. Meanwhile, Kwara State Polytechnic, the defending champions from the previous edition of Pitch-A-Thon, secured the second runner-up position and received a prize of 30,000 naira. The event, curated by Dr. Kehinde Kadiri, an Advertising and Public Relations expert, was designed to nurture the next generation of advertising professionals by providing them with early exposure to the practical aspects of brand management.
The event was graced by the presence of the Vice-Chancellor of the University of Ilorin, Professor Wahab Olasupo Egbewole, accompanied by other distinguished staff members of the institution.
