The Association of Advertising Agencies of Nigeria (AAAN) has officially called for entries for the 19th edition of the Lagos Advertising and Ideas Festival (LAIF) Awards, signaling a broader and more inclusive approach this year. The announcement was made during a media briefing in Lagos on Tuesday, September 10, 2024, where AAAN revealed new participants and expanded the scope of the awards to include entries from West African countries.
One of the major highlights of this year’s edition is the inclusion of the Media Independent Practitioners Association of Nigeria (MIPAN) as participants, a move described as a significant step towards fostering collaboration within the advertising and marketing communications industry. Speaking at the event, AAAN President Lanre Adisa expressed enthusiasm about MIPAN’s involvement, noting that it reflects the growing synergy between various sectoral bodies in the industry.
“This year’s edition marks an important milestone with the onboarding of MIPAN. It’s a testament to the strength of collaboration within the industry, and we hope to continue expanding in future editions,” Adisa said.
The 2024 LAIF Awards will center around the theme “Staying A-LAIF,” which, according to the Chairman of the LAIF Management Board, Jay Chukwuemeka, celebrates resilience, adaptability, and the survival spirit of agencies in a challenging economic environment. He acknowledged the difficulties faced by both large and small agencies, emphasizing that the awards this year will highlight those who have not only survived but thrived.
“In 2024, businesses and the entire industry have been faced with new and evolving challenges. Yet, agencies—big and small—have remained resilient. We are celebrating that determination to keep going, despite the odds,” Chukwuemeka stated.
This year’s awards will also introduce new categories to keep the competition fresh and relevant. One of the notable additions is the LAIF Academy, a platform designed to encourage more engagement from agencies. The Academy will feature the Agency Choice Award, which allows accredited AAAN agencies to vote for outstanding works submitted by their peers.
Chukwuemeka noted, “We’re introducing the LAIF Academy as part of our effort to engage the community more actively. The Agency Choice Award is particularly exciting, as it gives agencies the opportunity to recognize and celebrate each other’s creative achievements.”
Another innovation for the 2024 edition is the introduction of the LAIF Report, which will serve as an annual ranking platform for agencies, providing a comprehensive record of their achievements. Chukwuemeka described the report as a valuable tool for both established and upcoming agencies to track their progress and set benchmarks for future success.
This year’s award ceremony will uphold international best practices by presenting plaques to agencies that win the coveted Grand Prix and Gold categories. Agencies that win Silver and Bronze will receive certificates as a mark of their creative excellence.
Chukwuemeka also assured that the entry fees for the awards would remain unchanged, a decision aimed at encouraging more participation from agencies, not only in Nigeria but across the West African subregion.
“We want as many agencies as possible to be a part of LAIF this year, which is why we’re keeping the entry fees the same. It’s all about inclusivity and growth,” he emphasized.
The LAIF Festival Week will take place from November 18 to November 24, 2024, featuring various events, panel discussions, and workshops aimed at celebrating creativity and innovation in the advertising industry. The exact dates for entry submissions will be announced soon, with AAAN urging all registered agencies to prepare their best works for submission.
Adisa reiterated the importance of the LAIF Awards as a platform to showcase creativity not only in Nigeria but across the West African subregion. “The brands we see in the marketplace are products of great ideas, and the LAIF Awards is where we celebrate those ideas. We’re excited about this year’s edition and the broader participation it promises,” he said.
With the new categories, expanded participation, and unchanged entry fees, the 2024 LAIF Awards are set to be one of the most inclusive and competitive in its history, reflecting the evolving dynamics of the advertising industry in Nigeria and beyond.
