Industry leaders at the 2025 Lagos Advertising & Ideas Festival (LAIF) Creative Conference have called on creatives to deliberately integrate technology into storytelling and brand communication, while maintaining discipline, resilience and strong creative values.

The conference, which attracted a large number of young creatives, focused on the evolving advertising landscape and the principles required to produce world-class ideas in an increasingly competitive and technology-driven industry.

President of the Association of Advertising Agencies of Nigeria (AAAN), Mr. Lanre Adisa, urged young creatives to adopt a mindset of craftsmanship, stressing that outstanding ideas are born out of hard work, persistence and continuous improvement, regardless of technological advancements.

According to Adisa, while tools for idea generation have improved, the fundamentals of dedication and discipline remain unchanged. He encouraged young professionals to embrace the rigours of the creative process and remain committed despite challenges.

Chairman of the Lagos Advertising & Ideas Festival Management Board, Mr. Jay Chukwuemeka, described creativity as a demanding craft that rewards those willing to stretch beyond their comfort zones. He encouraged participants to view challenges as opportunities to refine their skills and elevate the quality of their work.

Speaking during a panel session titled “The Anatomy of Genius: Unpacking the Human Truths and the Craft Behind Award-Winning Work,” Chief Executive Officer of X3M Ideas, Mr. Steve Babaeko, emphasized the need for creatives to go the extra mile to convince clients, especially under pressure. He noted that understanding client psychology and business objectives is critical to successfully selling creative ideas.

Another panelist, TJ Njozela, Creative Director at Dentsu South Africa, highlighted the importance of balancing award-winning creativity with responsibility and best practices, even when faced with client resistance.

Chief Visionary Officer of Event Architects Limited, Mrs. Funmi Victor-Okigbo, added that attention to detail is essential for delivering exceptional creative work. She stressed that client satisfaction and enthusiasm should be a key measure of success.

In a separate panel session titled “Future of AI in Communications,” Marketing Director at Visa West Africa, Mr. Seun Adaramola, described artificial intelligence as a powerful tool for enhancing communication effectiveness. He encouraged agencies to adopt AI while infusing creativity and emotional depth into their work.

Founder of the Naija AI Film Festival, Mr. Obinna Okerekeocha, said AI enables creatives to bring their ideas to life faster, adding that the future of African storytelling lies at the intersection of art and technology. He noted that his organisation is committed to recognising creatives who effectively deploy AI to produce innovative concepts.

Founder of SAY Visionaries, Ms. Susan Younis, also emphasized the importance of using AI as a storytelling tool that allows agencies to shape narratives with greater precision.

During a panel session titled “Power of Collaboration Across Disciplines,” Chief Executive Officer of Q21 Solutions, Ms. Eunice Adeyemi, stressed the importance of trust between agencies and clients to enable seamless integration of technology into creative experiences.

President of the Experiential Marketers Association of Nigeria, Ms. Tolulope Medebem, echoed this view, noting that co-creation between clients and agencies is key to delivering memorable brand experiences. Head of Marketing at Diageo, Mr. Segun Ogunleye, also called for stronger collaboration among brands, agencies and partners.

Founder of the Lagos Street Art Festival, Osa Seven, highlighted the importance of teamwork and delegation in scaling creative output and achieving global standards.

Another session on “Authenticity in African Storytelling,” moderated by the Chief Executive Officer of Accelerate Media Group, emphasized the need for creatives to ground their work in integrity, authenticity and continuous improvement.

The conference also featured a panel on “Women in Advertising,” which examined challenges faced by women in the industry and explored strategies for supporting work-life balance without limiting career growth.