How AI, resilience can serve as catalysts for successful storytelling, brand innovation — Experts

THE nation’s advertising industry has, without a doubt,  continued to evolve. Interestingly, not a few stakeholders believe the advent of technology has come to either make or ‘break’ businesses in the space, depending on how well or otherwise practitioners are able to imbibe the digital culture in their operations.

Not a few therefore saw the recently-held  2025 Lagos Advertising & Ideas Festival (LAIF) Creative Conference as one of the ways the industry has continued to prepare itself  for the ‘doom’ or ‘boom’ the digital advent brings; and, the consensus among resources persons at the conference being in tandem with the popular marketing axiom, ‘innovate or die’.

The Conference, which, successfully, brought together leading voices in Nigeria’s creative industry was able  to discuss the evolving landscape of the advertising industry, resilience, and the discipline required to produce world-class ideas.

For instance, with a strong presence of young creatives in the audience, the conference placed heavy emphasis on the values that sustain long-term success in advertising, storytelling, and brand innovation.

Making his input to the discourse, the  President, Association of Advertising Agencies of Nigeria(AAAN), Lanre Adisa, advised young creatives to adopt a mindset of craftsmanship, one that recognises that every ground-breaking idea requires energy, sweat, and an unwavering commitment to improvement.

Adisa, who is also the chairman of Heads of Advertising Sectoral Group (HASG),  noted that despite advancements in technology and idea-generation tools, the fundamental principles of hard work and determination still define the quality of output.

The Chairman, Lagos Advertising and Ideas Festival Management Board, Jay Chukwuemeka, described creativity as a demanding craft that rewards those who are willing to push beyond their comfort zones, cultivate their skills, and remain dedicated to producing work that stands out in both quality and purpose.

He encouraged participants to adopt a mindset that embraces challenges as stepping stones toward exceptional creative output.

Speaking during a panel session titled: “The Anatomy of Genius: Unpacking the Human Truths and The Craft Behind Award-winning work,” CEO, X3M Ideas, Steve Babaeko, stressed that creatives must be able to go above and beyond to deliver their craft to get the clients convinced, especially when under immense pressure.

According to Babaeko, it is the responsibility of creatives to understand the psychology of clients while pushing their ideas, stressing that many clients are driven by key metrics such as volume, profit, or bonus.

In another panel session titled “Future of Artificial Intelligence (AI)  in Communications,” Marketing Director, Visa West Africa, Seun Adaramola, stated that AI remains the most potent tool to make communication more effective, while stressing the need for both agencies and clients to embrace it.

Adaramola urged agencies to leverage AI while also ensuring that they deploy creativity to infuse emotion into their work.

Also speaking, Founder, Naija AI Film Festival, Obinna Okerekeocha, described AI as crucial to bringing creatives’ imaginations to life faster, adding that the future of African storytelling lies at the intersection of art and technology.

Okerekeocha stated that his organization is committed to rewarding individuals who can effectively utilize  AI tool by generating innovative ideas.

Making her position known, Founder, SAY Visionaries, Susan Younis, explained that agencies must leverage AI to tell the story the way they want it.

Speaking during another panel session titled’ Power of Collaboration Across Disciplines”, the Chief Executive Officer, Q21 Solutions, Eunice Adeyemi, noted that agencies must earn the trust of their clients to enable them create experience that infuses technology at will.

In her submission, Tolulope Medebem, President of the Experiential Marketers Association of Nigeria, corroborated the earlier position, stating that clients must be willing to co-create with agencies to deliver an unforgettable experience on every project.

Speaking during the session, Segun Ogunleye, Head of Marketing at Diageo, stated that brands, agencies, and other partners needed to have a collaborative mindset to achieve their objectives.

Also speaking, Chief Executive Officer, Accelerate Media Group, who moderated a session on a topic titled “Authenticity in African storytelling,” explained that creative professionals must ground their work in values that inspire integrity, authenticity, and continuous improvement, qualities that remain relevant despite evolving industry trends.

The other remaining panel session, titled ”Women in Advertising,”  had its thematic thrusts woven around  challenges faced by women in the profession, and how employers should help female employees achieve work-life balance without necessarily hindering their career growth.