Lanre Adisa Loeries Creative Week
July 23, 2019

Loeries Creative Week Judges – Lanre Andisa


CEO and CCO for Noah’s Ark Communications Limited, Lanre Andisa, has been announced as one of the judges for the Live, PR and OOH Categories at this years Loeries Creative Week.

He shares a bit about his accomplishments and what he’s looking forward to at Loeries 2019.

Tell us a bit about your professional achievements.

I started out as a trainee copywriter twenty nine years ago. In the course of my career I’ve worked for some of the top agencies in Nigeria, holding creative leadership positions. My last agency was TBWA\Concept where I was the ECD. I started Noah’s Ark in 2008. In that period we have grown from a startup of less than ten people to Nigeria’s most awarded agency, creating category-shifting work for  some of the biggest and most influential brands in the country. About three years ago, we became an affiliate creative agency of Dentsu Aegis Network. Beyond this is the culture that has evolved from our journey so far. Because this is Noah’s Ark, everyone here is a creative animal of some sorts with their own avatar. There’s a general air of freedom to be who you are in that animal kingdom which has influenced our approach to work and life.

What makes you excited about brand communications? What new skills and technologies do you see coming through in media and advertising right now?

The greatest joy for me comes from being part of a team that consistently proffers creative solutions to our clients’ business problems. We pride ourselves as an extension of our clients’ businesses. Seeing these solutions translate to results is the adrenaline that keeps us going. One common thing that is emerging in our work and, I dare say, that is influencing our market in general, is the rise of storytelling in a way that is relatable to our local experiences. We have deployed this so well that we have been able to convert our audience to fans and advocates of our work. This has been further boosted by the rising power of Digital.

What is unique about brand communications in Africa and the Middle East?

The first thing to note is that ours is a young continent. It’s the same thing you’ll find in the Middle East. These young people are smart and tech-savvy. They know what they want and sometimes they bring about change using the power of their numbers and their knowledge of today’s technology as we’ve seen in the Middle East and most recently, in Sudan. As brand people, this is something that is propelling us to do better work. The rate of urbanisation in Africa is on the rise. Today, content is created and consumed without boundaries. This is where we play today. Understanding our audience and the new reality of our world is driving us to work better and raise our game. We are no more in the business of just creating advertising; we are all about relatable and relevant content that delivers results.

What kind of innovation and creative work will you be looking for as a judge of the Loeries 2019?

I’m looking forward to the evolution of the African narrative. How are we telling our stories with all the new tools at our disposal? I’ll be looking forward to ideas that deliver solutions we never thought possible using what we know in ways we never could have imagined. I look forward to being blown away by all these beauties.

Do you think the tenets of a successful media campaign are universal? What makes a campaign work in your country?

By and large, the most effective communication is the one that is able to reflect our realities, be they personal or local, in a fresh bold way. It may make us laugh, think, cry or take certain actions we weren’t thinking of before. Sometimes the issue may be human and universal. Even at that, our audience must be able to relate with it. So it can never be one size fits all. For any work to be successful here, it needs to mine the things that are peculiar to the local audience and express them in a way that is down to earth and entertaining or action-inducing.

Loeries Creative Week takes place from 22 to 25 August in Durban. Go to loeries.com for more info and to book your tickets.


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