Organisations and marketing professionals have been urged to think outside their current box of solutions to marketing problems and embrace new ideas.
Advertisers Association of Nigeria (ADVAN) President, Kola Oyeyemi, made the point in a lecture at the 2014 edition of ADVAN Marketing Excellence Awards in Lagos.
Oyeyemi said the awards, which have evolved over the years, were instituted in response to new developments in marketing theory and practice that reflect the critical role of marketing as the source of value creation for businesses.
He recounted the changes in marketing in the past few years, saying it is imperative that professionals stay in tune with current realities by keeping up with technologies and trends to understand the opportunities and risks facing today’s enterprises.
Awards panel Chairman, Rotimi Olaniyan, explained that the awards do not showcase the biggest spender but show how organisations deploy due diligence and creativity to achieve objectives.
Olaniyan stressed the need for advertisers to give the awards process more focus and time as selecting the best is a big task.
“These awards are about honouring brands for their due diligence and the amount of details put into the effort,” he said.
He urged members to pay attention to the quality of entries because judges choose only the best.
Orijin won the award in innovation category, followed by Starlite and Lords Dry Gin.
Oral B emerged winner in the consumer insight category. PZ Cusson did in corporate social responsibility ahead of MTN and Aquafina.
MTN came first in the digital marketing category; Snapp second, and Amstel third.
Milo led the pack in the consumer promotion category ahead of Gulder and Ariel.
Emmanuel Olatokun emerged the best future leader in marketing; Himmikaiye David second, and Alabi Tolulope third.
Goddie Ofose of TheNiche won in the Brand Journalist of the Year category.
Other winners in other categories included Ecobank, Onga, Star, Fayrouz, and Harp.
