LAIF 2013 Medals Table: Dearth of Gold, Dwindling Creativity

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By Alphonsus E.W

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 If the awards garnered at the recent Lagos Advertising and Ideas  Festival (LAIF) Awards are to be used as the yardstick to measure the state of the advertising industry, then two things are evident; that though Insight Communications remains the most creatively febrile agency in the country, the light of the creativity bulb is dimming.

 LAIF released the Medals Table showing who won what at the award event which held at the Intercontinental Hotel Lagos on 9 November, 2013. In what can pass for the Nigerian Advertising League Table, Insight Communications topped the table with a total of 26 medals; 4 Gold, 8 Silver and 14 Bronze. Noah’s Ark won a total of 12 medals made up of 1 Gold, 4 Silver and 7 Bronze to come second while X3M Ideas came third with 1 Gold, 1 silver and 1 Bronze.

Other creative agencies on the medal table include 141 Worldwide with 2 silver and 1 bronze, LTC JWT with 1 silver and 4 bronze, Lowe Lintas with 1 silver and 1 bronze and Rosabel Leo Burnett which won 1 silver. The table also showed Cosse and SO&U Saatchi 7 Saatchi each winning two bronze, while Centrespread, DP Partnership and Fuel Communication each got a bronze medal.

Compared to previous years, the table showed a dearth of gold medals which many industry commentators, including some of the judges of the award, attributed to the dwindling level of creativity in the industry. One noticeable evidence of the dwindling level of creativity was in the outdoor category where most of the works presented were plainly directly cut and paste from print ads.

The 2013 LAIF Awards also showed the falling performance of old generation agencies like Lowe Lintas, Rosabel Leo Burnet, LTC JWT, Centrespread and SO&U Saatchi & Saatchi compared to newer agencies run by renegrade creatives Like Noah’s Ark, run by Lanre Adisa, creative metronome and former Insight Creative Director and X3M Ideas, the year old agency founded by Steve Babaeko. Below is the full table showing who won what at the LAIF Awards 2013.

 Agency

Gold

Silver

Bronze

Total

  1. Insight Communications

4

8

14

26

 2. Noah’s Ark

1

4

7

12

 3. Extreme Ideas

1

2

1

4

 4. DDB Lagos

9

10

19

 5. 141 Worldwide

2

1

3

 6. LTC-JWT

1

4

5

 7. Lowe Lintas

1

1

2

 8. Rosabel

1

1

 9. Cosse TIL Limited

2

2

 10. SO & U Saatchi

2

2

 11. Centerspread

1

1

 12. DP Partnership FCB

1

1

 13. Fuel Communications

1

1

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