The focus was on the transformative power of Out-of-Home (OOH) advertising in Nigeria’s entertainment industry when key stakeholders gathered to deliberate at the highly anticipated Location Marketing Awards (LOMA) 2024 event.
The event was held on September 27 and 28 at Marcelina’s Place and the Marriott Hotel. The conference explored innovative ways to harness OOH advertising to propel the country’s vibrant entertainment sector to new heights.
Under the theme: ‘Unlocking the Power of Out-of-Home Advertising in Building the Nigerian Entertainment Industry,” the event brought together industry leaders for engaging panel discussions, presentations, and keynote speeches. Participants delved into the unique features and advantages of various outdoor advertising platforms, emphasizing their vital role in entertainment promotion.
Notable speakers included Yinka Adebayo, West Africa MD at OMD; Chuka Obi, Director of Creativity and Innovations at Globacom; Elohor Awe, Portfolio Manager at Non-Alcoholics Nigerian Breweries Plc; Amobi Ezeaku, CEO of Rangers International FC; Remi Du Preez, Managing Director of Polygon, South Africa; and Okeke Igwe, MD of Carat.
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Yinka Adebayo set the tone with a compelling keynote on the impact of OOH advertising on Nigeria’s entertainment and media landscape.
He highlighted the critical importance of visibility, stating, “If your presence is not felt, your absence will not be missed,” and encouraged stakeholders to explore collaboration and partnership across industries.
The discussions covered a wide range of topics, from music and film production to visual entertainment, fostering a lively Q&A session that addressed key industry challenges.
Kingsley Onwukaeme, convener of LOMA, emphasized the organization’s commitment to excellence in the OOH sector: “LOMA’s primary focus is elevating excellence within the Out-of-Home advertising industry through our thought leadership sessions and maintaining integrity in our award processes.”
The event concluded with an awards night at the Marriott Hotel, celebrating excellence in OOH advertising. Onwukaeme, emphasized the dual purpose of the evening: to recognize industry achievements and inspire future generations. “Yesterday was for learning; today is for celebration,” he added, “We believe that by promoting innovation and recognizing outstanding achievements, we can drive the entire sector forward.”
Dignitaries in attendance included Engr. Sir Dozie Mbanefo, MD/CEO of New Crystal; Wasiu Abiola, Cluster Media Lead, West Africa, Nigerian Breweries; Emmanuel Agu, Chair of the Advertising Standard Panel (ASP) ARCON; and Emmanuel Ajufo, Immediate Past President of OOAN. Various awards were presented, recognizing outstanding contributions in both corporate and individual categories.
Onwukaeme also expressed his gratitude to the event’s partners and supporters: “We extend our heartfelt thanks to all who made this event a resounding success. Special appreciation goes to our integrity partners, the Advertising Regulatory Council of Nigeria (ARCON) and Forvis Mazars, whose involvement ensured the credibility of our proceedings. We’re also grateful to our sponsors, including Absen and Polygon, whose support was instrumental in bringing this vision to life.”
One of the highlights of the awards event was the bestowment of the Most Influential OOH Personality award on Sir Dozie Mbanefo, MD/CEO of NewCrystal Communications.
In his appreciation, he thanked the convener, Onwukaeme and his team who he said deserved a lot of support for the great work he is doing for the industry, he also expressed surprise at the quality of attendance and global representation.