CEO of marketing communication agency, Noah’s Ark, Lanre Adisa, in this interview with Bukola Afolabi reflects on issues in the industry, such as introduction of pitch fees, ability to survive current industry challenges, the onslaught of digital advertising, APCON reform and his organisation’s philosophy.
Between last year and the first quarter, the creative industry is still crying over issues ranging from pitch fee, dwindling creative spark as well as unhealthy financial status of agencies. Why is the industry still in the woods?
The issue of pitch fee is an ongoing thing. Successful implementation will depend on the individual agencies and their disposition to the collective industry stand on such matters vis-a-vis what they consider to be in the best interest of their business at every point in time. Considering what agencies put into pitches, paying pitch fees is one way of ensuring that clients don’t abuse the pitch process. Going by the overall performance at the last LAIF Awards, those of us in the creative business know that there’s more work to be done to get our work to a desirable standard that can compete favourably anywhere in the world. I believe that process has started with the formation of the Creative Directors Circle (CDC). We only need to rev up the pace.
Recently, top industry stakeholder, Gorge Thorpe, complained that most agencies are not rich while he also noted that multinational accounts are not really juicy as people often report. Are agencies truly poor?
You can say that our industry is going through a phase at the moment. While this is not the best of times for some, this is not necessarily the same for others. Like any entity, there will be challenges. That is not an issue. What matters is how we rise up to the challenge.
How resilient are we as an industry?
I won’t say agencies are poor in absolute terms. I think on the average, we are in survival mode. How we bounce back is the most important thing now. And that may not depend solely on the individual entities. We need to apply the creativity we sell to clients to our own business and I think there’s a lot in the APCON reforms that can get us going stronger as an industry.
In the era where people believe digital advertising will overtake traditional advertising, how will the creative industry survive?
I’m glad you mentioned the creative industry. It is not the channel that matters; it’s how we stay relevant as creative entrepreneurs. I don’t think we should fear digital. There will always be a role for traditional and digital advertising. As long as we remain in the creative business, our job is to see how we master all the possible tools in the best interest of our clients. In any case, digital is yet to really take off in Nigeria. What we have is more of media in the digital space as opposed to mould-breaking digital thinking. So there’s a big space there for any thinking agency that is ready to redefine itself. Come to think of it, there was a time when television was the new kid on the block that was revered the same way everyone talks about the internet today.
Many creative agencies now use 3Ds to design their artwork but it is assumed that the technology hardly portrays originality? Which school of thought do you belong to?
We don’t subscribe to a house style. We’d rather stick with a house discipline. That way, our execution is driven by the thrust of the idea as opposed to taking a cue from the style of the execution.
Your agency recently embarked on a campaign on child education but the creative concept sparked fear which made some media houses to reject publishing the advert. What’s the intention of the agency?
We are not in business just to make a living. We are all responsible for the little corner we’ve been given and whatever talent we’ve been blessed with. We thought at a time when there was so much hush about the menace that had taken over our land, our industry could help stir some reawakening and start a conversation on a possible way out of the terrorism menace from the point of view of the future of the Nigerian child. It’s almost clairvoyant in a way if you consider the global attention the Chibok abduction has sparked.
Your agency has always come up with creative concepts that try to break taboo. What’s Noah’s Ark creative philosophy?
Curiosity and courage are two out of our five creeds. It means that we go wherever the idea takes us as long as it’s in the best interest of the brands in our care.
How will you assess the creative industry in the light of the APCON reform?
I think it’s still early days in terms of the effect of the reform on the industry. A lot will depend on the will to implement the contents of the reform. I don’t expect to see change overnight, but if we are persistent and truly committed to change, we will see a difference in our business.
Some groups of people believe protectionism will not help industry growth?
I believe the intention is not to stifle growth. It behoves every country, every industry to find a way of ensuring a future for its stakeholders. In an increasingly global world, that throws up some kind of challenge. You want participation from outsiders, but then you also don’t want to leave your flank so open to the point that you get run over. We need some kind of balance and I think that will evolve with time.
With the current crisis hitting the Publicis/Omnicom merger, what is your opinion on the effect on global advertising and the Nigerian market?
There’s a whole lot of ego that plays out at the top of the chain. The hope is that the clients will benefit from these super structures. But then again, is that what we get? The whole world thought the merger was bound to wobble or collapse at some point. Only thing is no one thought it would be this early. As far as Nigeria is concerned, I don’t foresee any major change.
You agency is yet to have a foreign affiliation. Are you not a believer of foreign partnership/idea?
Every organisation will embark on things that are of strategic relevance to its interests. We are not against foreign affiliation as long as we know that it in line with our vision. Having a foreign tag to your name is not a mandatory for our business. Beyond affiliation, there is collaboration. We collaborate with other agencies in other parts of the world and that works for us. If we think affiliation will help our cause, we’ll surely consider it.
What is the total billing of the creative industry?
One of the banes of our business is the paucity or sometimes absence of data. Different sources will offer different estimates of the industry. As at last year, the general belief is that the industry is worth 300 billion naira. One can’t be really sure.
What is the mission of Noah’s Ark and how far have you achieved your mission since you started out?
Our vision is to play in the premier league of advertising, to earn the respect of clients and our peers wherever in the world they may be. It is even more important to earn that respect first in Africa. Every other region in Africa has left some imprint on the world in one way or the other except West Africa. We hope to change that story and join the conversation. From our modest achievements in the past six years of existence, we believe we are on our way to achieving that goal.
Nigerian ad agencies aspire to get the Cannes Lion award but none has been able. Why are we not there yet?
You can’t win the World Cup through mere aspiration. We need to work harder at it. It is possible and we shouldn’t give up trying. The consciousness to make it happen is stronger now than when I started my career when it was non-existent. We need to up our game and remain alive to the key issues in our industry beyond our shores.
