If We fail to Harness Our Creative Cultural Elements, We Will Lose Them to Others,” Executives Urge Promotion of Nigerian creativity

Advertising, creative, and media executives are emphasizing the need for Nigerian creatives to remain true to their identity, bold in their execution, and relentless in their pursuit of excellence.

In recent years, our focus as a country has rightly shifted to appreciating and repositioning our arts, culture, creative industry, and media and entertainment sectors. The potential in these sectors continues to provide us with unique opportunities to expand our economic base and meet the needs and aspirations of our growing population.

However, despite these advancements, there are still critical gaps that need to be addressed to fully harness this potential.

In separate interviews, nine creative and advertising executives stressed the pressing need for more individuals to genuinely and fiercely tell the true African story, especially those stories that are uniquely Nigerian.

Sharing a common message of urgency and opportunity, they noted that the Nigerian creative industry is at a pivotal moment where blending cultural authenticity with modern technology and global connections can propel it to new heights.
At the forefront of this call is the Chief Executive Officer, of X3M Ideas, Steve Babaeko, who during the Loeries Creative Connect in Lagos, emphasized the importance of cultural authenticity in storytelling.
“Our cultural heritage is a treasure trove of narratives waiting to be explored. But if we fail to harness and present these cultural elements effectively, others will inevitably step in and capitalize on them. If we continue to allow others to narrate our tales, we not only diminish our cultural heritage but also miss out on the opportunity to define our identity on the global stage. The time is ripe for our creatives to be unapologetically bold and unapologetically Nigerian in their approach, to craft our ideas with precision, and to share our stories with the world.”
Babaeko is confident that doing so will not only contribute to the growth and development of Nigeria’s creative industry, but also help shape the global narrative, and showcase the boundless talent that Nigeria has to offer.
“Sometimes, as opulent as we say Nigerians are, we get a little shy and reticent when it comes to putting ourselves out there with our ideas. Once we all become unapologetically Nigerian, don’t worry—the world will catch up. That’s what we need to do more: be bold with our ideas and go out there as Nigerians. Eventually, they’ll begin to see it. If it sounds a certain way, then it’s likely to be Nigerian. Afrobeat, as a music genre, didn’t begin by headlining major world stages. It took a while for the world to get used to the sound,” he added.

Also at the heart of this movement is the imperative to overlay our rich culture with technology.

“We have so many rich stories that belong to us. If you tell those stories in their raw form, people might miss the point. But if you enhance them with technology, I think it’s an opportunity for us to become more global and present ourselves to people who are not from Africa or people of color. And you know they are the majority,”

This sentiment is echoed by Group CEO of Livespot360, Deola Art Alade, who advocates for authenticity as a valuable export that can help Nigerian creatives stand out on the international stage.

“The most engaging content—the kind that goes viral and resonates deeply with audiences—is that which speaks to our culture and way of life,” she argued.

Authenticity, according to Deola, is key to creating content that not only captures the essence of Nigerian identity but also meets global standards of excellence.

Dare Art Alade, Executive Creative Director at Livespot360, further emphasized that the responsibility of telling authentic African stories lies with Nigerians themselves.

“If we do not tell our stories, others will—and they may not do justice to the depth and richness of our heritage. We must take pride in our culture, celebrate our uniqueness, and share our narratives with the world in a way that is both bold and unapologetic,” he stated.

However, achieving this requires a collective effort—one that embraces the uniqueness of the Nigerian experience and crafts it into compelling narratives that the world cannot ignore.

“In the end, the responsibility lies with us. If we do not tell our stories, others will—and they may not do justice to the depth and richness of our heritage. We must take pride in our culture, celebrate our uniqueness, and share our narratives with the world in a way that is both bold and unapologetic. The future of Nigerian creativity also lies in marrying these authentic narratives with global best practices, technology, and innovation,” Darey added.

Principal Consultant at DKO Consulting, Dolapo Otegbayi, expanded on the idea that unleashing the Nigerian creative spirit is a collective responsibility.

In her viewpoint, promoting Nigerian creativity requires a strategic and inclusive approach, one that empowers creativity “by the people, for the people.”

Otegbayi also envisions a collaborative ecosystem where brands, government agencies, influencers, businesses, and individuals all play vital roles in driving this movement.

This ecosystem, she believes, is essential for unlocking the full potential of Nigerian creativity and ensuring that it is nurtured, celebrated, and elevated to the forefront of global recognition.

“This means encouraging idea generation, content creation, production, execution, and media engagement from all corners of the Nigerian space. Brands, for instance, can leverage their platforms and resources to champion Nigerian creatives, showcasing their work and amplifying their narratives. Government agencies and parastatals can develop policies and programs that provide the necessary infrastructure, funding, and support to nurture the creative ecosystem. Influencers, with their vast reach and credibility, can use their voices to shine a spotlight on the innovative minds and groundbreaking ideas that are shaping the Nigerian creative landscape. Businesses, too, can play an essential role by incorporating Nigerian-inspired design, art, and storytelling into their products and services, further elevating the nation’s creative profile. And for individuals, the opportunity to participate in this movement is boundless.”

“Whether it’s sharing your own creative endeavors, engaging with and supporting fellow Nigerian creatives, or simply spreading awareness and appreciation, every contribution counts. By embracing this collective responsibility, we can create a synergistic ecosystem that not only celebrates the richness of Nigerian creativity but also empowers it to reach new heights.”

The Group CEO of Prima Garnet, Lolu Akinwunmi, reinforced the idea that creativity is not just about aesthetics but also about crafting narratives that resonate deeply with diverse audiences. He posited that as advertising practitioners, “we have the unique ability to shape perceptions and drive social change through our creative endeavors.”

“Advertising allows us to use our creativity to tell authentic stories that reflect the essence of who we are as a people, unite people, bridge cultural divides, and promote inclusivity. Through creative storytelling, we can address social issues, challenge stereotypes, and advocate for positive change. Creativity is the lifeblood of our industry, and its impact extends far beyond the realm of advertising,” Akinwunmi stated at the 51st AGM of the Association of Advertising Agencies of Nigeria (AAAN).

Continuing he pointed “Creativity is not just about producing aesthetically pleasing advertisements; it is about crafting compelling narratives that resonate with our diverse audience. It is about leveraging the power of storytelling to inspire, influence, and impact. It is a catalyst for national development, a powerful tool that can drive economic growth, foster social cohesion, and enhance cultural identity. Our creative expressions play a crucial role in preserving and promoting our cultural heritage. By celebrating our traditions, values, and unique identity, we can instill pride in our nation and showcase our rich cultural tapestry to the world.”

The Divisional Director of Marketing at Marketing Edge Anietie Udoh, also pointed out the need to change the narrative on social media, where many Nigerians are quick to criticize their country instead of showcasing its rich culture and creativity.

“Imagine the impact if we used our digital platforms to tell our stories in captivating and innovative ways,” Udoh said, urging Nigerians to use their platforms to drive progress rather than perpetuate negativity.

According to Udoh, to the outside world, it may appear that we are not proud of what we have, who we are, and what we can achieve with our stories.

“This perception is fueled by the fact that many of us are quick to criticize and belittle our country on social media, rather than using these platforms to showcase the richness of our culture and the depth of our creativity. But this narrative can—and must—change.”

“Our stories are not just tales to be told; they are powerful tools for change, capable of influencing perceptions, shaping opinions, and driving progress,” he added.

On his part, Chief Executive Officer, of Ideas Origin Media, Israel Obatunde, highlighted the strategic importance of promoting Nigerian creativity internationally.

Advocating for foreign partnerships, which can amplify the reach and impact of Nigerian creative works, Obatunde shared that by collaborating with international platforms and participating in global creative festivals, Nigerian creatives can gain invaluable exposure and increase their profile.

These partnerships, he notes, coupled with innovative approaches rooted in Nigerian creativity, are essential for positioning Nigerian advertising as a leader in global creative excellence.

Meanwhile, Managing Director for West Africa at Aleph Stanislaus Martins, expressed hope that there is need to create opportunities for innovation, promote collaboration, and encourage ongoing learning.

“When we cultivate a culture that values creativity, we can empower our members to push boundaries, explore fresh ideas, and deliver impactful campaigns.”

In his submission, Martins stressed that our industry carries the important duty of nurturing and supporting the creative talents within it.

“It is also vital that we advocate for policies that protect and promote the creative industry. Engaging with policymakers, industry leaders, and the wider community will help ensure that our work is acknowledged and appreciated. Together, we can build a supportive environment that fosters the growth and sustainability of the advertising sector,” he urged.

However, the path forward is not without its challenges.

Creative Director at Insight Publicis, Esosa Osagiede, cautioned against the temptation to westernize ideas at the expense of Nigeria’s rich cultural, social, and political roots.

“We need to take advantage of our rich stories, overlay them with tech, and present them on a global stage,” she said, emphasizing that authenticity, not mimicry, is the key to success. Osagiede believes that staying true to Nigerian stories will not only distinguish the nation’s work on the global stage but also ensure that it resonates with audiences far beyond its borders.

The devil is indeed in the crafting. If Nigerian creatives do not seize this moment to harness their cultural gems, they risk having them co-opted by others. The time to act is now, to tell our stories, to showcase our creativity, and to secure Nigeria’s place as a leader in global creative excellence.