Nigerian Agencies Must Raise Their Game To Win Regional Advertising Awards, Says Joseph Uwandu

Nigeria’s advertising industry needs to raise its creative standards, strengthen its presence at regional awards and give young professionals greater access to international opportunities if it hopes to compete more effectively across Africa, according to Joseph Uwandu, Senior Media Manager, dentsu x and dentsu Location Services at MediaFuse-Dentsu Nigeria.

Drawing on his experience serving on the Loeries Youth Committee in Cape Town, South Africa, Uwandu believes Nigerian agencies must become more intentional about participating in platforms such as the Loeries Awards, Cannes Lions and the Pitcher Awards. He argues that these events offer more than trophies, providing opportunities to learn from other markets, build professional relationships and understand the standards shaping the global marketing industry.

His assessment comes against the backdrop of what he describes as a disappointing showing by Nigerian agencies at this year’s Loeries Awards, where, according to him, the country received neither an award nor a nomination. Agencies from other African markets, particularly South Africa and Kenya, secured recognition, highlighting a gap Uwandu believes Nigeria must address.

For him, the answer begins with exposure and a willingness to measure local work against standards beyond the domestic market.

Reflecting on his experience with the Loeries Youth Committee, Uwandu described the programme as an opportunity to contribute to industry development while gaining valuable insight into the wider African marketing landscape.

The committee organised masterclasses for students and undergraduates from the University of Cape Town, as well as young marketing professionals. It also collaborated with major brands, including a leading South African financial institution, whose representatives participated in the sessions.

The programme brought together aspiring marketers, creatives, strategists, media professionals and producers for a week of workshops, networking activities and meet-and-greet sessions.

Beyond the organised activities, the experience gave participants access to senior figures across the industry, including chief executives and other influential professionals.

“One of the key benefits for me personally was the exposure. We met highly influential people in the region across the industry, including CEOs and senior executives. These connections and the learning that came with them were invaluable,” he said.

That exposure, he believes, is particularly important for Nigerian professionals who may have limited opportunities to observe how brands and agencies operate in other African markets.

Uwandu said his experience at the Loeries challenged his perception of the Nigerian advertising landscape, particularly when he compared the standard of winning entries with some of the work produced locally.

“I believe Nigerian agencies need to become more regionally active and deliberate about participation. Many of the winning works I saw were genuinely deserving of their awards. When I compared them with some of the Nigerian entries I’ve seen or been part of, it was clear that we still have some catching up to do,” he said.

He pointed to differences in how outdoor advertising is deployed across markets as one example of the lessons Nigerian agencies could draw from regional exposure.

According to him, outdoor advertising in South Africa is often used for straightforward communication, while Nigerian brands frequently deploy it as a symbol of status and visibility. He also observed that airport branding receives considerable investment in some other markets, an area he believes Nigerian advertisers could explore more deliberately.

These differences, he explained, demonstrate why agencies should look beyond familiar local practices when developing media strategies and creative solutions.

Uwandu described the Loeries as a regional equivalent of Cannes Lions, arguing that Nigerian agencies should attach greater importance to the platform.

“The Loeries, in my opinion, is our own regional Cannes. The same level of seriousness we attach to Cannes Lions should be extended to the Loeries. It’s the ‘low-hanging fruit’ for us to start gaining regional recognition,” he said.

He believes success at regional platforms could help Nigerian agencies build the confidence, experience and visibility required to compete internationally.

The absence of Nigerian recognition at this year’s edition, as he observed, should therefore serve as a prompt for agencies to reassess how they develop, document and submit their work.

For Uwandu, awards are not simply ceremonial achievements. They can strengthen agency credibility, attract the attention of international clients and create opportunities for business development.

He noted that award entries typically identify the agencies and clients responsible for the work, giving recognised organisations visibility among the international professionals attending these events.

“If a Nigerian agency were to win ‘Regional Agency of the Year,’ it would instantly attract global interest and elevate our standing,” he said.

However, he cautioned against treating awards as an end in themselves. Rather than focusing exclusively on submitting entries, agencies should concentrate on producing work that demonstrates originality, strategic thinking and measurable value.

He said creative teams should approach client briefs with a mindset that goes beyond simply meeting immediate requirements, developing solutions with the potential to become compelling industry case studies.

At the same time, he stressed that the pursuit of recognition must not come at the expense of client satisfaction or responsible budget management.

“The goal is not to overspend or compromise client satisfaction just to win awards, but to embed excellence as a habit in every execution,” he said.

His message also extends to the next generation of marketing professionals, whom he believes need to take greater responsibility for seeking opportunities outside their immediate professional environments.

Through his involvement in youth-focused initiatives, Uwandu has seen how international programmes can expose young talents to new standards, industry relationships and career possibilities.

He encouraged young professionals to explore opportunities such as the Cannes Young Lions competition and the Loeries Youth Committee, noting that some programmes have age-related eligibility requirements.

“Exposure is everything. What you don’t know is often bigger than you. You can’t measure your growth by local standards alone; you must benchmark yourself against global peers,” he said.

Uwandu also highlighted scholarship opportunities associated with Cannes, explaining that selected young participants may receive support covering major travel and participation expenses. He urged aspiring professionals to research such opportunities early and take the initiative to apply.

His own experience with Cannes Young Lions, he said, fundamentally changed how he approached professional development.

After an unsuccessful first attempt, he returned to the competition’s website and studied more than 100 previous winning entries across different award categories. The exercise helped him recognise areas where his own work needed improvement and encouraged him to strengthen both his technical and interpersonal skills.

Although subsequent Loeries submissions did not result in shortlisting, he said the process continued to provide valuable lessons.

For Uwandu, disappointment should lead to reflection rather than discouragement. Studying recognised work, understanding what makes it effective and applying those lessons to future projects are important parts of professional growth.

He also credited Dentsu’s international network and talent development initiatives with helping young professionals access opportunities that might otherwise remain beyond their reach.

According to him, the organisation supports employees through competition registrations, learning materials, guidance from directors and regional mock competitions designed to prepare participants for international events such as Cannes.

He described this investment as evidence of the network’s commitment to developing talent and preparing its people to represent the organisation on international platforms.

For young professionals considering a career within Dentsu, Uwandu said the opportunities are available to those willing to demonstrate commitment and take initiative.

Ultimately, his message to Nigerian agencies is that regional recognition must be pursued through consistent investment in quality, learning and participation. The industry’s creative talent, he suggests, needs to be matched by greater international exposure and a stronger understanding of what makes work stand out across different markets.

As African advertising markets continue to showcase their capabilities on regional and global stages, Uwandu believes Nigerian agencies must become more deliberate about turning their creative potential into work that earns wider recognition.

The challenge, as his Loeries experience suggests, is not simply to enter more competitions, but to produce work that can stand confidently alongside the best in the region and beyond.