Upstage As Molfix Emerges Brand Of The Year, Airtel, Tom Tom, Others Shine At ADVAN Awards 2018


ADVAN and Molfix

Barely three years after it entered the already saturated Nigerian diaper industry where it has since assumed leadership with the largest share of the market, the Molfix brand has stunned observers by clinching the prestigious Brand of the Year grandprix award of the Advertisers Association of Nigeria’s, ADVAN’s Marketing Excellence Awards, held recently.

Meanwhile, brands like Milo emerged winners in New Brand/Extension/ Revitalization category; Hypo won the Innovation Category; Airtel clinched the campaign of the Year Category; Molfix also won the Experiential Category; TomTom won the Digital/Social Media Marketing category; Power Oil emerged the Corporate Social Responsibility; Awoyemi Olubunmi Oladipo, a student of University of Ibadan won the Future Leader of Marketing Category and Malta Guinness won the Consumer Promotion Category.

The event which also commemorated ADVAN’s 25th Anniversary and achievements over the past twenty-five years took place at the Civic Centre Victoria Island Lagos and had in attendance top executives in the MarComm value chain. Also present at the event was the Lagos State Commissioner for Information and Strategy, Kehinde Bamigbetan representing the Executive Governor of Lagos State, Akinwunmi Ambode.

In her welcome address, the President of ADVAN, Folake Ani-Mumuney welcomed guest and members present at the awards. She highlighted ADVAN’s journey so far, emphasizing on the need for ADVAN to continue to tell its story. She also elaborated on the essence of the awards, which is to reward exemplary marketing initiatives and encourage best practices in the industry.
The Keynote speaker for the occasion Mr. Femi Odugbemi, a multi-talented movie producer and director, spoke extensively on the significance of brand storytelling to the consumer. According to Odugbemi, brand stories should have an emotional effect on consumers. “Stories are powerful, they make consumers understand the complexities of life.” He stressed that storytelling is a tool to create a connection with the consumer, more so because digitalization has made it possible for brands to tell their stories better using technology.

He admonished brands to ensure their stories are not just profit-making ventures, but passionate, empathetic and provocative.

The Executive Governor of Lagos State, Akinwunmi Ambode commended the leadership and entire members of ADVAN for remaining true to the ideals of its founding fathers by sustaining the legacy of recognizing innovative and effective contributions of stakeholders in the growth and development of marketing as a tool of economic development and growth. He admonished the association to support the State Government’s environmental sustainability programme by utilizing recyclable materials and ensuring that the location or placement of advert billboards and signage conform to the standards set by the State Signage and Advertising Agency (LASAA) in the interest of all.

The full list of winners of the night include:
New Brand/Extension/ Revitalization
• Milo – Winner
• Hypo – 2nd Position
• Indomie Relish- 3rd Position
Innovation Category
• Hypo – Winner
• Indomie Relish – 2nd Position
• Power Oil Marketing – 3rd Position
The campaign of the Year Category
• Airtel – Winner
• Guinness Extra – 2nd Position
• Minimie Chinchin – 3rd Position
Experiential Category
• Molfix – Winner
• Goldberg – 2nd Position
• Dufi Indomie- 3rd Position
Digital/Social Media Marketing
• TomTom – Winner
• Molfix – 2nd Position
• Heineken – 3rd Position
Corporate Social Responsibility
• Power OIl – Winner
• Hayat Molfix – 2nd Position
• MTN Foundation – 3rd Position
Future Leader of Marketing Category
• Awoyemi Olubunmi Oladipo – University of Ibadan Winner
• Marie Therese Oke – Pan Atlantic Univerisity 2nd Position
• Odunlami David Adebodun – University of Lagos 3rd Position
Consumer Promotion Category
• Malta Guinness – Winner
• Three Crown Milk – 2nd Position
• 33 Exports – 3rd Position
Brand of the Year
• Hayat Molfix – Winner
• Dufil Indomie – 2nd Position
• Power Oil – 3rd Position

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