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Experts Advocate for New Paradigm Shift in Storytelling


Experts at the 2019 Marketing Edge National Marketing Stakeholders Summit.

Experts in the Integrated Marketing Communications recently came together at the 2019 Marketing Edge National Marketing Stakeholders Summit & Brands and Advertising Awards to deliberate on current trends in the industry and how professionals and organisations can take advantage of that to promote the industry.

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The event themed “Story Telling as a New Paradigm Shift in Contemporary Brand Building: Convergence of Creativity and Technology” was held at the Balmoral Hall in Oregun, Ikeja. The keynote speaker of the summit is one of Nigeria’s most iconic marketing personalities, Professor. Chris Ogbechie of the Lagos Business School.

In his welcome remarks, the Publisher, CEO of Marketing Edge, John Ajayi said that this year’s theme is a reflection of the current mood in the marketplace which necessitates the need to create a nexus and positive engagement between the brand and its target audience. He added, “With the seller’s era gone for good, today’s marketing company cannot continue to lord it over the modern day consumer.

Commenting on the keynote speech and panel discussion at the summit, the Managing Consultant, Market Space Nigeria, George Thorpe, said he was excited on how Professor Chris Ogbeche delivered his speech and the way panellists dissected the theme. “I think the topic was handled very well by Professor Chris Ogbechie and the discussants that followed did a marvellous job in elaborating most of the things that he pointed out during his speech.”

Speaking in the same vein, the Managing Director, Oracle Experience, Felix King Eiremiokhae, noted that the ideas and learnings from the summit would contribute greatly to the industry. Eiremiokhae pointed out that the event was an eye opener to young practitioners who know little or nothing in the marketing communications space.

In his words: “A lot of people are here to learn one or two things. It’s like basically saying, ‘okay let me come and learn. Many do not understand this industry. When you talk about the marketing industry, what is it all about?

“People don’t even know that in the marketing industry, there are a whole lot of different units that make up the entire Integrated Marketing Communications unit. But I think that a programme like this help people to have a deeper understanding of what this whole industry is all about.”

The DGM, Communication & Public Relations, Niger Delta Power Holding Company Ltd (NDPHC), Funke Nwankwo, in the same vein added, “It is a very good way to go in the marketing industry because it is giving people the platform to learn and it is important for you to learn and re-energise yourself in the field where you operate so that you can be relevant in whatever you are doing.

At the awards part of the programme held later that evening, individuals, brands, agencies and various organisations were given awards from different sub sectors of the IMC industry as well as other allied industries. Among winners for the night are Shongai Packaging Company, Spectranet, Aiteo, AbInBev, Multichoice, MTN, Eat ‘n’ Go, Stanbic Bank among others.

Leo Burnet Lagos, I Prospect, Acuity, BrainBox, Integrate Indiigo, Oracle Experience, Culture Communications, Zenera, Ideas House, Carat Nigeria among others are agencies that won at the awards while Dozie Mbanefo, MD, New Crystal; Yusuf Olaolu Ali, Dr. Abayomi Ajayi, Yomi Benson, Steve Babaeko, Meka Olowola among other individuals were awarded.

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