The Industry Is Moving Toward Work That Works: LAIF Must Reflect That Shift, Says Ralph Idu, Head of Jury Committee, LAIF

In Nigeria’s IMC industry, the Lagos Advertising and Ideas Festival (LAIF) consistently stands as a symbol of creative excellence in Nigeria. The festival has evolved into a respected benchmark for innovation, storytelling, and brand building.

 This year, the festival is marking its 20th anniversary. A significant milestone that acknowledges two decades of raising standards, spotlighting imaginative thinkers, and shaping the direction of Africa’s advertising ecosystem. For a platform constantly redefining excellence, LAIF continues to stand as a reminder that credibility in recognition matters and creativity must always lead.

This year, LAIF will be celebrating its ’20 years of crazy’ at Marriott Hotels, Ikeja, on the 29th to 30th of November 2025. The platform is entering a new phase of transformation guided by its renewed focus on transparency, accessibility, and measurable impact.

At the centre of this evolution is the Jury Committee led by Ralph Idu. His approach to executing this task is clear and uncompromising. Creative work must be judged fairly and through processes that everyone can trust.

 According to him, the future of LAIF depends on the strength of its credibility. He states, “Transparency is not optional. It is the foundation of credibility and the confidence the industry must have in the festival.”

One of the major steps toward this renewed direction is the complete revamp of the LAIF website. It is the most significant upgrade in the festival’s history.

 Idu explains that the new website was designed to simplify and strengthen the entire entry experience. It includes clearer category definitions, detailed submission guidelines, and a setup that eliminates confusion and unnecessary back-and-forth from participating agencies.

He believes this shift allows entrants to correct errors early and understand exactly what is expected of them. “The clarity provided means fewer misinterpretations, better submissions, and fewer administrative distractions. That makes our work more focused and more efficient,” he says.

This revamped structure is already improving the quality of entries and reducing delays that once slowed the evaluation process.

Instead of spending time resolving technical issues, the jury can now concentrate purely on assessing creativity, execution, and effectiveness.

This directly supports the committee’s most important objective: a judging system that rewards excellence. This is because the rules are very clear, the playing field is even, and every participating team feels respected.

Beyond its digital upgrades, LAIF is intentionally broadening its jury representation. It is introducing more diversified voices from beyond traditional agency walls.

The process uses a rotation model that welcomes new jurors each year, encourages fairness, and reduces repetitive bias.

Idu reinforces that a credible award system must reflect the industry it seeks to elevate. “Creativity has expanded and LAIF must expand with it,” he says. “To properly evaluate the work of today, we need a wider range of expertise and perspectives inside the room.”

As a result, individuals from client-side marketing, the public sector, and broader creative industries are being included more frequently.

 This approach strengthens objectivity and challenges the committee to assess campaigns based on real value, not reputational legacy.

Gender balance is also a top priority. The committee continues to ensure that voices often underrepresented in leadership roles are fully included in making decisions that shape the future of creative work.

A key shift for LAIF 2025 is the introduction of Non-AAAN categories. For the first time, the festival will celebrate creative contributions beyond advertising agencies. This includes film, gaming, independent content ecosystems, digital products, experiential technology, governance campaigns, and social impact work.

 Idu believes this change is necessary because creativity in Africa is thriving across sectors, not only in the agency world. “We must recognise where ideas are coming from and how they are changing society. LAIF is a platform for creativity, not just advertising,” he says.

To ensure the evaluation remains fair and relevant, subject matter experts are being invited as jurors specifically for these categories. The aim is to prevent fresh formats from being judged with outdated templates.

The work of the committee is progressing steadily as the festival draws closer. LAIF is in an intensive reach-out phase to confirm participation from selected jurors while also preparing for the alignment sessions that ensure all judges interpret scoring criteria in the same way.

Idu describes this step as crucial because judging must not be influenced by individual styles but guided by a shared standard of what excellence means. He confirms the committee is on track and the collective drive is high.

Recognition at LAIF is designed not only for organisations but for the individuals who shape great work. Idu reiterates that the festival has always supported crediting those behind the ideas.

Part of the entry requirements mandates that agencies list creatives, strategists, brand managers, and client service professionals responsible for the submissions. “LAIF is a powerful self-promotion platform. Careers are built on recognised work, and we want the individuals who gave their talent to shine,” he notes.

One of the most anticipated initiatives this year is UniLAIF, a first-of-its-kind internship program that integrates university-level talent into the industry pipeline. The program is tailored to expose emerging creatives to real-life brand building while allowing agencies to cultivate fresh voices.

Idu captures its purpose simply. “We are not only inspiring the next generation. We are including them,” he says. This speaks to LAIF’s growing responsibility to nurture talent and sustain the future of creativity in Nigeria.

As judging focuses increasingly on performance and impact, the festival’s criteria now place strong emphasis on brand building and practical success.

 Creative execution must connect to real-world outcomes. Advertising cannot just look good; it must achieve something meaningful. “The industry is moving toward work that works. LAIF must reflect that shift,” Idu explains.

Looking at the scale of innovation and governance infused into LAIF 2025, one thing is clear. The festival is determined to reinforce its position as the most credible and aspirational creative award system in Nigeria.

 Its evolution is timely as the continent continues to influence global advertising conversations. This year’s edition represents a festival that values fairness, protects creative integrity, and respects every storyteller contributing to Africa’s cultural fabric.

Twenty years after its birth, LAIF is not only celebrating history. It is redefining its future. And at the center of that future is a commitment that the brightest ideas deserve a clear, open, and trusted path to recognition.