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Covenant University wins creative pitch competition at AIC 2.0


Practitioners displaying the advertising industry journal for mass communication.

By Amechi Obiakpu

Covenant University emerged winner of a creative pitch competition held during the second edition of the Advertising Industry Colloquium (AIC) at Sheba Centre, Ikeja. Maryland, beating University of Ilorin, Lagos State University and three others.

The competition held among the six tertiary institutions was part of the activities of the AIC 2.0, which focusses on bridging the gap between the advertising industry practitioners and the academia.

As a way of giving a taste of what to expect in the real world, the competition It provided the platform for the students to exhibit their creativity and also learn from the industry players.

With focus on “combating drug abuse in Nigeria, through mass communication,” the pitch competition attracted commendation from the audience and judges alike as a result of the level of knowledge and presentation skills of the students.

At the end, Covenant University won the top prize of one million naira with their campaign “The High is Never Enough.” The University of Ilorin and Lagos State University secured second and third places, winning 750,000 naira and 500,000 naira, respectively, for their captivating presentations.

Organized by the Advertising Regulatory Council of Nigeria (ARCON) the colloquium brought together industry leaders and academics to discuss the integration of technology in marketing communications.

The theme of the event was “Harnessing Emerging Technologies for Sustainable Advertising Education and Practice in Nigeria”.

In his address, the Honourable Minister of Information and National Orientation, Alh. Mohammed Idris said the gathering aimed at exploring how the latest technological advancements can be integrated into the marketing communications, education, and practice.

The Minister who was represented by Sunny Baba said: “This colloquium is not just a meeting of minds but a convergence of innovation, creativity, and foresight aimed at propelling our industry into the future in line with our nation’s vision for a prosperous and technologically advanced Nigeria”.

He noted that, the theme aligned with President Tinubu’s renewed hope agenda, emphasizing innovation, growth, and sustainable development across all sectors of the economy.

The colloquium’s objectives included fostering robust interactions between academia and industry, examining current marketing communication issues, sensitizing students and academics to the demands of a digitized era, and discussing trends in creative advertising, media campaigns, digital marketing, and regulations. These efforts are crucial for driving the renewed hope agenda, which seeks to empower youth, create jobs, and ensure sustainable economic growth.

Also speaking at the event, Dr. Lekan Fadolapo, Director General of ARCON,  noted the importance of collaboration between industry professionals and academics. According to him it breeds a healthy synergy in the industry.

“For any profession to thrive and succeed, there must be a bridge between the town and gown. If professionals maintain their space and academics and students do the same, the gap will be too vast. This platform is essential for all stakeholders to have a meaningful conversation,” he noted.

He pointed that; technology will continue to test the way we do things hence there is the need for constant alignment and improvement in the way we operate.

“In the near future, we will experience a major shift because technology will continue to disrupt our industry. Today, we are looking at AI and its impact on our market.”

He underscored the importance of harnessing emerging technologies for sustainable growth in the advertising education and practice.

Meanwhile, the Advertising Regulatory Council of Nigeria (ARCON) launched the maiden edition of the Journal of Advertising and Marketing Communications, a compilation of insightful and in-depth works contributed by stellar academics from around the globe.

According to ARCON, the journal will enhance the body of knowledge within the advertising industry.

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