Dentsu Nigeria’s Temitope Joseph tasks Africa on bold stand at Cannes Lions Festival
Temitope Joseph (TJ), Director of Brand Strategy at Dentsu Creative Nigeria, has issued a rallying call for Africa’s creative industry to claim its rightful place on the world stage following his participation at the 2025 Cannes Lions International Festival of Creativity.
Speaking during latest dentsu SSA Wisdom Series episode titled, “Only the Brave Are Lions”, TJ, who represented Dentsu Nigeria at Cannes Liones as Shortlisting Jury member, noted that this year’s festival was also a sobering reminder of Africa’s underrepresentation on the global stage.
“Standing among the industry’s elite this year, I could not ignore what was missing: Africa,” TJ said. “Our continent, home to boundless creativity and cultural richness, felt like a footnote in a narrative we should be co-authoring.”
While the festival showcased electric energy and world-class ideas, TJ noted that Africa’s voice remained subdued.
There were, however, standout moments — Wolf Studios demonstrated what is possible when African creatives build their own platforms, and HerEconomy’s “Breast Milk Money” campaign made headlines. Yet, TJ observed that the execution came via a German agency, raising deeper questions about ownership and recognition.
“Why, in a festival named after a symbol so closely tied to our continent, is Africa still playing catch-up?” he asked.
TJ believes the answer lies in both structural and mindset barriers — from restrictive visa systems and prohibitive submission costs to the need for greater investment in bold, world-class ideas and long-term storytelling.
He argues that African creatives must embrace audacity: “We need less permission, more courage. We must create our own seats, speak our truth in global rooms, and challenge the misconceptions that limit how African creativity is perceived. Authenticity is our edge. Lived experience is our superpower.”
For TJ, this is more than a rallying cry — it’s a strategy. “Only the Brave Are Lions is not a slogan; it’s a call for unity.
African creatives can no longer operate in silos. We must collaborate, lobby, and champion one another with the same energy we devote to client briefs. It means building together, pitching together, and winning together.”
He also stressed the need for structure, leveraging global networks like dentsu to gain access to juries, global conversations, and international platforms. “Our stories deserve the spotlight; they just need a stage,” TJ said.
“Creativity without consequence is decoration. True innovation shifts culture, moves people, and leaves a legacy.”
For Dentsu Nigeria, this perspective aligns with its promise of Innovating to Impact.
“Every campaign, every collaboration must drive measurable change — increasing participation, sparking involvement, and making a tangible difference in society,” TJ added. “Cannes is about more than accolades; it’s about influence. And influence is earned through purpose, consistency, and community. And to win Lions, only the brave are Lions.”
Do you have a compelling story to tell? Contact us via our email: espinewsng@gmail.com or call/WhatsApp on 08032519246.
