Future Brand Idol Offers Scholarship for Creative to Creative Students

Experts in the Marketing Communications industry graced the maiden edition of the tertiary institutions Future Brand Idol (FBI) creative contest in Lagos, Nigeria.

The contest, which sought to discover and breed young creative talents in Nigerian Tertiary institutions, had five finalists pitch for the ultimate prize out of 84 entries from 11 institutions across the country.

At the final pitch, Amisu Damilola Christabel of the Nigerian Institute of Journalism (NIJ), emerged the pioneer Future Brand Idol, Oluwatobi Samuel from the University of Ibadan came second while Macaulay Tolulope from the University of Ilorin emerged third.

In the fourth position is Favour Alilu from the University of Ilorin and Mosope Owodunni from NIJ in the fifth position.

Fortune smiled at the finalists as scholarship opportunities worth over a million was awarded to them, with the first and second position given O2 Academy scholarships while the third and fourth position contestants were presented with iD8 scholarships and the fifth position among the finalists was awarded an internship opportunity at WithoutABox PR (WAB).

Speaking at the event, the Managing Director/CCO of Noah’s Ark, Lanre Adisa, who was the Grand Juror charged the participants to learn to do more of self-development adding that they needed to sharpen their creative skills.

Adisa also emphasised the need for the Creative industry to work together with the academia to breed market ready products for the industry.

On the power of a creative person, Mr Adisa said: “As a creative person, you have the power to make a difference in your life, the client’s brand and the agency you work for with every opportunity you get to work on a brief.”

In his address, the Provost of O2 Academy, Ozone Mbanefo emphasised the significance of the contest describing it as a step in the right direction.

“What FBI is starting today is what the industry is looking for. This is a start in the right direction”, be said.

Speaking to the participants, Mbanefo said: “The world is changing rapidly, and if you are not evolving, the train will pass you.

“It is important you understand the bottom line rule of ROI (Relevance, Originality and Impact) that gives you the ROI (Return On Investment)”, he stated, while adding that a beautiful advert without impact would become a beautiful nonsense.

On his part, the Managing Director of Ideas House, Mr. Kehinde Salami spoke on the need for more thinking while highlighting the importance of passion in the creative industry.

“Africa has 17 percent of the world’s population and less than 1 percent of world patents come from Africa. Africa has become the continent of doers, not thinkers. So we have to change our perspective”, he disclosed.

In his speech, the team lead Abdullahi Ahmed call on stakeholders in the integrated marketing communication industry to support in the sustainability of talents in the industry in order to prevent and groom students who will grow to be future brand problem solvers.

He further that Future Brand idol is not an annual event and series of activities has been mapped out to afford students access to practical knowledge about their courses via interaction with professionals through trainings, seminars and workshops.

Addressing the participants, the Managing Director of WithoutABox PR, Theodore Nyingifa stated that one of the concerns in the creative industry is talents, adding that young creative talents should stop trying to impress but calm down to see what they can offer.

The event had in attendance Seyi Owolawi, the Associate Creative Director, DDB, Lagos; Suziette Ukey-Agazie Co-founder, Spill-It Services; Jumoke Akinyele, Group Head, Business, Noah’s Ark; Bisi Aweda Brand Professional, Ideas House; Dr. K. K. Kadiri, a Lecturer of the Department of Mass Communication, University of Ilorin; Mr Jack, a Lecturer at the Nigerian Institute of Journalism; and Fokanferanmi Owolabi, the Director of Innovation, amongst others.

Founders of the initiative include: Ahmed Abdullahi, Adesina Opeyemi, Folayan Adejoke and Tomori Uriel.


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