Covenant University triumphs over UniIlorin, LASU, three others in Creative Pitch Competition at AIC 2.0

By Tunji Faleye

Covenant University clinched victory in a creative pitch competition during the second edition of the Advertising Industry Colloquium (AIC) at Sheba Centre, Ikeja, Maryland, outshining five other institutions.

The competition, involving six tertiary institutions, was a highlight of AIC 2.0, aimed at narrowing the gap between advertising industry practitioners and academia. It offered students a glimpse into real-world challenges, allowing them to showcase their creativity and learn from industry experts.

Focusing on “combating drug abuse in Nigeria through mass communication,” the pitch competition received high praise from both the audience and judges for the students’ knowledge and presentation skills.

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

Students of Covenant University with their dummy check and their well-wishers celebrating. Credit: BrandImpcatNGR

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 event’s theme 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, stated that the gathering aimed to explore the integration of the latest technological advancements into marketing communications, education, and practice. Represented by Sunny Baba, he 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 emphasized that the theme aligned with President Tinubu’s renewed hope agenda, highlighting 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.

Dr. Lekan Fadolapo, Director General of ARCON, also spoke at the event, stressing the importance of collaboration between industry professionals and academics. According to him, this collaboration breeds a healthy synergy within 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 highlighted that technology will continue to challenge traditional practices, necessitating constant alignment and improvement. “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 said, emphasizing the importance of leveraging emerging technologies for sustainable growth in advertising education and practice.

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