At LAIF Awards, Insight Redefini proves timeless relevance

Insight Redefini, one of the oldest indigenous advertising agencies in the country, recently proved that style and panache have not gone with age. Despite the fact that the agency is on the rough side of half a century in existence, it has continued to churn out copies that help clients take products and brands off the shelf.

And the agency, as well as its subsidiary, Leo Burnett Lagos, used the recently held Lagos Advertising and Ideas Festival, LAIF, 2023 Awards, to prove that it is arguably the best around in terms of creativity.

There is no gainsaying that Insight Redefini is West Africa’s leading integrated marketing communications group. And given its membership of the world’s most valuable marketing communications group, Publicis Groupe, it is not surprising that it emerged as the most awarded advertising group at the awards.

LAIF is the brainchild of the Association of Advertising Agencies of Nigeria, AAAN. The Awards came on stream in 2006. The maiden edition was held on Friday, June 9, 2006, at the Expo Hall, Eko Hotel & Suites, Lagos.

It is gratifying that the AAAN, formerly Association of Advertising Practitioners of Nigeria, AAPN, came up with this idea, which could be described as the most credible and recognised advertising and marketing awards.

The awards seek to recognise creative excellence and help to improve the quality of creative craft as well as promote the spirit of healthy competition, while applying global best practices.

Congratulating his team for raising the bar in creative advertising, CEO of the Insight Redefini Group, Dr. Tayo Oyedeji said: “Our victory at the 2023 LAIF Awards underscores our dedication to innovation and impactful storytelling.

From enchanting narratives of mom-wizards crafting magical dishes with Terra cubes to reviving nostalgic advertising icons like 7up’s Fido Dido and Guilder’s ‘Senior Men,’ and creating new worlds for payment gateway leaders like Moniepoint, our work speaks to our ability to shape and redefine narratives. This recognition fuels our pride and motivates us to achieve even more.”

The awards ceremony, which marks a significant celebration of innovation, creativity, and excellence in the advertising industry, recognised the group and two of its agencies – Leo Burnett Lagos and Insight Publicis – for creative campaigns conceived and implemented for some of the country’s biggest brands, resulting in 18 Gold Awards, 20 Silver Awards, 19 Bronze Awards, and the most prestigious award of the festival – the Grand Prix.

Grand Prix is LAIF’s most prestigious award given for an outstanding creative concept that redefined industry standards. Overall, the Insight Redefini group secured a total of 351 points among other creative agencies present.

Group General Manager and Chief Operating Officer, Babatunde Shobanjo, expressed excitement at the win, saying, “I have never doubted the creative work from our teams. This is simply a testament to our commitment to deliver exciting campaigns for our clients and partners. This is the perfect close to a busy, but rewarding year for our group.”

Independently, boutique creative advertising and marketing agency, Leo Burnett Lagos, showcased its commitment to creative brilliance, earning the distinctive Best Creative Agency award at the LAIF 2023 Awards, while Insight Publicis received multiple recognitions for the overall best advertising campaigns across all categories.

Meanwhile, Executive Creative Director, Insight Redefini Group, Sinmisola Hughes-Obisesan, commended the LAIF jury and board for its transparency:

“Thanks to the LAIF management board and jury for recognizing a campaign that truly sets a new standard, in both distinct storytelling and excellent crafting. Without a doubt, the creative advertising industry will witness more creative work from our group in the coming months.”

Insight Redefini is the largest integrated marketing communications group in West Africa, consisting of six leading creative and communication companies, including; Insight Publicis, All Seasons Zenith, Quadrant MSL, Starcomms Media Perspectives, Digitas, and Leo Burnett Lagos.

The LAIF Awards continue to serve as a beacon for recognizing creative ingenuity, nurturing talent, and fostering healthy competition within the advertising industry. As the event celebrates the abundance of creativity within the industry, it also emphasises the imperative of collectively striving for greatness in Nigerian advertising.

Insight Redefini is a member of the group of Troyka Holdings and the NIgeria representative of the world’s largest advertising network by market capitalisation, Publicis Groupe. Insight Redefini has six distinct creative marketing and communications subsidiaries which are delivering the most iconic creative solutions for human-centred business growth.

As West-Africa’s largest integrated marketing communications group, it comprises Insight Publicis, Quadrant MSL which is its strategic communications and PR arm, Starcom Media Perspectives, which is a leading media planning and buying company; Leo Burnett, the creative company and boutique agency; Digitas, the digital solutions company; and All Seasons Zenith, the ROI strategic planning and buying company.