Evolve or fall behind, industry leaders tell advertising professionals
Advertising professionals have been urged to continuously evolve their skills, operating models and creative approaches to remain relevant in an industry being reshaped by artificial intelligence, changing consumer behaviour and emerging technologies. Speaking at the annual meeting of the Association of Advertising Agencies of Nigeria in Lagos, Meksley Nwagboh, Divisional Head, Brand and Communications, Fidelity Bank Plc, described the transformation of advertising as an opportunity for practitioners to rethink how they create value, serve clients and connect brands with consumers. Addressing participants on the theme, “AdVolution: The End of Advertising as We Know It and How to Win What Comes Next,” Nwagboh noted that the advertising industry has entered a new phase. He explained that the methods, structures and assumptions that defined the profession in previous years may no longer be sufficient in an environment influenced by data, automation, artificial intelligence and evolv...