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Leo Burnett Lagos’ Creative and Strategy Leads take on “Effective Advertising in the new normal” at Pan Atlantic University

Leo Burnett Lagos’s Creative Lead, Esosa Osagiede and Strategy Lead, Emeka Obia were guest lecturers recently at the School of Media and Communication, PAN Atlantic Atlantic University for the Executive Programme in Advertising (EXPAD3) for senior marketing professionals across various verticals.

Esosa’s lecture focused on Copywriting and Strategies for selecting an Advertising agency. The purpose of the lecture was to break down the walls surrounding copywriting and how executives in the media and communications space can use this tool more effectively.

Topics were covered including foundations of copywriting, Qualities of good advertising copy, Types of Copywriters, Genres of Copywriting-showing and telling, relevant case studies, Content writing versus Copy Writing and Strategies for selecting an AD agency.

She also covered various strategies for selecting an advertising agency. Several topics were covered in this eight-hour session, including breakout sessions, group exercises, and class presentations. It is safe to say that after this session, most of the students comprising owners of businesses, communications professionals and media managers had a better understanding of the concept of copywriting and the more strategic things to focus on in selecting an advertising agency partner.

Emeka’s lecture on Day 2 focused on the Art of Effective advertising in the new normal. An all day session that seeked to help participants understand an unearth the role and function of Advertising, Elements of a Successful Advertising Campaign, Integrated marketing communications approach and The role of campaign measurement in driving efficiency in today;s fast paced environment - Through active participation, practical exercises, case study analysis, workshops, and application of locally relevant case studies and presentations. the participants were able to actively participate all throughout the session.

At the end of the day, participants demonstrated an understanding of the overall role advertising plays in the business world, were able to Identify and understand the various advertising media, Design effective advertising that combines the use of various mediums, create and defend the strategy and execution of an ad campaign for a client(s) as well as a clear understanding of how an advertising agencies operate.

At its very core, Leo Burnett believes that creativity has the power to change human behaviour and inspire creativity, and this philosophy formed the foundation of the perspectives shared at the School of Media and Communications, Pan African University.

March 15, 2021