Chair, Women in Advertising, Nigeria, and Dean, Future Creative Leaders Academy (FCLA), Temitope Jemerigbe, held a virtual session with the academy's contestants, yesterday, where she shared the blueprint for boosting brand productivity with technology.
The FCLA is an intensive professional immersion programme for students in tertiary institutions who intend to take up careers in advertising and related fields on graduation. It has also been a pathway to the Cannes Lions Roger Hatchuel Academy in France and the Google Campus in Mountainview, California, USA.
Jemerigbe harped on the need to use tech as a driving process for the creative tasks, adding that for every challenge in the industry there is a corresponding technology to solve it.
She tasked the young creatives to focus on exploring more technologies to solve tasks, while steadily expanding their capacity beyond the ambit of their specific roles in brand communications.
"Enterprise solutions has boosted new business models and market places. You need to move with the technology. As at now, online advertising is rife. It cannot totally replace human interaction at work, but it boosts productivity. There is no excuse; life has gone online," she said.
She also tasked the creatives to avoid fraduent practices with enterprise solutions, while citing that there are technologies that can also help to counter graft.
"One of the challenges we have is forgery of certificates such as Covid-19 tests, etc. Barcodes are there to, however, help to authenticate documents. That's a tech-driven solution. You need to develop or find a solution to help productivity and you'd discover people who need that help," she said.
While responding to one one of the participants, Jemerigbe emphasised that despite the range of benefits derived from enterprise solutions, human capital is still necessary for ideation.
"Enterprise solutions has opened up new vistas of artistic expression. However, the place of ideation still remains a critical place where humans need to function. You must not be fully reliant on technology."