Technology Is Here To Work For Us, Not Against Us-Adia Sowho

Technology, Here, Work, For Us, Not, Against, Us, Adia
Adia Sowho, CMO,

The importance of technology in business operation has once again come to the fore at the 2021 Advertisers’ Association of Nigeria (ADVAN) Award for Marketing Excellence with the theme; Future Fit. The event took place on Sunday 21st of November, 2021 at the Muson Centre, Lagos.

The keynote speaker, Adia Sowho, Chief Marketing Officer, MTN, reiterated the need for technology and how it has shaped business – customer relationship landscape and the need to get involved to meet the needs of the consumers. She said technology has redefined how brands do business and relate with the consumers because consumers now have direct interaction with brands and businesses, bypassing channels through technology and there is a need for businesses to tap into technology as communication is no longer centralized but decentralized. ‘’Technology is here to work for us, not against us. Decision-making is no longer centralized but decentralized. Your brand now belongs to users, they talk about your brand than you. It is no longer the sole property of the organisation alone.’’

She added that brands need to be data-driven and evidence-led so as to stay relevant in business.

Also speaking, Lagos state governor, Babatunde Sanwo-Olu, represented by Lagos state commissioner for environment, Mr. Tunji Bello, commended the players in the marketing communication industry for their contributions to the positive perception of the country. According to him, ‘ the reward for hard work is more work especially when it comes to branding. There are positive and negative perceptions of the country but it is the duty of advertisers to promote the goodwill of the country. We are brand ambassadors of Nigeria, so whatever we say or do will go a long way in shaping the country’. He said.

Earlier in her welcome address, the president, ADVAN, Mrs. Bunmi Adeniba said the Awards for Marketing Excellence which is in its 10th year is to collectively promote brands and individuals who are contributing to the growth of the Nigerian marketing industry and to redefine the baseline.

Meanwhile, Hypo was declared the Brand of the Year beating Haier Thermocool and MTN to second and third place respectively. Other winners include MTN, In the Campaign of the Year Category; Haier Thermocool won the Innovation Campaign of the Year Category; Star Live won the Experiential Campaign of the Year; Bigi was crowned the winner in the Indigenous Brand Category; Indomie, Consumer Promotion Of The Year; Budweiser won Digital Campaign Of The Year amongst others.