The future appears bright for advertising creativity in Nigeria going by the new initiative of two major advertising establishments who are collaborating to catch talents young.

The Advertising Practitioners Council of Nigeria, APCON is in partnership with New Crystal Communications Ltd, a leading innovative outdoor advertising company in Nigeria on a mission to identify creative talents among students in tertiary institutions who could be groomed to fill the manpower needs of the advertising industry in Nigeria. The initiative by the two bodies comes under the project theme "ADVERTISING CREATIVITY AND INNOVATION TALENT HUNT", to encourage and support Nigerian undergraduates to take up career in advertising.

The Pilot edition of this project, organized recently featured advertising creativity and innovation competition among students of institutions accredited by APCON. The students were tasked to design and develop an outdoor advertising campaign to address environmental pollution.

Commenting on the modality of the competition, the project's coordinator at APCON, Mr. Joe Eugene Onuorah stated that a total of 109 students from universities and polytechnics across Nigeria registered to participate ; fourteen entries were eventually submitted by the candidates, and five were shortlisted for the final stage of the competition.

In a ceremony organized by the two advertising bodies to unveil the project and reward participants in the competition, the Registrar and Chief Executive of APCON, Alhaji Garba Bello Kankarofi, commended the Managing Director of New Crystal Communication, Engr. Dozie Mbanefo for his thoughtfulness in partnering APCON on a project of this nature which has capacity to impact positively on the advertising industry of the future. He congratulated the students for responding to the invitation to participate in this competition and for their brilliant display of creativity, adding "we hope that this project will ignite their passion for advertising creativity and launch them into an exciting career upon graduation".

In his remark at the event, Engr. Mbanefo expressed delight at Alhaji Kankarofi's open mindedness and for accepting without doubt to go along with his agency on the project. Engr. Mbanefo explained that his concern for a better future for young Nigerians fueled his desire for the project. He declared his interest in giving young students the required exposure to realize their full potentials. He counseled the students on the virtue of hard work, adding that there was no alternative to it. "This is the only way to success. Seeking for Quick wealth is not the right way to go", he added. He described Nigeria as a land of opportunities available for young ones to exploit. Making success of the opportunities, he said, called for creativity on the part of Nigerian youth. Addressing the students, the President of the Association of Advertising Agencies of Nigeria, AAAN, Mr. Kayode Oluwasona, who graced the event, stated that capacity development in advertising creativity was what the industry requires.

He indicated that the world is fast changing and the digitization of communication has created many possibilities which the students should key into to make exciting contribution to the economy. He congratulated them for partaking in the competition and urged winners to regard their success as the starting point of their challenges to creativity.

The creativity competition, moderated by Mrs. Omowunmi Owodunni, Managing Director of STB McCann, Lagos had the following as winners: first position went to Miss Odunmoluwa Fadekemi of the University of Lagos, who took away a cash prize of N500,000. The second position was won by a team from the University of Ilorin, lead by Adesina Opeyemi. The team won N300,000 prize money. The team from Caritas University, Enugu, led by Somto Duru placed third with a prize money of N200,000. Consolatory prize of N50,000 apiece, went to two teams each from the Nigeria Institute of Journalism, Ogba which placed fourth and fifth.