Tag Archives: Think Tank Media & Advertising

CNS upbeat about digital era

Creative Nigeria Summit 2018 wrapped up successfully on Tuesday with a full day of in-depth masterclasses and industry discussions.

The second and final day of Creative Nigeria Summit (CNS) 2018 kicked off with a plenary discussion focused on coproduction that featured Sanjay Salil, MD of MediaGuru, Waterstone Entertainment CEO Jeff Kallegheri and producer and host Eunice Omole and was moderated by Africa MediaWorks CEO Lindsey Oliver.

According to the panel, the key to the right coproduction is focusing on the fundamentals, by looking at your environment before going to Hollywood. They all agreed that building relationships locally is essential for growth, although honesty and good reputation are also key.

Meanwhile, Salil warned against having certain expectations when coproducing: “If someone tells you to change things too much, don’t do it. If you are convinced that you shouldn’t do something, don’t compromise. Always have editorial control, never bend over completely to change your story.”

Speakers line up on day two of CNS2018

In his keynote speech, Vesselin Shaoulov, CEO of GARB Audience Measurement in Bulgaria, gave an in-depth insight into the importance of audience measurement within the television and film industries. During his presentation, guests were made aware of the processes involved in audience measurement and ratings.

“Effective and successful media products target the right audience and communicate with them in an effective way. As the media industry becomes more fragmented, so competition for the audience share becomes more intense than ever. Knowing precisely who your target audience are and what makes them tick is therefore increasingly important,” said Shaoulov.

Offering a completely different perspective on retaining audience attention, Nigerian writer Tolu Ajayi returned with another masterclass, this time focusing on the power of telenovelas and how to create them locally.

“Firstly, you must legally acquire telenovelas to adapt them. Then you write in your own backgrounds and characters in a way that your viewers can relate to but ensure that in editing you keep it as close to the original as possible,” he said.

The secret to international formats Anahita Kheder, senior VP for the Middle East, Africa and South East Europe at FremantleMedia, gave her take on the secret to international formats: “Use the right platform for the right audience and generate revenue for your local content by going global,” she said.

“You don’t need to produce a pilot to share your content. Why not sell your story instead, sell the script and have someone else produce the film, but ensure that your rights are protected.

“Sometimes being on TV is unnecessary – try digital instead. Many projects began on a digital platform. At FremantleMedia, we don’t leave the virality of our content to chance. If we want it to go viral we put in the work, we put ourselves out there, making sure our content remains relevant to audiences around the world,” said Kheder.

In a panel session moderated by Africa MediaWorks’ Oliver, Play TV chief Toyin Subair asked a panel of advertising agency and media execs – including Viacom Africa’s Bada Akintunde; Anthony Ekun, creative director at SO&U; and Tolulope Ajayi, branded content manager at Insight Communications – to address the issue of “unfair mediation” by agencies in the media industry.

“You are the ones who will lose if brands go digital without the interference of agencies, so I ask: what solutions do you propose to this, because you make more money out of these deals. You’ve stated the problems and directed them at the producers and directors, but where do you come in?” asked Subair.

Akintunde replied that he couldn’t speak for the other agencies but believes that the media industry should jointly deliberate on how these issues can be solved.

However, the panelists agreed that brands are becoming more forthcoming with audience engagement and are improving the content they produce, making each advert relatable to its target audience.

Elsewhere, Ed Waller, editorial director of UK publisher C21Media, delivered a report on the international formats market. “The value of the global formats industry has more than doubled since 2004 and demand for local programming is the key to this growth,” he said.

The last plenary discussion was about the effectiveness of social media in the media industry. The session was moderated by Tobi Balogun, CEO of TobyDonut, featuring Tiwalola Olanubi, lead creative at DottsMediaHouse, and Olufemi Oguntamu, CEO of Penzaarville Africa, who spoke about the importance of social media to marketing.

According to the speakers, social media is a way to advertise as though you are not advertising. In that way you get people talking about a movie long before it begins to air and it helps to keep your audience interested and engaged.

“If you are a producer, you don’t need to fight to get your content on TV – try digital media. That’s what [child comedian] Emmanuella did with YouTube. However, you need to understand that what worked yesterday may not work today, but always bear in mind that getting content on social media doesn’t require a huge budget,” said Balogun.

The event wrapped with a vote of thanks from Taiwo Olakunle, MD of Think Tank Media & Advertising, organiser of Creative Nigeria Summit.

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Creative mindset

Think Tank Media & Advertising MD Taiwo Olukunle talks to Content Nigeria about the upcoming two-day Creative Nigeria Summit taking place in Lagos.

Taiwo Olukunle

The Creative Nigeria Summit (CNS) is an annual event organised by Think Tank Media & Advertising (TTMA) in partnership with the Ministry of Information & Culture.

After the success of the maiden edition, held last year, it is scheduled to hold this year’s summit on July 16 and 17 at the Eko Hotel & Suites, Lagos.

The two-day event aims to bring together international and local media professionals to discuss the latest trends and innovations in TV, technology, OTT services and content creation, acquisition and distribution.

Here Taiwo Olukunle, MD of TTMA, tells Gabriella Opara about the summit’s purpose and shares her insights.

This is the second edition of CNS. How different will it be from last year?
This year the focus is on content. Hence the theme, Content: The Future of Nigerian Film and Television in a Digital Era.

What makes CNS different from other conferences?
The aim of the summit is to build a structure that leaves behind a sustainable legacy and puts proper structures in place to develop the creative industry and diversify the Nigerian economy.

What should participants look forward to?
This year’s event promises to be a lot more impactful, as we ceaselessly move to grow the Nigerian creative industry with this gathering of creative minds. Registration is free. Interested participants can register by simply logging on to our website at www.creativenigeria.org.

The Federal Ministry of Information & Culture is in partnership with your company to bring about this event. Tell us more about this collaboration.
The aim of the summit is to build a structure that leaves behind a sustainable legacy. We intend to push this focus as an initiative of the ministry’s efforts to develop the creative industry and diversify the Nigerian economy.

Can you give us some details about the speakers that will be at the conference?
We have taken the time to invite top international speakers from the US, Europe and Asia and, of course, the leading content providers and TV owners in Nigeria as well. These speakers include Mo Abudu, Bada Akintunde Johnson, John Giwa-Amu, Sanjay Salil, Jeff Kalligheri, Avi Armoza and more. [For further information, click here.]

Tell us about TTMA.
We are an independent media planning, media buying creative (traditional and digital) and events management agency, focused on developing and providing world-class services to both local and international clients.

We have a mix of marketing communications professionals with expertise in market research, messaging and project management. We are also specialists in design and digital media deployment, community management, branding, design deployment and online community, publicity and brand perception.

Our core competence lies in online reputation management, public relations and social media expertise. We build brands through a combination of targeted demographics campaigns, high-end designs and precise, pin-point deployment. We design visuals for digital media publicity and tell our clients’ stories through precise, content based engagement strategies.

Is there anything else you would like to share?
The second season of the Creative Nigeria Summit is here. You are invited. See you at the Eko Convention Centre!

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New date for Creative Nigeria Summit

Lagos-based Think Tank Media & Advertising (TTMA) has rescheduled the date of its forthcoming Creative Nigeria Summit (CNS).

The second edition of the two-day event has been brought forward one day to July 16 and 17. It had previously been scheduled for July 17 and 18.

“The organisers of the CNS are sorry to inform you that the second annual summit has been rescheduled to hold on July 16 and 17 at the Eko Hotel & Suites, Victoria Island, Lagos,” TTMA said in a statement.

“In view of this adjustment, we would like to assure you that your printed tickets remain valid and tenable for the event. We sincerely apologise for any inconvenience this may have caused you. Kindly accept the assurances of our highest regards.”

The CNS is organised by TTMA in partnership with the Ministry of Information & Culture. This year it will feature masterclasses, workshops and discussions focused under the theme Content: The Future of Nigerian Television In a Digital Era.

Various media professionals will be present at the summit, including Mo Abudu (EbonyLife TV) and Avi Armoza (Armoza Formats). Registration for the CNS is free. For more information and to register for the event, click here.

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First Creative Nigeria speakers named

Lagos-based media agency Think Tank Media & Advertising has announced the first speakers for July’s Creative Nigeria Summit.

The two-day event will see speakers address the issue of digitisation in Nigeria with the theme, Content: The Future of Nigerian Television in a Digital Era. UPDATE: The event will now be held in Lagos on July 16 and 17.

The speakers will include top media executives and broadcast journalists with decades of experience in television and film, many of whom have impacted the industry through innovation.

They include:

• Bada Akintunde Johnson, country manager, Viacom International Media, parent company of MTV, Nickelodeon, BET and Comedy Central



• John Giwa-Amu, co-founder of Red & Black Films




• Sanjay Salil, founder of Media Guru and one of India’s top media entrepreneurs


• Mo Abudu, CEO of EbonyLife, a television and film production company




• Avi Armoza, founder of Armoza Formats and one of Israel’s top television producer/distributors


• Anahita Kheder, senior VP, Middle East, Africa and South Eastern Europe, FremantleMedia International


• Jason Njoku, CEO and co-founder of iROKOtv, one of Nigeria’s leading VoD platforms


• Emma Smithwick, film and TV producer and scriptwriter




• Jeff Kalligheri, CEO of Waterstone Entertainment, a production and financing company


The speakers will address more than 2,000 media professionals in various sessions at the Summit, which will include masterclasses, panel discussions and workshops.

Lai Mohammed

Lai Mohammed, Nigeria’s minister of information and culture, is expected to deliver the welcoming address at the conference.

For more information and to register for the event, click here.

Think Tank Media & Advertising is an independent media planning, media buying and creative agency working for both local and international clients.

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