By Olayinka Ajayi 

The Lead Consultant at Dashboard Innovations, Mr. George Ugbegua, has said Nigeria’s creative industry is long overdue to start setting the creative pace in the marketing communications landscape. 

Speaking as Dashboard bagged the best Digital Creative Agency award at the just concluded Brand Handlers Summit and Awards organised by Marketing Space in Lagos, Ugbegua said, “We are very excited. We have been in business for about eight years, and during this period we have worked with some of the top brands in Nigeria and consulted for some media and PR agencies both within and outside the shores of Africa. It’s good to know that people are recognising our work and see the need to appreciate what we do. This is why this award is dear to the company.

“Like I have said before, the award was for us a wake-up call to step onto the global stage. It is long overdue. 

“Africa and Nigeria in particular can match head-to-head with Western creative gurus, and we are set to tell brand stories by using the African creative narratives.

“I think it is important that brands see agencies as partners and collaborators for growth. 

It’s time for Nigerian brands to begin to work with agencies as partners for growth and not for marketing purposes.”