‘We established free coaching Advert Academy to promote capacity’ – Ozone Mbanefo

Ozone Mbanefo is the founder of 02 Academy where green horns in advertising industry are taught advertising practice for free. In this interview, Mbanefo who is a senior manager at 141 Worldwide, a creative firm, tells Daniel Obi why he with fellow admen established the free coaching academy and the courses offered. Excerpts:

What encouraged you to establish the training academy?

02 Academy was inspired by what I suffered in my first few months in the ad industry. I joined my first ad agency a complete novice in the practice of advertising, though I had a degree in Mass Communication and zeal to create great advertising I was reduced to running errands for my colleagues. I was on the verge of losing steam and confidence in my abilities when help came in form of Yetunde Adesina and Victor Edegbe, who saw that I got some training in operating the computer and working with graphics software. A few months after, I created very successful campaigns for Eva Water, Limca and Calypso Coconut liquor, and my career took off in earnest. That was when I vowed that I must help young talents have a smooth sailing career in the advertising industry.

Why did you make the training a CSR event?

It’s our way of giving back to humanity; I and fellow admen and women who share the passion for giving back to the society that made us.

How do you fund the academy, providing books etc including paying lecturers?

Today, 02 Academy has attracted more than 20 industry experts who share in this same belief of selfless service; these wonderful individuals lecture at O2 Academy without collecting a fee. Nevertheless, we are still sourcing for brand sponsorship to enable us get a bigger space, better facilities and tools that will aid this initiative.

How are the students of the academy recruited?

They undergo a selection process through an online test. We usually send a viral message for the interested candidates to apply and we select the ones with creative talents.

Would you like 02 Academy to graduate to a full training school There are some other dimensions to the academy which we will be rolling out as we move on. For now we are focusing on advertising alone. Our single minded objective is to use this platform to promote capacity building and free mentorship in the advertising industry. This will help uplift and heighten our advertising standards to compete and play at the global level, and as well as create new employment opportunities for the upcoming industry leaders.

What are some of the lectures/topics offered at the academy?

Oxygen is an experience and not a lecture hall; what this means is that 80 percent of the training is practical. We create a platform for candidates to come and practice advertising before getting into the mainstream, it is the Nigerian law school of advertising; it is 23 weekends training, from 12 till 6pm every Saturday. We call it the Oxygen experience. Co2 is an experience that restores, educates, transforms, reforms and inspires you to hate the convention and turn you into an enemy of the statuesque.

Some of the courses we offer are: The Brand Called You/Principles of Marketing, Media strategy/Consumer & Buyer Behaviour, Integrated Marketing Communications (IMC)/Business Management (Entrepreneurship), Digital Media/The dynamics of the ad industry and the Creative Process, Strategic planning/Account Planning process and implementation, Conceptual Thinking Skills/Magic & Logic, Principles of design/ Creative Writing, Branding/Copy writing: Theory and Practice, Visualisation/The Voice of Type, Typography/Writing for Radio Advertising and Radio Production, Digital Photography/Writing for Television Advertising and TV Production,Writing for Print Advertising, Intermediate Photoshop/Short & Sweet, Project and Campaign Briefs, Presentation Skills,Portfolio Development, Internship programme.

What are the challenges in running the academy?

Lecturers not always keeping to appointments, space constraints, insufficient funds to procure sufficient advertising and marketing books and other training tools.

Six years gone, what would you say about the graduates of the academy and what would you consider as your major achievement so far?

Six years from now I see the graduates of O2 Academy in the position of Creative Directors and other strategic positions in the advertising industry, because the training we’re giving them today will put them on the fast track. As regards my major achievement so far, I’ll say it is setting the ship (O2 Academy) on sail. The academy has given young talented Nigerians hope of a great future in advertising. So far, over 15 of our graduates have started their career in mainstream advertising.

Next 5 years, what do we expect of the academy?

5 years from now, I see O2 Academy becoming the most sort after and respected marketing communications academy; moving the advertising industry forward; reshaping the thinking and perceptions of the practitioners; carving a niche for the Nigerian ad industry with relevance to our identity and bringing about a revolution in the history of marketing communications and advertising in the country.

Market activation: NESCAFÉ stirs up activity at varsities with balloon ride

For three days in a row, the University of Calabar (UNICAL) was agog with fun and excitement as students were given the opportunity to take a ride in the NESCAFÉ ‘Magic Mug’ hot air balloon. Students also competed in singing, dancing and stand-up comedy. There was also a competition to find the hottest new DJ on campus. In each category, winners went home with handsome prizes such as LCD TV sets, Home theatres and Samsung Galaxy smartphones.

Rejoice Eziedo, a final year student of Administration and Planning, Faculty of Education, said “this is a once in a lifetime experience for me. School can be very dull and boring without gigs like this. In spite of the fact that it was during examination, the Abraham Odia Stadium was packed to overflow all three days that the programme lasted. Everyone went home with something and it was so much fun.”

The University of Benin was the next stop for the fun-filled exciting and scintillating experience. The balloon lifted great personalities into the Benin City sky and revealed a rare overhead view of the ancient kingdom of wonders. Just like in Calabar, it was a battle of talents in the dance, music, deejay and comedy category.

The Benin edition also witnessed the introduction of guest artistes BMG and Dizzy who thrilled the audience with their ingenious Rap Style of singing and the amazing acrobatic and athletic display of the awesome ‘Body language.’

The whole new digital interactive media ‘super photo booth’ was on board in both Calabar and Benin City to add to the experiential thrills of the students and consumers at large. “It was the first time I experienced the use of the photo machine. It’s amazing, fun and the poses you put on just makes you smile away your worries, and I honestly wished we had such cool photo booth in our hostels…. We love you NESCAFÉ.” These were the words of Ogie Obaseki, a 300 level student in the faculty of engineering.

The photos taken were given to students on the spot who also took their own individual pictures on the NESCAFÉ red carpet. This helped harness the power of social media during the event by boosting activity on the individual’s Facebook fan page, twitter handle through fan tagging/commenting on uploaded photos. All this activities coupled with the NESCAFÉ Magic Mug Flight got the students agog and wanting more. Additional prizes were also given to loyal consumers who liked the new Facebook fan page of NESCAFÉ.

The NESCAFÉ Hot Air Balloon has been creating excitement at’ school campuses across Central and West Africa for years. Hundreds of thousands of undergraduates have participated in this experience that they cannot stop talking about.

According to Kayode Oladapo, brand manager, NESCAFÉ, “NESCAFÉ is identifying with young people, class and reality. The NESCAFÉ Hot Air Balloon and the battle of Talents provide the opportunity to interact, socialize and enjoy. The experience is to also introduce the brand to young people who we expect to cultivate and sustain a NESCAFÉ drinking culture so as to enjoy all the benefits associated with coffee.”