It Is Wrong To Say That People On The Client’s Side Are Creatively Lazy – Nwauzor

Jude Chiedozie Nwuzor works with the brand management group of Spring Bank Plc. He had previously worked as a brand writer, winning several awards during the time. He shares his passion for building brands with Seeni Durojaiye and advocates balance in client-agency relationships.

My name is Jude Chiedozie Nwuzor. I currently work with the Brand Management Group of Spring Bank Plc. I hold a Bachelors of Arts degree in Philosophy from the University of Lagos . I also hold a Diploma in Journalism and Advanced Diploma in Journalism from the Times Journalism Institute.
I started my professional career at the Daily Times of Nigeria Plc in 1998 as a cub reporter. I learnt the ropes and rose through the ranks to become a Line Editor in 2004. In between, I also worked as the Media and Publicity Officer for Miss Nigeria Beauty Pageant from 2002 to 2004 before I left to join Independent Newspapers Limited as a pioneer staff of the Saturday paper. I worked at INL for four years and rose to become an Assistant Editor where I covered the Marketing Communications industry before I resigned in 2008 to join Spring Bank Plc.
Talking of laurels, I won the Nigeria Media Merit Award for the Olu Aboderin sponsored Best Entertainment Reporter in 2006. Besides that, I covered the 1st Dubai Lynx International Advert Festival in Dubai in 2008; and Cannes Lions International Advert Festival, France also in the same year.
My work experience at Independent Newspapers prepared me for what I currently do at the bank. However, despite my cognate work experience in the media, I know that brand management goes beyond media exposures.
It is wrong to say that people on the client’s side are creatively lazy because that is oftentimes not true or the correct representation of what obtains on the client side. The truth of the matter is most campaigns are conceptualized from the client side before agencies are called in to come and crystallize it. Of course, this is not taking anything away from the great guys at the agencies.
I have had the honour of working with some creatively great guys both as a brand writer during my journalism days and on my current job. Mind you, a good number of the guys on the client side today actually crossed over from the Agency side, which is why some people have this erroneous notion that people on the client side are hard bargainers.
My dream for the industry is for it to be more creatively and professionally driven. If these two factors which I think are cardinal to the growth of the integrated marketing communications industry are taken to heart, the industry will be the better for it.
A brand manager must be passionate about the brand. I will expect someone who claims to manage a brand to eat, sleep and dream the brand; and you can only do that by being very passionate about the brand. He must also be proactive. It is imperative to monitor trends as well as competition so that you can develop concepts that will not only drive the brand but also stay ahead of the pack.
Well, I may disappoint you by not mentioning key assignments that I have executed on my current job because of one major reason: We work as a group and share collective success.