From John Silas, Lagos
It was a vibrant celebration of African excellence in marketing communications as the creative industry gathered for the Pitcher Showcase Lagos. The event featured a curated exhibition, the official presentation of the Pitcher Special Awards, and recognition of emerging talent through the Academy Awards Segment.
Participants from Nigeria, Ghana, Kenya, Benin and Burkina Faso were celebrated for their outstanding contributions and creative promise, while winners of the National Young Lions Competition were also recognised.
Reflecting on the evolution of the awards into one of Africa’s most respected platforms for creative excellence, the Chairman of Pitcher Festival, Dr. Nnamdi Ndu, declared that Africa was not just participating in the global creative conversation but shaping it.”
His remarks referenced the Pitcher Showcase’s presence in Cannes during the Cannes Lions Festival earlier this year. Ndu further emphasised that the awards were not just accolades but endorsements of systems that enable creativity to thrive
The awards segment was hosted by journalist and media personality Dr. Rufai Oseni, who guided guests through the celebration of top-performing agencies, networks, brands and marketing companies.
The 2025 Special Awards, determined by the Pitcher Awards points system, were presented by Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo.
Winners included PHD Nigeria, which won the Advertising Agency of the Year; Dentsu Creative Kenya won the Media Network of the Year; while OMD Advertising Agency Network of the Year, among others.
The Academy Awards segment honoured winners from the Future Creative Leaders Academy (FCLA) and the Young Pitcher Competition.
Though visa challenges prevented most winners from competing in Cannes this year, all affected teams have been rebooked for the 2026 Young Lions Competition.
Also featured at the programme were a visual exhibition of Grand Prix and Gold-winning campaigns, academy entries and a screening of the Pitcher Awards reel, with attendees enjoying a shared sense of pride in the continent’s creative achievements.
Meanwhile, registration for the 2026 Pitcher Academies opens on October 1, with agencies and brands urged to partner in nurturing the next generation of African creative leaders.
