Enabling Nigeria gain global competitiveness in the creative industry, CCTF is designed to leverage Artificial Intelligence (AI), Augmented and Virtual Reality (AR/VR), Web3, and blockchain across 49 creative sectors, including music, film, fashion, gaming, and digital content, as part of a plan to grow the creative economy beyond $25 billion by 2025.

NCAC Director-General, Obi Asika, called the launch a defining moment. “The launch of the CCTF is a groundbreaking initiative to place Nigeria at the forefront of the global stage, where culture meets code,” he said, adding that the council will provide creators with the platforms, tools, and market access needed to compete internationally.

In its initial phase, the CCTF will establish the National Creative-Tech Framework and Roadmap (2025–2030), aligning with the National AI Strategy, the Digital Economy Policy (2020–2030), and NCAC-led initiatives such as Discover Naija.

“The council will take memoranda from stakeholders and collaborate closely with NCAC sister agencies in the culture and tourism sector,” Asika said. He also stressed the importance of creating a digital environment where Nigerian art, stories, and music are “protected, monetised, and celebrated globally.”

To achieve this, the council will work with global partners including the British Council, UNESCO, Google, Meta, Netflix, the African Development Bank, the European Union, and the University for the Creative Arts UK. These partnerships are expected to drive investment, technical expertise, and international exposure for Nigerian creatives.

The inaugural council is chaired by Charles Emembolu of TechQuest and includes industry leaders such as photographer and director Misan Harriman; AI storytelling specialist Malik Afegbua; AR/VR expert Judith Okonkwo of Imisi 3D; intellectual property lawyer Sandra Oyewole; music executive Bizzle Oshikoya; and Kemi Awodein, Managing Director of Chapel Hill Denham.

With the CCTF, the NCAC is aiming to merge cultural heritage with cutting-edge technology, creating new jobs, drawing investment, and placing Nigeria’s creative sector at the centre of global innovation.

Themed “The Shining Stars,” the event celebrated excellence in PR and communications, with CMC CONNECT LLP taking home two of the night’s most prestigious honours: PR Agency of the Year and Model Agency of All Time, wining these for the umpteenth time.

The celebration comes as the agency marks a remarkable year of growth, securing several high-profile clients, including British Council Nigeria, IHS Towers Nigeria, Digital Jewels Africa, ipNX, and IPRFZ, among others—solidifying its position as a trusted partner for impactful, data-driven campaigns.

These new wins bring the firm’s total client portfolio for the year to a record-breaking number, reflecting its unwavering commitment to excellence, creativity, and measurable results.

Delivering the keynote address, Mrs. Comfort Obot Nwankwo, chairman of the Lagos Chapter of the Nigerian Institute of Public Relations (NIPR), highlighted the transformative power of public relations. “Public Relations is not just a profession; it is a force for good,” she said, emphasizing PR’s role in advancing ethics, inclusivity, and sustainability.

Reflecting on the awards, the Lead Partner of the firm, Yomi Badejo-Okusanya said, “These accolades affirm our commitment to excellence, creativity, and innovation. At CMC Connect, we are passionate about crafting impactful narratives, and we are proud to collaborate with clients like Airtel Nigeria, IHS Nigeria, British Council among others to deliver campaigns that resonate and inspire.”

The agency’s client, Airtel Nigeria, also emerged victorious, winning, Environment and Sustainability PR Award for the Baadun Beach Clean-Up Campaign and Excellence in Internal Communication and Employee Engagement.

The Chairman of the LaPRIGA Selection Panel, Mr. Muyiwa Akintunde, lauded the rigor of the evaluation process, which assessed 81 entries across 21 categories, with nominees demonstrating exceptional creativity, strategy, and measurable impact.

The award ceremony also saw wins from other individuals and organisations including, Rector Cares Limited, clinching Best in Corporate Social Responsibility, Ifeoluwa Ariyo-Agbaje as Best in Technology Public Relations, Indigo Integrated Ltd as Best Brand in Storytelling, amongst others.

CMC CONNECT stellar year highlights its ability to stay ahead of industry trends while maintaining a sharp focus on social relevance and strategic impact. These accolades not only elevate the firm but also underscore the strides being made across Nigeria’s PR landscape in fostering global best practices.

As the 2024, LaPRIGA Awards concluded, CMC CONNECT stood tall as a beacon of innovation and excellence, inspiring PR professionals across Africa. The agency’s accolades serve as a testament to the power of creativity, professionalism, and vision in transforming narratives and driving societal impact.