Aminat Balogun
In today’s digital and fast-evolving economy, success is no longer solely hinged on academic credentials. Employers increasingly prioritise what you can do over what you know, placing more value on practical skills, innovative ideas, and creative problem-solving abilities that graduates bring to the table.
The workplace is evolving rapidly, and those who succeed are those equipped not just with theoretical knowledge but also with real-world experience. As a result, universities that blend academic instruction with hands-on applications are fast becoming beacons of relevant education.
Fountain University’s Department of Mass Communication exemplifies this approach. Since its inception, the department has embraced a practical learning model, exposing students to industry-standard practices that prepare them not just to earn degrees but to build fulfilling careers in Nigeria’s competitive labour market.One of the department’s most impactful and longstanding initiatives is its annual Advertising Pitch event.
This event, which has become a staple over the years, is far more than a classroom exercise or student competition it’s a full simulation of real-world brand pitching scenarios. Each year, 200- and 300-level students are grouped into creative agencies and assigned a product or brand.
Their task is to conceptualise, develop, and pitch compelling advertising campaigns under the scrutiny of industry professionals.While the pitching students drive the heart of the event, the responsibility of managing the entire process falls to the 400-level Event Management class.
These students act as project managers, planning logistics, coordinating schedules, liaising with judges, and ensuring the event runs smoothly. This structure not only teaches planning and managerial skills but also offers firsthand experience in executing major media and corporate events from ideation to implementation.
The 2025 edition of the Advertising Pitch event was held with great anticipation and enthusiasm. This year’s brief focused on Cowrywise Halal Investment, a branch of the broader Cowrywise fintech platform. Designed to promote savings and investment opportunities free from interest (riba), the Halal window aligns with Islamic financial principles and targets young Muslims looking for ethical financial solutions.
However, as the students delved deeper into their creative briefs, the event organically broadened into a larger conversation around financial literacy and smart money habits, including the platform’s conventional offerings.
While their campaigns were designed to spotlight the Halal investment arm, many teams took the opportunity to educate their audiences on Cowrywise’ s wider value.From its budgeting tools that help users curb unnecessary spending, to features promoting disciplined saving through the 50/30/20 rule—50% for needs, 30% for wants, and 20% for savings or debt repayment.
Cowrywise encourages users to take control of their financial futures. The platform allows for reinvestment, increasing users’ earning potential, while also offering educational content that grows financial literacy.In this way, the event became a double-edged campaign not just enlightening the audience about halal investment, but also showcasing how digital tools like Cowrywise can help young people become smarter with money, make informed financial decisions, and grow both their wealth and their faith.Seven creative agencies emerged to present their pitches: Strategy Team, Smart Connect Agency, Fusion Agency, Click Wave Agency, NovaSpark Agency, Thrive Ad Agency, and Safe Space Agency. Each team developed fully-fledged advertising strategies that included TV commercials, radio jingles, flyers, mockups, branded merchandise, and influencer marketing plans targeted at getting university students to explore smart, faith-aligned investment options.
Some teams leaned into emotional storytelling, while others used testimonials and data-driven messaging. The campaigns were judged by a panel of advertising and media professionals, including Mrs. Idris Hassana Tauheed (Osun State Coordinator, Advertising Regulatory Council of Nigeria – ARCON), Alhaji Oluwatoyin Yusuf (Deputy Director, News and Current Affairs, OSBC), Mr. Abdul Afeez Winjobi (Founder, Palms Academy), and Mr. Abdul Baseet Ajibade (Public Relations Unit, Fountain University).
Mrs. Idris Hassana Tauheed, the Osun state Coordinator, Advertising Regulatory Council of Nigeria, attending the event for the first time, expressed her deep admiration for the department’s commitment to experiential learning. She commended the students for their boldness and ingenuity, stating, “This is my first time being invited as a judge here, and I must say I am impressed with the level of creativity and effort these students have shown. It’s encouraging to see future advertisers already thinking like professionals.
I believe events like this don’t just prepare students for jobs; they shape them into leaders.” When asked how well she believed the event prepared students for real-world advertising and marketing roles, she responded that it was a step in the right direction and suggested including more industry mentorship in the lead-up to the event.
She emphasized that the event should not be seen as a competition but as a growth platform for building student portfolios and enhancing their understanding beyond the four walls of the classroom. “It’s not just about winning. It’s about gaining exposure, understanding how real advertising works, and sharpening presentation skills. I urge the students not to stop here but build portfolios, stay curious, and treat every feedback as a stepping stone. Dr. Rasheed Adebiyi presenting award to the Osun State coordinator, Advertising Regulatory Council of Nigeria, Mrs Idris Hassana TauheedAlhaji Oluwatoyin Yusuf, the Deputy Director, News and Current Affairs at OSBC, who has served as a judge for the Advertising Pitch event since its early days, shared similar sentiments.
He noted the noticeable evolution in the quality of presentations over the years, highlighting how this year’s participants raised the standard even higher. “I have watched this event grow from the start, and what I see today is progress. The students are learning not just how to present ideas, but how to communicate, defend, and deliver them with purpose. This is very important in our line of work.” He further advised the students to be mindful of their audience when designing campaigns, ensuring they avoid generalizations or cultural insensitivity. He stressed the importance of developing additional digital and strategic skills to remain competitive in the evolving advertising landscape.
“The progress I’ve seen over the years is amazing,” he said. “Each class raises the bar higher. My advice to students: don’t just aim to impress. Aim to connect. Understand your audience, avoid stereotypes especially religious or ethnic generalizations and deliver your message with strategy.”
Dr. Rasheed Adebiyi presenting award to the Deputy Director, News and Current Affairs at OSBC, Alhaji Oluwatoyin YussufThe standout team of the day was Smart Connect Agency, whose campaign strategy for Cowrywise stood out for its clarity, audience relevance, and integration of modern digital tools. Ibrahim Oladimeji, the team lead, described the experience as both challenging and rewarding.
“It was not easy at all,” he said. “At the beginning, we had creative clashes, and aligning our ideas took time. But the experience taught me the importance of teamwork, perseverance, and strategic thinking.
If given another chance, I would start the planning earlier and bring in more feedback from outside the team to sharpen our ideas. But overall, I’ve gained valuable skills I know I’ll use for a long time.”Adekoya Baliqees of NovaSpark Agency, which placed second, reflected on the rigorous creative process.
“It was stressful, but I’m proud. I’ve learned how to manage expectations, accept criticism, and push through even when it’s tough,” she said.
She encouraged younger students to begin preparations early and to treat every judge’s feedback as a lesson.While the students showcased creativity and confidence, the Impeccable events of the 400-level Event Management class were busy behind the scenes ensuring everything flowed seamlessly.
From lighting and seating to media and guest management and technical support. Their role was no less important than the advertisers themselves, as they demonstrated project planning, leadership, and execution skills that are crucial in today’s media and communication industry.
The department, through this structure, effectively trains its students across different specialties whether they are interested in event production, advertising strategy, media planning, broadcasting, public relations, journalism or content creation. The 2025 Advertising Pitch was more than an academic milestone it was a transformative educational experience. It bridged theory and practice, allowed students to explore their strengths and weaknesses, and immersed them in a competitive, collaborative environment akin to real-world creative agencies.
Moreover, it opened conversations around ethical finance, smart money habits, and long-term planning, empowering students and attendees alike to think beyond the classroom. Whether through the lens of halal investing or general financial planning, Cowrywise served as a symbol of how faith, finance, and the future can align.
The event showcases the department’s vision of producing media professionals who are not only grounded in theory but also equipped with the skills, creativity, and confidence needed to thrive in Nigeria’s ever-changing communication industry.