Global ad spend to hit $579 billion in 2021, says report MARKETINGPromoting the brand idea.: Issue 69, January/February 2021 N2000 US$ 6.5 ISSN 1597-1201EDGE www. marketingedge.com.ng: mediaReach MAKES HISTORY BECOMES FIRST AFRICAN MEDIA AGENCY TO WIN AT FESTIVAL OF MEDIA GLOBAL AWARDS Nigeria’s Creative Industry potential is huge, says Jane Maduegbuna (Afrinolly Boss) INSIDE JPMorgan Chase MARKETING EDGE TVC News wins Unilever global consolidates $400 unveils world- prestigious Nigeria media account million global media class website Media Merit Award on toss account with WPP for Best TV Station of and Dentsu the Year CONTENTS MARKETING EDGE 48 SPOTLIGHT Address all editoral, business and production correspondences to MARKETING EGDE, 11, Fadeyi Aladura Street, off Balogun Street, off Awolowo Way, Balogun Bus/stop, Ikeja, Lagos. Submissions of manuscripts, photographs, artworks, or other materials to MARKETING EDGE should be delivered by hand or via e-mail to [email protected]. 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Our goal is to make Amber a legacy brand -Titilola Adedeji Hot advert lines: 08023243054, 08023039359, 08066879292 8 Local News 61 TOP OF THE MARKET DIGITAL MARKETING: 25 NEWS FEATURE NEW FEAR IN THE A hug and a million accomplishments: AGE OF NEW NORMAL The duo that excites 32 FOREIGN NEWS Coca-Cola commences media and creative global agency review, set to redesign marketing model 46 BRAND TO WATCH The rise and rise of Kia brand in Nigeria’s auto market EDITORIAL The value question in brand management In times of uncertainty, n the annals of human history, however, consumers tend to values to the forefront of their solutions moments of crisis and uncertainty tend to be more humane in times of are known to stimulate new look up to brands for help, societal disruption such as the ongoing innovations and rapid paradigm and usually reward those that pandemic. Interestingly, COVID-19 has shifts on what matters most to provided myriad opportunities for future-fit people. At times like this, from people and can meet their most pressing brands to innovate and rebuild the human businesses to governments, everyone strives needs in the moment. Put experience in a manner that addresses Ito find new ways of navigating the new our collective needs. Because values drive simply, brands that are world occasioned by such crisis. In today’s human emotions and actions, 95% percent world, only a few who can identify what uniquely positioned, brands of consumer purchasing decisions are is valuable and deliver on it by combining that know their reason for known to be driven by subconscious urges, creative and innovative capabilities with the biggest of which is emotion. marketing prowess, including technical, being and who they’re built The fundamental questions are: How digital experience and deep business to serve tend to navigate have brands been breaking through the strategy will rapidly evolve beyond the crisis unprecedented challenges pandemic wall of uncertainty? How have moment. they been responding to customer needs In the last one year, virtually every successfully. as they unfold? How have businesses been aspect of people, business and government What’s more, brands that pivoting their models for better alignment activity has reached a crisis point around in the new normal? How are business the world with the outbreak and rapid bring human values to the leaders designing their organisational road spread of the Coronavirus pandemic, forefront of their solutions maps towards relevant marketing? How codenamed COVID-19. As the world are organisations navigating a reality where continues to turn on its axis, changing in tend to be more humane in their offerings may no longer have the same unpredictable ways, the implications of times of societal disruption standing as they did prior to the outbreak? marketing also continue to mount. Even such as the ongoing To seek answers to the above among executives, C-suite confidence had questions, this edition of MARKETING been seen to have plummeted across the pandemic. Interestingly, EDGE, the Integrated Marketing board. In times of uncertainty, however, COVID-19 has provided Communications (IMC) industry consumers tend to look up to brands authoritative magazine, is set out on an all- for help, and usually reward those that myriad opportunities for encompassing journey to help our readers can meet their most pressing needs in future-fit brands to innovate better understand how people and brands the moment. Put simply, brands that are and rebuild the human are responding to the new normal, and, uniquely positioned, brands that know most importantly, why some brands have their reason for being and who they’re built experience in a manner that been flourishing even amid the global and to serve tend to navigate unprecedented addresses our collective national pandemic. challenges successfully. While most brands are mulling over What’s more, brands that bring human needs. how to reposition themselves Cont’d on pg 6 4 MARKETINGEDGE / January/February 2021 PUBLISHER/CEO Cont’d from pg 4 John Ajayi, fnimn, NGE and best serve their customers and stakeholders, some are positioned to remain steadfast in one key dimension, their MARKETING EDGE purpose. These brands inherently understand why they exist and who CHIEF OPERATING OFFICER Amos Oladele they are best built to serve, from their loyal customers to their virtual EXECUTIVE EDITOR and physical communities. And there has been no better ways for Ralph Tathagata brands to exemplify their purpose in the last one year of pandemic DIRECTOR (CONFERENCE & ACADEMY) crisis than in Corporate Social Responsibility (CSR). For marketing and Tamuno Kiri brand leadership, this represents a watershed moment. GENERAL MANAGER (MARKETING) Marketers and future-fit businesses have also fused their brand Anietie Udoh and enterprise purposes where appropriate by working directly with GENERAL MANAGER (STRATEGY & BUSINESS DEVELOPMENT) public relations to help ensure that the messaging for their product and Mojisola Daniels-Matesun service brands is congruent, while others work with the CSR team to DEPUTY GENERAL MANAGER (MARKETING) Ogechi Odigbo strengthen the enterprise’s voice in the marketplace. ASSISTANT MANAGER, MARKETING The pandemic has equally shown that companies which know Oladunni Olaifa “why” they serve their customers and stakeholders are uniquely ASSISTANT EDITOR positioned to navigate unprecedented change. When purpose is Jolaoso Alabi embedded across the entire enterprise, organisations can live it out WRITER/CORRESPONDENT across the value chain to fulfill the hopes of their stakeholders, and Kasim Bakare possibly change the world. REPORTERS/CONTENT WRITERS Zion Rufus, Comfort Banjoko, On top of the crisis, the pandemic has equally plunged many Abimbola Mohammed, Felicia Nwosu countries and companies into economic recession. For far too long, the DIGITAL CONTENT WRITER recession playbook had been either retrench, focus on costs and ride Kingsley Owowo out the downturn, or spend ahead of demand with a view to capturing CONTRIBUTING EDITOR market share. Meanwhile, the current pandemic-triggered recession Olopade Emmanuel is unique in that it has forced rapid changes in consumer behaviour EDITOR-AT-LARGE away from brick-and-mortar stores and toward digital channels. Baba Awopetu Consequently, navigating the downturn requires a new playbook by REPORTERS/RESEARCHERS Phil Sholapo focusing on digital channel strategy that meets customer needs as they CHIEF MARKETING OFFICER unfold or risk losing relevance in an already tight marketplace. SOUTH EAST/SOUTH-SOUTH REGION Marketers are swiftly navigating an increasingly digital world and Ebube Otti, 08037102077, Living Street, Rainbow City, Port Harcourt, Rivers State how they are implementing more digital technologies and platforms ABUJA BUREAU CHIEFS to react more quickly to customer needs. Hopefully, however, some Osho Rotimi, 08057023505, 08038024406, Dele Ogbodo, 08033055438 companies have been able to quickly pivot and revamp their digital MARKETING CONSULTANTS environments to better foster this connection. For instance, more Olawunmi Abiona, Lateef Talabi, Jeremiah Joshua, Hameed Olabisi companies, especially in China, leverage their social and digital CHIEF MARKETING OFFICER channels to more broadly and dynamically interact with customers. SOUTH WEST/SOUTH EAST ZONE Benedict Oluwadamilare Ajayi Study has shown that virtual experiences do have diminishing MARKETING/EDITORIAL RESEARCHERS returns as technology cannot fully compensate for in-person Adejumoke Omene interactions. Complicating matters is the fact that in the past, COMPUTER EXECUTIVE organisations relied on in-person interactions to bolster the human Senamy Adjagbe connection while new-age digital solutions are likely a little less human. RECEPTIONIST Therefore to have a solid and balanced marketing outcome in the new Oluwatosin Ajala normal, brands must hybridise their in-person and cutting-edge digital CONSULTING GRAPHIC DESIGNER solutions. Eddie Nwayen To fortify our super offering, MARKETING EDGE and its CONSULTANT PHOTOGRAPHERS Dapo Adeseko, Wale Wahab sister Public