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]. While every effort has been made to ensure the correctness of all information, however, MARKETING EDGE is not responsible for advertising, errors or omissions. MARKETING EDGE is a publication on the platform of MEDIA EDGE Limited with ISSN 1597-1201. All rights reserved. Reproduction in full or part of any content from MARKETING EDGE without the prior written consent of the publisher is strictly prohibited. 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 Relations arm, MEDIA EDGE, including every arm of DIRECTOR/COMPANY SECRETARY our omnichannel group held a fireside conversation with some of Modupe Olubunmi Ajayi IMC industry eggheads and wizkids as facilitators. The theme of the EDITORIAL ADVISERS fireside was “Strategic Positioning in a Competitive Marketing Dr. Ayo Teriba, Kunle Adesina, Sir Chris Ogbechie, Dr. Ify Uraih, Environment: Challenges & Opportunities for Media Products in Chuddy Uduenyi, Bola Agboola, Ade Ogidan, Paul Oteri the age of the New Normal”, and it was designed to fire up our entire BUREAUX NORTHERN ZONE (ABUJA) workforce in order to serve our clientele better. And a key takeaway Rotimi Osho, 08038024406, Olanrewaju McCauley, 08028644058 from our 2021 Fireside Conversation is that “for businesses to be able to PORT HARCOURT implement digital tools and capabilities effectively and make marketing Biodun Ajibola, 08023432446 ABUJA a reality, every member of the corporate entity needs to operate from a Gbenga Adeosun, (Associate Director), 08033020395 Charles Adebowale, Suite B10, NSTIF Plaza, foundation of a clear, enterprise-wide vision”. Kashim Ibrahim Way, Wuse 11, 08059576778 As the saying goes, “The proof of the pudding is in the eating.” GHANA C/O Business in Africa, F850/2, Happy reading! Adjoate Road, 16 Osu, Accra. Tel/Fax: 233 21 775449 NIGERIA 11 Fadeyi Aladura Street, Off Oritshe Street, Off Obafemi Awolowo Way, Ikeja, Lagos, 08105315254, 08023243054, [email protected], 08023039359, [email protected], [email protected], 6

NEWS MARKETING EDGE unveils world-class website

n furtherance to the recent In line with the foregoing, of global marketing publications like Ad organizational and operational MARKETING EDGE undertook series Week, Ad Age, Campaign and the likes. restructuring at MARKETING of activities to align its workforce and Our brand is earnestly undergoing a lot IEDGE, a new world-class website has operations with the post-digital realities of transformation in terms of rebranding been unveiled by the foremost brands and expectations. The new website, which and re-engineering in its operational and & marketing publication, to signpost an was unveiled at a colourful ceremony in organizational structure”. aggressive brand positioning objective the exquisite office of the publisher of He continued:”We have recruited new by the management of the media the foremost publication, is part of the journalists and engaged media consultants organization. re-engineering process of rebranding to drive the new vision of the organization. Globally, organizations have had and restructuring the leading publication Quite recently, we also fortified our full- to rejig their operational structures due brand. fledged IMC agency, MEDIA EDGE, with to the realities of the digital age and the Commenting on the new website, the appointment of seasoned professionals. imperatives of the Covid-19 pandemic. Publisher/CEO, MARKETING EDGE We have barely scratched the surface in To demonstrate its brand purpose in this publications, John Ajayi, said the “new what we intend to do in delivering a world regard, MARKETING EDGE embarked website is in line with our vision of running class publication business”. on an agenda-setting journey during its a world class business in a post-digital era”. The new website has an aesthetic last Annual Summit wherein it invited Speaking further, Ajayi said: “We are appeal that speaks to the rich content and eggheads in the Integrated Marketing the leader in the marketing publication value, readers and advertisers can get from Communications (IMC) industry to market in Nigeria and it is expected of the platform. It is a product of a rigorous discuss the theme: ‘Making Your Business us to set the pace in high standards. We and meticulous design by an outstanding Future Fit: The Post-Digital Age Challenge’. are positioning our brand in the league web specialist, Olayinka Bolaji.

TVC News wins prestigious Nigeria Media Merit Award for Best TV Station of the Year

VC News has won the most serve the public with balanced, accurate and prestigious media award of the unbiased news every day, no matter what.” year, the NMMA award for Best Director of News, TVC News, Stella TTelevision Station of the year in Nigeria. Din-Jacob said “We are most grateful for Accepting the award at the ceremony this esteemed award and I also commend held at the Sheraton Hotel Ikeja, Lagos our hugely talented teams for doing a recently, CEO of TVC Communications, brilliant job, in this, the most challenging of Andrew Hanlon said “I commend and years for our news channel. Our best is yet sincerely thank the distinguished judges to come.” of the NMMA for choosing TVC News as The prestigious NMMA award for the recipient of this accolade. The award Television Station of the Year is the is gratefully accepted on behalf of all our latest in a string of awards for the TVC journalists, producers, technicians, and the Communications Group and its staff in multitudes of staff who work, both in front 2020. of, and behind the cameras. They have all In November, the group became the worked incredibly hard this year, and it is ONLY broadcasting and media company, they who deserve this recognition. not just in Nigeria, but continental “TVC News Journalist, Sharon Ijason, Africa to receive the highly-coveted Gold Leadership Award-Television Station of was also “Television Reporter of the Year” at Standard Great Place To Work Award which the Year; Wole Soyinka Award for Best TV the ceremony. recognises TVC Communications as one Investigative Reporting to Bukola Samuel- The award is an acknowledgement that, of Nigeria’s best employers, as voted by its Wemino, Marketing Edge Awards for: TVC even in the face of adversity and crisis, an employees. (TV Station of the Year), MAX FM (Young independent, strong, credible, and free In addition, TVC Communications Radio Station of the Year), Ronan Redmond media, is an essential part of our democracy received the following awards in 2020: (Media Personality of the Year), Andrew in Nigeria and TVC News remains here to BusinessDay Newspaper Nigerian Business Hanlon (Media CEO of the Year).

8 MARKETINGEDGE / January/February 2021 NEWS Experts set agenda on strategic positioning for IMC Sector

personal development, relevance, research, among many others. He reiterated the need for practitioners in the IMC industry to uphold integrity with clients while servicing a robust relationship with clients and business leads. He noted that what makes a successful person is “who you know and what you know”. He also suggested the need for staff to continually seek personal development in order to enhance organizational development. For Dolapo Otegbayi, the contemporary business environment is competitive and therefore needs more than strategic positioning for any business to survive. The consummate marketer noted that strategic saliency, which is akin to mental availability of brands in the mind of consumers, is key in today’s contemporary business climate. She pointed out that times have changed especially as the new normal continues to evolve with successive generations. Dolapo noted that there is a need for any business to L-R: Ozone Mbanefo, Dolapo Otegbayi and Lekan Lawal understand the consumer journey in order to drive an effective reach. She reiterated the need for adequate research and data xperts and top professionals in Nigeria’s Integrated Marketing to drive the whole process. “Data is available but it is the Communications(IMC) sector recently set an agenda for the understanding and the mining of the data that is the biggest issue”, industry with a view to enabling players and gladiators in the she stressed. Esector position for strategic competitiveness in the New Year. In his robust contribution, Lekan Lawal noted that what sells They expressed their views at MARKETING EDGE “Fireside in today’s business world is the ability to manage and promote Conversation” tagged “Strategic Positioning in a Competitive knowledge. He noted that knowledge management is the organic Marketing Environment: Challenges and Opportunities for a description of what MARKETING EDGE does. He then charged Media Product in the Age of New Normal”. The experts, cutting the foremost publication to raise the bar by “cultivating a new across different sectors painstakingly diagnosed the sector with generation of followers in order to be relevant in the next fifteen robust options and counseling on moving the industry forward years”. To buttress this point, he noted that perception prism of notwithstanding the Covid-19 pandemic and its rampaging who you are, who you think you are, what people think you are, and onslaught. who you want to be, is a necessary appraisal tool for organizational The conference was the second in the series to be organized growth by MARKETING EDGE, a foremost agenda-setting marketing and In a thought provoking session he titled “Self and Team”, brand focused magazine. It was the leading publication’s way of Otis Ojeikhoa went down memory lane to regale the audience building capacity for its workforce while impacting on the industry with his grass-to-grace story to underscore the need for passion especially at a critical time of the new normal that has imposed and creativity as a panacea for business and personal success. He certain business imperatives on corporate organizations globally. It reiterated the need for espirit de corps among the team members of was an initiative of the company’s management with the objective the organization to achieve success. He then urged the management of further strategizing and radically positioning the publication for to give the staff more responsibilities and latitude in order to boost its continued market leadership and dominance across the Nigerian their confidence and ensure that every member of the team is brand and marketing journalism sphere. considered vital to achieving organizational success. To further Some of the tips offered by the experts are: Innovation as a buttress this, he noted that a big idea that changed the fortune of way of beating competition, passion in value offering, relationship Kodak, a company he once worked for as a country sales manager, as key to sustaining clients loyalty, relevance in value offering and came from a driver. Research. Other take-aways are Authenticity, Packaging, Personal In his contribution, veteran journalist, Lekan Otufodunrin Development and Integrity, among others. stressed the need for evidence-based marketing and reporting in The conference was facilitated by notable figures from media today’s knowledge based economy. He noted that there is a need for and the integrated marketing communications industry including synergy between marketers and journalists in a media organization. Managing Director/CEO, O2 Academy, Ozoemena Mbanefo, He stated that the era of journalists refusing to ‘leave their comfort Specialised Nutrition Director, FrieslandCampina WAMCO, Dolapo zone’ has gone, for as he said,a good reporter needs to be a Otegbayi, Group Managing Director, Republicom Group, Tunji marketer. He urged the marketers to up their game noting that the Adeyinka, Managing Director/CEO, Brands Optimal, Otis Ojeikhoa, era of marketing on sentiments is gone. Executive Director, Media Career Development Network(MDCN). He commended the innovation and restructuring at the Lekan Otufodunrin and, Managing Director, m778ng, Lekan Lawal. foremost publication noting that there is a need to have a more Addressing the conference forum of participants which robust and aggressive digital policy to drive the marketing objective included majorly members of staff and management of the frontline of the organization. In line with this, Otufodunrin urged all publication, Ozone Mbanefo tutored the audience on corporate members of the organization to be exemplary ambassadors of the culture, emphasizing that the bedrock to maintaining a decent publication’s digital incursion. corporate culture lies in observing time-tested principles of

MARKETINGEDGE / January/February 2021 9 NEWS MasterCard launches cloud point-of-sale technology

contactless transactions and certain security functions from the individual smartphone to the cloud, offering robust security, reducing development and maintenance costs, and creating scalable distribution channels by allowing immediate connectivity to partners. Cloud POS also becomes a new channel for MasterCard and its partners to bring value-added services to customers and businesses. Global Head of MasterCard’s Acceptance Solutions Group, Milan Gauder, said, “We continue to see an asterCard has partnered with point-of-sale (POS) technology by turning accelerating shift to digital payments, with NMI and Global Payments Inc. an Android smartphone or tablet into an businesses of all sizes wanting to provide to launch its first cloud point-of- acceptance device, allowing businesses swift, secure, compelling point-of-sale Msale acceptance technology. to accept contactless payments while experiences. Cloud POS enables us to MasterCard and its partners are minimizing the need to invest in hardware make these experiences available to our doing this to help businesses accept terminals or extra features. partners with greater speed and efficiency. contactless payments using just an Android With this, MasterCard is enhancing Our partners are the center of everything smartphone or tablet through its Tap on its Tap on Phone product and empowering we do, and our trusted technology powers Phone technology. Tap on Phone assists ecosystem partners to create their own innovative experiences, choice, flexibility businesses of all sizes to deliver new cloud-based products with new tools and and certainty, creating the products and best-in-class contactless consumer capabilities. Cloud POS moves critical they need. MasterCard’s Cloud Tap on experiences using their smartphone. parts of the acceptance software, i.e., Phone delivers on our promise of ground- The technology democratizes the components that enable processing breaking products and innovation.”

Neimeth Pharmaceuticals to raise N5bn in additional equity

With this outcome, a board resolution proposing to raise equity will be presented at the Annual General Meeting of the Company scheduled to hold on 9th March 2021. Although the Board of the Company is yet to disclose if the additional equity would be a rights issue or a private placement, as the details of the additional N5 billion equity set to be raised are yet to be concluded. The company’s management intends to use the fund to execute key strategies that will reposition the company as a leader in the healthcare industry, with the hope to deliver better returns on investment to eimeth Pharmaceuticals has notification issued by and published on the shareholders, while the additional equity disclosed that the company is set website of the Nigerian Stock Exchange. financing will also increase Neimeth’s to raise N5billion in additional This, according to her, will serve as part outstanding shares, which will dilute Nequity once approved by shareholders at its of the resolutions reached at the Board earnings and impact the Company’s stock Annual General Meeting. of Directors meeting held, after which, it value for existing shareholders. The Company’s Secretary, Mrs. was resolved that the company would raise Florence Onyenekwe, disclosed this in a additional equity to the tune of N5 billion.

10 MARKETINGEDGE / January/February 2021

NEWS MIPAN holds 2021 business outlook, identifies challenges and growth opportunities

digitalization that will help track numbers of audience that have access to the adverts on television, radio and even terrestrial. Speaking on the theme of the event, Dr. Vincent Nwani, Head Research, FMDQ Group pointed out that the advertising industry could take advantage of the Africa Continental Free Trades Agreement (ACFTA) to plan ahead and seize the opportunity to expand its business in other African countries. “Africa Continental Free Trade Agreement opens Nigerian economy and equally other African countries’ food chains. What this means is that food and services can move freely from one part of Africa to another. It gives room for media buyers or practitioners from other African he Media Independent But we must adapt and evolve, even as countries to come to Nigeria and compete Practitioners Association of Nigeria we continue to navigate the new normal, in the media space.” (MIPAN) has held its 2021 business because the excuses of 2020 will no longer He advised advertisers in Nigeria to outlook with the theme: “Challenges & be tenable in 2021.” T take advantage of the ACFTA as quickly as Growth Opportunities Amidst COVID-19”. He opined that while moving possible. The event, which was held at the forward, the world must continue to Dr. Nwani also spoke on the Radisson Blu Hotel, Ikeja, Lagos, had deliberate, develop and adapt in 2021 as relationship between COVID-19 and members of the MIPAN Exco, speakers, that is the logical thing to do, adding that marketing communication, stating that panelists, digital crew and the press in stakeholders must learn to come together there has been lots of trainings and attendance with COVID-19 guidelines duly as individuals, as sectors and also as a seminars on the how businesses can observed. Other participants joined the country to achieve more in the COVID-19 channel the negative impact the pandemic conversation via Zoom and Facebook using era. has caused to their advantage by attending the link provided by the organisers. Adelusi spoke about the three key seminars, workshops or trainings that The meeting reached a consensus elements of the MIPAN manifesto which teach more on how to make use of that the advertising industry is having its include Technology, Capacity Building technology and innovation to delivery share of the effects of COVID-19, as digital and Collaboration among industry excellent results to clients. marketing is taking over media agencies, practitioners. He noted that digital His words: “As business owners in adding that major clients are either joining marketing is a big challenge for the media Nigeria we should be able to position the trend of digital marketing or going out industry as those who are not professionals ourselves and take advantage of the of business because of the effect of the but are good in digitalization are taking opportunity that comes with training to pandemic on the global economy. over the jobs of the media practitioners deal with the down side of the COVID-19.” MIPAN President, Mr. Femi Adelusi, and media buyers. Other speakers and moderators at this while giving the opening remark, pointed “In the area of industry collaboration, year’s MIPAN business outlook include Mr. out that 2020 was challenging for the it is important for us to engage through Olu Akanmu, Executive Director, Retail association, other sectoral bodies in various platforms, agencies, media Banking at FCMB; Mr. Raheem Olabode, Nigeria and the world in general. partners and more importantly, to ensure Executive Director, Corporate Planning His words: “You will agree with me our survival in these challenging times.” and Sustainability, CMC Connect, Dr. that 2020 was a very challenging year for He revealed that as part of its efforts Tayo Oyedeji, CEO, Overwood Investment us as MIPAN and of course to all the key to evolve and adapt to the global new Limited and Mr. Kelechukwu Nwosu, MD/ sectors across various industries not only normal, MIPAN is working on Audience CEO, TBWA Concept. in Nigeria but internationally as well. Measurement Response on national

12 MARKETINGEDGE / January/February 2021 NEWS Heineken acquires 1.9 billion Champion Breweries’ shares to grow Nigerian beer market Guinness. Operating with two products distributed in few regions of the country, Champion Breweries has been struggling to find its feet in the highly competitive beer market. Competitors such as International Breweries, Nigerian Breweries and Guinness are either expanding their production capacity or introducing new brands. Recently, Nigerian Breweries Plc commissioned a PET bottling line in Ijebu-Ode, Ogun state. The company acquired a controlling interest in Sona Group in January 2011 and also merged with Consolidated Breweries Plc, thereby adding to its three breweries in Ijebu-Ode, o further bolster its equity in the 12.3 per cent and 10 per cent holdings Awo-Omama, and Makurdi to the Nigerian Nigerian beer market, Heineken respectively in the company prior to Breweries. B.V., the Dutch brewer, has Heineken’s latest round of share purchase, In 2017, AB InBev acquired 72.17 per Tpurchased an additional 1.9 billion were the other substantial shareholders in cent of SABMiller’s shares in International ordinary shares of Champion Breweries Champion Breweries. Champion Breweries Breweries Plc, in a series of transactions located in Uyo, Akwa Ibom state. started bottling beer in 1976, with an initial which resulted in AB InBev acquiring The purchase was consummated by capacity of 150,000 hectolitres of beer and controlling interests in the company. After Heineken through its subsidiary, Raysun 10,000 hectolitres of malt drink. the acquisition, a merger arrangement Nigeria Limited. Heineken purchased the Apparently reacting to the transaction, was later consummated with International new shares at N2.60 per unit at a total of the shares of Champion Breweries closed Breweries Plc and two other local brewers: N4.95 billion. on the Nigerian Stock Exchange at N1.48 Intafact Beverages Limited, makers of With this share acquisition, Heineken per share, gaining almost the 10 per cent Hero beer which is popular in the South- now has a total of 84.7 percent in daily ceiling allowed by the bourse. The Eastern part of Nigeria, located in Onitsha Champion Breweries, a move to further stock has appreciated by 58.82 per cent Anambra State, and Pabod Breweries expand its control of the Nigerian Beer since Heineken’s latest share acquisition on Limited, makers of Grand Lager, located in market and put it in a strong position January 7, 2020. Port-Harcourt. All are now controlled by as the majority shareholder to make a Champion Breweries has had its fair AB InBev. takeover attempt. share of competition from three giants Heineken currently has a 37.94 percent Asset Management Nominee and Akwa in the Nigerian beer market-Nigerian stake in Nigerian Breweries, Nigeria’s Ibom Investment Corporation, which held Breweries, International Breweries and largest brewer by market size and the most capitalized beer maker in the country.

StarTimes to rule in digital TV penetration by 2026

tarTimes, the African pay-TV brand, StarTimes’ edge has been its affordable plans to reach 51 million subscribers pricing. “Since 2008 when StarTimes come 2026, according to a report by started operation in the African market, SLondon-based Digital TV Research Ltd, the company has continually been with the addition of almost 17 million committed in its effort to realize its pay-TV subscribers that would be added ambitious mission by ensuring every between 2020 and 2026. African family can access, afford, watch Nigeria, according to the report, and share the beauty of digital TV. has been predicted to be the largest “Because of StarTimes, the price of single country with 11 million pay-TV pay-TV has been greatly lowered, from an subscribers, with South Africa bringing in average $50 per month to 3 or 5 dollars another 9 million. to 16.86 million by 2026. per month. And to date, this is StarTimes Principal Analyst, Digital TV Research, France’s Vivendi with 5.41 million subs greatest achievement to make digital Simon Murray said, that StarTimes/StarSat on its Canal Plus satellite TV platform and TV affordable for all families.” Ali Auta, would enjoy the most impressive growth in Easy TV by end-2020, which will climb to content marketing manager,” StarTimes Africa, from 10.11 million subs at end-2020 7.90 million by 2026, the report said. Nigeria said.

MARKETINGEDGE / January/February 2021 13 NEWS GAGE Awards unveils academy for 2021 edition

in education. Mr. Uzoma Dozie, Founder/ their digital heroes who have made their CEO Sparkle, a mobile-first platform for lives simpler especially in the grim year of Nigeria’s retail banking industry, using the pandemic. Digital ensured our lives still technology to power financial inclusion. went on despite a global lockdown for some He was also the erstwhile GMD of few months. Diamond Bank. Banke Alawaye, CTO, a Some of the categories up for Cubed Limited and digital transformation nominations include Banking App of the specialist – she has over 20 years of work Year, Breakout App of the Year, Best Digital experience with many businesses and helps Financial Platform, Online Comedian of the many brands make the best of digital tools. Year, Tech Entrepreneur of the Year, Digital Dr. Adeola Olubamiji, Founder, STEMHub Artiste of the Year, Website of the Year, he GAGE Awards has officially Foundation, is a Nigerian-Canadian Influencer of the Year, Social Movement of unveiled its academy of judges for Advanced Manufacturing Technical Advisor the Year, etc. the second edition themed ‘Year of with Cummins Inc, Indiana. FunkeBucknor- The GAGE Awards ‘21 comes with Tthe Digital Takeover’. The 2021 academy of Obruthe, Founder/CEO, Zapphaire Events, introduction of a new category – GAGE judges boasts of a stellar cast of individuals is a serial entrepreneur and is regarded as STAR OF THE YEAR. This category who have a proven track record of success Nigeria’s pioneering event planner. Kelechi celebrates the individual or group who took and achievements in their various fields of Mbah, Founding MD/CEO, ServiceDesk, the Internet by storm for the year under endeavour. is a seasoned growth strategist with 15 review. In a recent release by the organizers years of working experience in technology, The GAGE Awards has become a in Lagos, the convener of the GAGE telecoms, and media industries. standard for recognizing and rewarding Awards reeled out the names of judges Mr. Jason Cumming has traversed the outstanding digital work on the African who made the list for the 2021 edition, African continent for 19 years providing continent. including Dr. Adebola Akindele, GMD local solutions with global insights to Industry experts have expressed Courteville Business Solutions, a provider brands operating in Africa. He has worked excitement at the second edition based of information technology, consulting, with many blue chip companies mainly in on the credibility of the process and the and business process outsourcing services. management roles for international brand dire need to encourage outstanding digital They are the brain behind Autoreg, a communications networks such as IPG, innovations in the Nigerian ecosystem. digital solution that automates vehicular WPP, Omnicom and M&C Saatchi. He They believe this will facilitate innovation registration. Chizor Malize, MD/CEO, currently works as an international Business and growth in the African digital space. Financial Institution Training Centre Consultant, specializing in the African Nominations will be done strictly on the (FITC). She has over two decades of region. GAGE Awards website, www.gageawards/ professional experience leading strategic Expressing his delight on the second nominations . All information about the and transformational projects in the edition of the award, Convener of GAGE categories, nominations and guidelines can financial sector. Moritz Boullenger, Awards, Mr. Johnson Anorh, said: “We be found on the website CEO Pulse Nigeria, has spent 5 years have gone through great length to get this The maiden edition of the GAGE contributing to the growth of Pulse as the collection of individuals to help select Awards took place in February, last year leading digital company in Sub-Saharan the best of some of the most technical at the EKO CONVENTION CENTRE. Africa. Nkemdilim Uwaje Begho, CEO categories in this year’s GAGE Awards. It It attracted support and partnership Future Software Limited, Committee has been a very interesting year in the tech from corporate organizations and Chair, Funding Framework for the Nigerian space, especially now that the world has Government bodies such as the Nigerian Technology Sector and Non- Executive learnt to depend on digital technology due Communications Commission, Lagos Director Stanbic IBTC, is a seasoned to the pandemic. The GAGE Awards ‘21 is State Government and a host of other Information Technology professional meant to set a standard for digital not just organizations. with over 15 years’ experience. Lanre in Nigeria but in Africa.” Big winners on the night were GTBank, Adisa, CEO Noah’s Ark, is a creative with He continued: “We understand Airtel, e-Tranzact, Jumia Food, Kiki Mordi, over 25 years’ experience in marketing the importance of bringing on board Onyeka Akumah, Taaooma etc. communications. He is the brain behind distinguished men and women who are not The GAGE Awards is an initiative of several successful traditional and digital just technocrats but also passionate men TOMATO DIGITALS, aimed at fast- campaigns in Nigeria. Mai Atafo, CEO Mai and women who love the growth of the tracking the pace of technological growth in Atafo Inspired, is an inspirational Fashion digital space in Africa. Their passion for Nigeria. By introducing the much-needed designer who left the corporate world to this growth was one huge factor in their standard, GAGE Awards is facilitating chase a dream in the fashion industry and selection. We are very confident about the growth, innovation and attracting new created a niche for bespoke fashion services value of their involvement with the GAGE talents to the digital space. in Nigeria. Awards brand and can’t wait for how the The GAGE Awards celebrates the best Also on the list are Gil Kemami, MD/ nominations and voting will play out. I of Internet in Africa with a spotlight on CEO BBDO Media Edge Kenya; Modupe think we are in for some excitement in the Individuals, Influencers, Commerce, Brands Adefeso-Olateju, Managing Director, next few months.” and Entertainers for their outstanding The Education Partnership Centre, is a It would be recalled that the GAGE activities and contribution to the digital recognized World Bank policy expert Awards 2021 recently opened up its ecosystem annually. The 2021 edition is specializing in public-private partnerships nomination portal to Nigerians to select scheduled to take place in April, 2021.

14 MARKETINGEDGE / January/February 2021 NEWS MARKETING EDGE presents gift items to Mother Teresa Orphanage Home

He continued: “Through the years, our company has built a strong legacy on giving back to the society. We are glad that many corporate brands have joined the train to support the little initiative which we started many years ago. “So, this year’s edition is not different as more and more companies have keyed in to say – MARKETING EDGE, ‘we are in this together, because it is a worthy project’.” Large and prominent companies have demonstrated their support, and these are brands like Dulfil Nigeria Limited, makers of Indomie Noodles, which supported with many cartons of Indomie; Nigeria Bottling Company gave cartons of pet bottles of Coca-Cola drink; Hayat Kimya gave large size cartons of Nordic Diapers; Friesland Campina WAMCO donated several cartons of Peak Yoghurt and Peak Evaporated Milk; The La Casera Company donated cartons of La Casera Apple drinks L-R: General Manager, Strategy/Business Development, Marketing Edge Publications Limited, and the newly added drink, called Bold’, Mojisola Oluwa-Matesun; Deputy General Manager, Marketing, Ogechi Odigbo; Attendant, Mother Teresa Orphanage Home, Rev. Sister Maria Elias; Chief Operating Officer, Marketing Edge while Eat’N’Go, a franchisee of Domino’s Publications Limited, Amos Oladele and the company’s General Manager, Marketing, Anietie Udoh, Pizza also donated packs of pizza and a during the yearly presentation of gift items and products to Mother Teresa Orphanage Home, Ketu by bag of rice, all for the edition of the annual the leading marketing & advertising-focused magazine as part of the company’s charity initiative and MARKETING EDGE’s Orphanage Charity funfest in line with the Yuletide celebrations in Lagos recently. Initiative. The items donated this year were received by Reverend Sister Maria s its corporate essence always while delicious and yummy Eat’N’Go, a Elias who represented Treasure of Love reflects, MARKETING EDGE franchisee of Domino’s Pizza, supported Missionaries of Charity Orphanage believes that the essence of life by donating packs of pizza for the charity Children’s Home, Alapere, Ketu, Lagos. Ais love. To demonstrate this, Nigeria’s initiative. She appreciated the MARKETING EDGE foremost marketing publications has The products donated by these great team, while describing it as a timely consistently for ten good years, been brands were received by MARKETING relief to the orphanage home. She also providing support and extending its arms EDGE’s Deputy General Manager highlighted on lack of adequate medical of love to orphanages within Lagos State (Marketing), Ogechi Odigbo, and she care, education and finance as some of the as a fulfilment of its corporate social appreciated the various companies for s challenges facing the orphanage. The responsibility during Yuletide celebrations. supporting MARKETING EDGE’s unique Reverend Sister called on well-spirited This impactful and noble gesture has initiative. Nigerians to emulate the footsteps of been keeping hope alive in the lives of the The visioner and brain behind the MARKETING EDGE, while thanking the less privileged in the society, and many orphanage initiative, the Publisher /CEO, company and its supporters for making the orphanages are benefiting from it. MARKETING EDGE, John Ajayi, while children to experience the true meaning Specifically, amazing product supports commending the support, said: “Our of love. came from various world leading brands sincere appreciation goes to our corporate Management of Marketing Edge such as Friesland Campina WAMCO, partners for supporting our initiative to Publications Ltd promises to continue to which supplied several cartons of Peak provide for the orphanage. Orphanages are touch lives positively through its CSR drive Yoghurt and Peak Evaporated Milk, Hayat facing a lot of difficulties to finance their while promoting the brand idea which is its Kimya, supported with many cartons of operations at this critical period of our core corporate value. its flagship products, Molfix Diapers, economy.”

MARKETINGEDGE / January/February 2021 15 NEWS Facebook Marketplace rolls out in Nigeria

proof of purchase. If you’re not satisfied checks or bank drafts can be counterfeit. with an item’s condition or have doubts Transactions are between the buyer and about its authenticity, you can decline to seller only, and no third-party guarantee complete the purchase. If the seller offers to should be involved. ship the item rather than exchanging it in Protect your privacy: Don’t share your person, keep in mind that you may not have financial account information (example: the opportunity to verify the item before Payment login and password, bank account completing your purchase. info) with buyers or sellers. Additionally, Meet in a public location: If you are make sure your Facebook Privacy Settings meeting, ensure this is in a public place. are up-to-date. These settings help limit Don’t invite buyers or sellers into your what other people can see (example: status home. Before going to the agreed location, updates, location, photos) on your profile acebook has announced the launch in tell a family member or a friend the exact page and what you share on Facebook. Nigeria of Marketplace, a convenient location where you will meet, bring your Report a seller or listing: If you think destination where people can discover, cell phone, and consider asking another a seller or product violates our commerce Fbuy and sell items from others in their local adult to come with you. If the value of the policies, you can report them. communities. Available in South Africa, item you intend to buy or sell requires Watch out for potential scams: For Ethiopia and Kenya, Nigeria joins the a significant amount of cash, you might example, be wary of sellers who express growing list of countries where people can consider using a person-to-person payment urgency or claim to be in rush. Always simply tap on the Marketplace icon or visit method. Please follow local guidelines for take the time to verify the product meets www.facebook.com/marketplace to browse how to stay healthy and help prevent the your needs before making a final decision. and search for items, sort based on distance spread of coronavirus (COVID-19) while Also be wary of people who pretend to be or category. buying and selling. employees of Facebook and ask for your Commenting, Adaora Ikenze, Head of Use cash, COD, or person-to- account information and personal details, Public Policy for Anglophone West Africa, person payment methods: Buyers and or suggest using any kind of services to said: “The launch of Marketplace in Nigeria sellers may offer or accept cash, Cash complete a transaction. further highlights our ongoing efforts on Delivery (COD) or person-to-person To help prevent the spread of in helping to boost buying and selling in (P2P) payments. If you choose to pay coronavirus (COVID-19) while buying and Nigeria and connecting communities. This electronically using bank transfer or money selling, all local measures and guidelines comes at a crucial time as the effects of the order solutions, avoid payment links and log should be followed and for further COVID-19 pandemic continues to impact in directly through the payment method’s information visit https://www.facebook. people and businesses, and with many website. Keep in mind that personal com/marketplace/learn-more/coronavirus people buying and selling on Facebook, this will provide people with a convenient destination where they can discover new products, shop for things they want or find buyers for the things they are ready to part Airtel Africa renews spectrum with.”

How selling works on Facebook licence with N71.61 billion Marketplace When a seller lists an item on Marketplace, they create a public listing that can be seen that it paid the sum of of N71.61 billion by anyone on Facebook. This includes for the licence which is due to expire on people on Marketplace, News Feed, November 30, 2021. Facebook search, Facebook Groups or Raghunath Mandava, CEO of Airtel search engines. Sellers can simply take a Africa, expressed his delight concerning photo of an item, enter a product name, the renewal and reinstated company’s description and price, confirm their commitment to achieving its digital location, select a category, and post. objective in the country. Tips on buying and selling responsibly on He said: “I am pleased to announce Facebook Marketplace that our application in Nigeria to renew Commerce Policy: Items, products or irtel Africa has announced that our spectrum licences in the 900MHz and services sold on Facebook must comply the Nigerian Communications 1800MHz bands for a ten-year period has with our Community Standard, as well Commission (NCC) has renewed been approved by the NCC. as the Commerce policies. Sellers and its 900 MHz and 1800 MHz bands “This is our largest market and we Merchants are responsible for complying A spectrum licence, which takes effect remain focused on bridging the digital with all applicable laws and regulations. December 1, 2021 to November 30, 2031. divide and expanding our broadband Verify the item: For high-value items The telco giant through a notice to capability in the country.” (example: watches, luxury bags), consider requesting a certificate of authenticity or the Nigerian stock exchange revealed

16 MARKETINGEDGE / January/February 2021 NEWS IMC expert calls for collaboration, innovation to navigate the new normal

s many corporations and going through behavioural changes. organisations are recovering “I think everything centres on the from the hit of the coronavirus consumer and the lifestyle changes. I Apandemic and are gradually adjusting to think from an advertiser standpoint, he Eat‘N’Go the new normal, the President of Media has to think what is most important to Independent Practitioners Association my consumers at this period? We need to launches of Nigeria (MIPAN), Femi Adelusi has analyse the insights that are available such stressed on the need for synergy and as disposable income. What kind of new creativity amongst players within the excuse or packaging material do I need to Chocolate Integrated Marketing Communications evolve into that will allow this product or (IMC) industry. service to be able to reach the consumer in Pizza Responding to exclusive enquiries from view of the current realities that he finds MARKETING EDGE, the MIPAN chief, himself? who is also Group Managing Director/ “There is need for data and insight. at‘N’Go, a leading Quick CEO of BrandEye Media/BrainBox Advertisers need to evolve the product Service Restaurant (QSR) Marketing Nigeria, delivery, the road ECompany in Nigeria, has mentioned to market and announced the launch of Chocolate engagement and the packaging to Pizza, in line with its commitment flexibility as vital be able to reach to serving its teeming consumers in helping brands the consumer in better in the New Year. retain their target different ways. I According to a statement on its market in the think these are LinkedIn page, “Delicacies just got post-pandemic era, areas where there better with Domino’s new dessert even as consumer should be some variant – Chocolate Pizza”. behaviour continues level of innovation The statement continued: “We to evolve. and creativity from an advertisers’ launched this yummy deliciousness In his words: “For us as media agencies, standpoint.” today! Made from freshly tossed I think the primary objective is to help our Concerning the 120 days payment cycle dough base, coated with a clients win; whatever will help them win is contention between media owners and generous chocolate spread, and important. their clients, Adelusi, who is experienced M&M toppings”. “What we need to do is to engage on both sides as he has worked on the “Savour the mouth-watering the media partners to understand the clients’ sides for over a decade before experience today! Thanks to the peculiarities of the time that we work in establishing his media powerhouse, team for making this happen; just in and find partners who are also able to emphasised the need for partnership and time for Valentine season.” be that flexible to accept our one month dialogue. The combined efforts of a plan rather than a two month plan. And “It should actually be collaboration, a great team driven by innovation because we are leveraging technology, we partnership and that is the principle and and knowledge of the market gave can make decisions quickly by informing idea we need to bring to the table. It is the Eat‘N’Go brand a phenomenal and communicating with clients faster. not about one party pushing for 120 days; success in 2020, a turbulent year The partners also need to have a system it is about the party also understanding that witnessed a lot of QSR brands that allows them to accept those changes. that the agency needs to run a profitable, under-scaling and winding off. I think the entire industry needs to be a bit sustainable business as a strategic partner. Despite the challenges, more flexible.” So, where is the middle point?” Eat’N’Go developed world-class “Ultimately, the media houses, the “I personally believe that 120 days is brands that have been addressing agencies and the clients must work a long time in an economy like Nigeria the needs of the African market by together to make sure that the brand where you don’t have ready access to serving up a tasty portion of pizza, objectives are delivered,” he added. loans. We don’t have all the technology, burgers, chicken, ice cream, coffee The marketing communications guru and operations are not yet so technology- and more. also stressed on the need for advertisers driven to reduce our operational cost. We to rely on data and come up with therefore need to find a middle point.” innovation and creativity to keep up with the consumers whom he noted have been

MARKETINGEDGE / January/February 2021 17 NEWS MTN reshuffles regions, management to fuel growth plan

TN has announced a important to ensure that the management capacity is in place comprehensive review to sustain and accelerate our key strategic ambitions”, Mupita of the Group’s strategy mentioned, while noting the changes also increase the company’s Mwith a focus on accelerating growth, focus on diversity and inclusion. deleveraging the holding company’s The operator named Telkom Group CFO Tsholofelo Molefe debt and unlocking value. The as its new finance chief, with the move to happen “as soon as revised strategy will be presented in practically possible” in 2021, but “no later than 1 October”. more details following the release MTN also stated its Ghana operation had become part of its of MTN’s 2020 full-year results in West and Central Africa (WECA) region from 1 January 2021, March 2021. with its Southern and East Africa and Ghana (SEAGHA) unit According to MTN Group, the move is designed to accelerate becoming the Southern and East Africa (SEA). MTN highlighted its growth strategy, detailing plans to reshuffle its regional the unit as “critical” to the company’s ambitions, offering “a good structure and appointing a new group CFO, with the changes due opportunity for growth in mobile financial services” and “the to take effect in 2021. largest potential” for further expansion overall. Ralph Mupita, MTN Group President and CEO stated the Current VP of SEAGHA, Ebenezer Asante, will become VP of planned shifts will safeguard continuity in the growth of MTN’s WECA, with chief digital and fintech officer Yolanda Cuba taking leading and scale connectivity business on the African continent, the VP role for SEA. while also advancing its digital platforms, de-risking the business MTN’s head of mobile financial services, Serigne Dioum, will and unlocking value. succeed Cuba, with the company highlighting his long experience “We are excited about our journey of growth and it is as key to driving “digital innovation and financial inclusion”.

Colgate launches thematic campaign to drive cavity awareness

currently running Pan-Nigeria on television, radio, digital and OOH platforms, while stating that it has become imperative that Nigerians take their dental health seriously by keeping up with a comprehensive oral hygiene routine. He disclosed that study has shown that more than half of the Nigerian population is confronted with problems associated with toothache or tooth hole, most of which are due to cavities which he said is majorly caused by the changing food habits of consumers. The Brand Manager, Colgate, Mr. Vibhanshu Malpan, while speaking on the campaign, explained that cavities could be prevented by using the Colgate Maximum Cavity Protection olgate, the world’s leading and the most chosen toothpaste Toothpaste brand, which is clinically proven to prevent cavities brand has launched a new thematic campaign to drive through Its expert fluoride formula that ensures natural calcium awareness around cavities and oral care in general in the deposition on the outer layer of tooth which is called enamel. CNigerian market. The new campaign tagged: “Calcium in, Cavities Colgate Maximum Cavity Protection Toothpaste, according out” aims at sensitising consumers on ways to prevent, fight cavity to Malpan, is made from carefully selected active ingredients to and promote dental hygiene and wellness by strengthening teeth protect the teeth from cavity while ensuring general oral health. and freshening breath. He added that the brand contains natural mint, which gives users According to Girish Sharma, Chief Executive Officer, Colgate fresh breath. Tolaram LFTZ Enterprise, “Oral care is a very important aspect He also confirmed that Colgate Maximum Cavity Protection of the human overall health and wellness, and preventing cavity toothpaste is a family toothpaste brand that helps users to fight is one of the cardinal parts of enjoying a good oral health. It is sugar acids in plaque, which is the number one cause of cavities. therefore imperative to create awareness around oral care, and as He assured consumers that Colgate Maximum Cavity such preventive oral care must take the forefront.” Protection Toothpaste is also recommended by the Nigerian The CEO equally noted that the new thematic campaign, Dental Association. which highlights the significance of calcium to dental health, is

18 MARKETINGEDGE / January/February 2021 100 Families Receive the Blue Band ‘Spreading Smiles’ Financial Grantt …in support of Nigerians affected by the economic impact of Covid-19

eading consumer brand, Blue Band, recently announced the impact of Covid-19 pandemic is still being felt and we owned the winners of its N5,000,000 ‘Spreading Smiles’ initiative. The responsibility of providing a solution, particularly to disadvantaged campaign was a part of the brand’s response to mitigate families. We are proud that with the active participation of our the effects of the economic downturn resulting from the consumers, we have been able to support these families.” LCovid-19 pandemic especially among disadvantaged families where Titilope Reju, (Brand Manager, Blue Band Nigeria), addressed the the scourge was most felt across the country. positive impact of the campaign, saying “we were concerned about The Spreading Smiles initiative, which aimed at rewarding families who had been impacted by the pandemic and presented 100 disadvantaged families across Nigeria with a cash benefit of our consumers with an opportunity to make a difference and N50,000 each, involved the participation of Blue Band consumers, ultimately be part of promoting the ‘Spreading Smiles’ campaign presenting them with an opportunity to nominate a family in need. and they responded positively. The goal of this campaign was to The process required that for every Twin Tub Pack of 250g, 450g, or spread smiles and we are pleased with the outcome. 900g purchased, using a code provided on each pack, consumers With over one thousand entries, the selection criteria for the got the chance to nominate a family that they believed would final 100 were based on frequency, as well as a system generated benefit from financial assistance. application for random selections, ensuring every entry had a fair Speaking at the presentation, Francis Afoani, (Head of Marketing, chance of participation. We congratulate all 100 families and know Upfield - West Africa), said, “We are glad about the outcome of the that this cash reward will go a long way in aiding their nourishment campaign, as it has further demonstrated our commitment to help and wellbeing”. parents grow healthy and happy kids. Months after, the economic

About Blue Band About Upfield Globally, 1 in 3 children are not growing well and Africa is Upfield (www.Upfield.com) is the largest plant-based consumer responsible for a high percentage of this child malnutrition. Vitamin goods company in the world and the #1 producer of plant-based insufficiencies are also very common in African countries. Blue Band spreads globally, with more than 100 brands, including iconic brands aspires to provide an easy and tasty way to help children and families FLORA, RAMA, BLUE BAND, PROACTIV, BECEL, and COUNTRY CROCK. get the essential fats and some key vitamins the body needs. At Upfield, we make people healthier and happier with delicious, Blue Band is fortified with important vitamins that are vital for child plant-based nutrition products that are good for you and for the development: planet. We are focused on leading in this new era focused on • Vitamin A – For good vision, healthy skin, and immune system delivering healthier products that are great tasting and have superior • Vitamin D – For growth and development of bones and muscle quality and helps us deliver a “Better Plant-based Future.” function With headquarters in Amsterdam, we sell our products in over 95 • Vitamin E – For the protection of cells against oxidative reactions countries and have 17 manufacturing sites throughout the world. We • Vitamin B6 & B12 – For metabolism and converting food into employ over 3000 Associates. Since 1871, we have been the authority energy in the spreads category which gives us unmatched experience, know- how and inspiration. NEWS Rinet Ltd @ 20 rewards staff for long service and loyalty

referred to as life and his family through his generosity ‘Mama Rinet’, was and dedication to the improvement of his honoured for her staff. invaluable service In all, the outstanding staff of Rinet and contribution to were honoured with undisclosed financial the company. rewards and award plaques. Currently While making his remark during the serving as the presentation of the Grand Long Service company’s Manager Award, Steve Babaeko, President of AAAN of Corporate and MD/CEO of X3M Ideas also gifted Promotions, Mrs the awardees a token of N50,000 each, as a Olalere had joined show of appreciation for their exceptional Rinet as a client service and invaluable dedication to the service executive in growth and excellence of Rinet Ltd. 2005. Established in 1994, Rinet Limited L-R: Fillius Osubor, MD/CEO Rinet Ltd; Mrs. Osubor; Isaac Asemota, In the same is an advertising and digital integration vein, Mr. Adeniyi organisation with creative solutions as current Head of Media and Accounts at Rinet and Steve Babaeko, AAAN Richards was also its core; the company prides in rendering President and MD/CEO X3M Ideas, during the Rinet staff Award and rewarded for his professional services, brand promotion and Reward ceremony recently held in Lagos. 14 years of loyal development, improving the welfare of its service, while staffs, and implementing a cultivated team inet Ltd, an integrated marketing Adegoke Kemisola spirit. communications company, has was rewarded for her 10 years landmark at With over 25 years of expertise in awarded and rewarded some of its the company. branding, advertising, event management, Routstanding employees who have remained The Grand Long Service Award was digital marketing, market storms and loyal, valuable, and dedicated to the bestowed on Mr. Isaac Asemota, current activation, Rinet Litd is continuously company in the last 20 years. Head of Media and Accounts at Rinet. committed to providing top-notch The event, which held at the NECA Asemota, who joined the company since marketing communications services which House, Ikeja, was graced by the Association year 2000, spoke on how the Managing have over the years helped to build and of Advertising Agencies of Nigeria Director, Fillius Osubor, had impacted his nurture new and existing brands. (AAAN) President and MD/CEO X3M Ideas, Steve Babaeko; Managing Director, TBWA Concept, Kelechi Nwosu and other distinguished industry personalities. Speaking on what informed his decision to celebrate the landmark against economic Econet Global kicks off USD100m odds, Fillius Osubor, MD/CEO Rinet Ltd, who also recently marked his 60th birthday, data centre construction in Nigeria explained that it felt right and deserving to honour his staff for their selfless dedication “This week marked the start of the to the growth of the organisation. construction of our first major Data Centre “Having spent 26 years in the marketing facility in Lagos, Nigeria. Named the ADC communications industry in a tough Atlantic, this is a US$100m investment in environment like ours is not easy. Staying in the Nigerian economy. business for this long in an industry where “In the Data Centre world, this will be many thriving agencies have gone under the largest facility outside South Africa,” before our presence could only be achieved Masiyiwa said. by God’s Grace. Considering the power consuming “More importantly, having a few nature of such facilities, provisions of have individual members of staff who have been made to supply power. remained loyal and dedicated to Rinet Ltd “ADC works with its sister company for 20 years is a feat not so common in this DPA which provides the power system part of the world. This event is designed using solar energy and natural gas,” he to show our heartfelt appreciation to staff trive Masiyiwa, founder and disclosed. commitment and loyalty over the years,” he The facility will not only provide cheap said. executive chairman of Econet Global Limited, has disclosed that his Africa cloud services, it will also help create Mr. Osubor demonstrated unique and hi-tech jobs and help to fast-track the excellent leadership when he opened the SData Centres (ADC) had commenced construction of Nigeria’s biggest Data processing of high volume data award and reward ceremony by honouring With US$300m investment from his former driver for his 15 years of Centre that would provide cheap cloud services. United States government’s International unwavering dedication to Rinet Ltd and the Development Finance Corporation (DFC), Osubor family. Announcing via his Facebook page recently, the UK trained engineer, noted ADC is empowered to spread its tentacles The award and reward ceremony began to Egypt, Ghana, and Morocco and expand in earnest as Mrs. Olalere Elizabeth, fondly that the construction of the US$100m worth facility has commenced the existing ones in South Africa and Kenya.

20 MARKETINGEDGE / January/February 2021 COVER REPORT

mediaReach MAKES HISTORY BECOMES FIRST AFRICAN MEDIA AGENCY TO WIN AT FESTIVAL OF MEDIA GLOBAL AWARDS

Front row L-R: Nitinchandra Nandekar, Regional Managing Director - mediaReach OMD West & Central Africa, Stephen Onaivi, Managing Director, mediaReachOMD Ghana 2nd row: Adama Ballo and Sidikou Karimou mediaReachOMD’s regional partners for Francophone West Africa (Harmonies OMD) COVER REPORT

ediaReach OMD has become the first ever mAfrican Media Agency to win the Festival of Media Global (FOMG) Award. The Festival of Media Global Awards is a leading awards event to celebrate the best media campaigns from around the world. It is open to all those involved in brand communications including agencies, media owners, brands and communication specialists. In October 2020, the plaque was added to the overflowing shelf of awards won by the Agency in 2020 alone, despite the pandemic. mediaReach OMD won the silver trophy for Brand Bravery Award for its ingenious work on a wildly successful campaign. Earlier in September 2020, the same campaign had earned the Agency a ‘Highly Commended’ tag at the Marketing & Media (M&M) Global awards. In the last 31 years, the M&M Global awards have celebrated and rewarded the best works in international media & marketing. mediaReach OMD had previously bagged a Gold Medal in March 2020 and a Silver Medal in November 2020 at the Light awards (an internal honours event celebrating outstanding works across the OMD EMEA Network). It was on the premise of the Light Award’s winning entries that the OMD EMEA entered the Nigerian Agency works for the M&M and FOMG Global awards. values in action, its continued excellence is expected. Speaking on how the leading Agency was able to mediaReach OMD is also widely known to be the most maintain distinction especially in the Nigerian market transparent and accountable media independent in during a pandemic, Nitinchandra Nandekar, Regional the sub-region. Managing Director - mediaReach OMD West & Central To put it more succinctly, Stephen Onaivi, the Africa said, “The Nigerian market being the largest Managing Director, OMD Ghana said, “There is a lot within the region was certainly going to be the most of drive and passion around winning in the West impacted by the Pandemic, there was a general herd and Central Africa region. Our Clients are also a core mentality that affected most advertisers in the country, element of what pushes the team because the success the default reaction was to halt all forms of marketing of the Clients is mediaReach OMD’s success. “ “Hence, activities. there is a very strong connection between the team “We had anticipated the detrimental effect of and the clients to ensure we deliver on our promise. being offline for prolonged period on most of our There is also a sense of pride and responsibility that brands and therefore pushed for relevant initiatives comes with being a part of the best team in the that helped our clients stay ahead of the curve and industry,” Onaivi emphasized. maximize the opportunities in the crisis. Some of mediaReach OMD Nigeria is the hub for West & the ideas that were executed at this time earned us Central Africa and has been a member of the OMD accolades later in the year,” he added. Worldwide Network since 2001. OMD Worldwide is Given that the company holds professionalism, a media communications agency and a part of the client responsiveness, innovation & integrity as its

22 MARKETINGEDGE / January/February 2021 COVER REPORT

CELEBRATING THE OMD LIGHT AWARD

Omnicom Media Group, the media services division of Omnicom Group mediaReach OMD is a specialist media Agency that provides media planning, buying & control and We had anticipated the inventory management services. It has presence in detrimental effect of being offline Nigeria, Ghana and Cameroon. In its quest to cover the Francophone region, the company went into for prolonged period on most of a strategic partnership with the Harmonies Group, our brands and“ therefore pushed which has operations in Ivory Coast, Senegal, Togo & Benin. This partnership of seven offices has provided mediaReach OMD presence across 20 countries in for relevant initiatives that helped West & Central Africa, giving an unrivalled coverage to our clients stay ahead of the curve Advertisers in the region. Reflecting on the Agency’s excellence culture and maximize the opportunities in across the continent, Olabode Fashola, the Regional Executive, OMD Cameroon said, “The principles laid the crisis. Some of the ideas that down at the regional level have been the standard were executed at this time earned across all offices. Key to this is the need to ensure we get the job done and keep smiles on the faces of our us accolades later in the year

MARKETINGEDGE / January/February 2021 23 COVER REPORT The Award Winning Team

Jubilee Okuwe

Precious Adeleye

Emmanuel Adediran measurable value for clients across the region. These global competitive clients. The team does all it takes to assets are not just ‘shelf based’ ensure that this is done and in sync partnerships to get into business as with the same manner as it is in pitches but have become part of any other mediaReachOMD offices the strategic & operational life of such as Nigeria and Ghana.” mediaReach OMD. In West & Central Africa, Till date, OMD has won mediaReach OMD has continued 101 awards including the to be a thought leader and pioneer aforementioned and several of various initiatives at the industry others. A few other recognitions level, including syndicated and are COMvergence number one proprietary researches. In 2020, the media billings – EMEA, Digital Agency hit the 21 years mark since billings – EMEA, fastest growing top its journey started in Nigeria and ten media Agency in EMEA, most has been consistently ranked No. 1 net new businesses in EMEA in by RECMA (since the global ranking 2020. According to the Effie Most report started for Nigeria in 2011). Effectiveness Index, OMD is the Specifically, the strategic number one most effective Agency advantage of the agency’s people- in EMEA. Forrester ranks it as the based precision marketing platform topmost global media Agency for – OMNI and OMD’s global strategic the year 2020. process - OMD DESIGN, are geared towards consistently delivering

24 MARKETINGEDGE / January/February 2021 NEWS FEATURE

hug andA a million accomplishments: The duo that excites By ZION RUFUS

ver heard of friendship goals? and industry. They are the indomitable duo Here’s one you would love to who are known and renowned. These are Meet the jolly Admen rocking Nigeria’s emulate. It doesn’t get better formidable players in the Nigerian Out-of- OOH market: Dozie Mbanefo and John than two men who have Home advertising sector of the Integrated Uduak Bassey remained passionate and Marketing Communications industry in Dozie Mbanefo, an adman and professional in their trade Nigeria. an entrepreneur per excellence is a

EMARKETINGEDGE / January/February 2021 25 NEWS FEATURE practitioner with style and panache. He The OOH Advertising Capital Territory (FCT). In 2007, Lagos has a rich pedigree and track records Industry State Signage and Advertising Agency of performance spanning over twenty nown as the oldest form of marketing, (LASAA) protested against billboards years of practice. He attained national OOH media owners are the operators in the state and Kano followed suit in prominence and reckoning in 2018 when Kof the physical billboard structures; they 2012. The legal intervention of OAAN he was conferred with the National play an integral role in displaying creative later curbed any form of recurrence, Productivity Order of Merit award by materials from clients in the OOH although the government activities President Muhammadu Buhari. President advertising value chain. through legislation and indebtedness to Buhari described him as one of the few According to Ade Akinde, an OOH the industry also contributed to crippling young Nigerian entrepreneurs who were advertising industry specialist, the overall the establishments, the increased charges creatively impacting on the Nigerian billings in the outdoor sector of Nigeria’s by LASAA coupled with the impending corporate sector through their productive IMC industry would hit the N47.2 billion economic recession, made 2016 another inputs. He was also nominated for Creative mark by end of the business year 2020. devastating year. Leadership in Outdoor Advertising OOH advertising is one of the highest 2020’s pandemic also shook the practice by MARKETING EDGE Brands & catalysts for driving mobile, social and experiential and outdoor advertising Advertising Excellence Awards in 2018. digital engagement with the customers, industry, causing ad spending to fall With a degree in Engineering, Mbanefo and the repeated marketing strategy retains drastically. Although a change in the has an MBA and has received several the brand in the minds of the audience. regular cycle of business is allowing trainings on Advertising and Marketing Dozie Mbanefo’s New Crystal OOH advertisers and practitioners to re- in Europe, America and Nigeria. This Communications was launched in 1998. evaluate what they have to offer and how compliments his over 20 years experience The organisation initially started out as a to embrace digital advertising in the ‘new in outdoor advertising and over 10 years of printing and public relations firm in 1994. normal’, billboard revenues also declined. management in the sub-sector. The company’s portfolio covers both the Weathering the storms, Dozie public and private sectors like banking, Mbanefo and Uduak Bassey have led Dozie, the CEO and founder of New telecommunications, Oil companies, both organisations to the prestigious Crystal Communications, a digitally savvy Electronic manufacturers, Local, State and positions they have attained within the OOH advertising company in Nigeria, Federal Governments, Hotels, Breweries OOH industry in Nigeria, rocking both also serves as the Managing Director of and many other high profile sectors. companies from cradle to global standard DLK Oil & Gas, an oil servicing company The company ensures quality service and relevance. based in Nigeria. He is also a member that surpasses expectations. of the Advertising Practitioners Council Plural Media, on the other hand, was of Nigeria (APCON) and his outdoor established in 2006. Led by John Uduak advertising working experience spans over Bassey, the company was first launched in 20 years within and outside Nigeria. Port Harcourt, and extended its roots to John Uduak Bassey, the debonair, Lagos till it became pan-Nigerian. soft spoken Group Managing Director/ The OOH company came into Chief Executive Officer of Plural Media, Nigeria’s advertising industry with a clear is an avant-garde professional. His agency, perspective of challenging the ‘status- Plural Media, a digital-driven Out-of- quo’ in the delivery of OOH media Home advertising company in Nigeria is a communications. In 2018, the company OOH advertising is pace-setter with the CEO, a visionary and launched a partnership with MARKETING experienced entrepreneur who has built EDGE to deliver continuous top industry one of the highest successful businesses from the scratch, news on all its digital billboards network particularly in marketing/media, edutech pan-Nigeria. Plural Media provides catalysts for driving and entertainment. advertisers with all the benefits of digital A graduate of physics from the outdoor advertising, including minimal mobile, social and University of Calabar, Bassey also holds lead times, immediacy of posting, day- an MBA and is a Fellow at the Institute of part messaging and mobile/social media digital engagement Brand Management of Nigeria. convergence. Having worked as Chief Operating with the customers, Officer at Virtual Technologies Ltd, Dates The challenges they survived and the repeated and Multichoice Nigeria Limited, where Interestingly, or at least ‘Uninterestingly’, “ he changed the paradigm from ‘free tv the stakeholders, which include the marketing strategy viewing’ to pay-tv subscription with advertisers and practitioners, the several compelling communications and government and the regulatory agencies, retains the brand marketing strategy implementations, he have at one time or the other witnessed founded Plural Media in 2006. some major conflicts in the OOH industry. in the minds of the Uduak Bassey is a Registered Advertising agencies are pressurized with Practitioner in Advertising – APCON, multiple payments to the various arms of audience. and a Fellow of the Institute of Brand government. Management of Nigeria. The year 2006 saw a demolition- spree of billboards in the Federal

26 MARKETINGEDGE / January/February 2021 NEWS FEATURE You cannot brand your way to good reputation – Boye Adefila

By KASIM BAKARE

oye Adefila is a marketing coach and PR expert. The MD/CEO of Down-to-Earth Marketing Services has taken a swipe at several campaigns by current and previous administrations in Nigeria, aimed at branding Nigeria, noting that the brand reputation of the country has dwarfed the creativity and good intentions of the campaigns. BProviding answers to MARKETING EDGE enquiries on the branding efforts of past and present Nigerian governments during an interview, Adefila went down memory lane to recall several campaigns by past and present administrations in Nigeria to brand the country. The PR expert was quick to admit that with all the creativity and resources deployed by individuals and government into such campaigns, not much has been achieved in terms of image laundering for the most populous black nation in the world. This much he alluded to the inability of the brand custodians to live up to the brand promise. Hear him: “There have been several campaigns aimed at and laudable but it is what it is, a citizens-driven initiative. Human branding and rebranding Nigeria. Campaigns like Heart of Africa, beings, well, Nigerians, are not that unselfish to do good whilst the Good People Great Nation, Not in My Country (Akin Fadeyi) majority of their leaders are reaping from doing bad! No matter and the likes. The problem with these campaigns has never been how much good-PR the likes of Wole Soyinka, Chinua Achebe, the quality of the messaging, be it the form or content. No! The Chimamanda Ngozi Adichie, the Super Eagles, Sunny Ade, problem is that these campaigns are like putting lipstick on a pig. Sade Adu, Seal, Anthony Joshua, Stylebender, WizKid and other As a messaging expert, I can’t be telling the world Nigerians are goodwill ambassadors garner for the Nigerian brand, the likes of ‘Good people, Great Nation’, while all the actions of the Nigerian Invictus, HushPuppy, their despicable ilk and the various money- brand itself (as represented at all levels of the government and its swallowing snakes and elephants, not to mention illegal detention agencies) depict impunity and corruption, to mention a few. It’s of citizens and the widening disparity between the minimum like wearing an expensive perfume and wearing dirty, rumpled wage and the wages of lawmakers, would continue to rubbish such clothes and not having had a bath since 1960!” goodwill. Adefila averred that it is not just enough to relate a great Adefila noted that where there is a big disconnect between idea, living and activating such idea is also germane. To buttress brand reputation and brand message, the consequences for the his assertion, he cited an analogy: “Let’s take a simple scenario brand may be more dire than imagined. He cited an issue that of a jollof rice restaurant, whose rice now features stones and is recently trended on Twitter: “Just recently, the popular ride hailing becoming over-salted or undercooked. Customer patronage goes brand, Bolt, formerly known as Taxify, trended on Twitter for the down drastically, and so she asks her daughter, who happens to be wrong reasons because the platform’s public was enraged with its an advertising expert, for help. And the daughter develops a very sponsored influencer-advertising campaign which claimed that appealing campaign that creates massive awareness and love for Bolt was safe before during and after the ride. Now, this is contrary the restaurant brand. to reality of many users in the past months. So, naturally, there was “Now, the former customers would definitely snigger at not just disconnect between brand reputation and brand message, the sight of this campaign because they know, via first-hand there was also consumer angst!” experience, that the restaurant is ‘useless’. So, their opinion, On how to ensure an effective and result-oriented brand especially in the comments section of such adverts, would campaigns, Adefila said: “The first thing for us to do is to live up to dissuade many potential customers, yet, some new converts the brand promise! Who are the brand custodians? All of us – yes, would visit the restaurant out of curiosity or because they feel but the leaders must lead by example! Marketing is a respectable the commenters are haters. But the Day of Judgment comes soon profession but practitioners must choose their CSR battles enough, and beyond any doubt, the restaurant convinces the new carefully. A bad product is a challenging brief and I love working converts that, indeed, this is the home of useless food!” on such products, but on one condition, besides getting paid on Expatiating further, the marketing impresario noted that nation time, the brand custodians must change for the better. You cannot branding goes beyond mere rhetorics. “The idea that Nigerians brand your way to a good reputation! are great people and not corrupt is a proposition, or a brand promise. The Akin Fadeyi anti-corruption campaign is beautiful

MARKETINGEDGE / January/February 2021 27 NEWS FEATURE Global trends in advertising agencies in view of the new normal

By ZION RUFUS

lobal agencies have been compelled or better said ‘propelled’ to change: with much consideration for the fast-fading pre-pandemic lifestyle, strict adherence to the ‘new normal’, and the post-pandemic projection for the nearest future; the new normal, which is simply the covid-19 pandemic-induced lifestyle changes, demands that marketers and advertisers re-strategize, remodel, and reorganize Gtheir activities; the trend toward further global integration will continue.

Adaptation to changing consumer behaviors and advertising spend Advertisers and marketers are beginning to understand and adapt to rapid change in customer behaviors; over the past few months; customers invested more in food and beverage, beauty and homecare products, data, health products and other; advertising spend dropped drastically as a result. Businesses have resorted to a more people-based approach. This new development spurred advertisers to devise channels which will provide accountability, improve flexibility, and promote connectedness with audiences. In adapting a consumer-first has increased, broadcast video on demand (VOD) providers are mechanism, through cost effective impression based digital increasing reporting capabilities to remain competitive in the digital advertising framework and insight, data driven technological shift, ecosystem and the demand for OOH advertisers has skyrocketed. brands now have much clearer view on the necessary steps to take in surviving the new normal; invariably, enhanced advertising and Personalised advertising, in-game advertising, social marketing based on direct supply chain and sales data will serve as a media advertising catalyst in driving increased efficacy in advertising spend. Personalised email marketing and advertising is also fast evolving, i.e targeting real people through emails and other registered user Increased online presence and mobile advertising data. Personalized emails do better than batch and blast mails. Brands have also increased their online presence as digital In-game advertising is growing rapidly, although it can be culture has warmed its way through the doors of every company annoying. Gamers are compelled to watch a 30-sec ad in order and straight into their urge for increased advertising output; to keep on progressing whilst playing their favorite games; this companies have also moved from online crisis management, gearing is undoubtedly one of the most common moves made by game towards online services such as digital marketing, digital outdoor developers in partnership with brands, to keep their game free of advertising, ecommerce, investing in data to strengthen their charge. functions. Brands like Diageo also partnered with instagram to launch AR Mobile advertising is guaranteed to be one of the main trends filters to drive awareness and engagement; augmented reality (AR) next year. Particularly during the Covid-19 pandemic, people are and virtual reality (VR) are computer generated simulations that spending even more time connected to their smartphones and integrate the real world. The use of AR and VR is making waves in mobile devices than ever, and brands know that. Therefore, we can the marketing industry and it’s said to be the future of advertising. expect businesses to be more present in those gadgets and increase The ‘story’ ad format which started with Snapchat, and then the investment in mobile advertising. Whatsapp, has been adopted by Instagram, Facebook, and most recently LinkedIn, giving brands the opportunity to build engaging Data-driven advertising and playful experiences for their customers. Across the globe, brands are leveraging search data to browse and understand consumer buying behavior. Data-driven marketing and Increase in advertising spend advertising helps brands take into account all of the data gathered According to a survey by ReportLinker, a search engine which on customer behavior and apply it to decision making through the simplifies industry data, analysis, and statistics, globally, net media use of automation, AI, and machines to mechanize and scale the owners advertising revenues (NAR) grew by +7.2% in 2018, to $552 delivery of communications or messages to customers. billion. Global spending on digital advertising was $198.0 billion in 2016, growing to $224.1 billion in 2017 and further increasing to Optimisation of digital outdoor advertising $248.6 billion in 2018; the online advertising portion of it climbed The new normal gave room for local brand awareness, digital to 50% of revenues. By 2025 the total online advertising market is inclusion, and a platform to contribute towards global company estimated to be worth $466 billion. culture. As more users consume content online, the traditional Social Media Advertising revenue rises to US$189.7 billion media audiences are gradually declining. by 2023. Banner Ads and Online Classifieds are the two smallest Now, global markets are seeking out more opportunities for segments in Digital Advertising with revenue of US$30.3 billion connectivity, partnerships, and marketing with local markets and and US$22.7 billion in 2018, respectively. Advertisers worldwide are influencers through advertising and other media strategies, with the expected to spend $39 billion on mobile video advertising in 2020 aim of driving awareness at the grassroots level; online streaming and will more than double to $83 billion by 2024.

28 MARKETINGEDGE / January/February 2021 NEWS FEATURE Media buying agencies to leverage technology to achieve set goals in 2021

By ABIMBOLA MOHAMMED

media industry to include reinvention and For instance, many newspapers had to cut retooling of business models, embracing down pagination/print-run to less than 50% of technology for smarter work and saving for most of the time in the face of dwindling cost, reduction of cost of doing business ad revenue and circulation, etc.” by becoming ‘slimmer’ in staff strength, “I think one of the few highs for the virtual/remote working which shot up industry will be in the area of innovations production with less movement in traffic largely engendered by the lockdown. A lot and some very busy CEOs having some rest of otherwise physical/analogue aspects of and taking some online courses to improve operations had to be digitalized and taken themselves. He, however, named the low online with improved efficiencies. Online points to include reduced advertising advertising of course relatively fared much budget across clientele, loss of clients, better to offline during the year.” continuous reduction of fees of all kinds On his prediction/projection for Q1 was from the clients to the agencies, unfortunate 2021, he said: “Historically, Q1 is usually a reduction of staff strength in some cases on the low side for the industry as many year and or reduction of staff emoluments in advertisers are yet to finalize marketing of order to keep the businesses afloat and so communication budgeting for the year. And on. the unpleasant carry-overs from 2020 such turbulence so seismic in scale and rapid in He projected that at best businesses as the recession and possibility of another impact that the world is still trying to adjust will remain at their present positions in lockdown due to 2nd wave Covid-19 would 2020to its effect. So many brands, organizations Q1 2021, noting that with the officially appear to further dampen the picture. But if and even countries are still struggling to announced recession, very little will be we are able to exit recession before the end adjust to the new normal. While some expected to be different from Q4 2020 of Q1 as being projected and we are able brands and organizations that were strong position. He mentioned that cost cutting to avert another lockdown, we should be before the pandemic lost their positions, from every industry and sector will be seeing some shine in the general economic others rose from the bottom to the top. the watchword, adding, however, that the landscape especially with the record-time As the pandemic continues to threaten agencies and companies with thought approval and expected implementation of the growth of so many countries and leadership will not only survive but improve the 2021 budgets by the federal and many companies, media buying agencies and as things can never be the same anymore. state governments.” marketing practitioners in Nigeria also feel Adzufeh disclosed that MIPAN’s ability Corroborating the foregoing views, the heat of the aftermath of the COVID-19 to cope with the new normal is because it the COO, Great Measures Media Network, pandemic, as little or none of their plans has deliberately remained slim and focused Yinka Bamidele, cited the year’s high point and projections for the year was met. in its operations. “We have always remained to include the way agencies were able to This has made Media Independent cost conscious and used our relevant push and be creative in solving clients’ Practitioners Association of Nigeria Standing Committees to execute our plans brand problems, noting that things would (MIPAN) to look beyond the troubled professionally in line with our set objectives. have been worse if not for innovation. “One waters of 2020, while concluding plans The Adgenda of the new President Femi of such innovations was the school on radio to leverage innovation and technology to Adelusi has been followed with the selfless and TV which was done by Eko FM and recover what was lost during the pandemic. contributions of other Executive Council Tiwa n Tiwa FM as well as Wazobia TV. Since its mission is focused on members who have been very focused Who knew school could continue but via moving the media industry forward and and cooperative. This is what we intend to the screen and juke box?.” duly recognizing the need to work with continue in the new 2021 year.” He explained: “Digital finally sat other sectoral bodies in achieving its The Managing Director of Momentum well on the right seat it belongs. Social goals, MIPAN said it is going to deploy Media, Akeem Aweroro, in his view, engagement skyrocketed and this has technology, data and innovation to achieve described 2020 as the most difficult year been able to help brand custodians get real its set goals for 2021, and will also remain globally, emphasizing that the difficulty good feedback which can be worked on to slim and focused in its operations. was worsened in Nigeria by other issues improve their givings to the consumers. The Executive Secretary of MIPAN, such as #Endsars protests, insecurity, “Traditional media took the big blow Eki Adzufeh, during an exclusive interview unprecedented hyper-inflation and other this year especially during the pandemic with MARKETING EDGE, spoke on the socio-economic/political constraints. period. The worst to be hit by this was the high and low points of the media industry in “Now to the question of high and low OOH media. But I think I love what they 2020. He noted that the media advertising points of the media industry, of course the did during that period; they decided to go industry suffered the same fate with all industry is not insulated from the general the CSR approach in preaching the stay safe other industries except for a few, adding economy. So it was severely impacted by message. This was good and it speaks a lot that the pandemic came as a surprise, but the lockdown. Many media outfits and for them. Many opportunist agencies on the businesses had to survive and have indeed marketing communication agencies were other hand took advantage of the situation survived. nearly strangulated as a result of many by asking for freebies even in a tight Adzufeh pointed out high points of the advertisers virtually stopping advertising. condition and they did not have a choice.”

MARKETINGEDGE / January/February 2021 29 NEWS FEATURE

manager’s ability to live up to a crisis is dependent on his ability to see beyond Media professionals it because a pandemic will come and go. “Interestingly for some brands, it was that period that even created a demand. must evolve with the But they equally took the risk of reducing their prices in order to connect with their audience emotionally. The one naira you ‘new normal’ give me when I am broke is more valuable to me than the one million naira you give me when I am rich.” – Yinka Adebayo Speaking on how Media Independent Practitioners Association of Nigeria, (MIPAN) members have adjusted to the new normal as regards the pandemic, the Executive Director said: “To large extent, they have done fairly well, but there is room for improvement. They need to first of all continually get involved in research because we need to understand the audience. The audience of yesterday has gone with yesterday, and they keep evolving every day.” Calling for more collaboration in the industry where the strong helps the weak, Adebayo encouraged specialization and professionalism among media operators and content owners, noting that it’s the only way to avoid having jacks of all trades in the sector. To resolve the long standing issue of industry debt, he advised members of MIPAN to be sure of the clients they sign on to, adding that agencies should ensure that their clients are credible, By FELICIA NWOSU reputable and have got integrity as cardinal focus. He also welcomed the Federal t has been a turbulent time for all, For the media expert, the new normal Government‘s plan to establish an audit including corporates, governments calls for the full deployment of technology, measurement policy for the entire industry, and Nigeria’s Integrated Marketing that has been a major minus for anyone describing it as a commendable approach. Communications (IMC) industry. in this industry, because even clients He projected a brighter future for the Yinka Adebayo, Executive are trying to raise the tempo right now, industry, as he revealed his projections for Director, Media Investments at OMG therefore every industry must be up and 2021 in Nigerian media advertising sector. WeCa Nigeria, in his assessment of how doing. “If there is any country that has “For the Nigerian advertising sector, I Ithe industry has fared in the “new normal”, benefited from the pandemic, Nigeria tend to see the cup as half-full rather than during an interview with MARKETING happened to be one of such countries half-empty. Brands have to learn from the EDGE on industry conversation, confirmed because it has opened our eyes to many pandemic, while exploring, re-inventing, that the COVID-19 pandemic, indeed, things we closed our eyes to before now.” re-strategising and re-launching for a has introduced both challenging and On whether media specialists have better and prosperous 2021. interesting times to practitioners. taken advantage of the opportunities Adebayo appreciated MARKETING He noted that the pandemic helped thrown by the pandemic, he said: “We EDGE Publications Ltd for recognising to unveil the importance of marketing that have not really taken full advantage of him with the Media Personality of the has not been seen before by bringing out it; meanwhile, some brands that the Decade award, which he described as the best in innovative agencies, adding that pandemic took their legs off the pedal were an honor, while thanking those who it has equally shown that brands can’t take able to put them back on the pedal. And worked with him to achieve the milestone. their audience for granted. the result was quite simple, they were able He, however, made it clear that for the According to Adebayo, the pandemic to harness all the opportunities available advertising industry to grow and evolve, was just an eye-opener which has not only in the market, so while some stayed away, agencies and media practitioners will have challenged brands, but has also forced some were able to still keep order and keep to keep putting value on the table, keep on everybody in that sector to put on their well.” widening the tarmac, raising the bar and thinking cap in terms of meeting the needs He opined that crisis will always evolving by doing new things and setting of the active audience who are waiting to remain the best platform for a good new standards as that is the only way they be tapped only by smart brands. manager to excel, reasoning that a good will continue to deliver to their clients.

30 MARKETINGEDGE / January/February 2021 NEWS FEATURE Innovation, value addition redefine detergent market in

By FELICIA NWOSU Nigeria

igeria is classified as one of the countries that create Ariel leading other brands. With all these breakthroughs, the power enabling environment for businesses, which is of technology cannot be denied. There are now more sophisticated why many industries are springing up to meet the packaging, addition of sweet-smelling fragrances and quality contents demands of the teeming population with various and the powdered detergent colour has shifted from the blue that it consumer goods especially in the detergent segment used to be to predominantly white colour. of the market. The contents are now more preserved in water-resistant packs Before now, a few detergent brands such as Omo from the stable unlike the packs of Omo, Elephant Blue Detergent, Ariel and Persil of Nof Unilever, Elephant Blue from PZ Cussons and Ariel from Procter & those days. Consumers are relieved of the hassles of spending much Gamble had dominant shelf presence. In recent times, however, the time in laundry and the habit of soaking clothes overnight to get detergent segment has taken a new turn as more and more players tough stains removed, as they now have options of “Quick Action emerge to take their fair share of the market. Detergents” in the markets. With all these, consumers are happy that Since 1962, Omo’s innovation has kept it relevant as one of they are getting value for their money. Nigeria’s favourite washing detergent brands with the requisite Every segment of Nigeria’s manufacturing sector has its own marketing communications strategy and constant brand fortification challenges, and the detergent sub-segment definitely has its own. and renewal for growth. Omo has built a solid space in the laundry Sourcing for raw materials remains a big issue, as the industry detergent market through innovative product differentiation as well is highly dependent on imported raw materials and machinery as gained acceptance among individuals and families across different for production. Major raw materials such as palm oil and palm socio-economic class. Unfortunately, Elephant Blue detergent could kernel which are sourced locally, are no longer available, as most not survive the stiff competition. agricultural products are affected by climate change, the available In 1995, So Klin was introduced in economy packs by Eko ones are also expensive due to high cost of transportation as a result Supreme Resources Ltd with the strategic intent of making it of bad roads and hike in fuel price. While imported raw materials affordable for low income earners among detergent users in Nigeria. such as alkalis (potassium hydroxide), additives and fragrances are Procter & Gamble’s Ariel appeared on the detergent scene in also not easy to come by, not forgetting the challenges of power 1998 with strong competition for Omo as the number one laundry supply to power the factories. They need as much support as they detergent then. It came with its Ariel’s “ONE WASH” promise and can get from government at all levels, as well as investors to improve without delay began to eat a sizable chunk of the market. With local and sustain their space. However, the Industry has seen a significant production of Ariel kicking off in 2006, it became clear that there improvement in their production, with new ideas being added, by was a huge market opportunity for the product in Nigeria’s laundry introducing new categories such as liquid dishwashing and hand detergent market. Thereafter, Unilever also introduced Sunlight wash soaps. detergent into the Nigerian market. To gain a significant share of the laundry detergent market, There are a whole lot of brands in the detergent sub-segment it is critical that manufacturers have an in-depth understanding such as Good Mama, Flash, Bimbo, Waw, Jumbo, Jet etc., but the of its target customers and their buying behaviors and although stiff competition among key players has been attributed to the capital-intensive, consumer intelligence is also highly rewarding. aggressive marketing strategy they employ. Though most of the Also improving and maintaining good customer relationship will indigenous manufacturers either do not have the financial resources strengthen loyalty, while more emphasis should be placed on to compete with the bigger brands in marketing or do not place as targeting particular customer segments with targeted offers. It is much importance on marketing as these big brands do, the choice of equally important to know how to identify and respond appropriately detergent brand is influenced not only by price, but by factors such with only the products that address consumers’ needs. as perceived effectiveness, popularity and unique product features and location. The laundry detergent sub-segment of Nigeria’s Fast Moving Consumer Goods (FMCG) industry is still evolving as technological innovation is continually being infused into production. According to the statistics made available by Euromonitor International, there is an estimated growth in Nigeria’s laundry detergent market of about N265bn. Another report from Foraminifera Market Research shows that Nigeria’s national demand is estimated at seven hundred and eighty-seven thousand five hundred tons of powder detergents per annum. Many industries are now introducing more improved quality products packaged with protective agents for users’ delicate hands. Varieties of detergent are not just available, but accessible and affordable. The most interesting side of it all is the introduction of smaller sachets, making it affordable for both the rich and the poor. Today, we still have brands like ‘Omo’, Soklin, Good Mama and

MARKETINGEDGE / January/February 2021 31 FOREIGN NEWS Coca-Cola commences media and creative global agency review, set to redesign marketing model

objective of this exercise,” Coca-Cola global Chief Marketing Officer Manuel Arroyo stated in an internal memo shared with Adage. According to The Coca-Cola Company, the new approach comes as Coke trims its product portfolio, axing brands such as Tab, Odwalla juice and Zico coconut water, to focus on bigger bets like Topo Chico Hard Seltzer, Coca-Cola Energy and AHA flavoured sparkling water. The idea is to eliminate what CEO James Quincey has described as “zombie brands”—those that might only sell in a single country and add little to the company’s bottom line, in favour of products that can scale around the world. When it comes to marketing, this means the company is likely to favour n order to maintain its market media accounts around the world. Outside agencies that can also scale, or operate leadership and branding conditions of media, Coke works with roughly 4,000 across multiple countries. Arroyo in the with various elements such as impact, agencies globally, including those that memo described it as a “complete redesign uniqueness and relevance to the brand and handle creative, production, shopper I of our media and creative agency models in its teeming global consumers, The Coca- marketing and experiential. The company an effort to align the strategic, operational, Cola Company has commenced a global ranks as the world’s 17th-largest ad and commercial needs of our new, agency review for its media and creative spender, shelling out $4.2 billion in 2019, networked organisation.” account. The account covers Coca-Cola’s according to the Ad Age Datacenter. For more than a century, Coke’s almost 400 brands across the world. Mediasense is the consultant on the marketing history is synonymous with The review comes as the beverage media agency review, while Coke tapped the evolution of creativity in advertising. giant puts an emphasis on creative and PricewaterhouseCoopers to oversee the Being at threshold of the 2020s, a decade media strategies that can work across the creative agency review, in addition to what that is generally characterised by trying globe, rather than specifically tailored for a spokeswoman described as a “marketing new things, getting involved in social individual markets. The so-called network efficiency and effectiveness program.” Both issues, and trying to create marketing model means that increasingly, creative reviews will formally begin in the first communications that attract the briefs will be led globally with input from quarter with the creative portion intended consumers’ attention and make it stick individual market leaders that will adjust to be wrapped up by the third quarter and with them, agencies that will win Coca- the work where appropriate to ensure it the media review ending in January 2022, Cola’s global account are expected to create works on a country-by-country basis. It’s according to the company. multi-sensorial marketing plans along with a significant strategy shift for a company By trimming its roster and online ads that will resonate across the that at times has taken a more siloed consolidating workloads, the company board. approach to its marketing with advertising is expected to significantly reduce its The idea behind multi-sensorial specifically made for key markets such as agency fees at a time when its business marketing is that, although simple at first the U.S. is under stress from the pandemic with glance, it’s quite complex and elaborate. The review, which is one of the critical beverage-serving venues like sports Not only that, it appeals to consumers’ most significant of the year, means stadiums and bars and restaurants shut emotions and recognition of the brand. that Coke creative agencies such as down or operating at limited capacity. But Currently, the focus is mostly on Wieden+Kennedy, Anomaly and McCann executives are positioning the review as digital marketing, but looking back on the must defend their business, as will UM, the more than a cost-cutting endeavour. evolution of Coke’s marketing campaigns Interpublic-owned agency that has held “We believe we can unlock over the years, agencies that come tops at Coke’s North American media account considerable value through a redesign of the end of Coca-Cola’s media and creative since 2015. WPP’s MediaCom, Publicis our model and consolidation of third-party pitch will have to do more to maintain the Groupe’s Starcom and Dentsu’s Carat also agencies, and while this effort is expected beverage giant’s market leadership in the handle various portions of the company’s to generate cost savings, this is not the sole new decade.

32 MARKETINGEDGE / January/February 2021 FOREIGN NEWS WPP strike global advertising partnership with TikTok

lobal agency, WPP has announced WPP, its agencies and clients.” a global partnership with video- Chandlee added that more brands all arm, and TikTok will work on complete sharing social networking service— over the world are experiencing the impact integration with third party verification Tik Tok to focus on delivering new creative TikTok has to create moments that not only G vendors, developing first party inclusion opportunities for WPP agencies and clients. shape culture but also drive business value. and exclusion controls, and alignment with WPP, the holding company that owns Mark Read, CEO, WPP stated: “Our the GARM Brand Safety and Suitability agencies including Ogilvy, MediaCom, and clients want new and innovative ways Framework. GroupM has already engaged Wavemaker amongst others, launched this to reach consumers. TikTok has quickly TikTok on niche auction training and will global partnership to enable its agencies demonstrated the power of mobile video continue advancing buying capabilities and their clients to tap into the culture- and the many opportunities that exist for through its large network of specialists. shaping impact and reach of the short form brands to engage in meaningful and creative WPP will become the Lead Agency video and digital platform. The partnership ways on its platform.” Development Partner to new creator- will also allow WPP to gain early access to “I am delighted that we have formed focused Application Programming advertising products in development, such this global partnership, a first in our Interfaces (API). The development will as augmented reality. industry, and look forward to working with incorporate WPP’s brand safety approach Blake Chandlee, VP Global Business TikTok to ensure our clients continue to while leveraging unique brand and marketer Solutions, TikTok said: “Creative and media benefit from what its platform has to offer,” data signals. New solutions such as these agencies play a major role in fueling these Read added. work to enable brands to gain deeper creative campaigns, and we’re excited to In a collaborative effort, WPP and insights into creators, as well as connecting partner with a global innovator like WPP TikTok will carry out market research with diverse voices. as we build for the future. We both share a together to guide brands who are already TikTok will also collaborate with common goal: to drive amazing campaigns leveraging the TikTok towards the practices its creator community to build a diverse for our clients that resonate with our that will assist them with employing data- network of creators to partner with WPP. growing audience in a way that is authentic, informed strategies for driving engagement The aim here is to facilitate exclusive inspires creativity and brings joy. We look on the platform. opportunities for collaboration with select forward to delivering on this shared goal for GroupM, WPP’s media buying advertisers.

Coca-Cola announces European trial for paper bottle prototype

oca-Cola is set to launch a “The trial we are announcing today is European trial for its recently a milestone for us in our quest to develop announced first-ever paper bottle a paper bottle”, said Daniela Zahariea, Cprototype. director of technical supply chain and The solution has been developed innovation for Coca-Cola Europe. through a partnership between scientists at “People expect Coca-Cola to develop provide us with invaluable insight and the Coca-Cola Research and Development and bring to market new, innovative and feedback. We will get to see how the paper Laboratories in Brussels and The Paper sustainable types of packaging. That’s why bottle prototype performs as packaging Bottle Company (Paboco). we are partnering with experts like Paboco, and what consumers think and feel about The technology developed by Paboco experimenting openly and conducting it. is designed to create recyclable bottles this first in-market trial. It’s part of “This is an exciting step forward for made of sustainably-sourced wood that delivering on our World Without Waste us, as it means we’re out of the lab and are capable of resisting liquids, CO2, and commitments.” into the real world. So for the first time, oxygen, and are suitable for liquid goods The trial is scheduled to take place consumers will actually be drinking one of such as carbonated and still drinks, beauty in the second quarter of this year and will our products from a potentially new type products, and more. involve the company’s plant-based AdeZ of paper packaging.” The current prototype consists of a drink being offered to 2,000 consumers in This move marks a further step in paper shell with a recyclable plastic lining Hungary, through a partnership with Kifli. fulfilling The Coca-Cola Company’s global and cap made from 100% recycled PET. hu – one of Hungary’s fastest growing vision of achieving a “World Without However, the company’s ultimate goal is online grocery retailers. Waste”, in which the company has pledged to produce a bottle that can be recycled as Stijn Franssen, R&D packaging to ensure all of its packaging is collected, paper. innovation manager, adds: “This trial will recycled, or re-used by 2030.

MARKETINGEDGE / January/February 2021 33 FOREIGN NEWS Omnicom Group remains MTN’s global agency partner

our years after an epochal global commitment to partnering with MTN in pitch, the second pitch process, achieving our common goal to contribute which began in April last year, to Africa’s progress.” Fhas culminated in Omnicom Group Commenting on the appointment, being chosen as MTN’s agency partner, Group Business Director, SPV consolidating a global partnership that Communication Solution, a representative began in 2017. of Omnicom, Saidat Lawal-Mohammed, It would be recalled that in 2016, MTN, said: “We’ve all had a tough year and this Africa’s telecom giant requested global announcement couldn’t have come at a network agencies with tentacles across better time as a reward for the hard work African markets to apply for its business. It and commitment of the team. We look the SPV vehicle we created. This has was arguably the first time a multinational forward to supporting the MTN Group as worked well for MTN. It is a collective brand would be committing the whole they achieve great feats over the next few effort for all the agencies across Africa, and of its marketing and communications years.” it is a great feat for us all,’ he said. requirements to a range of agencies in a In Nigeria, MTN extended a retainer MTN operates in several African single pitch. to a member of the Omnicom network, countries, including South Africa, Nigeria, MTN Group Executive for Marketing, DDB Lagos. Other network members such Ghana, Uganda, Zambia, Rwanda, South Bernice Samuels, who spoke pleasingly as TBWA and Yellow Brick Road were also Sudan, Botswana (joint venture-equity), about the 2020 pitch result, said: “MTN is appointed as partner creative agencies on eSwatini (joint venture-equity), Cameroon, delighted with the outcome of the Global building the MTN business. Ivory Coast, Benin, Congo-Brazzaville, Marketing Services RFP. The calibre of Commenting on the new business, Liberia, Guinea Conakry and Guinea submissions from all bidders was of an Koliko Olowole, MD/CEO, Yellow Bricks Bissau. The telco giant also operates across exceptional standard, despite the unusual said the account win is a collective effort the Middle East and North Africa region, circumstances we find ourselves in.” for all the agencies across Africa, adding including Iran (joint venture-equity), Syria, She added: “Omnicom proved that it’s a great feat for all parties involved. Yemen, and Afghanistan. themselves not just as a creative “As you know, we have been handling powerhouse, but also demonstrated a solid the business for the past 3 years through

Wieden+Kennedy, Publicis win Visa’s global account work. Lynne Biggar, chief marketing and communications officer at Visa, wrote about the news in a post on LinkedIn. “Wieden will handle creative strategy and major initiatives”, she said. Publicis, already handling media duties, will continue such responsibilities as well as support local marketing endeavors. “Choosing the right partners was a very thoughtful process, now the real work begins,” Biggar said in a statement. The estimated annual global media spend for Visa is $200 million, according to data compiled by Comvergence. Until the review, Visa had worked with BBDO on creative campaigns, including its recent Olympics work that switched from the games to messages of safety around the coronavirus. The agency had been invited in July to pitch to retain the business. Visa has worked with Wieden before. Back in 2007, it awarded its creative account to the agency’s London shop. ive months after issuing a request for proposal (RFP) for a new creative agency, Visa has made its selections. Credit: AdAge The payments company announced that it has tapped FWieden+Kennedy and Publicis Groupe to handle all of its global

34 MARKETINGEDGE / January/February 2021 FOREIGN NEWS Unilever unveils New Lipton Immune Support blend

system in our body. Vitamin C is an essential nutrient. Our bodies can’t make it or store it. We need to take it through our foods but for some people, it’s not always easy to follow a balanced diet.” “We noticed the consumer demand for immunity products and brought this product to life in just six months, working as an agile team to launch quickly. Our aim was to come up with something convenient, easy and enjoyable that people could drink to add extra vitamin C to their diets every day – without having to change their routine. Lipton Immune Support offers exactly that.” The New Immune Support blend can be found in supermarkets alongside Lipton’s black and green tea products, rather than herbal or fruit varieties. It was first launched in Poland nilever has launched a new variant of its Lipton Tea in December 2020 and will reach further markets around the brand— The New Immune Support, a blend enriched world this year, 2021. with vitamin C, ginger, and turmeric to support the Unilever’s Lipton teas are a blend selected from many Uimmune system. different plantations around the world, from well-known According to Unilever, the new Immune Support blend is producing countries like Sri Lanka, India, Kenya, and China. The scientifically proven to deliver at least 15% of the daily vitamin Lipton Yellow Label is blended from about 20 different teas. The C requirements per cup. Although the new Immune Support is company markets many other varieties, both as leaf and ready- not the first immunity wellness tea in Lipton’s portfolio, it stands to-drink beverages; these include green teas, flavored black teas, out as it is not a “herbal-forward” flavor, but much closer to a herbal teas, Lipton Linea, Lipton Milk, Lipton Iced Tea, and traditional flavored black or green tea. Lipton Pyramid Tea which was launched in five variants: Earl Unilever Beverages Nutrition Manager, Esther Garcia Grey Tea, English Breakfast Tea, Peach Mango Tea, Green Tea explained: “The European Food Safety Authority recognizes that Mandarin Orange, Mint and Chamomile vitamin C contributes to the normal function of the immune Pfizer predicts $15 billion in 2021 sales from COVID-19 vaccine

fizer, one of the world’s premier biopharmaceutical companies says it expects to generate $15 billion, or about million doses in the United States as of Jan. 31. It expects to supply a quarter of its total revenue this year, from the sale of its 200 million doses to the U.S. government by the end of May. PCOVID-19 vaccine co-developed with German partner BioNTech. Its largest contracts so far have charged countries around $19 The drug maker is striving to deliver two billion doses of per dose. Pfizer and BioNTech split gross profit from the vaccine the vaccine in 2021 at a breakneck pace as countries rush to sign by half under their partnership agreement. supply deals in an effort to control a pandemic that has reportedly The vaccine, which uses a new technology called messenger killed over 2 million people globally. RNA (mRNA), was among the first to be authorized for emergency Pfizer said its forecast could go higher if the company signs use in the United States and the first authorized use of mRNA more supply contracts. technology. “2021 earnings and sales will see a significant benefit from the Pfizer forecast 2021 sales between $59.4 billion and $61.4 vaccine, and this benefit could increase throughout the year,” said billion, with the vaccine sales projected to contribute nearly 25% of Edward Jones analyst Ashtyn Evans.” the sales. Supply of the vaccine, however, has faced delays in parts of The company said adjusted income before tax margin for the Europe due to changes in manufacturing processes in order to vaccine is likely to be in high-20s as a percentage of revenue. boost production. BioNTech said on Monday the companies were The drugmaker now expects full-year adjusted earnings of back on track to meet their European timeline. $3.10 to $3.20 per share, up from its prior forecast of $3 to $3.10 Pfizer said it had supplied 65 million doses globally and 29 per share.

MARKETINGEDGE / January/February 2021 35 FOREIGN NEWS McCann strengthens global creative capabilities with senior-level promotions

throughout the region. competitive positions of each McCann Chris Macdonald, chairman and CEO Worldgroup agency brand through clearer of McCann, said: “The success and growth alignment with their own global agency of Craft will be driven by investing in our leadership. The Canadian agencies have talent and focusing on innovating and all strengthened their brand identities optimizing our services to serve as a true and their national presence under Simon’s source of business and brand solutions for leadership and are well-positioned for our clients. Simon’s return to Craft in the long-term success. critical role of global COO and Sergio’s Simon previously served as chief n a move at further restructuring the promotion signal our intent to deliver not client officer at Craft before his move to global agency, McCann Worldgroup only creative production solutions, but also Toronto. In all, between the London, New has announced the promotion of Simon efficiency and effectiveness of both asset York and Canadian offices, he has more ISikorski to the newly-created position production and spend. In this way we will than 15 years of leadership experience at of global chief operating officer at Craft. truly serve as an essential partner to our McCann Worldgroup. Simon will move to New York from clients. The award-winning work produced A key driver in the creative success, Toronto, where he is currently CEO of by our regional teams under Sergio’s organic expansion of production and McCann Worldgroup Canada. leadership is fantastic and I look forward to content creation capabilities across the In addition, Sergio Lopez was seeing him bring this same success to bear network, Sergio has spearheaded six years promoted to the newly created role of chief at a global level.” of continued growth and the unification production officer, UK and EMEA, as well Simon moved to his native Canada of production operations and studios. As as CEO of its production arm CRAFT UK two years ago as part of organizational chief production officer, he will ensure and EMEA. In this capacity, Sergio will changes made as McCann elevated the that its international roster of clients are oversee McCann Wordgroup’s integrated country to global strategic market status. provided with world-class executions, production capabilities across its agencies He helped to strengthen the individual delivered creatively, efficiently and at scale.

Best PR Agencies to Work for 2021: PRovoke Media calls for entries in North America, EMEA

lobal PR media publication, awards. Image promotion won awards on PRovoke has opened its ‘Best its campaigns for the Nigerian Custom Agencies to Work For’ research in Service “Curtailing Foreign Rice Smuggling GNorth America and Europe, Middle East into Nigeria”; ‘Leveraging on Emergency and Africa(EMEA) for 2021. Based on the Communication Centre for National research, the foremost media publication Security’, a campaign for the Nigerian is evaluating top PR agencies to work for in Communication Commission(NCC) and various categories this spring and the top- ‘NAF Women of War’ for Nigerian Air ranked agencies will be recognized later Force. this year at the SABRE Awards ceremonies For Chain Reaction, its ‘Raise North America and EMEA. Awareness and Drive Participation’ The survey, which requires a campaign for The Jack Ma Foundation’s minimum of 100 employee participants and ‘Cellulant’s Inaugural Partner Summit or 51% for smaller agencies’ solicits benchmark of PR firm culture and 2019’ campaign won awards at SABRE employee views on a wide range of issues workplace performance, in an industry 2020. ranging from the integrity of senior whose primary asset remains its people’. It PRovoke Media urged PR agencies management to the quality of professional urged PR firms to enter the process, which interested in participating in the ‘Best development, from empowerment and polls agency employees on a range of Agencies to Work For’ research to reach risk-taking to compensation. This year, a factors about their workplace out to [email protected] to section to gauge employee responses to the PRovoke Media organizes the receive a user name and password for challenges of Covid-19 has been added. annual Superior Achievement in Brand the employee survey. The deadline for Commenting on the research, the reputation and Engagement (SABRE) completing the survey is Tuesday, February media outfit noted that “being selected awards. In 2020, Nigerian PR firms, 19. Interested agencies are to use the email as a ‘Best Agency to Work For” by Image Merchants Promotion Limited and subject: Best Agencies to Work For — Your PRovoke Media is considered the ultimate Chain Reactions won big at the SABRE Region

36 MARKETINGEDGE / January/February 2021 FOREIGN NEWS Global ad spend to hit $579 billion in 2021, says report

quarters versus 2020 on a like-for-like basis, return to movie houses around the world. reflecting the severe impact of lockdowns New innovations will help attract new on ad spend in Q2 2020. audiences too. In recent years, global TV ad spend Following the return of vehicular and has been on a moderate declining trend as passenger traffic, Out of Home(OOH) viewing habits have shifted to on-demand ad spend is expected to recover at content. However, during the pandemic in 14.9% growth in 2021. Digital OOH is 2020, TV audiences increased across key evolving quickly, both its offer (including demographics, including young adults. programmatic capabilities) as well as Traditional TV ad spend is forecast to grow demand (advertisers’ use of this media) by 1.7% in 2021 to reach US$169 billion, a Sporting events, such as the UEFA 30% share of total ad spend. European Football Championships and lobal creative agency, Dentsu The focus of the print industry will Tokyo Olympic & Paralympic Games, are has released its 2021 global ad continue to be on digital transformation, expected to be key drivers of TV ad spend. spend forecast. According to the growing digital subscriptions and ad spend, Growth in 2021 is expected to lay the Glatest report, global advertising spend is while leveraging the value of existing foundation for a return to pre-pandemic forecast to recover to 5.8% growth in 2021, brands to diversify revenue through digital spending levels in 2022, when expenditure is reaching a total of US$579 billion, based on channels. Traditional newspapers and expected to reach US$619 billion (exceeding proprietary data from across 59 markets. magazines are expected to continue to the US$600 billion recorded in 2019). This represents a significant recovery to decline in terms of ad spend in 2021 by Overall, 2021 global ad spend is forecast advertising expenditure, but not enough to -3.1% and -14.3%, respectively. to remain below the pre-pandemic level of recoup the 8.8% drop recorded over 2020. A For the first time, digital will reach half US$600 billion recorded in 2019. However, return to positive growth is predicted for all of total advertising expenditure in 2021, expectations are that global ad spend will regions in 2021, driven by Western Europe powering overall growth at a rate of 10.1%. recover and exceed this level in 2022, when (7.5%), Asia-Pacific (5.9%) and North Social (18.3%), search (11.0%) and video forecast spending is expected to hit US$619 America (4.0%). (10.8%) are the leading sources of digital billion and a growth rate of 6.9%. Following steep declines in 2020, the growth Clearly, all forecasts are dependent fastest growing markets in 2021 are forecast With restrictions on social activity, on the evolution of the global pandemic, to be India (10.8%), the United Kingdom outdoor advertising and related out- government restrictions and the (10.4%) and France (8.9%). By share of of-home media (such as cinema) was development and implementation of a global ad spend, the top five markets in disproportionately impacted by the vaccine. In line with historical performance, 2021 will be the United States, China, Covid-19 pandemic crisis. Box office ad spend continues to track GDP closely Japan, the United Kingdom and Germany. performance Cinema ad spend is forecast to and as a leading indicator of growth reflects A Q2 recovery is expected, with ad spend recover by 41.7% in 2021 (following a drop expectations of a recovery in 2021, subject increasing by 2%, 13%, 4% and 3% across of 58.3% in 2020), reflecting the expected to the caveats stated above.

Netflix share price bounced 17% higher

empire. curbing other traditional entertainment As a result of this, the positive upbeat options like movie theaters and concerts. guidance on free cash has prompted Netflix added 25.9 million customers optimistic remarks from Wall Street in H1, 2020, and ended up adding 36.6 analysts, though some questioned how million customers in all, which is a record. much of the subscriber growth was pulled Netflix is an American streaming forward. company that allows subscribers to watch This has equally triggered stock movies, documentaries, different popular ollowing the news that Netflix has traders to increase their buying pressure TV shows, and many more through for the first time ever, passed the 200 on Netflix stock because of the surprisingly internet-connected hardwires. million subscriber mark and had an strong growth, as well as news that Netflix The Chief Global Market Strategist Fimpressive reserve of $8.2 billion in cash, balance sheets are solid enough for Netflix at Axi, Stephen Innes, in a statement, said: Netflix’s share price bounced about 17% considering share buybacks, as shares “Earnings reports also underpinned equity higher after it beat market expectation, jumped 17% percent to $586.34 in recent sentiment. Netflix rose 16% after noting its powering the video streaming stock to trading. subscriber numbers increased by a record close high after adding more customers Netflix’s business has been aided by 37 million in 2020. Serenely, it seems than expected and revealed it no longer COVID-19 pandemic, forcing people in lockdowns and TV go hand in hand.” needs debt in building its entertainment spending more time indoors coupled with

MARKETINGEDGE / January/February 2021 37 FOREIGN NEWS Unilever global media account on toss

one of the world’s greatest advertisers and Oliver, a specialist in-housing agency. had a €7.27 billion annual spend on model Like many client packaged items and advertising and marketing funding firms, Unilever’s revenues have held up in earlier than the coronavirus pandemic. the course of the Covid-19 pandemic and Europe has about 22% of Unilever it has stepped up its efforts in ecommerce gross sales, the Americas 32%, and the as customers have stayed at house in lots of remainder of the world, together with markets. Underlying gross sales rose 1.4% Asia-Pacific, Africa and the Center East, within the first 9 months of 2020. 46%, in keeping with Unilever’s 2019 The corporate, which champions annual report. The UK-based group has sustainability, additionally took a stand shut relationships with three main world towards social-media companies by MCG giant, Unilever is set to put its company holding firms – WPP, Omnicom pausing spend on Facebook and Twitter global media account for review in a and Interpublic – in several geographies within the US within the second half of pitch that is prone to be one of many world-wide. 2020 in protest on the “polarised” political Flargest pitches of the year. WPP’s Mindshare, Omnicom’s PHD setting. Business sources anticipate Unilever and Interpublic’s Initiative have held the In recent times, Unilever introduced to hold out the pitch in lots of key markets media duties on a longstanding foundation a sequence of commitments to enhance world-wide. A spokesperson for Unilever as incumbents. However the consumer inclusion throughout its operations, declined to comment on what it referred to goods manufacturer has been in search together with to “enhance the variety of ads as “hypothesis” and didn’t affirm whether of a broader relationship. Quite recently, that embody individuals from numerous or not it plans a media evaluate. It is Unilever shook up its broader advertising teams, each on display screen and behind thought the FMCG giant should still be and marketing operations in 2017, when it the digital camera”. finalizing some particulars. launched an effective drive and fended off It follows the company’s position in China is unlikely to be included as a bid approach by Kraft Heinhz. spearheading the ‘Unstereotype Alliance’, a a result of WPP picking up the account The corporate giant slashed the partnership with different main promoting from Omnicon following a review in number of agencies with which it worked firms and UN Girls to deal with gender 2020. Unilever, which owns the Ben & significantly on artistic, and arrange an in- stereotyping by promoting inclusion and Jerry’s, Consolation, Dove, Hellmann’s and house content material studio operation, diversity Marmite manufacturers, is without doubt referred to as U-Studio, in partnership with

The Festival of Marketing launches effectiveness event

planning for success, making decisions and measuring success The Sessions will be a mix of practical case studies that will unpick a brand’s success, ‘myth busting’ where marketing thought leaders will challenge received wisdom and short, practical ‘how to’ sessions that will offer insight into everyday challenges. Speakers at this year’s Festival of Marketing will include Mark Ritson on determining brand health, Nationwide CMO Sara Bennison on planning, Helen Edwards on the limitations of and alternatives to NPS, and KFC UK and Ireland CMO Meg Farren on brand transformation among others. Editor in Chief, Marketing Week and Festival, Russell Parsons, said: “It’s an uncertain time. Marketers need insight into best practice around decision making and measurement, and he Festival of Marketing returns in March with a new clarity on what works and doesn’t. They aren’t going to be given digital event designed to help marketers boost the more money, so investing it more smartly is key. The Bottom Line effectiveness of their investments. The new event is called is going to offer much needed clarity on what you can do to make The Bottom Line; it is set to deliver insight into what marketers T your money go further and drive more meaningful returns.” should spend their time and money on. The Bottom Line is one of three events under the The The Bottom Line will run from 23 to 25 March and will Festival of Marketing in 2021. In June ‘Fast Forward’ will focus on feature content designed to help marketers better determine equipping marketers with insight to tackle long-term challenges what they should spend their time and money on. All the more that will impact your brand, way of working and career, while important given budgets are under additional scrutiny as brands October will deliver content on tackling the strategic and tactical assess the impact of the past 12 months. challenges of the year ahead. Each day of the Festival will provide actionable insight and fresh thinking to help you deal with separate challenges which are:

38 MARKETINGEDGE / January/February 2021 FOREIGN NEWS JPMorgan Chase consolidates $400 million global media account with WPP and Dentsu

reative managing its $200 million digital media account in home, and outsourcing the $218 million offline portion to businesses. Reliable sources noted that the pitch was about consolidation, however that Cpowerhouses, there have been as much as 9 agencies that took part in the pitch of WPP and Dentsu, the highly sought-after account. have won the WPP will create a crew of GroupM media businesses known media businesses as Team JPMC powered by WPP to deal with the account, which of American incorporates all offline and digital planning, media shopping for, multinational analytics, measurement and search engine optimization. investment banking JPMorgan Chase has been in-housing components of its conglomerate, JPMorgan Chase, in a highly competitive pitch. advertising enterprise since 2015, when it launched an inside The pitch which kicked off in late September 2020, covers company known as Inner Circle below CMO Kristin Lemkau. the monetary companies’ offline media shopping for enterprise In January, Leslie Gillin changed Lemkau as CMO, who grew to within the US, Northern Europe and Asia, and was supported become CEO of the corporate’s wealth administration division. by MediaHyperlink. It would be recalled that Zenith, the US Impeccable sources noted that WPP and Dentsu have been incumbent, lost the account after holding it since 2005. The account notified of the win earlier than the holiday period. movement comes after 5 months of a management shake-up in Zenith, MediaHyperlink and WPP declined to remark. Dentsu JPMorgan Chase’s advertising division. didn’t reply to requests for remark in time for publication. JPMorgan Chase splits its media shopping for finances, Cannes Lions opens entries for 2021 awards, unveils new categories

Cannes, France with delegates from 90 countries in attendance to celebrate the best of creativity in brand communication. Simon Cook, Lions Managing Director said: “For more than 65 years Cannes Lions has set the benchmark for great creative work, and after the disappointment of postponing the 2020 Lions awards, we look forward to presenting the work to the Juries in June. We’ve been delighted by the diverse spread of work that has emerged in our regional awards – Eurobest, Dubai Lynx and Spikes Asia – and we look forward to being inspired by the work that will set the global standard across two years at Cannes Lions.” Cannes also announced the launch of a new award category, the Creative Business Transformation Lions categories, which annes Lions has opened entries for its 2021 awards edition includes Customer Experience, Business Design & Operations, which will be held between Monday, 21st June 2021 and Product & Service, and Venture Creation & Design. Friday, 25th June, 2021 with new categories. The Cannes According to Cannes: “The Creative Business Transformation CLions International Festival of Creativity is a global event for people Lions celebrate the creativity that drives businesses forward – working in creative communications, advertising, and related fields. creative thinking that changes how businesses organize themselves, Cannes announced: “The Cannes Lions Awards are now open. how people work and how customers engage with them.” Given the current global situation, entries into the 2021 awards have This category recognizes the ingenuity that leads to the opened earlier than usual to allow entrants the additional time that creation of new products and services, and the reinvention of they may need to prepare their work and craft their submissions. It operations and customer experiences in companies of all sizes that will take place as usual during the third week of June 2021.” drives transformative change. Phillip Thomas, Lions Chairman stated: “While travel is “In close collaboration with the industry, we have updated currently constrained, the availability of multiple vaccines offers the Creative Effectiveness Lion for 2021 to ensure that the Award hope that we can be together in June, even if we need to limit the accurately reflects the new language of effectiveness, variety of numbers of delegates who can safely attend. We will continue measurable results and breadth of work driving business impact and to carefully monitor the situation, and maintain our regular commercial success. We have taken principles from the Creative communications with the authorities in France, but there are many Effectiveness Ladder created by Cannes Lions and WARC to embed other large international events planned for the same timeline, and the shared language for creative effectiveness measurement, with it’s clear from talking to the global industry that everybody is very new categories and a new online written submission process,” keen to come together again.” Cannes added. The five-day international festival and awards is held yearly in

MARKETINGEDGE / January/February 2021 39 FOREIGN NEWS

delivered through our unique ‘People First, Mediacom unveils new logo Better Results’ culture. I am excited to see it brought to life and to keep delivering growth for our amazing portfolio of and agency proposition clients.” This ambitious agenda will be achieved through an evolution of the agency’s ‘Systems Thinking’ philosophy, powered by products and technology which will integrate with the wider WPP and GroupM offering. It will include a greater focus on capabilities in data, analytics, content relevance and business outcomes. Mediacom also noted that the sum of the new agenda will provide its clients with a comprehensive understanding of marketing impact from performance marketing to long-term brand building campaigns on their business performance. Supporting brands’ needs to make immediate gains and building for the ediacom has unveiled its new development, Lawson stated: “The change future underpins this new approach. logo and agency proposition in the world around us is accelerating. According to Mediacom, by providing in a move to re-brand and re- This new landscape offers many business services in response to client needs, the position the global agency. Henceforth, opportunities for brands who think about M agency will help identify and maximize the agency proposition will help clients their marketing activity holistically. We new areas of growth for brands to increase ‘See the Bigger Picture’ according to believe our new proposition, taking a step return on marketing investment information on the website of the agency. back and ‘seeing the bigger picture’ ,can About Mediacom This announcement follows Nick have a significant impact on our clients’ Mediacom, was founded in 1986 in Lawson’s appointment as Global CEO in return on marketing investment. Europe as a subsidiary of Grey Advertising, July 2020 and coincides with a new visual He continued: “This new offering and soon expanded throughout the world. identity, the agency’s first in 30 years and is one I believe only we can deploy; it is In 2006, after acquisition of Grey by WPP, an evolution of its previous branding. rooted in the Systems Thinking approach Mediacom became a key part of GroupM, Commenting on the new we have spent six years refining and will be WPP’s global media operations arm.

Publicis Groupe wins $800 million L’Oreal China media account

fter one of the biggest and most unit called OneL’Oreal. competitive pitches in China in The latest information is cheering recent times, Publicis Groupe has news for the global creative group Awon L’Oreal’s media planning and buying following recent rumour of its possible sale in China. The Publicis’ win took away the to a private equity investor. account from the incumbent, Group M’s L’Oréal S.A. is a French personal care Mindshare. company headquartered in Clichy, Hauts- Both Mindshare and Omnicom de-Seine with a registered office in Paris. Media Group’s PHD were also involved in It is the world’s largest cosmetics company the pitch, which lasted about six months. and has developed activities in the field In the final stage, the competition was concentrating on hair colour, skin care, sun between Publicis Groupe and Mindshare. protection, make-up, perfume, and hair According to media reports, annual billings care. are at least US$800 million. The new contract has a duration of channel which includes performance three years covering channel planning, marketing. Publicis will set up a bespoke activation, buying across every media

40 MARKETINGEDGE / January/February 2021 FOREIGN NEWS Nigerian Breweries tours four cities with Desperados

experimentations and creative energy and the goal for the nationwide rollout is to awaken the cities of Enugu, Ibadan, Owerri, and Abuja with its appeal to the young and free-spirited”. “At Nigerian Breweries Plc, we embrace the spirit of self- expression and experimentation that form the nucleus of Desperados.” Desperados, which is the world’s first tequila beer, is wrapped in vivid colours to give an exciting impression. These brand attributes of vibrancy, adventure, spontaneity, self-expression, and wild experimentation have been captured in its sensational experiences to connect its young consumers all over the world. Buttressing the unique DNA of the Desperados brand, Emmanuel Oriakhi, marketing director, Nigerian Breweries said, “Desperados is a brand that expresses an unconventional and he leading pioneer brewing company, Nigerian Breweries daring outlook on life which resonates with the energetic and Plc, is lighting up four cities in Nigeria as it continues the vibrant young Nigerians. launch of its new tequila-based beer, Desperados. The beer, “With Desperados we aim to challenge the norm. The aim is to Twhich is regarded globally as an iconic beer for young fun lovers, build a trybe that celebrates a collection of individual personalities will be bringing its unique experiences to celebrities, influencers, with unique attributes, held together by the purpose of being ready and other young free-spirited Nigerians who enjoy challenging the to explore and experiment with new worlds and experiences”. norms. “It is not just a beer, but a way of life, seeking to inspire the The roll-out, which started on February 12, 2021, will see the ones who are made to be different”. four cities – Abuja, Ibadan, Enugu, and Owerri embrace the new Brewed fully flavored, Desperados was first launched by tequila-flavoured beer that has revolutionised the beer game in The Fischer Brewery in France in 1995 and is now present in 86 over 50 countries. markets around the globe. Targeted at young fun lovers who yearn to express themselves, The number one preferred alcohol brand among young adults the Desperados beer brand is at the heart of pushing the in France, Desperados has been delivering double-digit growth for boundaries of wild experimentation and spontaneity. the last 6 years, accelerated by its growth in key markets. Portfolio Manager, Flavoured & Craft beer Nigerian Breweries With the launch of Desperados in Nigeria, daring beer lovers Plc, Sarah Agha said, “the launch of Desperados in these cities will are definitely in for a great time. Desperados is already available reinvigorate the beer culture in Nigeria”. for sale at retail stores nationwide. She added that, “Desperados is built around wild Ad Age announces A-list and Creativity Award deadline

d Age announced the deadline for the Ad Age creativity Creativity Awards is limited to any achievements that occurred or award for the year 2021. The deadline for all categories work that broke between Dec. 1, 2019 and Dec. 31, 2020. Also, will be on 2nd of March 2021. all information included should be publishable by the time the AThe announcement reads: “The coveted Ad Age A-List & awards break in the spring of 2021. Any information noted as Creativity Awards are now open for entries. In recognition of an “not for public” or “off the record” will not factor into the juries’ anything-but-typical year, the entry period has been shifted and deadlines for all categories are now the same, with a final deadline of March 2, 2021. “The winner of the Ad Age A-List winners will be announced May 24, 2021. A shortlist of Creativity finalists will be also released in May, with winner announcements following in June 2021. Ad Age A-List winners and Creativity Awards finalists and winners will be jointly recognized at a virtual event in June 2021.” A-List honourees will be named in different categories from Agency of the Year and A-List, Media Agency of the Year, Multicultural Agency of the Year, International Agency of the Year, Creative Agency of the Year, In-House Agency of the Year, Data/ Analytics Agency of the Year, Design Agency of the Year, Agency Executive of the Year to Brand CMO of the Year. “All information included in the entries for A-List &

MARKETINGEDGE / January/February 2021 41 FOREIGN FEATURES How Brands can develop winning social media strategy in 2021 promises a in this way, they were also opening an return to a Introduce some platform diversity interesting door for marketers in 2020 and semblance of to your strategy going forward into 2021. The significant normalcy and In March 2020, peaked, hitting about 76 engagement that live videos saw has seen this is one reason to be excited about the million downloads. This was staggering and live videos take the lead as the most viewed 2021New Year. As 2020 ended, many businesses well above the predictions of 2019. Clearly, video content on social media. were left counting their losses and re- they were nudged on by the extra time This has effectively awakened the trend strategizing for 2021. lockdowns afforded people, but their unique of event marketing, which had waned in 2020 was not easy for anyone, but approach to social engagement should also the latter part of 2018. Buffer shared an studying the way the year went does give be credited for their success. interesting list of possible events that could some valuable insight into building your People want to consume different types be shared via live video that is guaranteed social media marketing strategy for the New of content with increasing speed. It seems to thrill and engage your audience; office Year. One factor was overwhelmingly clear; that the shorter these video contents are, hours, Q&A sessions, behind-the-scene there was way more involvement on social the better, and this fact plays right into moments, production processes, interviews, media due to COVID-19. TikTok’s strategy. Facebook has followed and experimental content. The trends in 2020 were not just suit by reeling out Facebook stories Contents like these feel like invited your insightful; the year has also given cover to and Instagram reels. Even YouTube has audience into your home and giving them some really interesting evolutions in social integrated its feature for snap videos. a grand tour. With the current live video media that every business owner should The massive popularity of these consumption rates, many will likely accept be interested in, especially as it concerns contents suggests that it is something that invitation, which becomes a powerful marketing on social media. marketers must jump on in a bid to market avenue to nurture relationships and build Here are a few ideas and suggestions their brands. This also suggests that loyalty. that would help brands position themselves Integrating some of these newer fast- for success in 2021. rising platforms might give your brand the Generate social content and get shakeup. involved in social activity Relationship-based social media The trend of social impact was already on a marketing roll in 2019 before the pandemic began. The Maintaining engagement and growing trend soon exploded as the need for social followership in 2021 will be much harder content rose to an all-time high. than if we stick to the same routine We are now in a place where brands that strategies we have used in the past. 2020 seem quiet on relevant societal issues are has been a revolutionary year, and only your seen as either irrelevant or irresponsible by agility as a brand would sustain you going a growing demographic. forward. According to Merkle’s Q4 2020 Media A few months ago, a study showed that Insights Report, 56% of consumers said about 75% of respondents don’t consider they have no respect for or loyalty towards advertisements to be the truth. This is businesses that remain silent on important worrying but also understandable, based issues. This is today’s reality. As the world on the increased skepticism among social and the United States undergo many media users. With the increase in fake news changes politically and otherwise because allegations and the explosion in unethical of the events of 2020, your business strategy marketing practices, this trend is hardly will have to involve taking a stand. surprising. This is important for many brands in Your stand on issues will gradually It does seem that the only followers you 2021 if they hope to escape the staleness become a part of your brand identity and can maintain are those with whom you have they have been experiencing with help consolidate your base, so you should be developed a relationship, and the only ones conventional Facebook and YouTube careful in choosing what you say. you can acquire are the ones you develop a marketing. Your considerations should consist of real relationship with. Trust has never been While you must adapt your marketing socially-relevant considerations as well as as important a marketing factor as it is in across all platforms, it may also be time business ones. In many cases, you could today’s social media space. to create new content on new platforms. do the minimum and provide beneficial In 2021, marketers should focus more The reason is that the millions of mainly information on social issues that appeal to a time on building relationships with their 16-24-year-olds who relish TikTok are broader audience rather than taking sides in employees, customers, and niche-relevant not necessarily active on Facebook or partisan issues. influencers. Instagram. Whichever route you take, it is clear that This is also the time for marketers to in 2021 and beyond, marketing efforts will begin cultivating user-generated content in Utilize the surge in live streaming largely be affected by brand identity and increasing measure. Another fallout of the COVID-19 pandemic brand identity by your contribution to social Studies show that 70% of customers and the attendant lockdowns is an uptick issues. trust other consumers more than they do in the consumption of live video on social 2021 is poised to be an interesting year, advertisements. This makes absolute sense media. Live videos were used to fill the void a year of healing and resetting for many and is why word of mouth advertisements created by the physical absence in meetings, brands, but for the brands that choose not and referrals have remained one of the most family functions, and other events. to be agile and flexible enough, it might yet effective marketing tools across times. While live videos were being utilized be another challenging year.

42 MARKETINGEDGE / January/February 2021 PROFILESPROFILES

key focus on advertising & media. He started his career with Promoserve Limited and worked with a few other advertising agencies and on several multinational clients like Pfizer International, Honda, NIIT, Tower Group, etc. before joining mediaReach OMD. His experience spans a wide range of products, including FMCGs, telecom, banking, automobile and aviation sectors. Yinka started his advertising career with Promoserve Limited as a Media Executive in October, 1995 and he had the opportunity of working on an array of FMCG, banking products and non-alcoholic beverages. He also had the opportunity of playing the role of a client service person at Promoserve Ltd. He later joined Admix Communications in January 1999 as one of the pioneer staff. As a Senior Executive (Media/Research), he had the sole responsibility for media planning & buying function as well as managing the agency’s interface with Research agencies for data/analysis. Yinka moved over to Martlink Limited in June 2001 as Senior Media Manager with dual role of Media & Client Servicing. He had the opportunity of working with such International brands like Honda, NIIT & Tower Aluminium as well as an array of FMCG and other financial institutions. On June 1, 2004, he joined mediaReach OMD as an executive with buying responsibilities and a clear mandate to head the agency’s telecom buying team. He later rose to the post of director, buying sServices with collection of responsibilities to manage a diverse and vast portfolio of clients, relationship management with media partners, YINKA ADEBAYO client contacts, content owners, etc. and staying actively involved in various industry bodies to help the ecosystem. His responsibilities include ensuring successful execution of OUTSTANDING MEDIA PERSONALITY campaigns across media, negotiating and maintaining best-in-class benchmarks against OF THE YEAR International standards & practices over a period of time. Suffice to add that he serves as the Chief Commercial Officer of the agency. Yinka is a graduate of Mass Communication and later had his MBA (Marketing) degree inka Adebayo is the Executive Director, from University of Ado-Ekiti. Media Investments at OMG WeCa, Nigeria. He has emerged as the Best Staff of the year in all his various places of work. Y He has 22 years of experience in Yinka is a full member of APCON, a member of NIPR and an alumnus of Lagos Business the field of Marketing Communications with School (LBS).

iodun Adefila is one of the industries and complements this amazons that are giving the with experience gained leading the Bmarketing communications Marketing and Innovations team at industry a totally new colouration. Lornamead Group, manufacturers of She is one of those that have signaled personal and home care products. the arrival of women in an industry She holds an MBA in Marketing where men held sway, until recently. from the University of Liverpool, She is the Chief Operating Officer of UK and a Certificate in Advanced SO&U, one of the leading marketing Management from the prestigious communications firms in Nigeria. Lagos Business School. A product of With a very rich pedigree that the Champions League Academy – spans decades, during which period Saatchi & Saatchi, UK and several other she honed her skills at some of professional programmes, local and the country’s leading advertising international. companies, Biodun brings her Biodun is a member of the board wealth of experience to bear on the of the Association of Advertising formulation and implementation Agencies of Nigeria (AAAN). of strategies that enable her Group She is Vice Chairman of Women successfully execute its brand in Advertising, a committee within BIODUN ADEFILA – management initiatives for the AAAN, which strives, among other OUTSTANDING ADVERTISING achievement of its annual financial objectives, to give women a voice PERSONALITY OF THE YEAR targets. in a rapidly evolving industry that is She has worked on several local increasingly playing a greater role in and international brands across the economic life of Nigeria.

CORRIGENDUM In our last edition, the pictures of the above industry leaders were mistakenly swapped. The error is regretted. Our sincere appologies to them - Editor

MARKETINGEDGE / January/February 2021 43 BRAND OF THE MONTH Smoov Chapman to delight customers with N2.5million cash prize In Harmony Challenge By ABIMBOLA MOHAMMED

have to do is put your spin on selected popular songs to stand a chance to win up to 2.5 Million naira, a chance to record a single, complete with a music video and a collabo with an award- winning artiste.” According to the organisers, participants are expected to follow 3stages to stand a winning chance; first stage – your group will be required to perform to either ‘I Dey There’ by @ jujuboystar, ‘Again’ by @wandecoal or ‘Gentleman’ by @richassani.” Second stage – post your entry video on your Instagram page using the hashstag #inharmonychallenge and #SmoovHC. Third stage – Tag us, @ inharmonychallenge @lifeataristokrat and @aristokrat360. The winner goes home with a cash prize of N2, 500,000, First runner up goes home with 1,250,000 and the second runner up goes home with 1,000,000. Interested participants are required to send video recordings of them singing without instruments and with a clear vocal recording with no background noise to their Instagram moov Chapman, a The Instagram post reads: “Have taging @inharmonychallenge @ refreshing non-alcoholic you ever wondered if all your years of smoovchapman @lifeataristokrat to soft drink, has partnered choir practice and harmonizing will stand a chance to win 2.5million naira. with Aristokrat Group, ever pay off? The challenge, which is set to run an African Media & “The In Harmony Challenge is a for 12 weeks, has 4 stages: The call- Entertainment firm to nationwide singing online challenge for-entry stage, the knockout stage, announce its In Harmony Challenge. where singing groups (of at least 4 the round of 10 and the clash of 4. The Announcing the initiative on its members) perform their own unique challenge started on 28th January and Instagram handle, Smoov Chapman arrangement of selected Afro Pop Hits. is expected to end by 3rd of March Ssaid the essence of the challenge is to “You and your group (made up of 2021. reward its customers for their years of at least 4 members) could very well be “choir practice”. superstars with a hit record. All you

44 MARKETINGEDGE / January/February 2021 BRAND IN FOCUS The Cola Wars take new turn & twist By RALPH TATHAGATA

Coca-Cola announced recently that it would not run ads in CBS’ broadcast of Super Bowl LV, citing what it described as a difficult choice, and Coke’s announcement followed a similar one made by rival Pepsi, which has opted to focus on its annual halftime show rather than run commercials for its flagship drink, Mountain Dew soda. Currently, however, the wars seem to be getting fiercer in the entire realm of soda and sport. LeBron James, the Los Angeles Lakers superstar and a pitchman for Coca-Cola since entering the NBA in 2003, is set to land a new ust like many brands in the market, Coca-Cola and deal with PepsiCo. James reportedly will endorse Mountain Pepsi, the two global beverage giants have taken Dew’s new “Rise Energy” beverage, part of the PepsiCo their hits during the COVID-19 pandemic outbreak family, and he also could become the face of Pepsi Cola. His due to restaurant closures and other pandemic- deal with Coca-Cola ended last year after he spent years related disruptions. But none of the coronavirus- hawking Sprite and Powerade. induced disturbances could abate the customary It would be recalled that back in the 1980s, it was Jmarketing battle between the two American beverage “Rock and Roller cola wars, as the world had enough of the behemoths. intense marketing battle between America’s carbonated The cola wars refer to the long-time rivalry between soft drinks behemoths. As the underdog, PepsiCo had stunned drink producers The Coca-Cola Company and PepsiCo, who its bigger rival, Coca-Cola, by signing Michael Jackson, the have engaged in mutually-targeted marketing campaigns era’s biggest musical star, to promote its brand in a record- for the direct competition between each company’s product setting $5m deal. lines, especially their flagship colas, Coca-Cola and Pepsi. In the area of going green in a fast-changing global Beginning in the late 1970s and into the 1980s, the cola climate, PepsiCo is committed to shifting to 100% wars escalated, and are still being fought on all fronts today. renewable energy by 2040. Meanwhile, Coca-Cola has set The Coca-Cola Company was founded by an Atlanta 2030 as its deadline, but it only committed to reducing pharmacist who’d secured the recipe (which contained greenhouse gas emissions by ¼ with its base year being small amounts of cocaine until 1929). Up in North Carolina, 2015. However, PepsiCo plans to source 100% renewable another pharmacist invented his own sugar-drink in 1893. electricity across all company-owned and controlled After seeing the success of Coca-Cola, he changed his operations globally also by 2030, but its franchises and soda’s name from “Brad’s Drink” to “Pepsi-Cola” in 1898 and third-party operators will join the green train by 2040. founded the Pepsi-Cola Company in 1902. Ever since, the The cola wars have become a cultural phenomenon unending battle between them has become a permanent and credit for that goes to Donald Kendall, the late fixture within the branding and marketing ecosystem. PepsiCo’s legendary former boss. Whichever way marketing The Super Bowl has long served as a major front for the intelligence looks at it today, the cola wars have made Coke long-running soda war between Coca-Cola and Pepsi. This and Pepsi the world’s best marketers. Despite the fact that year, the beverage giants will fight that battle somewhere Kendall who sparked the wars has died, his legacy lives on. else.

MARKETINGEDGE / January/February 2021 45 BRANDBRAND TO TO WATCH WATCH The rise and rise of Kia brand inBy RALPH Nigeria’s TATHAGATA auto market

to Nigeria the wide range of passenger, commercial and special vehicles, Dana Motors has been gaining quite a sizeable chunk of the country’s market share. The company has invested in a state-of-the-art workshop, built to the exacting Kia quality standards to ensure efficient and speedy after sales and service. With intensive marketing and advertising, supported by excellent, quality brands, the company has been making deep inroads in Nigeria’s highly competitive market. In 2015, Kia Motors Nigeria made good on its promise to start production of vehicles in Nigeria with the inauguration of the Kia assembly plant in Lagos. According to the brand owners, the move to establish an assembly plant stemmed from the tide of investment aimed at Nigeria to key into the country’s automotive policy. In a 2016 study, Kia was the 69th most valuable brand in the world. The Korean manufacturer’s estimated brand value grew from frica’s automotive market is relatively small. According US$5.7 billion in 2015 to US$6.3 billion in 2016 which represented a to Deloitte Global Automotive, an auto research firm seven-fold increase since 2006, the year in which the brand declared that has a leading presence in the automotive industry design-driven management as a key strategy behind the company’s across the world, which provides services to 80% of the future growth. Fortune 500 automotive companies, in 2014, there were just over Up until now, the unprecedented stride of the KIA brand in A42.5 million registered vehicles in use in Africa, a continent of the automobile industry in Nigeria has continued to outpace the approximately 1.3 billion people. competition in offering best-in-class automotive technology to its Specifically, according to the National Bureau of Statistics customers. True to its brand promise, Kia has started its Nigerian (NBS) data, Nigeria had a total vehicle population of about production of vehicles with models, including Rio, Cerato, Optima, 11,547,236 in 2017. For an economy with an estimated population of Sorento and Soul. 200 million people, a total motor vehicle of just 11.5 million appears In 2017, KIA Motors Nigeria recorded increased sales with to be very small, representing just 0.06 vehicle per person. over 200 per cent year-on-year sales from 2016. According to the Deloitte Global Automotive report further revealed that company, the increased sales followed the country’s economic motorisation rate on the African continent is only 44 vehicles per 1 recovery from the recession that had hitherto stagnated all the 000 inhabitants which is far below the global average of 180 vehicles sectors of the economy particularly, car sales in 2016. The business per 1 000 inhabitants, and lower than other developing regions strategy and the extensive customer-based sales and service such as Latin America (176) and Developing Asia, Oceania and the programmes broke the ice and paved way for a record high year-on- Middle East (79). In 2015, approximately 1.55 million new vehicles year sales. were sold or registered across Africa. Following a global unveiling, Kia Motors Nigeria recently The report stated that the African continent is the final frontier launched a new corporate logo and global brand slogan that for the global automotive industry, noting, however, that entering signify its audacious repositioning and unique brand purpose. The the largely uncharted automotive territories in Africa requires a mix introduction of the new logo represents Kia’s ambitions to establish of market insights, patience and a medium- to long-term strategy. a leadership position in the future mobility industry by revamping More importantly, the sizeable latent potential of Africa’s nearly all facets of its business. automotive market is in the long term and due to limited disposable The logo, according KIA, is a symbol of its new brand purpose income and the high cost of new vehicles, second-hand vehicles and the values it promises to offer customers through future dominate the continent’s automotive retail sector. Based on products and services, and the experiences these enable. In the Deloitte’s in-market research, out of the three African countries words of Ho Sung Song, Kia’s President and CEO: “Kia’s new logo under review (Ethiopia, Kenya, Nigeria), at least 8 out of 10 represents the company’s commitment to becoming an icon for imported vehicles are used vehicles. change and innovation. The automotive industry is experiencing a Nigeria, as Africa’s largest economy, presents a sizeable period of rapid transformation, and Kia is proactively shaping and untapped automotive market with the continent’s largest population adapting to these changes.” and relatively high GDP per capita. For this reason, Nigeria has The launch of the new logo followed the announcement of generated the most interest among automotive players as a future Kia’s ‘Plan S’ long-term business strategy in 2020. Under Plan S, Kia market in Africa. Nigeria also has a legacy of having sizeable said it has, among other objectives, the ambition to take a leading assembly plants. position in the global car market. Dana Motors Limited, incorporated in 1996 and commencing Kia also hinted that it is focused on popularising electric operations in 2002, is the sole distributor in Nigeria for the world vehicles and introducing a broad range of mobility services, tailored famous Kia brand of vehicles, manufactured by Kia Motors to meet the needs and tastes of individuals and local markets. Based Corporation, South Korea, and one of the world’s fastest-growing on the foregoing report and analysis, Kia is one of the brands to automobile companies. With an immense success of introducing watch in 2021.

46 MARKETINGEDGE / January/February 2021 SPOTLIGHT Government needs to do more to support local contractors – Adeyemo

Mr. Kehinde Adegboyega Adeyemo, FNIQS, RQS, is the Managing Director/CEO of Oak Builders Resource (W.A) Ltd., a Nigerian firm with specialty in civil engineering services. The company has handled various engineering projects across the country. Its experience in the construction industry has established it as a force to reckon with. Apart from construction works, the company also offers project management, consultancy services, haulage and supplies. With its head office in Lagos, Oak Builders Resource (W.A.) Ltd has a branch office in Ghana. In this exclusive interview with MARKETING EDGE Which of the policies impacts negatively? he x-rays his industry and reviews the Nigerian One major government policy or rule that impacts positively on business environment. our sector is the due process in contract awards whereby contract tenders are made open to all and sundry through the Bureau of Public Procurement; but trust Nigerians, they have found a way to ow will you assess the Nigerian business corner it. environment? Also, in FIRS tax policy, construction attracts huge funds but The Nigeria business environment is not friendly for that does not mean huge profits; so when the tax men will come now. It’s the survival of the fittest. to audit they will come with huge tax liability, based on turn over only whereas we do not know the basis of their calculation. How will you assess the construction and built industry H There is also the issue of double taxation; sometimes client sub-sector? removes Withholding Tax of 5% on a job that you did not make The construction and built industry subsector is full of quacks 5% profit and they say it’s the law; when they discover that you everybody wants to be a contractor because that’s what politicians have overpaid, they keep quiet. In Nigeria, there is no policy of tax feast on. As such, less qualified professionals are getting the jobs refund. This can easily put business men out of business. because of the “man know man” syndrome. What do you think government can do to change this? What do you perceive as the major opportunities for Like every other issue we have asked that government should players and operators in this sector? reduce physical interaction with people. Make process to be The major opportunity in this sector is that if the environment automated. Oftentimes, the tax people bring huge liabilities so is ok there will be a lot of construction activities in form of you can negotiate with them and you pay part to them before they factory buildings, schools, farm and residential houses, as well reduce the part that goes to the government. as roads and bridges. But because the economy is closed its only government that is spending and there are too many people With government’s increasing drive towards injection of jostling for these jobs. local content in the Nigerian business sector, how much success would you say have been recorded over time? What would you say are the Challenges in the Nigerian construction and built industry? For me, I haven’t seen a lot of local content injection in the construction sector. Chinese companies have moved in heavily The challenges, as I said above, are basically the absence of jobs to pick up all the juicy contracts. This is so because they have the and this is so because of the nature of our economy. How are these challenges being tackled? support of their government in terms of funding for equipment. Our own Government needs to do more to support local These challenges can only be tackled by the government. However, contractors to succeed. players in the industry also have to be creative and reach out as much as possible. Read the full interview on www.marketingedge.com.ng

MARKETINGEDGE / January/February 2021 47 SPOTLIGHT

Our goal is to make A legacy brand - Titilola Adedeji

I knew that“ if I failed I wouldn’t regret that, but I knew the one thing I might regret is not trying. – Jeff Bezos

bove immutable words by foremost entrepreneur and founder of Ms Titilola Adedeji has a way of endearing herself to Amazon, Jeff Bezos, encapsulates the people who come her way. Suave, cool and courteous, grand entry of the Amber boss is a study in honour, dignity and Amber Drink, a premium energy drink from the stables of Amber Drinks Limited, passion. Though young and assertive, Adedeji is a into the Nigerian market. Incidentally, Jeff humble and humane corporate leader. ABezos, who until recently was the richest man in the world happens to be the role She is a serial entrepreneur whose imprimatur is on model of the quintessential amazon behind many corporate enterprises and endeavours. She has the Amber Energy drink brand, Ms Titilola Adedeji. Amber was launched in July, 2020 achieved so much in her career trajectory and in the in an exclusive virtual media event due annals of corporate Nigeria. She is brilliant, articulate to the prevalence of Covid-19 and other attendant government protocols. and yet unassuming despite her educational pedigree The expectation from watchers and as a product of IVY League schools and a progeny of players in the energy drinks market then was that the product would just make a few renowned heritage. buzz and fizzle out as some analysts said it

48 MARKETINGEDGE / January/February 2021 SPOTLIGHT

Our goal is to make A legacy brand - TitilolaAmber Adedeji

was a ‘crazy’ risk to take especially at that critical period. Quite unexpectedly, the Amber brand has proved many doubting Thomases wrong considering its massive penetration into the competitive energy drink market. Barely six months after, the new Amber Energy Drink has continued to gain traction, driving sales in the Nigerian burgeoning Energy Drinks market with the product rapidly penetrating major stores and trade outlets in Lagos and also making aggressive entry plans in other parts of Nigeria. Within the short space of its historic entrance into the market, the energy drink brand had launched FREE BRT BUS initiative which lessened an empowerment scheme aimed at the burden of commuting within Lagos ameliorating the sufferings of majority of metropolis for almost three months. Nigerians while improving their standards In an exclusive chat with of living. MARKETING EDGE, Ms Titilola Adedeji, Well, I think for a new brand Through the initiative, the brand GM, Amber Energy Drinks Ltd, provides we have done quite well. So, intends to ensure that Nigerians make in insight into the strategies, growth “ their own country through trade finance projections and plans of the Amber brand I know that if you ask one loan so as to be financially independent in the competitive energy drink market. in ten people, they must to cope with life while enhancing their Commenting on the phenomenal standards of living. Indeed, not quite success of the Amber brand, Adedeji was have heard about it. I will a few Nigerians have benefitted from elated about the penetration of the brand say, one in twenty five must this initiative which has continued to in the energy drink market saying “Well, I enjoy massive participation by Nigerians think for a new brand we have done quite have tasted the drink. I think who wants to be their own bosses by well. So, I know that if you ask one in ten we are doing quite well and establishing ad running their own people, they must have heard about it. I enterprises and business. will say, one in twenty five must have tasted we are getting our feet in Similarly, Amber energy drink has the drink. I think we are doing quite well the energy drink market in within the period under review touched and we are getting our feet in the energy the lives of commuters in Lagos State drink market in Nigeria now”. Nigeria now”. through the roll-out of the unique Amber Speaking further, she said, “I always

MARKETINGEDGE / January/February 2021 49 SPOTLIGHT

became the cynosure of all eyes at select BRT terminals and garages in Lagos when it gave out free BRT tickets to commuters who bought a can of the drink at the chosen locations. The Amber brand ambassadors who were clad in their branded Amber shirts took time to interact with the consumers on the “Amber Experience”. “Commuting in Lagos has never been this fun,” said Opeyemi, a commuter at the Oyingbo BRT terminal while waiting on the queue to purchase the energy drink that came with a free ticket for her long trip to Ikorodu during the exercise. She was quick to add that she got double value for her money as the drink has become her favourite after tasting it on two previous occasions on the same route. “A sip of Amber after a long day at work gives me a sort of relief and relaxation,” Opeyemi said. Meanwhile, the Amber Amazon, say that the brand takes on the nature of its owner. The owners of Amber are bold, celebrated yet another birthday recently audacious, resilient and dedicated. Regardless of what the situation is, we focus on our amidst pomp and pageantry by staff, well- focus, where we want to be disregarding the obstacles. Or more succinctly, using the wishers and associates. Though very shy obstacles to our advantage, which is what we have done with the time when we launched”. and self-evasive; Adedeji could not hide On strategies deployed to promote the brand at the critical period of Covid-19, Ms her joy amongst her folks, friends and Adedeji said: families for adding yet another year to her “We explored both Below the Line (BTL) and Above the Line (ATL) marketing; we age. have digital marketing and the main media marketing. The drive was to make sure that It was also an occasion for MEDIA anyone who interacts with our brand can easily understand what we are communicating. EDGE and MARKETING EDGE The next question is how? When you go on the landing pages of all our social media; on publications Ltd to appreciate, celebrate our website; you can even go on our helpline; these are all available to let you know that and felicitate with her, having being every step of the way you can get Amber to release the energy in you. In every aspect of inspired by her leadership qualities and your life, right from waking up from your bed Amber is available to stimulate the energy attributes. you need for each day. It is also there to unleash the energy in you to take you from one Consequently, the combined team of level to another. That’s what we wanted to communicate to our consumers”. the two companies stormed unannounced Responding to an inquiry on where she projects the brand to be in the future, the the corporate head office of Amber Energy debonair serial entrepreneur had this to say: Drinks Ltd to add colour and grandeur to “The amazing thing is that Amber is less than six months old in the energy drink the birthday anniversary celebration of the market in Nigeria. When you ask about it, you almost get a response of a drink that is like soft-spoken Amber boss. two years old. That tells you that we have started making our marks in the market but The goal-getting, quintessential and being a legacy drink means that we are not rushing to do anything. We are taking it step amazingly brilliant Amber boss, Ms Lola by step to ensure that we are engrained in your mind and we stay with you for life. Amber Adedeji was visibly thrilled and elated as is available in at least six other states outside of Lagos and we are enrolling more states she received the 4ft custom-made birthday afterwards and then Pan-African. We are going to be all over Nigeria” she disclosed. card and a well-designed cake which was On the empowerment programme embarked upon by the brand, Ms Adedeji noted presented to her on behalf of MEDIA that the programme has been a phenomenal success and the brand is in it for the long EDGE and MARKETING EDGE. Typically haul. Hear her: “We are going to continue to empower Nigerians. As at today, we have in her usual self, the celebrant expressed enrolled over 4,000 people. It’s an on-going project of a life time. It’s not a one-off. Every her profound gratitude. year, people are losing their jobs. So, Amber is always there to help people. Presenting the 4ft custom-made For the Amber boss, her trust in God and her passion in what she believes is what has birthday card to her, MEDIA EDGE’s kept her going in the challenging Nigerian business environment. I just see what I want to Account Director, Mrs. Mojisola Daniels- see and keep focused, she reasoned. Matesun congratulated Ms Adedeji on her Commuters in Lagos State were all over the moon as they savoured the new birthday, stating that she has been a great experience with the energy drink in the mega city. With Amber, commuting in Lagos blessing to her generation and humanity. became fun as bus terminals, which were hitherto mere waiting and purchasing points for The Account Director said the commuters, were so filled with freebies, glamour and much more. MEDIA EDGE group decided to celebrate Amber made a big statement when it flagged off its BRT and conventional bus ride the Amazon because of her sterling project. The refreshing energy drink, with natural caffeine and essential natural vitamins, qualities as a corporate leader, great

50 MARKETINGEDGE / January/February 2021 SPOTLIGHT

The amazing thing is that “Amber is less than six months old in the energy drink market in Nigeria. When you ask about it, you almost get a response of a drink that is like two years old. That tells you that we have started making our marks in the market but being a legacy drink means that we are not rushing to do anything. We are taking it step by step to ensure that we are engrained in your mind and we stay with you for life. Amber is available in at least six other states outside of Lagos and we are enrolling more states afterwards and then Pan- African. We are going to be all over Nigeria

mentor, and role model. MARKETING EDGE for being a part of her joyous moment, promising that she will In her statement, Mrs. Daniels- continue to do more business with them. Matesun explained that since the According to her, “I thank both MEDIA EDGE and MARKETING EDGE for your integrated marketing communications good gesture, I can assure you that we shall continue to further the good business accord company started working for the Amber amongst the companies while promoting a win-win platform for the Amber and MEDIA group, MEDIA EDGE has been inspired by EDGE group alike. She however noted that she believes in value and urged MEDIA EDGE her work ethics which she noted are rooted to bring out more values to the table. Her words: I believe in value, I want to see your in honesty, integrity and excellence. agency coming up with more impactful ideas that will always win out there in the market “For us at MEDIA EDGE, we share place” she advised. the same DNA with Amber Energy Drinks Her characteristics warmness and affection made the visitation even much more Ltd on work ethics and transparent, good memorable as she took group photographs with the twelve-person delegation to her corporate governance. We cannot thank office, under strict adherence of Covid-19 pandemic protocols. you enough for allowing us to be a part Ms Titilola Adedeji has a way of endearing herself to people who come her way. of your journey and indeed an integral Suave, cool and courteous, the Amber boss is a study in honour, dignity and passion. part of your success story which we are Though young and assertive, Adedeji is a humble and humane corporate leader. always proud of all the time,” Mrs. Daniels- She is a serial entrepreneur whose imprimatur is on many corporate enterprises Matesun stated. and endeavours. She has achieved so much in her career trajectory and in the annals of In her response, Ms Adedeji thanked corporate Nigeria. She is brilliant, articulate and yet unassuming despite her educational representatives of MEDIA EDGE and pedigree as a product of IVY League schools and a progeny of renowned heritage.

MARKETINGEDGE / January/February 2021 51 PERSONALITY INTERVIEW COVID-19 HAS ACCELERATED THE DIGITAL REVOLUTION – TUNJI OYEBANJI

His life is fascinating; his career is both inspiring and interesting! He has worked with the same organization for 40 long years and has evolved with the company across several corporate evolutionary trajectory. And, as should be expected, he has risen to the apex of the company and to an Olympian height in his career. He is Mr. Adetunji Adetokunbo Oyebanji, the Managing Director/Chief Executive Officer of 11Plc, a leading energy sector company in Nigeria. In an exclusive interview with MARKETIG EDGE’s team of JOHN AJAYI, Publisher/CEO, AMOS OLADELE, Chief Operating Officer and RALPH TATAGATHA, Executive Editor, the cerebral and affable corporate icon reminisces on his career, his company and appraises the Nigerian marketing environment and the impact of the COVID-19 pandemic. Excerpts:

ow will you describe the marketing the sound of a generating set. I also know how long it took me to environment in Nigeria? get here due to the traffic. These are some of the challenges. If you I would say that the main marketing business tends to are doing an online meeting now, most of the time you will be follow the norms and practices in a particular country hearing series of “can you hear me?” “Can you see me?”; all these are or environment. Obviously, as a country and its culture because of the limitations of our infrastructure. As our infrastructure evolve so also does marketing practices also evolve in it. improves, I can be sure that the practice of marketing in Nigeria will H Many years ago, things like technology and the digital space not be far behind. We should be able to take advantage of those did not have a very big part to play in marketing in this market. advancements. What I would say in a nutshell is that today given However, today, it has evolved such that now online marketing, the circumstances in which we find ourselves infrastructure-wise digital marketing, etc, have now become the order of the day. Lots we are not doing too badly. But then, there will always be room for of sales are made online; people now place orders, make payments improvement. Meanwhile, it should be noted that we have a huge online, and have products delivered to them. market, here. So, I would say that while we are not at the cutting edge as we Marketing will always be relevant; there will always a place would find in the US or the UK or elsewhere in Europe; we have to sell products and services; and we are doing fine, generally moved very far; and I think the only thing holding us back is our speaking. own environment, especially infrastructure. A good example is the fact that as we are here (conducting this interview), I can hear What would you advise, as an expert in the marketing

52 MARKETINGEDGE / January/February 2021 PERSONALITY INTERVIEW sphere in Nigeria, in terms of the speed of digital The world is changing and if we do not change sticking to the idea marketing taking over from the traditional market? that this was how we were doing it 25 years ago, I’m afraid that the First and foremost, the pandemic accelerated things that were world will move and pass such people by. already in place. The tools were there; they were only not used at Today, people are consulting doctors virtually online, so the the level, but immediately the pandemic broke, there was a platform concept of traveling abroad, for instance, is minimized. It is only that already existed and what we found was speed and acceleration when it comes to surgery or talking to someone physically that through which those things were adopted. you travel, simply because you can actually consult with the doctor Most companies that are involved in online sales like Amazon online, which is called telemedicine. in the US, Jumia and Konga, had some of their businesses expand Today in the US, there are a lot of things, you only need to go rapidly. You would recall that people could not go out or move to the appropriate website, download a link or a contact; and so around, even ordering of food became something else; you had to probably in 20 years’ time, the professionalism we are talking about call and order online. would have had to evolve. What I would say is that just like when you have a plethora of Now, for accounting, there are software packages I can buy as the traditional media – print, radio, Tv, or whatever – creativity a small business and load on my computer, all I need is someone to becomes key because you want to attract attention, readership, and be putting the figures inside, it would deliver for me balance sheet, followership to your own medium or activity; and that is why you statement of account, everything I need to do. find that today if you look at Instagram, people are doing all sorts People are even debating if degrees are going to be relevant of weird things so as to attract people to come to their page and at in the next 20 years. Professionalism will also have to evolve; just the end of the day when you do (visit their page) you’ll see that the as new discoveries are being made. Growing up, there was nothing bottom line is that they want to use it as a tool for marketing. For like social media, the mediums didn’t exist; but as we are speaking instance, skits, after they make their jokes, you’d notice that they today, some young person is developing the next plug in adverts, hence you can see the convergence of the whole concept of creativity. As we all can see, even film, acting, marketing, and advertising are all converging. I expect to see more as we move forward because even people in the digital space there is so much noise. Through the digital space you can cover much more, as you pick up your phone or your laptop you put on the TV there’s so much competing for your attention. How your message comes across, whether it is as a tagline under a particular programme that you’ll be plugging your own products; whether you are sponsoring a video or a TV programme, there is a convergence such that we now have marketing that is mindful of our culture or our way of life, how we dress and how we talk. I don’t really know how marketing would say it to be; but definitely, it has evolved from the traditional news to all the new approaches. Nobody would know ten years ago that we would be using skits to sell. This is part of the evolution that has happened over the past few years which has been accelerated by COVID-19 and I expect more of that to happen even at a faster level as we progress.

There is a concern for skits and new media in terms of professionalism; how do we marry professionalism and the new media?

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different before you can start to get different results. As it is now, with COVID decreasing and getting out of our way, and with the vaccine now being made available and all that, hopefully by 2021 things will start to improve in that regard. I think that it will be until late 2021 before we can begin to see things improving.

What about the regulatory environment? Now, this is a bit of a challenge. Take, for instance, some days ago an announcement was made concerning the price of petrol being reduced by N5. The question is who made the announcement? The answer is the Minister of Labour; he said he had reached an agreement with labor in that regard. Now, next question: who amongst those two (minister and representative of Labour) knows anything about how petrol is refined or how it’s produced or distributed! Truth is that neither of them knows anything about it, yet they made a pronouncement that the price had been reduced. It is like I who know nothing about the business of publishing saying Facebook or the next Instagram or WhatsApp which, at some point all magazines will now be sold for N50 per copy; and I don’t know again, another generation would refer to them as old. We all have how much it costs to print, or how much goes into production, staff to embrace change and development because there is nothing that salaries, but just I wake up one morning to say that’s the price. That’s has not happened before in the world. just the story of the regulatory environment. For instance, the pandemic, in 1918, there was the Spanish Flu, which reached Nigeria also. There is nothing that you can say is new or hasn’t happened before. I think history keeps on repeating itself. That’s why it’s good to read and expose yourself and know what is happening around you. First and foremost, the As a major player in the Nigerian economic sector, how will you assess the impact of the recession on the private pandemic accelerated things sector projections for the year 2020; and going into 2021? that were already“ in place. It’s going to be very tough. Nigeria remains a country whose major source of foreign exchange is crude oil and when crude oil is in The tools were there; they trouble, which is what has resulted from the corona virus pandemic, then Nigeria catches cold. Unfortunately for us we have a situation where we are also import dependent; almost everything we do we were only not used at the have to import, at least to get what we feel is quality or based on preference. level, but immediately the The only solution is for Nigeria to look inwards to manufacture more of what we eat locally, and consuming goods and services pandemic broke, there was produced locally so that the demand for foreign exchange would go down. If we don’t and keep demanding for foreign exchange, and the foreign exchange continues to dwindle because the price of a platform that already goods and services is sky-rocketing, then we would constantly be in the dilemma in which we are at the moment. existed and what we found And I don’t see any immediate solution because it requires draconian measures. If we don’t take these measures, circumstances was speed and acceleration will actually force those things on us; we would have no choice simply because there will be no one available. through which those things In any case, I think that the lesson is somehow sinking in. For instance, recently I was happy to see that we have started using cement and limestone to make roads. No doubt, we have abundant were adopted. limestone in Nigeria. If we are making use of that (cement and limestone) for more of the roads that we are building and not bitumen or asphalt that we don’t even have enough of and we have to import into the country, then our demand for foreign exchange will reduce. If more of our packaging materials are made in Nigeria then not only will it reduce our demand for foreign exchange, it will In other words, the pronouncement is unrealistic? also create jobs and when jobs are created definitely there will be I was discussing with a journalist on this development a few days more purchasing power so the economy itself will continue to grow. back, I said now that they (government) said that they had removed It is sad that even in the all-important agriculture sector, we N5 from N168 pump price., how did N168 come about in the first still import so many commodities and machinery, all of which is place? Just 3 months ago, they said they would“ not fix price for fuel creating a huge demand for foreign exchange and that is part of our again; they said it had been deregulated and that market forces problems. would determine the pump price. How come this pronouncement? If we don’t get out of that cycle then it will be just as they always Again, if you go to my station there you will not see N168; you may say that if you keep doing what you are doing you will keep on see N167; or you’ll go to Total and the price will be different. As getting the same result until you make a change and do something such, the N5 reduction is from which of the prices? Is it from my own

54 MARKETINGEDGE / January/February 2021 PERSONALITY INTERVIEW

N167 or the next man’s N165, from where are you reducing the N5? invested heavily in upgrading the company and preparing it for the Nobody seems to know. We are all just running around like chickens future, much more than the previous owners who maybe did not without a head; and tomorrow when people lose their jobs or have the same kind of long-term confidence in the country. There industries collapse then we would start saying all sorts of things. has been a lot of improvement. Secondly, things move much faster This reminds me of the fact that a lady sent me a text message now because the approval process is not as laborious and expensive asking why are we not selling petroleum jelly to pharmaceutical as what we used to have in the old days. companies anymore. I tried to explain to her in a simple way: we I would therefore say that we are well positioned now. For no longer manufacture petroleum jelly in Nigeria. Why? We have instance, we have left Aviation fuel business; we have returned to a factory, we have a plant, we employ people; but numerous full force partnership on LPG; we have invested significantly in LPG. government agencies and local governments will come today and We were not involved in that before; we are just about completing say something happened and if you don’t do this or that we are a 2×4000 metric tonnes LPG tank farm; we started selling LPG in going to close you down. Basically, they are looking for you to settle several of our stations across the length and breadth of the country. them because generally we have 95% of what they are looking for. We are taking steps to position the company for the future, Yet, again, the next day, the state government will come, and the moving into areas that we have not hitherto participated in. Of next day, the federal government will come. All of these make that course, we remain a leader as far as lubricants are concerned; our extremely difficult and costly for our production. lubricants are well known, and well respected in the market. Mobil Meanwhile, someone who is an importer brings in petroleum One is a flagship brand that continues to do very well in the market. jelly into the country, but instead of calling it petroleum jelly, you Again, we have invested on upgrading our lubricants driving call it edible oil, and the duty on edible oil will be 5%, whereas, plants; we’ve not only invested in the equipment, we have also I’m paying excise duty, I’m paying salaries; but he (the importer) invested in the training of the personnel; we have invested in is paying only 5% duty because he has taken care of whoever he marketing very heavily. needs to take care of and as a result I go out of business and close In the past few years, we have done some scratch and win my factory. No more people, no more work! If we don’t change all promo, where deserving members of the public and our customers such philosophies and policies, we’d still have a long way to go. have won cars. We gave out 3 cars last year; the year before we also Recall that we used to do Dunlop tyres in Nigeria; but now they gave out 3 cars to deserving customers. So, all round we have put have carried their factories to somewhere else. a lot of investment in the business and it continues to be strong Our case is like that case of a cripple carrying load on his head and that is why our share price continues to wax stronger on the and you ask why is the load crooked; and the man says look at Nigerian Stock Exchange. my legs, they are crooked. How would there be jobs when the companies that are trying to employ and manufacture goods are How will you compare your company with its being killed by some of the policies in the industry? competitors; what will you say is its magic wand? We are all just deceiving ourselves because the people who Competition is always going to be there. Yes, we have a brand name are supposed to be doing the manufacturing are closing down that has been known and respected over the years; what we have every day. It’s very disheartening. Our environment is not friendly tried to do is intensify and improve our service delivery, making sure to investment. You too you must know how difficult it is to produce that customers are treated well when they reach our retail outlets by your magazine. engaging in various strategic promotions to reward our customers Business people face harassments for one thing or the other for their loyalty over the years. from various quarters. That’s how we are shooting ourselves in However, one of the challenges we have about the competition the foot. If we don’t change that attitude to encourage enterprise in our field is the regulation. Regulation in the sense that they and investment then we have a long way to go and meanwhile (regulations) are not applied on an even scale. So, while a regulator our population is not stopping because culturally we like to have will come to a particular place and take a very hard stand depending children; we say they are the blessing of God. on who and what are involved, they may go to another place Meanwhile, we are not planning for it by saying how is the where, if the language that is spoken is appropriate, they may get country going to be in 5-10, 20 years’ time; if we don’t address some away with just about anything. Meanwhile, we are all supposed to of these fundamental problems, what we saw of EndSars aftermath compete in the same market. is just going to be a child’s play, that will become the order of the So, it’s tough when you want to obey all the rules and do things day. the proper way and you have an industry where anything goes. So We very much need to be careful as our population continues to far and so good, I believe that we have been keeping our heads grow. Even all the people running away to Canada, what percentage well above water as we continue to deliver value to our customers of the population are they? Very small. How many people can and that’s why they have remained loyal to us over the years. We run away? The situation is quite disheartening. But then, there is are not the biggest but we strive to be the best both in terms of our hope that somehow, someway we will be able to overcome these result and performance and also in terms of service delivery to our challenges and move forward because the alternative will be very customers. terrible. What is your unique selling proposition in terms of How will you assess the transition of your business from making your business future fit? Mobil to 11 Plc, and its positioning, till date? The company itself has existed for over 107 years; so it’s one of It has been quite interesting for me personally because I have been the oldest companies in Nigeria. Before it was named Mobil, it was involved in the company for a long time. By 29th of December I called Mobil Exploration Nigeria Incorporated, MENI. At that time, it would have been with the company for 40 years. I stepped into the was just involved in kerosene marketed in tins with lids. company as a 23-year-old, after my youth service and now I’m 63. As for making the business future-fit, I think that, first and So, I’ve been very much involved. foremost, you have to continue to be relevant to your customers. If Historically speaking, for the first 20 years it belonged to Mobil you want to continue to exist, then you have to be able to meet up Oil; for the next 15 years it belonged to ExxonMobil which was a with what the customers want; and that changes from time to time. merger of Exxon and Mobil; and now it belongs to NIPCO Plc. It’s In our business, the world is gradually moving to gas and been a very interesting period. renewable energy, and so on, so if you stay and do not evolve to be What I will say is that over the last 3 years, the new owners able to market those products that the customers are demanding have a lot of confidence in doing business in Nigeria; so they have

MARKETINGEDGE / January/February 2021 55 PERSONALITY INTERVIEW then you will become irrelevant and the world will move on. We are not like the fashion industry or the magazine or whatever where it’s so much about emotional impact that determines choices. Things like: do I like how your magazine looks, or the ambience of your hotel, etc; people must buy petrol today but the time will come when maybe there will be more cars using gas than those using petrol. So, if you don’t evolve to be able to use gas and other renewable energy like electricity or whatever, then you will not be relevant. Therefore, I think that the number one thing that has sustained the company, over time, is to have what I will describe as evolving to meet customers’ needs and requirements over time. Then we have also tried to be sustainable. We continued to pour money and invest in the business over the years Our practice over the years has been to continue to invest in the business so it can be sustained over time. You can encapsulate that in the concept of sustainability in all that we do; we make sure that we are putting in money so that we can remain relevant to our customers not only this year but in the years to come; and you have to watch the trends. Although in our industry trends don’t change like you have it in fashion; fashion trends could change every two weeks but that, notwithstanding, when I started this business all the pumps which we used to sell were mechanical; if you opened them you would find lots of moving parts and all sorts of wheels and things like that, like an old wrist watch. But, today, if you open the pump it’s more of electronics, the moving parts have been used. So if we were still using mechanical pumps, today, customers will say these people are not moving with time. Hardly will you go to any station now and see a pump that is not electronic. That’s how the business is sustained constantly wondering what are the Total boys doing, what are they over time coming up with, and how do I equip myself to perform in this area, so on that basis after I worked for about two years, I went to do an MBA in Marketing. Looking back at your days in marketing, how will you While there, I did the Chartered British Institute of Marketing compare it to now? Diploma; I also did the diploma in market research. I did all these Technology has made a big difference. In the early 1980s I was in to equip myself so that at least by way of educational background I Ife/Osogbo sales territory, covered Ile- Ife, Osogbo, Ilesha, etc, and would have enough to serve me well in that particular area. at the end of the month when I would need to collect and collate Well, I would say that the practice of marketing in a petroleum figures, I would have to drive to all my stations over two days so that marketing company may not be as detailed and as aggressive as I could collate calculations. the FMCG environment. As you may already have known, someone Today, you can easily send group message to all your dealers via selling Bournvita or beer, or those kinds of products will be engaged WhatsApp. Technology has as well moved beyond that, as they are in marketing almost 24/7. placing their order, it is inside the mainframe in the office. All the But because the nature of our business is such that, first and Manager has to do is log on to the mainframe to check his figures foremost, the products at least in Nigeria, more or less, has a fixed or get it on his phone. Back then, of the 40 stations, only two had price; there is not much difference, we cannot sell at different prices telephone lines; that means when I left the area office on a Saturday per se. Until now, one of the handicaps of having a fixed price to go for my weekly round, I have only two opportunities to talk to means we all end up buying the same product, but if we have been my area managers in the office. deregulated a long time ago, the older people among us will know Now, the TM can send WhatsApp messages. Thus, technology there was a time we used to sell Super in Nigeria. has led to cutting down employment. The stations are connected That was a higher grade of petrol and it cost more than the online to the mainframe to monitor reports. Technology has made general grade everyone else was buying. Not every station had it. people more productive compared to the past where you would But today even if you are driving a Rolls Royce, you’ll put the same spend so much time travelling and moving around. petrol that someone who is driving a small Toyota is putting. That is some of the differences that I see in the whole sphere as Whereas those Rolls Royce were actually made for a higher far as marketing and how we used to do business is concerned. specification of petrol and engine oil but because they are not available, and Nigerians say they must drive it that’s why people are Your coming into marketing, was it deliberate or putting the same fuel specification in their cars. coincidental? I would say, therefore, that the marketing professionalism wasn’t It was deliberate. When I finished my first degree, I read Economics as much in our own kind of company compared to companies so I had a wide spectrum of knowledge. I intentionally looked for where there is a product manager, brand manager, and all such; we a first degree that would permit me to branch into anything. If I rarely have that much. wanted, I could have gone into banking, accountancy, but then I had But increasingly, particularly on the side of lubricants, we are to look at what goes with my personality, and I looked at the whole having to adopt many FMCG practices in our marketing approach. concept of marketing, how do you convince customers, why do they Pricing becomes more important, the nature and packaging of come and buy your own products compared to the other persons. the product, the product quality, the promotional activity, all I used to see it, especially when you are looking at yourself and those things are becoming more important to us. Now, we don’t competition it’s almost as if it’s like you are in the Premier League do promotions for petrol because it’s the same price I can rarely together to win over more customers, more business, so you are get so much advantage out of doing it and more so the margin is

56 MARKETINGEDGE / January/February 2021 PERSONALITY INTERVIEW controlled and fixed by government. not necessarily be the richest people. Much of today is measured by how much money you have and for me your wealth is associated How will you describe your rise through the years? with the name you have, how you are seen, and respected in the What are the most memorable moments and the most society, and not necessarily how much money you have. challenging moments? I wouldn’t want to be seen as someone who is very rich and then when I walk around, people will say don’t mind him, the man is First and foremost, as I explained earlier, this is a journey of 40 years; involved in this and involved in that. I am far from perfect; but I think so obviously just by mere definition it has taken time. It is a case of I strive to improve and be better; and have a name that when people step by step, from one level to another, from one level to another will talk about me, they will have something positive to say. level, slow and steady. I am involved in a lot of things not only National Institute of A lot of young people will see you today and say 40 years? Why Marketing of Nigeria, NIMN, I am on the council of Lagos Chamber must you stay for that long in just one place? In their own case, of Commerce and Industry, LCCI; I am also on the council of the they will want to be like the MD after just two years, and if it’s not Institute of Directors (IoD) of Nigeria. So, I am involved in quite a happening, they will be looking for a quick fix, how they can beat it, number of things and it’s my own way of giving back my experience you are now looking at me in my situation today and then you that and all to improve the society, particularly from professional came yesterday you now want to jump through that and want to do standing. what I am doing, it doesn’t work that way, most of the time.

It has been an interesting journey. I have had the privilege of working all over the world, all over Nigeria; there’s no state in Nigeria What is your management mantra or philosophy? I think the most important is to walk the talk. When I tell people that I haven’t visited. I have worked in several countries US, UK, that I have not missed any day of work this year, that means it is Belgium, Cameroon, Ethiopia. In all that, you have to be consistent, including the lock down period. I was going to work every day. you have to be persistent, you have to set very high standard of Because we sell petrol, we were considered essential services and quality of what you do, starting with yourself; and generally, even that means people have to get to the place to load our petrol to before somebody challenges me, I am challenging myself to do distribute it so that there is no scarcity of petrol in the system. I things better and perform better at every point. cannot tell people to be leaving their houses to come to the office I think also that integrity helped me along the way because and say because I am MD I can sit at home and be phoning them. I you will have various temptations of doing one wrong thing or the always lead from the front. other to make something good and in such situations I have always I am always one of the first people to get to the office; I am in chosen not to go that route. the office before 7 and generally I am one of the last people to leave. Obviously, this journey of 40 years I started with a lot of people, I try to live by example. I will not tell you to do something I’m not many fell by the way side either because they were found wanting, prepared to do. So, if I tell you don’t steal the company’s money, not meeting the standards or trying to take short cuts and all that. I be sure I am not stealing the money myself. I feel that way, people thank God that one has been able to weather the storm. follow your leadership by the natural tendency. There have been various challenges along the way; also, being In my interaction with the staff, they have said often times there a marketing person and being on the field I had my fair share of are certain great things they have done in the company just because very dangerous and fatal accidents. I had one accident on Ore-Benin they look at me as the MD; and that gives me a lot of satisfaction, expressway; my car summersaulted 4 times the four tyres were up! and I think you cannot be telling people don’t do this when you are Luckily, I was held by the seat belt and I managed to get out of the doing it. This is one of the problems we have in Nigeria. car; but the car was a write-off. Our leaders generally want to live off the country. They are Then, over so many years you would have so many bosses, some saying the population should tighten their belt and weather the you would get along with very well, some, the contrary would be storm. If people saw the leadership also sacrificing and tightening the case. I had a boss who said “I’m going to finish your career in their own belt, the people will follow without hassles. But you’d Mobil, I will make sure there’s no future for you”; but as God would see that when an ordinary commissioner will be going to Abuja, 20 have it at the end of the day, he was the one who eventually left the people will follow him! For what? You want 25 people to carry your company for me. bag? If you go to many offices you will see a boss having like 10 Incidentally, as life would have it, he needed something from personal staff, all at the expense of the company. the company many years later and I was now the MD when he had to write requesting for the assistance; and when I saw his letter, I just laughed. I was now telling my staff that the man who wrote this letter pleading for the company’s assistance to help him with this issue was my boss many years ago and he promised me in this same Apapa that he would see to the end of my career and now the letter is meeting me on my table as the MD of the company. Technology has made people My personal motto has always been “Work and Pray”; the two go hand in hand. I am not the type who believes that if you go and more productive compared to spend 24hrs praying and you don’t prepare you don’t do your work, the past where you would spend as far as I’m concerned you are wasting your time. Then pray that “ God will give you the opportunities. That’s the story. There are many so much time travelling and stories within the story. moving around. Who are the role models that guide you? My role models have always been what I will say corporate giants That is some of the who have distinguished themselves, not necessarily the most flamboyant, noisy people, but people who stand out and are known differences that I see in the for having a good name and having integrity like Chief Osunkeye and others. These are the people I became close to over the years whole sphere as far as marketing and always seize every opportunity to listen to them and find out and how we used to do business how they have lived their lives and what they have done. For many of them integrity is a very important thing; they may is concerned.

MARKETINGEDGE / January/February 2021 57 PERSONALITY INTERVIEW We are positioning the QSR category to replace the traditional – Eat’N’Go boss Ilyas Kazeem is the suave and upwardly mobile Marketing Director of Eat’N’Go Limited, a leading Quick Service Restaurant (QSR) brand in Nigeria. This was meant to be a ‘THANK YOU’ visit to the corporate office of MARKETING EDGE Publications recently; but it soon snowballed into an interview session. For this consummate marketer that knows his onions, the opportunity to tell the unique story of an innovative brand, like his, wasn’t going to be lost and, indeed, he was a reporter’s delight. No sooner had he sat down after pleasantries than he started regaling the editorial team with his deep insight and knowledge of the highly competitive QSR market in Nigeria. He reviewed the outgone year; took a look at the new year; and made a forecast of the future for this exciting industry in Africa’s largest market. Excerpts: in terms of marketing; we focused on media that have high ROI and we diverted the spending into media platforms which we knew would really drive the business aking a look at year looked at; we looked at other markets that forward. We also changed the overall 2020 in the general were hit before Nigeria, like Italy, the US, marketing communications of the business. Nigerian economy and how they were reacting to it; we took That was how we were able to push through and the QSR industry learning from them and we applied all of last year. It was a tough year, but for us we that. Matter-of-factly speaking, before the in particular; and were able to push through and deliver as government instituted wearing of mask and projecting into year much as we could. By the end of last year, face shield, we started doing that in our 2021 for both? we actually opened quite a number of new stores and in our offices. In fact, we started stores; we expanded a lot, and we kept There’s no doubt that last year was a tough doing that right from January; we started recruiting and expanding. We entered into year, given the global pandemic and the monitoring the places on daily basis right Kano, Aba, Asaba, Benin all in in 2020! Tattendant crisis that defined the year. from then. Going into 2021, the first and key In our organization, the moment we We also looked at our budgeting to focus for us is safety, ensuring that staff found out about the pandemic, the first see what was realistic. So, we took up a lot members and customers are kept safe. For thing we did internally was to set up a crisis of initiatives to ensure that our business now, we are doing almost the same thing management team to help us manage the would continue, like the zero-contact we did at the beginning of the pandemic, situation and that helped us to navigate the delivery, delivery for the Cold stone side like instituting the compulsory wearing of whole situation. This kept all the members of the business, and curb side delivery, by face mask and , temperature gun. we have of staff and customers safe. which when you come to the store you don’t an application to monitor the temperature We as a business know that we are need to get out of your car; we would come of all of our staff members; every morning operating in a service industry; and, as to serve you right in your car and you don’t we have our crisis management meeting to such, the last thing we would want to have interact with other people. All of these ensure that we are abreast of developments, is a case of COVID infection in any of our have ensured that we continue to stay in from the COVID point of view, staff welfare stores. Safety was a first priority for us last business. While others were struggling to point of view, and so on. To us, you can take year as it always is in all our operations. We stand on their feet, we were miles ahead of the buildings, you can take our businesses know that if we can keep the place safe, the the industry. That really helped us, last year. but you cannot take our people. So, the first rest will be easy for us to manage. We also ensured that we spent wisely We had a lot of initiatives that we priority for us is the safety of our people

58 MARKETINGEDGE / January/February 2021 PERSONALITY INTERVIEW

programme. This year, our plan is for about 1300 kids as we continue our support, we’ll keep increasing the number and the kids we have in the system. We’d continue supporting them and we’d keep adding new intakes to them. We are trying to expand as much as possible even to our global team. For example, last year we extended such a gesture to an international initiative in the US; we donated some amount to it. We also have staff donation; apart from what we as a brand give out, members of our staff also get to donate voluntarily from their pay to support the kids. I also wish to encourage other businesses and industries to be committed to this. Truth is, education is what we must have to ensure that we have a bright future; yet, as we speak, we have millions of kids that are out of school, today.

The grand entry of Eat’N’Go brand its penetration of the market has been so unique and so inspiring; what factors or strategies or models have been responsible for this? (cuts in) We have a very strong team that is passionate about the business. We have a very strong leadership team that is professional and comprises of people who have worked across different businesses in the world; we have this collection of people with a very strong Managing Director/CEO. as well. The second thing is that we do a regular understanding of the market; we have brand and market survey for market understanding. We try to translate the business to be in tune with Nigeria; we keep driving innovation to ensure that we are giving the consumer the very best of what they are expecting. Thus, it is a function of having a very strong team, at the same time being in tune with the demands of the market in terms of the need of the consumers. People are eating every day, even if we fill the sector with foods that are not the traditional food of Nigerians. Again, we are playing in a sector that is emotive. People still want to go out, have fun, celebrate and be with family and friends. That is where we play and that is what is guiding the growth. At all times, we ensure that we keep in trend with the movement of the consumer and we are over satisfying their expectations. That has been the bedrock of the growth. Remember what I said earlier, using three key words – that it is all about the people; ensuring that we give the very best of food, and driving with the best of innovation. These three key terms are actually the bedrock of our success.

With a benefit of both hindsight and foresight, what do you see of the QSR and our customers. That is because with business in the foreseeable future? the people, no matter what happens, we can In Nigeria today, retail business is still a little underdeveloped compared to other markets. rebuild the business. It can’t even be compared with Kenya or South Africa. Here, in Nigeria, the QSR business Next to the safety of our people and is still coming up. Here, the habit of many is to eat more of snacks while eating out; and go our customers is ensuring that we prioritise home still eat traditional foods. offering the very best of food services to Interestingly, when I joined Eat’N’Go in 2018, one of key objectives was to change the our customers with the best technology orientation of Nigerians when it comes to pizza and move it away from a snack to a food. ever. For us therefore, this year will be That was one of the key things we have been driving since 2018 – that you don’t need to about food, people and technology, driving cook after you have had a box of Pizza because it is food. operations in the best innovative way You know that in this part of the world, everybody still wants their Eba, Jollof rice or possible. Amala after a box of Pizza. But we are saying that you can decide not to cook and have Pizza for dinner; there are a lot of options of side orders which you can have with it as well – like How much of CSR (Corporate Social fries, chicken, chocolate – all of which gives you a combined meal such that you don’t need Responsibility) will you do this year? to cook afterwards. That was the positioning that we made from 2018 to ensure that for Interestingly, even with the pandemic last lunch you don’t need to go for your traditional meal, you can have a small box of pizza and year, we committed to sending 1100 kids to that will satisfy you fully. school with about 55 million Naira for 2020; Some of the launches that we had from 2018 to 2019 were about a repositioning of and we shall continue with that this year. the business to serve as new replacement. For instance, the small Pizza was launched as Actually, it’s something we are a replacement for traditional lunch, i.e, a box of small pizza with a small bottle of coke is passionate about to ensure that we get enough for you to have lunch. For the dinner segment, we launched chairman size that can certain kids back to school and keep them serve as family meal. there. The way we look at our business is Over the course of the year, we launched some other side items, like the Shawarma, that the more we expand from business and we are expanding it into some other menu as well, so that you have that full option of point of view, the more we increase our making the QSR category a new replacement for, traditional cuisines. We are committed to contributions to society. With the expansion keep driving the growth of the QSR business. we have in the second half of last year In the foreseeable future, what we see is an expansion of QSR business, especially now and the expansion we are looking forward as we move forward to become a mum’s helper, becoming a new replacement, , so that to having in 2021, we will certainly be people can make a choice to say I don’t have to cook today, I can have a box of Pizza; I can increasing our commitment for the kids’ take my family out, that will save me the stress of having to be in the kitchen, I can order for delivery.

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Today, we play in the 25-minute Vitamin C, bottle of sanitizer, etc. Mind you, delivery guarantee segment, where within it was not really making profit for us, it was 25 minutes of your order you get your pizza actually a consumer need. We want to keep and if it is not delivered in 25 minutes, We have a very strong team our consumers safe and for us, we felt it is we give you free Pizza voucher as a also a way of giving back to the community. compensation for the delay. that is passionate about Coming to 2021, we asked ourselves All of that is trying to grow the entire the business. We have a what are the burning concerns of category to a point when you don’t need to “ consumers; and we looked at it as a business spend so much time in the kitchen. It saves very strong leadership that where in this grand scheme can we you time, saves you energy and you can come in to make life easier for consumers at use that time to do something productive. team that is professional the end of the day. Like I mentioned, we put With all of that, we see a quick growth in the consumers at the centre before we make the segment. And also, with globalization, and comprises of people any decision or take any step. with urban movement, with the millennials who have worked across coming up, there is a lot of trend in the Are you into franchising; or it is lifestyle of Nigerians. People go out now, different businesses in largely owned and controlled by more than they used to 10 years ago, there the world; we have this your company? is a lot of family hang out, lot of dates, that First of all, we don’t do any franchising. All will improve the whole of the QSR segment. collection of people with our stores are company owned. Eat’N’Go Therefore, we should expect a growth is a master franchisee for Domino’s, Cold in the QSR community and a rise in the a very strong Managing Stone and Pink berry for Nigeria and also number of competitive players. The more for Kenya. We have a source like a central the players in the segment, the more the Director/CEO. as well. kitchen, where we make all of our raw growth of the segment as well. A lot of materials. people are going to come into the country Our central kitchen is at Magboro; it is with more offers and more options for the questionnaires, interviews, all of which where everything comes and it is where we consumers and that will generally build actually guide us to improve. Apart from distribute to all our major centres in Lagos. another category of the QSR segment. knowing where we are lacking in terms of We have another one in Abuja servicing the service, people give us an idea of what the North Central; we just entered into Kano, so You are doing a lot and the consumers want from product innovation it is also servicing Kano. We have another consumers are warming up to point of view. one in Port-Harcourt that services the embrace the brand, what is the If you actually look at how we have whole of South East and South-South. We feedback you are getting, what is moved from 2017, 2018 up till date, you are not franchising, the stores don’t make mechanism in tracking feedbacks? would recall that around 2018, our pizzas their products, everything comes from a We have a lot of touch points to ensure we called bread and stew. We took that central kitchen and it is distributed. that we stay in tune and in touch with feedback seriously, coupled with consumer Eat‘N’Go is a company; then we have consumers, but I will talk about a couple research, and that was when we came out major brands under the company. Right of them from the stores segment where, with the new menu launched around 2019, now, we have Domino’s Pizza as a brand, after you order from the store, the store that we called “taste the extra” . It addressed Cold Stone as a brand and Pink berry as calls back a day after; we call it call-back those consumer’s purchased barriers. By a brand; and each has its own business. segment, we do random calls of 20 to 40 then, we were having dry pizza; but we While, Domino’s is focused on Pizza as a people from the previous day, that is like a addressed that, relaunching the entire brand core; Cold Stone has ice cream as a core, life feedback. and that has been the bedrock of all the while Pink Berry has yoghurt as a core. Each All our social media sites are also innovations we have had even up till date. of them has its own central kitchen because an area for us to collect feedback. Our the cores and expertise are different. Are there any other elements that Instagram, Facebook, etc., are open to In terms of the pre-packaging, it is comments. Once you come to our page to you can collaborate with to ensure driven by two major insights. We have make a comment regarding our service, that whatever is needed for taking some outlets that are Domino’s only, there we reach out to you directly immediately the pizza is done? are no Cold Stone brands in such outlets; to ensure that we find out what happened, Today, we serve the regular beverages in yet people want to come and have Pizza which service store was it, what the issue the stores. Like I have said repeatedly, for and have ice cream at the same time, the is, and then we try to rectify immediately. us the key factor are the consumers. If we concept is called drive and go. Most of our We keep that two-way interaction with our find out that our consumer needs are driven stores are actually multi-faceted now; you customers open. behind having many foods in the stores, we most likely see a Domino’s and Cold Stone We also have emails where you can will. This was exactly what we did during outlet in the same buildingt;. , in the second send in your complaints. We also have the COVID period. During the lockdown, instance, some consumers don’t want to something we do on our website where we conducted a consumer research to wait for the scooping experience, they just we rate ourselves; for every order, we get understand the needs of the consumers want to come in, pick up a pre-packed ice a rating. You rate the order, you rate our during that period. We found out they cream and go, even now that we have a Cold service, and we look at these reports on a needed essential items like sanitizers, face Stone outlet where you can scoop, people regular to see the improvement. masks; and they were afraid to go to stores. want to just come in and pick a pre-packed The last part of it is that we do our We decided make available those essential ice cream and go. Even in other market like regular consumer research; we reach out items, where you don’t need to go to Kenya today, this is the order of the day; we to our regular customers on a regular regular market, you can come to a normal have that pre-pack in retail outlets. basis, 2-3 times a year, through surveys, Coldstone outlet and you can get a bottle of

60 MARKETINGEDGE / January/February 2021 BANKING & FINANCE TOP OF THE MARKET GISTS, JESTS & JABS . . . Gists, Jests & Jabs With John Ajayi

Digital marketing: New fear in the age of new normal?

his article is not or do all their shopping online. agency duties and responsibilities. He intended to be about The ability to speak with authority on observed that margins have continued to definition of terms. topics related to a product is a common shrink for the media agencies as clients are Nonetheless, the way phenomenon. Indeed, the advent of digital joining the trend of digital marketing by good journalism works; marketing to all intents and purposes is accessing the consumers out there without it is always advisable a blessing in disguise. However, despite the support of third parties which the not to take the readers the beauty and desirability of digital media agencies represent. More critical for granted. Having said this, it won’t be a marketing in today’s brand management and challenging for the media agencies bad idea to direct our readers attention to business, feelers emanating from a critical is the fact that the traditional media of the meaning of the real issue at stake, and sub-sector of the Integrated Marketing advertising have been witnessing an Tthat is “digital marketing” Communications sector have revealed incredible decline in business volumes As popularly known through that there are palpable fears about the all unlike in the past when it held sway. Investopedia description, “digital encompassing unique selling points of The advent of digital marketing marketing is the use of the internet to digital marketing. appears to be re-writing the media reach consumers”. It is a broad-field, Specifically, the Media Independent rules and practice as regards consumer including attracting customers via email Practitioners in the country appear to be engagement. content marketing, search platforms, social feeling the pains and pangs of the all- Succinct and explicable the arguments media and more. Some of the benefits inclusive benefits of digital marketing. At appear to be; the question that agitates of digital marketing in contemporary the recently held MIPAN business outlook the mind is: “what can practitioners in the businesses include: lower costs and higher conference, the President of the august media independent space do to mitigate flexibility for marketing efforts. In today’s body Mr. Femi Adelusi expressed fears or curtail the growing influence of digital world of marketing, the brand owners have over the effect of Covid-19 pandemic but marketing, especially its aggressive ready and easy access to the consumers noted more specially the fact that “digital incursion into the media space. most of whom rely on their mobile phones marketing has been taking over media Perhaps, the Media Independent

MARKETINGEDGE / January/February 2021 61 GISTS, JESTS & JABS

Practitioners would have to do more group has envisaged this new reality that innovation has truly become the rule introspection as the incursion and knocking on its door but perhaps thought rather than the exemption. No doubt influence appears largely unstoppable. it won’t happen on their business in the business margins in the traditional media Reason? It is the major determining factor immediate. The association President, will shrink further, this does not mean for business growth and profitability in the Femi Adelusi had in his opening remarks that the players in the media sector cannot age of new normal. Being the precursor of at the occasion hinted at the need for create their own blue ocean from the the new normal, digital marketing in the members of the group to be ready to adapt emerging reality. present situation and circumstance of a and adopt with a view to evolve. For instance, why can’t MIPAN world on the throes of Covid-19 Pandemic His words: you will agree with me members lead a structured and organically has assumed greater relevance in planning that 2020 was a very challenging year for organized digital marketing initiatives and business execution. us as MIPAN and of course to all the key on buying and planning strategies with For almost a year or so now, most sectors across various industries not only technology based tools that will reasonate corporations have embraced a new work in Nigeria but internationally as well. with the brand owners.? culture that is rooted in the digital space. But we must adapt and evolve, even as But more importantly, all Business owners and enterprises are up- we continue to navigate the new normal, stakeholders in the integrated marketing grading their skills and competences so as because the excuses of 2020 will no longer communication sector must accept the to become more digitally savvy. Whatever be tenable in 2021”. new reality and the compelling need to were the old ideas and culture of work is What else can be said? Since the deliver more values to clients like never gradually paving way to digitalization. players already know what the new game before. As it were; it appears the MIPAN requires, it needs no gain-saying the fact Ad industry in reboot m ode

t is certainly not the best of times severe cuts in investment among major all sectors shouldering advertisement in almost all sectors of the Nigerian product sectors as a result of the impact of investment fell to an estimated $51.4bn economy, and yet it is not the worst coronavirus outbreak. (-16.3%) for the year. of times either. Nonetheless, the In the out-gone year 2020, the Worst-hit media platforms during the reality on ground in the Nigerian traditional media of advertising was said review are cinema (-31.6%), OOH (-21.5%), marketing and advertising to have faced a tough battle with almost an magazine (-21.5%), newspapers (-19.5%), ecosystem is worthy of a sober reflection. absolute downgrade of $96.4bn, compared and radio (-16.2%) and TV (-13.8%). Before now, the industry was attractive, to Warc’s previous global forecast of 7.1% Online advertising was not completely profitable and glamorous. growth made in February last year. This shielded from the decline as the growth IIronically, today, the story is not report was based on data from 96 markets in internet almost grounded to a halt at completely the same as the industry worldwide. Specifically, the traditional +0.6%. faces the challenges of the new normal media fared worse than the COVID-19 In Nigeria, the total annual advertising occasioned by a series of COVID-19 pandemic which has ravaged the world across media platforms, totaling about pandemic onslaughts on humanity. without mercy for over a year now. two-hundred and fifty billion naira is Feelers emanating from Warc, a global The international marketing believed to have recorded a decline of adwatch and research agency, appear to intelligence service agency further about 5% in the out-gone year. According paint a very gloomy picture of a possible revealed that the impact of COVID-19 to Nairametrics, a data and research growth in advertising expenditure in the on advertisement investment shows that agency, “ABMP spend annualised for New Year. Reason? The global agency global adspend in 2020, including travel & 2019 was about N114 billion compared to forecasted that global advertising spend tourism (-31.2%), leisure & entertainment N116.394 billion spent in 2018 and N101.8 would fall by $49.6bn (8.1%) to $563bn (-28.7%), Financial services (-18.2%), billion in 2017 by Nigeria’s blue-chip this year. This has been adduced to retail (-15.2%), automotive (-11.4%) and companies alone”.

62 MARKETINGEDGE / January/February 2021 BANKING & FINANCE

GISTS, JESTS & JABS

The research indicated that big adspend occurred mainly in industries with stiff competition as they jostled to draw consumer attention while giving for their pockets. It stated that the brewery n Nigeria, the total annual advertising sector comprising three musketeers of across media platforms, totaling about two- Nigerian Breweries, Guinness Nigeria Plc “ and International Breweries spent about hundred and fifty billion naira is believed N 41.6 billion in 2018 compared to N 36.4 I billion in 2017. ABMP data in the first to have recorded a decline of about 5% in the 9months of 2019 suggested that they had spent about N39billion almost within the out-gone year. According to Nairametrics, a data same period. MediaFacts, the periodic market and research agency, “ABMP spend annualised trend information booklet published for 2019 was about N114 billion compared to by Mediareach OMD is out again on newsstands with its latest edition pointing N116.394 billion spent in 2018 and N101.8 billion to ever-increasing decline in overall advertising spend across the Nigerian in 2017 by Nigeria’s blue-chip companies alone”. media landscape. According to the details of market trend information contained in its most recent publication, the decline in N33.5billion recorded in the previous year, frustration and in some cases due to some advertising spend, experienced in the the total ATL ad expenditure for radio alleged irreconcilable issues with their past three years in the nation’s media, in 2018 remains N10.1billion, as against incumbents. continued in 2018 with a drop in total its performance of N12.4billion in 2017. At the global level, most account above-the-line advertising expenditure Outdoor did not fare better as its adspend reviews have been put on hold; no thanks to N81billion, as against the N88billion dropped to N29.4billion in 2018 from the to the COVID-19 protocols and the risk of recorded the previous year, 2017. N33.5billion it attracted in 2017. defiance some multinational brands have The market watcher stated that in Interestingly, the nation’s taken to summarily renew old contracts the past five years, the growth trajectory telecommunications sector still remains with their incumbent agency handlers. concerning adspend in the nation’s the highest spender in the ATL category However, back home, some pitches are media has not been too encouraging. For with MTN and Airtel topping the list being held in hushed tones and under the instance, besides 2015, when the adspend of Top 20 Advertisers for the year with table to fulfill all righteousness and get the was put at N97.9billion, a significant adspend of N7billion and N3.6billion, Board’s approval for performance. improvement from 2014 performance which constitutes 13% of total adspend in The implication of all these is that of N93billion, the industry has been the category, respectively. Others in the competition has been in abeyance while experiencing a free fall in the past three category include state governments, Nestle players, in a “siddon look” posture, watch years. Specifically, the adspend attracted Nigeria Plc and Reckitt Benckizer Nigeria how the entire game will pan out. Be it by the media in 2016, 2017, and 2018 were Plc. over or below-the-line, activities around N91billion, N88billion and N81billion, Although there has been conflicting brands are few and far between. respectively. This is a pointer to a steady reports about the actual total advertising Most players in the integrated decline in ad fortunes of the nation’s media spend in Nigeria, what is sure and marketing communications sub-sector which comprises TV, radio and outdoor. undisputable is the fact that adspend has have strongly embraced the “work from Over the years, MediaFacts has declined since last year with the outbreak home” culture, a major feature of the new become a key resource for marketing of COVID-19 pandemic. normal, ostensibly to reduce operational professionals in West and Central Africa. As the pandemic continues to ravage costs while still staying afloat. The remote According to the latest edition of it report, lives and upset businesses around the work initiative may appear desirable besides the press, which recorded a world, baring its aggressive fangs on and attractive; it is nonetheless taking significant growth of 18.4% (N20.8billion) humanity with the mutating variants in the the shine off the glamorous advertising spend in 2018, as against the 2017 spend second wave, the advertising sub-sector agency business. How quickly the present of N17.6billion, performances of other remains at the receiving end of the battle. situation is remedied will depend largely media such as TV, radio and outdoor in Feelers emanating from most creative on the breakthrough that can be achieved 2018 revealed that they did not attract the advertising agencies revealed that the in curtailing further spread of coronavirus type of adspend that came their ways in the agencies and the practitioners are in reboot and its mutating variants. The sooner previous year. mode. While clients are reluctant to call the COVID-19 pandemic is resolved the For instance, while TV could only for new pitches a few audacious clients better for the world and the advertising muster N29.4billion in 2018, as against who do are believed to be doing so out of sub-sector.

MARKETINGEDGE / January/February 2021 63 PREFACECOVER STORY TO COVER Global digital explosion: Creative content still holds the ace By AMOS OLADELE

This has naturally given rise to a clutter of some sort in the digital ecosystem. This is where content in general, and creative content in particular, comes in. As the cliché goes, “content is king”. As a corollary to that, one can say that creative content holds the ace. According to Allin Brand, a Toronto based branding services company, creative content is an umbrella term that is used to describe the various forms of enriched multimedia that should form a core part of your online presence and marketing strategy. If well developed and deployed, creative content will help a brand to cut through the clutter and earn well deserved voice, face and place in the digital space. Some of the most important types of creative content include but are not limited to: Visual content (videos, images, and infographics); Blogging; Case studies; Ebooks and guides; Social media posts; User-generated content; Newsletters; Research and data; Webinars; Podcasts; Q&A posts and interviews; Interactive content and tools and Live Chat. Each of these could be looked at in greater details with a view to spelling out how and why it works. When it comes to where to get creative content, one must be quick to state that it is quite impracticable for most businesses to warehouse all of the above in their offices and operations, especially because of their personnel, technology and financial implications. Here, then, come creative agencies (across the IMC ince the advent of digital revolution in the industry sub-sectors) that employ all of the skilled professionals so later part of the 20th century, there has been that businesses wouldn’t have to, and who will connect businesses a big shift in both marketing and human with diverse bespoke services at affordable rates. The agencies at communication. To date, nothing has disrupted all times strive to ensure that their clients get great returns on their and re-shaped life and businesses more than creative content investment. the Coronavirus which sneaked up on the In Nigeria, as it is elsewhere in the world, creative content is world through China in December, 2019 and fast becoming an integral part of a vast creative industry which, snowballed into a global pandemic within today, is the next significant player in the country’s economy after months. oil and agriculture. Interestingly, while the COVID-19 pandemic has become One of the leading lights in Nigeria’s creative industry, who an unprecedented challenge, it has also turned out to be a offers very rich creative contents to a plethora of clients in the tremendous catalyst for change. One of such positive changes country, Jane Maduegbuna, Executive Director, Afrinolly Creative which it has foisted on humanity is the speed of digital Hub, is our torchbearer for this edition of your darling magazine. transformation around the world. In fact, there is already an Hear her: “I am one of those people who believe in the rich Sexplosion in the digital space. Now, more than ever, digital has and greatly immense potential contained within the Nigerian become the primary channel for most people, including brand creative Industry and its ability to deepen and widen her global owners, marketers, consumers and even governments across the footprints. Yes, we might have experienced a setback, as have most globe. sectors of our economy, including world economies. Today, in all geographies and economies, there is a new-found “Yet all I see is an urgent and hungry fight to bounce back drive for every brand (corporate, product, and even personality) and claw back or redeem as much as necessary those lost times. to have a voice and/or a face in the digital space. This is in I’d say that in all, it wasn’t a bad year, especially for those who have recognition of the fact that your brand, no matter how great, won’t been putting in the groundwork before the outbreak of the global sell itself in either the digital or traditional space. There will always pandemic. For a few industry players, it’s been a case of plug and be the need to know how to get people’s attention and market an play, recovering as much as possible”. experience to them, because experience has the power to make consumers want to get involved with your brand. Happy reading!

64 MARKETINGEDGE / January/February 2021 PERSONALITYPERSONALITY INTERVIEW COVER INTERVIEW Nigeria’s Creative Industry potential is huge, says Jane Maduegbuna, Afrinolly Boss

Jane Maduegbuna, Nigeria’s cre- ative content Amazon is a trained lawyer and creative content en- thusiast; who is currently making waves within the world of Apps, Entertainment, Contents and Mobile Distribution platform via the Afrinolly app – www.afrinolly.com. This awe- some experience has birthed “The Afrinolly Creative Hub”; opened for the provision of creative platforms and economic opportunities for established and emerging film- makers (Content creators), mobile technology developers, innovative voices (Screenwriters), animators (Graphics and VFX), contemporary artists and the cultural industries, where she holds the position as the founding Executive Director, Legal and External Networks. In this exclusive interview with MARKETING EDGE, the amazing creative content Amazon speaks very eloquently and insightfully about the huge potentials in the Nigerian Creative and its contributions to the nation’s GDP. She also attempts a forensic review of the industry; Nigeria’s creative and operating envi- ronment; the covid-19 pandemic and takes a look into the future of both her business and of the industry. It’s simply vintage Jane Maduegbuna.

MARKETINGEDGE / January/February 2021 65 PERSONALITY COVER INTERVIEW

ow will you assess How did the local creative the current industry fare compared to the economy being international scene in the year? in recession and I believe that is obvious, especially as the challenges of captured in the news. Every economy enterprise? has felt the bite of the pandemic, no The Nigerian economy, like every one was spared. Most sectors of the other economy in the world, is currently economies worldwide have not fared too experiencing a downturn – its worst well, as the evidence of the pandemic Hdisruption in recent history – brought onslaught has left an indelible call on by the Coronavirus global pandemic card and scars. And so, the homeland and oil price shock. The country is visibly (Nigerian) Creative industry has not battling to claw its way out from under been spared the beatdown. this oppressive and debilitating state of However, we can see innovative being. Active discussions and deliberations pushbacks, with Movies premiered via towards moving out from under this state digital platforms, Music Artistes fully into a more proactive economic revival utilizing digital music download services one seem to be actively moving in the right to sell their songs and other platforms to direction. Now, back this up with action promote their songs, engage and garner and we can begin to experience a state huge followership. example, we had a project that was slated of economic awakening after the covid I think the Nigerian Creative sector to take off in February 2020 – MTN Y’ello assault. looks have managed to hold our ground, Star. Due to the pandemic, stalled in At the same time, they are experiencing considering all. March 2020, we ended up jump-starting blossoming in some areas – innovative the program in October 2020. We lost 7 Ideas are being deployed, taking advantage Talking about creative content, how months in the process “Shrugs – c’est la of Technology and the Digital Space/ has it been in 2020? vie” – Such is life! Platforms to leapfrog and carry on If you have been paying attention, you However, every stumbling block ended activities, events and projects despite the would have noticed that it has grown up to our advantage. This our God is truly gathering restrictions of the pandemic. further especially the thirst for Nigerian AMAZING! I can testify that we (Afrinolly Music, Movies and Creatives in general. Creative Hub) are beneficiaries of God’s What is your general assessment of Going from Beyonce’s album BLACK IS great Grace (laughs gleefully). the year (2020) as it relates to the KING, featuring a respectable crop of Nigerian creative industry? Nigerian Artistes and Creatives behind the What do you consider to be the high I am one of those people who believe in scenes as well. points of the industry so far, this the rich and greatly immense potential In addition to that Netflix’s partnership year? contained within the Nigerian Creative and greenlighting of movies with strategic My high points are the following: Industry, its ability to deepen and widen filmmakers; and a huge increase of * The partnership of Netflix with certain her global footprints. Yes, we might have Nigerian movie uploads on Netflix among content makers. That, to me, heralded a experienced a setback, as have most other creatives defying all odds to attain sign of new beginnings and great things sectors or Economies for that matter, global recognition.. to come within the industry. around the world. Again, I will surmise that it wasn’t a * The purchase and upload of so many Yet, all I see is an urgent and hungry bad year at all. We have a lot to be pretty Nigerian Contents, also on Netflix was fight to bounce back and claw back or thankful for. (eyes lit up with joy). amazing to behold. redeem as much as necessary those lost * Completion of our behavioral change time. I’d say that all in all, it wasn’t a bad In what ways has the COVID-19 content in paid partnership with year, especially for those who have been pandemic impacted on the creative MacArthur Foundation and Ford putting in the groundwork pre-Pandemic’s industry in Nigeria? Foundation Okiripoto - Season One. advent. Now for these few, it’s been a case Honestly, it was such a huge impact. As it * In addition, having aired on more than of plug and play, recovering as much as was internationally. 13 TV stations around Nigeria (Africa possible. What with the mandatory home Magic Family) was fulfilling. As was the case of Afrinolly Creative restriction order (for good reasons * Finally, shooting and airing the MTN Hub, on MTN Yello Star Music talent though), social distancing, face masks, etc. Y’ello Star in partnership with two reality project. Once we had the release I mean, how could it not affect the Creative formidable partners – Henley Business to run with the format developed for the industry? This industry, as we all know, School and Berklee College of Music, reality show, we wasted no time at all in thrives on contact, up-close and personal was an unbelievable high. I still haven’t deploying our various partnerships (with actions when in creative mode; how else surmounted from that high – Lol. It has Henley Business School, UK - with which can you act when you are far apart, not been a year of miraculous wonders for we have had a fruitful and long standing allowed in the same place or distanced, me, for sure; in spite of how it all began! relationship since our collaboration for unable to make the necessary connection * I would also not forget our music the British Council Nigeria Creative to create the believability of the movie/ artiste attaining great heights at Entrepreneur programme, NICE and content? Now that sucked! the Grammys and all. Outstanding Berklee College of Music, USA). Nevertheless, people found other ways achievements! I’m so proud to be The grand finale was aired nationwide to be creative and engage creatively. But Nigerian... on the 13th December, 2020. truth be told, it did put a damper on things. Using Afrinolly’s situation as an And what are the low points?

66 MARKETINGEDGE / January/February 2021 PERSONALITY COVER INTERVIEW

The deaths, I would say – whether directly needed to embody within this project. It due to COVID-19, or outside of it. Some wasn’t going to be for us “another Music were wake-up calls and rude shocks. Reality Show”. Ibidun Ighodalo’s death, for instance, hit We needed to embrace the principle me like a thunderbolt. I don’t know why, of equal opportunity (regardless of time really. and space restrictions). And we knew It was indeed an unusual year, without a doubt that only technology could incomparable to no other in recent years, afford us the level playing field to realise unforgettable year for sure. But thank God these parameters . Hence our “Digitally for the gift of life, RESET and grace to enhanced slanted pitch” as an answer to overcome and recover all. the project. Technology spoke to our hearts’ call, he creative industry Have there been any new paradigms/ towards our overarching thirst for tangible T new normal in the industry, this and sustainable impact within this potion is looking“ really sexy to year? and indeed, all value points of our goal- Indeed! With the advent of any anomaly, oriented value chain . both local and foreign there will always be a paradigm shift and Thank God for Creative Ideas from His champions. It will be crazy for there not throne room. investors right now, as to be. Nigeria’s GDP has proven These things always come as RESET How attractive or otherwise has buttons, to either draw our attention the creative industry in its various its revenue generating to something(s), change the clime or genres to both local and foreign attitudinal focus or general cleansing of the investors, in this market? prowess, and promise old to usher in the new. The creative industry is looking really Most of us have often deployed the sexy to both local and foreign investors to deliver higher yield, use of digital platforms in carrying out right now, as Nigeria’s GDP has proven if properly harnessed our various assignments, for work or its revenue generating prowess, and relationships. However, there has been promise to deliver higher yield, if properly and tended to. When a deluge of movement towards the harnessed and tended to. When you embracing of these platforms as person- read through the entertainment pages of you read through to-person contacts has been restricted due magazines - or newspapers, they support to the pandemic and issues surrounding my views. We just need to hold the ground the entertainment personal safety and wellbeing. as a delectable, fruitful tree; ripe for the pages of magazines or Both the technologically savvy and picking, whose fruits deliver the mouth tech-virgin or tech-adverse, was given watering juiciness that the eyes envisioned. newspapers, they support a choice in the matter. You either find And by God’s grace, the rest will be stories a tech-platform that works for you, or to be recorded in platinum history. my views. risk devastating business loss (more than already recorded) or/and stay in limbo What would you say are the major – incommunicado.. challenges confronting the industry We just need to hold the This year has seen a leap in the in Nigeria? knowledge of tech-know-hows; digital Challenges? Hmmn… ground as a delectable, platforms advancement and the rise of the It seems that some still find it difficult new TECHIE Outlook, both in business to embrace the technology within the fruitful tree; ripe for and personal lifestyle. I love it!! creative sector. These are platforms when the picking, whose It is amazing to read the recorded rise deployed, only help to expedite production in the search, embracing and the adoption processes that would have been arduous fruits deliver the mouth of these technologies and platforms – by tasks. These are investments that are worth both young and old. It has truly been their weight in gold. watering juiciness that a huge behavioural and paradigm shift Collaborations – We see few of these indeed in human relations and business. (collaborations) rising and doing great. the eyes envisioned. What a year! You go fast on your own, but you go far And by God’s grace, the At Afrinolly Creative Hub, when we together - MORE COLLABORATIVE pitched and won the role of the Technical EFFORTS. rest will be stories to be Partner to MTN for the Yello Star, I believe that we will see the advent of Season 1, we couldn’t have predicted the mega brands and teams to the betterment recorded in platinum COVID-19 pandemic. But our pitch was of the Creative landscape in Nigeria. It has history. for an encompassing digital outlook. already begun.. Little did we imagine that COVID-19 Access to funds:- Now because most will validate all our postulations and banks can’t seem to understand this sector recommendations. or haven’t found round pegs for round We just believed in our guts and holes to manage their desks with regards knew that digital savviness, the idea of to the creative sector, getting fundings for inclusiveness, gender balance and far ideas is almost based on who you know reaching impact, were parameters we within the banking sectors. Also, most the

MARKETINGEDGE / January/February 2021 67 Because it is such an unusual sector, with themselves. They were Afrinolly Creative a cycle like none other (Manufacturing, Hub production, not ceded to independent Real estate, among others), its return on producers for Afrinolly, but managed investments baffles them. Film investment wholly by us. I am so proud of how far is not for the fainthearted. we’ve come and our transcendence. God It is a labour of love with long term has truly been both merciful and gracious returns; but yields plenty in honour and to us. And we are so, so grateful. fame, before it triples and quadruples its Okiripoto - series and MTN Y’ello Star financial yield. are telling evidence of God’s overwhelming You, however, must understand the love, with lessons learnt. business-behind-the-business of the game and then it opens the treasures within its Has there been any shift in your chest. If not, you will be frustrated. business models and operational Like any and every business, there’s philosophy? a science to breaking even and making Change is the only constant thing in life. profit. Those that know, know how. Evolution is a sign that one is growing The banking sector will do well – and not stagnant. There is always a as some smart ones have already – to shifting, shaking, a separating and fine employ competent hands or consultants tuning in life, as in business. that understand and can help unlock the At times like these, one must pay treasures contained within this sector, both attention to certain pointed clues for themselves and the greater good of the and telling signs; It is called the art of creative ecosystem. Kudos to those who “Watching the state of your flocks and have already embraced these challenges – diligence to give careful attention to the they know themselves. And, I thank them herd”. If the state of being at that point in for their bravery and foresight. time isn’t working, you should be diligent I can only add that “Fortune favors the enough to change or tweak it. brave”. And like every living thing, we evolve. What this morphs into will be seen in our Creatives haven’t yet understood that this Let’s talk about your company, modus operandi and business output very is a business - Entertaining yes, but still a Afrinolly Creative Hub. soon. Stay tuned in.. business. Afrinolly Creative Hub serves as the first Creator’s Space for filmmakers, What has been your company’s How can these challenges be screenwriters, mobile technology staying power in this challenging surmounted? developers, animators, musicians, artists year? You have to keep good books and be ready and other creatives in Nigeria. The Hub Simply put, God Almighty. Word of to present your offerings in a light any seeks to institutionalize global best direction from His throne room. entrepreneur/investor or funder looking practices and integrate the next generation It’s been a grace-fueled year like no in can understand without a dictionary or of Nollywood and Music artistes. other. Grace gave us the humility to accept encyclopedia. Simple, unpretentious and Afrinolly Creative Hub seeks to and embrace change in whatever form it unconvoluted. facilitate exchange opportunities and came, both painful and sweet; and with Throwing down a selfish mindset; network development between Africa’s every total embrace, we found pleasant taking up an ecosystem enabling mindset entertainment practitioners, in the first surprises at the end of each journey. and the desire to grow the industry and not instance, and between Africans and We are totally surrendered to and just your pockets. international entertainment practitioners dependent on God. He is our source, If all we are looking out for is vain- in the area of live content production and provider and the One we ultimately call glory, bragging rights and titles, #End distribution. upon and beholden to. And He is faithful SARs would be just a tip of the iceberg. to provide, protect and promote His own. Collaborate more. How far has its vision been fulfilled; We have embraced technology and its It doesn’t take a lot to give back and and its mission actualized? ability to effect easy, permeating, cheaper support each other (especially the serious I can honestly say that God has been truly and crosscutting change. That has helped ones who have done their homework and faithful and gracious to us. It has been us also. invested skin in the game). an eventful journey, filled with awesome But you must remember, our Some solutions I believe I have surprises and amazing open doors. foundation was in technology. Hence mentioned above in highlighting the Nevertheless, we aren’t close to His best for in whatever we do, if we can’t deploy challenges. us yet; we have only begun our ascent to technological solutions in answer to the take our rightful place by His grace. challenge, then it most likely isn’t for us. Generally speaking, how is the Plus, we take loads of risks. Crazy, Nigerian business environment How has the company fared in 2020? sometimes scary ones, I tell you. enhancing or inhibiting the creative It was a year of beautiful surprises and I thank God for converting them all for industry? open doors. our good. I can honestly repeat one major hindrance We have forged collaborations, - “access to funds”. deepened and consolidated partnerships, What are the challenges? How has The banking sector can’t seem to put executed two projects which were well the company coped? their fingers on the pulse of a movie cycle. received - all our very first Productions in As all businesses, we face challenges, be

68 MARKETINGEDGE / January/February 2021 PERSONALITY COVER INTERVIEW it financial, human, capital, lack of cutting-edge equipment or technical capacity to operate these equipment. The list is endless. And like all businesses that wish to remain relevant, we train, find capable hands and fine tune our operations, keep our books in a state that can enable us to look sexy and attractive for financial backup from the banking sector or interested investors. Plus, we stay open to possibilities.

Let’s talk about your various products and service offerings to your clients. What are they? At Afrinolly Creative Hub, we offer loads of services as we are constantly tooling up and upgrading our services in order to better cater to our clients. *We offer training, often in collaboration with organizations, who would like to partner with us to offer bespoke training solutions for their targeted audience, like Facebook, British Council, Google, etc. *Production of Contents – 360 degree production. From script development, content development pre-post production – subtitling, the whole work. TV series, reality shows and capacity for creating and shooting of brand adverts. *Music – Scoring, end-to-end music recording, voice over and lip-synch dubbing. All of these are just a few of the services we have capacity to provide, most times in collaboration with our Partners.

What stands those offerings out and gives them an edge? At Afrinolly Creative Hub we invest in modern state-of-the-art equipment to help enhance the output of our services. Only the best for our clients – from the Davinci Resolve machine for post production, to the updated Camera and lenses, to using best practice platforms like to deploy projects efficiently. We also have the privilege of bespoke and elite partners who are willing and more than capable of adding immense value to whatever we undertake. The likes of Henley Business School, Facebook Video Storytelling Bootcamp which held from January UK; Filmakademie, Germany; Berklee College of Music; Virtual 28-30, 2020 at the Afrinolly Creative Hub, Lagos. Exchange and others The three-day event was organized in partnership with We also invest in the training of our staff overseas with the Facebook as part of the #FacebookForCreators initiative, and was aid of our partners, to further equip them to adequately carry out graced by Grade A Entertainers, Movie Producers and Directors. these projects. At the end of the immersive training experience, participants were armed with new knowledge on how to better tell their stories We’d like you to take a brief look at your company’s through videos. participation at British Council Creative Enterprise Support Programme; its technical partnership with the MTN Y’ello Star: MTN Y’ello Star and its hosting of the Facebook Video For us at Afrinolly Creative Hub, it was a creative enterprise Storytelling Bootcamp. project with a show on the side. It was pointedly focused at The first was a British Council initiative, and we won the bid for capacity building within the Creative Entertainment industry and the Film Strand alongside Henley – the British Council’s Creative empowering the participants and the industry in general with best Enterprise Support Programme. We were privileged to have been practices and required knowledge to better help them understand a part of both the NICE(Nigeria) & CESP (Ghana) programs in and educate them around the business behind the music business collaboration with our partners Henley Business School. With and tool them up to function and compete more effectively in the Nigeria, we were the lead in the training and for Ghana, we played global arena. the support role. Our partners were Henley Business School, Berklee School of Both Creative Enterprise support programmes were geared Music, Filmakadermie, Black magic and virtual Exchange. towards: A two-week intensive for 50 entrepreneurs. • A rapid (about 9 weeks) pre-incubation programme for What is the significance of these partnerships to the 25 entrepreneurs providing training, business support and continuing evolution of the company? mentoring, access to workspace, and access to equipment within These partnerships are crucial and strategic to us, hence the the workspace (for making, filming, editing, etc.). engagement of these elite organizations. We have a strategic trust • Grants to 5 entrepreneurs to develop business plans, start/ for 2021 and these partners speak to the heart of our intentions for scale up existing fashion and film businesses in Lagos. all our projects.

Facebook Video Storytelling Bootcamp: In what ways have they benefited Nigerian youths and In line with our key objective of creating platforms for creative other stakeholders in the industry? entrepreneurs to learn, collaborate and create, Afrinolly hosted the I believe our track record speaks for itself. From the inception

MARKETINGEDGE / January/February 2021 69 PERSONALITY COVER INTERVIEW of our business, it was more than just Media and Entertainment. wife (and partner in life and business), a business, but with elements of Ministry With the influx of Influencers, Mother, Serial Entrepreneur, Executive infused within it. Once you follow all our Consumers needing an ever escalating Producer, Mentor, Curator of talents, projects, you’d find them speaking for thirst for immersive experience which incurable optimist and a lover of the themselves. the entertainment industry has loads of, humans. Triggering these partnerships, we you’d be shooting yourself in the foot and A consummate Godgirl. A believer have been able to increase and further reducing your brand equity if you do not in the power of redemption and grace to develop human capacity building within take full advantage of the opportunity to effectively change lives... our organization and the creative sector in engage with your audience. Plus it doesn’t I am a lawyer by training; a lover of general. hurt that these digital gatekeepers are books, lover of the horror/thriller genre, *We have sent a couple of youth off for warehousing your target audience. suspense/mystery and who-dunnits; and training in Germany in collaboration with an introvert who has a love and fascination Filmakerdemie. This is our 2nd year in this How well or otherwise have brands for people, that draws out the extrovert training. been doing this? contained within. *We trained and caused to be certified Current trends have highlighted a huge the 1st African Colourist in Davinci rise in Brand Ambassadors and influencers How did you come into the creative Resolve by Black Magic, UK. And have engagement. These gatekeepers warehouse content business? trained and certified some others after these audiences, their followers who are In 2011, after we won the 1st Google that. fiercely loyal, and there will be a gate fee to developers challenge, to test our *Berklee College of Music with the 1st be paid to access them. hypothesis on the Creative Industry – to 6th position inners of the MTN Yello Smart brands engage and negotiate to Afrinolly Creative Hub was set up in 2016. Star summer 2021. reap the rewards. Zuckerberg wanted to see the creative *Henley business school, UK - A lot of Nigerian Brands have followed hub of Nollywood, Nigeria’s phenomenal Collaboration in the training for the British up on this trend; and good enough, they film industry when he came to Nigeria in council (Nigeria and Ghana). are the better for it! September 2016. Afrinolly Space was port * Facebook - In the collaborative But this has to be done intentionally of call. Afrinolly is a creative hub created partnership training - Digital and not because they have social media for the provision of creative platform and Skills acquisition (around Nigeria); numbers - Square pegs in square holes. economic opportunity for filmmakers, Naija Storyteller Bootcamp with screenwriters, mobile technology Key Screenwriter of the American What is Afrinolly’s plan to expand developers, animators and other creatives. groundbreaking series INSECURE; And its business operations as a pan Since then, we have played host to then the Video Storytelling bootcamp and African brand in the years ahead? many more elite visitors. These are the few etc. We have huge plans in the pipeline, and I’ll that come to mind: *Google - Digital Skills acquisitions divulge once we have set up all appropriate *Mark Zuckerberg - Facebook, *Darren training and Video production. machineries in motion. The yam is still Walker - President Ford Foundation, LESEP - Training in collaboration with steaming, once it is fully cooked, I will *Hilary pennington - Executive Vice UNDP and the Lagos state employability invite you to sit at the table and chat. But President Ford Foundation, *British MPs, Support Programme. until then, please wait and see (“laughs *Regional Director Sub Saharan Africa- These are a few that come to mind at mischievously”!) Moses Anibaba, *StanbicIbtc - Wealth this point in time.. And more to come. Creators Team, *MacArthur Foundation What international business - Vice President ( Kristen J Molyneaux) and What are your company’s engagements are your company team, *Henley Business School - Global projections for the new year (2021)? focusing on going forward? Dean (John Board) and Vice Dean Africa 2021 is shaping to be a remarkably busy; As with my answer above, you will just (Jean-Pierre Choulet), *UNDP - Country and amazingly productive year from have to wait and give me a minute. When Director Samuel Bwalya, *Malik Yusef - 6 where I’m standing and looking outwards. the appropriate time comes, all things will times Grammy Award winner; and the list We have new projects starting off; be made plain and revealed. goes on and on. continuation of some projects paused due However, the winner of the MTN Honestly, this is not exhausted by a to the prevailing constraints of COVID-19. Y’ello Star will be recording at the Berklee long short. The list is truly long. And others pushed forward in the hope of College of Music Power Studio NYC with This only attests to the goodness of fully consolidating them due to lack of time Malik Yusef (6 times Grammy Awards God in our lives and business, allowing – It is already December and we’ve run winner and Y’ello Star Judge) later next Kings to witness our rising in accordance out of 2020 available calendar months… year, once all plans have been put into to His word and promise. “Smiles”. place. And the 1st - 6th place winners will I see Greenlands and fruitful pastures.. attend the summer school at Berklee by How has it been? God’s grace. It has been amazing, interesting, hair Entertainment has become a raising, irritating, annoying, heart major marketing tool for brands to In what other markets are you stopping, aggravating, exhilarating, connect with their audience. What planning to set up shop? unforgettable and awe-inspiring all at once! factors are responsible for this? You will have to wait and see. The whole But I would not change this pathway for The economics of the whole landscape field is ripe for the picking and we are alive anything. has made this development expedient. to all possibilities. As perplexing and complicated as It’s either you engage or suffer the it may sound; it has ushered me before consequence. Who is Jane Maduegbuna? kings... Digital Marketing has taken a leap in Jeannie (Jane) Ezim Maduegbuna is a

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1. Gold Winner at MMA South Africa SMARTIES BUSINESS UNUSUAL 2020 2. British Council partners Afrinolly on (NICE) programme 3. Afrinolly Creative Hub featured on CNN Marketplace Africa 4. Afrinolly participates at the British Council Creative Enterprise support programme 5. Afrinolly Creative Hub recently hosted 8 teenage interns participating in LEAP Africas iLEAD programme 6. Darren Walker, President Ford Foundation Afrinolly 7. Mark-Zuckerberg visits Afrinolly and sees the digital future of Nollywood 8. Afrinolly Hosts the Facebook Video Storytelling

PROFILES

Advertising Council of Nigeria and Fellow of National Institute of Marketing of MARKETING EDGE Nigeria. Her competences include Business Strategy, Product Innovation, Marketing Fireside Conversation Research, Content Marketing, Branding, Digital, Media, Shopper Marketing, Influencer Marketing and Brand Journalism. FACILITATORS Dolly as she is fondly called, is passionate about inspiring young Nigerian professionals to be more than they thought they could be and her positive attitude Fidelity Bank, Glo, MTN, Etisalat and tireless energy is geared towards (now 9Mobile), FSDH, Indomie, DStv, encouraging young entrepreneurs to work MultiChoice, British American Tobacco, hard and succeed. Cadbury corporate, TomTom, Cadbury For an accomplished amazon that has Bournvita, to mention a few. broken several ceiling glasses, she has Ozone is a motivator, a teacher and a remained a shining light to the younger mentor to hundreds of Nigerian youths. He generation in Corporate Nigeria. believes in creating ample opportunity to In her spare time, Dolapo likes to every willing heart not out of charity but review brand campaigns, volunteering because it is the common good that holds and spending quality time with family and us together. friends. He is always both bold and proud to disclose that six in every ten millennials in Ozoemena Mbanefo Nigeria’s advertising industry are alumni of is the founder Oxygen Academy. It is his dream that the of Nigeria’s foremost adschool of brands lives of six million youths are changed in and marketing communications, Oxygen the country through the oxygen platform. Academy, otherwise referred to as 02 Notably, Ozone is the brain behind the Academy. installation of the first 3D zebra crossing in Ozone,as he is fondly called, started the Nigeria, an idea that is now duplicated in Academy in his two bedroom apartment other parts of the country to help make the in 2007, and within the first four years, he Nigerian roads safer for pedestrians. offered free brand communication training Passionate, driven and determined to over two hundred Nigerian youths! are just a few words that best describe Ever since then, he has never looked Ozoemena Mbanefo. back in being a ray of hope for the young generation, creating a platform for would- Tunji Adeyinka is the Group be young professionals. Managing Director of The Republicom Armed with an Higher National Group, a full-service agency group with an Diploma(HND) in Mass Communications inspired agenda to transform businesses from the Institute of Management and in Africa by offering strategic business, Technology, Enugu, the creative wizkid marketing and communication solutions to has mastered the craft of Art Direction meet their needs in a new digital age. and brand communication with finesse. Tunji has worked on different brands Significantly, Ozone has broken many in several sectors covering Technology, barriers in his professional trajectory. Telecommunications, FMCG, Finance and With over 19 years of experience in Healthcare for over twenty eight years. the advertising industry, he has harnessed The Republicom Group provides services his core values to achieve corporate goals. covering Communications, Consulting, His experience spans over a decade with Technology and Strategy Dolapo Otegbayi is the Specialised leading advertising powerhouses like Tunji’s work experience has spanned Nutrition Director at Nigeria’s foremost LTC/JWT, Insight Communications (now the agency business where he worked dairy company, Frieslandcampina Insight Publicis), DDB Lagos, TBWA/ in MC&A Saatchi & Saatchi, Tequila WAMCO. Her experience spanning over Concept, Bates Cosse and 141Worldwide Nigeria, Rosabel and Connect Marketing 21 years in the management team of the (now NITRO 121). Services. He also has some experience in company has earned her rave reviews in This cerebral professional has worked the telecommunications sector where he the marketing communication community. on local and multinational brands like: worked for seven years. In 2017, she was listed on the Top 50 Fanta, Limca, Goldspot, Eva table water, Tunji has a Masters in International Marketing Professionals and received Calypso coconut liqure, Shell, UBA, Relations from University of Ife and an the award for Outstanding Woman in WEMA BANK, Knorr cubes, Close up, MBA from the IESE Business School, Marketing in Nigeria. In 2018, she was Lux Lipton, NB Plc corporate, Ecobank, Spain. His first degree was obtained honoured with the Marketing Thought Legend Extra Stout, Diamond Bank, LG in English and History from the same Leader Award. She is a member of Electronics, Sony Electronics, Conoil, university.

MARKETINGEDGE / January/February 2021 73 PROFILES

media organizations, including The Punch Otis Ojeikhoa is one of the leading Newspapers where he was Group News lights in the experiential marketing Editor, City Editor and Group Political sector of Nigeria’s integrated marketing Editor. Lekan Lawal is a marketing communications industry. A former Managing Editor, Online communication, business development, A professional cum entrepreneur, Otis, and Special Publications of the prestigious sales, and marketing expert. He is the as he is simply called, is the founder and ‘The Nation Newspapers”, Lekan has founder and CEO of m778ng; a purely Chief Executive Officer of Brands Optimal, garnered over 30-years meritorious business communication consultancy a front running experiential marketing experience in the profession which earned offering strategic services which include agency in Nigeria, with footholds in him commendations for outstanding strategy design and development, brand Nigeria and Ghana. The agency was performance before setting up his personal design and development, strategic founded in 2010 (but it started operations media firm, ‘Media Career Development communications, and market entry in 2015) on the principle of doing ordinary Network’, (MCDN), that focuses on strategy – and Sensei8, a knowledge things in extra-ordinary ways training, research, mentorship, consultancy, promotion intervention. Before founding his own company, this as well as other media related issues. A consummate marketing iconic experiential marketing practitioner A passionate media trainer and communication professional with over 17 had garnered over 15 years marketing and counsellor, Otufodunrin has organised and years’ experience, Lekan has since 2008, sales experience with nine of those years facilitated various impactful media training recorded year-after-year success achieving in Senior Management positions. He was programmes for all categories of journalists revenue, profit, and business growth Country Sales Manager at Kodak; and in Nigeria and in Africa which has enhanced within startups, turn-around and rapid Managing Director at Brand Footprint. the careers of participants. change environments. He has enjoyed It is on record that Otis designed and Lekan, through Media Career a robust ascent providing marketing executed successful major brand building Development Network which he founded, communication solutions in different campaigns for such clients as P&G, has provided regular media career capacities and different sectors including Airtel, Cadbury, La Casera, SABMiller, mentoring, coaching and networking advertising, international development, PernodRicard, Diageo, Coca-Cola, Reckitt opportunities for journalists to maximize information technology, and financial and Guinness from Strategy to Execution, the potentials of the profession, some of technology. Monitoring and Evaluation. whom have risen from being reporters to Lekan was appointed in 2018 as the As should be expected of such a deeply editors. Chief Operating Officer at Leo Burnett experienced and vastly exposed egghead, In furtherance of his media career work, Lagos; a globally active advertising Otis has been recognized, honoured Otufodunrin has a number of practical and company based in Chicago with presence and celebrated through several awards. media industry relevant books to his credit in 85 countries including Nigeria and These include, but are not limited to, which includes Purpose Driven Journalism, South Africa. He provided leadership, Experiential Marketing Personality of Excelling in Journalism, Reporter direction, and impact for the business in the Year award which was conferred on Extraordinaire, Journalism of My Life and Nigeria for two (2) years. him by MARKETING EDGE, Nigeria’s The Journalist You Ought to Be. He was also the Business Director Numero Uno and award-winning Brands, He has bagged numerous awards for at Noah’s Ark, the award winning, Advertising and Marketing focused his professional practice and media career internationally acclaimed, independent magazine. development work from media training departments of Polytechnics, Universities, advertising company between 2015 and Institutes and media organizations. 2018. Quite significantly, Lekan led the He holds a Bachelor’s and a Master’s company to profitability despite the Lekan Otufodunrin is a media degree in Mass Communication from the recession witnessed during that period. expert, journalist, as well as media career University of Lagos and a Certificate in Prior to his current role, he had development specialist. He is the Executive Advanced Digital Writing from the School always operated within the corridor of Director of Media Career Development of Communication, Pan Atlantic University, business development providing paths to Network, Nigeria’s foremost media career Lagos. profitability to organizations and value to mentoring and coaching organization, and Otufodunrin is a fellow of some clients. the Managing Editor of mediacareerng.org. international media fellowships, including, He is a former Sunday Editor of The Thomson Foundation, Cardiff, Poynter Nation, and has worked for various Institute (School for Journalists), Florida

74 MARKETINGEDGE / January/February 2021 BANKING & FINANCE FirstBank empowers Next Generation of Nigerian innovators and entrepreneurs

hat did (the various territories the very nature of innovative products that were later to be and services created by young minds to amalgamated into) Nigeria solve real problems facing society and Wlook like in 1894? How about a hundred the business systems they put in place in years later in 1994? And what could form of student companies to successfully Nigeria look like in the year 2094? History produce and market the products and provides elaborate answers to the first two services sustainably and to impact their questions. Answers –accurate or near- local communities. Consider the growing accurate answers, that is – to the third, problem of fire accidents and deaths from however, will rely entirely on the ability to gas explosions resulting from gas leakage predict/envision the future and work to in homes, offices and industries. The invent and create the predicted future. students from Taidob College, Abeokuta, With a continuing shining legacy through their student company, TC of nation building – supporting Achievers, created an innovative solution innovative financial, commercial and to address it. other developments in Nigeria and even TC Achievers produced a domestic and innovativeness and enterprise and a Africa – one bank is already projecting industrial gas leakage detector – a device passionate desire to solve a real problem beyond today to the year 2094 – exactly which raises an alarm and sends SMS to facing society that were at work when TC 200 years from its founding in 1894.The the owner’s mobile phone once there is Achievers and Inventive Explorers devised bank, FirstBank of Nigeria Ltd, is not just any gas leakage. Their innovative device their award-winning innovative solutions, predicting a bright, innovative future fetched TC Achievers first position in the the first runners-up in 2018, Brain Max, for Nigeria but is going all out to foster regional competition in Ogun State and at the student company formed by student what is required to invent it. FirstBank the national level in Lagos, earning them representatives of Government Girls is putting its money where its mouth is. the right to represent Nigeria in Ghana Secondary School, Abaji, Abuja designed The bank has been betting the farm on at the 2019 African Company of the Year a website and software application for Nigeria’s young and emerging generation competition. Taidob College emerged from connecting local produce farmers directly for decades. Ghana with four awards, the most by any to their customers. Brain Box also won Take the last two decades, for example. of the participating Junior Achievement Best Corporate Social Responsibility FirstBank has been involved with Junior member countries, including Botswana, Project Award on account of which they Achievement Nigeria (JAN) for over Eswatini (Swaziland), Gabon, Ghana, visited camps of Nigeria’s internally twenty years as one of the many ‘fronts’ Kenya, Mauritius, South Africa, Uganda, displaced persons (IDPs) to provide in the bank’s engagements with the next Zambia and Zimbabwe. The Nigerian financial literacy and entrepreneurship generation of Nigerians to collaboratively representatives won the following: Client education to occupants, including helping create the bright, innovative future Focus Award, Entrepreneurial Spirit the IDPs to secure seed funding. It was that Nigerians dream of. For ten years Award, Facilitator of the Year Award and the same inspiration for the second now, FirstBank has been supporting the were second runners-up for Company of runners-up, Sharon Glory Ventures, the National Company of the Year (NCOY) the Year Award. student company formed by students competition, an extension of the JAN The 2018 National Company of the of Sharon Rose College, Saki, Oyo State Company Programme, designed to Year competition winners who went on who produced a water-level indicator to help senior secondary school students to emerge the grand winners at the Africa enable homeowners to determine the level better understand how businesses are Company of the Year competition in of water in their tanks. Sharon Global organised and operated. The students Ghana same year, Inventive Explorers from Ventures also received the award for the will be required, during the course of Caro Favoured College, Ajegunle, Lagos Most Innovative Product. the competition, to develop a business were concerned about traffic accidents, In 2020, given the global COVID-19 plan, establish production and sales of especially in areas with school children pandemic, the FirstBank-sponsored goods and services for their company, crossing busy streets. Their innovative National Company of the Year competition monitor progress toward goals at regular device, a rechargeable handheld LED will be conducted virtually. The virtual department and company meetings, traffic light, was designed to solve this format will, however, not take anything maintain complete financial records, real problem faced by various congested away from the allure and competitiveness compile a report to stockholders, and communities. Besides the grand prize that the competition has been noted liquidate the company at a given period at the Africa Company of the Year for over the years. This year’s unique with the support of a volunteer. competition, they also brought back home competition, holding on Saturday, 12 FirstBank’s partnership with JAN the Access Award, given to the business December 2020 at 3 p.m. (West/Central on the National Company of the Year that best exhibits the principles of global African time),will bring together six competition has meant a decade of connectivity. outstanding student companies across impact and innovation illustrated by Guided by the same spirit of

MARKETINGEDGE / January/February 2021 75 BANKING & FINANCE

Nigeria to lock horns for a lifetime opportunity to carry Nigeria’s flag at the JA CBN issues QR Code framework Africa Company of the Year competition later in the year, and possibly repeat the feat achieved by the 2018 Nigerian amid financial system stability representatives. The Virtual Company of the Year (VCOY) competition is the culminating point for the implementation of the Virtual Company Programme. The goal of the VCOY is to create a signature showcase for JAN and the students who benefited from the impact of the digital JA Company Programme. This pilot programme will be in two stages where the first stage will identify the top business ideas from each region and select the top five most viable business ideas and reward them with seed funding to fully develop their ideas into businesses. The second stage of this competition sees the introduction of top professionals across different sectors who would serve as the panel of judges to determine each student company’s he Central Bank of Nigeria (CBN) Nigeria; Participants in QR Code Payment performance against a set of established has issued a framework for in Nigeria; Responsibilities of Participants criteria. Judges look out for evidence of Quick Response Code (QR Code) in QR Code Payments in Nigeria; Risk innovation and application of new ideas in TPayments system in Nigeria as a modality management and compliance; Dispute all aspects of business and select the best to ensure safety and stability in the Resolution; Infringements and Sanctions. team to represent Nigeria at the Africa Nigerian Financial System, to promote the Quick Response (QR) Codes are Company of the Year competition. use and adoption of electronic payments a kind of matrix barcode representing Whichever student companies emerge and also to foster innovation in the information presented as square grids, as winners of the 2020 National Company payments system. made up of black squares against a of the Year competition, one thing is The apex bank said framework is contrasting background that can be certain: All the participants, not just at to provide regulatory guidance for the scanned by the imaging device, processed the national level but also at the regional operation of QR Code payment services and transmitted by appropriate technology. levels, will join the ever-growing and in Nigeria with the aim to ensure the According to CBN, QR codes can rapidly-expanding crop of young minds adoption of appropriate QR code standards be used to present, capture and transmit engaged, trained, prepped and reoriented for safe and efficient payments services in payments information across payments in a FirstBank-sponsored empowerment Nigeria. infrastructure. The technology also is said programme to become innovative and CBN stipulated framework includes: to enables mobile channel to facilitate entrepreneurial thinkers and problem Acceptable QR Code Standards for payments and presents another veritable solvers. The bank is supporting such implementing QR Payments in Nigeria; avenue for promoting electronic payments programmes so the young participants Interoperability of QR Payments in Nigeria; for micro and small enterprises. will join it in the arduous task of nation QR Code Specifications for Payments in building and inventing the desired future for Nigeria. FirstBank is confident that the young minds who come through the JANCompany of the Year competition will be Nigeria’s future Steve Jobs, Bill Stanbic IBTC discontinues Gates, Warren Buffet, Jeff Bezos, Mark Zuckerberg, Richard Branson, Larry Bureau de Change operations Page and Sergey Brin. In their time and in the envisioned future for Nigeria, the country will stand tall, unintimidated tanbic IBTC Holdings Plc has by her Western counterparts, having announced its disengagement from been catapulted to the status of a leading Bureau de Change operations with developed nation by the young and Slicense relinquished. emerging generation FirstBank has been The announcement was made betting big on for years. known in a statement signed by the bank Secretary, Chidi Okezie, and made available on Nigerian Stock Exchange (NSE) official site.

76 MARKETINGEDGE / January/February 2021 BANKING & FINANCE

According to the statement, the Industrial and Commercial Bank of China lockdowns, and social unrest. discontinuation of operations of the BDC (ICBC), the world’s largest bank, with a With a projected N111.9 billion in net business was primarily driven by changes 20.1% shareholding. insurance claims in 2020, insurance firms in regulations. It is said that the action will “Also, Standard Bank Group and under review spent about 31% more on affords customers with the opportunity ICBC share a strategic partnership that claims during the year compared to the of purchasing foreign exchange (PTA and facilitates trade deals between Africa, N85.3 billion incurred in the whole of 2019, BTA) directly from Stanbic IBTC Bank at China and select emerging markets. and more than double the N46.1 billion any of its branches nationwide. “Standard Bank Group is the largest paid out in 2016.Net claims as a percentage The statement read: “The intention African financial institution by assets. of premiums have risen from about 54% in is to repurpose this subsidiary for other It is rooted in Africa with strategic 2016 to about 68% in 2020. business venture in the near future, and representation in 21 countries on the This is evidence that the Nigerian stakeholders would be duly notified when African continent. economy faced significant challenges in all engagements have been concluded in “Standard Bank has been in operation 2020 as the covid-19 induced lockdowns this regard. for over 158 years and is focused on triggered a drop in top-line revenue for “Stanbic IBTC Holdings PLC, a building first-class, on-the-ground member of Standard Bank Group, is a financial services institutions in chosen most businesses across the country. full-service financial services group with a countries in Africa; and connecting With the economy in shambles, clear focus on three main business pillars selected emerging markets to Africa by growing insecurity and social unrest – Corporate and Investment Banking, applying sector expertise, particularly persisted, leading to the heightened Personal and Business Banking and Wealth in natural resources, power and destruction of lives and properties across Management. infrastructure.” the country. In terms of social unrest, “The group’s largest shareholder is the the EndSARS protest (against the Special Anti Robbery Squad SARS) was by far the biggest threat to the economy in 2020 when the largely peaceful protest against the now-defunct rogue police department, was hijacked by hoodlums. Insurance companies Following the EndSars protest, Ganiyu Musa, Chairman, Nigerian Insurers expect higher claims in Association (NIA) explained that insurance firms’ projected claims running into billions could fall on insurance firms. 2020 than 2019 “Insurance companies may pay claims worth billions of Naira from losses of lives and properties that followed the #EndSARS op insurance companies in Nigeria protests. Underwriters expect the insured were expected to record higher loss to run into billions of naira.” claims in 2020 compared to 2019, The global pandemic also increased Tdue to rise in insecurity, health challenges, health insurance claims as more Nigerians and as protests triggered higher risks in a visited hospitals to seek medical care. year marred by health and economic crises. Health Insurance is still largely for the A cursory review of claims reported working-class population with formal by insurance firms in the full year structured jobs, and is an increasing source unaudited accounts for 2020, indicated that of insurance premiums for most insurance net claims are expected to top N112 billion firms. in the year in view, the highest since the A recent report from Fitch projects data has been tracking in 2016. that Gross Premiums accruable to The data were polled from the non-essential or not tied directly to insurance firms in Nigeria could top N400 latest full-year reports of Custodian, revenue generation, still, net premiums billion in 2020, despite challenges in the NEM, Coronation, Mansard, AIICO, collected during this period are estimated economy. According to the report, the Consolidated Hallmark Insurance, Niger at about N164 billion, which is a 24.2% rise life insurance segment of the market is Insurance, and Cornerstone Insurance Plc, from the N132 billion recorded in 2019. expected to grow its collective premiums 8 of the biggest listed insurance firms in Yet insurance premiums spiked to by 4.8% to N179.81 billion in 2020 while the country, with a combined balance sheet record levels, suggesting Nigerians are the non-life insurance segment of the size of N650 billion. Custodian Insurance, increasingly getting insured knowing market is projected to grow its premiums the biggest by net assets, is yet to release its full well that claims get paid whenever by a revised 2.9% to N248.85 billion in 2020 FY results. the need arises. Their bets paid off as 2020. Despite a difficult year where most operating risk crystalized across the businesses faced cash flow challenges country when insured firms faced loss and cut spending on items considered of revenues due to covid-19, economic

MARKETINGEDGE / January/February 2021 77 BANKING & FINANCE AfDB supports West African countries to deliver NDCs’ targets, meet Paris climate accord

African Development Bank (AfDB) activities in other African countries.” of an approved project that reduces has extended financial support to a project The initiative will help governments greenhouse gas emissions and creates that will strengthen the efforts of West develop technical capacity and institutional mitigation outcomes utilizing approved African countries to meet their Nationally infrastructure to enable the private accounting procedures. These steps are Determined Contributions (NDCs) targets sector to access new sources of climate followed by the transfer of the mitigation under the Paris climate accord. The Bank finance as well as promote new financing outcomes from the host party to a buying will underwrite the preparation of concept mechanisms for energy efficiency and party. Corresponding adjustments in notes exploring the use of internationally mitigation projects. the registries of both parties ensure transferable mitigation outcomes (ITMOs) ITMOs promote low carbon environmental integrity. in selected West African countries. technologies and accelerate the The Paris agreement permits The project is financed through the implementation of projects and programs the use of markets for the transfer of African Climate Technology and Finance for energy efficiency projects. The ITMOs between countries to meet the Center and Network (ACTFCN), a Bank- process involves the implementation commitments contained in their NDCs. managed initiative that draws on funds The project will also leverage the from the GEF Trust Fund and the Special active engagement of several West Climate Change Fund. The project is being African countries in climate negotiations, implemented by a consortium led by Triple particularly around Article 6 of the Paris E Systems. accord, and the activities of the West Manager of Climate and Environment African Alliance for Carbon Markets and Finance at the African Development Bank Climate Finance (the West African Alliance Gareth Phillips, said: “This intervention or WAA), which provide the opportunity will put in place a robust platform, to expand the reach of carbon pricing to including processes, procedures and enable full implementation of NDCs. structures that will ensure real and ACTFCN aims to support sub- practical participation of the West African Saharan African member countries in sub-region in the use of ITMOs to deliver scaling-up the deployment of low-carbon some of their NDC aspirations. It will and climate resilient technologies for form the basis for the replication of these climate change mitigation and adaptation.

The memo was for the Federal CBN to provide N21.89 billion for Ministry of Information and Culture to enter into a Memorandum of Understanding for the refurbishment of National Theatre renovation the National Theater. The MOU has a life span of 21 years, after which it will revert banker’s committee will invest N21.894 back to the government. billion to renovate and run the Theatre After completion, it will be a turning profitably for a period of 21 years. point in the creative industry in the sense He explained that the development is that a brand new National Theater, an a landmark approval because it has paved event center that will help in creating more the way for investment in the creative jobs will emerge. industry as part of the resolve of this Recall that last year, CBN disclosed government to create at least 1 million that it’s working with the Bankers jobs in the next three years in the creative Committee to revive the National Theatre, he Federal Executive Council (FEC) industry. Iganmu, Lagos, with about N25 billion. has approved a Memorandum of The minister stated that the This disclosure was made by the Central Understanding (MoU) between the “President had in 2020 gave approval to Bank Governor, Godwin Emefiele, during TMinistry of Information and Culture and the CBN and the Bankers Committee, to the 11th Bankers Committee Retreat in the Central Bank of Nigeria (CBN) Bankers develop, refurbish, renovate the National Ogere, Ogun State. Emefiele noted that Committee for the renovation of the Theater and at the same time take over the the plan of the committee was geared National Theatre, Iganmu, Lagos. adjourning lands. towards reviving dead or dying assets in This was disclosed by the Minister of “The important thing is that no job the country and turn them into an avenue Information and Culture, Lai Mohammed will be lost because after the National to generate revenue. after the council met on Wednesday. Theater is renovated, a special purpose The minister disclosed the CBN and vehicle will be created to run it.”

78 MARKETINGEDGE / January/February 2021 IT & TELECOMS Globacom accelerates growth in telecoms Sector in Q3, 2020

MTN came second with a growth percentage of 24.5 in the period under review; Airtel recorded a 21.4% growth year on year; while 9mobile witnessed a huge decline as it suffered a 14% slide in its internet subscriber figures between September 2019, and September 2020. Globacom is offering subscribers attractive data packages with an unmatched value. For instance, 7GB goes for only N1500, while N10,000 gives the subscriber 50GB. It also has the Mega Data plans meant for Home Broadband users such as Small Office Home Office (SOHO) and SME customers as well as high-end customers who have the need for higher data benefits with longer validity periods. lo, a leading GSM telephony 151,063,413 million subscribers at the end Apart from these, Globacom also has brand has emerged the fastest of September 2020. In contrast to 2019 numerous social data plans which meet growing telecoms company in which recorded 122,792,291? every customer’s social needs. GNigeria thereby impacting the accelerated The company’s outstanding The Telco giant is extending its growth and profitability of the multi-billion performance in the sector is believed to be massive fibre routes pan Nigeria at an naira sector. a result of the continuing network upgrade accelerated pace so as to further improve The indication was revealed by the which has enhanced data service delivery broadband penetration and the range of recent disclosures by the National Bureau to its subscribers. Globacom’s data services Glo 4G+ data services to all parts of the of Statistics which said ‘’Globacom was the are powered by Glo-1— an international country. catalyst of the growth witnessed in Nigeria submarine cable and wholly-owned Launched in 2003, Globacom telecommunications industry in the third facility with huge capacity that brought has provided world class cutting edge quarter of last year. an unmatched bandwidth from Europe to technology and designed telecom solutions According to the data, the Nigeria and other West African countries. to suit the needs of various audiences. Also telecommunications sector grew According to NBS, Globacom the first to introduce the per second billing considerably in the quarter as a result recorded a 33.2 percent growth in option and 4G service, Glo operates over of data subscriptions which surged its internet subscriber base between 437 networks in 180 countries worldwide. by 23 percent year on year to stand at September 2019, and September 2020;

MasterCard, Network Int’l partner to advance digital payment across MEA

eading digital payment solutions Middle East and Africa. With this new digital platform provider, MasterCard and its MasterCard is a technology leader launching this January, Network strategic partner, Network in the global payments industry, while International will help its clients to LInternational, have teamed up to launch a Network International is the leading enable mobile-based payments for their new digital platform which will accelerate enabler of digital commerce in the Middle consumers and merchants across various the adoption of digital payments across the East and Africa (MEA) region. channels.

MARKETINGEDGE / January/February 2021 79 IT & TELECOMS

Payment issuers and banks will be technology will be available to more people able to offer their consumers state-of-the- through this digital platform and we are art and easy-to-use payment solutions very proud to activate this important including Digital Wallets, Person-to- initiative with Network International as Person (P2P) Payments and Virtual our long-term strategic partner.” cards. In Addition, the platform lays the Group Head of Product & Innovation foundation for financial institutions to at Network International, Paul Clarke, simplify access to a growing range of best- added that: “Our partnership with in-class MasterCard products. MasterCard is focused on rapidly growing Governments and NGOs are publicly electronic payment usage across our region supporting a move to digital payments and and this initiative is a major foundational less reliance on cash to secure the financial step in meeting that goal.” inclusion of more people across the Middle “We believe the launch of this Merchants will now have one simple- East and Africa. platform is the first in a series of steps to-use technology interface through With limited card payment towards delivering simplified, collaborative which they will be able to accept multiple infrastructure in some markets, mobile payment solutions across the payments payment types, ranging from USSD, payment solutions are ideal to help value chain in the Middle East and Africa. Quick Response (QR) to Standard POS offer electronic transactions to more We have plans to grow the platforms’ and eCommerce. With mobile money and communities – both in-store and online. capabilities so that we can help our joint Tap on Phone (technology which allows Senior Vice President, Product customers, large and small, accelerate the merchants to accept contactless card Management, Digital Payments & Labs, move from cash to digital solutions.” payments directly on their smartphone or Middle East and Africa, MasterCard The companies have a long-standing tablet) coming online later in 2021. Gaurang Shah, stated that “Accelerated partnership, including MasterCard’s The solution will initially be launched adoption of digital payments means more strategic investment in Network across 40 African countries including consumers and businesses are enabled to International and a shared commitment to Nigeria, Kenya, Ghana and South Africa benefit from a growing digital economy developing innovative payment solutions and extended across the rest of the Middle and a world beyond cash.” that will grow electronic transactions East and Africa in the coming months. “MasterCard’s trusted, secure across the MEA region.

MTN Nigeria expands rural connectivity

Through the rural telephony connectivity solutions in these areas program kicked off this year, the that have non-existence or limited company has identified over 3,000 network coverage and broadband locations across the country for a services. phased rollout, over three years. Speaking on this initiative, Thus far, 583 live rural sites Mazen Mroue, Chief Operating have been installed nationwide; Officer, MTN Nigeria said: “Our core more than half of which were belief is that everyone deserves the installed this year and connect benefits of a modern, connected life. communities such as Kurba, It is driven by an understanding of Agbiyi Umuede, Tobolo, Opaha, the potential impact of connectivity Tudun Faila, Oguru Uzo Uwani on the socioeconomic outcomes of and Sarkin Kaya Rini. Going individuals, communities and the forward, MTN plans to install country as a whole. This belief drives TN Nigeria is extending more than 1,000 new sites each our rural expansion goals and fuels our telecommunications year in the next few years to cover all commitment to continue pushing until coverage to millions of the identified locations. everyone is connected.” MNigerians living in underserved and To achieve this ambitious MTN Nigeria continues to unserved communities nationwide goal, MTN has been working with invest significantly in expanding through its rural telephony program. technology partners. Together, they existing capacity and installing new Today, over 20 million Nigerians are deploying infrastructure that technologies; thus advancing digital live in areas with limited or no will accelerate connectivity and aid inclusion. coverage, MTN aims to change this. the consistent rollout of low-cost

80 MARKETINGEDGE / January/February 2021 IT & TELECOMS

dedicated official store on Jumia.” Jumia introduces Fitbit devices Fitbit with its supports for healthier living, is committed to inspiring those who want to lead a healthier and more into Nigerian market active life through its range of innovative smartwatches and trackers that are compatible with most Android and iOS platforms, including Fitbit Versa 3, Fitbit Versa 2, Fitbit Charge 4, Fitbit Inspire 2 and Fitbit Ace 2. Users of Fitbit products in Nigeria is said to now benefit from purchasing a membership to Fitbit Premium. Users new to Fitbit Premium can benefit from the 90- day free trial through the Fitbit App. In making the products more available, Fitbit Health Solutions is said to be offering corporate product discounts to local businesses through Fitbit’s distributor Redington Gulf. Fitbit, Inc. is an American consumer electronics and fitness company with headquarter in San Francisco, California. leading digital marketing operator Group, Sandeep Narayanan said: “We are Its products are activity trackers, in the country, Jumia has finally seeing increasing consumer demand for smartwatches, wireless-enabled wearable brought in Fitbit devices to wearable technology on our platform, and technology devices that measure data such ANigeria. bringing Fitbit products to our customers as the number of steps walked, heart rate, Fitbit innovative products are sold at in Nigeria is an important step for us to quality of sleep, steps climbed, and other a wide range of accessible price points in address this demand and help Fitbit expand personal metrics involved in fitness. nearly 39,000 retail stores across more than its reach across the country. Jumia delivers Fitbit, Inc. was formerly known as 100 countries worldwide. a seamless online shopping experience for Healthy Metrics Research, Inc. Head of Consumer Electronics, Jumia consumers and from our platform with a

M-Net Movies brings back James Bond 007 Pop-up channel

-Net is once again casting 09:00 AM to 9:00 PM, in the ultimate its spotlight on the suave, James Bond experience. debonair, and dapper dressed It will be featuring the dapper Msecret service agent James Bond, and tuxedos, fast cars, sultry bond girls, exotic this is due to the massive success of the locations, mind-blowing gadgets, deadly M-Net Movies 007 James Bond pop-up villains, and martinis, which are served channel early last year and the forthcoming shaken, not stirred, of course. installment in the James Bond film The ten-day Bond film marathon, franchise. This time, viewers are being featuring all seven charming actors who advised to prepare to shake, not stir, for the have played the iconic 007 roles; from January blues in 007 fashion. Pierce Brosnan to Sean Connery, Roger The thrilling pop-up channel on DStv Moore and current Bond Daniel Craig will at anytime, anywhere and enjoy multiple channel 111 will not be restricted to DStv showcase every 007 film ever made in this screens at home, using the DStv streaming Premium customers only, but also available highly popular film franchise. service. All the films that will be screened on DStv Compact Plus and Compact The movies will be screened as part of the pop-up channel will also be customers for the first time, starting from chronologically, starting with the first film available on DStv Catch Up until Sunday, Friday, 22 January 2021, until Sunday, 31 in the series released 59 years ago, Dr. No 28 February 2021. January 2021. (1962), to the latest Bond film and box With the Step Up offer, customers on This is to encourage for a vast number office hit, Spectre (2015). DStv Yanga that upgrade to DStv Confam, of DStv subscribers, consisting of diehard To watch is very easy as viewers will get a free upgrade in 48hrs to DStv Compact package to experience the James Bond fans as well as new, young 007 can access the pop-up channel from any admirers, to indulge themselves, from device such (smartphone, laptop, or tablet) Bond Pop Up channel 111 and more

MARKETINGEDGE / January/February 2021 81 IT & TELECOMS

despite the constraints and tough moment of the COVID-19 pandemic, with the Konga declares massive e-Commerce giant deepening its leadership of the market with a series of exciting discounts on sales clearance campaigns, deals and initiatives which have further endeared it to millions of Nigerians. Konga.com is a Nigerian e-commerce company founded in July 2012 with Konga Retail Vice President, Eric Nana headquarters in Gbagada, Lagos State. expressed that the promotion represented The digital marketing giant offers a a unique opportunity for all classes of third-party online marketplace, as well as shoppers to enjoy a carefully selected first-party direct retail spanning various assortment of genuine products at prices categories including consumer electronics, unmatched anywhere else in the market. fashion, home appliances, books, children’s “Furthermore, it provided a chance for items, computers and accessories, phones parents, returning students and educational and tablets, health care and personal care institutions to shop essential items, as products. The company also has logistics ne of the giants in e-Commerce the school sessions resume nationwide. service (KXPRESS), which enables the business activities, Konga has Also, it offered businesses and corporate timely shipment and delivery of packages to declared bumper clearance sales organizations a less expensive and reliable customers. Oon more than 65,000 mobile phones, 15,000 means of replenishing or replacing official laptops/desktops/printers, 3,150 inverters tools, devices, gadgets in record time,” said and inverter batteries, 1,550 TVs, loads of Nana. Fast Moving Consumer Goods (FMCG), Konga enjoyed an outstanding 2020 as well as some Home & Kitchen items of assorted brands. The January Clearance Sale, which kicked off on recently was to avail many of the offer. YouTube steps into e-commerce, One of the exciting features of the clearance sale was the opportunity it launches First 24-hours feature for afforded individuals to shop online or from any of Konga’s retail stores nationwide while bulk buyers can also enjoy further reduced video analytics prices on Konga Bulk. Konga as a leading e-Commerce which would be linked to analytics and operator in Nigeria had made a shopping tools from Google. commitment in 2020 to support Nigerians YouTube has also added a First embracing online learning and working 24-hours option to its video analytics. from home as a way out of the COVID-19 The new feature which is available pandemic, especially with the current to all creators including artists, SMEs, scarcity of digital devices hitting consumers big brands, and more will allow creators with higher prices. to monitor in-depth statistics on the Reportedly, the digital marketing interaction and viewership within the platform at the moment remains the nline video-sharing platform first 24hrs after the video was uploaded. largest supplier of digital devices YouTube looks to be venturing Previously, the earliest window of time that nationwide, leveraging on global contacts into the e-commerce sector. a creator could choose after publishing a and partnerships with leading Original OThe video and Ad sharing company video was seven days. Equipment Manufacturers (OEMs), such as stated in a published statement: “We’re According to the company, the first HP, Lenovo, DELL, ASUS, Samsung, Nokia, testing a new way for people to easily 24 hours are the most important in terms Infinix, Zinox etc. and with swift delivery discover and purchase products featured of generating views and revenue. The data assurance nationwide. in YouTube videos. Creators in this pilot would readily present statistics on views, For effective actualization of the can add certain products to their videos. watch-time, subscriber gains, estimated development, a tagline “Everything must go” Viewers can then see a list of featured revenues, and beyond; creators will also was also used for the January Clearance Sale products by clicking the shopping bag icon be able to chart two videos and compare to spice up the bumper sales. on the bottom left corner of the video.” their performance against one another According to the management of the “From there, viewers can explore each over a 24-hour period. These charts also e-Commerce giant, “Everything must go” product’s page to see more information, provide data about traffic sources, or how a is a development which has been proven related videos, and purchase options for viewer has landed on a particular video; be representing its determination to offload all that product. We are currently piloting this it browsing features, notifications, channel listed items at mouth-watering prices. feature with a limited number of creators. pages, etc. On the development, eager shoppers It is visible to users in the US on iOS, The first 24-hour performance will are already on the move and rush to take Android, and desktop,” YouTube stated. only be available on videos published after advantage of the sweet deals and best- Bloomberg, in October 2020 disclosed 2019, and it won’t work for live streams. priced products on offer. that YouTube was asking creators to tag and track products featured in their videos,

82 MARKETINGEDGE / January/February 2021 IT & TELECOMS MultiChoice decries monopoly allegations by broadcasting regulators

stated that it was not the enemy of local 99.7% self-funded — we get only 0.3% of broadcasters and that international our income from the government — and streaming sights were what ICASA should broadcast rights bring in R752-million.” be looking at regulating in an increasingly Since 2017, ICASA has raised inquiry crowded audio-visual market.According into pay tv broadcasting and proposed to MultiChoice, rapid technological to restrict among others, Multichoice development and changing content monopoly of premium sports content as consumption patterns have caused a major intervention to redress recurring significant disruption, lowering entry competition issues in the sector, by barriers and switching costs. imposing licensing conditions to make the frican broadcast giant, MultiChoice ICASA, on the other hand stated it was market more competitive. has stated that the attempts by the determined to stimulate competitiveness in In April 2019, the regulatory body Independent Communications a market MultiChoice had dominated for published its draft findings following an AAuthority of South Africa (ICASA) to more than two decades, adding that most inquiry into subscription TV broadcasting stimulate competitiveness in the playing South Africans should have access to sports services. The findings contained remedies fields among local broadcasters will have broadcasts which would not happen as a to boost competition and lower subscription unintended consequences. result of However, due to MultiChoice’ prices in the pay-TV market which includes “We should not be trying, through exclusive broadcast rights. reducing contract duration, specifically for regulation, to bring MultiChoice to its Meanwhile, the Premier Soccer League sports rights, splitting content rights and knees,” said MultiChoice Group CEO, Calvo (PSL) and SA Rugby sports bodies have selling them to more than one broadcaster, Mawela. This came after the pay-Tv giant argued against ICASA’s draft. and halving the number of Hollywood defended itself against allegations of having SA Rugby CEO Jurie Roux said: studios MultiChoice may enter into a monopoly in the market, adding that it has “Exclusivity is the main source of our exclusive contracts with, so that free-to-air not created barriers to entry in the pay-TV revenue and with less money, it means there broadcasters such as the SABC and eMedia market. will be less rugby until we have to close could have a fighting chance against the ICASA held the public hearings our doors and only have club rugby. And MultiChoice. and submission between 12th and then nobody will be interested in the game. The regulatory body announced 15th of January in respect of its draft- SA Rugby needs to produce compelling that it has accepted all submissions made finding document published in 2019 content that is commercially viable so we during the week and would revert at a yet on subscription television broadcasting can develop the game from grassroots undisclosed time. services. level to winning national teams. We are MultiChoice, in its submissions, IBM to boost hybrid cloud consulting capability with Taos acquisition echnology and consulting company hybrid cloud journeys with those providers.” IBM has announced an agreement Taos CEO, Hamilton Yu said: “Our to acquire Taos, a leading cloud laser-like focus on helping clients migrate Tprofessional and managed services provider. to the cloud, modernize multi-cloud Through this acquisition, IBM is expanding platforms, and manage hybrid cloud the breadth and depth of its hybrid cloud environments over the past several years offerings to manage complex integrations of is a natural fit with IBM Global Business technologies, people and processes. Services. Our team brings over 300 Senior Vice President, Cloud certifications with leading public clouds to Taos has forged strong partnerships with Application Innovation and COO, IBM serve clients throughout North America, Amazon Web Services, Google Cloud Global, John Granger announced: “Taos and we’re thrilled to join forces with IBM Platform, and Microsoft Azure to deliver adds the deep expertise, public cloud and tap into its global delivery capabilities.” data center migration, platform engineering partnerships and innovative solutions According to IBM, Taos is one of and hybrid cloud managed services. The needed to drive growth and adoption of the largest multi-cloud consulting and company is recognized as an industry IBM’s hybrid cloud platform throughout the managed services firms in North America leader and positioned on the Gartner Magic Americas. The platform gives enterprises and a leading adopter of public cloud Quadrant for Public Cloud Infrastructure the freedom to choose from multiple technologies. The company brings 30 years Professional and Managed Services. providers to best meet their business and of experience with leading brands across Leading IT industry analysts estimate IT needs, and we are committed to helping technology, financial services, healthcare, the market for cloud professional services our clients successfully navigate their open retail, transportation and education. will exceed $200 billion by 2024.

MARKETINGEDGE / January/February 2021 83 OIL & GAS SPDC’S position on purported takeover of SPDC JV’s Kidney Island and SPDC’s interest in OML 11 by Rivers State Government

he Shell Petroleum assignment of interests in a licence or lease would require the Development Company consent of the Minister of Petroleum. No such consent has been of Nigeria Limited given in the case of the purported acquisition by the Rivers State T(SPDC) has dismissed the Government. purported takeover of Kidney In addition, the ruling of the Supreme Court on 27 November Island asset of the SPDC Joint 2020 did not decide liability or the size of the award in the Venture in Port Harcourt by underlying suit of Chief Ogbara & Others Vs SPDC neither did the Rivers State Government the ruling affirm the purported sale of SPDC JV’s assets to the in the exercise of rights River State Government as being claimed by the state. purportedly acquired through Meanwhile, there was a pending litigation by SPDC in which a court auction process that the Federal High Court has issued an interim order restraining is still the subject of ongoing further enforcement of the underlying Agbara judgment pending appeals at the Court of Appeal the hearing of the motion on notice fixed for hearing on 14 sitting in Port Harcourt. January 2021. Mr. Osagie Okunbor – Managing Director, The Shell Petroleum According to SPDC, any SPDC therefore called on the Rivers State Government and Development Company of Nigeria purported exercise of rights those claiming interest in the SPDC Kidney Island asset to stay (SPDC) and Country Chair of Shell allegedly acquired through that further action to allow the due process of the law as enshrined in Companies in Nigeria. process including any attempt the Nigerian Constitution. to take over or seal up the We remain of the view that until the pending appeals are heard Kidney Island asset or other assets of the SPDC JV to satisfy claims and determined, any exercise of rights including any attempt in pending suits is premature and prejudicial to the ongoing court to take over or seal up SPDC JV’s assets by the Rivers State proceedings, and therefore not recognised. Government is premature and unlawful. Under the Nigerian Petroleum Act, any acquisition or Shell Nigeria gas extends its distribution network

eading domestic gas distribution company, Shell Nigeria Corporation, Engineer Gas (SNG), has entered into a 20-year agreement for the Faruk Usman, while expressing his joy, said that the agreement domestic distribution of gas to industrial customers and would enable the parties involved to further unlock the potential Lmanufacturing plants in Lagos and Ogun States, to enable it to of the domestic gas market and contribute to industrialisation in also extend its distribution network to Badagry in order to serve a Nigeria. new market in the border community. Commenting on the 20-year deal, Country Chair, Shell According to the Managing Director, Shell Nigeria Gas, Companies, Nigeria, Osagie Okunbor, stated that the knock-on Ed Ubong, the new partnership would deepen domestic gas effects of the gas distribution agreement would bring ‘tremendous utilisation in Nigeria, and enhance further industrialization in benefits to the economy’ in SNG’s states of operation and Nigeria. Agbara, Igbesa and Ota areas of Ogun State. He emphasizes that, “Shell companies in Nigeria will continue He noted that, “This agreement will enable local industries to turn Nigeria’s domestic gas opportunities into reality through to thrive and create employment opportunities for Nigerians. We our strategic intent to develop enough gas to meet our current look forward to continuing to grow domestic gas distribution to commitments and future growth plans.” industries and manufacturing plants in Ogun State and other parts SNG and its partners and local stakeholders have agreements of Nigeria while unleashing the industrial potential inBadagry,” to build infrastructure and deliver natural gas to over 150 Mr. Ubong commended the efforts made by the Nigerian Gas industrial and commercial customers, mostly in Ogun, Abia, Company and NGMC over the last 20 years in helping SNG to Oyo, Rivers, Bayelsa and Lagos States. The agreements drive continue to provide gas to industries and manufacturing plants in industrialization, provide employment for skilled and unskilled Nigeria.” local population in addition to directly improving internally Also, the Managing Director of Nigeria Gas Marketing generated revenues in these states.

84 MARKETINGEDGE / January/February 2021 CSR MTN partners African Union on COVID-19 vaccinations

n a unique public/private partnership, MTN, Africa’s leading mobile network, has announced a donation of US$25 million to support the African Union’s COVID-19 vaccination programme. The donation will help secure up Ito seven million doses of the COVID-19 vaccine for health workers across the continent, which will contribute to the vaccination initiative of the Africa Centres for Disease Control and Prevention (Africa CDC). “The devastating impact of COVID-19 has been unprecedented and profound. Public and private partnerships are needed if we are to succeed in the fight against the pandemic and restore social and economic norms for our continent and our communities,” said Ralph Mupita, President and Chief Executive Officer of Since the beginning of the pandemic, playing a dynamic role in the continental MTN Group. MTN has made significant contributions and global arena, effectively driven by Recently, President Cyril Ramaphosa, to help limit the spread of the disease and an accountable, efficient and responsive Chairperson of the African Union, save lives and livelihoods within its African Commission. Learn more at: http://www. announced that the African Union market. au.int/en had secured a provisional 270 million This donation is another example of COVID-19 vaccine doses on behalf of MTN’s efforts to help find lasting solutions About Africa CDC its Member States, through advance to solve the challenges facing the continent Africa CDC is a specialized technical procurement commitment guarantees of and to guarantee a healthy Africa, for all institution of the African Union that up to US$2 billion to the manufacturers by Africans. strengthens the capacity and capability of the African Export-Import Bank. “We believe ongoing collaborations Africa’s public health institutions as well This was an important milestone in with key stakeholders across sectors as partnerships to detect and respond efforts to ensure equitable access to the are essential as vaccines are deployed quickly and effectively to disease threats COVID-19 vaccine for Africa’s people. in all our markets, with communication and outbreaks, based on data-driven However, with a population of about 1.3 tools, technology and digital services interventions and programmes. Learn billion, Africa requires many more doses to being vital support infrastructure for a more at: www.africacdc.org achieve at least 60 percent herd immunity. successful mass vaccination programme,” About the MTN Group Contributions by private organisations, like concluded Mupita. “In the coming months, Launched in 1994, the MTN Group MTN, are therefore essential to help the MTN Group will look at similar support is Africa’s leading mobile network continent reach its target. commitments for the markets in which we operator with a clear vision to lead the “Our goal is to ensure that all those operate in the Middle East.” delivery of a bold new digital world to our who need the COVID-19 vaccine have customers. We are inspired by our belief access to it very quickly, but the biggest About the African Union that everyone deserves the benefits of a hurdle in Africa has been financing of the The African Union is a continental body modern connected life. The MTN Group vaccines, and the logistics of vaccinating that leads Africa’s development and is listed on the JSE Securities Exchange in at scale. We therefore welcome the integration in close collaboration with the South Africa under the share code ‘MTN’. right partnerships, like the one with 55 Member States, the Regional Economic We are pursuing our strategy with a major MTN, to achieve our minimum 60 Communities and African citizens. The focus on growth in data, fintech and digital percent vaccination target,” said Dr John vision of African Union is to accelerate businesses in Africa. www.mtn.com Nkengasong, Director of Africa CDC. progress towards an integrated, prosperous and inclusive Africa, at peace with itself,

MARKETINGEDGE / January/February 2021 85 APPOINTMENTS

celebrated creative leaders. He has been a WPP names Rob Reilly as Global transformative creative force wherever he has applied his considerable talent, and I Chief Creative Officer know he will have the same impact at WPP. “I am delighted that Rob is joining us takes effect in May would work with as we look to make WPP synonymous with principal officers of the company to play the world’s most creative, most effective his assigned role. and most forward-looking work – and “In partnership with Mark, and the at a time when this has never been more CEOs and Chief Creative Officers of WPP’s important to our clients,” he stated. agencies, Rob will champion creativity Explaining why he accepted to work within and beyond the company, fostering with WPP, Rob Reilly, noted that the CEO’s a culture that delivers extraordinary work ambition convinced him to join the team. to WPP’s clients.” “Mark’s ambition is to make WPP the “He is also tasked with attracting and most creative company on the planet. For nurturing the best creative talent, driving a creative person, that was impossible to inclusion and diversity in creative work resist. He is leading a complete reinvention and teams, and working with technology of WPP and is committed to putting PP, creative transformation partners to fuel the creativity needed for creativity at the center of everything the company, has appointed Rob their platforms.” company does. I look forward to joining Reilly as Global Chief Creative Commending Rob Railey for his the talented team of people at WPP and WOfficer. meaningful contribution to creative helping its fantastic agencies continue to According to the company’s industry, CEO of WPP, Mark Read, stated build on their success.” statement, Railey, whose appointment that: “Rob is one of the world’s most

Interswitch promotes Tomi Ogunlesi as Group Head, Marketing and Communications

nterswitch, Africa’s leading technology- marketing & communication professional driven company has promoted Tomi with experience in strategic brand Ogunlesi, former Head of Corporate building, insight-driven marketing & ICommunications as its new Group Head, communication, idea leadership and Marketing and Communications. business development. He specializes in The new group head, marketing building brands that accelerate business communication has worked with growth, shaping brand positioning and Interswitch for over 5years. His new role is image to create stakeholder value and to provide marketing and communications capable of distilling brand essence and leadership for Interswitch’s Masterbrand key drivers into simple, scalable activities and corporate/B2B Sector (2 business that deliver returns on marketing and lines – Payment Processing & Industry communications investment. Verticals), with broadened responsibility Ogunlesi has designed and for delivering brand equity, market implemented marketing and share and return-on-marketing- communication campaigns that help investment (ROMI) through brand and communicate brand value and move product marketing/communications programmers in Marketing and Strategy markets, while working for companies like strategy and execution, and primary both at the Wits Business School, Volcano Advertising, The Jupiter Drawing accountability to Group Chief Marketing & Johannesburg and the Judge Business Room & Partners, Promisador, Bates Communications Officer. School, Cambridge respectively, in addition Cosse, First Bank of Nigeria, amongst Ogunlesi has over 12 years of cognate to being a member of the Chartered others. experience in strategic brand building, Institute of Marketing (UK), the National He is a contributing writer to business development and marketing, and Institute of Marketing of Nigeria (NIMN) various marketing and communications’ has established himself as one of West and the Nigerian Institute of Management publications, including BusinessDay, Africa’s finest Corporate Communications’ (NIM). Interbrand Worldwide’s Brand Channel, experts. Ogunlesi is a well-rounded, and M2 – The Journal for Marketing & He completed high-level executive commercially-minded integrated Management.

86 MARKETINGEDGE / January/February 2021 APPOINTMENTS Glo appoints new creative, innovation Director

growth in the company. Obi did ad campaigns for MTN, Obi came with lots of work experience Interswitch, Absolut Vodka, Chivas, in various creative functions which are Fidelity Bank, Mansard Insurance, Mouka, music & sound design, graffiti artist, art Knorr, Royco, Lipton, Guinness, Malta director, illustration and music, sound Guinness, GTAssur/AXA Mansard, design and copy writing with different Wrigley’s, Oando, P&G, Interswitch, Verve, leading brands. Quickteller, Golden Penny, Wakanow, His work has garnered several local Johnnie Walker, Pepsi, Star, Heineken, and international awards. Before joining Maggi and many more. Insight Publicis, he was the Executive He was the brain behind the famous Creative Director at DDB Lagos and before MTN Saka “I Don Port” advert when he that he worked at Literamed Publications was at DDB Lagos as Creativity Manager. as an Illustrator/Creative from 2005 to He also worked on others award-winning 2007. He also joined SO &U Saatchi & advert campaigns for MTN Nigeria, Saatchi as Copywriter/Art Director from Unilever, Fidelity Bank, FCMB, P&G, oremost Nigerian telecoms brand, 2008 to 2010. McVitie’s, Wrigleys and many more. Globacom has appointed Chuka He was promoted as the Associate In 2009, he won the most Outstanding Obi as its new Director, Creativity Creativity Director at DDB Lagos in 2013 Staff of the Year. Chuka holds a Bachelor of Fand Innovation. The new director’s duty and in 2015, he was appointed Creative Science (BSc), Sociology and Anthropology is to manage creative works, strategy Director and also in 2016 he was promoted from the Nnamdi Azikiwe University and innovate concepts that will enhance again as Executive Creative Director of the (NAU) Awka, Anambra State. agency. . . . Insight Redefini names new Group Creative Director

Insight Redefini Group, a member of consumer.” to achieve several feats such as the first Troyka Holdings, has named Sinmisola Speaking about her philosophy and Nigerian agency to win highly coveted Hughes-Obisesan as the new Group affirming her believe in co-creation and international awards such as Epica, Creative Director Insight Redefini, in collaboration in order to produce ‘creative WARC and in 2019, the highest Publicis furtherance of its ‘Power of One initiative’. magic’, Hughes-Obisesan noted: “My Africa Groupe network award, the Black Formerly playing the role of Creative driving philosophy is to win consumers, Giraffe. Being an eternal student of Director of Leo Burnett Lagos, the latest not just to sell or tell, but to build human behaviour, she places diversity and redeployment will see Hughes-Obisesan meaningful relationships.” inclusion at the forefront which saw her steer the creative operations of the group. Group CEO, Insight Redefini, Dr. Ken Leo Burnett Lagos team of vibrant and In her new position, she joins the group Onyeali Ikpe, expressed optimism for the passionate creatives win ‘Young Agency of leadership team to drive the ‘Power of new chapter of the group as it just recently the Year’ in 2019. One’ and ‘Humankind’ way of working and celebrated its 41st anniversary. Insight Redefini Group consists of five winning for Clients. “With this new redeployment, we will integrated marketing communication With her vast knowledge across an array of be elevating our reverence, agility, deep companies which also include Quadrant sectors and over 14 years’ experience on a thinking, and magic with the aim of MSL, Starcomms Media Perspectives and plethora of global and local brands, she has continuing to lead the existing marketing All Seasons Zenith. led teams across both agencies to deliver communications landscape and drive award-winning work in Nigeria and across continuous innovation,” he said. other international markets for brands He went on to highlight the Power of One such as Pepsi, Heineken, Nivea, Amstel approach as “a strategic concept that is Malta, Cadbury, P&G, Nestlé, Tecno driven by a common purpose, a powerful Mobile, AXA Mansard, FCMB, Leadway spirit, shared behavior, great character and Assurance and others. a relentless focus on clients”. Commenting on her new role, the agency As a regular judge on international Group Creative Director said: “As a and local award shows and advertising creative storyteller, well known for my festivals, Sinmisola Hughes-Obisesan is ability to create deep experiences between one of the most admired and decorated brands and consumers, my goal continues Creative Directors in Nigeria. Some of to be to create clutter-breaking, impactful her achievements include breaking steel content that resonates with today’s digital barriers and having led agency teams

MARKETINGEDGE / January/February 2021 87 AUTO NEWS Kia drops ‘Motors’ from name in re-branding strategy

our corporate name and logo is not only quarter in 2029. a cosmetic improvement,” said Song, who The company said its first dedicated took the helm last April. “It represents us EV will be delivered in the first quarter of expanding our horizons and establishing this year, built on a new Electric-Global new and emerging businesses that meet Modular Platform, or E-GMP, shared with and exceed the diverse needs of our Hyundai. customers worldwide.” It will be a crossover-inspired design, The new direction targets a mass with a range of more than 310 miles and ramp-up of EVs through 2025 and a rapid a high-speed charging time under 20 expansion into what the company calls minutes, Kia said. The model will be the purpose-built vehicles, or PBVs. These first bearing Kia’s new logo.The company ollowing the recent adoption of a are runabouts dedicated to new mobility did not say under what testing protocol the new company logo and slogan, Kia, enterprises such as ride-hailing, robotaxis EV’s range was calculated. a leading automobile company is and on-the-go e-commerce. The new logo was unveiled during dumping “Motors” from its corporate F Under its Plan S midterm business a record-breaking pyrotechnic display in name as part of a global brand re-launch plan, Kia wants to build an EV lineup of the skies above Incheon, Korea. The event meant to position the South Korea 11 models by 2025, with seven EV-only saw 303 pyrodrones launching hundreds automaker as a mover in electric vehicles products by 2027. Kia hopes to grab 6.6 of fireworks in a synchronized artistic and new mobility. percent of the global battery-electric display, igniting and celebrating Kia’s new In changing its name to Kia Corp., vehicle market by 2025 and rack global beginning. from Kia Motors Corp., the company is annual sales of 500,000 EVs by 2026. reaching for a new identity that better Kia wants EVs to generate 20 percent reflects its push into new fields, CEO Ho of its worldwide sales by 2025 and a Sung Song said in news release. “Changing

Ford, Google partner to accelerate auto innovation

ord Motor Company, American starting later this year, Google will help multinational automaker and Ford leverage Google Cloud’s AI, ML and Google have announced a unique data analytics technologies to accelerate Fstrategic partnership to accelerate Ford’s the automaker’s digital transformation, transformation and reinvent the connected modernize operations, and power vehicle experience. connected vehicle technologies with Ford has also named Google Cloud Google’s trusted, secure, and reliable cloud. its preferred cloud provider to leverage With Google Cloud, Ford plans to: Google’s world-class expertise in data, Farley said: “As Ford continues the most Ford and Google have a shared vision artificial intelligence (AI), and machine profound transformation in our history to bring enjoyable, safer and more efficient learning (ML). As part of this new six-year with electrification, connectivity and self- connected vehicle experiences built to partnership beginning in 2023, millions of driving, Google and Ford coming together minimize driver distraction and keep future Ford and Lincoln vehicles at all price establishes an innovation powerhouse truly customers at the forefront of technology points will be powered by Android, with able to deliver a superior experience for our with over-the-air updates. Beginning in Google apps and services built-in. customers and modernize our business.” 2023, Ford and Lincoln customers globally In order to drive ongoing innovation, CEO of Google and Alphabet, Sundar will start to benefit from unique digital Ford and Google are establishing a new Pichai, said: “From the first moving experiences built on top of the Android collaborative group, Team Upshift. assembly line to the latest driver-assist operating system and with Google apps and Leveraging the talent and assets of both technology, Ford has set the pace of services built-in, which include world-class companies, Team Upshift will push the innovation for the automotive industry for map and voice technology: boundaries of Ford’s transformation, unlock nearly 120 years. We’re proud to partner “We are obsessed with creating personalized consumer experiences, and to apply the best of Google’s AI, data must-have, distinctively Ford products and drive disruptive, data-driven opportunities. analytics, compute and cloud platforms to services, this integration will unleash our This may include projects ranging from help transform Ford’s business and build teams to innovate for Ford and Lincoln developing new retail experiences when automotive technologies that keep people customers while seamlessly providing access buying a vehicle, creating new ownership safe and connected on the road.” to Google’s world-class apps and services.” offers based on data, and more. As its preferred cloud provider and said Farley. President and CEO of Ford, Jim

88 MARKETINGEDGE / January/February 2021 OPINION OPINION

TAMUNO KIRI

Consumer Power vs Brand Power in postmodern times: CNN and Trump Example

ecades ago, under traditional slate, marketing prizes accuracy and fairness above all else. I am leaving, but will and branding were done through intrusive carry those principles wherever I go.” communication approach, of repetitive advertising A CNN executive told the Associated Press that the story was which was judged to be the process of achieving posted without going through the expected checks and balances consumer mind-recall. It was done through for one of such sensitivity, and that the resignations were caused advertising weighting of frequency and reach (share-of-voice). by the failure to follow proper procedures. A statement from CNN The process was assumed that whoever spends more, achieves said it had apologised to Anthony Scaramucci adding: “The story Dvoice dominance, better mind-recall, and consumer mind- did not meet CNN’s editorial standards and has been retracted.” share at points-of-purchase. The consumer was a sitting duck, Trump, a very prominent, and influential media consumer communication was horizontal, watching everything thrown at called out the mainstream media, including CNN, for what he sees him. as biased coverage, and tagged it “Fake News”. “ Your organization At the epoch of the digital age, the marketing mix model is terrible…You are fake news”. The media outfit relied on its evolved from 4Ps to 7Ps, People, Participate, Personalize, Product, “telling the truth and reporting the facts”, as response to these Process, Pay, and Partner. The consumer gradually took the centre challenges. It went further to launch an advertising campaign to stage. The consumer today, is your news agent, your weather do it, tagged “Facts First”. The advert states that “While distraction informant, your co-backbiter on Twitter, and Instagram. He is might grab your attention, but it will never change the fact”. your unofficial panellist to every discussion, your buddy, your The brand maintained its integrity by appealing to consumer window into the world. You seek his opinion in every discussion, reasoning, which worked to retain loyalty. no wonder he has become an Estate Agent for Airbnb, a mobile CNN went further to apply the Expectation-Disconfirmation phone virtual card, and data seller for telcos, the Uber driver, he is Framework in communication, by responding to criticism with a the product App tester and user. sense of vulnerabiity, which led to a higher perceived sincerity as He is the unofficial Board Member of every football club, a sophisticated brand. It deployed an accommodative problem- determining which coach should be sacked, why and when, which solving and collaborative approach to maintain the integrity of the player should be sold, and who to buy. If the cost of buying a player brand. It partnered with other third party fact-checkers over every is very high, he goes to social media and cries foul. news report (by advising readers to click on links to learn more “Wow, CNN had to retract big story on ‘Russia,’ with 3 about disputed facts…biased opinions, manupulations, spreading employees forced to resign,” Donald Trump (a voracious media of satire and absurdities, commonly referred to as “fake news”). consumer), wrote on Twitter. “Oh thank you, CNN, thank you CNN preserved its brand value, possitive self-worth, social so much,” Trump said during a rally in Pensacola, Fla., touting capital, and brand personality throughout this tough period of accomplishments during his tenure and blasting media outlets. collision with a very strong consumer personality with a political “You should have been apologizing for the last two years,” Trump base big enough to swallow up the brand. CNN proved that added to cheers. proactive responses and actions are indispensable towards building The retracted story is on Mr. Scaramucci, an American a sustained consumer-brand relationship. Trump still watches entrepreneur, who served on the transition team and was Mr. CNN as a very powerful news source. This bold, audacious Trump’s pick for director of the White House Office of Public consumer helped improve the CNN brand through self purgation Liaison and Intergovernmental Affairs before George Sifakis and introspection. was appointed to the post instead. Scaramucci welcomed CNN’s Lesson for brands and marketers: consumers are the real retraction on Saturday, saying the broadcaster “did the right mirror into brand growth and development. There is no such thing”. “Classy move,” he wrote on Twitter. “Apology accepted. thing as brand power without consumer collaboration. A brand Everyone makes mistakes. Moving on.” The story was posted on in a frontal collision with an angry consumer community, will the network’s website and was removed with all links disabled the eat up that brand. Brands are fragile, their strength is dependent following night. upon consumer affinity and those inherent attributes of Its author, Thomas Frank, was among those who resigned, managing expectation incongruities through accommodative and alongside Eric Lichtblau, an assistant managing editor in CNN’s collaborative problem-solving initiatives. Humans are now brands, Washington bureau, and Lex Haris, head of the investigations unit. so brands must constantly endeavour to wear human face or be In a statement, Mr. Haris said he had been with CNN since 2001, permanently ostracised. “and am sure about one thing: This is a news organization that

MARKETINGEDGE / January/February 2021 89 OPINION

Why CMOs must commit reasonable budgets to brand advertising in 2021 By Ronan Redmond the months ahead, consumers and brands he outgone year 2020 has budgets for 2021, I advise that all CMO’s will continue to turn to media they can taught us to expect the must be brave and ambitious. CMO’s must trust. Covid-19 has proven the power unexpected. However, I am set out their case for their annual budgets of traditional media channels; TV and optimistic about the year and then maintain their positions when radio who both witnessed an increase in ahead and especially for making any budget justifications within audiences as people tuned in to keep up to Nigeria’s Marketing and their own organisation. This will not be date with the news, and keep entertained in Advertising sector. There is hard evidence an easy position for the CMO to hold their homes. that shows how challenging a year 2020 has especially as other heads of departments During the pandemic, television and been for marketing and advertising budgets. within their business will also pitch for radio were both elevated in terms of TAccording to WARC, 2020 was the most more resources thus further putting the importance and ability to connect mass hostile year for the advertising economy spot light on any budget set aside for audiences and especially with customers ever seen in 40 years of market monitoring. marketing and advertising. CMO’s will quickly. I believe CMO’s have had a good Global advertising spend is on course to need to fight their corner and remind their reminder in 2020 of just how strong each fall by 10.2% from $63.4bn to $557.3bn in colleagues of the importance of marketing traditional channel remains. Audiences 2020, WARC Data predicts, as traditional and advertising in delivering: customers, returned to TV and radio in force when media will have their worst year on record. sales and revenue to the business. It has Covid-19 hit and clients have returned The trend in Africa is much the same with been said that good marketing is “the art of back to TV and radio in the final quarter telling stories so enthralling of the year, because each medium delivers that people lose track of their wallets.” In setting marketing and In this era of media advertising budgets for 2021, fragmentation CMOs should understand that good “ storytelling, marketing and I advise that all CMO’s must be advertising with cut through, brave and ambitious. CMO’s must requires the appropriate investment in the right media set out their case for their annual mix. However too often budgets and then maintain their during a crisis such as the Covid-19 pandemic and the positions when making any budget economic downturn that follows, business leaders will justifications within their own instruct CMO’s to cut spends prior to finding other savings organisation. from operating expenses in the business. This reduction advertising spend down 23.3% to $5.0bn in marketing and advertising spend is this year, with a slight 2.1% rise expected in despite evidence which clearly shows that Ronan Redmond 2021 as key markets start to recover from continuing to spend on marketing and (voted Outstanding Media Personality of sustained recessions. Many industries face advertising during challenging times will the Year by MARKETING EDGE) significant economic headwinds and have maintain market share and position the been forced to cut considerable amounts of business to benefit in the upturn which marketing and advertising spend as a result. history shows us follows each economic The travel, entertainment, automotive and downturn. meaningful and measurable results. The restaurant industries will be among the Unfortunately, in my experience, the year ahead will be a pivotal year where most affected. role of the CMO in many organisations television and radio will prove, once again, CMO’s will now take stock and armed has become undervalued, possibly at the that it is the best way to capture mass with the hard data they will begin to build expense of other disciplines and business audiences in a fragmented landscape. the case for investing in more marketing units such as operations, logistics, and Demand will continue for TV and radio and advertising to reclaim lost sales. production. CMO’s are losing influence because brave and ambitious CMO’s However, as brands and sectors look to around the management table when will appreciate that in order to justify emerge from 2020, they will continue to decisions are made about operating the necessary marketing and advertising contend with unpredictability, including expenses for the year ahead. Without a spends. It is better to invest in the proven the impact of broader economic and global strong voice at the management table, it media which will deliver the desired results factors. becomes too easy to cut marketing and effectively and efficiently. Reasons indeed In setting marketing and advertising advertising budgets. In my opinion and in for CMO’s to be brave and ambitious and fight for their budgets.

90 MARKETINGEDGE / January/February 2021 The cutting edge . . .

That,s where we are in, promoting the brand idea

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MARKETING EDGE Nigeria’s Creative Industry potential is huge, EDITION 69 says Jane Maduegbunam