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Coca-Cola considers options for $6 billion Africa bottling unit MARKETINGPromoting the brand idea.: Issue 70, March/April 2021 N2000 US$ 6.5 ISSN 1597-1201 EDGEwww. marketingedge.com.ng: STAKEHOLDERS GOOGLE COMMITS OBJECT FINE $29 MILLION TO TACKLE PAYMENTS BY LOCAL MISINFORMATION BRANDS RUNNING AND FAKE NEWS ADVERTS ON CNN LaCasera FG PLANS NATIONAL DAIRY POLICY TO WEARS A COOL PROMOTE LOCAL NEW LOOK INDUSTRY IMC Virtual Summit: Again We Nigeria’s Did It! Future-Fit Businesses One Business Platform: All Payment Needs From massive corporates to side-hustles, Quickteller Business makes payments easy for everyone GET STARTED. VISIT CONTENTS MARKETING EDGE 64 SPOTLIGHT Address all editoral, business and production correspondences to MARKETING EGDE, 11, Fadeyi Aladura Street, off Balogun Street, off Eat’N’Go Awolowo Way, Balogun Bus/stop, Ikeja, Lagos. Submissions of manuscripts, photographs, will continue to be artworks, or other materials to MARKETING EDGE should be delivered by hand or via e-mail to [email protected]. a customer-focused While every effort has been made to ensure the correctness of all information, however, company in 2021 MARKETING EDGE is not responsible for advertising, errors or omissions. – Patrick McMichael 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. Hot advert lines: 74 TOP OF THE MARKET 08023243054, 08023039359, 08066879292 Digital adspend: 8 Local News Any need for a rethink? 25 NEWS FEATURE TOP 10 Nigerian PR agencies to watch in Global ad spend to hit $579 billion in 2021, says report year 2021 MARKETINGPromoting the brand idea.: Issue 69, January/February 2021 N2000 US$ 6.5 ISSN 1597-1201EDGE www. marketingedge.com.ng: 42 FOREIGN NEWS mediaReach Apple Music unveils Africa’s MAKES HISTORY BECOMES FIRST AFRICAN MEDIA Superstars to the world AGENCY TO WIN AT FESTIVAL OF MEDIA GLOBAL AWARDS Nigeria’s Creative Industry potential is huge, says 56 BRAND OF THE Jane Maduegbuna MONTH (Afrinolly Boss) IWD: WHY WOMEN MUST CHAMPION NEW INSIDE DEFINITION OF CREATIVE 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 LEADERSHIP account with WPP for Best TV Station of and Dentsu the Year MARKETINGEDGE / March/April 2021 EDITORIAL Transforming through disruption isruption has become such with technology-enabled compliance. leveraging huge consumer bases, capital a buzzword that it has in As Harvard Business Review reported and data to disrupt the banking sector in a many ways lost its teeth. in a recent study of the longest-lasting fintech revolution never witnessed before. However, following the and future-fit organisations, the ones As business models and their reinvention inundation of Coronavirus which have stood the test of time are become the focal point, future-fit brands pandemic-related crisis in the last those that focus not just on ‘serving are now focusing on the search for new one year, rather than fade, disruption customers, owning resources, being bases of building strategic competitive Dis accelerating as a force - and so are efficient and growing’, but those that ‘try to advantage, not only to outperform businesses and brands transforming and shape society, share expertise, constantly competitors but to especially leapfrog redefining their value propositions and innovate, and focus on getting better not themselves into new areas of competitive opportunities. bigger’. advantage. Beyond the global pandemic such as Future-fit brands and businesses To keep pace with the accelerating Covid-19, disruption can also come from are built to face new challenges and speed of Covid-19-induced disruptions, technological development, regulation, innovate to seize the upside of disruption. businesses and brands need to reshape and consumer behaviour, sectoral convergence, Future-fitness is also about dynamism re-imagine their roles in order to ensure employment patterns, societal of purpose, action and vision while they are future-fit. Although brands have expectations, geopolitics, climate events creating flexible environment that enables always existed in constantly evolving and and more. innovation, new collaborations and new surviving volatile environments, the need In a ‘new normal’ where an increasing ways of working, drawing on talents and to embrace transformation and address number of tasks have become digitalised, incubating new ideas. In short, future-fit effective performance is now more than the premium is now high level innovation, brands and businesses reinvent a future ever. creativity, synthesising work, and on a fit for a better tomorrow. However, there The billion naira questions are: How new kind of leadership that empowers is little consensus of what future-fit future-fit are your brands and businesses? teams to uncover hidden values. In short, brand and business models really mean, How ready are they to articulate your innovation and value creation at all levels and especially how they are created, long-term value-creation narrative? Is are now core capability and focal centres evaluated and sustained. But for brands there enabling management to experiment, of future-fit brands and organisations. and businesses that weathered and are still make bets and re-imagine survival How can a brand or business be weathering the unprecedented storms of and growth outside of your traditional identified as future-fit? Future-fit Covid-19, and for the ones that sprouted capabilities? Is your long-term strategy brands are, by design, forward-thinking, from its crucible, the term future-fit is sufficiently adaptable and informed by proactive and inclusive in navigating the perfectly suitable. latest technology, information, mega disruptive and the unexpected. They are As the dust of disruptions occasioned trends and stakeholder insights in a outward-looking and show leadership by the Covi-19 crisis is trying to settle, Covid-19 crisis-ridden world? Is the wheel in balancing interests for the long-term. new markets are being created, and of your future-fit brand and business in They are transparent and responsive. They industry lines are getting blurred on daily alignment with the new normal? set agenda and are innovative in their basis. Social media companies such as In a disruptive and changing marketing oversight of human capital and culture as a Facebook, Twitter and Instagram are landscape, disruptive innovation and value driver. Above all, future-fit brands or becoming live entertainment broadcasters, not incremental change is required, and businesses have an expanded view of risks while service and telecom companies are aligning purpose with Cont’d on pg 8 6 MARKETINGEDGE / March/April 2021 Taste it. Discover life’s fl avour. Start Something Priceless Mastercard is a registered trademark, and the circles design is a trademark of Mastercard International Incorporated. Incorporated. International Mastercard of trademark design is a the circles and trademark, is a registered Mastercard Bring your passion for fi ne food to life and visit LostinLagos.com to uncover exclusive deals and enjoy priceless culinary experiences with Mastercard®. PUBLISHER/CEO John Ajayi, fnimn, NGE MARKETING EDGE Cont’d from pg 6 action is also paramount. While available GROUP CHIEF OPERATING OFFICER results indicate that progress is being made on Amos Oladele clarifying the nature and key dimensions of future-fit brands and MANAGING EDITOR/DIVISIONAL DIRECTOR business models, the trend of future-fitness will not abate anytime Ralph Tathagata soon. GENERAL EDITOR The Covid-19 crisis has upset past beliefs and models, and as Tunde Animasaun brands and businesses settle into the new normal, it is timely for DIVISIONAL DIRECTOR (MARKETING) Anietie Udoh brand custodians and business leaders to revisit their strategic priorities, look for what is different in the value chain and bring DIRECTOR (CONFERENCE & ACADEMY) Tamuno Kiri new value proposition into the new ways of operating. GENERAL MANAGER (STRATEGY & BUSINESS DEVELOPMENT) In this unique edition, MARKETING EDGE has again timed its Mojisola Daniels-Matesun searchlight on future-fit brands and organisations. DEPUTY GENERAL MANAGER (MARKETING) Our purpose and main objective in this exciting and Ogechi Odigbo illuminating editorial task is to unravel the brands and businesses ASSISTANT MANAGER, MARKETING that have become the heroes of the global Covid-19 pandemic. This Oladunni Olaifa to us became an editorial attraction centre in view of the fact that ASSISTANT EDITOR Jolaoso Alabi the pandemic has consumed so much in the annals of humanity. If the pandemic that stole upon the world discreetly and quietly could WRITER/CORRESPONDENT Kasim Bakare claim several millions of lives and rendered organisations hitherto REPORTERS/CONTENT WRITERS vibrant and result-oriented bankrupt and non-existent, celebrating Zion Rufus, Ibidunni Banjoko, Abimbola Mohammed, Felicia Nwosu and profiling brands and businesses that evolved and survived its DIGITAL CONTENT WRITER rampaging onslaught cannot and should not be seen as an exercise Kingsley Owowo in futility. CONTRIBUTING EDITOR While some cynics would want to be modest and cautious in Olopade Emmanuel shouting the “eureka” over the gradual easing off of the pandemic, EDITOR-AT-LARGE Baba Awopetu

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