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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
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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
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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 we, as a very forward looking and audacious organisation are unperturbed about the fading fame and menace of Covid-19. REPORTERS/RESEARCHERS Phil Sholapo Like never before, we remain cautiously and courageously CHIEF MARKETING OFFICER bold and optimistic about the future we have uncovered today. It SOUTH EAST/SOUTH-SOUTH REGION is in view of these and several other creative disruptions that have Ebube Otti, 08037102077, Living Street, Rainbow City, Port Harcourt, Rivers State redefined humanity and businesses that we are committed to this ABUJA BUREAU CHIEFS editorial task. Osho Rotimi, 08057023505, 08038024406, Dele Ogbodo, 08033055438 Our findings and reports in this robust edition remain a great MARKETING CONSULTANTS toast to industries, brands, corporations and humanity. It is a Taiwo Osho, Olawunmi Abiona, Lateef Talabi, Jeremiah Joshua, Hameed Olabisi salutary legacy offering to posterity about a decade and an epoch CHIEF MARKETING OFFICER, SOUTH WEST/SOUTH EAST ZONE that happened without any forewarning, but with unquantifiable Benedict Oluwadamilare Ajayi and unimaginable tragedies. MARKETING/EDITORIAL RESEARCHERS Adejumoke Omene We have showcased these brands and businesses to sign-post and commemorate the dynamism of the human spirit. This edition COMPUTER EXECUTIVE Senamy Adjagbe is a must read by current and future entrepreneurs who want to RECEPTIONIST make a mark in every challenging situation and circumstances. Oluwatosin Ajala Also packaged in this special edition are the regular news, CONSULTING GRAPHIC DESIGNER features and rich interviews with insights on contemporary Eddie Nwayen industry issues and developments. As usual, we have put together a CONSULTANT PHOTOGRAPHERS very robust and rich pot-pourri of authoritative and exclusive news Dapo Adeseko, Wale Wahab and reports that tug at the heart of the industry. DIRECTOR/COMPANY SECRETARY Modupe Olubunmi Ajayi We have done this painstakingly in our characteristic agenda- setting manner both in style and panache. EDITORIAL ADVISERS Dr. Ayo Teriba, Kunle Adesina, Sir Chris Ogbechie, Dr. Ify Uraih, Irrespective of industry, field or discipline, readers cannot but Chuddy Uduenyi, Bola Agboola, Ade Ogidan, Paul Oteri find this edition quite engaging and rewarding for their time. We BUREAUX have packaged and delivered this in very hot and sizzling prose NORTHERN ZONE (ABUJA) Rotimi Osho, 08038024406, Olanrewaju McCauley, 08028644058 style. PORT HARCOURT Biodun Ajibola, 08023432446 We enjoin our readers to join us in the voyage of discovery as ABUJA they read through the pages below and between the lines to uncover Gbenga Adeosun, (Associate Director), 08033020395 Charles Adebowale, Suite B10, NSTIF Plaza, the future-fit brands and businesses that are the undisputable Kashim Ibrahim Way, Wuse 11, 08059576778 GHANA heroes of the Covid-19 pandemic. C/O Business in Africa, F850/2, Adjoate Road, 16 Osu, Accra. Tel/Fax: 233 21 775449 NIGERIA Enjoy your reading! 11 Fadeyi Aladura Street, Off Oritshe Street, . Off Obafemi Awolowo Way, Ikeja, Lagos, 08105315254, 08023243054, [email protected], 08023039359, [email protected], [email protected], www.marketingedge.com.ng
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NEWS
and investment in tools of measurement of advertising effectiveness & efficiency, etc. Stakeholders object fine With the right support for the marketing communications industry, content development, local media investment and payments by local brands media infrastructural development will grow and improve organically. The group further said, “the Nigerian running adverts on CNN music and entertainment industry, as well as the movie industry did not emerge and become global by forced legislative fiats, but via organic growth and creativity of the practitioners. Production and content development capabilities are improving daily as technology and funding improve; these are the areas of support required for the local players and production industry to emerge and lead the world.” The HASG, as a body made up of advertisers, advertising agencies, media agencies, marketing activation agencies, out-of-home media agencies and broadcasting company groups, would like the Minister to engage the industry players and practitioners more and explore collaboration on issues like this before making these pronouncements that can significantly impact the industry. “Our sectoral group is made up of integrated marketing communications professionals and we should be engaged eads of Advertising Sectoral especially now that the world has become and consulted in matters relating to Groups (HASG), an umbrella body a global village, and Nigerians do not only our industry as it is done with other for all professionals in the Nigerian live within the nation’s physical boundaries professional sectoral bodies in Nigeria. We HIntegrated Marketing Communications but across nations and continents. will continue to reach out and be available sector, has strongly objected to recent It stated further that Nigeria-based to support the Ministry of Information pronouncements by the Federal news channels and contents developed and Culture as well as its regulator, the Government mandating all local brands locally are also consumed across many Advertising Practitioners Council of running adverts on CNN to henceforth pay countries beyond the shores of Nigeria Nigeria (APCON) in moving the marketing a fine of N100,000 naira only. with no special fines and levies imposed on communications industry in Nigeria Specifically, the Hon. Minister of companies who place adverts within them. forward.” Information and Culture, Alhaji Lai Speaking further, HASG revealed that Finally, the group strongly appealed Mohammed, had announced earlier this “while there are some merits in the bid to to the ministry as well as the National week that brands which run adverts during encourage and support local production Assembly to engage and involve the foreign matches must advertise during the of contents in a bid to support the local professional practitioners of the various Nigerian Premier Football League games. industries, the Minister must understand sectors of the marketing communications Besides, he said creating adverts abroad that these have to be allowed to develop industry in the conversations on policies for broadcast on CNN and other foreign organically. Also, many leading advertisers at the point of ideation, formulation and stations broadcasting in Nigeria will also be are multinational companies who rationally development of these policies. penalised with a fine of N100,000 each time seek to explore economies of scale in the This, HASG noted, is the best pathway such adverts run. production of materials, negotiation of to a progressive and implementable Objecting to the litany of rules, the costs and broadcast of their contents which legislation of policies and initiatives that HASG said, “it is important for the run across many countries. Even with this will improve the well-being of the industry Minister to understand that advertisers said, empirical information and trended and Nigerians. The ministry and the put their advertising investment where data show clearly that investment on local communication industry in Nigeria can the eyeballs of Nigerians are,” noting broadcast stations still outweighs that of benefit more from working together and that media decisions are driven by the foreign channels. in addressing the key issues concerning consumers interest, passion, inspiration and However, the body said there are the development of marketing, advertising aspirations”. many areas where the government can and sponsorships in Nigeria when the The body noted that CNN and other support the industry to grow, which capability and expertise of the professional international news channels are watched include funding in the areas of technical players are leveraged by Nigerians locally and internationally infrastructure, content development grants, .
10 MARKETINGEDGE / March/April 2021
NEWS NDPHC to dispatch stranded power, seeks customers
he Niger Delta Power Holding Abudullahi further described the plant In a published statement, NDPHC’s Company (NDPHC) has disclosed as one of the best amongst NDPHC plants Head, Communication & Public Relations, that the company is in search of with uninterruptible gas availability and a Mrs. Olufunke Nwankwo, the plant has Teligible customers to dispatch stranded good dispatch network. He noted that the five units (Gas Turbines) with a total power. company already has a power purchase designed capacity of about 600 MegaWatts, According to the Executive Director, agreement to supply 70MW of power and is wholly owned by NDPHC under the Generation, Engr. Kassim Abudullahi, to the West African nation- Togo from NIPP program. NDPHC has already commenced the power plant and are in discussion to Chief Operating Officer of Calabar discussions with willing buyers of the supply another 100MW to Paradise City in Power Plant, Engr. Oyewale Olugbenga stranded power; the power plants hardly Calabar. John, noted that the plant has remained operate to their full capacity because of “We are here on our on-going the best through the support of NDPHC grid constraints, and the firm is working inspection as part of the routine management and the good operation and tirelessly in getting more eligible customers maintenance we do on all our Power maintenance team at the plant. to dispatch stranded power from most of stations. Calabar is currently running two “Even though there are lots of them. units. In the morning there were three challenges, we are able to surmount them “Calabar is one of our best power units that were available and on the grid because of the cooperation between them stations under NDPHC and is one of the but because of the instability and some and us. With the experience we have power stations with good gas supply, where frequency controls we had to go down gained over time from other power plants, we have a GSA with ACCU Gas. The with one unit”. The other two units are we are able to keep the plant going because Power Station also has a good dispatch undergoing routine maintenance on the of the existing cooperation in the O&M network and some eligible customers as transformer lube oil system and also a team”, he added well” Borescope inspection on the engines”. .
organizations inviting experiential APCON, AAAN move to resolve pitch marketing agencies for pitch should prepare to pay N500, 000 as rejection fee challenges in the industry fee to the agencies not picked. Citing a scenario, EXMAN President, Tade Adekunle said: “When you invite 17 or 18 agencies to come and pitch for a business they will only take one or two agencies and eelers emanating from the Nigerian Babaeko disclosed that the umbrella thereafter you will start seeing some of the marketing and advertising eco advertising body, together with APCON, system have revealed that the are currently working on the issue. Fcontroversial non-payment of pitch fees by The disclosure which was made on his the clients may soon become a thing of the Twitter handle, attracted the immediate past. MARKETING EDGE investigations reaction and engagement of other industry has also revealed that the age-long issue experts including Tosin Adejuwon, a that has caused some ripples between marketing communications professional the consultant creative agencies and their and certified member of APCON and clients are being closely worked upon by NIPR. Mr. Adejuwon stated that only the Advertising Practitioners Council of Nigerian agencies are being taken for Nigeria (APCON) and the Association of granted as such would never be permitted Advertising Agencies of Nigeria. in Kenya or foreign countries. It will be recalled that the issue This long standing argument as to generated another heat in the sector when whether clients should pay pitch fees to the Perez Tigidam— a Communications & agencies has stirred serious controversy in Reputation management consultant and the industry. MARKETING EDGE took Creative Director at Arden and Newton the leap to garner the views of few industry expressed his disaffection over the lack of experts on the issue. pitch fee payment by the Nigerian client In 2020 during an AGM, the companies. In response to Tigidam’s Experiential Marketers’ Association of frustration, AAAN President, Steve Nigeria’s (EXMAN) announced that
12 MARKETINGEDGE / March/April 2021
NEWS ideas that some of the rejected agencies have given. Also, when agencies go for pitch they incur cost on research, creatives Promasidor imports cows to boost and others.” In 2016, the AAAN tried to enforce the local milk production in Nigeria payment of pitch fees, and according to the former AAAN President, Mr. Kayode Oluwasona, there were cases where the body sanctioned clients for defaulting on the payments. In 2019, the Association also declared its full support that agencies be well compensated through payment of pitch fees to augment their strategic and creative inputs. Although it is a standard practice in some countries, it appears to be failing in the Nigerian market. The pitch fee was introduced as a way of compensating the agencies for all the efforts, non-recoverable external costs, human resources, expenses incurred, and the intellectual input channeled towards the success of the pitch. In this regard, the Chief Executive Officer, 7even Interactive Limited, an award-winning marketing and creative advertising agency, Taiwo Agboola pointed he Ikun Dairy Farm Limited Agricultural Service of the US Mission in out that there was no monetary value that (IDFL), a joint venture between Nigeria, the Ikun Dairy Farm, and senior could be pegged or used to qualify the Promasidor Nigeria Limited and officials of the Nigerian Federal Ministry concepts, intellectual property and the TEkiti State Government (EKSG), has of Agriculture, with support from the efforts channeled towards the success of a announced the arrival of the first batch Central Bank of Nigeria (CBN). pitch as “you can’t pay enough for concept”. of pregnant Jersey cows from a minimum His words: “The United States When pitching for a prospective pre-ordered pool of over 500 heifers from is the leader in producing dairy account, agencies would use portfolio, the United States, as part of efforts to cows. Promasidor Nigeria Limited boost local milk production in Nigeria. in partnership with the Ekiti State slides, video, storyboard and other The Cargo with the cows arrived at Government and with the strong support channels to review their organizational the Muritala Muhammed International of the CBN has successfully started an set-up, result for other clients, types Airport Lagos as an addition to the integrated dairy industry in Nigeria of accounts, experience of personnel, biological pool of 192 indigenous and with the acquisition of the first batch of specializations, and any other information crossbreeds available on the farm. pregnant Jersey breed dairy cows from the pertinent to winning the account. As It was disclosed that Ikun Dairy Farm US. A sustainable dairy industry requires such, the pitching fee was to serve as Limited through Promasidor and Ekiti modern genetic cows. This collaboration compensation to the agencies. State Government, with the support of the marks the beginning of increase in milk Executive Director, Media Edge Central Bank of Nigeria (CBN), is working production and the enhancement of the Communications, Mr. Adedotun towards ensuring that more of the breed dairy value chain in Nigeria.” Adebowale, opined that the enforcement would arrive in the coming weeks. To further support the Nigerian dairy of pitch fees would limit the number of The shipments will provide a better industry, Smith noted that the Foreign agencies clients would invite. According breed of cows for the rapidly growing Agricultural Service of the US Mission to the marketing communications Nigerian dairy industry, which will is designing a two-week long training practitioner, clients would only reach out help the diversification of the Nigerian programme in the United States for to the number of agencies they can cater economy. diverse Nigerian dairy stakeholders. The for, as against inviting so many because The Counselor for Agricultural Affairs training programme holding later this year there is no fee attached. He added that at the US Mission to Nigeria, Gerald will introduce participants to the unique pitch fees should be a standard practice Smith, noted that the introduction of characteristics and genetic potential of US in Nigeria’s marketing communications US dairy cows would boost local milk dairy cows: “We believe these efforts will sphere. production and contribute significantly maximise the local dairy sector potential The AAAN has been urged to to ensuring sustainable food security in and help Nigeria emerge as a major player encourage agencies not to accept briefs or Nigeria. in the dairy market in the region.” he participate in any pitch process that does Smith added that the successful concluded cattle shipment was as a result of the . not have pitch fees attached . strong partnership among the Foreign
14 MARKETINGEDGE / March/April 2021
NEWS MARKETING EDGE announces slight change in airing time for MARKETING EDGE on TV
ARKETING EDGE, Nigeria’s with their target audience with a view to leading brands and marketing becoming top of the mind, while gaining focused multi-channel platform, brand loyalty and patronage. The half-hour Mhas announced a slight change in the TV programme reputed for showcasing broadcast time of its industry respected high calibre industry personalities on and highly authoritative weekly television industry conversation also features programme, MARKETING EDGE on TV. contemporary and topical issues under The programme, which for almost “Brand In Focus, a special analytical news three years has been aired on TVC feature segment of the programme. News, DSTV Channel 418, consistently During the flag-off of the TV on Wednesdays between 11.30am and programme, Ajayi had stated: 12noon, would be aired henceforth “MARKETING EDGE on TV is the of the weekly programme, noting that between 12.30-1.00pm on the same day on latest addition to the MARKETING rather, it was a call to make the programme the same channel from Wednesday, March EDGE family, and it’s a demonstration richer, better and bigger which his team is 10, 2021. of the organisation’s commitment to more than ready to do. While making the announcement, helping Nigerian brands grow and also It would be recalled that MARKETING Mr. John Ajayi, the Executive Producer help consumers make informed buying EDGE on TV debuted in July, 2018 with of MARKETING EDGE on TV and decision.” the sole aim of expanding the frontiers of Publisher/CEO of MARKETING EDGE He added: “MARKETING EDGE on brand and marketing reportage, promising magazine, disclosed that the slight TV’s mission is to provide professionals to offer a potpourri of happenings and adjustment in time was due to a slight from across the marketing, advertising developments in the Integrated Marketing schedule change on the daily schedule at and media communities with the creative Communications sector in Nigeria. TVC News as the Numero Uno TV station firepower they need to attract and Since inception, the programme has in Nigeria was extending its very popular delight consumers. In doing so, we help consistently featured top players, gladiators and globally acclaimed programme, Your to strengthen brands and enhance their and professionals in the competitive View to two hours daily. business success, as well as advance the business of brand management and the Ajayi reiterated the fact that the careers of all those, who throughout the management of brand business in Nigeria. adjustment in time would not take value chain, create magic and turn it into It has always offered brands and brand anything away from the very rich content profit” owners very great opportunities to connect .
of Nigeria.” AAAN concludes 2021 business outlook The AAAN also recently conducted its 2021 business outlook webinar tagged “The webinar, inducts new members Future of Advertising”. The webinar featured two key discussants including MTN Nigeria’s, Chief Transformation Officer, he see all the young members become part of Bayo Adekanmbi who spoke on the Big data us. The dream is bigger than what we alone and the effect on the future of advertising; can handle; in some years when our tenure and CRO Media and Advertising Africa, Association is over, the legacy has to go on, and we also T TVC Communications Limited, Ronan of Advertising have to keep the vibrancy going within the Redmond led the discussion on The New Agencies of industry. We are working with APCON to Media Consumption Habit and its effect on Nigeria (AAAN) push that as well.” the future of advertising. recently inducted Adebayo Owosina, Founding Creative The four panelists were MIPAN four new Director, The Hook, expressing his President, Femi Adelusi; Managing members. The newly inducted member gratitude via an Instagram post said: “Thank Directior TBWA,Kelechi Nwosu; Director agencies are Imaginarium Marketing you AAAN, we at The Hook are honored of Strategy Yellow, Brick Road, Onyewuchi Communications, Poke Limited, The Hook, to be part of the association. Big ups to the Nnenna; and Founder, Digital Masterclass, and Brand Mark. president, Steve Babaeko and every member Eyitayo Olayemi. In an exclusive interview with of the leadership.” Following the conclusion of the webinar MARKETING EDGE, AAAN President, Imaginarium Marketing and the prepared launch of the AAAN’s Steve Babaeko who headed the induction Communications, a Lagos based advertising Ad Academy, in his statement, AAAN and welcoming of the new member agencies agency announced: “Six years going, with President, Steve Babaeko also disclosed that said: “Inducting new members into the focused leadership, a dedicated team and there is a lot to look forward to under his AAAN is part of the decision of EXCOS perseverance, we are excited to be inducted to try new membership. I am really glad to to the Association of Advertising Agencies leadership as the year 2021 unfolds.
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sector and induce renewed interest FG plans National Dairy Policy in the development of the Dairy sub- sector, particularly in recognition of the nutritional and livelihood importance of to promote local industry milk and other dairy products in Nigeria. The industry is largely subsistent and consists of local milk production, importation, processing, marketing and consumption. The consumption of aggregated and bulk milk is less than 20 percent of the local potential. His words: “The long neglect of the livestock sector has put a lot of burden on the import bills of the country. “To facilitate this growth, the Ministry is presently collaborating with the Federal Ministry of Industry, Trade and Investment (FMITI), Raw Material Research Development Council (RMRDC) and Central Bank of Nigeria (CBN).” The Ministry of Agriculture is also collaborating with the Federal Ministry of Finance, Budget and National Planning and the private sector, to promote and develop the local dairy industry. The Minister said the collaboration oised to promote and develop Development, Alhaji Muhammad Nanono, with other Federal MDAs on Nigeria’s Milk Nigeria’s dairy industry and made this known during the opening of policy will create a National Dairy Policy consumption, the Federal a Wider Stakeholders Engagement on which would be forwarded to the Federal Government has announced the launch of National Dairy Policy recently in Abuja. P Executive Council (FEC) for approval a National Dairy Policy. The Minister disclosed that Nigeria . Minister of Agriculture and Rural needs to maximise its potential in the Coca-Cola considers options for $6 Billion Africa bottling unit
Africa, Ghana, Kenya, Ethiopia, including AG in 2017. It had acquired the majority Kenya, Ethiopia and Ghana, accounts for holding less than a year earlier, when it about 40% of The Coca-Cola Company’s paid $3.15 billion to buy Anheuser-Busch drinks sold on the continent. Coca-Cola InBev out of the African bottling joint concluded a deal earlier this year to venture. increase local shareholding in its South The U.S. beverage giant had wanted Africa bottling unit. to refranchise the unit as part of its According to Bloomberg, deliberations global plan to divest its manufacturing are ongoing and there is no certainty that and distribution assets to focus on main this will lead to a sale or IPO. The soft beverage business and boost margins. In he Coca-Cola Company is drinks giant holds 66.5% of Coca-Cola 2019, the Coca-Cola Company announced reportedly considering options Beverages Africa and is speaking with that it would no longer refranchise its for its bottling business in Africa, potential advisers about its exit options. Africa bottling business, Coca-Cola including a sale or initial public offering. T A sale or IPO of the stake could value the Beverages Africa, CCBA, and would In 2020, Coca-Cola had disclosed plans to African business at about $6 billion which instead keep its majority stake in the unit restructure its business and slim down its is subject to change depending on the level for the time being. At the time, Coca- portfolio. of buyer interest. Cola HBC and rival Coca-Cola European The Coca-Cola Beverages Africa Coca-Cola initially tried to offload Partners were seen as potential buyers for business which serves 13 countries in the stake after it pulled interest from the the unit sub-Saharan Africa including South likes of Heineken NV and Coca-Cola HBC .
18 MARKETINGEDGE / March/April 2021
NEWS MultiChoice announces N90m grand prize for BBNaija season 6
to be auditioned for the sixth season of the Big Brother Naija reality show. The grand price for this year’s BBN season six is N90 million. This announcement was made known by the company in a statement recently. This year’s reality show grand price makes it the highest grand prize since the BBNaija debuted in 2006. The company further said BBNaija season six ticket will be available for people from the age of 21years or older and of Nigerian nationality with a valid Nigerian passport. Multichoice also said to get an early audition, the interested participants will have to pay on DStv Premium, Compact Plus, Compact, Confam, Yanga package or on GOtv Max or Jolli package, following which they are to send an email to [email protected] with their name and smartcard or IUC number to receive a unique website link to fill out the registration form and complete the audition process. The #BBNaijaEarlyAccess online auditions will also require interested participants to make a two-minute video stating why they should be picked to be a Housemate this season. This year’s edition of the show returns soon, and you can stay up to date with all information about the auditions by following frica’s leading entertainment provider, MultiChoice, has the official BBNaija, DStv, GOtv and Africa Magic pages on social announced that it’s offering customers on its DStv and media AGOtv platforms the opportunity to be among the first .
Google commits $29 Million to tackle misinformation and fake news oogle has announced that the organizations working on disinformation company will be committing €25 research, strengthening media literacy, and million ($29 million) to tackle fact-checking. The European Digital Media misinformation and fake news as big tech Observatory, a body made up of fact- G held to account by democratic institutions companies face criticism and continuous checkers and academics that was formed for their policies on misinformation. But scrutiny for “failing” to curb the spread of by the European Commission last year, will more broadly we believe these decisions misinformation online. evaluate and select the projects. should be made through open, democratic Google disclosed that the funding to Youtube, Facebook, Twitter, and and transparent processes, rather than by the European Union’s newly established Google have been under intense scrutiny commercial interests.” European Media and Information Fund is for failing to tackle large volumes of Facebook outlined efforts the team a five year commitment which will support misinformation on their platforms that had made to counter disinformation, the work of the European University have been exacerbated by the pandemic. including working with 80 fact-checking Institute, the Calouste Gulbenkian FullFact, a UK-based fact-checking organizations and labelling debunked Foundation and the European Digital organization which is partnering with stories. Twitter’s Jack Dorsey shared that Media Observatory. Google is the first big the tech firms to find new ways to fight to combat misinformation must be linked tech company to contribute to the fund. disinformation stated: “Bad information to “earning trust” from users by focusing The launch of the European Media ruins lives. In the wake of the US election, on “enhancing transparency, ensuring and Information Fund will provide grants we saw how false claims and conspiracy procedural fairness, enabling algorithmic to researchers, fact-checkers, not-for- theories directly contributed to assaults on choice, and strengthening privacy” profits, and other public interest-oriented democracy. Internet companies should be .
20 MARKETINGEDGE / March/April 2021
NEWS
and one of the critical purposes of having EXMAN urges members to take an industry body is to be able to train our members and improve professionalism advantage of pension scheme for our practice and compliance with government regulation which is a very key aspect of professionalism.” of a pension scheme cannot be He added that the training will help overemphasized as it mitigates future them to know how best to engage the hardship and makes employees’ future authorities regarding the challenges their secured which in turn boost productivity. members are facing as regards tax and xperiential Marketers’ Association He said pension is expected to be pension. However, he stated that tax of Nigeria (EXMAN), whose mission taken from basic housing and transport reduction can be given to their members. is to protect, promote and regulate allowances while the eight per cent is “Concession such as the one they the strategic interest of certified players E deducted as employee’s contribution and (government) have with the construction within the Nigerian experiential Industry, the employer on their part contributes an industry where they have 2.5%, such things has equipped its members on the benefits additional ten per cent and they should not if they come our way would also help our of taxation and pension scheme and be in default. business significantly.” how they can also take advantage of the He urged EXMAN members to comply Also, Financial Secretary, EXMAN, opportunities inherent, as well as ensuring and speak to their pension managers when Bola Oyebade stressed on the importance that compliance and work are done within they have issues and those who don’t have of taxation and the need for members the details of the law. them should as a matter of urgency engage to embrace it, as many of its members The hybrid event, tagged: “EXMAN one. are having issues with their taxes and Training 2021”, held at the Hibrid Studio Similarly, Former EXMAN President, the training, he believes, will make them in Lagos, had Oluseye Arowolo, Partner, Kayode Olageshin stated that compliant Tax and Regulatory Services, Deloitte and “EXMAN is an industry association . Touche on the topic “Nigeria’s Changing Tax Landscape” and Lanre Oyenekan, Team Lead, Business Development at ARM Pension Manager; spoke on “Relevance of Pension in The Changing World” Mouka collaborates with Nigeria’s EXMAN President, Tade Adekunle in his welcome address, said the essence of tallest man assures Nigerian’s that Mouka provides the training was to educate and enlighten the right sleep products to suit an members to help them understand the tax individual based on their age, body build, and pension scheme and how they can confront some of the challenges they are budget and lifestyle. facing in that aspect of doing business. The Mouka Wellbeing range of “The area of tax is where we have been mattresses has been certified and having challenges. With the government endorsed by both the Nigeria Society of going about it in a very brutal way, going Physiotherapy (NSP) and the National after virtually all the companies under Association of Orthopaedic Manual marketing communications and other Therapists (NAOMT). companies in Nigeria, we are of the opinion Both associations have certified that we need a better understanding of what the Wellbeing range as ergonomically is expected of us. compliant, aligning the spine and This is to really have a good relieving tension from pressure points understanding of the system and avoid around the body. The Wellbeing Regal falling foul of the law. That is why we ouka, Nigeria’s most preferred full orthopaedic mattress is highly asked the top management and finance mattress brand known for recommended for the elderly and those management experts to become part of our adding comfort to life, has experiencing back pains. training today,” he said. Mdonated a customised Wellbeing Regal Mouka’s Chief Executive Officer, He added that after the training its orthopaedic mattress to Afeez Agoro, Raymond Murphy, said the brand is members would be able to manage their tax Nigeria’s tallest man, for the quality sleep continuously looking at ways to add process on time not to wait for when there he desires for his 7 feet 4.58 inches frame. comfort to Nigerians’ lives, especially are issues. As a company that understands those in dire need of relief from body Meanwhile, Mr. Arowolo pointed and propagates the importance of aches and pains. out that multiple taxations is a structural quality sleep, Mouka, Nigeria’s foremost Mouka produces a wide range of problem in Nigeria. However, he said for manufacturer of branded mattresses and other quality brands in its portfolio EXMAN members to take advantage of pillows, came to the aid of Agoro who the tax system, they need to engage with and these include Mondeo Plus spring previously had difficulty finding the right professionals, do impact assessment, train mattress, Flora range of mattresses, sleep solution. staff members on new tax requirements and Dreamtime water-resistant mattress, and In fulfillment and true to its current understand that by law, withholding tax can a wide range of pillows to help Nigerians marketing campaign which says: “There be brought forward, amongst others. sleep well and wake up refreshed Oyenekan stated that the importance is a Mouka for Everyone”, the brand .
22 MARKETINGEDGE / March/April 2021
NEWS
NIPR National Council announces its Election Guidelines for 2021
n a bid to inform its members on the upcoming national election, which will take place on 20th May 2021, National IInstitute of Public Relations (NIPR) has announced the guidelines for the election in a notice signed by Principal Assistant Registrar, NIPR, Kayode Yeku. According to the statement, the Electoral Committee is charged with the conduct of election of 17 Governing Council members from all the 36 state chapters in the country and Abuja, the Federal Capital Territory. Also, it is to supervise the election of the President and the Vice President. website at www.nipr.org.ng under Thursday 15th April 2021 at the national Election shall be by secret ballot. Any Resources/downloadables. secretariat of the Institute, Plot A4, A.R.O; member who has not been recertified and Each contestant must pay to the Plaza, Herbert Macaulay Way, Zone 6; is not up-to-date in the payment of annual NIPR Union Bank Account Number Abuja commencing from 12.00 noon to subscription up to year 2019 shall be 0005794220, a non-refundable application 6.00pm. disqualified from the election. fee of Twenty -Five Thousand Naira Only List of cleared candidates will be The payment of annual subscription (N25,000.00) to obtain the 2021 Election published on the Institute’s website on shall qualify one to vote and be voted Nomination Form from the NIPR Web Tuesday April 20, 2021. Accreditation for as follows: Fellows to pay a sum of site. Please attach photocopies of receipts based on the list of paid up, recertified N25,000.00, member N15,000.00, associate of all payments for nomination forms and members and voting will start N10,000.00. annual subscriptions made. simultaneously at 10.00am on 20th May Any candidate whose Nomination Each contestant must be nominated by 2021 with the announcement of results Form contains false declarations in any two (2) paid up and recertified members immediately after collation. An Electoral manner stands disqualified. All contestants of his/her chapter with relevant receipts College of Council Members-Elect shall shall conduct their campaigns in an orderly attached. proceed to elect the President and Vice and decent manner at all times. Completed nomination forms shall President of NIPR. Campaigns including sloganeering, be returned with copies of all relevant Presentation of Certificates of Return display of placards, banners, posters and academic and professional qualifications will be done after announcement of handbills shall not be allowed at the venue and one copy of passport photograph of results. Any state chapter with more than of the election. Any contestant or their the candidate to the Secretary, NIPR 2021 (100) One Hundred registered/recertified agents who violates these rules stand Electoral Committee C/o NIPR Secretariat members may produce not more than (2) disqualified. Campaigners shall also be Abuja office on or before Thursday April Two members of council, provided the (2) disqualified for any breach of this order. 15th 2021. Forms not delivered/submitted fall within the first (17) elected members at Each contestant may be required to to the NIPR National Secretariat Abuja will the end of result collation for that election. address the house for a maximum of three not be treated. You may also come along The decision of the Electoral (3) minutes. Ballot papers will contain the with your completed nomination form to Committee shall be final and not names of all duly cleared contestants for the venue of the screening exercise. subject to any litigation. Please note the said election. Contestants must submit the name and that all participants at the Annual Every contestant/voter must cast his/ passport photograph of one polling agent General Meeting MUST comply with her ballot paper into the ballot boxes/ each to the NIPR Electoral Committee all the necessary protocols of Covid-19 baskets provided for the election with the during the screening exercise. Such as stipulated by the relevant health names of contestants boldly displayed on polling agents are expected to be paid up, organisations and organisers of the NIPR the boxes. However, any ballot cast into the recertified members with relevant receipts 2021 Annual General Meeting. box of a candidate different from the name attached. The statement warns that non on the ballot paper will be voided. Members of the Electoral Committee compliance with the above guidelines Each contestant will download the are not eligible to vote or be voted for. shall lead to the disqualification of the nomination form from the institute’s Screening of candidates will take place on contestant.
24 MARKETINGEDGE / March/April 2021 Abilinis Advert
1, Erinola Salako, Behind Nigeria Institute of Journalism, Ogba, Lagos. Tel: 08036157671 Email: [email protected] NEWS
Unilever Nigeria’s Tea segment to become a separate legal entity
eading FMCG company, Unilever has disclosed its plans to separate its tea business into La separate legal entity in line with the Loose media officially launches company’s global strategic review. In a published statement signed by into the market space the company’s secretary, Mrs Abidemi Ademola, General counsel & Company secretary, Unilever Nigeria announced: ast rising digital first marketing and me the best team ever. I wouldn’t have “Further to the announcement made media agency, Loose Media, has come this far without this team”. on 5th August, 2020 about Unilever’s launched into the digital marketing A vibrant, energetic marketing and global announcement on the Strategic Fspace. media agency that is quickly writing its Review and planned separation of The digital agency which began digital footprints in the market, Loose its Tea business, this is to notify The operations in May 2020 has officially Media is motivated by a desire to create Nigerian Stock Exchange and our launched, solidifying its place in the meaningful connections for brands and esteemed shareholders of the plan to marketing and advertising ecosystem in their target audience, telling impactful separate the Unilever Nigeria Plc tea Nigeria and beyond. stories for brands that captivate the hearts business into a separate legal entity.” Although it started operations in 2020, of customers, which they have been known “The planned separation will go Loose Media comes power-packed with to do in a short time. through the normal approval process top talents and experts known to make On the goals of the company, Charles and is expected to be concluded magic happen in the digital and traditional Avackaa, the COO of Loose Media, by the end of 2021. We shall keep marketing industry. Little wonder the explains, “Our services are geared towards the Nigerian Stock Exchange and agency successfully launched Vbank, a building a brand people love, use and stakeholders informed of subsequent leading digital bank in Nigeria, and played talk about. That’s why our vision is to be developments on this matter,” the a key role in the massive 400% growth the the hub of value-driven creativity and statement concluded. bank saw in its first year of launch. the foremost expert in the marketing In 2020, Unilever global Speaking on the launch, Ized ecosystem out of Africa. This is what headquarters announced a strategic Uanikhehi, MD/CEO Loose Media drives us every day”. review of the global tea business expresses her excitement, saying, “In In a closing remark, Uanikhehi shares which includes leading brands such my 15 years’ experience in marketing, I how the team is sure to break grounds as Lipton, Brooke Bond and PG Tip. can honestly count this as my proudest and encourages brands and businesses The review, according to Unilever, has moment. At Loose Media, what sets us to experience out-of-the-box, creative prompted the decision to retain the apart is the fact that we are KPI and data thinking that solves problems. tea businesses in India and Indonesia, driven, plus we have a vast knowledge Among the many clients and partners as well as the partnership interests in of the digital marketing industry and we on the Loose Media portfolio are the ready-to drink joint venture, while know what works”. She further says, “I am Vbank, EverdonBDC, Anchoria Asset noting that the tea business potential really excited about how far Loose Media Management, Afripay, Cellar Central, can best be achieved as a separate has come. “I am grateful to God for giving Risevest, and other top brands. entity.
26 MARKETINGEDGE / March/April 2021
NEWS Elkris Superoat Swallow thrills with open market and neighbourhood storming
LaCasera wears a cool new lkris Superoat Swallow, a premium oat brand from the stable of Elkris Foods Nigeria Ltd, has been thrilling its teeming consumers as it embarked on a fun-packed brand activation in major open markets and neighbourhoods within Lagos metropolis. look EThe innovative food manufacturing company landed its high impact brand activation at the popular Agege market and its environment amidst pomp and pageantry in a strategic move to create fun, excitement and unique consumer experience for its target Nigeria’s leading Apple Carbonated Soft audience while creating unrivalled brand awareness and top-of-the-mind presence. Drinks maker, The La Casera Company, Elkris Superoat flour was introduced in 2014 as a well-researched food product and an has unveiled a fresh new look for its alternative to starchy food. It is specifically produced to help consumers move away from flagship brand, La Casera Apple Drink. the conventional food concept to a more healthy eating habit. La Casera, on its Twitter handle @ Elkris Super Swallow is made only from organic whole oats, grown and milled to lacasera, said: “If your guess was a new maximize its natural goodness. It is cultivated in UK, finished and packaged in Nigeria. label then you were absolutely correct! Commenting on the brand’s initiative, Elkris Foods Nigeria Head of Brand We bring you an exciting new label, same Management, Mr. Peace Chieke disclosed that apart from leveraging other platforms offline and online to create awareness for the brand, the market activation was part of the refreshing apple taste and FRESH VIBES.” strategic plans aimed at reaching over two million homes across Nigeria by the year 2025. The La Casera Company Plc, maker This, he revealed, was intended to make them appreciate all the amazing benefits available of La Casera Apple and other refreshing to consumers by patronizing and consuming Elkris Superoat. beverages, is the go-to source for choice He added that the competitive edge of Elkris Superoat remains in its healthy drinks in the Carbonated Soft Drink (CSD) ingredients and its multi-purpose benefits which are what consumers are looking for and category. It has made a remarkable impact which is what super oat pay-offline, “Eat your way to better health” stands for. in the CSD market in Nigeria, giving a He further revealed that the essence of the open market and neighbourhood activation major push to the erstwhile unimpressive is to ensure that Elkris becomes a market leader and a household name in all parts of the Carbonated Soft Drink (CSD) segment in country and, of course, in the world in general. Nigeria with the launch of La Casera, the One of the numerous consumers who participated in the activation, Mrs. Justina first CSD in PET bottle with an amazing 4% Emmanuel, said she is in love with Superoat and its value offerings, adding that she has real apple juice. been patronizing it for two years now. Led by La Casera, one of Nigeria’s Another consumer, a major distributor in Agege market, Alhaja Great Hope attested most valuable and recognisable brands, its to the fact that the brand is unique, compared to other swallows in the same market company’s portfolio features other quality category, “especially for those who want to be healthy and not fat”, she said. products like Smoov Chapman and Bold The activation exercise, had earlier been kick-started in Ikorodu market as its first Bitter Lemon. point of call and moved to Ikotun area of Lagos from where the train finally moved to All products manufactured and Agege, for consumers’ to share in the unique experience. distributed by The La Casera Company Plans are under way to take the brand to other Lagos popular markets like Bariga, Plc are approved by the highest regulatory Somolu amongst others. bodies in Nigeria when it comes to food, Super Oat Swallow can be eaten with any kind of soup, it is a multi-purpose swallow, health and safety and this unquestionably as it can be used to bake cake, cookies, biscuits as well as serve as breakfast cereal for makes them certified fit for consumption families, and it comes in various sizes such as 650g, 1.3kg and 5 kg, respectively . by all.
28 MARKETINGEDGE / March/April 2021 The ampersand in our name is more than just a logo device. Itʼs a metaphor for the connections that define who we are.
The business relationships that almost always translate into long-term affairs.
The bond that sees our team achieve the perceived impossible.
The attraction we foster between the brands we manage and the people they exist for.
The collaborations with some of the worldʼs most creative people to transform our clients businesses in ways that some- times defy logic…
And since youʼve read this far, perhaps it could also tell the story of something phe- nomenal thatʼs about to happen between us & you.
Drop us a line. Letʼs connect sou.com.ng
Creativity that works NEWS Elev8’s Lekki Gateway offers 1m eyeballs to advertisers Pepsi Zero Sugar declares end of compromise in new campaign
epsi Zero Sugar has launched a marketing campaign that includes more than 70 ads tailored to address a variety of moments in men’s daily lives. lev8Media Advertising Ltd, the dynamic Lagos-based PThe new campaign, “Zero Sugar, Zero Compromise,” is marketing services agency, has further opened up said to be aimed at men in their 30s and 40s who are tired Lekki to advertisers by launching a unique board, the of settling. Depending on what TV show or YouTube clip ELekki Gateway. ‘The Lekki Gateway’, strategically located at a person is viewing, the brand will serve a spot with audio the first gate entrance of Lekki Phase 1, is viewed by more relevant to the content while showing a can of Pepsi Zero than 500, 000 people daily thus capable of offering at least Sugar being poured into a glass filled with ice. Take for instance someone watching a hockey game, might one million eyeballs daily to advertisers. see a commercial about waking up early to bring the kids to In a release by the marketing services agency, Funmilade hockey practice. Another person flipping on The Late Show Alalade, the company’s CEO, said: “This exquisite portrait with Stephen Colbert might see an ad about having to go to billboard named Lekki Gateway leads to the eyes and hearts bed at 11 p.m. despite enjoying edgy comedy. of over 500,000 daily commuters of Lekki Phase 1 residents PepsiCo’ svp of Marketing, Todd Kaplan, said: “The big and visitors and is the master influencer of their actions.” insight when you talk to this consumer is they’re constantly Addressing advertisers and brand managers about the compromising for others for their boss, for their wife, for unique value proposition of the Lekki Gateway, he said that their kids, even around their diet because their metabolism is slowing.” “to capture the heart of your target audience, you have to The campaign’s underlying idea is that though adult life go through a gate – the mind, a very powerful asset. The requires many concessions, Pepsi Zero Sugar will never ask mind is the gateway to our hearts, the key decision-maker, anyone to sacrifice taste for well-being. The ads are scheduled and the master influencer of all thoughts, emotions, and to appear on TV, digital and radio. actions”. Goodby Silverstein & Partners handled the creative. OMD Elev8 has been pushing the frontiers in outdoor is managing media placement. advertising and this latest addition bears testimony to Much like how beer companies have been promoting hard seltzer as an alternative with fewer calories and carbohydrates, the creativity and innovativeness that characterises the soda makers are looking to boost sugar-free options as company’s offerings. demand for healthier beverages continues to grow. “In growth, we learn to make smarter choices. We Data from market research firm Euromonitor International ultimately learn that the best way to stay ahead is not shows that in 2020, Coca-Cola Zero Sugar (formerly branded always by worrying about the next event, but by setting as Coca-Cola Zero) controlled 7.9% of the U.S. carbonated goals and positioning ourselves for the right opportunity to cola market, up from 6% in 2015. Pepsi Zero Sugar (formerly capture the heart of our target audience. Pepsi Max) has remained flat during the same time period, “Just as our heart determines how we function, our shifting from 0.3% to 0.4%. Pepsi is focused on the sugar-free category, which is poised mind determines our next course of action. With the right to expand alongside other health-conscious trends. “We’re mindset, growth is inevitable,” Alalade affirmed. going to be investing a lot to win,” Kaplan said.
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NEWS
them. I can’t wait to take this experience to Heineken launches ‘You’re Never other cities.” On social media, the brand also connected with consumers by staging the Watching Alone’ campaign UEFA Champions League Trivia Nights, from which fans were rewarded with exclusive Heineken merchandise every successful due to how match day. well-received the activities With a global reach of more than a were by football fans. Their billion every season, the UEFA Champions reception has motivated League is undoubtedly one of the biggest us to deliver even more football competitions in history. The premium experiences as the startling game experiences produced in the competition progresses,” she Round of 16 phase portrays the excitement said. of the competition, with Porto staging a The activities saw the fantastic underdog win against Juventus brand tour cities in the and Olivier Giroud, of Chelsea scoring East such as Onitsha and from an outrageous overhead kick against Enugu, exciting football Atletico Madrid in the first leg of the tie. eineken, proud sponsor of fans with the best of music, With the quarter-finals of the the world’s most prestigious giveaways, and other attractions during competition in view, Heineken has club competition, the UEFA the UEFA Champions League Experience promised to increase the scale of its HChampions League, has returned to the nights hosted by e-sports fan, VJ Adams. campaign with more exciting activities, screens with an entertaining start to the According to him, “Touring these cities has more rewards, and more opportunities for knockouts phase. been one of the most exciting things I have the fans to connect and share their passion. The brand, having sponsored the done in months. The UEFA Champions League resumes competition for over 25 years, is once The passion Nigerians have for football again on April 6 with the quarter-finals again at the heart of the conversations, is unrivalled and I’m glad Heineken stage delighting football fans across the world recognised this and put this together for . and especially in Nigeria with exciting online and offline experiences. The Round of 16 phase featured exciting an unpredictable fixtures which NIPOST begins automation saw Chelsea, following their 3–0 aggregate win over La Liga leaders, Atletico Madrid, join Bayern Munich, Manchester City, of post offices Liverpool, Real Madrid, among others in the quarter-finals. In the 2019/2020 season, and in promotion of unity, which is a visible attribute of sports, Heineken, sought to foster conviviality and togetherness amongst football lovers with its “Better Together” campaign, which it tends to continue this season, as it seeks to build on the success of the previous theme with another reflective theme titled ‘You’re Never Watching Alone’, a campaign aimed at reassuring football fans that regardless of boundaries and current realities, they are never watching alone. ccording to Postmaster General of operations. We are in the process of full Senior Brand Manager, Heineken, the Federation, Dr. Ismail Adewusi, automation of all our post offices.” This is Aishat Anaekwe, while expressing her full automation of all post offices very important. excitement with regards to the success of Ain the country had begun. “The new normal has changed the the brand’s activities during the Round of Adewusi announced this at the opening perspective of conducting businesses. 16 phase. of a five-day retreat for members of the NIPOST has formed partnership “During the round of 16 phase of board and management of the organization and collaboration with organisations the Champions League, we sought in Ibadan, the Oyo State capital. and government agencies in areas, to complement the spectacle of the He stated that, “Full digitalisation of e-government services for NIPOST to competition with fun activities for our operations is key to the quality of make the post office a one-stop shop to Nigerians across all channels — online services. Automation would check leakages meet the aspirations of our customers”. and offline. I’m proud to say it was largely of revenue, aside from enhancing our
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NEWS FEATURE
TOP 10 Nigerian PR agencies to watch in year 2021
By Ibidunni Banjoko
publication examines in this report, the top 10 PR Agencies in Nigeria, detailing their profiles, major accounts (past & present) won by them and their competitive edge over other claimants to professional PR practice.
Hill+Knowlton H+K is an international public relations company founded in 1927 with over 80 offices globally in more than 40 markets. Its goals are to drive growth, build reputation and protect against risk. The company believes that every corporation, every brand, every client has a public and today’s public is more powerful than ever before as they have the power to topple CEO’s, reshape corporate and brand strategy, kill products and create unicorns. Today’s public demands truth, transparency and the highest behavioural lobally, Public Relations late 90’s the practice became structured standards. (PR) agencies help to build and practitioners started opening shops H+K builds, protects and reputation for brands. specifically for PR. The success of some of balances business value through her They use their strategic the agencies motivated other new agencies communications strategies. Her client communication processes to build to throw their hats in the rings. obsession makes her to constantly evolve mutually beneficial relationships between In spite of the avalanche of PR agencies G new products + services to help clients and clients and their different publics. in Nigeria however, it has been observed the public communicate. Specifically, PR agencies promote the that only a few have weathered the storm The company believes that brands brands and personalities they represent of competition and have remained the with a clear, authentic purpose, and by using editorial contents in magazines, toast of big brands and clients. For others performance strategies aligned to business newspapers, news channels, websites, who could not, they have either had to objectives are most likely to succeed. blogs, and TV programmes. diversify their business or struggle for This approach is targeted at working with Public Relations practice in Nigeria has crumbs to keep heads above water clients to achieve business impact. evolved over the last few decades. While It is an incontestable fact that Public there is no consensus on when professional Relations is an integral part of the Black House Media PR practice started in Nigeria, it is believed Integrated Marketing Communications Black House Media is a full-service media that earlier practitioners were brief-case- subsector. Given this importance in and public relations agency in corporate carrying guys who traversed corporate our industry, MARKETING EDGE, and marketing communications that aims offices soliciting for briefs. Towards the Nigeria’s leading marketing & Advertising to provide the best possible solutions for
34 MARKETINGEDGE / March/April 2021
NEWS FEATURE their clients. It is an international public corporations as its clients, including Verve, UAC Foods, TVS, Memmcol, Nigerian relations and communications company, Olam, Mastercard, Sanofi, Aventis, SAP, Sport Award, Asepso, JCI, Kirloskar, working from Nigeria and United Kingdom Western Union, Conventry University, Simba, Den Partners, Hope PS Bank, to help clients and partners communicate USB, Renmoney, Barclays, Norwegian Ariston, USAID and Change Life. better. BHM was founded in the year 2006. Seafood Council, Nike, ICAEW Chartered It provides reputation management, Accountants, Interswitch, Truecaller, SOUL COMMS corporate communications, media Vestergaard, USSEC and Stanbic Bank. This agency started in 2004 with relations, brand communications, media distinguished expertise in delivering training, research and intelligence, social Caritas Communications strategic and world class communication media management, amongst many other Limited and marketing services. It provides services for clients in diverse sectors, Caritas Communications Limited started outstanding result-oriented business helping its clients and partners in over 100 in 2009 as a strategic communications solutions to its clients through a deft blend cities. BHM offices are in Lagos, London, and marketing agency that provides of original thoughts, incisive research and Edinburgh. Some of its clients are public relations, content marketing, and timely utilization of communication MTN, Multichoice, Nigeria Breweries, brand communications, corporate opportunities all backed by integrity and Livesport and others. communications, social media, and design excellent service delivery. services. It has a strong foothold on the PR Some of the client it gained include, CMC Connect and corporate communications industry Southern Sun-Ikoyi, Standard Chartered, CMC Connect Limited (Perception across Africa. FCMB, GTB, CBN, Access, Polo Pearson Managers) was established in 1992 with It delivers optimum services to clients Education, UPDC, LBS, Blackberry, Special a resolve to change the game in the with a crop of outstanding industry Olympic, Chi, Chartered Institute of communications industry in Nigeria. Its professionals. Some of their important Personnel Management of Nigeria, Rexona, goal is to positively impact businesses clients include Mastercard, Main One, Axe, Find Your Magic, Reckitt Benckiser, by adding value to engagement with Radisson, Total, Seplat, Pan Ocean, Exxon Eva, Coca Cola, Soy Good, HP, Amstel, critical stakeholders using the right tools Mobil, Lekoil, Synlab, Honeywell Group, Sprite, Dunlop, Emach3, Turbo, Fanta and that guarantee success. CMC Connect Savannah Petroleum and Schneider Pampers. is strategically positioned to provide Electric. solutions across markets using a project JSP Corporate management approach. C&F Porter Novelli Communications Over the years, it has worked with the C&F Porter Novelli opened its doors JSP Corporate Communications is the private and public sectors to implement for business in Lagos in 1998. It has an specialized Public Relations agency in public-private partnerships on regional established presence in the PR industry, Nigeria that provides value added public and continental scales. CMC parades an as a strategic communications consulting relations and marketing communications experienced and highly skilled team that firm, with over 20 years’ experience in services in the country. Their main clients has proved its mettle in the industry. Nigeria and West Africa. C&F Porter are Emirate, GTB, Chevron, Fedex, P&G, Its clients include Transcorp, LAS, Novelli has worked with some of the Turkish Steel, Thompson Reuters, Tetra Oracle, Peugeot, Nigerian Breweries, highest profile organizations in the country Pak, Eagle Hills, Olashore International Diageo, Tecno, Unity Bank, FCMB, Sona that have both local and international School, Abuja Centenary City, Nokia Group of Nigeria, Cleaner Lagos, Atlantic reporting structures. such company Networks, Hong Kong Trade Development American Partners, British American include a variety of brands like, Stroke Council, Africa Re-insurance Corporation, Tobacco, Airtel, Jagal, Accenture, Action, Banwo & Ighodalo, Murtala Glaxo Smithkline (GSK), Mastercard, Premium, FBNQuest, ASO, FAAN, Coca- Muhammed Foundation, Nigerian Stock Microsoft, Cotecna Destination Cola and, Unilever. Others are, Verraki, Exchange, Sahco, PWC, Guinness, Intafact Inspection. Lamata, Samsung, Huawei, Lafarge, Ogun Heros Foundation Kickstart, Girl Effect, State Investors Forum, FIRS, Microsoft, Financial Reporting Council of Nigeria, TPT International BSG, Lubcon, Aje, GE, Mastercard, NCC, Malta Guinness, P & G and ABInBev. TPT International was established in Shell, Sims, Intel, Huawei, JTI, HP,CNN, 1998, it’s a full service public relations Tolaram Group Afton and Airtel. Integrated Indigo Ltd firm maintaining practice areas in Crisis Integrated indigo Ltd has been offering Management, Brand PR, Corporate Media Craft Associates personalized communication strategy that Communication, Media Relations, Media Craft Associates was founded in helps clients win the perception game to Lobbying, Lifestyle, Fashion, Strategic 2003, as a full-service Public Relations earn customers and stakeholders’ trust Counseling, Information Communications and Integrated Brand Communications and credibility while impacting profitably Technology and Social Media. Some of consultancy firm operating out of Lagos, on the overall performance in the market its clients are Promasidor, Heritage Bank, Nigeria. It is the exclusive Nigeria affiliate place since 2014. It is like an annex of the GE, Nigerian Breweries, Reckitt Benckiser, of the FleishmanHillard global PR marketing department for brands like, WFM 91.7, Lenovo and Kanawa network. Media Craft provides bespoke Nigerian Breweries Plc, Nigeria Bottling . Communications solutions to a discerning Company Ltd, Zola Electric, Swipha, clientele. Panasonic, Lekki Port, Lekki Gardens, Media Craft has many large Luminous, Kstar, Daikin, Sollatek, Dulux,
36 MARKETINGEDGE / March/April 2021
NEWS FEATURE
long grain rice. The company has recently set up an ultra-modern rice processing facility at Eke in Udi LGA, Enugu State of Nigeria. The mill processes locally grown, long grain rice at its milling facility. The Company also produces rice bran as a by-product. Rice bran is very rich in minerals and vitamins. It can be used for food or as a high grade animal feed. The bran produced in our rice milling facility is packaged in 50 Kg sacs. The Company produces about 600 bags of rice bran each month. The Quarra Rice Mill was officially opened on 19 September, 2013. Quarra on that same date began its completion of the first phase of Nigeria’s largest rice processing mill, a 25,000 tonne capacity rice facility in Tsaragi, Kwara State. The mill produces 16,250 tonnes a year Agric sector ranks second highest of par boiled and milled rice. Over 500 out- growers have been identified for the first contributor to GDP in Nigeria, says three years. Quarra Rice is also developing a rice seed farm on 1,000 HA, 300 km report away. Nigeria’s domestic rice imports are estimated at 2-2.5 million tonnes per By ABIMBOLA MOHAMMED annum. Production volume represents less than 1% of imports. ollowing the latest data released by the on higher contribution from the Food & Igbemo Rice Processing Company National Bureau of Statistics (NBS) Feed segments, both its Origination & Limited is the first licensed private which shows that the non-oil sector Merchandising as well as Processing & operating rice processing and branding Fcontributed more to the GDP in 2020, with Value-added segments, particularly in the company in Ekiti State, Nigeria. Igbemo the telecommunication and broadcasting Grains origination & merchandising, Grains processes and brands rice grains from sectors of the economy making the list milling, Animal Feed and Rice distribution farms in Ekiti State. Presently, the company of major contributors, followed by the in Africa, as the Covid-19 outbreak is fostering relationships with both local Agriculture (Crop Production) sector. stimulated rising pantry restocking effects and foreign companies in the areas of rice The Four sub-activities, which make and drove greater demand for these farming, improved processing technology up the Agricultural sector, are Crop food staples. And profit after tax (PAT) and business ties. Production, Livestock, Forestry and Fishing. S$295.4millionin in 2020. However, the growth in the agriculture The sector grew by 14.03% year-on-year in Stallion Group is a respected rice- sector can be attributed to the government nominal terms in Q4 2020, showing a rise of processing company. They go further to turning to agriculture as a means of driving 0.23% points from the same quarter of 2019. provide seeds and other inputs for farmers growth and employment. Though the sector Crop production remains the major to encourage rice cultivation. They also buy has fallen from the heights of the 1960s, driver of the sector, as it accounts for back the produce from the farmers. when it accounted for as much as 70% of 89.67% of overall nominal growth of the Stallion has established world-class the country’s exports, it still remains one of sector in Q4 2020 and 91.44% share in 2020. rice mills at strategic locations, to promote the major non-oil sectors that contributed The major crop producers in Nigeria milling locally in Nigeria. The company largely to the GDP in the year 2020. are Olam Nigeria, Stallion Group, Onyx works with the farming community and The sector still remains a major Mills, Integrated Grain possessors Nigeria encourages them to use the most recent employer, accounting for around two-thirds Limited, Quarra Rice Mill, Igbemo Rice technologies and practices in farming for of all jobs in the country. Moreover, the Processing Limited, among others. increased local production of paddy and potential for further growth continues to Olam International is a major food other Agric-based products and thus fosters look strong. and agri-business company, operating food sufficiency. Besides rice production, The country has been able to record in 60 countries and supplying food and Stallion Group is involved in sesame substantial production in terms of value and industrial raw materials to over 19,800 farming, seeds, and fertilizers. volume of sorghum, rice, groundnuts, cocoa customers worldwide. Olam is among the Onyx Rice is the agribusiness arm of and fruit. In 2016 Nigeria was the world’s world’s largest suppliers of cocoa beans and Onyx Multi-venture Services Ltd. Onyx largest producer of cassava and yams, with products, coffee, cotton and rice. Rice Mill Bida is an indigenous rice mill annual outputs of 45m and 36m tonnes, Its strong operating performance with a 40MT per day installed capacity. It respectively. revenue is up 14.1% to S$21.5 billion, mainly was established in 2009 and full operation In addition, Nigeria ranks in the driven by higher volumes as well as higher began in 2013 and had produced over top 10 for cocoa beans and groundnuts prices in food staples, including Grains, Rice 30,000 MT of Rice. which points to the country’s attractive and Edible Oils. Integrated Grain Processors (Nig) Ltd is agricultural environment and potential for Earnings before interest and taxes a 100% Nigeria owned private company that building revenue in the agriculture sector (EBIT) was up 40.3% at S$462.4 million aims to provide Nigerians with high quality, .
38 MARKETINGEDGE / March/April 2021
NEWS FEATURE Beyond a Smart City: What Eko Atlantic is doing for Lagos
By Zion Rufus
rom city-wide high-speed internet, Island. It was tested to its limits in Copenhagen proper network of water canal he at the Danish Hydraulic Institute. system that can transport you from Great The infrastructure within the city include one part of the city to another, to a Wall a 1,500m long 8-lane boulevard and tree- protective wall, constant electricity, T lined streets, well-planned road network, an and efficient waste disposal, Eko has been underpass to curb traffic within and outside the Atlantic City is rapidly becoming Nigeria’s first designed to City, mariners which can accommodate about Smart City. withstand 300 vessels, an independent clean and treated Eko Atlantic, the Smart city for Lagos the worst water supply that meets the WHO standard, Fwhich adjoins Victoria Island district of Lagos well-planned sewage collection system, metropolitan area and Lekki Phase 1, sits on 10 storms underground surface drainage pipes that pass million square metres of land reclaimed from in 1,000 water back to the ocean, underground storm the Atlantic Ocean. years and a drainage pipes, sewage treatment plan which Following the devastating storm in 2005 sustainable converts sewage to fertilizer, tree nursery with which caused the collapse of the Bar Beach, and the capacity to produce a minimum of 250, 000 a great damage to the lives and livelihoods of solution trees, independent reliable electricity, advanced thousands of people in Victoria Island and Lekki, to the fibre optic telecoms, and clean water utility it became an urgent need to reclaim the land consistent services installed below street level, and 15 that had been lost to 100 years of coastal erosion. loss of land. bridges. Led by Ronald Chagoury, Chairman of South The street lamp posts were made from the Energyx Nigeria Limited, the city planners and The wall best concrete in Ibadan and locally sourced. developers of Eko Atlantic City, Eko Atlantic currently The lights are LED bulbs, chosen for better City has been able to reclaim almost 70% of that protects over illumination and consumption of less energy land. 6 million compared to incandescent bulbs. Eko Atlantic To prevent further coastal erosion, the City would also be home to the largest shopping Eko Atlantic City is now protected by an 8.5 square mall in Sub-Saharan Africa, and a world-class kilometer-long and 12.5m wide sea wall dubbed metres of international school. The existing buildings in “The great wall of Lagos”. Eko Atlantic the City include the Azuri Peninsula, a unique The Great Wall of Lagos sea revetment and Victoria steel and concrete residential building project stands at eight-and-a-half metres above sea level that consists of three sets of over 30 storey and has a promenade built on it which provides Island. It was towers; Eko Pearl Towers; Eko Energy Estates. a tremendous amount of recreational space to tested to There would be townhouses in place to promote residents and a large parking space for non- its limits in affordable housing. residents looking to take advantage of the ocean Copenhagen The Atlantic City is designed to provide front open area and impressive ocean views. the space and infrastructure to house The Great Wall has been designed to at the Danish 250,000 residents and become the workplace withstand the worst storms in 1,000 years and Hydraulic for about 150,000. The City will satisfy a sustainable solution to the consistent loss of Institute. financial, commercial, residential and tourist land. The wall currently protects over 6 million accommodations, with infrastructure in line square metres of Eko Atlantic and Victoria with modern and environmental standards. 40 MARKETINGEDGE / March/April 2021
FOREIGN NEWS Coca-Cola’s ‘Coke Meal Challenge’ kicks off with a buzz on Twitter
ave you ever tried preparing a meal with Coca-Cola? If you haven’t then you would find this Hreally fascinating. Coca-Cola Nigeria has launched a new trend on social media platform- Twitter tagged ‘Coke Meal Challenge’. The challenge kicked off recently with Coca-Cola fans and Twitter users across the country joining the buzz with videos and pictures of various meals they have prepared with Coke as a cooking ingredient instead of a drink. Twitter user, Kabiyesi The King tweeted: “Chef Ero made this delicious dish with Coca-Cola as an ingredient, Are you Apple Music unveils creative in your cooking? Can you make mouth-watering meals with Coca-Cola? Bring your A game on and get rewarded Africa’s superstars to the with amazing prices.” Social media influencer, Four-eyed Edo Boy™ who shared a video of Chef Ero with world a pot of chicken marinated in Coca-Cola said: “You have cooked a meal and served it with cold Coke before, cool. But have pple Music, with the initiative, video interviews with Apple Music 1’s you ever cooked a meal using Coke as an Africa to the World, has Ebro Darden, Nadeska, Dotty, Cuppy ingredient? Levels dey. I was today years unveiled some of Africa’s and Zane Lowe speaking to Grammy old when I learnt that you can use Coca- Abiggest superstars such as Burna Boy, award winning singer-songwriter Cola to prepare fried chicken.” Wizkid, Davido, Nasty C, Tiwa Savage Burna Boy, Wizkid, Tems, Tiwa Another Twitter user, Mazi Olisaemeka and AKA, as well as the continent’s Savage, Black Coffee, DJ Spinall, Simi, C. ™ tweeted a photo of a plate of chicken hottest emerging talents like Tems, Amaarae and AKA. wings with the caption: “These chicken Elaine, Fireboy DML, Sha Sha, Joeboy Apple Music’s Song Stories wings was prepared with Coca-Cola as one and Omah Lay to the World. dive into the creative process and of the ingredients, who wants?” Committed to shining the global inspirations behind the hits from According to Coca-Cola Nigeria, spotlight on the wonderful creative artists such as Omah Lay, Burna Boy, through this challenge, fans and participants stand the chance to win a talents across the continent, Apple Joeboy, Davido, Elaine, Adekunle Gold month’s supply of Coca-Cola and a meal Music has been championing the work and Sha Sha. specially prepared by a celebrity Chef of artists, songwriters, producers and . DJs from all over Africa. Exclusive guest playlists Africa to the World includes from Africa’s biggest artists and every episode of Africa Now Radio personalities including Don Jazzy, with Cuppy, which features exclusive Denola Grey, Angelique Kidjo, Karabo interviews with Davido, Tiwa Savage, Poppy, Amadou & Mariam, Israel Nasty C, Mr Eazi, Cassper Nyovest, Adesanya, Henry Oyekuru, Boity, Fireboy DML, Yemi Alade and Nandi Madida, Sho Madjozi, Master Olamide, to name but a few. KG, Diamond Platnumz and Sauti Sol also reside within the collection It also features exclusive radio and .
42 MARKETINGEDGE / March/April 2021 FOREIGN NEWS Cannes Lions appoints Steve Babaeko as juror for Young Lions Live Awards
For over two decades, Steve Babaeko Vice President, Head of Creative Unruly, has contributed to the creation and USA; Maria Shamsi, Group Creative development of some of the most iconic Director, Synergy Dentsu, Pakistan; Patrik works in Africa and beyond, such as the Lenhart, Executive Creative Director “Proudly Nigerian” campaign for British DDB Germany; Mihai Gongu, Executive American Tobacco, the “Now You’re Creative Director, Cheil Centrade, Talking” campaign for Etisalat, “You Need Romania; Asawin Phanichwatana, Deputy A New Bank” campaign for Diamond Bank Chief Creative Officer, GREYnJ UNITED and many others. The AAAN President Bangkok, Thailand; Beryl Chung, Creative kicked off his advertising career at MC&A Director, MediaMonks, Netherlands; Saatchi & Saatchi and later moved to Prima Mathias Wikström, CEO & Founder, Garnet Ogilvy. Doconomy, Sweden; Maria Lashari, In 2019 he emerged on Adweek’s Top Art Director, B-REEL Creative Agency, 100 Creatives in the world, and has also Sweden; Katrina Encanto, Global Creative annes Lions has confirmed the represented Africa on the global stage Director, MullenLowe, London; Laura AAAN President and CEO/ as a member of the jury at the New York Florence, Executive Creative Director, Chief Creative Officer X3M Ideas Advertising Festival, the Loeries, and Havas Health & You, Brazil; Neo Segola, Marketing Limited, Steve Babaeko on C African Cristal Awards. He has also been a Chief Creative Officer, Draftline, South its Jury line-up for the Young Lions Live speaker at the Cannes Lions Festival. Africa; Humberto Polar, Partner & Chief Awards. The Young Lions Award launched Other personalities on the jury list Creative Officer, THE JUJU, Mexico. in partnership with WWF and Unruly, is a include Franki Goodwin, Creative Director The Young Lions Live Awards kicked global challenge for the next generation of Saatchi & Saatchi, UK; Kia Heinnen, off 19th March, 2021. Winners will be creatives aged between 18 and 30. Creative Director Droga5, USA; Les Seifer, announced in April. MARKETING EDGE Quarterly Summit galvanises Africa for global competitiveness, says Loeries CEO
spoke on Creativity and Innovation. He and the business of brand management said that the summit is a testimony to decided to launch this initiative with the truthfulness of the saying of a Roman the sole aim of regularly expanding the philosopher that ‘there are always new frontiers of marketing and advertising things coming out of Africa’. knowledge, while leading conversations According to the Loeries boss, “We on contemporary and germane issues need to look at the past; look at what in the entire Integrated Marketing happened; look at the challenge other Communications eco-system”. societies are facing and use this as a The Summit, which had Baba Awopetu cornerstone to basically move forward. If as lead Presenter, 16 panelists comprising we are able to do that we will be able to re- of the best and the brightest in the industry define and reimagine Africa. from across all sectoral groups and three “A Roman philosopher once said, sessions, was a day-long intellectual ‘there are always new things coming out excursion into the IMC world. reetesh Sewraj, CEO, the Loeries of Africa’. This speaks to our bounteous Describing the Summit as a resounding Africa and the Middle East’s largest content to excite, innovate and make the success, Sweraj added, “We have had brand communication awards world see new opportunities. We still have an amazing day today and it’s been an Porganiser and leading business innovator, potential. I think we should be able to look amazing impact”. He advised business has described MARKETING EDGE’s at how our organisations can move outside leaders at the Summit not only to be first Quarterly Virtual Summit as a of Africa, move outside of our societies and motivated by the Summit but to be forum for galvanising Africa for global actually take over a wide part of the world. galvanised into action. “We can be highly competitiveness. It is high time we did that and we can only motivated, but if we don’t act on the point Sweraj, who was one of the panelists do it by innovation,” he said. we are sharing, we are not going to take at the just concluded Summit, made this In his welcome speech, John our organisations out of the challenges assertion during his presentation at the Ajayi, Managing Director/Publisher, that they are facing. We are not going to Summit which had ‘Brand Management MARKETING EDGE, said, “MARKETING take society and our continent out of the Imperatives & Challenges in a Post- EDGE, your leading source of news and challenges that we are having right now,” he Recessionary Economy’ as the theme, insights on brand management business concluded.
MARKETINGEDGE / March/April 2021 43 FOREIGN NEWS Google launches second News Initiative Innovation Challenge, calls for entries
oogle has announced the launch of the second edition of its Google News Initiative Innovation Challenge (GNI) in Africa, the Middle East, and Turkey, aimed at giving Geveryone an opportunity to inject new ideas and innovation in the news ecosystem, supporting the development of new business models, elevating quality journalism, empowering newsrooms with technology, and increasing reader and user engagement with content on the website. Google CEO, Sundar Pichar stated: Google cares deeply about journalism. We believe deeply in spreading knowledge to make life better for everyone. It is at the heart of Google’s mission. It is the mission of publishers and journalists. During a live presentation with the GNI Team which includes Harith Mokhlif—Google’ Publisher Solutions Consultant, Ludovic Blecher— Head of Google News Initiative Innovation, and Program Manager, Google News Initiative—Sarah Hartley, it and the commitment to diversity, equity, and inclusion. was disclosed that projects limited to content creation, training Ludovic Blecher, Head of innovation, GNI expressed: “Not or education programs, pure research, upgrades to a legacy everyone will be selected; the real value is in the process. Funding publishing system, and projects which also lack monetization is not available for editorial projects, but should instead be focused plans are not eligible. Applications should be based on specific on reader engagement and exploring new business models. Google projects around news online, with digital components, and must does not take any equity or IP in any projects or submissions. We focus on the organization or collaborative effort. are looking forward to seeing new ideas, projects and big bets According to Google, selected applicants will receive funding come out of the Middle East, Turkey, and Africa.” of up to $150 000 for selected projects and up to 70% of the overall The application is open to news innovators, news startups, and costs will be financed including personnel, engineering, equipment publishers. Applications for the challenge closes 12th April, 2021. costs, and other marketing expenses except editorial; a maximum The first GNI Innovation Challenge resulted in 21 projects of 3 projects allowed per group, and 1 project per brand. The in 13 countries receiving funding in 2020. Participants were selection criteria includes feasibility, the impact of the projects on from Côte d’Ivoire, Ghana, Iraq, Israel, Jordan, Kenya, Lebanon, the ecosystem, innovation and the use of technology, inspiration, Morocco, Nigeria, Rwanda, South Africa, Turkey, and the UAE.
The new role is designed to raise visibility of the shop’s diversity, equity and inclusion (DEI), sustainability, climate justice, innovation and other purpose-led initiatives. Zanger will operate as a “content bridge” between internal teams and brand marketing leaders, reporting to Jaclyn Ruelle, SVP/managing director, Martin’s Cultural Impact Lab. He will continue to be based in Portland, OR. While speaking on his new position Zanger said: “Top- to-bottom, this is an agency and team that values talent and understands its role in going beyond solving its clients’ business problems.” “I look forward to building upon the agency’s strong POV while continuing to elevate more voices and find new ways to put societal-shifting purpose at the forefront of agency-led and client- led initiatives.” Zanger departs Adweek where he’s served as agencies Adweek’s Doug Zanger editor for nearly three years while also taking on advisory board and instructor duties at the University of Oregon Master’s in moves to the Martin Agency Advertising and Brand Responsibility program. Zanger is at a point in his career when he wants to pay it oug Zanger of Adweek is stepped away from journalism to forward and improve society in more tangible ways join the agency world as The Martin Agency’s director of . Dbrand purpose communications recently. 44 MARKETINGEDGE / March/April 2021 FOREIGN NEWS
Omnicom is the third largest agency group Omnicon and Interpublic record and Interpublic the fifth largest by global headcount. The other big groups, WPP, Publicis 10,000 job cuts in 2020-Report Groupe, Dentsu and Havas, have not yet disclosed annual headcount figures. 6,000 job cuts at the half-year results, and WPP previously said it lost 5,000 roles the annual report showed no significant during the first half of 2020 and Dentsu further reduction. International cut one in eight jobs outside Interpublic, whose chief executive Japan – the equivalent of about 6,000 posts Michael Roth handed over to Philippe – in December. It means at least 21,000 Krakowsky at the year-end, made its cuts jobs have been lost from the big six global on a more staggered basis, starting in agency groups since the start of 2020. Q2 and “continuing through the year”, Larger clients, Omnicom and the annual report said. Interpublic paid Interpublic annual reports showed the severance costs for about 1,520 staff importance of larger clients during the as part of an exceptional restructuring pandemic. Interpublic’s top 10 clients reative powerhouses, Omnicom related to Covid-19. The annual report generated 20% of net revenue, up from and Interpublic cut 10,000 roles did not explain the loss of the additional 17% a year earlier, and were worth a total between them during 2020 2,580 roles but it is understood that some of about $1.6 billion – or an average of because of the pandemic, new figures have C of those staff received severance as part $160 million. The top client was worth revealed. of normal business, rather than because 3%, about $240 million. Omnicom’s top According to annual reports on the two of the pandemic. Interpublic’s regular client was worth 3.4%, or more than $400 biggest US-listed agency groups, Omnicom severance costs more than doubled as a million, and served by 110 of its agencies, cut its employees by about 5,900 to 64,100 percentage of net revenue. the annual report said. by the end of December 2020 from 70,000 The remaining roles were lost Wendy Clark, the new chief executive a year earlier and Interpublic reduced its through natural attrition at Interpublic as of Dentsu International, noted earlier headcount by 4,100 to 50,200 from 54,300. employees departed and were not replaced. this month that larger, global clients had Omnicom’s staff reduction was 8.4% Most agency groups imposed hiring suffered less than smaller, local clients compared with an organic revenue freezes during the worst of the pandemic during the pandemic and she suggested the decline of 11.1%. Interpublic’s drop in and did not fill vacant roles. Senior company’s lack of any $100 million clients total headcount was 7.6% compared executives also took temporary salary affected its performance. Interpublic has with an organic revenue decline of 4.8%. reductions. Interpublic said it reduced its been the best performer of the big six Omnicom, which is led by chairman and real estate by 15% or 1.7 million square feet agency groups in 2020, on the basis of chief executive John Wren, made most around the world – another trend that is financial results that have been reported so of its cuts in Q2 during the worst of the common at all of the big six agency groups. far during earnings season pandemic. It previously announced about . Facebook’s $750 million global media account up for review
ocial networking service and technology conglomerate, month, Pernod Richard’s vodka brand, Absolut appointed Ogilvy Facebook has put its $750 million global media account up as its global creative agency. In 2020, Coca-Cola put its $4 for review. billion creative and media account up for review with the goal of SThe pitch which includes media planning and buying across streamlining its agency roster; Unilever also put its global media Facebook’s entire business — Instagram, Facebook, WhatsApp agency roster into review in what will likely be one of the largest and Messenger is being managed by ID Comms; Mindshare and pitches of the year a month after Dentsu are the incumbents and are participating in the pitch. . On the creative side, Instagram, owned by Facebook is being managed by Ogilvy. Instagram contributes over $20 billion to Facebook’s annual revenue. Wieden + Kennedy handles creative for Facebook proper; Leo Burnett is AOR for Messenger; BBDO does creative for WhatsApp; and Droga5 is the agency of record for the corporate brand. Facebook, in addition to being one of the largest global ad platforms, this media pitch makes the company the latest massive advertiser to put its global account up for review in the aftermath of the COVID-19 pandemic. As it seems, brands are beginning to reconsider their agency models as the world emerges from the pandemic. Earlier this
MARKETINGEDGE / March/April 2021 45 FOREIGN NEWS Nike’s revenue rose by 9% Pepsi unveils new global campaign “Fizz to life” epsi has launched a new global campaign “Fizz to life”. The global campaign stars the Pworld best across football and music, including Lionel Messi, Paul Pogba, UEFA Women’s Champions League winner Shanice van de Sanden, Jadon Sancho; and creatively features a custom music track created for the campaign ‘Rotate’ by global superstar Becky G and two-time Grammy nominated and Grammy award winning Afro-fusion musician Burna Boy . Natalia Filippociants, Vice President, Marketing, Global Beverages, PepsiCo announced: “In 2021, we are celebrating unstoppable human spirit, not in spite of the times we’re in, but because this is ike has revealed that the offset by higher conversion rates”, a moment and no matter what, we need financial outcome for its commented John Donahoe, President to keep moving forward with a smile. second quarter ended on the and CEO.” From music to football, the new creative N30th of November 2020 increased by In the period under analysis, Nike encourages the world to break free of 9%. group’s revenue increased by 9% to conventions, expectations and the bubble In a statement, the company 11.2 billion US dollars compared to of sameness that we often find ourselves said: “Nike’s strong results during a the prior year, up by 7% on a currency- in.” dynamic environment showed the neutral basis. Pepsi would be delivering a highly power of staying on the offence. Fueled Revenue for the Nike brand was entertaining campaign that will cut by compelling innovative product and 10.7 billion US dollars, an increase across cultural playgrounds with the global brand momentum, we continue of 8% compared to the prior year on uncontainable fizz of the brand. From thumb-stopping social content to its to extend our leadership. a currency-neutral basis driven by latest UEFA Champions League Football “Our strategy is working, and we strong double-digit growth in Nike campaign, FIZZ brings together the are excited about what’s ahead. Our Direct, as well as growth in Sportswear delicious taste of Pepsi with the passions of second-quarter revenue performance and the Jordan Brand, slightly offset those who love drinking it. was impacted by strong Nike brand by mid-single-digit declines in our Becky G and Burna Boy’s “Rotate” digital growth of 84%, offset by lower wholesale business. will be the soundtrack for an exciting revenue in our wholesale business and In the second quarter of the fiscal array of digital content across multiple Nike-owned stores.” year, revenue for the Converse brand social platforms where fans will be able to The statement continued: “During summed up to 476 million US dollars, interact with their favorite players coupled the quarter, we experienced temporary down by 4% on a currency-neutral with a world-first football challenge with door closures in geographies affected basis, as double-digit growth in digital TikTok Duet. The campaign’s limited- by rising COVID-19 cases; however, and growth in Asia were more than edition packaging, which integrates bold more than 90% of our owned stores offset by declines in Europe and North designs rooted in music culture and are open today, with some operating America primarily due to tighter featuring the four players, will also provide on reduced hours. supply and strategic distribution shifts. fans an augmented reality experience “We continue to experience year- Net income reached 1.3 billion US which can be accessed through a QR code over-year declines in physical retail dollars, up by 12% driven by strong on pack. When scanned, consumers can traffic in North America, EMEA and revenue growth and lower selling and play an interactive game with their favorite APLA due to COVID-19 impacts administrative expense, slightly offset players and share their scores to Instagram and safety-related measures, partially by lower gross margin. Stories.
46 MARKETINGEDGE / March/April 2021 FOREIGN NEWS
candid conversations around gender equality – the focus of UN Sustainable Development Goal #5 – as well as discussions around strategic actions moving forward to address gender inequality. In addition to global and regional P&G leaders, the Summit also saw participation of influential personalities and global leaders, including: Anita Bhatia, UN Women Deputy Executive Director, Indra Nooyi, former Chief Executive Officer & Chairman of PepsiCo, Bonang Matheba, South African Media Personality, Entrepreneur and Philanthropist P&G commits to driving gender The UN Women Deputy Executive Director Ms. Anita Bhatia stated equality across Asia Pacific, that: “Progress made over the last few decades in gender equality is at risk of being rolled back due to the impact of Middle-East and Africa COVID-19. But the pandemic has also forced us all to think differently and given us the opportunity to re-build rocter & Gamble has announced women-owned businesses across the better – without the power imbalances new declarations aimed to propel Asia Pacific, Middle East and Africa and gender discrimination of the past. gender equality across Asia region, by 2025. For that to happen we need to work PPacific, the Middle East and Africa, at “P&G is introducing ‘Share the together with partners, including its third annual #WeSeeEqual summit Care’, a new parental leave policy in corporates, governments and civil for the region. the Asia Pacific, Middle East & Africa society. Today’s #WeSeeEqual Summit The event was hosted virtually region. Under its new ‘Share the and other multi-stakeholder initiatives for the first time, the event saw Care’ program, all new parents will be like the Action Coalitions of the distinguished advocates and entitled to a minimum of 8 weeks’ fully upcoming Generation Equality Forum personalities from private and public paid leave, with an additional 6 weeks’ are crucial opportunities for change sectors come together to address the recovery leave for birth mothers. and progress towards achieving gender challenges of gender and women’s “P&G is committed to achieve equality once and for all.” equality, which have been severely a 50-50 gender balance across its The acknowledgement of impacted by the pandemic. management workforce in Asia Pacific, societal and family challenges, the Speaking at the 3rd annual the Middle East and Africa by the end importance of equality-based policies, #WeSeeEqual summit, President for of calendar year 2022.” the recognition of stereotypical Asia Pacific, Middle East and Africa, Suranjan added: “We have made expectations of men, and the role of Magesvaran Suranjan talked on the great progress on gender equality advertising and media in changing bias theme ‘#Unsaid and #Undone. and we can’t allow it to be eroded. were some of the key topics discussed The summit brought together We need to act now to ensure that across the various panels throughout leading voices on Gender Equality to while we continue responding to the the summit. challenge the current discourse and health and economic crisis, we find To inspire corporates and society commit to the actions needed for ways to progress women’s economic alike, the summit also hosted P&G progress. empowerment and equality, in Chief Brand Officer, Marc Pritchard Suranjan announced the following education, in the home and in the and South African Media Personality, declarations: “P&G will educate more workplace. At P&G, we will keep Entrepreneur and Philanthropist, than 30 million adolescent girls on using the voice of our company in Bonang Matheba, to share their puberty and hygiene across Asia forums such as #WeSeeEqual to drive experiences and insights on leveraging Pacific, the Middle East and Africa, discussion and action on the issues their voice in advertising and media through its Always and Whisper that matter.” to reach millions of people, challenge ‘Keeping Girls in School’ program over Held in partnership with UN rigid gender roles and empower both the next three years. Women, the third annual regional men and women “P&G is committed to spending a #WeSeeEqual Summit engaged . cumulative total of $200 million US business leaders, government dollars by deliberately working with officials and celebrity influencers in
MARKETINGEDGE / March/April 2021 47 FOREIGN NEWS Dentsu reports $1.37billion impairment charge for 2020
Coca-Cola excites consumers with music campaign
oca-Cola has launched a new campaign known as “Open That Coca- CCola,” which tends to use music, dance and colour to capture the feeling of opening a can. The idea behind the advert aims to portray the “indescribable” feeling of he Japanese advertising giant, and 2021 and a small portion allocated opening a can but without words, after Dentsu Group Inc, said recently to future years. Much of the cost is tied polls found 25% of people in Britain say the that it recorded a COVID-19- to current and future early retirement taste and experience of drinking a Coke is Trelated $1.37 billion impairment charge for programs and what the firm called just that. full-year 2020 leading to an operating loss “working environment” expenses. The new campaign, “Open That Coca- for the year of $1.3 billion. The restructuring is expected to save Cola,” explores the “universal, non-verbal Part of the impairment charge was the company annual costs of nearly $200 reactions” people have to drinking a attributed to a recalculation of the value million going forward. International refreshing can of Coke and is set to a new of the company’s international operations operations are also being restructured but track created by artist Tyler, The Creator. “with a conservative view”. An impairment full details have not yet been disclosed. It features a range of characters loss was also recognized in Japan. While there had been reports the spontaneously breaking into dance after Revenues for the year fell 10.4% to company was preparing to sell its Tokyo their first drink: an estimated $8.9 billion with an organic headquarters building, Dentsu said the The campaign will be on various revenue slide of 11.1%. That includes property would be updated for the post- mediums such as TV, online, radio and an 8.4% dip for the company’s Japan pandemic working environment. out of home in the U.K. There will also be operations and a 13% drop at Dentsu Dentsu CEO, Toshihiro Yamamoto, a social campaign which will give Coca- International. The declines were expected stated that “our strategy of integrated Cola fans the opportunity to recreate or given the impact of the pandemic. growth solutions remains the centrepoint freestyle the dance themselves and share The organic decline in the group’s of our vision with particular focus on videos on social channels. Americas region was 11.3%, while EMEA the strongest growing sectors, customer The soft drinks giant will also introduce slid 12.4% and APAC 18%. transformation & technology, which we an “evolved” Coca-Cola Zero Sugar Densu said it expects to return to expect to reach 50% of Group revenue over product across Europe in the “coming organic growth on a full-year basis in time”. months,” it said. 2021 although the first quarter will show a The company also announced a “The experience of enjoying a Coca- decline. 2021 stock buyback program of up to 15 Cola has always been beyond words—from The company also announced a million shares (a little more than 5% of the anticipation of that first sip, to the restructuring of its Japan operations outstanding shares) at a cost of up to $284 full power of its taste and the continuous into four main areas: AX (advertising million. rediscovery each time you drink it,” said experience), BX (business transformation), Also, Wendy Clark, who joined the Walter Susini, svp of marketing for Europe CX (customer experience transformation) company last year as global CEO Dentsu at Coca-Cola. and DX (digital transformation). The International, has been nominated to the “We’re really excited to launch this restructuring will be completed by year’s company’s board of directors. Shareholders campaign to celebrate and express the end. will vote on board candidates at a meeting iconicity of the experience, not through The total cost of the Japan in March. one single word, but through music, restructuring is estimated at $473 The firm also said it was creating a movement and a universal language that million, with most of that amount split sustainable business board can be recognized by each person that . experiences and loves Coca-Cola” (for accounting purposes) between 2020 .
48 MARKETINGEDGE / March/April 2021 FOREIGN NEWS P&G launches programme aimed to diversify portrayal of black people in advertising & entertainment
Ali said during the voiceover in between the screen “If you think you know what happens next, ask yourself why. “These are the Black stories we’ve been shown, a narrow view that limits our understanding, but there’s so much more to see.” In a statement about “Widen The Screen,” Wilson Jr. said he hopes the film will “reveal the fullness of who we are as Black people.” “We don’t have to be ‘exceptional’ to be respected and valued. Our humanity isn’t dependent upon us being doctors, lawyers, engineers, or he global multi-brand there’s a lot more in between and famous. Yes, we are those things, but conglomerate Procter & around. we also take up many spaces in this Gamble (P&G) has launched “This is about portraying the joy world and the love we share should be Ta new programme called ‘Widen and the beauty and the vastness of depicted as well. We are more than the The Screen’, aimed to broaden the Black life. And in order to do that brutality we often see in our depictions way Black people are portrayed in and make that happen either through in television and film. We are the joy advertising and entertainment through advertising or content, you need to we experience with loved ones and the an increased investment in Black have equal representation within the passion we have for one another.” directors, actors, crews and media. creative and media supply chain.” Pritchard said the new program The program aims to broaden the To create “Widen The Screen,” builds on other initiatives the company ways that Black people are depicted in P&G worked with the advertising has developed over the years to advertising and entertainment through agency Grey and Oscar-nominated address gender inequalities and an increased investment in Black director Kevin Wilson Jr. to produce inaccurate portrayals of women and directors, actors, crews and media. a short film that debuted this past girls in media and culture. According to P&G Chief Brand weekend at the 2021 NAACP Image Beyond these new films, P&G is Officer Marc Pritchard, the goal of Awards. The film, narrated by the also working to diversify its media the program is about “reclaiming the actor Mahershala Ali, depicts three supply chain. Along with programs beauty of black life in film”. stories: a Black man in a car, a group like the Marcus Graham Project and “Accurate portrayal of people in of Black teenagers in a convenience the One Club for Creativity’s One advertising, in media, in news, then store and a Black woman with several School Initiative which aim to help helps eliminate bias because you kids. The scenes show the man in the foster Black talent in advertising. learn stereotypes, objectification and car driving to a young girl’s birthday The company is also increasing denigration. And part of what ‘Widen party, the teens waiting on their friend its investment in Black owned and The Screen’ does and why we call it to come out of the restroom before operated media companies such as ‘Widen The Screen’ is that the way the paying for their snacks and a dad BET, Urban One and the National Black community is often portrayed showing up in a minivan to pick his Association of Black Owned is either in struggle or triumph. And family. Broadcasters.
MARKETINGEDGE / March/April 2021 49 FOREIGN NEWS Reckitt Benckiser rebrands as Reckitt
eckitt Benckiser has announced principles and categories illustrate how that it will no longer be known everything Reckitt does is connected and as Reckitt Benckiser but now has an impact on the world. Authentic, Rrebranded as Reckitt. The redevelopment accessible and active imagery will show of the corporate identity, according how change starts with an individual, the to the company, is a key milestone in tangible impact the organisation’s ongoing journey of Reckitt has on people’s lives, the transformation towards sustainable strength of its partnerships and its growth. The new brand identity and all of Reckitt’s touchpoints and platforms – understanding of a changing world. iconography is more recognisable and is internal and external, physical and digital The implementation of the new brand built on the company’s purpose: to protect, – from today, it comprises: will be delivered over a three-year timeline, heal and nurture in the relentless pursuit of A new name and logo – the R at using the natural replacement cycles of the a cleaner, healthier world. the heart of the symbol stands for our business to manage an impactful transition The new brand also is designed to tell unity, strength and relentless pursuit, in a cost-effective way. the story of the organisation’s purpose and inspired by Reckitt’s purpose to protect, Commenting on the brand redesign, its transformation, drawing on its rich 200- heal and nurture. It denotes Reckitt’s role CEO, Conran Design Group Thom year heritage. in the world as a partner and a catalyst Newton, said:“Reckitt has a compelling According to the SVP Corporate Affairs for positive transformation. The shell-like story to tell. The new Reckitt brand both & Sustainability, Miguel Veiga-Pestana, quality of the symbol evokes a sense of reflects its 200-year history and provides “From Dettol to Lysol, Nurofen to Durex protection and a reference to the natural an active expression of its purpose and and Finish to Vanish, we sell more than 20 world. ambition. The opportunity to work with million of our trusted products to people An evolved colour palette – the the company to redevelop and launch every day, yet there is less recognition of highly distinctive and recognisable ‘Energy the new brand was an opportunity we the company behind those brands. Our Pink’ is Reckitt’s primary brand colour, relished.” new Reckitt identity will better enable us signifying its perpetual energy – while Reckitt is the company behind some of to communicate our corporate purpose secondary colours reflect its portfolio of the world’s most recognisable and trusted to the world, and to do so in a way that is products and connection to a cleaner, consumer brands in hygiene, health and powerful, consistent and impactful.” healthier world. nutrition, including Air Wick, Calgon, The comprehensive rebrand, including Bespoke typography – a new, Cillit Bang, Clearasil, Dettol, Durex, a new visual identity, was created and bespoke typeface ‘Energy’ is distinctive, Enfamil, Finish, Gaviscon, Harpic, Lysol, overseen by Havas’ branding agency accessible and unique to the Reckitt brand. Mortein, Mucinex, Nurofen, Nutramigen, Conran Design Group. Rolling out across Photography – new photography Strepsils, Vanish, Veet, Woolite and more. Publicis appoints Lawrence Yang as media CEO in Hong Kong
lobal creative powerhouse, Zenith, Starcom, Spark Foundry, Digitas, Publicis Groupe has appointed Performics and Publicis PMX. Lawrence Yang as CEO of Publicis According to a statement by GMedia Hong Kong, effective June 1. Yang Publicis, Yang’s charge will be to build is currently CEO of the media line of the strategic value propositions for the business at Dentsu International Hong media brands and the broader portfolio Kong, where he has spent seven years, first strategy to accelerate business growth and with iProspect and then in the CEO role transformation. starting in early 2020. “The key growth areas in our market Prior to Dentsu he worked with are in data and tech-driven media, and GroupM and Publicis Groupe in Sydney we are taking great strides forward with and New York, 24/7 Media in Sydney our clients. I am confident with Lawrence Groupe has a remarkable set of media and Tourism Holdings New Zealand in taking the helm at Publicis Media, we are brands and brings them all to life in a more Auckland. The CEO role is a new one given going to accelerate our transformation to integrated way is what our clients want and the growing importance of Publicis Media enhance our quality of work and expand need in this ever-changing environment,” in Hong Kong, the agency said. David our total offerings to all our clients.” Kao he said. Chan was the previous leader of Publicis said. In a related development, Publicis also Media in Hong Kong as MD. He left in Commenting on his appointment, announced two appointments made in 2019 and has not been replaced. Yang Yang noted that agencies need to upgrade February: Chris Cheng joined as head of will report to Tom Kao, CEO of Publicis their offerings from providing services PMX and Sharon Lau was named general Groupe Hong Kong, and will oversee to providing business solutions. “Publicis manager of Starcom Hong Kong.
50 MARKETINGEDGE / March/April 2021 FOREIGN NEWS Nestlé introduces bio-based packaging for its global range of pediatric foods and freshness required. The bio-based lids and scoops complement the tin can which is metal- based and is the most recycled material in the world. This innovation is one of the many solutions Nestlé is working on to address the issue of packaging waste. Greg Behar, CEO of Nestlé Health Science stated: “It is our responsibility to our customers and to our planet to innovate on packaging materials that contribute to a more sustainable future. We are pleased that Nestlé Health Science’s pediatric range is our first product group to include the new bio-based lids and scoops: new solutions for a new generation.” estlé will henceforth use bio-based is good for our planet.” Ryan Carvalho, Head of R&D and lids and scoops made from sugar The new packaging will help the Chief Medical Officer for Nestlé Nutrition cane and its byproduct for a range company reduce its use of fossil-based said, “The development of innovative Nof its nutrition products for infants and plastics. The bio-based plastics are made sustainable packaging solutions plays an children. from renewable plant materials that can be important role in our journey to net-zero. Thierry Philardeau, Head of Nestlé continually replenished and also absorbs Bio-based packaging from sugar cane is Nutrition announced: “We are proud to be carbon dioxide from the atmosphere. an excellent example of how we can make the first global brand to offer solutions that According to Nestle, the lids and good use of plant-based raw materials maximize the use of renewable resources. scoops are made from 66% and 95% sugar that are renewable to develop better Families rely on us for support in the first cane respectively. They are certified as alternatives to traditional plastic while 1,000 days of life — a critical time to shape plant-based packaging and are recyclable ensuring that our products maintain a high a healthier and more prosperous future. in countries that have recycling facilities level of safety and quality.” Nestlé continues to push the boundaries for polyethylene (PE). They have the These pediatric brands includes NAN of science to provide nutritional solutions same properties and functionalities infant formula, SMA, Little Steps, S-26, for children, and we are putting that same as conventional plastic ones, without Illuma, and more passion into pioneering new packaging that compromising the high level of hygiene . Netflix is testing a new feature on password sharing
he streaming giant, Netflix, is Users can also choose to verify later, in testing a new feature that could which case, the pop-up will show up again help prevent people from sharing at an undetermined later time. If they can’t Ttheir passwords with people outside their confirm they’re an authorized user, viewers household. will be prompted to set up a new account. $17.99 and allows on up to 4 devices. This test is designed to help ensure The new feature is just a test, and it’s However, they don’t limit users on the that people using Netflix accounts are rolling out to a limited number of users number of devices a single account can be authorized to do so, a Netflix spokesperson who watch on the Netflix TV app. logged into. said in a statement that, “the company’s About 33% of all Netflix users share In January this year, Netflix’s share terms of service say accounts may not their password with at least one person. price bounced about 17% higher after it be shared with individuals beyond your Until now, Netflix has not done beat market expectation, powering the household”. anything to police these terms. Netflix’s video streaming stock to close high after Some users have already started Basic plan costs $8.99 and allows streaming adding more customers than expected and receiving the pop-up message asking them on a single device, while the Standard plan revealed it no longer needs debt in building to verify the account by confirming with costs $13.99 and allows streaming on up its entertainment empire a text or email sent to the account holder. to 2 devices, and the Premium plan costs .
MARKETINGEDGE / March/April 2021 51 FOREIGN FEATURES
A meaningful connection with Your brand will thrive when you consumers’ unconscious needs will not increase the brand’s relevance, but also help it respond to moments of need at empathize with your customers different stages of the consumer journey. Brands will be able to create better connections with consumers through he pandemic and its consumers at the core will be positioned engaging moments and content by economic fallout have to thrive in this landscape. Yet most delivering the right message at the right changed our world for good. companies have work to do before they stage of the journey, and to the right Consumers are reassessing reach this state. They depend heavily audiences on the right channel. their needs and values, on demographic or behavioural data to One real world example showing adapting their behaviours, and adjusting understand their customers—which paints how this works in practice is a healthcare how they make decisions. Marketers that an incomplete picture of what really drives company that wanted to help people to Tinvest in understanding how people’s customers’ decisions. They can see what stop smoking. Every smoker is aware of emotions and values are changing in the customers are buying or not buying, but the rational reasons to quit smoking – face of multiple national lockdowns and they have less insight into what actually meaning that rational content has limited Covid-19 waves will position their brands drives the decision. efficacy in bringing about behavioural to thrive in this volatile landscape. To truly understand customers, change. But using data and strategy, it To keep pace, brands need to move brands should dig deeper to unravel their could identify their underlying motivations beyond demographics and focus more than unconscious motivations and emotional related to quitting and tailored experiences ever on psychographics. In a world where needs. This is where the concept of to their needs. emotions such as anxiety are running actionable and scalable audience high and people are preoccupied with targeting via cognitive intelligence mental and physical health, brands need to has a key role to play. Supported take a closer look at how they fit into the by behavioural science principles, consumer’s personal life. In particular, they this approach identifies the would be wise to focus on how consumers’ intrinsic emotions and motivations values and motivations are changing. that influence consumer choices, Value systems influence human and thus enabling brands to behaviour and shape what people want to understand why people buy what hear from brands. At this time, we may they do. see values such as freedom, togetherness, Using psychological principles respect and time spent with their loved to identify consumers’ ever- ones begin to trump socially oriented evolving motivations and leverage values like social status or materialism. emerging technologies such as Brands that can understand how their artificial intelligence to model customer’s values are changing will be able how changing values, emotions to influence them more effectively. and motivations shape customer Consider the fact that 92% of choice. It adds an emotional respondents in a survey conducted by dimension to the data we already have By hitting members of the audience Wunderman Thompson (WT) said that about customers. with a message tailored to their they admire companies that are taking AI + behavioural science motivations and emotional states— action to alleviate the impact of the By tapping into the capabilities and whether health-related fears or optimism coronavirus. This points to the emotional technology cognitive intelligence can about a smoke-free future – the company link consumers make with brands and offer, brands can drive a more human experienced a tremendous increase in the importance of fostering these links by customer-centric audience strategy. This influencing behaviour, compared to aligning with their values. will be built on an intimate understanding previous attempts. Simply put, it broke The WT Inspiring for Growth of consumers’ changing motivational through the consumer’s inertia with more consumer study, meanwhile, shows that mindsets, mapping the why behind the “human” personally relevant content. it matters how people feel about brands. buy as well as identifying and quantifying An edge for the future Customers want brands to be inspirational winnable audiences. Brands that lay a strong foundation (72%), but only 53% experience brand Motivational audience strategies for understanding consumers’ needs and inspiration, presenting a major growth inform the creative process by highlighting motivations during this uncertain time will opportunity for brands. Furthermore, the role of emotions. People are not be able to get an edge for the future. This inspiration predicts 63% of a brand’s ability only driven by their own beliefs and is an opportunity not only to steer through to drive demand, 52% of brands’ ability motivations, but also by their feelings. what remains of the pandemic, but also to to command higher prices, and 48% of Emotions play a central role in the enhance their brand equity and customer brands’ ability to convert customers at the decisions we make. Humans are, as loyalty for the future point of purchase. António R. Damásio, the neurologist Credit:BizCommunity Consumers at the core said, “not thinking machines that feel, but . Responsive, empathetic brands that put feeling machines that think.”
52 MARKETINGEDGE / March/April 2021 FOREIGN FEATURES
retainer for a marketing agency, it’s also important to factor in all of the additional costs. In most cases, the reality is that working with an agency is less expensive than having in-house marketing experts. Timeline is another key factor to consider. In some cases, small businesses find themselves pressured to develop a marketing strategy. This can happen if customer growth plateaus, competitors begin gaining market share, or new products are not taking off as anticipated. In these situations, businesses need immediate action and should consider a market agency. Marketing agencies can jump in immediately and quickly develop a marketing strategy. It takes much longer to Should your small business recruit, hire and train your own marketing professional. Communication Style hire a Marketing Agency or Another factor to consider is what sort of communication you’d like to have with your marketing team. Having someone build a Marketing Team? in-house means that you are working side- by-side, have regular communication, and can get ongoing, immediate updates. You won’t have this sort of access if you s your small business grows, at some point you’ll need to take your work with a marketing agency. Generally, marketing strategy to the next level. While many leaders of new and small when working with an agency, there are a businesses are used to taking on a variety of roles, there will come a time lot of in-person meetings in the beginning when it makes sense to pass marketing roles on to the experts. Doing as a strategy is developed. After that, so is vital for making sure that your business continues to develop new things shift to primarily e-mail and phone customers, build its brand, and stay competitive in its industry. communication, and you won’t have the For many leaders the realization that they need to work with marketing professionals same sort of constant communication and Aleads to questions of whether to turn to a marketing agency or hire an in-house marketing access. For some leaders, this is fine, for team. There is no right answer to this question, as it depends on the business’s resources others, it’s a major negative for working and needs. That said, there are a few issues that leaders should consider when determining with an agency. Either way, it’s important whether to hire a marketing agency or to develop an in-house team. Here are a few key to think through this difference and factors to think about. determine what’s best for you and your Type of expertise team. What type of expertise do you want? An in-house marketing professional offers in- Working with marketing professionals depth knowledge of your business. This person (or these people) will know exactly what to develop an effective marketing strategy your team does and exactly what your team is about. Additionally, every moment will be is an important part of sustaining and spent on your business, and they’ll be fully invested in your business’s success. growing your business. While marketing In contrast, when working with a marketing agency, you’ll get access to an entire team is something that most leaders take on in of marketing professionals with an array of expertise. While you might not get the same the beginning, it’s a consuming job that level of knowledge and investment in your business, you will get a team on the cutting- at some point will need to be delegated to edge of the industry with a variety of applicable skill sets. In addition, you’ll get a fresh maximize results and to effectively manage perspective and a new look at what your business is doing. Finally, marketing agencies your team’s time. have the benefit of working with a variety of businesses, which means they bring a wealth Marketing is never done, it is a long of industry knowledge to each client. haul. With that in mind, it’s important to In-house marketing professionals and marketing agencies both bring unique areas of turn to marketing professionals who are expertise. When determining what’s best for your business, it’s important to consider the fully dedicated to growing businesses. type of expertise your business wants and needs. Determining whether to work with an Budget agency or to build your own team can be Budget is an important factor to consider as it’s generally more expensive to hire your tricky, but weighing the right factors will own marketing professional than it is to work with a marketing agency. When you hire enable your business to make the right a marketing expert, you need to keep in mind that you’re not only going to have to pay choice and to move forward with the right their salary but also all of the additional expenses that come with hiring quality employees team. including recruitment costs, payroll taxes, pensions, benefits and training. As a result, while you might think the salary of one employee is equivalent to the Credit:Entrepreneur.
MARKETINGEDGE / March/April 2021 53 BRAND OF THE MONTH
How Amber became the toast of energy drink consumers in Nigeria
By KASIM BAKARE
he Amber story is indeed an epic used in beverages. affinity between the Amber brand and the one considering its grand entry In an interview with MARKETING Nigerian market and disruption in a market many EDGE during the launch, the brand owners Having engrained itself in the minds spin doctors had predicted was a of Amber had noted that Guarana was of customers few weeks into its entry settled one. It is even more intriguing that added to Amber to ensure that, alongside into the market, Amber embarked on a Tthe launch of the premium energy drink, all the vitamins and nutrients packed in strategic move to strongly position the last year, came at a time economic and the can, consumers stay alert, energized fast-growing brand through the acquisition social activities were at their lowest ebb and healthy. As a health-focused brand, of a new corporate office and warehouse. due to the Covid-19 global pandemic. the nutrients and vitamins in the drink was The corporate facility which houses many For a brand that was launched barely to ensure a healthy living for Nigerians. corporate offices of senior management eight months ago, it remains the eighth This was the beginning of a journey that staff and sales officers of the company, wonder of the world that it has gained has consistently created the expected according to the soft spoken General traction in such unimaginable terms, driving sales in the Nigerian burgeoning Energy Drinks market with the product rapidly penetrating major stores and trade outlets in Lagos, the economic capital of Nigeria as well as other parts of the country. The emergence and penetration of Amber in Nigeria’s energy drink market has raised many questions for watchers and stakeholders of the market. How did the brand endear itself so quickly to its consumers, in particular, and the general public, in general? What special campaigns and programmes made the energy drink the brand of choice? MARKETING EDGE, Nigeria’s leading brand-focused magazine market intelligent review reports that there were several campaigns and initiatives embarked upon by the fast-growing brand which aided its journey and meteoric rise to the pinnacle of Nigeria’s competitive energy drink market. The introduction of the product, Amber Energy Drink, a premium brand from the stable of Amber Energy Drinks Ltd. was hall-marked by glitz, glamour and panache. The ubiquitous presence of the drink at most of the high-brow shopping malls, chain-stores and top of the league super markets in the Lagos metropolis and suburbs, excited target consumers. Unlike other energy drink brands, Amber Energy Drink is enhanced with potent herbal blend of Guara, Amino acids and vitamins. Guarana is natural Caffeine
54 MARKETINGEDGE / March/April 2021 BRAND OF THE MONTH
Manager of Amber Energy Drinks Ltd, hundred Nigerians in the Start-up entrepreneur also believes the brand is Ms. Lola Adedeji, was to ensure more loan’ and two hundred Nigerians in the focused on being a legacy brand in the accessibility of its products to consumers ‘Business Support’ program. Adedeji nearest future. Her words: “The amazing and distributors. pointed out that with the current situation thing is that Amber is barely seven months Hear her: “As a responsible corporate of the economy, Amber Drinks has old in the energy drink market in Nigeria. entity, one of the major things we wanted found it necessary to alleviate the pain When you ask about it, you almost get a to reiterate is that we don’t compromise of the average Nigerian by providing the response of a drink that is like two years on quality and it is important the way opportunity for them to own and grow old. That tells you we have started making we portray ourselves to the public. An their businesses through soft loans and our marks. Our goal is to make amber a expansive warehouse with a high capacity business support initiatives”. legacy drink and that is why we are not for millions of its products is also situated She continued: “Since the first day in rushing to do anything. She added: “We within the premises. the market, our determination is to grow are taking it step by step to ensure we are Concerned by the traditional trademark the brand and grow the trade partners, engrained in your life. Amber is available in of traffic jams, long queues and endless hence the empowerment scheme through at least six other states outside Lagos and wait by commuters at bus terminals which we are lifting up our brand as well as we are enrolling more states afterwards, which often result in high transportation the businesses of the patrons of the brand,” and then Pan-Africa”. costs, Amber introduced the Free Bus General Manager of Amber Energy Drinks For the love of its teeming consumers, Ride initiative to ameliorate the hardships Ltd, had stated at the 2020 flag-off of the the Amber energy drink train recently of Lagos commuters. The hellish and empowerment scheme which was designed moved to the neighbourhoods with sometimes nightmarish experience for to create a bond between the brand and the new open market activation by its residents coupled with the ever-increasing consumers. dynamic, efficient and hardworking sales population of Lagos metropolis, the Commenting on the scheme, a force. situation had become precarious. In July, beneficiary, Obi Darlington, expressed Kick-starting the exercise, the energy 2020, Amber Energy Drink came to the his excitement on the opportunity of drink parades a galaxy of well-cultured, rescue through the launch of Amber Free becoming a business owner. Said he, “I honest and passionate sales force, which Ride Initiative. At select BRT terminals, graduated from university about five years indicates that Amber has a mission and commuters got a free BRT ticket after ago and since then I have not been able to a vision to fulfill in the ever competitive buying Amber Energy drink. get a job. Words are not enough to express Nigeria energy drink market. The initiative kicked off at select BRT how I feel. My advice to other brands in It also serves as a veritable platform to bus terminals which included Leventis, Nigeria is to emulate the noble initiative activate the value of Amber energy drink CMS, Oyingbo, Fadeyi, Maryland, of Amber to lift many Nigerians out of while connecting it with its consumers on and Ojota, Oshodi, Obalende, Marina, poverty”. an emotional level. Ojuelegba and the conventional Lagos To further demonstrate its love for A statement by the company on https:// yellow buses. Nigerians, the proudly Nigerian brand www.amberenergydrink.com/ said “the Commenting on the novel initiative, a recently flagged off a campaign it tagged focus of the initiative is to build on the long Lagos State civil servant, Mrs. Abimbola #AmberDeyForYou. term emotional connection between the Ojulari who boarded the bus at the The campaign which is being consumer and the brand”. It stated further Oyingbo terminal after the day’s hectic propagated via Below the line (BTL) and that at the end of the exercise currently work at the railway station had said: Above the Line (ATL) platforms across the running at the popular Mushin/Shomolu, “Commuting within Lagos metropolis has country has continued to resonate with Ajeromi/Ifelodun Amuwo-Odofin areas never been this fun, rich and exciting”, Nigerians. For instance, on social media of Lagos will enable consumers to have a adding that the Amber Energy drink BRT platform, Twitter, the brand ignited the fovourable and strong opinion about the Bus Ride activation has changed the face campaign with a tweet which read: “We’ll brand due to the personal interaction as of social life at bus terminals from the go first, AMBER DEY FOR YOU!!!” they will share their experience with others monotonous and sometimes awful long Amber noted that it was sending love about the brand. wait on long queues to buy tickets and to its customers who can get creative to Similarly, the energy drink has board the buses. This initiative is quite stand a chance to win an Amber Love Box commenced a three-month radio campaign commendable”. Kudos to Amber! She in the Valentine season. in no less than nine major radio stations added. Announcing the giveaway on its in Lagos state. The new radio campaign Another initiative of the makers of the Twitter handle @drinkamber, the company with the Theme:” Amber Dey For You” is premium energy drink that resonated with stated that customers can win the Amber currently running in English and Yoruba. its consumers and Nigerians in general Love Box by sending 5 most creative/ Feelers revealed that the campaign is being is the Amber Empowerment Scheme funniest comments to someone they love, planned to run pan-Nigeria. (AES). The scheme launched at the height noting that they must state the reason With several campaigns and initiatives of Covid-19 was aimed at improving the behind their love for the person. The in the offing, it is no surprise to anyone standard of living of Nigerians, especially promotion enjoyed a lot of interest and that the fastest growing brand in Nigeria’s at the critical period of the national talkability and interest on the brand’s energy drink market is leaving no stone economy. According to the brand owners, twitter handle. Many lucky Nigerians won unturned to become a legacy brand in the empowerment program is designed to love boxes from this promotion. the next few years. It is evident from the empower students, retailers, startups and In the projection of the GM, “the brand’s trajectory that this dream may be unemployed Nigerians future of the brand is promising in realized sooner than later. At the maiden outing of the the burgeoning energy drink market programme, it empowered over 400 considering its exploits so far”. The serial
55 MARKETINGEDGE / March/April 2021 BRAND IN FOCUS
but dislikeable leaders. And this has WHY WOMEN MUST been creating an unconscious bias that women don’t belong in senior- CHAMPION NEW DEFINITION level positions. Little wonder only a IWD:minute 5% of the Financial Times Stock Exchange 100 Index (FTSE 100) CEOs are OF CREATIVE LEADERSHIP women. Interestingly, according to 2019 Harvard Business Review, Women have exactly what it takes to effectively lead on their own terms - female leaders excel in taking initiative, acting with resilience, practicing self-development, driving for results and displaying high integrity and honesty alongside strong interpersonal skills. What’s more, the 2020 Harvard Business Review has shown that since the outbreak of COVID-19 pandemic, employees have put greater importance on interpersonal skills like communication, collaboration and motivation, all of which are traits more often displayed in women. Therefore women should stop emulating existing, male-dominated leadership styles in order to get there. It’s evident that society is ready for, By RALPH TATHAGATA and in need of, new forms of empathetic leadership, which truly includes women he world recently celebrated While women face several and empowers them to thrive by the International Women’s Day challenges trying to reach leadership owning and celebrating their multitudes (IWD) amid post-Coronavirus positions, being able to demonstrate of strengths. But whilst this empathetic pandemic crisis and general and articulate these strengths with leadership style may be represented by businessT across the world. The confidence and impact isn’t the only women, it must also be inclusive of men. global crisis has also created a clear problem to fix. In the new normal, empathy has demand to know how to talk about Research shows that women with become the hallmark of a 21st-century leadership values and strengths empathetic and socially focused leader, even as creativity remains a such as collaboration, empathy and strengths are generally well-liked in universal ability to develop solutions that communication in ways that will have the workplace, but have historically positively impact all, while clarity is the positive impact on businesses and been viewed as less competent leaders. missing link in aligning vision, direction brands. Society still holds a very narrow alpha- and communication. Any leader (male Strengths like collaboration, empathy male definition of successful leadership or female) who can make these values and communication are all too often traits which includes being strong, interact and support one another ignored or dismissed as second-rate assertive, confident and decisive. And will definitely be the toast of the 21st skills and are rarely associated with even when women present those century leadership or success. strengths they’re seen as competent .
56 MARKETINGEDGE / March/April 2021 Dozie Mbanefo The innovative OOH Czar SPECIAL INTERVIEW COVER Quality Outdoor Advertising Makes World-Class Cities -Mbanefo Mr. Dozie Mbanefo is the Managing Director of New Crystal Communications Ltd and unarguably one of Nigeria’s marketing communications best and brightest practitioners. In this interview with MARKETING EDGE’s Ralph Tathagata, he speaks on how his agency is deploying static and digital billboards to propel Nigerian outdoor to new heights. He also highlights how the media asset owner is positioning to use 5G to shape the future of the industry.
hat’s your view with it; you will also be able to engage get to see what you have paid for. So, it’s on Nigeria’s people by giving traffic updates and all not like it’s staying for a day or a few days. contemporary those are digitally connected through If you have an advert there for a quarter out-of-home IT platforms. You will be able to display or something, obviously everybody in advertising? time, temperature, traffic on the roads that town will get to see it, including the Out-of-home advertising, as far as I am and information from government. So, CRS that it drags along with it. People are concerned, is catching up pretty quickly digital billboard in its nature has caught up beginning to get used to the fact that from withW current trends because of its peculiar with social media, CRS and the society in digital billboards they can pick information nature. If you look at what is happening general. If you look at it today, a particular about government, traffic and a whole lot across the world, people are more outdoor digital billboard that you pass through has of things. It’s even interactive because when than ever. People now spend more time on the ability to divide its screen into multiple you talk about outdoor advertising, it’s their smartphones and on the social media; segments. And within each of those those things that catch you when you are all those things are basically outdoor and segments you will find out that different out there. Whether it’s at the airport, the not indoor activities any more. And the pieces of information, apart from the mall or at the bus stop, they are all outdoor medium that is always interacting with the product that it is showing, can be passed advertising. social media and other supposed indoor simultaneously. If you look at the malls and even the activities is out-of-home advertising. So, The most important thing about this ones at the airport, they are pretty engaging I would say that outdoor advertising is medium unlike the way I would talk about today. Most of them provide Wi-fi platforms moving with the trends as the case may be TV and radio and the rest of them is that it’s for your phones. So, when you get close today. pretty cheap. Very cheap in the sense that to any of them, it gives you Wi-fi and If you look at the digital platform, you it’s out there 365 days in a year. And being then even the advert that is playing on the will find out that outdoor can actually do there, if you have a location of a billboard screen comes alive on your phone and their and it’s already doing much more than what for instance on the Third Mainland Bridge, interactive base is usually massive. There people think it is. You will find out that another one on Airport Road, Nnamdi are some of them that you can walk up to digital is not just about playing video on Azikiwe and Ahmadu Bello Way, you will the screen and play with it because you steel, but is engaging even in terms of the find out that everybody in that town will can even look at three segments like we are platforms and the way it plays its ads; the pass through one of those locations at least doing in some malls. You will see yourself way it lights up the environment and most once in every three days or in a week. And when you start walking towards the screen importantly, the values that come with it. they don’t have to pay to see it. That means and whatever move you make it makes You will now be able to do a lot of CRS almost everybody in the town or city will with you. For instance, we are currently
58 MARKETINGEDGE / March/April 2021 SPECIAL INTERVIEW COVER deploying a couple of drinking bars that will advantages even in terms of material print I believe I have been able to demonstrate be able to do karaoke and engage people because you can deploy it within seconds. that there is no way you can throw away at different levels. Let’s assume there is a You don’t have to wait for flex to be printed; traditional outdoor advertising. football match going on, and someone at you can also change materials and play the backend observes that no one is talking. multiple campaigns. There has always been this concern The screen might be in Port Harcourt and But, there is also something about static about digital in terms of measuring someone in Lagos just posts something like – a static billboard is you, and it’s you not the Return on Investment (ROI). “Jay Jay just scored a goal, what do you guys shared. Let me draw you into something Industry analysts maintain that think?” It’s all about making the whole thing which we have noticed and as result of that, countless digital impressions do not interactive. we have decided to play static on digital. always end in brand buy or service So, I think based on what is happening There are billboards we’ve been deploying; patronage. What’s your take on that? today, outdoor advertising is creating that we have already deployed one in Port ROI data as far as I am concerned is still interactivity that carries the future of the Harcourt and another one in Abuja. They a little bit of a problem, especially when it young and also carries the future of the are large format billboards of about 100 comes to matching data to the real situation. world and where it is going. There is no way x 30 ft minimum. And at the end of these There are technologies today, which we are you can do without that medium. It is there, billboards, we have about 6 x 3 metres LED also deploying, that could grab all the eye it must be seen, and you don’t pay to see it; attached to the board together. So, what is balls on a digital board and even segment you just have to drive or walk through to see happening is that this is a large format static them into male and female, including it. And it is attracting extra attention and and at the end, it’s an LED of 6 x 3 metres. recording their age bracket. Now, I must creating so much good CRS that is making Remember, 6 x 3 metres is not that small. tell you that the formula with which people things better than they would be. Now, you are drawing a massive presence transit data to go to bottom ROI is always and attention to that board with your large a thin line. For me, I have looked at a lot As a very big player in that sector, format static display. Then that digital now of data conversion system that do all these do you think digital is going to serves to play your video ads, your products from what you call the outdoor to real completely supplant traditional? and all those alternations as well as your bottom line and it’s neither here nor there. No. It won’t because digital has its own area CRS. So, on that platform, we can display But I stand to consistently say that when we of play both in interactivity and in drawing time, temperature, traffic situation, news go to the bottom line of what advertising is, attention. But outdoor is also a shared and any kind of interactivity. which is the opportunity to see, digital has a platform, mind you. Sometimes you need to The client on this static platform is 100+% chance. Remember that advertising be somewhere alone to be able to pull that exclusive and we are trying to make the is an opportunity to see. Now, how does attention to yourself, so it must be a balance cost as friendly as possible. That’s why we that opportunity to see create the bottom between the two. Yes, digital has so many are keeping it to 6 x 3 metres so we can line for your product? Data calculation and use solar to power the rest will bring data into it, but if there is it and cut the cost no opportunity to see, where will you start so that clients will from? be able to pay for If you have a product that you have not static and digital at created any opportunity for people to see, almost a price they how will such product be in their scale of would have paid for preference? I can tell you that if you have a digital. We have a good data calculation and ask questions been deploying them around to find out from people how they in Port Harcourt, got to know about a particular service or Aba, Abuja, Benin, product; if the owners of that service or Kano and Kaduna. product deployed a lot of outdoor, I can For most of them assure you that you would be surprised the structures are and shocked that more percentage of the ready and for some people got to know about it from outdoor others conversions platforms. If I will repeat myself, if you are still going on. don’t get something on people’s scale of That’s what we preference, how will that thing stand a have looked at and chance? So, opportunity to see is number decided to match one. We used to call it a reminder medium, traditional and but it’s no longer a reminder because it’s digital so that clients inclusive of pure advertising and a reminder. will comfortably be It gives something to you, and then it able to drag their reminds you because each time you pass it, CRS, attraction it knocks you back and you remember. and interactivity When people say outdoor is a reminder into the screen, and medium I tell them that a reminder medium most importantly, is a virtual medium because if I manage have their dominant to see an ad on TV without a constant platform on the reminder, it might pass and go. But outdoor static board. Your is inclusive of all. question drew me into this and Still on digital – how is New Crystal
MARKETINGEDGE / March/April 2021 59 PERSONALITY INTERVIEW
New Crystal Communications’ innovative OOH products dominating city skylines positioning itself to leverage 5G if you have an Internet technology with an must have passion and love for it, and you technology and the Internet of amazing speed, you are going to offer that must be ready to throw money into it. It’s Things (IoT), given the fact that the real time splash. something you must want to grow beyond revolution is going to be massive To answer your question, we are you and that’s our drive here. We are trying and tech-based services are going perfectly positioning for 5G because that to build a business that will outlive us, it is to be running 100 times faster than will only help what we do as some of the what we love doing and we want to leave they currently do? challenges we are having are Internet- here handing over to the younger ones Basically everything about digital billboards, related. Although some areas are easy something worthwhile that they can grow including the updating of artworks, has all because we could do radio point to point further. So, if you are in there just to make got to do with the speed of the Internet. and in some others we could do land cable the money, it might be difficult for you Sometimes we encounter challenges here and what have you. In addition, we are also because even when things are not that rosy, in Nigeria where you have drags when putting cameras on the LEDs to drag the you have to pay to keep going. I remember you want to post because the point you pictures to the screen, and that’s what drags telling a friend who is into oil & gas how are taking off from to the point where it is them to our app. When our clients go to much one LED board costs and he looked reaching must certainly be in the best of our app, they will see their screens real time at me and said: “So you will put such thing situations in terms of the Internet power. and that’s why 5G and IoT will be pretty out there and go and sleep? And I don’t see 5G certainly will help us to transmit important to us. When you go to our app police guiding you?” [Laughs]. faster and have so many things keyed in real and try to pull up a board, you can achieve So, it’s something you must have time. For example, in our office here, we do that faster. passion for and will always find yourself end-to-end cable. If you go in there now, We also want to address the issue investing more in it. I am not saying that you will see a lot of television sets where of monitoring by creating transparent having multiple streams of income are is they drag all the LEDs into because when platforms so that a client could easily use not necessary, but you can’t grow in this you post, it’s the computer that controls that his smartphone to check if the board is business if you don’t get the kick from doing screen that you are logging into. You know where you say it is and see it real time. So, it. If your kick doesn’t come from investing it’s about software and hardware; it’s what streaming on 5G will help. in it and expanding it, you can’t do the you log into the software that the hardware business successfully. We love the business carries and shows out there. So, speed is How has managing the business of and we do it because for us every day is a crucial because if you are transferring an advertising in Nigeria been for New starting point, and there is no particular artwork and there is a fluctuation within Crystal? point that we are not deploying and that time, the artwork may not respond and It’s not been an easy thing. It’s been improving on. That’s not to say there is no you might be forced to call the guy at the interesting and tough at the same time. But money in the business, but a guy who earns station to post. And so it’s like when you I will tell you something about outdoor 10 naira in a business and throws back 9.5 have a real time activity like a football match advertising in Nigeria; if it’s not something naira is not just after the money that comes going on and a client wants every goal you have passion for, if it’s just about the from the business. scored to be flashed in his campaign. Now, money, you cannot progress in it. You
60 MARKETINGEDGE / March/April 2021 SPECIAL INTERVIEW COVER
New Crystal Communications’ innovative OOH products dominating city skylines
Outdoor is known to be one of the major contributors to the gentrification of cities around the world. Apart from the business angle, is there any conscious effort on the part of New Crystal to gentrify Nigeria’s cityscapes? I will tell you that I am a strong believer that one of the indices of noticing a world-class city is the quality of outdoor advertising in that city. If you enter a city, the quality of its outdoor will show you the quality of commerce and other activities that are going on in that city. For me, the aesthetics of a billboard is part of our passion. Remember what I said earlier about how we keep changing our structures and boards; they are all in line with the creation of better aesthetic values for the environment they are placed in. If you look at our new offerings like where we are blending static with digital, they are transcending their commercial purposes and are fast becoming strategic aesthetic structures that people use to give each other directions. And if you remember the board you said you saw in Abuja, it’s the first of its kind with fountains and lighting around it. You need to see that board at night with its 32 ft multiple-coloured fountain tower. We grassed the whole of that place to be green and created that magnificent ambience. The board has a transformer of its own, and for us, it’s an endless drive. Based on where we are coming from, that board is a world-class standard even if you want to compare it with the landscape of the UK and the U.S.
What’s your latest innovation? Well, I would say our latest innovation is threefold. The first is the platform I had explained earlier in the course of this conversation which will enable us to drag our IT infrastructure and to create a transparent platform for clients to be able, on their own, verify their billboards by going to our app. That innovation is almost done because right now you can even go to our app and find that kind of billboard and so many other things like geo tags, longitude and latitude and other information on your own. That same app has what we call LED live, so by the time we are finished the whole cameras are going to drag the LED live onto the app. If you have bought a board, you will be able to go in there and see your board live. We’ve been deploying, as I said earlier, a joint mixture of massive static and digital boards. So, those are some of the latest innovations we are deploying and we have done it on almost all our large format billboards. Going by your introduction of the New Crystal app, prospective clients are expected to take action from the app. How would they be able to monitor their campaign real time in a situation where the site is down? That’s what we are saying that boards of a certain value is what we want to put real time services on so that clients can go there and view their boards real time. For example, most of the LEDs and large format boards are of high value and it means that we will have the cameras and high streaming Internet on them for you to see it live. So, at any point you go on that app and get to that particular billboard, you will see it live. That’s also why I said earlier that 5G will improve things a lot. Clients will be able to log on any time they like and not necessarily when we ask them to check. A company recently launched an app that enables people to know what they are doing and where they have certain billboards. Does your app offer such services or is it strictly for New Crystal? Our app is for us and what it carries is New Crystal logo. But we
MARKETINGEDGE / March/April 2021 61 SPECIAL INTERVIEW COVER also extend our site to other platforms that are available based on have better environment than we do? Yes. Are there some that are what we have agreed with a couple of them. We constantly update worse than we are? Yes. But I give it to the outdoor practitioners them about what is vacant and what is not. With the Internet and here because sometimes when I consider the weight of challenges social media, you need to get yourself in here and there so whoever we go through, I hail my colleagues. And outdoor is the only place has traffic to what they do will sell. you can’t hide tax, remember. If they calculate what outdoor pays to every state government in Nigeria, you will find out that it’s huge. Having talked about all these cutting-edge innovations, Don’t forget that out-of-home practitioners are not given anything; how would you say your agency is now positioned in the all they take is a 2 x 2 metre piece of land and turn it into something market? that generates huge revenue to the government and also beautify the Well, our core ambition as media owners is, to the best of our ability, environment. Everything you pay to government goes directly to the provide those assets that will deliver to the client government and I must say outdoor practitioners are vis-à-vis their brands and products. Our number one contributing their quota to the government. In fact, interest, ambition and drive is to provide those assets they are an amazing set of people. at the best locations, in the best forms and formats On the other markets we are operating, we are in and in the most transparent manner. We want to Senegal at the moment and also in Congo and Liberia. create everything around those assets and platforms We are operating heavily in Liberia and we are doing a that would make it easy for our clients to reach their lot of flex printing to be deployed in that market right customers, get value from our services and achieve now. their bottom line. If you are talking about our positioning in terms How would you assess those markets in of that, I believe at the end of the day, all these will terms of appreciation of out-of-home drive a counterforce because by so doing we are products or business? providing those things that are required for brands The appreciation is great from what we’ve seen and products to be able to do because we just entered Liberia their magic. So, it’s natural for in 2019. It’s not a big market like such activities to bounce back But I stand to consistently say Nigeria but it’s also an interesting and create leverage for us as far as smaller market, especially when you positioning is concerned. Let me that when we go to the bottom deploy things that are good. also tell you that we are an agency but we see ourselves as pure media line of what advertising is, Are you thinking about owners, and if you prime yourself affiliation or partnership with as that then the most important which is the opportunity to see, foreign billboard players? thing is for you to build those In the business we do, we are open assets that create value which will digital has a 100+% chance. to anything that brings value to us eventually position you in the and to our clients. But definitely market. Remember that advertising is nothing that will affect our stand as Nigerians. Our business and our How would you compare the an opportunity to see. country will always come first. Any practice in Nigeria and other kind of affiliation that will destroy climes? Where are the other the strength of a few Nigerians markets you are playing in, that are strong in this industry, specifically in Africa? we will not take it. We will continue to strive, and will only go for Well, comparing the practice is quite relative because most of the any affiliation that will bring value to us, to our country and to the times there are a lot of challenges here like multiple taxations and industry. But we will not accept any affiliation that will destroy what the way ratings are calculated, and at the end of the day everything we have just to make it become dependent on foreign things. is transferred to the consumer. You can’t sit down here and tell me that a board in New York pays $10 to the local government without In 2018, you won the National Productivity Award. taking into cognizance the fact that that board does not think about How would you assess the award in the context of the how to generate its own power, it doesn’t have a problem with professionalism you bring to bear and how has that providing its own Internet, it doesn’t worry about hoodlums and award propelled you to do more for the country? how to provide its own security. So, once it pays the authorities that When I got the letter for the National Productivity Award, I asked bill, it is done. But here we are saddled with providing all that. questions about what made us qualify for the award and was given a Right now, we are almost a diesel distributor because we are clear write up about things I didn’t know were going on in terms of constantly running on generators and we are almost a security what we were doing. Sincerely, I was impressed. I think it propelled company because we have over 300 security operatives employed me more because the award they gave me was on advertising, from different security companies spread across our sites in engineering and agriculture. And when I read the things they wrote Nigeria. Currently, we have about two hundred and thirty-three about me that qualified me for the award, I smiled. It also made me thousand litre tank that supplies diesel to different locations. These realise that people do notice every bit of one’s effort and action. are auxiliary activities that cost a lot of money when you plug We are also into other businesses. We have one of the largest all of them in, and don’t forget that you are supposed to pay the farms in the south east; we have a poultry that does about fifteen government. If you compare all these with other places, there are thousand crates of eggs everyday and slaughters about twenty peculiar things that are here that don’t exist in other climes. But I thousand birds every forty days. It’s called Eastern Plane. It’s a would say that under the circumstances which we operate, I think German closed system with about six hundred and ninety-five we are giving it our best shot. thousand birds. In fact, we are progressing to a lot more now with Could it be better? Yes. Are there some other countries that the help that is coming from the Central Bank of Nigeria (CBN)
62 MARKETINGEDGE / March/April 2021 SPECIAL INTERVIEW COVER because we pioneered that sector. We are trying to do what we call You asked me a similar question about seven years ago at the point the Hardware Housing whereby we give houses to some people in when LEDs were just starting and I had said I would expect that in some communities and we buy the broilers or the bad eggs from those five years we would have deployed our digital boards in every them because of our large distribution network. Our poultry farm major city in Nigeria. It has been overachieved because there is no is actually growing; in the next one year we should have a full major city we have not deployed those digital boards. slaughter house that will be making sausages and packaging the In the next five years, I see a situation where we would have chickens. consolidated. First of all, we would have been able to get everything On engineering, my first degree was in chemical engineering into a perfect IT platform in such a way that a lot of things are before I started doing other courses and then coming into seamless. And then we would be able to have converted a couple advertising. of our sites into what we will call modern day things. We would have created interactivity in sites that exist in places we could have From the look of things, you fit into the description of interactivity because you can’t expect people to stop on the highway a well-rounded entrepreneur. What philosophy really and start interacting with your billboard. drives you? We also think that the outdoor platforms we are trying to It depends on the way you define it. The people that I work with are deploy in bars and malls and everywhere people would want to sit the first drive for me, and I will tell you that God has been great by down is something we would want to pursue. We’ve been working blessing us with dedicated and faithful people. Today, we have about on interactive digital boards in major bars across the country and 352 dedicated people across Nigeria who are toiling day and night that’s part of our dream. And then this mixture of LED with static to make these things happen. So, we must always remember these to offer that bold drive to products. We also want to establish a guys who are doing everything it takes to have their deployments kind of institution where the young ones will come and learn and in the best of sites. So, it’s been great, and grooming young people grow and move on with their lives or stay if they want to stay. We is also a kick for me. Each time we sign up pay checks at the end of want to see a situation where at that point we would have employed the month, it gives us happiness and God has been kind and great to a lot of young people to help them learn what outdoor is all about us. From the day we started till date, we have not owed one month and prepare them to transit. We have done a lot of these things, salary. We might not pay too much, but we have not failed to pay especially with engineers; we have probably trained up to 30 whatever we have agreed to pay. Around March last year, we wanted engineers in and out of Nigeria. Young Nigerians are very smart; it’s to retrench when it looked as if things were getting too tough. We lack of opportunities that basically pose serious challenges to many wrote letters asking our staff to make a choice of 20 percent salary of them. We have trained electronics engineers outside the country cut or get retrenched. And by April, the business took a positive and they have been able to solve problems for other companies on turn and everybody continued their work and that cut never foreign soil, giving them useful suggestions. It’s just exposure and happened. Our team has been great and the drive for me is to build training and you will get the best out of Nigerian youths. and build things that will outlive us so that even in retirement, we can sit down and feel we have contributed our quota. It’s been very exciting and enriching for us. We want to congratulate New Crystal for these initiatives and we How would you describe yourself in your own words? are very proud to be associated with you and we want to Just a simple guy who loves working and getting his kicks from wish your organisation more heights. delivering on his work and what he does. I must also commend you guys. MARKETING EDGE has been able to stay and maintain its status as a major brand over the years Do you have any word for the upcoming generation as a despite all the challenges bedeviling the marketing communications thought and business leader? industry. You have promoted advertising, and more so, you My word for the next generation is that it’s important to know that, guys have shown a good understanding of the outdoor form of I stand to be corrected, the fastest, the easiest, the best and the most advertising. You have also shown in-depth knowledge, fearlessness honorable way to make money is to do it the legal and the right way. and commitment in your reportage. It won’t fail you because you will build and climb your ladder; and When I talk about fearlessness, you have done reporting you will learn as you climb and fall and climb again. When you get fearlessly and I have also noticed the way you write your things up there you will be sustained by the powers of the climb which you and the way you choose the awards that you give. So, keep it up have learned. and don’t let this die because that is part of what is helping the Secondly, I still see it as the fastest because you will pay your advertising industry. Just do your own part because at the end dues when you can. Quick, irresponsible and illegitimate means of the day, we can only do what we have to do. You asked me a of livelihood will never pay anybody. Fortunately, we have a vast question on positioning earlier. There are certain things we can’t do population in a vast country with immense opportunities. If you as asset owners but when you have an authoritative platform like put your hand into something and concentrate on it, you will get it MARKETING EDGE that tells the truth without fear or favour in done. Most importantly, seek knowledge and information because a the market, a lot of brand positioning is already taking place. You lot of people don’t know what the law says and what is available for guys are unconsciously positioning brands by saying exactly what is them. Also find somewhere to fit yourself in. happening in the industry. For example, we started a shoe factory in Abuja over a year There are a lot of other guys who just want to get money and ago, but today we can’t meet the demand. We found out that there talk about advertising, but I see that you guys are pretty quite are laws that make it impossible for government bodies not to buy different. I have been following the trends over the years and I have from a local factory. So, if the military or the National Youth Service seen that you guys would have died for being fearless. I also know Corps (NYSC) is buying from a foreign company and you have a that human beings, after all said and done, know the truth. For local factory that meets the required standard, you have the right to example, I may quarrel with you for calling me an idiot even when petition them if they don’t give you order. Young people with energy I know that I am an idiot. But my conscience will continue to tell need to learn and fight their wars and how to drive towards success. me the truth when I get home. The truth is the truth at any point in It’s not easy but it’s easier than the illegal way. time, and will never change What’s your five-year projection for New Crystal? .
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change to survive. We had to look at the way we spent money on adverts. “Would we launch a new product during the pandemic lockdown or would we not?” Eat’N’Go We had to go through every line of our business expenditure and asked ourselves: “Is this a must have or is this a nice to will continue to be have?” We had to make all the decisions that we could make to pilot our business model to meet the new challenges. We a customer-focused chose not to launch any new product during the pandemic lockdown and that radically changed our marketing strategy. company in 2021 Everything leaned straightaway to digital. We cancelled a lot of our billboard and radio adverts because there was nobody in cars. All marketing campaigns had to – Patrick McMichael go digital. It was equally a case of 80/20 in terms of card/cash transactions because Surviving in the toughest times is what builds a brand and boosts nobody wanted to handle cash. We had to radically change the business overnight. consumer confidence. It also requires forward-looking and ahead- We managed to cut down a lot of costs of-current-thinking ideas to pull through such moments. Since of doing business and that made a big the outbreak of the Coronavirus pandemic, the Quick Service difference to us. As a result, we became more profitable during the closing part of Restaurant (QSR) industry has been under more pressure than ever 2020 than we were previously as business before, while adjusting on the fly to consumer behaviour. In this started to return again. Just like us, there were businesses interview the Group MD and CEO of Eat‘N’Go Limited, franchise globally that had to review their owners of Domino’s Pizza, Cold Stone Creamery and Pinkberry underlining businesses and through those Frozen Yogurt, Patrick McMichael shares penetrating insights with changes, they made more money. I will give you a perfect example. In Australia MARKETING EDGE. when I was visiting during Christmas. I went to my local McDonald’s and KFC, and there was nobody serving food at the front counter because the customers had all gone on the digital kiosk to place ould you assess, what the effect would be on our business their orders to limit contact. Everything holistically, the impact and how to navigate the situation. had gone digital and the customers were of COVID-19 pandemic In Nigeria, the economy relies on oil, so placing their own orders which went back on Nigeria’s economy when the economy suffers a twin impact of to the kitchen to be prepared and then in 2020, and the QSR a pandemic and falling oil prices, obviously served. That is a perfect example of front industry in particular? the spending power of our customers counter labour cost that had disappeared CI can describe it from our perspective struggles at the same time. We absolutely in business during the pandemic. I doubt it - not from everybody’s angle. Perhaps I felt the impact. Our management team will come back. It is now an accepted way am lucky enough that I travel back and had to manage a severe customer decline of doing business by customers. forth between Australia and Nigeria, so I as well as a pivot in customer purchasing became aware of the Virus early enough. I channels overnight as our customers Where is the place of innovation in did some research on it and I understood couldn’t come to us because everybody was all of this? that it was a novel virus. We immediately in a lockdown and our revenue dropped The innovation is in delivery technology; started preparing for the possible outcome by 60% at the time. There was nothing one speed of service and home delivery is in January 2020 when we convened our could do to prevent that because none of now key in everything most businesses first crisis meeting and made plans on how us knew the impact at that point. But we do. People would rather have their food to deal with the Virus. had to make the decisions on what to do at home on most occasions. Customers The shock wave that went through about the impact. would rather have their products delivered the Nigerian economy was, from my view, at home as you can see the explosion partially expected. The global drop in oil Could you state in specific terms, the of Amazon. There is an explosion price was something I didn’t quite consider, feats achieved by Eat‘N’Go at the of technology to improve customer and both factors had a huge impact on the height of the COVID-19 lockdown? relationships and delivery service. country’s economy and confidence. Whilst We got to the point where we had to make Attention has shifted from traditional I was aware of the national impact, like stern decisions; because the business advertising and newspapers publications; most business leaders– I was looking at model we had in 2019 and 2018 had to it’s now all about talking to people and
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In Nigeria,“ the economy relies on oil, so when the economy suffers a twin impact of a pandemic and falling oil prices, obviously the spending power of our customers struggles at the same time. We absolutely felt the impact. Our management team had to manage a severe customer decline as well as a pivot in customer purchasing channels overnight as our customers couldn’t come to us because everybody was in a lockdown and our revenue dropped by 60% at the time. There was nothing Patrick McMichael one could do to prevent that because none of us having various customer engagements on If you think like the customer, your journey digital platforms. will end in success, and we will continue to knew the impact at that do that on the digital and other platforms. point. But we had to make What are your projections for 2021? As far as the stores growth, we have The 2021 plan is for us to continue just crossed over 130 stores in Nigeria. the decisions on what to do building positive relationships with our We opened our Northern manufacturing about the impact. customers through our digital platforms facility in Kano State yesterday. On top and at the customer service touch points. of that, we have got 26 new outlets to be That’s one of the things that have been opened across Nigeria in 2021. There are truly important to us - before, and during new cities in regional Nigeria that we do What Corporate Social the pandemic. We have a strong customer not currently serve. We receive constant Responsibility (CSR) initiative communication platform. I am very proud requests to open new stores in new cities should Nigerians be expecting from of our marketing team who has the special by local residents and governments. We Eat‘N’Go this year? interaction with our customers. Instead will continue to launch new tasty products. We will continue with our partnership of launching products, we launched We will continue to employ people locally with Slum2School.That’s certainly an conversation that gave our customers and promote from within our team to enduring partnership that’s sustainable. information on our ability to serve them create careers for our team. We will always It’s important from my perspective as and what we were doing to ensure our look at the design of the stores to make the leader of the company and from my team and products were safe for them. sure we continue to innovate in design and team’s perspective. We will continue to For 2021 and beyond, we will continue in the business model. give back and support 1200 underserved to be a dynamic customer-focused It’s a year to be dynamic – not a year to children into school in 2021. Based on the company; one that wants to hear from recede thinking that your business is not discussions we’ve had, the best way to give our customers. I quite often get questions what it used to be. Your business has to back is to give to the future of Nigeria. from our marketing department such as: change and develop to be in this new world Providing education to young Nigerians What do you think of this product? Do you because everything is not going to be the who are the future of the country, think we should launch it? And I say: What same again. employing people and providing the right feedback do you have from our customers? career path for them is the best way to give.
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What’s your customers’ feedback in my view. I can see that everywhere I go. like? There is a huge population here and my The feedback we get on our digital view is that QSR business will continue to platforms is positive. We measure all prosper. You have to be smart about the feedback every month. About 80% of way you run your business. If you have a the feedback we are getting from our The 2021 plan is for us to good understanding, local partnerships, customers is about product launches and and ability to grow at the right pace about new stores openings, are very, very continue building positive intelligently, you will do well in this market. positive. Where we have expanded to relationships“ with our Nigeria will continue to do well and more states, we have had support from customers through our become the leading nation in Africa. I have the governors of the states. That said we no doubt about that, but you really need to are not perfect, and we do get concerns digital platforms and at work hard to be suited for this market. on product and service the same as the customer service touch Strategically, where do you see every company. Our goal is to make sure points. That’s one of the we never lose a customer due to us not Eat‘N’Go in the next 5 years? meeting our expected best standards. things that have been truly We have a five-year plan. We see a lot of Customer communication and follow up important to us - before, growth across Nigeria. We are planning to is so important. We pride ourselves on open more stores in Ibadan and Abuja. We ensuring that we follow up every concern. and during the pandemic. are also looking at some of the big regional We work too hard to lose customers We have a strong customer towns too. We will continue to increase through our own errors. Every customer is communication platform. the penetration of our store-plan across very important to our entire team. Nigeria. The feedback we get from our suppliers I am very proud of our is also positive. All the small suppliers who marketing team who has Congratulations on your new started with us eight years ago are now position as the Group MD of bigger suppliers. I call it the ripple effect of the special interaction with Eat‘N’Go! In what direction do you Eat‘N’Go. Although we have two thousand our customers. Instead of see the company moving right now as a group? five hundred employees, the total number launching products, we of people who work for our company The group title is more about the across many industries are more than ten launched conversation complexities of the company. We’ve got the thousand. There are so many industries that gave our customers manufacturing, distribution, warehousing, that support the Eat’N’Go. The ripple import and a number of different effect of the company is actually bigger information on our ability divisions. We may look at more business than the company. to serve them and what we opportunities to attach to Eat‘N’Go in the were doing to ensure our future. That’s the strategic process of what Is there any other feedback the company will look at in the next five mechanism in place apart from the team and products were years in relation to business opportunities above mentioned? safe for them. in Nigeria. The main feedback we are always chasing is our customers’ feedback. But we have Business leaders do have their different ways of receiving feedback – we give me the impact on how that affects our business philosophy. How would always liaise with our suppliers and do company. We do a lot of work like that to your philosophy impact on the market research. We’ve done market make sure that the decisions we take are group going forward? research twice this year. We do that innovative, responsible and are taking the You are right. Every CEO has their on different things and one of them is company in the right direction. business philosophy. Mine is very simple about what flavours our customers like, –“people first”, this extends to the Eat‘N’Go and the other is competition versus us. Where do you see the future of QSR team, our customers and potential Another one is on customers’ uptake business in Nigeria? customers. If you have visited my office, versus two years ago. So, we are always My view on the QSR industry in Nigeria you will see the inscription on the wall: seeking feedback from the end user and is really positive. I have been in Nigeria “I don’t care about your race, your title or that comes back to my earlier comment for three years which is such a short time, your money; I care about how you treat about ‘thinking like a customer. We and I have been reminded several times people”. My philosophy is that I treat have to understand the growth of the that I am still “Johnny Just Come”. Despite people the way I want to be treated. For company from the customers’ perspective. my being in the country for a short time, me that’s the number one principle and I always like to make decisions based I see so much development around - everything flows from there. If you ask me on information. I like to have quality the skyscrapers going up, etc. I am not what I have brought to the business with information at my finger tips and our ignorant of the fact that there are a lot of many years experience in QSR, I would marketing team does a lot of research to people in Nigeria struggling. It’s been a say - stay humble, always look behind you, provide this information. They guide a lot tough number of years and a lot of people bring next person through and help them of decision-making and help to understand are living below the poverty line, however, to succeed, treat people the way you would customer traffic movement. Then they will Nigeria will continue to grow and improve want to be treated.
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start new ventures for varying reasons; what was (were) your reason(s) for starting Abelinis? Abelinis Limited is positioned as the Project Intelligent Company in the experimental marketing space. Our quest for delivering marketing concerns Excellently using combos of tools and techniques in project management, business analysis and marketing were our key drivers.
How have you kept on top of your game in this dynamic and constantly fast-paced industry? We are always striving to outdo present achievements. We have a system internally to at least do something new or differently @10 at all times. Investment in people, constant exposure to trends and techniques via We already have our eyes on formal and informal trainings, ideation, creativity and excellent relationships skills Africa and Europe – Oshinibosi that produces trust. Was the Abelinis venture and Abelinis Limited, right from inception, has shown itself to be an agency with a instant hit; or have there been difference. Positioned as the Project Intelligent Company in the Experimental phases/epochs in its evolution over Marketing space, it has always expressed the desire and shown the gut to solve the last ten year? the biggest problem in the industry. Its credo has always been that “there is Abelinis Limited is still evolving, as we a better way to do marketing, a more valuable and less invasive way where started with a BAT event, three months customers are earned rather than bought”. after we began operations. Few months Priding itself as an award winning BTL/Experiential Agency with an after, we won a trade activation pitch to authentic 360 offering; with a strong creative and strategy team that blends influence sales at wholesale and then the together to build and grow sustainable brands, it thus creates proprietary long- confidence level grew better and we earned term activation assets for brands in its portfolio. This it has done consistently credibility to pitch for more within and for ten long years, all in keeping with its vision to “Proffer and implement externally. cutting edge strategies, capable of profitably achieving our clients’ marketing At what point, exactly, did Abelinis needs”. get “the break” as a business? And To celebrate and signpost the 10th anniversary of the agency, its Project how did that “break” come? Marshall, Abiodun Oshinibosi, spoke exclusively with MARKETING EDGE in We are yet to get the desired “break” but this interview sincerely each job we deliver is a unique “break”; so, we have been having “breaks” from the third month of operation.
ongratulations on Generally speaking, what are those the momentous things that you consider to be the occasion of the 10th Abelinis edge over competition in anniversary of your this stiffly competitive industry? esteemed organisation Like I mentioned earlier, we are The PIC sir! Really, how does it (Project Intelligent Company) made up of Cfeel, as an entrepreneur, to have professional marketing communicators, your company turn ten, especially business analysts and certified Project in a clime like ours; and in your Management professionals. Perhaps the personal experience? only agency in this space with such rich The feeling can’t be totally expressed mix. with words. The art of turning dreams into reality comes with a lot of discipline, Is Abelinis a partnership or a sole sacrifices and determination and the joy of ownership? fulfillment is boundless. The structure we run is unique to us as every staff is a part owner. We’d like to observe that people
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What is your philosophy of life, on the one hand; and your philosophy of business on the other? Hmmm, I’m always driven by my quest to Do more, Know more, Deal more, Relate more, Help more, Fair more, Love more, Learn more, ... These guide my professional and social life.
What would you say are your personal success secrets – which others can learn from? My personal secret lies within determination and humility. A lot of things drive determination and for me it’s my hunger for positive success. As you hit different success milestones, be humble enough to acknowledge the main source “GOD” and all the resources God brought through to achieve the celebrated success per time.
Are there things – in life, career, or Oshinibosi business – that you wish that you had done differently? Is the company looking/moving we plan to celebrate positive economic No one is perfect; so there are things that in the direction of affiliation; or impact of our existence in at least 5 other I would have done differently looking back merger/acquisition? countries in Africa and Europe. Internally now. I’ve diversified into a business I didn’t That’s a space we are exploring as we plan celebrate more career growth of our know, failed to do due diligence and I expansion beyond our shores. We are people. regret the decision till date. considering two at the moment. On an industry note, you’d agree Outside of all official duties and Let’s talk a bit about Corporate that agencies are forces behind callings, what else does Abiodun Social Responsibility initiatives, brands and, in their own rights, Oshinibosi do, especially in his especially the acclaimed Abelinis they are themselves brands. Are spare times? Fanz Championship Africa. Nigerian agencies doing enough to I like creative ambience and efforts, love Fanz Championship Africa is not promote themselves as brands in travelling, playing snooker. Nigeria? just a CSR initiative but a viable tool We are so excited that you are NOT Well and honestly, agencies have realized of engagement that delivers lasting a prophet without honour, both in that we are stronger together. A lot of memories exploring football as driver. your land and beyond our shores. agencies are well structured and are very This unique quiz format game show Let’s talk about those inspiring well positioned to deliver value and earn also preaches team spirit and unity as awards, recognitions and honours brand essence. Now, we have our body friends, family and colleagues can come that are dotting your enviable cap not just being recognized by APCON but together to form teams, play together and like colourful feathers that they also having a seat in APCON Council as win for themselves and their respective are. communities. a sectoral body. This position avails us We have engaged directly 12,545 regulatory responsibilities to shape our Recognition and awards give us lifts youths and indirectly with millions. member agencies as deemed whilst setting emotionally to do more and I’m humbled Amuwo Odofin Secondary School got a industry standards. to have a couple from Rotary International, refurbished set of toilets, borehole and some social clubs and religious groups. generator; winner of the 3rd edition won a In the sincerest way possible, how Professionally, our efforts have earned us photo therapy and incubator machine for will you describe yourself – as a awards of excellence from our clients and Ijebu Ode General Hospital and Akungba professional, an entrepreneur, a industry. We recently got a recognition Community School, Ondo State got a manager of resources, both human from British American Tobacco, Globe fully equipped internet enabled computer and material, etc, etc? House celebrating our Covid-19 initiative laboratory in the following year. I’m just a Strategic fit amidst a couple of as it relates to their operations among over other fits. I can qualify as an entrepreneur 500 vendors and suppliers globally. I’m a Would you want our readers to with professional expertise in my trade. I multi-level major donor in Rotary with know where you envision Abelinis strive to deliver business results profitably a Paul Harris Society status, PEFCON to be in another ten years? (to all stakeholders) without compromising distinguished fellow. In celebrating our 20th anniversary, on quality.
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oumobroto “Sunny” Ganguly is Chief Executive Officer, Cars45, Nigeria’s leading tech-enabled automotive trading platform. Sunny has vast experience as a consultant , with specialization in consumer media, CARS45 hospitality, entertainment, retail, digital marketing using technology to Sand sports, as well as private equity and in Mergers & Acquisitions. He is well versed in speaking to issues around Africa’s Business Environment, Digital digitally disrupt Economy, Automotive industry, Business growth and start-up industry. In this interview, he looks at the used cars market the used cars market as well as how Cars45 has fared against the backdrop of the pandemic and projections for 2021. in Nigeria – Ganguly Cars45 came with a unique and novel offering to Nigerians, what informed the choice of that service offering? We found the Nigerian used cars market to be very broken; and filled with a lot of challenges and malpractices. As such, the company was formed with the objective of providing trust and transparency in this market. The Nigerian car industry is about 95% used vehicles. So, it was the attempt of the company to use technology to organize and digitally disrupt the market as it stands. We started about four and a half years ago. We have made substantial progress, we believe, helping consumers and dealers organize the used cars trading business. How would you assess the current state of Nigeria’s used cars market? Looking at the current state of Nigeria’s used cars market, I believe it’s becoming better because people have more knowledge and awareness on the choice of car, the price points and the conditions of the car. Our platform has been able to provide consumers with a very wide assortment of verified vehicles at affordable prices. We have also been doing our bit by providing an inspection report to every car that we list and check. These reports provide either the buyer or the dealer with the true condition and market value of the car using our proprietary algorithms. Our platform allows us to gain strategic insight and information around a lot of used cars in the market. That also allows people to make choices based on fair pricing in the market. Because we also believe that dealers are sometimes victims of the condition of the car; they bought a car that is not in good condition, that then gets passed on to the consumer, who then suffers eventually because he has got a poorly diagnosed car. We empower stakeholders with the information they need to make better buying and selling decisions.
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How would you compare the Nigerian used cars movement then we have data for about 500,000 units that we have already to developed markets like Europe and America? inspected over the years. The data points that we have curated are Used cars businesses all around the world have never been purely a source of pricing through data analytics. transparent or fully organized. I will say developed markets in One challenge that we have seen is that technical capabilities North America and Europe are maybe four to five years ahead; not are very limited in the country. Even where you have good too far away, except proportion of cars traded in those markets mechanics, many of them were trained in the 90s and early 2000. which is almost 50% used cars and 50% new cars. In Nigeria, it is So, their technology was based on visual assessment. Modern cars 95% used cars and 5% new cars. Therefore, the market remains today, anything from 2012 has become Electronics-Mechatronics. untapped and unexplored, its huge in Nigeria. The opportunity So, the big challenge for us is how to find qualified technical is immense. The technology we are using or the standard we are manpower who can actually help the industry move forward. following is exactly what any company will do in any part of the world. We have certain challenges around imports because we Your expansion plan started with moving to other cities don’t know and we cannot predict what SKU type and volume in Nigeria and you also moved to Kenya and Ghana; what is coming in. In many developed countries, because of the local prompted the move to expand the business to these cities production, they know what is going to be the state of the industry and countries? in the next four or five years. That predictability is very important For the first three years, we expanded in Nigeria, beyond Lagos, in any market. where we saw a big untapped opportunity there. We are What are the challenges We have also been doing our bit now in over twelve cities in the used cars market in and our next focus is Kano, Nigeria? by providing an inspection report which is a big market. This The grey nature of this market business is urban-oriented. is a big challenge for us. Under to every car that we list and check. We don’t necessarily look at declaration of customs duties These reports provide either the it from a country point of makes the cars cheaper than view but from a city point of when traded on our platform. buyer or the dealer with the true view. We set out to cover the That’s a big challenge. I think major cities of Nigeria and government is trying to tighten condition and market value of the car we said where can we see the that through various land next phase of growth? End of border controls. The lack using our proprietary algorithms. Our 2019, we moved into Nairobi, of documentation on some platform allows us to gain strategic Kenya and Accra, Ghana. We used cars is another challenge entered those cities because because we like to go back to insight and information around a lot of commonalities in factors three ownership generations to like language, culture and tech make sure the car was properly of used cars in the market. That also penetration and adoption is documented and not used for relatively high. It was easy for illegal or incorrect purposes. allows people to make choices based us to enter those cities. We So, the lack of documentation, on fair pricing in the market. are quite excited to carry out whether its imports or the city-wide expansion in the next local grey market, stolen cars three to four years outside of being traded here and there, Nigeria, Kenya and Ghana. and paperwork not being For now, we are focused on completed from one owner to another are the major challenges. growing our market share and reinforcing our market maker position in our current operational sites. Earlier on, you talked about the use of technology in your operations. How have you deployed technology in How is your business doing in Kenya and Ghana? surmounting the challenges in the Nigerian used cars Our Nairobi and Accra operations have taken off very well. We market? plan to invest further in those markets and grow them. In Nigeria, We have three major technology applications that we have we have a good presence in smaller cities like Ilorin, Owerri, Asaba deployed and engaged across our operations. First is our and Akure. We will be ramping up our Abuja operations as we inspection app, which does a 212-point check of the car to be look to deepen our presence in that market as well as Kaduna. bought or sold. This proprietary tool allows us to get the accurate The Southern cities which include Owerri, Asaba and Onitsha are condition and value of the car. The second is Dealer-Auction doing well as one group and Port Harcourt as one group. I think app which allows us to do price discovery through auctions by our expansion is going well. What slowed us down last year was our franchise partners. Leveraging our rich inventory of cars, the pandemic. Had it not been for the pandemic, we would have irrespective of their locations our franchise partners can view accelerated our expansion into more of these markets outside these cars and place bids on them via the dealer auction app. And Lagos.
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How has the pandemic affected your business? You know our business is almost evenly split between digital and online as well as the physical presence. We have Omni Stores and Omni Retail Outlets. We were affected between April and August last year; but we recovered from that. Literarily, we had to restrict our people going out to the centres and being physically present at work. We also got affected by the last October unrest that happened in Lagos and Abuja. I think the biggest challenge has been how the buyer’s behavior has changed. We have seen that buyers now prefer to hold on to their cars because they believe they will not get value for their cars if they sell today as such companies who own a large fleet and want to liquidate them. they would hold off on purchases. They would say let me hold We have established e-auction platforms for them. They can sell on to my cash right now, I am not spending on any new car. This to their own employees or to our dealer network or the general definitely affected us in the short term. public. Some companies have also approached us for procurement However, as the economy began to open up, from November, as well. Because for many organizations, sourcing and supply can things started looking up very well. Four months on, we have be a tricky subject, we provide quality assurance, transparency recorded strong and steady growth. and pricing and procurement as well for them. The testimonials Another aftermath of the pandemic is that we have seen people we have received from corporates have been encouraging. We also who hitherto were driving to our inspection centres easily but provide services for some government agencies where we take over now because of the convenience of e-commerce, they want those their workshop and maintain and run their fleet for them. That is a services to be delivered to their houses and offices. We have had headache that most people and organizations feel they don’t want to reinforce our remote and premium inspection service part of to take on. We are very big on convenience, everything that takes our business to cater for this new pattern and we have seen it go the burden off the consumer – end-user, dealer or corporate body up. – we’ll provide. Seeing that in most developed markets, financing of vehicles I guess one can safely say that there is a “New Normal” in has been a key peg for driving ownership, we also have developed your business. How have you weathered the storm under two finance products for our stakeholders. One is for our dealers. this new situation? If they want to trade cars that we supply to them, we provide them Inspectors now go out to offices, homes, estates to do inspection. short-term credit of about two months by which they can buy We have also partnered with a lot of filling stations and other the car from us with dealer finance and they can sell it around automobile retail companies. That’s convenient for customers to the money within sixty days. Another product is the Consumer reach a place close to them. They don’t necessarily have to come to Finance Product with some banks and financial institutions who our own centres, which could be a close distance to their homes. are our partners where eligible – pre qualified buyers can select We encourage remote working in a big way. If you noticed in our vehicles from our marketplace and they get it financed from our office today, we have few staff as we have our shift system where banking partners at very affordable interest rates and convenient they only work two or three times in a week. We don’t want to payment plan. crowd people in here. I think if technology can be leveraged well, We also have a partnership with the leading distributors of we can really conquer the effects of the pandemic. new car brands, such as KIA, Kewalrams, CFAO Suzuki. That’s one of the big “trade-in’ programmes that we have, where anyone Tell us more about the unique offerings of Cars45 like can drive in with their old car and get a value for it and swap Mekanic45, EasyShipDirect and other value-added services? or upgrade to a new car of that car brand. We have two more Our objective is to be present and deliver value in the entire partnerships in the pipeline which we hope to announce very lifecycle of the customer’s journey that has to do with automobile shortly. We also have partnerships with other players in the ownership. If you buy the car, you should do it with us. If you ecosystem, Asharami Synergy, Total, Fatgbems to improve value repair or import the car, you should do with us, if you liquidate, creation in the automotive industry. you should do it with us. That’s the whole idea and we say if you want to do a direct import, you can pay in local currency. We will What are your projections for the year 2021? bring the car from the United States or Canada and drop it to your In the last six months, we have seen an uptake almost three times doorstep. Whether it’s transportation, logistics, customs clearance, of what it was in the previous six months. In the next financial paperwork, we will take care of all that. It has been an interesting year, we hope to do 250% of what we did in the current financial service. Mekanic45 also allows the customers to remain in touch year. Our business is coming out of the pandemic strong. At least with us as we provide the tools to fix it, service it and return it to the Lagos market has come back up very strongly. As we open new them. The convenience factor is very high. We are fully responsible cities, they would contribute to the growth of our business. for the job we do. It’s not the individual workshop or the garages. We also have institutional and corporate sales unit for large As a responsible corporate entity, what CSR initiative is
72 MARKETINGEDGE / March/April 2021 SPOTLIGHT
Cars45 offering to its business environment? We have three major programmes that cover development and corporate social responsibility. The first is we have a big mechanic training programme. In Africa, there are still lots of individual mechanics who don’t have workshops or skills to fix cars. So, we encourage them to bring cars and customers into our network by which they get a commission. They Mastercard: are also encouraged to fix the cars in the workshops that we allocate Driving Africa’s digital to them. The second one is our flagship autopreneur initiative, an transformation and entrepreneurship programme where dealers, merchants or dealer agents creating a digital are encouraged to bring cars to buy or sell or carry out other services on our platform and get a referral fee. To economy that works for get into the programme, they have to undergo an expansive training which everyone, everywhere we conduct that covers topics such as negotiations, law, communication, automobile basic engineering. To stay astercard is a technology company in the global payments business. It in the programme, they have to renew connects consumers, financial institutions, merchants, governments and their training every six months. Like I businesses worldwide, enabling them to use electronic forms of payment said before, a lot of them have an old instead of cash and cheques. The company uses technology and data- knowledge of automobile; this will help Mdriven insights to make electronic payments more convenient, secure and efficient for them to upgrade and then complement people everywhere. by giving them all the tools (tablets Mastercard does not issue cards, but develops advanced payment solutions and and pads) that allow them to do the seamlessly processes billions of transactions around the world every year. Its business inspection and empower them to has a global reach—extending to more than 210 countries and territories—and become successful business people. continues to experience growth in a world where 85% of retail transactions are still made in cash and cheques. Can you let our esteemed readers In Africa, Mastercard is directly contributing to the building of robust digital to know more about you? payments ecosystems that support the continent’s potential for economic My education was in Law followed by transformation. To meet Africa’s unfulfilled demands for goods and services, close a Management degree. I have spent infrastructural gaps, create jobs, displace cash, and decrease poverty, Mastercard the large part of my working career as is bringing together an entire ecosystem of key players at different touch points to a management consultant, and then deliver digital solutions that have a far-reaching impact. at KPMG. It was KPMG that brought In Nigeria, Mastercard partnered with NetPlusDotCom and to provide micro, small me to Africa about five and half years and medium-sized enterprises (MSMEs) with digital payment tools to advance their ago for a cinema project with the business through their self-onboarding digital platform, Merchant Digital. So far, 1 Genesis Group. I was deputy managing million MSMEs have been onboarded on the platform that can be accessed online by director for Genesis Group for about three years and I was based in Port all small businesses and micro merchants in Nigeria. Harcourt. This stint allowed me to The company also partnered with Unilever and Kenya Commercial Bank (KCB) to understand the consumer and African offer new lending models for micro-merchants in Kenya. The program offers a safe market very well. After that, I served digital platform that enables KCB to provide an interest-free credit line based on the as a strategic Business Advisor on the micro-merchant’s purchasing history. The credit line is provided through a secure board of many companies including Mastercard digital payment solution, which is accessible via mobile phones and other Cars45 and eventually I became the handheld devices. This solution allows micro-merchants to buy more products, giving CEO at Cars45 last year them access to formal credit services and therefore increasing customer traffic. . The goal is to drive Africa’s digital transformation and create a digital economy that works for everyone, everywhere.
MARKETINGEDGE / March/April 2021 73 TOP OF THE MARKET . . . Gists, Jests & Jabs With John Ajayi
an unprecedented growth between 2015 and 2018, as revenue growth of this medium Digital adspend: Any ranged between 39 percent during that time period. The growth rate is projected to slow down in the coming years”. By 2023, online need for a rethink? advertising in Nigeria forecast is to generate 133 million US Dollars in revenue. Yet yearly advertising spend revenue in the traditional e are no doubt in an has become a major advantage for the media within this period has continued on a unusual time. Indeed growth of digital advertising. The Internet, decline journey. the season and the which has made the world a global village, While the online advertising sector has epoch are different. has suddenly demystified the traditional been recording a boom in business, the Perhaps, the inventors media placing them at the background brand and the advertisers appear to be at the of the cliché, “the new normal”, did their when the talk is about quick wins in brand receiving end of poor outcome in growing home-work well because we are in a time of management as digital takes precedence. equity and bottom-line. Wthe new unusual. A recent post on Facebook by Agbolade In its latest research, Adweek, a The new dawn heralded by the Covid-19 Omowole a public commentator confirmed leading global marketing and advertising pandemic has suddenly boosted the lexicon. the fear of the gradual eclipse and threat publication has revealed that advertisers It is not uncommon these days to hear to the traditional advertising role in brand are still struggling to get better results from more frequently such buzzwords as “digital management. their digital adspend despite all huge yearly natives”, “The GenZ”, Next Generation According to Omowole, “the print expenditure. “Digitisation”, “innovation” and what not. newspaper was a major innovation several According to the leading industry All have become the toast of almost all years ago, but the birth of digital media may magazine, “advertisers are struggling to get industries and disciplines. pose the greatest threat and can even lead to better results from their digital adspend” Similarly, the season has given pre- the death of traditional or print newspaper”. because “the average conversion rate eminence to Internet advertising through Quoting a research report, Omowole for digital ads is just 3% which means a the unquestionable and unquantifiable said further, “the number of years it took staggering 97% of adspend is going to waste”. relevance of the social media. It will amount to reach 50million users is given as:- “As costs rise and conversion rates remain to stating the obvious if we say that the Telephone - 74 years, Radio - 38 years, TV low, it’s more important than ever to ensure advent of the social media has become a - 13 years, Internet - 4 years, Ipod-3 years, your advertising budget is driving results,” major ache on the traditional media. There Facebook - 4, 5 Months”. Adweek revealed. have been back and forth arguments. Perhaps faced by this new reality, Consequently, the popular magazine Concerns have mounted on the gradual advertisers the world over have switched has developed a post click, a complimentary eclipse or erosion of the role and impact preference to Internet advertising thereby self-assessment tool to help advertisers of traditional media in the growth and reducing or cutting down on advertising measure campaign success and find development of brands. These concerns expenditure in the traditional media. opportunities to improve conversion rates in have not been misplaced considering the The rate at which advertisers are less than five minutes. attention brand owners continue to thrust enlisting the Internet as a vehicle for With the disclosure by Adweek, it and splash on the digital in their brand communicating their brands messages is appears that the time has come for the communication options. quite unbelievable. The new found love advertisers to do a “rethink” on excessive As generally held, digital advertising is a between the brand owners and the digital and obsessive increase on yearly digital continuously and rapidly growing industry advertising agencies has created a boost and adspend. While the digital adspace remains in the country. Today, digital advertising is a boom for the sector. an attraction, it should be devoid of gradually becoming the most prominent An online report recently revealed that obsession and addiction at the expense of advertising form as more and more global digital advertising expenditure was the traditional media. Of what percentage advertisers and brand owners continue to projected to increase from an estimate of value is 3% in conversion rate? How embrace it while allocating huge budgets to 173 billion US dollars in 2016 to just over does a Chief Marketing Officer explain a it in their yearly spend. 272 billion by 2020. Spending on Internet humongous loss of 97% in adspend? Who Traditional advertising, as it is well advertising was estimated to end 2017 with pays for such a staggering loss? Of what known, is an “interruptive form of the second highest year-over-year growth in value at all is advertising if it fails abysmally marketing that allows companies and advertising spending in comparison to other to lead to a proportionate conversion marketers reach out to their consumers mediums - 13 percent. rate? Will the advertisers allow this trend whenever and wherever they wish to. It Continuing, the report added that to continue? Is it not time to rethink the occurs mostly in different forms, including “in line with this global trend, Internet dependence or over-dependence on digital newspaper ads, magazine ads, billboards, advertising revenue in Nigeria has shown advertising? For the brands to grow, the radio ads, television ads, and direct significant improvement in the last few conversion rate issue on digital advertising mailings. years, and was projected to continue to rise. must be urgently addressed In view of its pre-eminence, the Internet The online ad market in Nigeria has seen .
74 MARKETINGEDGE / March/April 2021 BANKING & FINANCE
GISTS, JESTS & JABS IMC Virtual Summit: Again We Did It!
of the summit. Our success reminds us Guest Speaker of the question raised by William Brody. & Panelists Brody, the scientist once raised a poser
@ Andrew Hanlon Steve Babaeko, President, Preetesh Sewraj, Ifeoma Dozie Femi Adelusi, President, when he said; And what is the Calculus of Managing Director of TVC Communications Association of Advertising Agencies CEO, The Loeries Director Marketing & Communications, Media Independent Practitioners of Nigeria (AAAN) SSA, Mastercard Association of Nigeria (MIPAN) innovation? William Brody (born 1994) Inaugural Virtual Quarterly Summit a scientist and an American radiologist and academic administrator also had Brenda Nwagwu, Richard Iweanoge, Oti Ukubeyinje, President, Emmanuel Ajufo, President, Nkiru Olumide Ojo, CEO QVT Media Ltd. General Manager, Brands &Comms, Association of Digital Marketing Practitioners Outdoor Advertising Association of Nigeria Standard Group Johannesburg MTN Nigeria (OAAN) the answer “The Calculus of innovation is really quite simple: Knowledge drives innovation, innovation drives productivity, productivity drives economic growth”. Tunji Adeyinka, Jude Odia, Managing Director, Tade Adekunle, President, Yomi Badejo-Okusanya, Elo Umeh, GMD Republicom group Starcom Media Perspectives Experiential Marketers Association President, African Public Founder and CEO, Terragon Group. of Nigeria (EXMAN) Relations Association (APRA) Here we are, we are at the threshold of history. We are poised to even create new THEME: BRAND MANAGEMENT IMPERATIVES & story and bequeath a greater legacy to the CHALLENGES IN A POST-RECESSIONARY ECONOMY industry through our industry, knowledge,
Guest Speaker: Mr. Baba Awopetu, Date: 25th March 2021. productivity and growth. Group Strategist, Marketing Director, Surrey England Temitope Jemiregbe, Managing Director, DKK & Associates Ltd ( MODERATOR) All of these propelled us to initiate the MARKETING EDGE IMC Quarterly Virtual Summit. We launched this novel idea with the sole aim of regularly expanding the frontiers of marketing e have projected. We have genre of brand journalism. and advertising knowledge while leading conceptualized. We have As a market leader with pedigree and relevant and requisite conversations on planned. And indeed, established brand equity, we cannot wail or contemporary and germane issues in the we have executed! It was mourn the menace of me-too products. As entire spectrum of Integrated Marketing good. It was great. It was outstandingly a renowned marketing musketeers, we are Communications. Wsuccess story. The Inaugural MARKETING focused on raising the standards. That is The MARKETING EDGE IMC EDGE IMC Virtual Summit held recently the only way to separate the boys from the Quarterly Summit is therefore a fall- amidst pomp and pageantry. The industry men! We have been doing that. And that out of our current efforts aimed at had long waited for it. we did recently with the inaugural edition positioning our brand very strongly as a The Nigeria marketing and advertising of MARKETING EDGE IMC Virtual truly innovative, creative and digital savvy eco-system had for long yearned for it. Summit. It was Wow!! agenda setting media platform. It is no As the industry yearned, we engaged and We are still getting the feelers. It doubt a unique product offering from our engrossed ourselves with the right thinking resonated. It reverberated. Yet, it falls in multi-media channel stable. For the IMC on the modus operandi. sync with our holistic brand positioning industry in Nigeria, the story may never be We have always set the agenda because strategy. For us at MARKETING EGDE, the same again. that is our main forte. But beyond that, we believe the only way we can stay on top Not only that, we have pathetically we have always positioned our brand very and remain unperturbed by challatants and painstakingly watched organizations strongly as a brand with vigour and rigour. and “me-too” brands is to keep pace with and corporations involved in the brand In all we do, we place high premium on innovation. At MARKETING EDGE, management business in Nigeria struggle intellect, excellence, rigour and research. innovation is one sure way we want to be endlessly in achieving bottom-lines Our bench-mark is the global standard, unrelenting in our drive to break the status especially in the challenging micro and and we don’t care a hoot setting the quo and develop a new opportunity where macro-economic sectors bedeviled with standards where none appears working few have dared to go. As stated in the Covid-19 pandemic and the resultant or sufficient. Like the skilled swimmer immortal words of Thomas Alva Edison crippling of economies across nations and in the blue ocean, we keep expanding (1847-1931) an American inventor and continent. the frontiers, we keep setting the rules businessman who has been described as While we watch and take lessons from of engagement. We remain our own America’s greatest inventor. “The value of the new market challenges and imperatives competitor, not paying the least attention an idea lies in the using of it” This we have that have been occasioned by the new to copy-cats and insolent passengers in the done and displayed with the convening normal, MARKETING EDGE, as a thought
MARKETINGEDGE / March/April 2021 75 TOP OF THE MARKET GISTS, JESTS & JABS . . . Gists, Jests & Jabs With John Ajayi
leader in its own right has elected to take the bull by the horns in launching this not for profit initiative aimed at rescuing Revised NBC Code on businesses and restoring them to perfect health condition for requisite and relevant market performance notwithstanding the CNN advert placement vagaries and vicissitudes of the time. It is sequel to this that we assembled an array of industry intellectuals, experts and professionals of renowned and reputable creed and pedigree to offer incisive insights on the theme that haunts all advertisers, …An insult or agencies, media and other service providers in the IMC sector even as they continue to swim and struggle in the red ocean which the dreaded global Covid-19 an assault? pandemic has inspired and imposed. With the theme: “Brand Management Imperatives & Challenges in a Post- Recessionary Economy”, the summit, had as Guest Speaker, Baba Awopetu, he last may not have been heard yet on the changing paradigms in the our pioneer Editor-At-Large and an Nigerian advertising and marketing landscape. And very frankly too, the accomplished marketer who is a globally Nigerian advertising eco-system is rapidly and disruptively witnessing acclaimed motivational speaker and a critical changes that will forever linger in the annals of brand management and the power-house of ideas. His career growth T management of brand business. trajectory which has become an open No sector, I plead to observe, has been fated to “New Normal” like the Nigerian chapter in the Guinness Book of Records marketing and advertising. Indeed, the age of “new normal” appears to have bears eloquent testimony to the intellectual conspired with all earthly and ethereal elements to impose on the advertising and sagacity of this great Nigerian marketing marketing communications sector the most “abnormal of luck” in the guise of musketeer making waves across the world. the “new normal”. Or how else can one describe or define the changing face and Ditto for our Anchor Amazon, Mrs. phase of “fortune” in a sector already suffocating under the pains and pangs of Tope Jemirigbe, CEO, DKK Nigeria, a very the Covid-19 pandemic fall-outs. Two years back, the industry and its operators cerebral 360 degree IMC professional, were entangled in the bitterest struggle of survival as over one-hundred registered whose footprints transcend all the sectors advertising agencies were critically on their death-beds while some were merely in IMC. She is no stranger to discourse; existing on the fringes. neither is she an amateur in managing Reason, businesses were no longer coming as brands and their owners found people and ideas. a new route to the market. The decline in fortune for consultant creative agencies Similarly, we had in assembly, some of surfaced with client’s new found love in consumer experience. With the sudden rise the best and the brightest in our industry in fortune in brand activation that enables consumers have a direct experience and from across all sectors as panelists. These subsequent conversion as loyal consumers, client’s hitherto love for beautiful ads are men and women of timber and caliber and creative copies took a back seat. No sooner than this discovery was made that who have honed their horns in their brands began to witness percentage growth in sales and patronage. Not the one to various fields, disciplines and endeavours. take chances, advertisers quickly cut down on brands creative advertising and in Indeed, it was not so much an easy task its stead went for one-on-one with the consumers out there in the market place. gathering together such inspiring team of And just like that, the profit margins resumed appreciable growth while advertently players and gladiators within a record time or inadvertently shutting the door against business and rise in fortune of creative for this type of conversation, even at a time agency business. like this. We thank the good Lord who With this perfectly sealed, the agencies began to chase fewer clients that have made this possible as it was certainly not reasonable budgets for brand advertising. You don’t need any philosopher king by our efforts . to tell you that some of these companies were few and far between. Only the major multinationals retain sizeable budgets for creative advertising while some major indigenous conglomerates were blind to all that. Some even got stuck with endless sales promotions all through the years as if consumer promo has no rules of engagement! Imagine Dangote Cement running an all year round Cont’d on pg 78
76 MARKETINGEDGE / March/April 2021 BANKING & FINANCE
GISTS, JESTS & JABS
sales promo as if rewarding consumers loyalty cum the sole objective of selling were going into extinction? I am still researching the main motive behind such marketing strategy in a market that is hugely monopolistic! That aside, the advertising sub-sector under discuss at this review period witnessed clandestine incursion of foreign agencies who never wanted to set up business shops in the country but are very smart with their brief-cases which they come along with to export the local ad briefs for their unrivalled bazaar. It took a long while before Nigerian admen woke up to the threat which such a development poses to their existence. As a matter of fact, some multinational companies had listed the services of off-shore creative shops while local ad agencies wonder about in solitude like an “orphan” looking for the business that isn’t in any hurry to come their ways. Encouraged by the exploits of offshore agencies, other foreign advertising agencies with affiliate agencies in the country begin to explore the best and if you like the most “cunning and fraudulent ways to What really can be at issue deceive or by-pass” their affiliate agency networks in the here? Why is APCON council country. How do I mean? Some of these “Smart Alec “ ad agencies started approaching their local clients directly reconstitution a no-go area through their metropole networks and began to come down for presentations and pitches without carrying their local for the Hon. Minister of networks along! A leading FMCG in the drinks business Information & Culture, Alhaji actually contracted an off-shore agency to multi-billion naira business without care and concern for the local Lai Mohammed? Is this not the network. The case of the client in question is an open book in same bold and daring Alhaji the industry as it remains one of the sore points of the Lai Mohammed, hitherto an endangered industry. While this was happening, quacks and crooks were busy having a field day on the field of accomplished PR Professional play. Registered and well-fortified creative agencies were suddenly losing businesses to hot shops and down town who knows the import and creative hawkers. It all started like a bad joke, but today, essence of advertising and professionals with expertise in other disciplines and endeavours are taking over some juicy businesses in the all other arms of Integrated adworld. This is not peculiar to Nigeria alone though as it has become another major development upset in the Marketing Communications marketing communications world where hitherto consulting services. What we heard in firms now go after creative advertising business, and sometimes for the entire brief on brand management. What hushed tones and through is amusing and equally amazing in this ugly saga is the fact industry gossips was that some that after taking over the businesses, the consulting firms would now begin to poach hitherto trained and skilled “powerful forces” were against creative people in the workforce of the creative agencies. A case of rubbing salt or sand on an injury you would the Minister’s determination to say? But again, life goes on there, and yet the loser is?... the reconstitute the APCON Council. creative advertising agencies. Closely following these myriads of challenges is the case Is it still the same situation? of delayed re-constitution of the council of Advertising Practitioners Council of Nigeria, APCON, the sole regulatory agency of the Federal government charged with regulating and monitoring the practice of advertising in Nigeria in all aspects and ramifications For almost six years of the President Mohammedu ? Buhari administration, the APCON Council has been held MARKETINGEDGE / March/April 2021 77 GISTS, JESTS & JABS
Cont’d from pg 76 in an annoying been recorded due to arrested growth How does creating adverts in foreign abeyance. From in the sector. The consumers too, countries with relevant and requisite all looks and purposes, It appears that mostly Nigerians and the general public technology, equipment and innovations the Federal government of Nigeria and have become victims of unregulated affect local content fund drive? Has the Federal Ministry of Information advertising sector due to the non- the minister forgotten that adverts & Culture which directly over-sees reconstitution of the council. In Nigeria being produced overseas were actually APCON as a parastatal under its watch today, there are plethora of advertising created in Nigeria? What is wrong if a no longer has any respect whatsoever campaigns and jingles that are ruling the creative agency in Nigeria, fully owned for APCON. It is quite unbelievable, and air-waves which are distasteful and not and operated by Nigerians create an indeed, incredibly so that the nation’s too good for consumption but yet airing advertising idea, developed concept and information ministry can be so non- unchecked! This is no thanks to delayed all that and go overseas for shooting challant about properly reconstituting reconstitution of the APCON Council. of the commercial for perfect final APCON Council so as to ensure proper Perhaps, I should take a small outcome? and requisite control, regulation and pause here and state with emphasis In most cases, Nigerians in the monitoring of an all-important sector that though the APCON Council has creative team of these local agencies also like advertising practice. not been reconstituted does not pre- travel overseas to do this production Several visitations, high powered suppose that APCON as an agency has and learn newer things around modern lobby, appeals and one-on-one derailed in discharging its statutory production technology. Is that an engagements have been made responsibilities. Nope. That is not the offence? variously and differently by groups and point. The point is that APCON in its Why will the choice of foreign or institutions to the federal government on present state, situation and circumstance local media platforms to explore in reconstituting the APCON Council, yet has been operating within reasonable brand management become the ache no luck. set limits. There are actions the agency for NBC or the federal government? What really can be at issue here? cannot undertake presently because the The minister talks about breaking Why is APCON council reconstitution council is not in place. the monopoly of Multi-choice on a no-go area for the Hon. Minister That is the reality. That is the fact, broadcasting the English Premier of Information & Culture, Alhaji Lai nothing but the fact. It is now a case League. Perhaps a good idea, but the Mohammed? Is this not the same bold of the regulator now regulating itself Minister should choose his battles well. and daring Alhaji Lai Mohammed, on what it can do and what it cannot He should not muddle the water. He hitherto an accomplished PR do from amongst the myriads of all it should spare the advertising and the Professional who knows the import should do and must do. Who on earth entire brand management business. and essence of advertising and all will vouch that this type of situation is The government through its ministry other arms of Integrated Marketing not worrisome? should thread softly on the terrain that Communications services. What we It is perhaps no wonder that the is sloppy and slippery. Has the Minister heard in hushed tones and through Hon. Minster of Information and culture forgotten that a product made in Nigeria industry gossips was that some has suddenly found a new trust and can have a global appeal? What is his “powerful forces” were against the confidence in the Nigerian Broadcasting understanding of a multi-national Minister’s determination to reconstitute Commission. brand? I mean, this newly revised NBC the APCON Council. Is it still the same Sensing that he might not be able to code needs to be further clarified and situation? How long will these forces break the APCON council reconstitution explained. hold down the reconstitution of the jinx, Alhaji Lai Mohammed has turned If not, the Minister and his agents APCON Council? With less than two attention and searching-light to the will only be seen talking to themselves years in the saddle, cant the minister Nigerian Broadcasting Commission and disrupting business in unimaginable initiate moves to break the cabals? What and has since been churning out a raft proportions. A quick rethink would be is their real objective? Whose interest of rules and regulations on advertising, necessary here, now that all advertising are they serving? And how long will they brand management and promotion. stakeholders operating under the aegis hold down the entire industry? These The recent long list of reviews of Heads of Advertising Sectoral Groups and several other questions have become believed to have been ostensibly had come out in unison to strongly expedient in view of the multiplicity of carried out under the revised code of object the new rules and other rafts of challenges and problems besetting the broadcasting by NBC are nothing but ordinances in the guise of revised NBC ad. sector. The failure of the present sheer “bussy-body” initiative or at best codes as announced by the Minister. administration to reconstitute the what the legal minded professionals The group in a statement signed by all of council which is the apex regulatory called “unnecessary interlopers”. them condemned the pronouncements organ of such a key institution has no How can Alhaji Lai Mohammed by the Hon. Minster reminding him that doubt inflicted lots of injuries on the reasonably explain the nexus between the world has become a global village Psyche of the advertising practitioners, the placement of an advert material . brand owners and the entire industry. on CNN or any foreign media and the Several loses and damages have issue of Local content development?
78 MARKETINGEDGE / March/April 2021 MARKETING EDGE IMC VIRTUAL SUMMIT
Experts advocate brand realignment at MARKETING EDGE IMC Virtual Summit
ecessions bring changes to the strong, innovative, creative and digital is the equilibrium on which company and marketplace that no brand or savvy agenda setting media platform. Ajayi customer relationship can be balanced.” business can predict. These also pointed out that the need for constant Awopetu opined that marketers live in changes usually continue to exchange of marketing and advertising the future and therefore should be the shape respective markets and knowledge with a view to leading architects of the future. drive exponential evolution even after the conversations on contemporary industry Also speaking, Steve Babaeko, recession. The brands that emerge ready to issues is the rationale behind the Quarterly President, Association of Advertising Rcompete in the new marketing landscape Summit. Agencies of Nigeria (AAAN), described are always those that recognised the He further explained that the summit the times as uncertain which do not unique opportunities that arose during the was in response to the struggle and require any manual to survive. Asserting recession. challenges that Covid-19 pandemic that it requires new thinking to navigate The dark economic recession clouds has imposed on brands and businesses the post-recession economy, he said: “Most on Nigeria’s horizon have disappeared if as they struggle to achieve minimal importantly, this is the time to adopt non- the National Bureau of Statistics’ (NBS) success, adding that an array of industry contact solution – just as Mr. Ajayi and Q1 report that the country had exited professionals of reputable creed and his team have done by putting this virtual recession is anything to go by; but the pedigree were assembled to offer incisive summit together.” aftermath remains a challenge that brands insights on the theme that hunts all Babaeko believes that when advertising and businesses must tackle head on in a advertisers, agencies, media and other does its job, other businesses which post-recession. service providers in the IMC sector. rely on advertising will equally do well. To demonstrate that brands and Baba Awopetu, the Guest Speaker He, however, advocated that the rules businesses need to do more than merely and a marketer of international repute, of engagement should be re-negotiated survive a recession in a competitive who keynoted the summit from faraway among the sectoral bodies. “The landscape, MARKETING EDGE, Nigeria’s Canada, mentioned trust as more government needs to look seriously at our foremost brand and marketing magazine, important than data in a post-recession industry and come up with a relief package recently organised its first-ever virtual economy. He said that data on its own such as tax rebate.” summit. The summit, themed “Brand is useful, but trust is more important. On his part, Femi Adelusi, President, Management Imperatives and Challenges “People buy from people they trust. Trust Media Independent Practitioners Cont’d on pg 83 in a Post-Recessionary Economy”, which saw some of the Integrated Marketing Communications’ (IMC) thought leaders and sectoral heads in attendance, dissected contemporary industry issues and challenges, and charted a way forward. John Ajayi, an industry authority and Managing Director/CEO of MARKETING EDGE, while declaring the summit open with a welcome speech, enunciated the goals of the summit, describing the initiative as an effort aimed at reinforcing the MARKETING EDGE brand as a
MARKETINGEDGE / March/April 2021 79 MARKETING EDGE IMC VIRTUAL SUMMIT FACULTY MEMBERS
BABA AWOPETU (GUEST SPEAKER) Baba Awopetu is a passionate business leader with expertise in transforming sales and marketing functions to drive growth. He possesses an instinctive ability to identify the drivers in complex markets and develop strategies and actions to turn them into profits. The marketing expert is very effective at motivating, inspiring and engaging people to deliver stellar growth. Mr. Awopetu’s professional trajectory has seen him being the Group Strategy & Marketing Director (CMO) and UK Sales & Marketing Director, Optegra Eye Healthcare; the largest network of private dedicated eye hospitals in Europe. As a chartered marketer, Mr. Awopetu has been a member of the Judging panel for Pharma Times’ Marketer of the year, a committee member of CIM Medical Marketing Group, an expert editor for Journal of Medical Marketing and Chairman at Eucomed conference among several others. His educational and professional qualifications include University of Greenwich, Masters in Strategic Marketing: The Marketer’s Forum, C.I.M Professional and Postgraduate Diploma in Marketing and University of Greenwich, BSc (Hons), Pharmaceutical Sciences.
TEMITOPE JEMERIGBE is the Chief Executive Officer of DKK Nigeria, a full-fledged Integrated Marketing Communication agency. In her career trajectory, she has evolved into an Amazon on the Nigerian Integrated Marketing Communications landscape having built a sterling career that has chalked up great records in all the agencies she worked, with outstanding performance at DKK, in particular. With well over 22 years experience from various top agencies in Nigeria, including STB McCann, ZK Advertising, Prima Garnet Africa and Dencil Limited, she is today, an icon and a leader with indelible footprints of recognition in the industry. Significantly, it is on record that before multi-awards winning Temitope Jemerigbe assumed the position of Managing Director/Chief Executive Officer at DKK in 2012, the agency, which had been founded in 1997, was barely struggling to stay afloat, having been hit by hard times. As the game changer that she is, this cerebral and go-getting Amazon took the daunting task of resuscitating the agency, where she is now a partner/shareholder. With the bold and daring move, the agency expanded the boundaries of its business beyond the shores of Nigeria, through a joint venture with GEPetrol, the National Oil Company of Equatorial Guinea, to manage a major project. Temitope who holds a Master’s degree in International Management from the University of Liverpool, United Kingdom, obtained her first degree in Mass Communication from Ogun State Polytechnic. She is a member of several organizations and currently serves on the Board of the
ANDREW HANLON Andrew Hanlon is a media Tsar with over 30 years’ experience in the broadcast industry. He is currently the Chief Executive Officer (CEO) of TVC Communications, and is responsible for defining and delivering the business strategy and providing overall leadership for the operation of TVC, TVC News and Max FM (Lagos & Abuja). Prior to joining TVC Communications, Andrew had worked as Director of News and Information Programming at Ireland’s leading independent national television station, TV3 in Dublin, where he was responsible for the channel’s news and daily studio programming for 18 years. Since his appointment as CEO at TVC, the foremost indigenous media conglomerate has undergone phenomenal growth in terms of infrastructure and programming. Under Hanlon’s watch, the hitherto news-focused TVC was rebranded to be a one-stop shop for entertainment and news, with its flagship news channel TVC News refocused in line with its pay-off line to be the “First with Breaking News” in the country. A visionary with a knack for excellence, Hanlon’s astuteness in re-organizing the media conglomerate has earned it several awards including the prestigious National Media Merit Award ‘TV Station of The Year’ and MARKETING EDGE TV STATION OF THE YEAR AWARD amongst several awards and laurels. Hanlon is a gregarious personality and he is well loved and admired amongst corporate leaders and stakeholders in the media industry where he is a role model to younger professionals
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products. He holds a Global Executive MBA from IESE Business School, where he graduated as the best Student of his class and made the IESE Business School 40under40 entrepreneurs list in 2017. Elo is passionate about leveraging the unique ways Africans use the mobile device to intelligently connect brands to their customers. FEMI ADELUSI Mr. Femi Adelusi is the Founder and Group Chief Executive Officer of BrandEye|Mediaplus, a leading full-service media planning, buying and optimization agency based in Lagos. BRENDA NWAGWU The agency provides strategic media Brenda Nwagwu is a seasoned entrepreneur advice and guidance to its clients which cut and communications specialist with over across virtually all the sectors of the Nigerian 20 years’ experience across the Marketing economy to help deliver better advertising Communications, Financial and Technology campaign results for their brands sectors. Femi holds Bachelors and Masters Brenda graduated from the University Degrees as well as an MBA – all from the of Lagos with a degree in Accounting. After University of Benin. Before founding the graduation, she worked briefly for Asset & agency in 2015, he was at various times the Resource Management Holding Company Head, Media and Marketing Communications STEVE BABAEKO at Guinness Nigeria, Integrated Marketing (ARM). Thereafter, she moved into the Steve Babaeko is an unusual type of Communications Manager at Coca-Cola marketing communications space as a businessman. He is the Chief Creative Officer International, Director, Media Planning & Sponsorship Manager at MediaReachOMD, at X3M Ideas Group, which he founded in Strategy at MediaReach OMD, and Client one of Nigeria’s foremost Media independent 2012. The foremost creative agency has Services Manager at Tequila Nigeria Limited. agencies. become the yardstick for a new generation Adelusi is a philanthropist per excellence. Following her passion for of Nigerian creative entrepreneurs. For more He always aspires to give back to his entrepreneurship, she founded QVT Media, than 25 years, he has been helping to create community and country at large from the a communication strategy, media planning, some of the most iconic marketing works on abundance of God’s blessings and favour that he enjoys. buying and sponsorship Management the continent Company in 2012. Before starting X3M, which has now Her main passion is leading people to grown to include X3M Music, and Zero achieve goals that have the potential to Degrees Productions, Mr. Babaeko was the transform lives. Creative Director at 141 Worldwide. Steve began his advertising career at Mc&A Saatchi & Saatchi and later moved to Prima Garnet Ogilvy. He continues to represent Africa on the global stage, having been a member of the jury at the New York Advertising Festival, the Loeries, and African Cristal Awards. He has also been a speaker at the Cannes Lions Festival and also one of Adweek’s Top 100 Creatives in JUDE ODIA the world 2019. Quite recently, Cannes Lions Jude Odia is the Managing Director of Starcom Media Perspectives. He is an listed Steve to be on Jury line-up for the 2021 astute IMC strategist with 360-degree work Young Lions Live Awards. experience across client and agency divides. He is currently the President of the Jude has championed and co-ordinated Association of Advertising Agencies of winning integrated media campaigns for ELO UMEH Nigeria (AAAN) and member of the board of multinational clients like P&G, Coca-Cola, Elo Umeh is an entrepreneur, who has International Advertising Association (I.A.A), MTN, VISA, Samsung, Mondelez, etc, working worked in mobile and digital media on the Nigeria. Outside advertising, he was the with regional account management teams African continent for over 15 years. Through former Chairman, Public Relations Committee across West Africa. his passion and drive, he founded Africa’s of the Nigerian-American Chamber of Jude has participated at various leading data and marketing technology Commerce professional fora, locally and globally. He was business - Terragon Group. Steve holds a bachelor’s degree in Theatre one of Nigeria’s top IMC professionals invited Elo has consulted widely for various Arts from the esteemed Ahmadu Bello to the 2018 EMEA Emerging Executive organizations in the telecommunications University, Zaria, Nigeria.. summit organized by Google at its global HQ and banking sectors, including the World He has attended several international in California, USA in September, 2018. Bank and the International Finance Leadership training, including some in Jude believes that brain-power and Corporation (IFC) on development of rural Harvard Business School, Columbia University, knowledge sharing are critical in achieving a telephony initiatives, Mobile Payments in New York and Stanford Graduate School of better world. His endearing persona has won West Africa and the deployment of new Business. him several friends in the IMC and beyond.
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EMMANUEL AJUFO OTI UKUBEYINJE Emmanuel Ajufo is the Managing Director of Opportunity To See Limited, a thriving Out-Of- RICHARD IWEANOGE Oti Ukubeyinje is the Advertising Sales and Operations Lead for Opera Software, Nigeria. Home (OOH) Advertising company. Richard Iweanoge is a seasoned professional Before setting up Opportunity To See with 25years cognate experience in Oti is responsible for growing Opera’s share Limited, he worked in some of the best commercial business spanning several of the digital advertising market in Nigeria. OOH Advertising companies in Nigeria. He FMCGs and Telco, out of which 19 years has He is a Digital Marketing professional started as a Trainee Manager with Klinsite been at MTN Nigeria with a proven track record of developing and (now Optimum Exposures Limited) in 1990 He is currently the General Manager, executing digitally led marketing initiatives and rose to the position of Senior Manager, before moving to Inventmedia Limited where Brands & Communication at MTN Nigeria. to drive growth and profitability for B2B and he left as General Manager to join Marketing Richard holds a degree in Pharmacy from B2C brands. and Media Limited which he left as Managing the University of Benin and an MBA from the After working with top media publishers Director in 2008. University of Calabar. and marketing technology companies in the Ajufo is the President of Outdoor He has attended local and international UK, including Bauer Media and Integral Ad Advertising Association of Nigeria (OAAN). trainings at Lagos Business School (LBS), Science, he moved back to Nigeria in 2015 He is also the General Secretary of the West Columbia University, USA and Cranfield and joined Sponge Limited to boost digital African Outdoor Association Mr. Emmanuel Ajufo is a law graduate University, UK. investment among top brands in Nigeria. with Masters Degree in Business In his spare time, Richard is a golfer and a Oti is currently the President of the great enthusiast of photography. Administration and Masters Degree in Peace Association of Digital Marketing Professionals and Conflict Resolution. He is an alumnus (ADMARP). of both the Lagos and Kenya Business Schools and has attended various Training, Conferences and Workshops both locally and internationally.
PREETESH SEWRAJ NKIRU OLUMIDE-OJO A leading business innovator and veteran An author, corporate manager, female brand builder, Sewraj has worked with TADE ADEKUNLE enthusiast and lover of Africa, Nkiru Olumide- several major brands, including Unilever, Tade Adekunle is an entrepreneur and Ojo holds two decades of experience Samsung, Nedbank and Vodacom. currently Project Consultant to KESKESE in Strategic Marketing and Corporate Before joining Loeries as the Chief Limited. He has worked in various organizations cutting across theatre, banking, Communications. Her work experience spans Executive Officer, he successfully launched “Product of the Year” award in South Africa and marketing communication. various sectors, including Financial Services, Tade was a past National President of in 2008. The award is unarguably, the Aviation, Telecommunication and Oil & Gas. National Association of Nigerian Theatre Nkiru currently works as Regional Head world’s largest consumer-voted award for Arts Practitioners (NANTAP) 1998 - 2003. He of Marketing and Communications at a product innovation. Since its launch, it has has served in various Federal Government financial services Group in South Africa. helped millions of consumers identify great Committees – Ministerial Committee on A frequent conference speaker, she was innovation that adds value to their lives. the review of Cultural Policy (2000 – 2001), a panelist at the Forbes Africa woman 2020 A consummate speaker and experienced Ministerial Committee on the establishment conference, the keynote speaker at Google facilitator, Sewraj has featured regularly on of the National Endowments for the Arts Nigeria’s 2019 International Women’s Day CNN, SABC News, The Sunday Times, Destiny (2001 – 2003) among others. Celebration. Man, SAFM, Channel Africa and other media He is the President of Experiential Marketers Association of Nigeria (EXMAN). She holds a Master’s degree in Strategic platforms. He is the co-host of Power Edge on He is currently serving as a member of the Marketing Management from the Kingston Steering Committee of the International University Surrey, London, (dissertation was Power 98.7’s Power Lunch and has spoken at Network of Cultural Diversity (INCD), Canada on the economic value of public relations several conferences including TEDx Soweto, Tade holds a Master’s degree in Theatre to organizations). She holds also a post- TEDx Johannesburg, the GIBS Innovation Arts from the University of Ibadan, Nigeria. graduate diploma in management and a first Conference, the PIA Idea Design Conference, He has been acting and directing stage degree in biological sciences. Seamless Retail, and the Wired Women productions in Nigeria’s vibrant theatrical Conference. scene, since the early nineties.
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Chairman of NIPR, Lagos State Chapter. He is the current President of African Public Relations Association (APRA) and he is on the board of the International Public Relations Association (IPRA).
IFY DOZIE YOMI BADEJO-OKUSANYA Ify Dozie is an accomplished Marketing Yomi Badejo-Okusanya is the Group Director with a wide breadth of sector Managing Director, CMC Connect (Perception experience within the FMCG industry and Managers). YBO, as he is popularly called, more recently in the payments technology is a renowned veteran in the Marketing industry. Communications industry with over 30 years Ify currently works at Mastercard as their to his credit. Director of Marketing and Communications He started his career in 1988 with CT & A, for Sub Sahara Africa. Prior to this, she worked a Lagos based advertising agency and rose TUNJI ADEYINKA at Heineken for a period of 17 years, in senior to become Director in 1991. He later founded Tunji Adeyinka is the Group Managing marketing roles across multiple markets CMC Connect Limited in 1992. Director of The Republicom Group, a full- and regions in Europe and Africa. Over her He is widely known to be one of the service agency group with an inspired career she has successfully built strong iconic premier public relations practitioners in agenda to transform businesses in Africa by brands that engage with consumers and Nigeria with experience in the areas of offering strategic business, marketing and customers and leading to increased profit Government Relations & Legislative Affairs, communication solutions to meet their needs delivery for respective organizations. Perception Management, Marketing, in a new digital age. She has won multiple Marketing awards, Advertising, Public Relations & Crisis Tunji has worked on different brands most notably a Cannes Award for a social Communications. in several sectors covering Technology, media marketing campaign which she He has handled Corporate Telecommunications, FMCG, Finance and developed whilst she worked at Heineken. Communication activities, Issues, Advocacy Healthcare for over twenty eight years. She has a law degree (LLB) from the & Crisis briefs, Government and Legislative Tunji’s work experience has spanned the University of Bristol and a master’s degree Relations, and Public Affairs Management agency business where he worked in MC&A in international business (LLM) from Kings for high profile clients, including the JAGAL Saatchi & Saatchi, Tequila Nigeria, Rosabel and College London. Group, Airtel Nigeria, International Monetary Connect Marketing Services. He also has some In her spare time, Ify enjoys sports, Funds (IMF), British American Tobacco Nigeria, experience in the telecommunications sector reading, traveling and mentoring young Transcorp, Renaissance Group, Federal Inland where he worked for seven years. girls. She is passionate about capacity Revenue Service, Peugeot Nigeria Ltd, Shell, Tunji has a Masters in International development, youth empowerment and Virgin Nigeria and several other blue-chip Relations from University of Ife and an MBA promoting African Art. companies in Nigeria. from the IESE Business School, Spain. His first He is a Fellow of the Nigerian Institute degree was obtained in English and History of Public Relations (NIPR) and was a past from University of Ilorin.
Cont’d from pg 79 Association of is growing faster than human population, post-recession economy, brand owners Nigeria (MIPAN), adding that contemporary brands are need to cut cost, adding that campaigns suggested that players in the marketing dealing with increasingly informed and should refocus from thematic to consumer- communications industry should influence connected consumers. “Consumers want focused ones. “The real test comes during a government policy deliberately through speed. The new set of consumers on the recession because that is when consumers lobbying. Internet superhighway is not ready to deal are very selective with their choices. The For Yomi Badejo-Okusanya, Managing with complexities. In the world of digital, counter-intuitive approach in a post- Director, CMC Connect, to survive in the you’re not only competing within your recession economy is not to cut cost, but to post-recession economy, businesses may sector. In the digital ecosystem, a brand continue to invest in the brand.” have to borrow locally and internationally. could be competing with any other brand For Preetesh Sewraj, CEO, the Loeries He thinks it is imperative to consider irrespective of the sector.” Africa & the Middle East, the most collaboration in the post-recession Richard Iweanoge, General Manager, important things brands and businesses economy. Brands & Communication at MTN need to do in a post-recession economy Speaking specifically on digitisation, Nigeria, who encouraged brands to is to change, innovate and continue to Oti Ukubeyinje, a digital marketing advertise more, noted, however, that disrupt positively professional, said that Internet penetration to successfully manage a brand in .
MARKETINGEDGE / March/April 2021 83 PREFACE TO COVER Nigeria’s Future-Fit Businesses By TUNDE ANIMASAUN
hange is said to be the needed that allow capital, labour, skills, should be on improving monetary policy only permanent thing and innovation to shift to new purposes in transmission and making fiscal spending in the world. However, order to build a greener, stronger post- more targeted”. most people were not COVID economic environment. Some JPMorgan expects the US economy to prepared for the two countries already moving toward this type shrink in the first quarter of 2021 as new almost successive seismic shifts that have of dynamism and resilience will need to lockdown measures cut into economic combined to alter, irrevocably, life and redouble their efforts. For others, change activity. Economists led by Michael Feroli Cthe way of doing business. These are the is especially critical now, when fiscal lowered their first-quarter gross domestic introduction of artificial intelligence, the positions are severely stretched by the product forecast to -1% recently, making outbreak of Covid-19 pandemic and the pandemic and other drivers of long-term JPMorgan the first major bank to call for attendant multiplier effects on life, living growth have weakened.” a contraction at the start of 2021. Soaring and businesses. According to the Organisation for COVID-19 cases and new restrictions Just as lives have been lost and ways of Economic Co-operation and Development, on businesses are freezing activity as the living permanently altered, businesses have OECD, “the Emerging Asian economies – recovery was already showing signs of also been swept away and the business ASEAN, China and India, are in the midst slowing. While initial summer re-openings landscape permanently reshaped in the of their deepest recession in decades. The provided a key boost, “the economy no wake of these changes - and we may have downturn is expected to be widespread longer has that tailwind,” JPMorgan said. yet to witness the end. across demand components, with the The current leap in cases will make for a In his foreword to the Global Economic exception of government consumption “grim” winter,” the bank added. Outlook: Q1, 2021, David Malpass, that was supported by substantial As the cataclysm sweeps its victims President, World Bank Group wrote, budgetary stimulus. Economies heavily away, a new era is beginning to emerge. “Following the devastating health and dependent upon tourism and exports In the world of business, new leaders economic crisis caused by COVID-19, the have been particularly affected by the are emerging and new brand leaders are global economy appears to be emerging pandemic-induced global recession. thrown up. However, the emergence of from one of its deepest recessions and Inflation is expected to remain subdued, brands as market leaders in this new era is beginning a subdued recovery. Beyond while unemployment soars and budget not a product of chance. To thrive in the the short-term economic outlook, this deficit and debt rise sharply. A recovery is new normal, businesses must understand edition of Global Economic Prospects anticipated to gradually take hold on the and fit themselves into the business climate makes it clear that policymakers will face back of favourable financing conditions of the future. Such businesses or brands formidable challenges in public health, and supportive macroeconomic policies. must have demonstrably re-worked their debt management, budget policies, Substantial uncertainties regarding business models to meet the demands central banking and structural reforms, the outlook prevail as the health crisis of the new normal. These are businesses as they try to ensure that this still-fragile continues to unfold in most countries that have correctly interrogated the extent global recovery gains traction and sets in Emerging Asia and globally. Policy and duration of the length of time of the a foundation for robust growth and makers in the region need to continuously reign of the digital in the lives of people development in the longer run. strengthen the capacity of their healthcare and businesses across the globe; the “Governments, households, and firms systems to withstand potential new characteristics and model of business that all need to embrace a changed economic waves of the pandemic or more virulent will survive and thrive in the future; the landscape. While protecting the most strains. As monetary and fiscal space have value proposition that winning businesses vulnerable, successful policies will be narrowed appreciably, the focus in 2021 must deliver; the skill sets required of
84 MARKETINGEDGE / March/April 2021 PREFACE TO COVER
As the cataclysm sweeps its victims pandemic by having a business continuity plan in place and through the launch of the Y’hello Hope Package speaks to a away, a new era is beginning to emerge. thorough understanding of repositioning for the future. Glo, In the world of business, new leaders which prides itself as the ‘grandmaster of data’, has been foremost are emerging and new brand leaders in providing access to affordable data and a cloud storage back- up to enhance the seamless digital culture that is attendant upon are thrown up. However, the emergence the seismic shifts. Fidelity Bank’s value proposition; ‘we keep our of brands as market leaders in this words’, and the huge investment in digital banking in conformity with emerging business and lifestyles are indications of alignment new era is not a product of chance. To of their businesses with the new normal. thrive in the new normal, businesses Amber Energy Drink’s strategic and apple-cart upsetting entry into the energy drinks segment of the Fast Moving Consumer must understand and fit themselves Goods (FMCG) industry, its strategic marketing campaign and into the business climate future. effect in the market mark it out as a company to watch. Such businesses or brands must have In the same vein, Interswitch has demonstrated why it is the undisputed leader in the electronic payment ecosystem. Some demonstrably re-worked their business other brands and agencies that exemplify internalisation of the models to meet the demands of the demands of the new normal and have aligned their businesses in their assured march into the future include but are not limited new normal. to: Coca-Cola, Guinness, Infinix, Eat‘N’Go, Aster Integrated, Mastercard, Starcom Media Perspectives, Abelinis, Brooks and Blakes, New Crystal and Scout Media. In this edition, MARKETING EDGE, Nigeria’s leading and the human capital and a correct analysis of the prospect and award-winning brands and marketing magazine, presents some challenges of the business environment. of the Nigerian brands and agencies that have successfully To brand managers, marketers and their agencies, the new interrogated the business climate of the future, the challenges era presupposes that new strategies and tools will have to be thrown up by the new normal, re-strategised and reworked their developed to bring new creativity to campaigns. Brands now business models to fit into the dynamics of the future. Their brand have very real opportunities to gain first-mover advantage in this character, proposition and value have been streamlined to match dynamic and incredibly exciting new landscape. the demands of survivability in the sophisticated business climate In the Nigerian business landscape, some brands of the future. have demonstrated their internalisation of this change All of them are brands and agencies to watch in Nigeria in requirements and a successful interrogation of the questions 2021; they are heroes of the new normal and the nation’s torch and conditions upon which future-fitness is consequent. In the bearers into the future. They are all future-fit! telecommunications industry, MTN’s response to the COVID-19 .
MARKETINGEDGE / March/April 2021 85 SPOTLIGHT
EXPLICIT COMMUNICATIONS @25
Tunde Thani is the MD/CEO of Explicit Communications Limited, Exceedingly uncompromising a full-service agency handling great brands across FMCG, Healthcare, relationship and partnering with Banking and the Public sector. In an exclusive Interview with our clients still remain our edge KASIM BAKARE, held at the exquisite and cosy office of the CEO on the occasion of the agency’s – Tunde Thani silver jubilee, the consummate adman with over thirty-five years experience in the industry relayed the story of the foremost agency, challenges in the industry and other sundry issues. Excerpts:
ongratulations on your Silver Jubilee. It’s no mean feat to run a successful agency business in this tough terrain for 25 years. CThank you very much. Can you let our esteemed readers have an insight into how you started Explicit Communications? The start up of explicit Communications was more or less by office. I operated almost fairly free. I had the finger of God. What we call God’s a car. That time, the best car you could The fear of most professionals hand. I had practiced advertising for over drive was a Mercedez 200. I had it. I had leaving their comfort zones to set ten years. That’s a decade of somebody’s close relationship with the owners of the up a business of their own is always life in an agency. I don’t know if I should business but that wasn’t God’s plan for me rife. How did you summon the mention the agency. Basically, the agency at that moment. God had its own plan. courage to get into the terrain of was CentreSpread Advertising .I served There was a divine set-up.. Even though entrepreneurship? with all diligence and commitment at things were looking so bright in that As I said earlier on, I was comfortable. that period. It was also a trying period agency because we had just started the I wasn’t planning to leave. But when God for that agency. They were going through foray into making good money yet there has another plan for you, that plan must the bleak and dark moments that we all was this divine set up. In a jiffy, it just all come to pass. Even if you were complacent, experience in our lives. I joined them then. happened that I had to leave. And so I left lackadaisical or sleepy .God planned The agency survived and they survived the place. That was God’s plan for me, and everything as I said before; and it was that big time. Right at that moment, I thought that was in December, 1995. Events that divine plan that drove the inner strength and believed God wanted me to leave happened thereafter were so much of a and will in me. I had no plans, no fore- and start something. I was comfortable confirmation that leaving at that time was plans, no money, no strategic template in that agency. I rose from being a trainee a hand of God. I would tell you as we go on to follow but that will was propelling me. account executive to account director, that God wanted me to leave the company From the emergence of the template, just following the owners of the business. and try something for which today I am Explicit and how we secured free fully I had everything. I had a wonderful grateful to God. furnished office and Cont’d on pg 91-93
86 MARKETINGEDGE / March/April 2021 SPOTLIGHT instant patronage were all by the invisible on a shoe string business to take off. The ‘We are happy with our local agency hand of God. It was like all of this was kind of business we do requires money. because they know us, we know them. orchestrated by God. An example worthy And of course the challenge of living up to We have been partnering with them, they of mention was Chief Wole Adeosun’s date like your senior colleagues, wearing understand our brand, we are cool with divine contribution in our start-up story. designer clothes, designer shoes, e.t.c. You them. So you can go and do business After I left CentreSpread, for the next six know our industry is a showman industry with some other clients”. Such situation months, I was just sleeping and thinking There were challenges that were we experienced. Maybe again, the kind of what next to do. I didn’t know what else personal. Number one for me as a person of agreement they have with the foreign I could do because I had done advertising was the poaching of our staff. When you agency, we lost such accounts. Those are all my life at that period. Thereafter I struggle to train people that are just getting the peculiar challenges I faced apart from approached an agent to help me get an used to you, some other big agencies will the broad-based generic challenges of office space. The agent that I met, said, come and offer them double their salary. economy I am not faced with the issue of You want an office? What do you want There was a particular agency that was my clients trying to share my profit or my money or whatever commission we have. Most of the challenges we face are within In life, there would always be storm. Like I told you, the industry. This is because from the outset, we make it clear for clients on the there was an inner will that has been protecting us. kind of agency we are. If someone knows Having said, it is noteworthy that what has been you are a small agency trying to come up, a senior practitioner that you look up to helping us is hard work. Per time per time, we still have will just come and poach your staff, they some loyal, committed workforce. This agency is 25 take your creative Director, take your years. Even when things were hard and the big agencies Head, client service. How do they want you to survive? But my brother, we survived. were paying big money, they remained with us. Sometimes when such things happen, I will be disillusioned. In one of those cases, I wept. Our creative head and I to do there? And I said Advertising. He doing that to Explicit and then you are went for a pitch at one of the multinational said he even met him three months ago, offered double of that pay. It happened companies, another big agency also came. adding, don’t worry let us go and try severally. One happened that I wept. Because we defeated that agency, they again. I went to meet Chief Adeosun in Before they left, we discussed together and decided to come after our creative head. his house off Sanusi Fafunwa. He said, you would feel that the same people would Days after the pitch, the creative head young man, I love you. Go and use that empathize and sympathize with you to walked up to me that he was leaving. He place for free as long as you want. He show loyalty then the same people would said he was going back to its childhood then told me to just pay the agent for his also move. As at the last count before we dream of being a Fine Artist. True to the fees. Go and use it. My brother, in that grew and we were able to match salary word I believed him I even gave him the house, we had furniture, air conditioned, for salary, environment for environment, car he was using as I told him he would with telephones. Is that not the hand of the qualification you needed to work in need the car for his painting work. One God? What other encouragement do you that agency was just that you worked with day, a media executive alerted me that each need? Even some of the clients that we Tunde Thani, Tunde Thani trained you time he went to that big agency, he always had before, I didn’t go back to them. And The second is the inappropriate saw the car I gave to the guy. The car was of course orchestrated by God, friends, snatching or poaching of account on the a peculiar one as people knew me with the family. Almost immediately, we started ground of affiliation and taking over the car. When the guy noticed someone who getting businesses, clients. Those are business. Also the challenge of bigger knew me had seen him at the agency, he the support and encourage that we had. agencies playing on affiliation or whatever stopped coming with the car. It was at the Senior colleagues were also of support and to disengage you from a business you are start up stage of our business. We went encouragement. on. That happened to us severally. I can through all that, and like I said we came tell you that in some instances, our clients out stronger. Were there times you faced refused. In some they got away with it, challenges in this business and what particularly some clients that are oblivious What role do you think APCON or are those challenges? and not knowledgeable enough. Again, AAAN can play in addressing the Like I told you, usually when agencies this depends on the kind of partnership peculiar challenges you raised? are formed, they have Board of Directors agreement or affiliation they have with APCON regulates practitioners both that will pump in money. They also bring a foreign agency. . But I can tell you that local and foreign in all ramifications. businesses. That’s not the case for me I one or two clients said No. For example, AAAN regulates member agencies. Each started unusually. There are some other at a time we were working for Siemens. of these agencies have laws that regulate agencies that started unusually like that. And the agency said, we have just gotten the practice of advertising. In fairness to The challenges that we faced were not the affiliation of a foreign agency . The the board members of each of them, they anything too different from what such particular agency mounted so much still try to regulate the practice. As with companies face. Lack of capital to run, lack pressure. They said if we have to write, all areas of our endeavours in national life, of contacts, lack of competent and skillful we will write. And they wrote. They said: there are laws but people still break the staff that can help sustain the loyalty for We are in Nigeria, We don’t know what is laws. Let’s take the issues one by one. you take off and run. Those challenges happening wherever. We are satisfied with Some people see the issue I raised as a were there. Here is a new guy starting a our local agency. Ditto for another client, business thing or survival strategy. Is it in new business. It was like we were starting DHL. The client told them that; the code that an agency must not survive?
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the race is not for the swift nor the battle to the strong neither yet bread to the wise……… Time and chance happened to them all. As we speak, there are those that have been with us for 20 years. Even when big agencies were sacking, During the tough period, there was a time, we did a 15% salary cut. They stayed on even when we cut it by 30%, they still stayed on. They have been very committed and loyal.
What is your agency’s competitive edge over other agencies in the industry? I can’t sit here to tell you about those high-falutin words like strategic planning, research e.t.c. Every agency does that. Our number one edge is the exceedingly uncompromising relationship Is APCON supposed to preach to staff about resilience, thinking and partnering with our clients. We have grown with our clients to of the future. Is APCON or AAAN supposed to be the parents such an extent that a client sits by the art director doing the job he of staff to train them in the way they should go so that they wont wants to do and I would wonder and the client would just tell me depart from it, Is APCON or AAAN supposed to meet the private “I don’t need you”. We nurture and sustain our relationship with needs of family of staff? In some of these cases, we could have our clients. We are like family members. reported the erring agencies to AAAN but there was no law. Globally, Covid-19 has dealt a severe blow on businesses. What You know I gave you that caveat of the kind of agreement has been the Impact of Covid-19 on your business? those agencies have with their foreign partners . We have a new The kind of business we do, we deal with people and when the person in the saddle at APCON now, Dr. Lekan Fadolapo. We economy suffers, they also suffer. It affected us like it affected al thank God for him having been had vast experience at AAAN. other sectors of the economy. Thank God for the kind of clients we When Lolu Akinwunmi was there as APCON chairman, he made have. I also want to thank the industry thought leaders who came efforts at changing some of those laws. Some of those laws are still up with survival strategies during the Covid-19 through Zoom. there and I wouldn’t want to go into that right now. The leaders Because of the mix of clients we have. We have clients like NNPC, of the industry are not folding their hands. They know that this DPR. Some of them don’t need us to have physical contacts with is the industry we have and it must survive. We have a legacy for them. It impacted the business in a bit but we survived. Thank practitioners coming after us. They are trying their best to regulate God the vaccines are here. the industry and it can only get better What would you describe as the “new normal’ in your Having spent over three decades in advertising practice, organization? how would you assess the Advertising Industry in We observe Covid-19 protocols in our organization. As you Nigeria? can see, we have imbibed all protocols from hand-washing for The industry has seen it all. It has gone through the bright our staff, clients and visitors coming to the office. We started moments, shady and good moments. We have had our challenges work-from-home during the pandemic and we are still doing it. in the industry. There were times we even faced identity problem. However, there are some cerebral clients that would need to come Some people came and said they were branding consultants, IMC. to our office regularly and we also need to consider that There was also the period of balkanization of our businesses. Our survival depends on the economy. The moment the economy How would you rate Explicit in terms of position in the is bad, the area that is vastly affected is the advertising budget. advertising industry? Advertising business both locally and globally has also been losing I will just put it in one sentence. Explicit is one of the sustained budget both in the area of digital and social media agencies. They medium sized advertising agencies that survived the cloudy take over some of the billings of the agencies. When your business and dark times and still waxing stronger. In the course of these is fragmented and some of the budget is taken away. Strategic years, the agency has midwife and broken many award-winning media planning and buying. BTL, ATL, specialist companies campaigns. Explicit has its share of awards as various institutions adapting to what is going on around the world. Sometimes, you and professional bodies among others have honored it locally and even wonder if that industry is recognized. Your Ministry of beyond for tasks it has executed through the years of operation. Information, the supervising ministry, we had to fight our way For instance, Explicit won silver medal twice for the Lonart to warm our way into their hearts. Advertising is still relevant. ‘malaria don pafuka’ campaign. Another silver medal for film- Manufacturers, telcos, politicians still recognize the relevance Nonalcoholic Beverage Veleta, and bronze medal for Press (Public, of advertising. The industry is growing, not withstanding the Political &Social Communication) fragmentation, it is still advertising. Despite the challenges we have faced, we are still there, Having run a successful business for 25 years, what are your projections for the business in the next five years? You are primed as the proverbial “Eagle that loves We thank God for how he has helped us for the past 25 years. stormy situations”. How has Explicit Communications We have deliberately decided to stay medium-size. This is because weathered its challenges especially in a tough marketing it will enable us to serve our clients more effectively. We have also terrain? joined the foray of fragmentation of the business. In life, there would always be storm. Like I told you, there was In the next five years, our move is to stabilize growth, further an inner will that has been protecting us. Having said that, it is entrench the company as a group. We want to grow other noteworthy that what has been helping us is hard work. Per time, fragments of our business. We have Sharp shooters handling we still have some loyal, committed workforce. This agency is 25 Experiential, Corporate Insigna which is into BTL handling years old. Even when things were hard and the big agencies were productions and other members of the Explicit Group into media paying big money, they remained with us. Ecclesiastes 9:11 says planning and buying.
88 MARKETINGEDGE / March/April 2021 CWAY WATER Still leading the pack in its segment
mong the corporate and product brands at thousands of tons of treated drinking water and thus that have not only established themselves, contributing immensely to improving the healthy lifestyle of very firmly, in the Nigerian market but numerous Nigerians. have also always had so much to offer In particular, the Company’s 18.9-litre dispenser refilling consumers, year-on-year, is CWAY, a water brand has, for many years, set the pace as a premium top multinational company specializing in brand with strong market dominance for consistency in quality the production of beverages, treated and accessibility. water, dispensers and whole sales product Coming in Regular 18.9Ltrs refill in generic PET bottle and distribution across countries in Africa. Prime 18.9Ltrs refill in Aesthetic PC Bottle, the CWAY dispenser ASince it was sown like the biblical mustard seed in Nigeria refilling water brand has carved an unassailable niche for itself in 1999, CWAY Group has had a fast-paced development in the in the Nigerian market and maintains a ubiquitous presence in last 22 years. It is now regarded as a self-sustaining company homes and offices across the length and breadth of Nigeria. and moving towards becoming a global enterprise operating This has been made possible by, among other things, 16 plants across Nigeria, Egypt, Kenya, India and China, thirteen the Company’s factories which are state-of-the-art and are, of which plants are located in Nigeria cities of Lagos, Ota, Kano, undoubtedly, a reference standard in the industry. Kaduna, Abuja, Benin, and Port Harcourt with thousands of Notably, too, the CWAY PRIME Refill Water is fortified with employees. Magnesium and Zinc, which are two of the most important Significantly, CWAY Water is the flagship of the CWAY Group’s minerals the body needs to gain and maintain good health. operations in Nigeria and has been leading the industry since Indeed, the Company’s consistency in quality and delivery year 2000. over the years has indeed endeared it to the hearts of its With its core interest is in providing clean hygienic water and numerous consumers through its focus on quality. innovative water dispensers with accessories and technology CWAY’s production processes and products are packaged that support healthy water drinking habit for all. CWAY Water in line with international best practices. These practices as Company is currently Nigeria’s largest and the most advanced stipulated, also go through periodic reviews, updates, and Refilling Water Plant in operations with daily sales standing certifications by all relevant statutory regulatory authorities. SPOTLIGHT
WORLD-WITHOUT-WASTE: COCA-COLA’S PATH TO A SUSTAINABLE FUTURE
aste management is a new type of plastic pollution, and arguably one of the environmentalists fear that soon, there will most demanding be more masks than fishes in marine waters. environmental Despite these staggering statistics, challenges faced junkyard workers are exploring small-scale by urban and rural residents in Nigeria. recycling businesses to turn the trash into Blockage of drainages by waste is a common cash. They handpick cans, bottles and other Woccurrence in many communities, with far- solid wastes and sell them to middlemen through this initiative, with a renewed focus reaching ramifications. who, in turn, sell them to recycling on contributing to a circular economy. This A 2018 research published by the companies. Yet, only 40% of the city’s waste is done by reinventing Coca-Cola’s entire Journal of Solid Waste Technology and is collected while only 13% is recycled packaging lifecycle from how bottles and Management revealed that Nigeria each year. Though a problem for most cans are designed and made, to how they generates an average of 42 million tonnes communities, waste has become an antidote are recycled and repurposed. of wastes annually which is more than to poverty and unemployment through The programme rests on Coca-Cola’s half of the 62 million tonnes generated in innovative solutions and sustainable belief that every package has value and life sub-Saharan Africa in a year. Of that figure, projects that often require substantial beyond its initial use. Hence, it should be plastic constitutes an astonishing 2.5 million capital to set up. collected and recycled and repurposed. tonnes. Lagos, the most populous city in In addition to the government’s To this end, Coca-Cola has a sustainability Nigeria and Africa with over 21 million efforts in tackling Nigeria’s long-standing commitment which they hope to achieve by people, produces 10,000 metric tonnes waste crisis, corporate organisations have 2025 – through the World Without Waste of waste daily. This development is even developed policies and sustainability Programme, Coca-Cola seeks to ensure that more worrisome with Nigeria’s population projects on sensitising the public to better its packaging is 100% recyclable. By 2030, expected to double by 2050, potentially practices to contribute to environmental Coca-Cola hopes to help collect and recycle escalating the lingering waste management and economic sustainability. a bottle or can for every one it sells. crisis in the country. It is this realisation that propelled Through The Coca-Cola Foundation, From a global perspective, the one of the world’s leading beverage the company has also sponsored and COVID-19 pandemic has significantly companies, Coca-Cola, to initiate the World supported projects geared towards proper impacted the plastic waste crisis. There Without Waste programme to provide waste management and infrastructure that have been more litters of disposable leadership and drive awareness on effective supports environmental sustainability, face masks, face shields, hand sanitiser waste disposal. The company has been adopting a strategy focused on containers and more along waterways. championing the need for better recycling collaborations with local and specialised The pandemic seems to have generated practices in communities across Africa bodies to proffer solutions to improper
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changed its Sprite bottles from the iconic will be enrolled in the educational system. green plastic packaging to clear plastic Using recyclable waste as a currency, out- packaging to increase its recyclability. of-school children in Kabusa, Kpaduma The popular brand, known for its distinct Gwadalada, and Kubwa communities will green bottle for decades, was transformed be enrolled in schools guaranteeing their into a clear bottle, signaling the company’s right to quality education. Other projects unequivocal commitment to ensuring a to be launched include the Project Protect greener environment. According to industry 10,000 (P10K) initiative which will support experts, this change also offers material 1,000 waste pickers or scavengers with benefits for informal waste reclaimers due financial literacy, safety training as well to the higher valuation placed on clear as the provision of Personal Protective plastic bottles. Equipment (PPEs). Through industry collaborations, grants In the same vein, The Coca-Cola and partnerships, Coca-Cola also invested Foundation awarded a $170,000 grant to in building an industry coalition known as the Africa Clean-Up Initiative which has the Food and Beverage Recycling Alliance birthed two key projects – RecyclesPay and (FBRA). FBRA is an alliance of responsible Clean-Up Naija. RecyclesPay is a project and forward-looking companies united aimed at allowing parents to pay part of by a shared concern for the environment their wards’ fees by trading recyclable and a commitment to collaborate with waste. This innovative idea led to The Coca- all stakeholders in building a sustainable Cola Foundation embracing it as a viable recycling economy for food and beverage platform to achieve their goals with regards packaging waste. These efforts have led to the well-being of the environment leading to the recovery and recycling of over 60 to a world without waste. The project million bottles. impact is two-fold: it allows families to save waste management and its attendant Coca-Cola had invested in the foremost money while reducing plastic pollution and implications. recycling company in Nigeria, Alkem. With cleans up the city. Over 2,000 out of school One of these is the Recycling Scheme this, more than one billion PET bottles children have so far been supported under for Women and Youth Empowerment were collected and recycled in Nigeria into this initiative. (RESWAYE) project which focuses on fibre and other products from 2005 to 2011; The Managing Director, Coca-Cola two key programme areas for Coca-Cola, more than 1800 people directly employed Nigeria Limited, Alfred Olajide, shares namely Women Empowerment and on an average income of $6 per day which some insight on why the World Without Sustainable Waste Management. The triples the national average as well as Waste initiative is vital to the organisation’s programme seeks to not only educate the creation of synthetic fibre for local commitment to community development people on waste disposal but also improve industries and export. and economic sustainability. plastic disposal and recycling practices Additionally, The Coca-Cola Foundation “Coca-Cola Nigeria Limited along in the country in partnership with NGOs (TCCF) also offered a $150,000 grant with its bottling partner, Nigerian Bottling such as the Mental and Environmental to a non-governmental organization, Company, recognizes solution-driven Development Initiative for Children Initiative for The Advancement of Waste waste management systems as important (MEDIC). MEDIC is a non-governmental Management in Africa (W.A.S.T.E Africa) in building an inclusive and sustainable organisation focused on building a to promote waste as a valuable currency for economy. Through The Coca-Cola sustainable environment and oceans social good and economic inclusion through Foundation grants and partnerships with through improved education and job the establishment of green recycling hubs relevant stakeholders, we have been able creation for more resilient communities. across Abuja and Lagos. The NGO is set to involve women and youth in plastic They target communities to drive change to establish seven solar-powered recycling recycling projects that are community- in different areas such as plastic pollution, hubs in satellite towns such as Nyanya, based, support human development and recycling, empowering women and youths Zuba, Bwari, Kuje, Gwagwalada, Jikwoyi maintain the culture of recycling. Waste along the Atlantic coast in Lagos. Many and Galadimawa communities where management is a global problem that we of these residents are now economically residents will be encouraged to adopt the hope to solve one community at a time’’, he empowered to make a livelihood from habit of recycling and turn their waste into said. recovered plastic bottles to support their wealth. Also, the eighth solar-powered Public Affairs, Communications and families. recycling hub will be built in a low-income Sustainability Director, Coca-Cola Nigeria Reiterating its commitment to ensuring suburb of Lagos. Beneficiaries of the TCCF Limited, Nwamaka Onyemelukwe, also a World Without Waste, Coca-Cola Nigeria funding to W.A.S.T.E Africa will include underscores the value of Coca-Cola’s World Limited awarded MEDIC a $100,000 grant over 1,600 women who will be recruited Without Waste strategy saying, “With towards implementing the initiative. The as waste pickers and sorters in these our vision for a World Without Waste, we RESWAYE initiative buys back recyclable communities. For these women, this project focus on recycling and behavioural change materials from women and youth to means an economic lifeline in a difficult projects as we believe such projects are encourage a cleaner and more sustainable era as they will acquire knowledge about an effective means of working together to environment. Amongst the 17 participating waste separation and sorting of recyclable create shared value and deliver real change communities in Ibeju-Lekki, a total of over material, financial literacy, safety training, to our communities”. 72,000 kilograms of recyclable plastic waste and more. “The world has a packaging problem. As materials have been recovered across Eti- W.A.S.T.E Africa will also be launching the world’s leading total beverage company, Osa and Ibeju-Lekki communities in Lagos. a bottles-for-books initiative. Through we have a responsibility to help solve it”, she In November 2020, Coca-Cola this project, 800 out-of-school children concluded.
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Guinness Nigeria: Sustainability Impacts and Focus for the future
s part of a global through a new, ambitious action plan aimed Society 2030: Spirit of Progress holds for the business, Guinness at delivering more for communities and our future of Nigeria. Nigeria, maker of planet over the next decade. Johnnie Walker, The company will now focus its actions Leadership in Alcohol in Malta Guinness, in three core areas, carefully selected to Society Orijin and Guinness, align with the United Nations Sustainable Guinness Nigeria’s efforts at promoting is showing its Development Goals (SDGs): promoting responsible drinking sits at the core of the commitment to playing a part to protect the positive drinking; championing inclusion organisation’s strategy as a responsible future of our planet and to leading the way and diversity; and pioneering grain-to-glass corporate citizen. The strategy for promoting for others to follow. The organisation’s recent sustainability. positive drinking focuses on three core pillars: launch of Society 2030: Spirit of Progress, is a Guinness Nigeria is proud of its campaigning to reduce harmful drinking; Anew 10-year action plan to help create a more sustainability and responsibility achievements promoting moderation; and improving inclusive and sustainable world. to date; which are fully aligned with Diageo’s laws and industry standards. For the past 16 Society 2030: Spirit of Progress will only global strategy. Now, let’s take a look at the years, Guinness Nigeria has partnered with build on the company’s existing initiatives organisation’s journey so far, and what the the Federal Road Safety Corps (FRSC) in
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facts, causes, and consequences of under-age drinking. In Nigeria, the Pilot programme which launched in February 2018 involved 28 government and private schools in Lagos State and reached over 6000 students and teachers in classes SS1 – SS 3. In 2019, we reached over 13,003 students in 60 secondary schools in 3 states – Abuja, Ogun and Lagos. Target audience was within the ages of 13 - 18 years. The Impactful programme has been jointly adopted by the Beer Sectoral Group (BSG) of the Manufacturers Association of Nigeria (an umbrella body for leading brewing companies in Nigeria) and formally endorsed by the Federal Ministry of Health. The company also has the DRINKiQ resource which is an e-learning platform that provides people with the information and tools they need to make informed choices about drinking or not drinking. The company will continue to execute these programmes as part of its overall leadership in alcohol strategy because they want people who choose to enjoy their brands to ‘drink better, not more’.
Building Thriving Communities Guinness Water of Life Water stress is on the rise in many parts of the world, particularly in Nigeria. Already today in Nigeria, 3 persons in five have no access to safe drinking water and over 100 million people lack access to basic sanitation services. Guinness Nigeria recognises the water crisis affecting communities, cities, and companies around the country and are working to be part of the solution, actively contributing to overall shared value for Guinness Nigeria and its stakeholders through impactful initiatives. The company’s Water Blueprint is delivered through a four-pillared strategic approach and is driven by key targets for improving water efficiency in its own and third-party operations, replenishing water in water stressed areas and supporting educating the public especially commercial which will complement the curriculum for community water programmes. The company drivers on the consequences of drink drinking training and testing of drivers and everyone also continues to advocate for greater through a programme called the Ember who chooses to drive on our roads. This new collaboration and impact in water and indeed Month Campaign., Every year, especially program will be deployed as an e-learning environmental management. in the last 3 months of the year, Guinness module and anyone who is either learning to “As a business which relies on the careful Nigeria officials visit the busiest motor drive or wishes to get or renew their driver’s stewardship of natural resources for our parks across different states to train drivers license will be encouraged to undergo a short long-term success, from the fields in which and educate them on responsible drinking. 10 mins educational piece on responsible our raw materials are grown, to the water and The organiation also recently signed a drinking. energy we use in producing our brands, we new partnership with the FRSC leveraging Guinness Nigeria’s underage alcohol depend on resources that we share with the technology in tackling ‘drink driving’, and education programme called SMASHED communities around us – just as we also share it includes the adoption of an E-learning has also been very successful. The initiative the impacts that result from these resources Responsible Drinking Education Module is aimed at enabling students understand the becoming constrained.”
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The Guinness Water of Life services to anyone that walks in and we on a project tagged CATCH (Coordinated represents the company’s flagship CSR project have continued to provide funding to these Approach to Community Health). CATCH and has been on in Nigeria for the past 23 centres on an annual basis. The Guinness was implemented in communities in Kebbi years. Since inception, Guinness Nigeria Eye Hospitals also provide training for and Sokoto states where women with cataract hasprovided access to clean water for over 2 medical students, resident doctors, nurses, disease benefit from eye surgeries conducted million beneficiaries in 24 states across the and community health officers from all over by Sightsavers. The project had far-reaching country. In 2020 alone, the company built 5 Nigeria. In addition, the company partners impact as over 230 women have been new solar-powered water schemes in Edo, with Sightsavers – an International NGO operated on successfully. Through this project, Kano, Nasarawa and the Federal Capital committed to tackling avoidable blindness Guinness Nigeria hopes to continue tackling Territory. These solar powered water systems blindness and providing access to eye care serve over 21,000 direct beneficiaries in rural services. communities and are self-sustaining as water Guinness Nigeria’s committees made up of women have been set Guinness Scholarship up to ensure the sustainability of the schemes. efforts at promoting Scheme In addition, the sites were opened and made Technology is the new oil and it is with this accessible to the public in April 2020 (i.e., responsible drinking understanding that we see Guinness Nigeria the peak of the pandemic period) without sits at the core of the invest heavily in building the youth through formal commissioning, thereby allowing the various training programmes such as our communities access to clean water for hand organisation’s strategy as partnership with the National Power Training washing. This also served as part of Guinness Institute (NAPTIN) , an agency of the Federal Nigeria’s contribution towards curbing the a responsible corporate Government of Nigeria, operating under spread of COVID-19 in underserved states. citizen. The strategy the aegis of the Federal Ministry of Power and in the past the Institute of Industrial Guinness Eye Centers for promoting positive Technology (IIT). These young boys and girls The Eye they say is the window to the go through very a very robust and intensive soul. Unfortunately, blindness and visual drinking focuses on 1-year training where they are equipped with impairment in developing countries has three core pillars: skills development training on best practices remained a significant public health issue. for the growing Power Sector in Nigeria. We Research has also shown that treatable campaigning to reduce are also passionately committed to sponsoring cataract is the leading cause of blindness in undergraduates studying STEM courses in Nigeria and this has significant effects on harmful drinking; the various universities across the country. the productivity level of both children and promoting moderation; These programmes have been on for the past adults. This is the reason why Guinness 10 years and the company hopes to continue Nigeria chose to intervene by building and improving laws and to support and contribute its quota to youth the Guinness Eye Hospitals at the Lagos development in Nigeria. University Teaching Hospitals in Lagos and industry standards. Onitsha. These centres offer free eye care Guinness Nigeria ‘Grow with Nigeria’ Program Guinness Nigeria is particular proud of its backward integration called the ‘Grow with Nigeria’ initiative which launched in 2019 to support the Federal government’s effort to diversify the Nigerian economy through the promotion of agriculture. “Small holder farmers form an integral part of our business; and over the last twenty years, our business has consistently sourced all its core ingredients such as sorghum and malt extract, and most recently ethanol, locally through the various local raw material chains.” “These partnerships have enabled us to develop an ecosystem of private sector players creating value that impact smallholder farmers directly. Currently, over 6,000 subsistence farmers, rural traders and various stakeholders have benefitted in the production value chain. These farmers were provided access to finance, certified seeds, unadulterated inputs, mechanization, training on good agronomic
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programmes that will ensure that we use less water in making our products while also recycling the water we use in everyday operations. We also have a partnership with the Ministry of Environment to replant over 100,000 trees as a means to achieve some level of carbon sequestration. All these initiatives are helping us replenish back into the environment an equivalent amount of water that we use in our production process.
Diversity and Inclusion As Guinness Nigeria moves into the future, our inclusion and diversity agenda will continue to remain a key driver for us both internally and with stakeholders within our value chain. The company is committed to creating the most inclusive and diverse culture, as well as shaping market-leading policies and practices because it is critical to achieving its goal as the best performing, most trusted and respected consumer products company in Nigeria. , The company has a Diversity and Inclusion strategy which houses a range of programmes externally and internally. Externally, they work in communities, by promoting gender equality and female empowerment in our value chain, supporting women’s rights and enabling them to play a greater role in the economy through a program called Plan W; Also, Guinness Nigeria is also deliberate its marketing communications tailored to avoid harmful gender stereotypes and act as a positive force in driving gender equality. Internally, the Strategy sets gender targets across levels, with the ambition to have senior leadership team at 35% female by 2020. In 2021, the company has surpassed the target and is currently ast 40%. There are dedicated employee networks such as our Spirited practice and basic book keeping, supplier constrained. All of over the world investors Women network; our organised female credit process, extension support and access and consumers have begun to pay more employees’ body, creating opportunities to market. With this intervention, we are able attention to the impact of climate change and for women not just within our business, to leverage on the collaboration as provided the consequences for our world. One of the but in the wider society. This strategy also by our respective partners in the ecosystem most visible effects of climate change is water spells out Talent management specifics in to improve the livelihoods of these farmers shortage and as a business the responsible terms of Attraction, Retention, Growth & by moving them from subsistence level to full management of water is a strategic priority Development, as well as driving the culture economic inclusion.” for us and our Water Blueprint provides the of Change. Guinness Nigeria will continue framework to reduce our overall impact, to build a diverse and inclusive business that Reducing our environmental especially in sites in water-stressed areas. Our reflects the totality of our customer and impacts Water Blueprint is delivered through a four- consumer base. From the fields in which our raw materials pillared strategic approach and is driven by Guinness Nigeria is walking its talk but are grown, to the water and energy we use our key targets for improving water efficiency they also know that long lasting positive in producing our brands, we depend on in our own and third-party operations, change comes by carrying everyone along. resources that we share with the communities replenishing water in water stressed areas and The company is therefore calling on private around us – just as we also share the impacts supporting community water programmes. and public sector collaborations to help build that result from these resources becoming At our factories, we are embarking on a more sustainable and fairer future for all.
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is taking theInfinix youths from Rising Stars to the Golden Generation – Olumese aunched in 2013 and targeting the young generations, Infinix Mobile Lis a premium online-driven smartphone brand. With “THE FUTURE IS NOW” as the brand essence, Infinix aims to allow consumers to stand out in the crowd and to show the world who they really are. The brand is committed to providing the most cutting-edge technologies with bold and stylish designs, keeping consumers on trend and up-to-date. Infinix’s portfolio spans five product lines – ZERO, NOTE, HOT, S, and SMART; empowering users to own innovative technologies and experience intelligent llifestyles. Infinix as a youth centric brand has brand elements that are closely tied to some interests of young individuals. These elements include Fashion, Entertainment and Youth Empowerment. With these elements Infinix creates an undisputed synergy with its core fans and users.
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In an exclusive chat with MARKETING EDGE, Infinix’s Marketing Communications Manager, Kevin Olumese speaks about the brand’s future-focused positioning and reviews its performance in the market.
he Infinix brand has always been about the future which is clearly reflected in its pay-off line: “The Future Is Now”. What informed such Tbrand positioning? Infinix is a Youth focused brand that is dedicated not only to providing cutting technology but also empowering the youths and taking them from rising stars Kevin Olumese (Marketing Communications Manager) Opeyemi Adewunmi to the golden generation, or as we call ( Marketing and Retail Manager) Tobi Adono (Digital Marketing Manager) it, (Generation X), From this mantra the Infinix brand has always looked to set new state of the mobile phone market in We looked for ways to give back to our trends and bring new innovations that will Nigeria? community and staff through some help our fans and customers achieve their The Mobile phone market in Nigeria is Covid-19 relief packages. Next, we aspirations now. still quite young but it’s growing rapidly. engaged fans with online activities like the The total market for mobile phones is #StayAtHomeChallenge to encourage them How is that positioning resonating expected to grow by over 50% in the next 5 and take their minds off the gory details with its target audience in this years. There are already many big players that were all over the media. We conducted market? that have established themselves here in the launch with several celebrities in As earlier said, the Infinix brand is Nigeria which give them heavy leverage in Nigeria and it was also the first fully targeted to a young audience and our Africa. However, new entrants and other online launch. We also opened online sales brand resonates strongly with this target notable international brands have noticed channels through an Ecommerce site and audience, as our brand interests and the viability of the Nigerian market and are Instagram live sales. The Infinix brand elements are closely tied to the interests setting up shop. managed to weather the storm and still of members of this target audience. These deliver to our fans on brand activities and brand elements are innovative technology, In what ways did the Coronavirus brand products. fashion, lifestyle, entertainment and global pandemic which defined the youth empowerment. Most of the brand whole of last year, impact on the What are your company’s communications and activities carry these mobile phone market, in general, projections for this year; and how elements and has helped us form a strong and the Infinix brand, in particular? do you hope to attain to those resonance with the target audience. The Global pandemic affected almost projections? all businesses worldwide and the mobile We have lofty goals this year. The market We’d like you to shed some light phone market was no different. However, has evolved due to recent events but as a on Infinix’s merging of fashion and mobile phones played a major role tech company, we understand the value of technology in its product offerings; in keeping people connected during data and the insight that it can give, and and how is this reflected in its the period. It was a go-to source of we’re monitoring the trends to ensure that various product series? entertainment, information, learning and we can still deliver optimally and record Infinix is pretty big about fashion and style, an enabler of remote working which has significant growth in all areas at the end of this is clear to see in the stylish design now become the new culture. Because the year. of our products. We even go as far as of the need during the period, we had to using colors which are so unique, they are innovate more and create products that What more should the market mostly always used in the fashion world. could meet the technical demands of that expect from Infinix, going into the For instance, we have the beautiful Zero 8 changing time. We launched a couple future? which has a Silver Diamond color variant. of devices during the period and made For us, one thing is sure, no matter what We understand that our target audience impressive sales. approach we take, it would always be are fashion-sensitive but we also know focused on creating better experiences for that people express that in different ways How has the brand weathered the all our customers and creating a support so we always give them a variety of trendy storm? system for them. So, you can expect more designs to select from. Infinix has always been a trend setting of initiatives that achieve that goal in the brand and this time was no different. future What would you say is the current .
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next big problem to resolve. Interswitch is impacting There has been a global explosion in the digital ecosystem since last year. How has this impacted the digital payments sub-sector, businesses and generally, and the Interswitch business in particular? How would you assess the digital payments sub-sector in Nigeria? communities across Africa As we have seen unfold over the last few months, technology can and has played a key role throughout the pandemic, from businesses and schools switching over to and the entire globe video technology to facilitate remote work, and an increase in the use of contactless payments in an effort to reduce touch points for transacting – and for the most part, many – Cherry Eromosele have found the transition across to these tech-driven platforms and solutions to be effective and relatively simple. As many begin to see these technologies as Cherry Eromosele is the Group Chief Marketing and Communications Officer at Interswitch, Nigeria’s useful and valuable for the way we live and work even in leading technology-driven digital payments company, that is helping to shape the payments ecosystem times where not necessitated, we may see their adoption across the growing e-commerce sector in Africa. In this exclusive interview with MARKETING EDGE, she continue in some form even once we have emerged from speaks comprehensively about the company, its offerings, brand positioning and its great stride across this pandemic. Africa; she also reviews the digital payments subsector, both its current state and future outlook. From an electronic payments perspective, the sector was already growing before the pandemic, with sub-Saharan Africa being the fastest-growing digital payments market in the world, and Covid-19 may Interswitch is obviously a proudly Nigerian financial institution across the globe. We understand the accelerate this trend, as we are seeing more people turning corporate brand with global relevance and important role we play within Nigeria’s digital payments to cashless payments throughout the pandemic to reduce consistently rising brand equity. What feelings infrastructure and take our responsibility seriously. transmission, and businesses increasingly adopting digital does this inspire? Furthermore, we are relentlessly in the pursuit services to allow continuity of commerce. Interswitch is always at the forefront of innovation. Over of excellence in delivering services to our esteemed Additionally, the application of digital payments is the years, we have been committed to deepening financial customers. sector-agnostic, and already Interswitch serves businesses transactions by providing seamless, secure, and convenient and public sector bodies across retail, telecoms, health, financial solutions for cardholders, banks and other Given the nature of its corporate calling and financial services, alongside other industries in the product offerings, the Nigerian economy. Ultimately, we think the digital company was positioned payments market will continue to grow and don’t see for the future right from any long-term disruption to the direction of travel for its inception. How did that electronic payments in Africa. foresight come about? It started with an idea and What is Interswitch brand positioning in this genuine need to solve a problem market? faced then by Nigerians. Mitchell Interswitch remains a trusted partner in the heart of Africa was concerned about the well- with a full range of proven technology solutions. Launched being of Nigerians because at that in 2002, we are always at the forefront of creating time, cash dominated Nigeria’s innovative solutions using digital technologies such as economy and it had become Quickteller, Africa’s most recognizable and widely used a source of crime, fraud and consumer payment platforms; and Verve, a pan-African corruption. At that time, there chip card accepted in over 185 countries across the globe. was a direct correlation between We are committed to delivering innovative, trusted and robbery and the way Nigerians scalable payment solutions for small and big businesses used cash. Nigerians would alike. Currently, we have operations in Kenya and Uganda. withdraw cash on Friday for the entire weekend. Armed robbers How is that positioning resonating with its knew there was a high likelihood target audience in the market? that there would be a lot of Everybody deserves an easy life. From financial cash to steal, so there was high institutions, to large corporates, to small businesses, and crime rate. As a young engineer, government bodies; the need to seamlessly carry out he would usually come up with business activities cuts across the various sectors. Our array ideas every day, one of the ideas of technology solutions provides real value across industry then was modernizing Nigeria’s verticals; making businesses at every point of the value payment system. That idea grew chain more seamless. into what is Interswitch today and Our positioning in the ecosystem gives us the leverage we haven’t stopped thinking of the to impact businesses and communities across Africa and Cherry Eromosele
98 MARKETINGEDGE / March/April 2021 SPOTLIGHT the entire globe which is the core of our mission here at been part of this; leveraging our technology to create an better track the spread of the virus. The app, developed by Interswitch. app for medical institutions to track the spread of the virus our Healthtech subsidiary, eClat, has now been employed in Nigeria. across 20 states in Nigeria. The spirit and drive shown by How is Interswitch faring in other markets A key impact from the virus from our perspective, is our employees at this time is incredibly motivating. outside Nigeria? the increased adoption of electronic payments, as people Our journey so far has been an interesting and favorable turn towards contactless forms of payment as a precaution What are your company’s projections for this one. We have a vision to transform commerce in Africa by against the spread of the disease. Digital transfer of money year; and how do you hope to attain to those delivering innovative and trusted technology solutions removes the need for human contact through using cash projections? across not just Africa but globally. Consistent with our and is increasingly being utilised as a safer way to pay We have simply not scratched the surface of the market development and expansion strategy, we have for goods and services, not just in Nigeria and Africa, but opportunity, speaking even just in terms of Nigeria. Our explored some innovative partnerships; we partnered with globally. Pan-African expansion, is very much underway. We are Kenya’s Credit Bank Plc to launch a multi-currency prepaid At Interswitch, we fully recognize and are proud of the building the rails for payment processing scale across the card aimed at providing consumers with an excellent important role we play within Nigeria’s digital payments region. alternative banking card that allows for safe, secure, and infrastructure and take our responsibility seriously. The Beyond Core Payment, there is also the adoption seamless electronic transactions; we also entered the transfer of money is a vital service, and we recognize how of FinTech applications to non-financial sectors, such as energy sector through our consolidated partnership with critical our operations are to the livelihoods of individuals healthcare (just like Interswitch’s play in Health solutions Total Kenya; we partnered Skyline Sacco to launch their and companies across the country. We have redoubled via eClat) energy, insurance, education, etc. pioneer Verve debit card. We are rapidly-evolving and our efforts during this crisis, to ensure complete business Also, the focus on supporting the growing small/ there is a lot more to be unlocked. continuity for users of all our services. medium enterprise economic sector has become more paramount. Large corporates aside, there has been rapid How do those markets compare to the How has the brand weathered the storm? growth in social commerce, with the advent of ‘Instagram’ Nigerian market? The pandemic has had a profound impact on the life of businesses (the ‘side-gig’ economy, where lots of young Financial Technology is laudably serving as an enabler Nigerians, with people having to adjust to working from 9 to 5ers are running growing and profitable side hustles in Nigeria and Africa, specifically, the East African home – many for the first time. However, it is important via social networks (IG, Facebook, WhatsApp), where regions where we play. We’ve seen a lot of improvement that life and businesses continue to operate as efficiently they don’t even need to have websites in place to sell. in financial inclusion and the development of these as possible, while we all do our part to manage the This market previously has relatively been overlooked/ technologies will continually serve as a catalyst for situation. Judging from the present, there is an increased underserved until now, however all the major payment innovation across various sectors asides FinTech, just as adoption of electronic payments. players appear to be looking into this area (and Interswitch we’ve done in Nigeria via eClat our Health solutions. Electronic payment plays a key role as a digital obviously is as well through the launch of our Quickteller Within Africa, East Africa is leading significantly in backbone to the economy, allowing money exchange to Business; our comprehensive business solution developed their mobile money adoption and usage. continue, bills to be paid and workers to be given their to help businesses grow and individuals thrive). However, there is still a lot of untapped opportunities salaries. Interswitch is central to this, and we recognize the to be explored as promoting growth and economic important role we play within this infrastructure. What more should the market expect from development goes beyond payments. Throughout the crisis, Interswitch has remained fully Interswitch going into the future? operational, and just before the lockdown, we rolled out Our industry is a very interesting one and so is the future In what ways did the Coronavirus global a systematic business continuity plan to make sure all ahead of us. The opportunity in African fintech remains pandemic, which defined the whole of last elements of the business were able to perform with no vast, particularly in the payments processing sector. Today, year, impact on the sub sector, in general, and disruption. 85% of payment transactions in Sub-Saharan Africa still the Interswitch brands, in particular? Interswitch has a long-standing commitment to occur in cash, with the figure in Nigeria higher, at 95% The coronavirus pandemic has posed collective challenges technology innovation and has invested significantly (Source: EDC). for businesses, governments, and communities on an in ensuring our technology and engineering teams are Nigeria offers a huge potential for the growth of unprecedented global scale. Around the world, we are equipped with best-in-class technical skills. Although no financial technology. Despite the challenges posed by having to fundamentally rethink the concept of human one could foresee a crisis such as Covid-19 before last year, the COVID-19 crisis, the Nigerian FinTech industry is contact within the society, and while Africa is no stranger our investment has positioned us well for managing the positioned for growth in the coming years. The challenges to dealing with epidemics, nations across the continent changing circumstances that the virus has caused. experienced have accelerated digital adoption and have had to make significant adjustments to try and Like many large entities, we are of course mindful consequently, the use of technology for financial services, contain the outbreak. of the impact of the recent changes on our staff. The vast there are also more opportunities for us like: Managing an outbreak like Covid-19 requires rapid majority of the business had to quickly adjust to working • Digitize payments and transactions in many implementation of schemes and policies at both national from home, while continuing to execute a range of other ‘non-FSI’ industry vertical areas – Health, and community levels. While the fast-imposed lockdowns responsibilities, despite very different environments and Transportation, Government, Social Services, etc and social distancing measures played an integral role often challenging circumstances. As I am both proud and • Digital Commerce Opportunity – on the back of in the initial management of the virus, in order to keep thankful for the way that our staff have responded to this demographic and internet/mobile trends and economies functioning, social interaction is a necessity, crisis, not only by ensuring business is delivered as usual, consumer behavior. which will require continued, precautionary measures to but also for the fantastic voluntary initiatives formed by • Defying GDP trends - The business has a propensity prevent resurgences of the virus. employees to help fight the spread of the virus. to thrive even during downturns, looking at our Technology has played an important role in helping Last year, we announced a number of initiatives to trajectory over the years. businesses and individuals navigate the crisis around the support the fight against COVID-19, including a N305 • Quickteller is building out a pan-African consumer world, with innovations from mobile tracking and tracing million charitable fund raised primarily from voluntary business and adding more lifestyle services beyond developed to support the healthcare sector, to programs salary donations matched by additional funds from our traditional Bill Payments, Airtime and Transfers. and platforms designed to provide support for education management and the company itself. Additionally, we • Verve has gone global. The opportunities abound! and businesses as students and employees adjust to the rolled out a new free-to-use virus symptom tracking . new realities of working from home. Interswitch itself has platform to help governments and healthcare authorities
MARKETINGEDGE / March/April 2021 99 SPOTLIGHT
or over a century, PZ Cussons, one of the world’s leading FMCG giants operating in personal care, home care, food and electricals, has continually Cussons Baby deepened its roots and broadened its impacts in the homes and lives of Nigerians and Africans altogether. The company’s flagship brand, Cussons Moments baby, is an international brand with a range Fof premium baby products that deliver mild and gentle care for babies with different skin care needs. Competition Through the Cussons baby brand, the trademark Cussons Baby Moments (CBM) competition was launched 8 years ago in Nigeria to celebrate babies as well as their – Inspiring joy and celebrating families, crown the ‘Baby of the Year’, and reward them via a transparent free and fair system of online voting and judging. the uniqueness of Nigerian Starting out with barely a thousand entries in its first year, the annual babies and their families competition pulled about 9,000 entries for the recently concluded 7th edition which crowned Baby Naomi Essienawan Effan- Okon as the Cussons Baby of the year at a very befitting grand finale. around, a grand prize of Two million naira is one of the strongest brands in the baby Annually, the Cussons Baby Moments cash prize and a season’s supply of the toiletries category in Africa. Cussons provides a bonding opportunity for Cussons Baby products were on offer for the Baby has been in existence in the African/ families, rewarding opportunities, and overall winner of CBM 7 as opposed to the Nigerian market for more than four diverse engagements that create lasting and 6th season’s One million naira cash prize. decades, providing solutions for mothers memorable experiences for the babies and Baby Naomi Essienawan Effan-Okon beat and the skincare needs of their babies. their families. about 9000 other entrants to the biggest The Cussons Baby Moments Leveraging on the success of the past 6 prize. Competition remains a platform that seasons and how much positive impact it Baby Ojelade Daphne emerged the inspires joy and celebrates the uniqueness of has made on thousands of families across first runner up, winning N1 million and 6 babies and their families. the country, Cussons baby launched its 7th months’ supply of Cussons Baby products; Cussons Baby Moments Competition – edition themed “Reasons for Joy”. while the Second Runner up, Aliu Ayomide Inspiring joy and celebrating the uniqueness Amidst the pandemic and social unrest got N500, 000 and 6 months’ supply of of Nigerian babies and their families that caused a global economic crisis, a Cussons Baby products. For over a century, PZ Cussons, one of nationwide recession, and posing a huge The Top 7 finalists were very well the world’s leading FMCG giants operating risk to health, the Cussons Baby Moment compensated as the 4th-7th positions in personal care, home care, food and 7 was launched to inspire hope, remind walked away with N100, 000- and 3 months’ electricals, has continually deepened its families of the joy of parenthood, create supply of Cussons Baby products each; roots and broadened its impacts in the meaningful moments, and show people that while others were each awarded a month homes and lives of Nigerians and Africans they have the ability to overcome pain and supply of Cussons Baby products. altogether. find hope even in the little things. In the special categories, The company’s flagship brand, Cussons Changes were also made to the Chukwubuikem Anthony won Best Candid baby, is an international brand with a range mechanics of the competition. The entry Shot, Williams Adebola was rewarded for of premium baby products that deliver mild period was extended to 8 weeks to give Best Concept/Composition; and Victory and gentle care for babies with different skin room for more entries as opposed to the last Chimdindu went home with the award for care needs. season. Best Toothy Smile. These special category Through the Cussons baby brand, the The digitally driven competition was winners each received N50, 000 and a trademark Cussons Baby Moments (CBM) seamlessly conducted online, as it has 3-month supply of Cussons Baby products. competition was launched 8 years ago in always been designed for more online For 7 years, Cussons Baby Moments Nigeria to celebrate babies as well as their engagement than physical; from entries and has solidified its status as the quintessential families, crown the ‘Baby of the Year’, and selection processes, to the top ten finalists. baby competition in Nigeria and the CBM reward them via a transparent free and fair And with strict adherence to the covid-19 competition platform has continually system of online voting and judging. guidelines and all protocols duly observed, brought joy to families through each season Starting out with barely a thousand the offline segment of the final stage of the with an added opportunity of ‘growing with entries in its first year, the annual competition was carried out. them naturally’ and constantly reiterating competition pulled about 9,000 entries for This year, every participant who made that every baby is a winner. CBM continues the recently concluded 7th edition which it to the Top 10 was rewarded. The CBM 7 to push the boundaries of innovation and crowned Baby Naomi Essienawan Effan- competition also created engaging activities facilitate continuous improvement to see Okon as the Cussons Baby of the year at a online for families as well, for which they all that each season is a whole new experience very befitting grand finale. earned unique rewards. for consumers and participants alike. Annually, the Cussons Baby Moments Raising the stake higher, this time Cussons Baby, an international brand, provides a bonding opportunity for
100 MARKETINGEDGE / March/April 2021 SPOTLIGHT
season. The digitally driven competition was seamlessly conducted online, as it has always been designed for more online engagement than physical; from entries and selection processes, to the top ten finalists. And with strict adherence to the covid-19 guidelines and all protocols duly observed, the offline segment of the final stage of the competition was carried out. This year, every participant who made it to the Top 10 was rewarded. The CBM 7 competition also created engaging activities online for families as well, for which they all earned unique rewards. Raising the stake higher, this time around, a grand prize of Two million naira cash prize and a season’s supply of the Cussons Baby products were on offer for the overall winner of CBM 7 as opposed to the 6th season’s One million naira cash prize. Baby Naomi Essienawan Effan-Okon beat about 9000 other entrants to the biggest prize. Baby Ojelade Daphne emerged the first runner up, winning N1 million and 6 months’ supply of Cussons Baby products; while the Second Runner up, Aliu Ayomide got N500, 000 and 6 months’ supply of Cussons Baby products. The Top 7 finalists were very well compensated as the 4th-7th positions walked away with N100, 000- and 3 months’ supply of Cussons Baby products each; while others were each awarded a month supply of Cussons Baby products. In the special categories, Chukwubuikem Anthony won Best Candid Shot, Williams Adebola was rewarded for Best Concept/Composition; and Victory Chimdindu went home with the award for Best Toothy Smile. These special category winners each received N50, 000 and a 3-month supply of Cussons Baby products. For 7 years, Cussons Baby Moments has solidified its status as the quintessential baby competition in Nigeria and the CBM competition platform has continually brought joy to families through each season with an added opportunity of ‘growing with them naturally’ and constantly reiterating that every baby is a winner. CBM continues to push the boundaries of innovation and facilitate continuous improvement to see that each season is a whole new experience for consumers and participants alike. Cussons Baby, an international brand, families, rewarding opportunities, and nationwide recession, and posing a huge is one of the strongest brands in the baby diverse engagements that create lasting and risk to health, the Cussons Baby Moment toiletries category in Africa. Cussons memorable experiences for the babies and 7 was launched to inspire hope, remind Baby has been in existence in the African/ their families. families of the joy of parenthood, create Nigerian market for more than four Leveraging on the success of the past 6 meaningful moments, and show people that decades, providing solutions for mothers seasons and how much positive impact it they have the ability to overcome pain and and the skincare needs of their babies. has made on thousands of families across find hope even in the little things. The Cussons Baby Moments the country, Cussons baby launched its 7th Changes were also made to the Competition remains a platform that edition themed “Reasons for Joy”. mechanics of the competition. The entry inspires joy and celebrates the uniqueness of Amidst the pandemic and social unrest period was extended to 8 weeks to give babies and their families that caused a global economic crisis, a room for more entries as opposed to the last .
MARKETINGEDGE / March/April 2021 101 COVER INTERVIEW It’s no longer business as usual -Tolulope Medebem
Mrs. Tolulope Medebem, one of Nigeria’s foremost Experiential Marketing professionals, is the Founder and Managing Director of Aster Integrated Marketing Limited (AIML), a marketing communications and experiential marketing agency. With almost two decades of experience spanning Experiential Marketing, Event Management, and Brand Management & Marketing, she has the honour of being one of the pioneer females in this field and has been instrumental towards the achievement of many successful campaigns on behalf of big-ticket clients. In this exclusive interview with MARKETING EDGE, she reviews the industry, especially the impact of the COVID-19 global pandemic and the new normal which this has thrown up; highlighting her agency’s smooth-sailing credentials in the face the Coronavirus turbulence; and how it (the agency) is charting its way into an assured future.
e’d like you to share with us how your agency has been steadily riding the storm of the COVID-19 pandemic. What has it been like? The Covid-19 pandemic disrupted everything and it still is, especially as we all honestly need to keep safe as well as ensure we keep those around us safe. With everyone doing their own bit, we will get over this hopefully soon. For the agency, as with most other businesses, honestly, it has not Wbeen easy; BUT we keep at it, moving along and taking it, one day at a time. Thankful everyday for those clients that still believe in the value AsterIML brings to the table by giving us the opportunity to keep on serving their various brands (even in these times, of course, being creative and innovative in service delivery right now as it’s not business as usual).
What do you consider to be the “new normal” in Experiential Marketing practice and business, courtesy of COVID-19? It obviously is not business as usual right now; and the new normal essentially means that we all need to be more creative and innovative in delivering service value to our various clients in ways that ensure everyone right from your team through to the consumers and your client is kept as safe as possible. As much as we need to connect and engage with the consumers, safety becomes imperative at every point.
How are Nigerian Experiential Marketing agencies adapting to the “new normal”? I imagine they would all have to answer this themselves right. Not sure I should be holding brief for the Nigerian Experiential Marketing agencies, or what do you think? Truth though, we are a very
102 MARKETINGEDGE / March/April 2021 COVER INTERVIEW resilient bunch and I know that we will all knowing and understanding that whatever or inexperienced will come together find and are finding ways to ensure that we affects them, affects us, too. We are to make magic that connects with and as agencies remain relevant to our various professionals and we try to remain true to engages the consumers on ALL SENSES. clients by offering them tangible value. our values - Integrity, Professionalism and ‘Consumer-centrism’ (if that’s an actual What is your definition/ To what extent has Experiential word). We are also very true to ourselves description of an Experiential Marketing gone digital in this and whatever we don’t know, we are open Marketing agency of the future clime? and willing to learn. (ie a future-fit Experiential Digital obviously goes beyond the Marketing agency)? use of social media and essentially What is your agency doing to I’m thinking my answer above pretty much encompasses running digital throughout up the ante in its operations and covered it. For me, it’s an agency that is the entire agency operations - IoT, Data, deliverables this year? agile and flexible. Technology, and so on. So today, in the Watch this space (wink) era of online meetings, virtual parties and What is unique about AsterIML? so on, elements that have always been Where do you see the My team is very young and they are instrumental to creating live experiences Experiential Marketing industry hungry. They want to ‘change the world’; I BUT today, they have become the ‘heart in the foreseeable future? find myself needing to reign them in most and soul’ of creating live experiences As we are all currently experiencing, times because we would obviously need that connect and engage. So, I believe, especially with digital technology, to be conscious of our surroundings, the it’s something that most, if not all, have most have gotten to the point where client’s budget, and what can ‘realistically’ incorporated into their operating systems new skill sets, be achieved. Late last and processes. including content year and earlier in the development and year, I honestly had to What is your assessment of and management, are let some people go as forecasts for the IMC industry, needed in order they didn’t or couldn’t in general, and the Experiential to remain relevant fit into our DNA. Our Marketing sub sector, in and of value to your DNA is unique and particular, in 2021? client and to do this, special to us and it’s The world is evolving that means new skill sets as honestly what makes us essentially that economies, all over the mentioned earlier, different. world, are evolving; obviously that would brilliant minds include Nigeria. So as Nigeria evolves, her whether experienced economy evolves, all industries, not limited to marketing communications evolve as well. Therefore, I would honestly say, we all should be patient, relax and watch to see how this evolution affects us all - good, bad, restructuring and so many various ways. Who is
What are companies’ Tolulope Medebem? Experiential Marketing budgets Me! That’s the easiest one. like in this pandemic era? Not sure how I’m expected to honestly A wife, mother and an entrepreneur (I would know or even answer that (smiles). say a serial entrepreneur with various businesses Everyone is evolving as we mentioned earlier and based on the future-fit seminar including AsterIML, the experiential marketing from you guys late last year, part of what agency as well as the online radio station - we learnt and I believe everyone is trying to incorporate is a better engagement with BoomRadioNG: do check it out www.boomradiong. the consumer, understanding their pain and passion points in such a way that the com, you can advertise with us, you know). I also brand is ‘seen’ as emphatic, so not so much have a mental health initiative, BantzwithTee about the budget BUT about how the consumer is impacted. (Podcast, Instagram and website - www. bantzwithtee.com) aimed at dealing with mental What are your agency’s strategic offerings to your clients this year health issues in an ‘easy and relatable’ manner, as a force behind them? seeking solutions as best as we can whilst offering At least, let’s hold some things to our chest (wide smile). Bottomline, we come solace as well as a ‘shoulder’ when needed. as partners to and with all our clients
MARKETINGEDGE / March/April 2021 103 COVER INTERVIEW PR COMPANIES MUST IMPROVE ON DIGITAL CAPACITY OR RISK FIZZLING OUT – BROOKS AND BLAKE BOSS Taiwo Ogunwumi
Mr. Taiwo Ogunwumi, a ow is your company coping in this pandemic period? Chartered Economist and The Covid-19 pandemic as we all know took the whole world by storm and affected our economies like a wrecking ball. No one saw this coming and seasoned Project Management the virus hit us on without a moment’s notice like it did everyone else which Professional with over a decade resulted in an unplanned change in the operations of companies across Hthe nation; Brooks and Blake was not excluded. However, we have kept a driven and of broad-based experience in progressive mindset, centring our approach to being innovative and responsive in dealing Marketing Communications with challenges that come with the times. We have always been sure-footed about doing and Brand Engagement, is the things differently which is a prerequisite for growth. For Brooks and Blake, roadblocks are Executive Director, Brooks and not seen as obstacles but opportunities. This has ensured the continued demand for the value we provide. I will say the effects of pandemic showed us both sides as a Consultancy Blake Nigeria Limited, a front- which are doing the work and creating more opportunities. As a company, we are riding running Perception Management on the opportunities to learn and visualize how best to satisfy all our clients. More so, change is inevitable, the birth of anything valuable takes time. As a company agency in Nigeria. In this exclusive we have been taking it one step at a time, learning all through the process of the new interview with MARKETING EDGE, normal; but also interestingly identifying growth opportunities. he discloses how his agency rode We are quite mindful of returning to the regular work schedule, while still monitoring the next wave of the pandemic as it continues to pose a challenge and generate a wide on the storm of the Coronavirus range of emotions, especially the risk of contracting the virus and the extended impact on global pandemic and has been business. In terms of safety and wellbeing, they remain our utmost priority, so we have waxing strong consistently. set in place a robust staff telecommuting policy amongst other vital safety measures while leveraging technology broadly to deliver on our mandates effectively. How do you think the COVID-19 pandemic has redefined the PR profession
104 MARKETINGEDGE / March/April 2021 COVER INTERVIEW and other businesses in Nigeria? professional to have in this time is the ability to learn new skills Given the nature of the pandemic and restrictions to physical and, in some cases, staying up to date with new technology and contacts that came with it, communication and media approaches to gain recognition for brands. However, with the consumption naturally moved online, which has over the years public relations profession constantly changing and developing, accelerated the adoption of the global digital medium as the professionals who cultivate the right adaptation skills will thrive mainstay of disseminating information. This has inadvertently and succeed. challenged marketing communication practice to think more digital than anything else. PR is certainly right in the middle What would be your assessment and forecast for the of it all. The slant of communication has also gradually shifted IMC industry in 2021? from hands-on media companies and PR professionals to that of The goal of the IMC is to build a stronger brand and increase sales consumers. Public Relations has been going through this evolution through the influence of consumer promotion which is necessary in the last decade, however, the pandemic has accelerated this for brand enhancement and recognition. The future is evident process a thousand folds. PR agencies now have to push strategies in the glaring changes in marketing which include the use of from traditional to digital to meet the needs of a wider range of new technologies and where PR is consumer-focused to nurture audience who are more informed, hungrier for qualitative content customer satisfaction and feed their need for quality content. Due and sophisticated in their choice of media consumption. to the covid-19 pandemic and the ravaging effect it had, most Therefore, PR companies must improve on the digital capacity brands are latching on to providing a point of view messaging that to cater to this new audience or risk fizzling out of relevance. resonates with the times. How would you then describe the new normal in PR So, how well is your agency supporting your clients practice in Nigeria? through this period? The new normal for PR is building a strong online and digital This year, we intend to collaborate more. PR tactics are good, presence. Zoom calls, online webinars, and launches have been however, besides strategy, it mostly relies on the genuine the new order of the day and many organizations are adopting credibility of platforms and resources it identifies. No matter your this method to reduce cost, and I don’t see it changing soon. PR market, your best bet for credibility is to have people of influence
The new normal for PR is building a strong online and digital presence. Zoom calls, online webinars, and launches have been the new order of the day and many organizations are adopting this method to reduce cost, and I don’t see it changing soon. PR companies must learn to manage clients and consumers from afar.
companies must learn to manage clients and consumers from afar. tell others why they should appreciate and adopt the product or The need for digital public relations skills is one of the most service on offer. significant ways that professional growth, especially as online We are making deliberate efforts to collaborate with visibility, engagement, and relationships will continue to grow in individuals and platforms that their contents engage and impact importance. their audiences effectively. Let me state clearly that investment There is a need for public relations agencies to improve their in Innovation, adaptability and collaboration will determine the online presence through high-quality backlinks, social media survival of many consultancies soon. mentions. Digital PR encompasses more than pitches and media lists; it As a company, how do you hope to up the ante in your requires a clear understanding of the core communication strategy operations and deliverables this year? and how to achieve it in this new age. Consultants must improve Our agency is looking more into in-house training and upskilling on their digital skills as it is paramount to the success of any PR to meet up with the global trend in technology because new agency in the nearest future as the industry continues to move measures require new knowledge. PR has always been about online. communication prowess. The basics of PR is being a good writer, that will always stand, but also marketing skills, audiovisual media How do you think Nigerian PR agencies are adapting to and graphics, data wrangling, being technology savvy and a good this new normal? team player will prove non-negotiable. At Brooks and Blake, We can see that most PR agencies have shifted focus on we are looking at the bigger picture of the IMC industry. We maintaining a good online presence. Agencies are now investing have built businesses to cater to ideation, digital marketing and more in digitization to stay relevant now and in the future. experiential marketing services as part of our plans for growing Expectedly, PR has fully gone digital because it is a new reality. the business. What people today call the core of public relations is a dying business. Mobile has become a new reality. Any agency that What is unique about Brooks & Blake? ignores the digital space, does so at its peril. I would say flexibility. Our policies allow for a swift change in our One of the many ways agencies are keeping up with the new work process and clients engagement and that stood us out within shift is by embracing a new mindset and learning new systems and the five pillars of B+B values which are Partnership, Integrity, technology. The most important skill for a digital public relations Continuous Improvement, Innovation and Focus.
MARKETINGEDGE / March/April 2021 105 COVER INTERVIEW
Mrs. Bunmi Makinde is the Chief Operating Officer of Scout Media WE PARTNER Limited, a young and dynamic media company specializing in media buying: Above the –Line, Media strategy, planning & implementation, WITH BRANDS consumer insight, process evaluation and optimization, Out-of-home and ON THEIR JOURNEY ambience branding. In an exclusive interview with MARKETING EDGE, she spoke about the TO TRANSCENDENCE agency and its offerings; and reviews the industry in Nigeria – BUNMI MAKINDE
ow will you describe Scout out-of-home (OOH) advertising supply Many businesses that are affected by Media Limited? chain is a big issue for advertisers and other the economic situation are suspending Scout Media Limited is a stakeholders in the industry; advertisers are their advertisements, and public events and young and dynamic media losing media investment and hitting short of conferences have already been canceled company specializing in media their marketing goals and objectives, while since the pandemic started and possibly may Hbuying: Above the –Line - Media strategy, on the other, advertising and media buying have to wait longer. As a result of changes planning & implementation, consumer agencies are losing big on billings and in advertising, marketing, promotional and insight, process evaluation and optimization, professional integrity. media spends, we are aware that there will Out-of-home and ambience branding. A recent (Q1 2020) out-of-home media be Market alteration, increased competition, Our vision is to work with discerning monitoring and audit report by TMKG and a demand for creative and aggressive and forward-thinking brands to deliver Consulting shows that about 1billion naira marketing practices. on corporate and marketing goals and worth of OOH investment, representing So key issues will be how to sustain objectives, within the projected time. 33 percent of OOH advertising spend the brand when markets and industries We cherish relationships and delight to by advertisers in Nigeria are either not are reshuffled; how to develop plans and partner with brands on the journey to executed or are not properly implemented strategies that align with the “new reality” – transcendence. as planned and booked. As such, with the the New Normal. How do we help our clients We help businesses reach their target level of non-compliance prevalent in the deal with the media competitive landscape audience, by improving their overall Nigerian OOH media sector, the advertisers when consumers’ spending habits are conversion rate. We try to come up with end up receiving less than 60% campaign fundamentally altered? ideas that capture the attention of a niche execution, a development which defeats For us as an agency, we have been able market. We analyse the market and establish the goals of media planing and strategy. to create sustainability by: the media objective by understanding what However, no advertising medium can equal Flattening the curve – by showing that option reaches our client’s largest audience billboard advertising in terms of developing we care, choosing the right response to as well as how often the reach is. and reinforcing product familiarity by way the client’s situation through the pandemic We combine our expertise, relationship of brand recall. Brands and the advertising period. Understanding the situation from and reputation to deliver best buy media companies are aware of this and they the client’s perspective is key. We manage values to our client and at the same time take good advantage of the opportunity interrelated systems and market intelligence drive a win-win symbiotic relationship with to bombard TG’s senses with powerful to help clients easily respond to immediate media vendors, assessing other negotiating messages on strategically located billboards market circumstances. alternatives that will drive value base and other Out-of-Home advertising Understanding what our client’s TG inventories and enhance efficiency platforms. circumstances are especially during the pandemic and also helping the client to How would you assess the Nigerian How are you creating sustainability prioritise them by deliberately putting them outdoor industry? during this period of the pandemic? – the TGs in control from the media plans Outdoor advertising has accounted for As measures to contain COVID-19 spread perspective. almost 30% of total media spend in Nigeria around the world and millions of people Empowering our employees to make just behind only TV advertising. However, are quarantined in their homes, reliable them happier and more productive – with despite its wide usage, the effectiveness of information, news is more important than the new normal, where social distancing outdoor advertising has always been more ever. News audiences are growing in record is the order of the day, widespread remote difficult to measure than that of TV and numbers, but for many organizations, working, which many organisations have Radio through viewership and listenership especially in the marketing communications been experimenting with for several years statistics, thereby causing a growing sector, income is falling. This is as a result of has suddenly become an imperative. And it incidence of low compliance. The Nigerian advertisers reducing or cutting budgets may mean that, once some form of normality
106 MARKETINGEDGE / March/April 2021 COVER INTERVIEW returns, the workplace may never look the same again. Working from home has the potential to make people both happy and productive in the context of virtual working. But this only seems to happen in practice if employees feel genuinely empowered. We have been able to establish an effective, home-based working calls for the building of trusting relationships characterised by supportive leadership, mutual support, and shared commitment within the shop floor. Innovations – we are setting, managing and also meeting clients’ expectations effectively during these difficult times. Looking for unique media ideas that work is part of our DNA. In this COVID -19 era, we bring innovations to fore to help in solving ever evolving challenges. Global Alliances – When the economy is a concern, the first thing that is cut is advertising, everyone is concerned about cash flow. We have to prepare for a new normal. This is the time to strengthen the relationship with allies and friends. We have to understand what the competition is doing and even partner with other local, foreign or regional media agencies and organizations. Partnership and collaboration have been key for us.
How will you describe the current payment delays being experienced by media owners and vendors resulting from jobs done for brand owners? The liquidity crunch caused by delayed payments and defaults is proving to be a big blow to the Media advertising industry and clearly, there are cases of delayed payments Keeping to your word - A professional developing. that have come up recently and top of mind does whatever it takes to keep their word Entrepreneurs Own their Mistakes - No is that stakeholders must chart a course of and fulfil their promises (no matter how small matter how professional you are, you will action that is required to address these. they are). It’s plain common courtesy and make mistakes. Some will be because of it’s something that is slowly disappearing good, old-fashioned negligence, while others What is your advice to other agencies – we’ve got to bring it back as a focus of will be complete accidents. But either way, on how to stay through these turbulent modern-day entrepreneurship. they must be acknowledged. Of course, it’s times? Value your time – You will find that some embarrassing to be called out on a mistake. In these times, agency heads need to of the most successful people have more But what’s worse is to act as if nothing be more cautious and concerned about free time and grow their business faster than happened. This doesn’t mean you can’t move their clients and their ability to pay, so that people who are always busy. At first glance, on, of course you have to move on. It’s a they can honour their commitments to the you may think when I become successful, I’ll simple, three step process and something media owners. Media agencies need a more have more time!” but, that couldn’t be further we all need to get better at, if we want to transparent process that will give clients, from the truth. In fact, it’s the other way build our brands and businesses in a highly- media owners access to agencies operational around… when you free up more time, you’ll respected manner, we must acknowledge system. We need to find a lasting solution to become successful. And this only happens the mistake, apologize for making it, amend this problem. by valuing your time. it and move on. Retain your composure - Maintaining Value your reputation - This is the big What impact would you say composure not only gives you the ability one. The one that will separate the ‘men professionalism can play in a successful to make better decisions, but it also sets from the boys’ so to speak (and the ladies entrepreneurship? a proper example to your family, staff and from the girls, obviously!). A true professional Professionalism boils down to anyone you do business with. This is a habit understands that their reputation is far conducting yourself in a way that shows we must begin implementing immediately more important than their monthly P & you respect yourself, your business and the as entrepreneurs. It might not come naturally L statement. Yes, we all want to grow a people you interact with and serve. With to you, but I have seen great strides in profitable business, but not on the back this in mind, the following five habits must people that I’ve come across in this industry, of ‘dodgy’ actions. Put a premium on the be implemented in order to call yourself a just because they focused on this as a habit importance of over-delivering on customer professional. that they were passionate about forming and service.
MARKETINGEDGE / March/April 2021 107 COVER INTERVIEW
Marketing and Brand Communications would not get back to where they were any time soon – Rinet boss
Mr. Fillius Osubor rpa, FIMC, CMC, is the Managing Director and Chief Executive Officer of Rinet Limited, a leading advertising and digital services agency in Nigeria. In this exclusive interview with MARKETING EDGE, the Federal Polytechnic Auchi – Edo State (Higher National Diploma (HND) in Graphic Arts) and Lagos State University, LASU (Masters Degree in Business Administration (MBA) in Marketing) graduate, brings his over twenty-five years cognate experience in the advertising business to bear on his review of the current state and future outlook of the Nigerian advertising industry.
e’d like you and the businesses) in Nigeria? which are equally profitable. to share with Well, The Covid–19 pandemic has us how your distracted and, in some cases, disrupted What is your assessment of and agency has the operations of many of us in the forecasts for the IMC industry, in been steadily integrated marketing communications general, in 2021? riding the industry in one way or the other. The IMC industry has been hit by the storm of the You know, once there is a lul or pandemic and I am not sure that the usual COVID-19 pandemic. financial downturn in any industry, full activities of marketing and brand For Rinet Limited, riding the storms of establishment or business organization communications would even get back the Covid–19 pandemic has been through and there is a dire need to restructure to what it was. Let me give you a clear God’s grace. One thing we have adopted and prune expenditure, the management example. Many years back, you would Win our agency is that we always commit or the Team would always first start by find an organization plan out an Initial all our plans to God, particularly every slashing the marketing budget or that of Public Offer (IPO), approve for an agency Monday morning when we gather together advertising. This has a way of sending to install imposing unipoles and other to appraise the previous week’s activities jitters through the spines of the agencies Out–of-Home structures in all states and and marshal out the weeks’ tasks. that did not foresee it or plan rescue major cities across the country. Newspaper Pandemic or no pandemic, we measures. adverts (wrap around) covering both front have moved on and our key staff have and back of most major Newspapers, TV consistently attended to all briefs, met with How are Nigerian IMC agencies and Radio jingles, renting the air across clients’ demands and expectations to date. adapting to the “new normal”? every nook and cranny of the nation (Pan Different agencies have adopted different Nigeria), etc. Today, Digital marketing What has it been like? strategies to adapt to the new normal rules and is the destination NEXT. It has been pretty good for us. All salaries and remain relevant in the marketing being paid in full and as when due even all communications sphere. There have not What are your agency’s strategic through the pandemic. been clear mergers or acquisitions. Rather, offerings to your clients this year as a most agencies have adopted their core force behind them? What new definitions has areas of strength and specialization. Some Rinet Limited has strategically adopted the the COVID-19 pandemic others have picked up new roles either various windows and vehicles of creativity given to integrated marketing within the industry’s circle of operations and communications. Staff have been communications (the professions or even diverting to other areas of interest trained and retrained in the various aspects
108 MARKETINGEDGE / March/April 2021 COVER INTERVIEW
of our businesses and they can multitask. Our ideas creation and prompt delivery of their briefs and tasks stand us out.
What is your agency doing to up the ante in its operations and deliverables this year? We have strengthened our digital marketing arm – RINET Digifix to contend with the present-day demands of marketing communication and they are already growing testimonials. Again, paying a very keen premium to little details in all our production and brand activations has given us some mileage.
How is your agency positioning itself for the future of the industry? As long as there is life, we will continue to improve on our services to our clients as they would always be our testimonials to competition any day. We have equally learnt to sustain the relationships we have, whilst building on fresh ones.
What is unique about Rinet Limited? The unique feature of Rinet Limited is found in the disposition of both past and present staff as we not only care but continue to improve on our reward system.
Who is Fillius Osubor? Fillius Osubor is just one simple but dogged fighter with a blend of choleric and sanguine personality. A product of the Federal Polytechnic, Auchi Edo State and the Lagos State University, Lagos Nigeria. He has a Higher National Diploma in Graphic Arts and a Master Degree in Business Administration (MBA) in Marketing. He was a Group Head in Casers Advertising, now DDB many years back before he began his stint in Rinet Limited where he calls the shot. A full member of the advertising Practitioners Council of Nigeria (APCON), he is a Fellow of the Institute of Management Consultants and a Chartered Management Consultant. Finally, he is a Senator of Junior Chamber International, St. Louise Mousurri, United States and a member of the Miami Dade Chamber of Commerce in Florida.
MARKETINGEDGE / March/April 2021 109 COVER INTERVIEW Digitalization has fueled convergence in the marketing communications space – Tosin Adefeko
Tosin Adefeko is the Founder/Managing Director of AT3 Resources, a Lagos, Nigeria based specialized consultancy with expertise in strategic communications, special events, media interventions and training. A corporate executive and entrepreneur with over 25 years of multi-sectoral experience in Nigeria, she has led and delivered outstanding business results in financial services, print/broadcast media and marketing communications industries. In an interview our reporter, she bared her mind on sundry issues relating to On what new definitions the COVID-19 pandemic has the current state and future outlook of the PR industry in given to PR as a profession and as a business in Nigeria; Nigeria. and what she considers to be the “new normal” I don’t think there is any peculiar definition the pandemic has given the PR industry any more than every other industry. The bottom line is we were slow to embrace digitalization, this is no How her agency has been riding high in spite of the longer a choice, every facet of life was affected either positively or COVID-19 pandemic storm: negatively and it is now a new world order in every regard. The PR Like everyone else, the pandemic was unprecedented and we industry pre-covid had experienced a great degree of change with could never have predicted the magnitude of its effect. We were convergence in the marketing communications space fueled by rather destabilized at the time because beyond providing strategic digitalization. As a PR practitioner, regardless of whether you’re a communications solutions to our clients we also ran a thriving specialist or a generalist, you are tasked with telling your client’s special events arm of the business. We had critical high-level stories to their audiences amongst other things. The COVID world events lined up, some of which we had sent invitations out to we find ourselves in has not taken away that primary function, the entire corporate Lagos; we had to recall. The disruption was as a matter of fact it has helped us extend the ways we can tell unquantifiable, but we didn’t let that stop us. The events arm compelling stories. But again, it’s not that simplistic because in of the business was the most affected but since communication the same vein the negatives also exist. Narratives are becoming never stops, we directed our focus completely to providing harder to control, everyone is now a media authority, trained or solutions in that area. We temporarily shut down our office and untrained, it has become too easy to spew falsities which can easily immediately adopted working from home. Somehow this gave us become a nightmare for a public relations person. more clarity to think and explore other possibilities; we partook in collaborative efforts like the Work from Home (WFH) Survey On how Nigerian PR agencies are adapting to the “new in partnership with a consortium and we gave some of our time to normal” and the extent to which PR has gone digital in some COVID-19 relief efforts. Eventually business picked up and this clime by the end of the year we barely remembered Covid happened, Many agencies are doing great work, managing communications we became busier than we ever imagined. So, to your question for local and global brand and corporates. I believe we all are on what it has been like, I would say we basically took each day as adapting as it suits our value proposition. Even though uncertainty it came; there was no point putting long-term strategies in place persists along several dimensions that has made it harder to when we barely knew what tomorrow held. But each day threw predict consumer attitudes and behaviors, it is imperative for up a new opportunity which we assessed and ensured were in line brands to continue to engage and connect. Consistency always with our capabilities and values. A constant for us is always our pays off. I do tell my clients, PR is not a channel or a medium, values and what we stand for. That never changes, pandemic or it’s a process hence a good strategy is imperative for effective not. communication. Also, a Digital PR strategy is a sine qua non for consumers choosing to consume information via digital channels
110 MARKETINGEDGE / March/April 2021 COVER INTERVIEW are growing exponentially, even with the low internet penetration top of our game. and broadband issues we experience as a country; truth is, as a percentage of our population Nigeria still has one of the most Giving an insight into her agency, AT3 Resources: users on social and digital channels in Africa. So, for impact and After almost a decade working and leading commercial and retail reach on any campaign, this is the platform to be. Even for news banking portfolios in several banks, I proceeded for a Master’s consumption and dissemination, I would still say this channel Degree in Marketing Communications in England. Upon my is the first port of call, I mean, we now see a situation where return, I worked with Arise Magazine and NN24 as I set out to many traditional platforms pick their breaking news from digital garner experience within the media space. AT3 Resources as an channels. idea was birthed in 2012 as my personal vision to provide boutique strategic communications services to local and global corporates Her assessment of and forecasts for the IMC industry, in and High Networth Individuals. However, I found a more general, and the PR sub sector, in particular, in 2021 compelling opportunity to work with the doyen of Marketing; Dr Some forecasts have predicted continued turbulence and Biodun Shobanjo whom I had admired for many years. I couldn’t downturn for the industry due to the unpredictable economic let that opportunity pass. So, I joined the Troyka Group – Heading landscape; the pandemic has also reshaped the operations and the Client Service department of The Quadrant Company and direction of businesses in particular and the country in general. rising through the ranks till I became the Chief Operating Officer Within the Integrated Marketing (IMC) space all you need do is of what had become QuadrantMSL a member of the Publicis to imagine as an example, what could have happened to outdoor Group. This role exposed me to the opportunity to advise some of assets and the companies that had invested in them when the largest global and local institutions and brands across a broad everyone was on lockdown; obviously budgets would have had to spectrum of sectors, ranging from Microsoft/Nokia, Google, Dell be re-appropriated. Digital platforms and TV would have become in Technology, to Coca-Cola in the Food and beverage sector, more important channels to connect with target audiences to British Airways in Aviation, Skye Bank/Polaris Bank in the since we were all at home. I already spoke about the disruption Financial sector to, Procter and Gamble and Phillip Morris in within the experiential and events space, which was one of the FMCG’s amongst many others. I must especially recognize and most affected; so, no doubt loss of revenue borne out of reduced appreciate the mentorship and support of Dr. Biodun Shobanjo consumer spending is the order of the day. We all just need some who I had the opportunity to work closely with at various times ingenuity now on how we can continue to connect our brands and unless you don’t know him you must agree with me this was to their audiences and keep them engaged with none or minimal the greatest privilege. contact. That is the only way we can continue to thrive as an So back to AT3, by the time we started fully just over 3 years industry. ago, it was important to us that we didn’t try to become everything to everyone; we were quite selective about the briefs we took on On her agency’s strategic offerings to its clients this year and that paid off somehow as our work was allowed to speak for From inception, we have always sold ourselves as the go-to-people itself; we never made promises we couldn’t keep and corporates to support your brand in your quest to connect. This connection and brands began to notice. We have since created a niche for can be made either through storytelling; we are great at developing ourselves within the corporate space having worked for brands content which your target audience can relate to; we also use like Polaris Bank, NIBSS, Crown Flour Mills, NESG, Olam, events as a platform to engage, even though most of our events are Radisson Blu, Swift Networks and many more. A year ago, we now virtual we make sure we keep you engaged throughout and all were signed on by SIEMENS and our most recent win in 2021 was of our work can only be expressed by the platforms and channels being appointed as the communications partner for Facebook in we choose to deploy to. All of this we apply our experience and Anglophone, West Africa. We are quite proud of our progress even expertise to give our clients the best. Our offerings from last year if we say so ourselves. are not different from this year. On her agency’s competitive edge over other PR What her agency is doing to up the ante in its operations agencies: and deliverables this year: Beyond creativity, service excellence and integrity that I believe Our major selling point is in our resources. So, we continue to look every service provider must have at the minimum; we tell anyone out for young, bright minds, with or without experience, we are listening that a promise made is a promise kept. We keep our happy to train really enthusiastic, bold and courageous people who promises. are ready to learn. Also, we ensure we keep abreast of technology and tools that make us execute and measure our work properly. Talking about herself: Tosin is a corporate executive and business leader with over 25 Where she sees the PR industry in the foreseeable years of multi-sectoral experience in Nigeria. She has led and future: delivered outstanding business results in financial services, print/ The industry is still very fragmented but will continue to evolve. broadcast media and marketing communications industries. The digital revolution will continue as there are still many Her unique background straddles multinational and growing opportunities unfolding; innovation is unending as we can see local commercial business contexts. Apart from her business with the social media platforms. On the part of clients, they also development and relationship management expertise derived better understand the importance of PR as a tool to influence, from frontline roles in major industries, she has built very sway perception and create their desired reputation. The most strong networks in the public and private sector, engaged at important thing for practitioners on their part, is to understand board level whilst serving in key operational capacities. She the value they bring to the table so they stop accepting anything increasingly derives personal fulfillment working on impactful that is thrown at them. I tell my team, listen, no one needs to social investment projects with a number of not -for-profit kowtow to anyone, respect must be mutual and reciprocal so your organizations. That is my corporate profile client or prospect must see the value you bring to the table. This . can only be through constantly seeking knowledge to remain on
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where we are giving reasonable discounts for campaigns and a special combination RipMark Digital Media creates package for agencies that are willing to partner with us for the long term while first-ever, truly In-Mall Digital offering them the flexibility of material change. network in the South East and Who are the intended advertisers? All advertisers whose strategies involve an attractive environment or tactical targeting around our geolocalised database: Delta, Delta States Imo, Enugu, Anambra and Abia states. These advertisers often include Media Buying Agencies, Advertising Agencies, Anaeto Adebayo is the Executive Director at RipMark Digital Media, a topnotch travel agencies, real estate agencies, retail digital marketing agency in Nigeria which prides itself in connecting its clients’ chains, or brands organizing an event in a businesses in ways that make it (RipMark) an integral part of their organizations city. For example, we have worked with an Energy firm wishing to target these areas in order to bring out the best in Conversions. In this exclusive interview with due to its new office developments. The MARKETING EDGE, he speaks about the agency and its unique offerings advertisements displayed the development’s name and location. There are no technical programmatics prerequisites for advertisers: generally speaking, they provide a budget, et’s start with some history a time period and an idea of the campaign. on RipMark Digital Media. Finally, they provide creative, which are When was it founded, what adapted for our displays. was its original market focus and how has it evolved? Why is In-mall digital screens RipMark Digital Media was birthed in 2019. Marketing receiving so much LOur parent company, Oleeve Nigeria has attention recently and how does been in the advertising servicing industry it play into the larger Digital since 1988. Oleeve Nigeria is arguably Marketing ecosystem? one of the biggest Large Format Printing Marketing to modern consumers has Equipment and Materials Company in become increasingly difficult in recent years Nigeria and Ghana. As a major downstream amidst ad fatigue and blockers; but Digital player in the advertising sector, it was only Screens give marketers new, more targeted essential that it gives birth to a Digital ways to reach their audience at the right Media and Advertising company to play and place at the right time, not to mention that compete fairly in the Digital Advertising it’s immune to ad blockers. This is in part field. why it’s an effective way to advertise. Right now a huge number of OOH businesses are converting their inventory from static to Why did you focus on the South East digital. and Delta? Another factor driving interest in the We saw a compelling, unique opportunity medium is the availability of data feeds to create a first ever truly In-Mall Digital Would you say that the COVID-19 and out-of-the-box APIs. They’re allowing network in the South East and Delta State pandemic has redefined the Digital creative teams to create and deliver some which did not exist. From our due diligence, Marketing profession and business pretty incredible campaigns that drive these states have the malls as their primary in Nigeria? action with fewer technical barriers. With points of recreation, relaxation, shopping, Sure, it has. Advertisers are keen on out-of-home inventory now also quickly thrill and fun seeking all rolled into one selecting Media that convert and can being integrated into DSPs all over the for all age groups. It is common to hear influence the decisions of the customers. world, we’re seeing a lot of marketing residents say, “Let’s go to Shoprite (as the Media that engage with the target audience teams from traditionally web and mobile malls are commonly called) for outing”. At and prompt them to take a decision: buy backgrounds opting to integrate DOOH least 1 out of every 4 persons in these cities, a product, subscribe to a service, install into multichannel campaigns. Then there visit the mall once every month. an App or even listen to a new music. are a handful of smaller trends contributing With budget cuts and very tight profit to the rapid rise of out-of-home today. It’s What is your network strength margins, any advertiser would just reassess definitely a market to keep an eye on. currently? their advertising plans to make sure it’s converting optimally. We are currently in 5 Malls in 4 States with Does RipMark Digital Media see a network of 12 screens. We have 2 screens continued growth in its future? each at Delta Mall Warri, Delta State, Asaba How well is your agency supporting Would you expect the growth to be Mall, Delta state, Owerri Mall, Imo State, your clients through this period? Abia Mall Umuahia, Abia State; while we We are well aware that almost every sector organic or do you see yourselves have 4 screens at Palms Polo Park Mall, is seriously hit during this pandemic period making additional targeted Enugu State. We are currently looking at the and hence the goal of every one including acquisitions? Onitsha Mall in Anambra State to complete our clients is to bounce back and recoup We have an aggressive growth strategy our presence in all the malls in the South losses. To this end, we are very flexible plan and will certainly consider potential East and Delta. Our screens are strategically with our clients and patient with them in acquisitions that complement our current located at the highest points of traffic in the financing of their campaigns on our target market. As we expand and update our these malls, making it a hard-to-miss part screens. Currently, we are running plans technologies, information on our web www. of the mall. called PANDEMIC RECOVERY PLANS ripmark.com will be updated.
112 MARKETINGEDGE / March/April 2021 COVER INTERVIEW
Driven to push for more - Emma Agu
Emmanuel Agu is the Group Marketing Director of JOTNA Nigeria Limited, a group of companies which comprises The La Casera Company PLC, a leading beverage company; Prima Corporation, a manufacturer of preforms and caps in West Africa; Engee Pet Mfg Co. which produces the most consistent quality or food grade bottle resins; and Gilon Group, a global distributor of raw materials. Since he got in the saddle a JOTNA, Emma has soldiered on in the charge of his responsibility of leading a new Marketing team of the group. We constantly adapt our essence to In this interview, he goes down memory lane on the 20-year-old brand, the accommodate upcoming generations, fresh company, the CSD segment of the Nigerian FMCG industry; and takes a look at trends and cultures to stay relevant. We are the future. able to do this because we are constantly listening to our consumers.
How will you assess the brand contains 5% Real Apple Juice Concentrate As a future-fit brand, what would you positioning of La Casera over the years? with 100% Real Apple Taste for everyone say stands La Casera out of the pack? La Casera was launched in November 2001 to enjoy. We are constantly speaking to what as the first Apple CSD; also, as the first our consumers want in very creative, What informed La Casera new look CSD in a PET Bottle. It was launched to innovative ways and also delivering top initiative recently? provide on-the-go apple refreshment to the quality Apple Refreshment always. active upward mobile Nigerian pursuing In commemoration of our 20th Year their hustle. Over the last 20 years it has Anniversary, we decided to refresh the What major brand building initiatives remained true to this; even now with the brand’s look and feel; giving it a new look would you say La Casera has carried Fresh Vibes Campaign, it is still about that. that better encapsulates the essence of the out to distinguish it as one of the brand brand i.e. Energy, Fun & Excitement. heroes of the new normal? How will you assess competition in its This launch of a new label with Due to the economic challenges, things market segment? the bottle as the Hero affords us the have been really hard for people in The Apple CSD Category is growing with a opportunity and creates that Fresh Vibe to recent times everywhere in the World few other players coming to join the game positively impact perception and attract but particularly for people in Nigeria. As which is a welcome development because the teeming Younger Gen Y, Gen Z and a brand that has a heart for people, La this only goes to show that our insight was Gen Alpha. Casera has only tried to do its own part in spot on. With more players onboard, we as trying to help with making things better How will you assess target audience La Casera are only more driven to push for and giving recognition to people who response to the latest effort? greater in every way. showed impeccable character in the face The campaign was insight driven as all of the storms. That was the focus for the Who will you say are the major our campaigns are and it is tracking as was initiatives that we championed during competitors in this market? forecasted at the testing phase. So we are the months of the COVID pandemic and For us, we think our competition is any in a good space. throughout 2020 like the La Casera Heroes other brand or product that provides top Campaign and This is Not a Full Stop What is the brand’s creative philosophy quality refreshment on-the-go and also Campaign; Campaigns; these helped to over the years? anything that our target consumers can further endear us to our customers and buy with the same amount of money they The brand has been around for 20 years Nigerians in total. would normally spend to get the Apple but what has kept us going is the fact Refreshment of La Casera. So, we have our that that we have stayed true to our How has La Casera been responding to work cut out for us but we at La Casera like essence which is to bring Fun, Energy the paradigm shift in the age of the new challenges. and Excitement to the Lives of our Target normal? Audience; this is the bedrock of all we do. We are watching, listening and constantly What is your brand’s unique selling adapting to stay relevant to our consumers. points? How has this creative philosophy The Consumers are King La Casera is Great Apple Refreshment that evolved over the years? .
MARKETINGEDGE / March/April 2021 113 COVER INTERVIEW
Positioned to create things that delight and surprise the world
JustBrandIT Limited began operations in August of 2015 as a print production believe. outfit, and later evolved to be a 360 Creative Agency with core competencies in developing Corporate Visual Identity Systems (CVIS), Concept Generation Are there any CSR activities you and Brand Management. have on board? Built on four pillars which are: Brand Communications (360 Marketing & Oh yes. Corporate responsibility is a top priority for us at JBI. Advertising); Print and Fabrication; Design as a service (Tech Innovations); We have quite a number, actually, but Promotional and Corporate Gift items; the values which the agency shares are we’ll share with you soon, the current one, embodied in what goes on at JustBrandIT day after day. upon completion. With a vision, “to build a creative institution that contributes one way or It is actually the biggest thus far. the other to businesses globally, exploring best practices and innovative ways to summarize brand’s product and services to suit and capture their target Any new normal in your sector(s)? audience”, the agency After the COVID 19 hit and the lockdown, continually focuses on Innovation, Excellence, Quality Production and all economic sectors have restructured, Prompt delivery. reinvented and repositioned the way of In a brief chat with MARKETING EDGE, Mr. Akinwande Durojaye, the doing business. The creative industry was Founder/Managing Director of the agency spoke about its successes within a also not left out. New business models have emerged. There are now better few years of operation; he reviews the industry and takes a look at the future. opportunities to explore. New skills are also erupting, so also is the value of collaboration. The new normal I can say, is a better hat successes has with our vision, is strategically poised to use of technology, mind blowing creatives JustBrandIT made innovatively contribute to businesses, and innovative ideas. They say the C-19 of the vision and driving them to individual successes, which is only speeding up the inevitable, so mission? in turn will then culminate to an enabling therefore, accepting the calling for a new JBI has recorded numerous successes ecosystem. future is the goal. andW still counting. Asides our prestigious clientele whom we offer services across our How is your company positioned in What are the innovative steps the four pillars, our team (the disruptive tribe) this market? company has taken so far in adapting is a perfect mix of Gen X, Millennials & At JustBrandIt, we are a trailblazing tribe to the new normal? Gen Z, which means that we can boast of and we are positioned to create things that One of our pillars in JustBrandIt is diverse industry/consumer knowledge & delight and surprise the world. Technology Innovation; so, you can trust Experience. Again, our goal is to providing value to that we’ll clothe ourselves gloriously. Our strategic location, as well as the our clients by proffering solutions to tackle niche we are currently carving, will set us business problems. One of our approaches What are the strategies JustBrandIT up for even more success. is the comprehensive analysis of brand has adopted towards making the from a consumer point of view and business future-fit? How will you assess the Nigerian providing a perfect picture of how their As I’ve mentioned earlier, the new future is business environment? business goals can be achieved. the goal. We self-assess ourselves and align Nigeria, currently recognized as the giant Ours is a unique story of a tribe, our processes and work, to future value. A of Africa, has her economy being faced thriving in a Creative Nest. great team will always crave work that is with several challenges not limited to poor Our distinguishing attributes are what fuelled by purpose; hence we are building electricity, multiple tax system, inadequate stands us out. a coherent sense of identity and purpose, financial services, unfavorable policies, etc. fostering a sense of connection within. We These and many more affect businesses, What competitive edge do you have will keep building our brand resonance and thereby becoming the survival of the over your competitors? remain focused on our dream. fittest. Hmmmn... I’ll say we are futuristic in By the way, have you seen our work Whilst the Government is doing our approach, design and strategies. With space yet? We are the definition of future their best to fix this, JustBrandIt, in line JustBrandIt, there is always a reason to fit!
114 MARKETINGEDGE / March/April 2021 COVER INTERVIEW
Akinwande Durojaiye is an information and communication expert. He obtained a degree in Information and Communication Engineering from Covenant University, Akinwande Nigeria. He is the founder and Managing Director of JustBrandIt Limited, a creative branding and digital marketing/advertising agency that has worked with Durojaiye clients like Uber, Lagos State Government, Oracle, Google, British Deputy High Commission, Microsoft, Airtel, etc. Akinwande is also a multi-faceted serial entrepreneur, investing in petroleum, Founder/MD, logistics, food, and transportation. Among the companies which he has birthed are FixMyRide, a fleet management company which manages different taxi hailing platforms and houses an auto workshop for vehicle repairs, maintenance JustBrandIt.Ng and servicing; 708, a service delivery and consulting company with special focus on general merchandise supply; and ShomoluErrands and Logistics, a dispatch courier company that does logistics solely within the Shomolu area of Lagos state. This entrepreneurial genius is also a co-founder of FueledUp, a technology- driven company where customers request for fuel and cooking gas delivery via an app thereby eliminating the need to stop at Gas stations and, LashBells Food Company, a local snacks production and packaging company that packages traditional local snacks and ingredients for sale, both locally and internationally. His business ventures employ over 300 staffs and about 210 contracted drivers. Combined, all his companies are self-sufficient and they have a turnover of not less than $1.2 million each year. In recognition of his role as one of Africa’s brightest young leaders, and successful entrepreneurs Akinwande was listed under the Forbes 30 Under 30 list for business in 2018. Before going into entrepreneurship, Akinwande had experience working in the public sector, as he was a media personnel in the office of the Deputy Speaker of Nigeria’s Federal House of Representatives from 2013 to 2016. He enjoys fashion and travel.
MARKETINGEDGE / March/April 2021 115 COVER INTERVIEW
Creative agencies have now moved beyond just advertising to facilitating value creation for the client’s business – Tunde Shobanjo
How do you think the COVID-19 pandemic Tunde Shobanjo is the Head of Business/ Chief Operating Officer, Leo Burnett has redefined the Creative Advertising Lagos, one of Nigeria’s fastest growing agencies based in Africa’s most vibrant profession and business in Nigeria? city, Lagos. He is a high-performance leader with more than 15 years in COVID-19 is changing consumer behaviour – the service industry and a passion for defining, developing and executing a and, therefore, advertising. We have come to see business vision, ensuring that all people and processes are in place to support that wherever consumer behaviour has shifted, the strategy and deliver results. advertising spend has also adjusted in response. An accomplished, productive professional with broad marketing, client As confinement measures were introduced relationship management, business and brand development, research and worldwide, things such as out-of-home and marketing experience, as well as knowledge of shopper marketing, digital cinema advertising shrank almost instantly; print advertising also fell. It simply makes little sense for communications and the ability to advertisers to spend on media with no audience. develop and maintain mutually beneficial internal and external Before the pandemic era, Advertising was relationships. already based on performance, as clients were He speaks extensively about the agency and the industry, both now and in continually tracking marketing efforts against the future, in this interview with MARKETING EDGE performance objectives. A year after working through the pandemic era, benchmarks have become even more ROI based. Creative agencies are forced to think beyond just advertising to facilitating value creation for the client’s business - from start to finish. Close attention to understanding the client’s pain points present massive opportunities to create, deliver and capture value. Agencies that fail to adapt and offer more value risk going out of business in the long run.
How would you describe the new normal in Creative Advertising practice in Nigeria? Adaptability and evolving skills are two things that currently describe the new normal in our practice. For some agencies, what the rest of the world have termed the “new normal” already existed before COVID. People worked remotely; however, since COVID, more agencies have become adaptable, growing in leaps. Media consumptions have improved, especially on mobile. However, the “new normal” has created some behavioural shifts. One thing we can probably all agree on is that the media industry may never be the same, and we’re experiencing a sea of change both in how content is produced and consumed - and intelligent advertisers are stepping up and adjusting to the quickly evolving times. The new normal in the Creative Advertising practice demands self-direction and a thirst for making big decisions quickly. Digital capabilities have to be a watchword for all practitioners. There is also ow is your company coping in this a need for empathy as people’s lives have been turned upside down - not just consumers but employers. Younger employees are sitting pandemic period? at home working on client briefs, talking on zoom calls and dealing One thing holds for us - People come first; therefore, with the pressures that come with it. our agency shut down two weeks before mandatory There’s a new onus on collaboration between creatives around shutdowns for our employees’ safety. Being digital the world. Virtual collaboration has become very crucial in these natives made the transition less complicated for us times. As everything around continues to evolve, the best that to adapt to a new work-from-home reality. It also allowed us to get H agencies and brands can do is adapt and cater to the emerging a jump on the work from home transition, so as the rest of the world trends while maintaining a solid connection with clients and made the switch, we were already settled and ready to help our consumers. clients as they went through their transitions.
116 MARKETINGEDGE / March/April 2021 COVER INTERVIEW
How does your company’s positioned? philosophy of HUMANKIND impact What is your assessment and We’re currently positioned as a boutique its performance in this pandemic forecast for the Creative Advertising agency, differentiating us from the period? industry in 2021? traditional full service agencies - we’re HumanKind™ is more than just a philosophy. Predicting the future can feel particularly focusing on niche clients, offering It’s our DNA. It’s not just about customers or daunting after the year we just had. Our specialized services to suit their specific consumers; we start with people and their business changed dramatically in 2020, needs. behaviour. And we use all our intelligence, and clients will want partners who are We’re constantly leveraging design thinking, digital innovation, and accountable for their business. Being “Humankind” - our DNA and platform for people experience capabilities to shape personally invested in the client’s success is Consumer Marketing, Strategy, Experience that thinking into behaviour and business- an art that advertising professionals have Design and Implementation which are our changing solutions. come to take for granted. key levers for differentiation. At Leo Burnett Lagos, we believe that As consumers embraced digital channels creativity is the most powerful business at an unprecedented scale and expected Has the advent of the new normal today - and the pandemic further consistent brand messaging across the affected your positioning? validated this thinking. In an increasingly board, the ability to reach audiences Absolutely. The new reality has inspired commoditized world, creativity is the most across traditional and digital media has us to become more adaptable, focused, significant competitive advantage for our become paramount to every ad agency. future thinking, and data driven leveraging clients and their brands. Our ability to use The pandemic has expedited the ‘do or die’ technology and data to deliver optimum, the HumanKind™ playbook to mind map need to create a compelling 360 degrees of and informed solutions to our clients. our creative thinking process into crafting consumer experience. original, disruptive, transformative ideas is Clients will be increasingly looking As a company, how do you hope to rooted in a deep understanding of human for consolidation of their marketing up the ante in your operations and behaviour. This proprietary tool challenges spending with fewer partners - for cohesive deliverables this year? old thinking by framing key issues to messaging and better efficiency. For Recruiting the best talents, evolving our help us solve. It’s what we bring to every companies like Leo Burnett Lagos that ways of working, and leveraging our business problems. We started life as an have capabilities from long term brand- “glocal” competencies to deliver real advertising agency, but we’ve completely building and traditional advertising to measurable value to our clients’ businesses. transformed our business. We embrace digital and experience, 2021 will be full of We are well aware that Clients are going technology as a critical enabler of creativity. opportunities. We are focused, therefore, to to need big ideas that truly integrate their We’re continuously innovating to build new work closely with our clients, partner them communications and distil their brand services and capabilities to deliver unique in their digital transformation journey and, purpose, and we are not afraid to be solutions for our clients, especially in these in the process, open up many new revenue bullish and make a compelling case for difficult times. streams for ourselves. communications deeply influenced by the brand’s ultimate customers’ needs in the What are the current strategies How well is your agency supporting ‘new normal’. It’s not going to be a time to being deployed by your company your clients through this period? be timid for us. to drive its revenue streams and With the pandemic still around and the growth? How impactful have the economic outlook in Nigeria gloomy, we What are the unique selling points strategies been? owe our clients the responsibility to help of Leo Burnett? One of the key strategies we have applied to them find creative solutions to the problems Our founder was an extraordinary leader. accelerate business growth is to specialize they face. Beyond being agile to react to Leo Burnett founded the company in the by identifying key industries and focusing ever-changing competitive environments, middle of the Depression, when every media pundit was betting against him. But he succeeded magnificently, challenging the artifice of Madison Avenue with his insightful, warm and very human style of advertising. Time Magazine named him one on core service offerings. Also, clearly we must stay conscious of the broader of the 100 most creative people of the 20th understanding our clients’ business and trends taking place as the pandemic century. His imprint on culture and business issues allows us to engage with far more influences the way consumers behave by was profound, and his values, beliefs and clarity and create more impact and growth ensuring our engagement activities are ambitions are hardwired in our agency. opportunities. At Leo Burnett Lagos, we relevant. The HumanKind™, philosophy which think ahead of the clients’ vision and make We have also supported our clients guides our company today, is a direct conscious efforts to focus on the long-term through content reimagination. For us, manifestation of Leo Burnett’s view of brand building when creating solutions. it was about What content could we people and ideas. We believe every company has a story help clients refresh, reuse, repurpose or We’re famous for our culture. People to tell. When your agency can genuinely re-imagine? often tell us how warm, open and humble understand your client’s business story, We have also realized the priceless Burnetters are. But it’s our ability to you can engage their audience with far value and importance of partnerships. combine that “down-to-earth-ness” with more clarity, impact and opportunity. This Overall, collaborating effectively, with trust incredible ambition, a deep sense of is the kind of thinking that has led to the and respect, has been the foundation for purpose, genuine respect for each other, recorded positive trajectory. This is the kind success. constructive risk-taking, and an openness to of thinking that has led to the recorded continuously change and innovate that we positive trajectory. How is the agency currently believe sets us apart.
MARKETINGEDGE / March/April 2021 117 COVER INTERVIEW
member of the Association of Advertising Agencies of Nigeria (AAAN) on November 30, 2017 as the first advertising agency in Abuja-FCT and the 19 Northern states. Since that time till now, Eagleserve has been doing highly impactful creative works for both private, and public organizations as well as NGOs. These include but are not limited to OSGF, UNESCO, NNPC, Panabiz, EMBEE & Partners, Banrut Rolls Nig. Ltd, Hypo, Indomie, Tetra furnishing, Sole Planner Property Consultants Ltd, Gassim, FEPER, Index food industry Ltd, and FCT Health Insurance Scheme. Within the less than five years of its existence, Eagleserve already has two other sister agencies and an NGO. One of them is Dabira Outdoor Media, a data driven creative Out-of-home agency focused on the Northern parts of the country. The second is the 213 Abuja Property Hub which is a property marketing agency focused only on Abuja; while its NGO is christened The Hedge Foundation (THF) which was lunched late 2020 as its CSR arm to mark its fourth anniversary. It is platform for promoting and advancing the social inclusion and development of vulnerable persons in Nigeria. Significantly, in 2020, Eagleserve was recognized, awarded and celebrated as Outstanding Young Creative Agency of the Year by MARKETING EDGE. This was later followed by the Best Agency of the Year conferred on it by Brandcom. In the words of its Managing Director/ Chief Executive Officer is Prince Shola he whole world would not Rotimi, “Eagleserve is a place where ideas, forget in a hurry that 2020 mined from data, is beeing ratcheted came with great hope and simultaneously at 360 degree to change countless promises; but the public perception about brands”; adding, year got re-defined, right “Eagleserve is configured to diagnose and from its first quarter by the Coronavirus prescribe reliable solutions that would global pandemic; and lives and businesses be displayed on graphical dash boards, Thave never remained the same since then; with quantifiable and measureable results and may not be the same again, ever! Eagleserve for its clients”; and concluding that “The The Nigerian socio-economic ecosystem agency’s unique selling proposition (USP) has not been left out; and the integrated lies in its intriguing insight (eagle eye) as marketing communications landscape has Consultants a research centered branding outfit with been involved, just like every other sector. proficiency in discerning the imperceptible While some businesses became weak or factors that constitute every brand’s equity; weakened, and many actually kissed the and distilling marketing information canvass, yet others waxed and are waxing Limited: through the prism of deep perception. stronger and are riding the storm, steadily. Like an eagle, the agency is positioned as One such agency that is still on its the medium through which individuals’ feet, standing tall and sailing smoothly is Standing and corporate organisations’ voices Eagleserve Consultants Limited, a leading could easily be heard from afar, through marketing communications agency, based adequate brand relationship management. in Abuja-FCT with its tentacles spread Tall, Sailing Our clients benefit from getting better across the 19 Northern States of the understanding on how to implement Nigerian federation. successful and quantifiable marketing Eagleserve was incorporated on Smoothly projects that delivers expected results” October 10, 2016 and became a corporate .
118 MARKETINGEDGE / March/April 2021 PROFILES
MEDIA EDGE – Creating new pathway for ideas solutions
EDIA EDGE is one of Nigeria’s burgeoning GenZ full integrated marketing communications group specializing in: Brand Development; Media Planning and Buying (on-line and off-line); Brand Identity; PR; Direct Marketing/Brand Activation; and Syndicated Staff Training Rooted in and propelled by such CORE VALUES as: Integrity; Excellence; Creativity; MSimplicity; Empathy; and Dexterity, the Company has as its edge “Going the extra mile in creating competitive advantage for our clients by employing global standards in the delivery of marketing support and public relations services”. Over the years, MEDIA EDGE has handled clients that cut across various sectors of the Nigeria economy. They include, but are not limited to: Amber Energy Drinks; Reals Pharmaceutical; Promasidor Nigeria Limited; Grand Oak Limited; OAAN; Ekiti State Government amongst others. Driving the ship of the agency as its key navigators are Dotun Adebowale and Clement Omemu as Executive Director and Executive Creative Director, respectively Dotun, a registered advertising practitioner is a quintessential client service professional with over 30 years’ experience in marketing communications. He worked on several blue chip businesses like Coca-Cola, Unilever, Guinness, Etisalat, Cardbury, BAT, First Bank, Nigerian Breweries, SAB Miller, Airtel, and many others. The agency is fully fortified with skilled man-power in all the key areas of Integrated Marketing Communications sector. The agency, headquartered in Ikeja area of Lagos also prides itself as the power- house of ideas with so many innovative products aimed at creating requisite value for all stakeholders.
LimeLight Media imeLight Media is an emerging media independent radio jingles for broadcasters, the internet and individuals it agency in Nigeria. It provides strategic media planning produces commercial jingles for advertisers and ad agencies, solutions backed up with thorough media research for its promo and thematic music for TV, and custom music for client’s businesses and equally ensures a steady Return on corporate clients. Investment (ROI) on any approved media spend. Printing – Being a a full-service, commercial, sheet printer that LThe agency’s proficiency over the years has made it an specializes in offset printing, It also has the experience to cover extension of its clients’ marketing communications unit because of any of its clients’ commercial printing needs, with capacity to our understanding of the market drivers, the consumers and their make displays and print on various formats and materials, such as media consumption pattern. canvas, fabrics, and vinyl. As such, numerous clients have employed its services to Among its client, at present, are Society for Family Health remarkably make huge differences on their businesses and to reach (SFH) , Creative Associates International Inc, Luminous Inverter, the desired target audience professionally and effectively. Nigerite Limited, Aircomfort Chairs and VDT Communications LimeLight Media’s competencies include, but are not limited Limited. to: Leading this budding agency is Taiwo Kareem, a seasoned and Media Planning – Leveraging innovation, it connects brands top-notch media professional with an extensive knowledge in the with the right audience at optimal costing; deploying right development and execution of media engagement, his wealth of message, at the right time, within the vehicle while targeting the experience in media cuts across managing and planning activities right audience for various brands category. for an assortment of various communication vehicles for clients in Media Strategy – It recommends data-driven media strategy Nigeria and across West Africa. that puts a client brand ahead of competition and helps it to stay Before starting his own agency, Taiwo, as he is simply called, relevant in today’s competitive environment worked with Stirling Health (Now GSK), TBWA, Noah’s Ark Digital Marketing – It is digitally inclined with trend-spotting Communications, and Media Mast, to mention a few. He is always and generating buzz that will engage and connect a brand with the bold to declare his agency as “the ground for brand building” right audience. . Media Management – With many years of providing insightful, Analytical, Post campaign Analysis, Accurate media buying measured with justifiable eye balls to many clients in various categories, a client’s media management and marketing communications project gets well handled by LimeLight Media’s team with utmost transparency. Radio Jingles and production – With specialization in musical
MARKETINGEDGE / March/April 2021 119 COVER ‘Na brand wey support us we go patronize’ sustainability initiatives by prioritising social My thoughts on 2021 consumer action that will help consumers achieve more sustainable lifestyles. marketing trends – Lekan Lawal The moon is the new earth The coming generation of consumers do not know the difference between physical movement sweeping through Nigeria and the and virtual, all thanks to the pandemic and world have all re-prioritized consumer wants the fact that 85% of consumers now own a smartphone, daily routines such as learning, Passion, profit, volume and shopping, working exercising and socializing values are now done on an internet-connected According to data gathered by Euromonitor device. Augmented and virtual realities International, consumers are now conscious have helped consumers form a new habit as of eminent social issues that need urgent convenience is now the new normal. The up- attention. It is instructive to note that and-coming generation knows only that kind consumers are now shifting responsibilities of convenience. 60% of consumers within the and trust to brands to protect their health ages of 15-29 have the highest rate of VR/AR and wellbeing, to actively contribute to usage, this means that they rely heavily on socio-political causes and issues, be socially digital tools to conduct day-to-day activities. responsible to the communities which they The rate is going to be higher for the up-and- operate from. The roles of Ca-covid and coming generations who will be exposed to GAVI in the current pandemic are recent only that kind of convenience. examples It is also instructive to note that ‘Me’ time consumers will only resonate with brands These flexibilities emphasize on the fact rial and error who are aligned with their social or political that consumers are always busy and need a The global economy is still values confirming the notion that consumers ‘me time’ because managing work, school, in a limbo as markets and will buy from brands who are known to social and personal life can be difficult. businesses are grappling protect the interest of the society. Multitasking is not giving room for personal with the consequences of the Consumers want purpose and value- life, that is why 50% of consumers choose the pandemic while recession has become a driven brands rather than profit and volume- ‘time for myself’ amongst the top three life familiar guest of many countries across the driven brands, that is why you will find a priorities. Brands that are interested in giving Tworld. The unintended consequences of the generation Z saying ‘na brand wey support value over volume should have this in mind pandemic are what will shape trends and us we go patronize’. The ENDSARS and BLM when developing products or services. impact the socio-economic status of first protest accentuate this fact. three quarters of 2021. Here are my thoughts: Can I eat my cake and still, have Brand activism it? Impact Investment The distrust from citizens of their Despite the pandemic, consumers are It is important to establish that the battle governments has led to global protests and tired of sitting at home, they are constantly for the soul of the consumer will shift from rebellion with examples from Europe to Asia searching for outdoor activities, brands that the ground to the mind. Brands will make is a sign that consumers have become even can provide an outdoor experience for a very visible but unusual decision of not to more aware, more rebellious. This portends change of scenery and enable connection ‘sell’ but to register their impact to revive that brands and businesses will have some whilst disconnecting the crowd would be a humanity. In the second quarter of 2020, very restless and vocal consumers to deal win. the notion of impact investment and impact with. The way out is for brands to respond by economy began to take center stage with listening and giving them a voice (especially On a final note: businesses focusing on investment that will the most vulnerable ones). When the past and current crops of Bank directly contribute to the advancement of The younger generation of consumers are MDs consider the value and valuation of humanity. In other words, brands will begin willing to do everything to right the wrongs fintech brands and products such as Paystack to deliberately invest in impact. of the older generation, as they constitute and Flutterwaves, I wonder what goes on 75% of the total pollution; they are thinking in their mind. Similarly, there is a silent but New news sustainability so that they can leave a better rapidly emerging sector called tech creatives; New “news” are the fads. The consumer climate for the coming generations. 64.3% they will be a force to reckon with in 2021. has new priorities, new values, they are of consumers are fighting for the reduced m778ng . passionate about new things, and therefore, use of plastic, propagating recycling to their buying decisions are now inspired reduce land and water pollution and carbon Lekan Lawal is a marketing differently. The sources of these changes emissions. Environmental activism is communication, business development, are not unknown to everyone; aside the driving consumers to call for a lesser plastic sales, and marketing expert. He is the pandemic, youth unrests, and the populist society. Purpose-driven brands are pushing founder of m778ng.
120 MARKETINGEDGE / March/April 2021 BANKING & FINANCE AfDB approves $320,000 for gender digital financial operations in Nigeria, others
Cabo Verde, Ghana, Guinea, Gambia, as compared to the global average of 9%. Guinea Bissau, Liberia, Mali, Niger, To address this challenge, it is imperative Senegal, Sierra Leone and Togo. that gender is mainstreamed across all The grant will be disbursed through the functions but more so at the level of policy Africa Digital Financial Inclusion Facility, a and regulation. blended finance vehicle, supported by the The project is aligned to ADFI’s Bank. strategic goals including its cross-cutting Speaking on the grant The ADFI focus on gender inclusion, as well as the Coordinator, Sheila Okiro, said: “With a Bank’s Ten-Year Strategy, Gender Strategy secretariat comprising all the 15 ECOWAS (2021-2025) and to the Integrate Africa frica Development Bank (AfDB) central banks, WAMA plays a pivotal role High-5 strategic focus. Board of directors has awarded in the consolidation and implementation The Africa Digital Financial Inclusion a grant of $320, 535 to the West of strategic financial inclusion objectives. Facility (www.ADFI.org) (ADFI) is a pan- AAfrican Monetary Agency to mainstream ADFI and the WAMA project team will African instrument designed to accelerate gender in ECOWAS’ core digital financial work closely with other ecosystem players digital financial inclusion throughout services (DFS) regulatory frameworks. in the region to ensure harmonization of Africa, with the goal of ensuring that an The funds will support a gender gap efforts for maximum impact.” additional 332 million Africans (60% of analysis of several WAMA strategies The project has the potential to raise them women) have access to the formal including those for financial inclusion; 35% women’s participation in digital financial system. ADFI’s current partners gender disaggregation data analytics; financial market operations in the region, are the French Development Agency digital payment services and infrastructure; which has a higher gender disparity than (AFD); the French Treasury, Ministry of and digital identity. other parts of the continent as reflected Economy and Finance; the Government The project, to be executed over a three in its Gender Development Index of 0.825 of Luxembourg’s Ministry of Finance; the year period, will potentially affect 350 versus the African average of 0.871. Bill and Melinda Gates Foundation; and million people in all 15 ECOWAS nations: According to the 2017 Findex report, the African Development Bank, which also Nigeria, Benin, Burkina Faso, Cote d’Ivoire, Africa has a gender-inclusion gap of 11% hosts the fund.
other projects such as Growth Mosaic, Fidelity Bank launches fund to support Innohub and Hope Academy and for contributing to capacity building of these young entrepreneurs and startups young entrepreneurs, thereby helping to impact the economy positively. idelity Bank Plc has launched the “Over the years, we have contributed Fidelity Young Entrepreneurs to the development of entrepreneurs in the Fund (FYEF) in a bid to support areas of fashion, technology, foodservices, Fexisting businesses and startups by young agriculture, agro-processing, health entrepreneurs faced with difficulty in services, transportation, water sanitation categories: Companies that have been accessing finance, harnessing social and hygiene,” he added. operational for at least two years and have impacts potential, and building capacity. This initiative and more further exhibited a steady flow of revenues/ sales FYEF also seeks to guide youths on how to elaborate Fidelity Bank Plc’s “Together and profit; Startups in their first stage of scale up their business ideas. We’re More” brand promise and its operation established with personal funds According to Julian Opuni, Managing reiterated support for young entrepreneurs. as capital, whether in investment or assets Director, Fidelity Bank Ghana, the The leading bank views success as a and have been operational for at least six initiative is in line with the bank’s move to collaborative effort among key stakeholders months. provide innovative funding options and working together towards a greater good. Highlighting more on the project, other forms of relevant support to young Other initiatives that center on the Director of Commercial & SME Banking, entrepreneurs in the country. well-being of the young people are the Fidelity Bank, Linus Kumi, stated: “We “The initiative underscores our Orange Corners Innovation Fund, which recognize the difficulties that young commitment to empowering young was introduced in 2019, in collaboration entrepreneurs face in growing their entrepreneurs and businesses to be with the Kingdom of the Netherlands and businesses and it is important that we take a catalyst for social and economic executed by MDF West Africa to raise a different approach that enables these development in Ghana.” access to affordable credit facility to young young people to achieve personal and She further explained that the business operators, promote growth and economic development.” programme was mainly introduced for contribute to the sustainability of young Kumi also appreciated FYEF’s for those involved in the following business entrepreneurs’ ecosystem by leveraging on initiating such strategic partnership in strategic partnership.
MARKETINGEDGE / March/April 2021 121 BANKING & FINANCE
be collected on behalf of MNOs directly CBN, NCC, Telcos agree on new from customers’ bank accounts. Banks shall not impose additional charges on customers for use of the USSD channel. USSD service charges A settlement plan for outstanding payments incurred for USSD services, he Central Bank of Nigeria (CBN), previously rendered by the MNOs, is being Nigerian Communications worked out by all parties in a bid to ensure Commission (NCC), and the that the matter is fully resolved. Ttelecommunications companies have MNOs and DMBs shall discuss and agreed on new pricing of Unstructured agree on the operational modalities for Supplementary Service Data (USSD) the implementation of the new USSD services. The development came about pricing framework, including sharing of as a result of the meeting chaired by Application Programme Interface (APIs) Honourable Minister of Communications to enable seamless, direct and transparent and Digital Economy, Dr. Isa Ali Ibrahim Chairman, Body of Bank CEOs) and the customer billing. Pantami. sector regulators – Central Bank of Nigeria DMBs and MNOs are committed to According to a joint press statement (CBN) and Nigerian Communications engaging further on strategies to lower cost signed by Osita Nwanisobi, Head, Commission (NCC). and enhance access to financial services. Corporate Communications, CBN, and After comprehensive deliberations With the above resolutions, the Dr. Ikechukwu Adinde, Director, Public on the key issues, the meeting agreed on impending suspension of DMBs from Affairs, NCC, the Mobile Network a resolution framework acceptable to all the USSD channel is hereby vacated. Operators (MNOs) and Deposit Money parties. Therefore, DMBs shall no longer be Banks (DMBs) have had protracted Effective March 16, 2021, USSD disconnected from the USSD channel. disagreements concerning the appropriate services for financial transactions The general public is reminded that USSD pricing model for financial conducted at DMBs and all CBN – licensed the USSD channel is optional, as several transactions. This resulted in the institutions will be charged at a flat fee alternative channels may such as mobile accumulation of outstanding fees for USSD of N6.98k per transaction. This replaces apps, internet banking and ATMs may be services rendered leading to the threat of the current per session billing structure, used for financial transactions. service withdrawal by the MNOs. ensuring a much cheaper average cost for The CBN and NCC shall continue to Represented at the meeting were customers to enhance financial inclusion. engage relevant operators and stakeholders the various MNOs, Association of This approach is transparent and will to promote cheaper, seamless access Licensed Telecommunications Operators ensure the amount remains the same, to mobile and financial services for all of Nigeria (ALTON), Association of regardless of the number of sessions per Nigerians Telecommunications Companies of Nigeria transaction. . (ATCON), DMBs (represented by the To promote transparency in its administration, the new USSD charges will Ecobank Nigeria unveils Super Rewards Scheme, 50 customers to get N25k weekly
n a bid to reward customers’ loyalty, Ecobank Nigeria has unveiled the Super Rewards Scheme, which gives I200 of its customers an opportunity to earn different cash gifts monthly, with four of them becoming millionaires at the end of the four months campaign. Head, Consumer Banking, Ecobank Nigeria, Korede Demola-Adeniyi, who announced the commencement of the campaign in Lagos, said, “the scheme is designed by Ecobank to reward customers’ loyalty, explaining that 50 customers with the highest deposit will be rewarded with cash prizes worth N25,000 weekly. The
122 MARKETINGEDGE / March/April 2021 BANKING & FINANCE campaign runs between March and July 2021”. CBN, NIBBS partner to launch Demola-Adeniyi mentioned that participation is open to both new and existing individual customers of the Bank, quick response code to boost adding that, this is the perfect time to open an Ecobank account or reactivate and fund a dormant account to qualify for financial inclusion the reward and enjoy a first-rate banking experience. “Fifty (50) customers with groundbreaking solutions in this regard. the highest deposit will be rewarded with She added that: “The CBN in response N25,000 every week. And four customers to these market developments released with the highest deposit and transaction the response to development released the value within the campaign duration will be framework for QR code payments for Nigeria rewarded with N1 million naira each”. in January 2021, as part of efforts to further Commenting on the dynamics of deepen the adoption of electronic payments in the scheme, Head, Consumer Banking, the country.” Ecobank Nigeria, Daberechi Effiong, said he Central Bank of Nigeria (CBN), The “The framework stipulates acceptable “the conditions to qualify for the scheme Nigeria Interbank Settlement System standards for implementation and are simple and easy to ensure both new Plc (NIBSS) and all Deposit money banks interoperability roles and responsibility of T participants for QR code schemes in the Nigerian and existing customers participate and get (DMBs) have collaborated to launch the NQR, rewarded”. a Quick Response (QR) Code-driven payment system amongst others. The NQR payment According to her, “new customers solution to aid financial inclusion in the country. solution coming soon after the QR code are expected to open an account with a The solution is an indigenous QR code framework would bridge an urgent gap within minimum of N5,000 and maintain the platform introduced by NIBSS as an alternative Nigeria’s fast evolving payment landscape. deposit for a 30-day period”. to existing payment solutions such as the “It would unify QR code schemes across She also noted applies to existing point of sale (PoS). However, this solution does the country, offer a robust payment platform customers, who only need to fund their not come with the cost implications of a PoS that delivers instant value from p2b and B2B active account with a minimum of N5,000 machine, but involves contactless payment transactions and a more improved customer or reactivate their dormant account with needed during this pandemic era. experience. The scheme would also allow a minimum of N5,000 and maintain In addition, the solution would provide a a more convenient and integrated process the deposit for a 30 day period. Other “touch-free option of receiving and making leveraging Application Programming Interface conditions she noted are listed on the payments for goods and services by simply (API).” Ecobank’s website, she also explained that scanning to pay. She further said this would reduce the cost customers can withdraw funds from their Speaking at the virtual launch, the Deputy of financial services, deepen financial inclusion account during the campaign period but Governor, Financial System Stability, CBN, and grow economic and business activities will only be qualified for the reward when Mrs. Aishah Ahmad, stated that introducing to increase payment activities and merchant they maintain at least a balance of N5,000 the product was timely, adding that it would outlets. in their account. continue to put Nigeria’s payment system on the The CBN as the regulator of the banking Mrs. Effiong further said “the global map. and payment system is committed to providing beneficiaries of the reward will be Ahmad said the Nigerian payment system an enabling regulatory environment that announced every week on different has evolved significantly over the past decade ensures interoperability, proper market platforms, including the Bank’s social with widespread technological advancement conduct and continued innovation within the media handles like Facebook – @ supported by deliberate enabling regulation financial services ecosystem to foster healthy EcobankNGR, Twitter and Instagram – @ which has facilitated the growth and competition, high quality services and financial ecobank Nigeria and direct communication proliferation of innovative financial products, inclusion. to customers”. services and channels. Also speaking on the collaboration, the She also stated that the bank will also “Indeed, Nigeria has leapfrogged a number Managing director NIBBS Mr. Premier Oiwoh send congratulatory SMS/email to the of advanced economies in the area of financial said: “The financial service industry in Nigeria beneficiaries of the reward. She further innovation.” has grown immensely and the trajectory over explained that a customer can be rewarded Covid-19 pandemic has also accentuated the years has been tremendous but it is time more than once. “However, they will be the situation with more opportunities for to do more as our industry does not respect required to make additional deposits and financial institutions and other players within foundation but it only respects innovation.” fulfill the other conditions for eligibility.” the payment ecosystem to innovate and provide “This is a critical time that calls for She advised those seeking further enquiry more options for payments and settlements. transformation by innovation. And as we to do so via the Bank’s social media Globally, there has been a major shift from position ourselves ahead of the curve, our job platforms and contact centre contact to contactless options with a number is to ensure that the industry thrives and stays . of countries like China, Thailand, Malaysia, innovative is the most reliable vehicle to ensure India, Singapore, Ghana and Nigeria pioneering this”.
MARKETINGEDGE / March/April 2021 123 BANKING & FINANCE
trillion to N2.92 trillion. This was achieved while maintaining a stable and low overall NPL ratio of 4.29% (2019: 4.3%) across the entire portfolio and an increase in the cost of risk from 1.1% to 1.5%, reflecting the elevated risk environment in 2020. The Group recorded impressive liquidity and capital adequacy ratios of 66.2% and 23.0% and remained above regulatory thresholds of 30% and 15%, respectively. Consistent with this superlative performance and in recognition of its track record of excellent performance, Zenith Bank was voted as Bank of the Year (Nigeria) in The Banker’s Bank of the Year Awards 2020, Best Bank in Nigeria in the Global Finance World’s Best Banks Awards 2020 and Best Corporate Governance ‘Financial Services’ Africa 2020 by the Zenith Bank’s shareholders Ethical Boardroom. Zenith has recorded a lot of successes approve N94.19 billion dividend in its 2020 financial year, as it has emerged as the Most Valuable Banking Brand in Nigeria, for the fourth consecutive year, in the Banker Magazine “Top 500 Banking enith Bank Plc., a leading translated to a corresponding increase Brands 2021” and Number One Bank in multinational financial service in retail deposits and loans. Thus, retail Nigeria by Tier-1 Capital in the “2020 Top provider based in Nigeria and deposits grew by NGN612.7 billion from 1000 World Banks” Ranking published by ZAnglophone West Africa, has released NGN1.11 trillion to NGN1.72 trillion The Banker Magazine. Similarly, the bank its audited financial results for the 2020 year-on-year (YoY), while savings balances was recognised as Bank of the Decade financial year during its 30th Annual significantly grew by 88% YoY and closed at (People’s Choice) at the ThisDay Awards General Meeting. NGN1.16 trillion. 2020, Retail Bank of the year at the 2020 Shareholders of the bank solidly This retail drive, coupled with the low- BusinessDay Banks and Other Financial approved the proposed final dividend interest yield environment, helped reduce Institutions (BOFI) Awards, and Best of N2.70 per share, bringing the total the cost of funding from 3.0% to 2.1% and Company in Promotion of Good Health dividend payment for the 2020 financial reduced interest expense. and Well-Being as well as Best Company in year to N3.00 per share with a total value However, the low-interest environment Promotion of Gender Equality and Women of N94.19 billion. also affected the net interest margin, which Empowerment at the Sustainability, Though there was a challenging declined from 8.2% to 7.9% in the current Enterprise and Responsibility (SERAS) macroeconomic environment worsened year due to the re-pricing of interest- Awards 2020. by the COVID 19 pandemic, the Group’s bearing assets. Operating costs grew by gross earnings rose by 5% to N696.5 10% YoY but are still tracking well below billion from N662.3 billion reported in inflation which at the end of the year stood the previous year, with an 8% growth in at 15.75%. non-interest income from NGN232.1 Although returns on equity and assets billion in 2019 to NGN251.7 billion in 2020 also reduced from 23.8% to 22.4% and from and a 1% increase in interest income from 3.4% to 3.1%, respectively, the Group still NGN415.6 billion in 2019 to NGN420.8 delivered improved Earnings per Share N billion in 2020. (EPS), which grew 10% from NGN6.65 to Similarly, profit before tax (PBT) NGN7.34 in the current year. increased by 5%, growing from N243.3 The Group also increased corporate billion to N255.9 billion in the current customer deposits, which alongside the 94.19 year as a result of a blend of growth in growth in retail deposits, delivered total the topline and a significant reduction in deposit growth of 25%, close at N5.34 interest expense. trillion, and drove growth in market share. Interest expense reduced from N148.5 Total assets also increased significantly by billion billion in 2019 to N121.1 billion in 2020, 34%, from N6.35 trillion to N8.48 trillion. significantly increasing the net interest Despite the COVID-19 pandemic income from NGN267.0 billion in 2019 to and its associated challenges, the Group dividend NGN299.7 billion in 2020. managed to create new viable risk assets The Group’s increased retail activities as gross loans grew by 19%, from N2.46
124 MARKETINGEDGE / March/April 2021 IT & TELECOMS
that largest sub-sectors in Q4 2020 are crop production at 3.68%, crude petroleum Telecoms sector as major and natural gas at 8.2%, trade at 14.9%, telecommunications & information services at 12.45% and real estate at 5.7%. driver of national economy In a similar vein, the NCC report further revealed that the telecommunications sector has, in the last five years been a major driver of the digital economy agenda of the Federal Government, as “it has continued to provide the needed digital sinews that support the economy, especially during the COVID-19 pandemic and its attendant restriction period”. The Commission explained that it has put a number of regulatory measures in place to ensure seamless access by Nigerians to telecommunication services, including protection against any adverse impact on the quality of service enjoyed by consumers. “The steady growth of the telecoms sector over the years with its pervasive positive impact on all other sectors of the economy in terms of increased automation n a pandemic-stricken global business disruptions. It was also reported that whilst of processes and digital transformation in environment, the ability to possess the oil GDP growth rate went deeper into service delivery has been remarkable. The fact-based strategic foresight, deliver the red at -13.89%, the non-oil sector, growth trend since 2015 has reawakened Isystematic exploration of new growth boosted by the positive growth of 18 hope that the economic diversification opportunities and to institutionalise a sectors compared to 13 sectors in Q2 2020, dreams of the country may finally be a continuous drive to improve internal outperformed it with GDP growth rate of reality as the sector continues to energize business practices is more important -2.51%. significant economic activities in the than ever. Put simply, a sterling business In line with the aforesaid prediction, services sector of the economy,” the performance in any sector of the economy the latest report by the Nigerian Commission stated. is capable of lifting a country from Communications Commission (NCC) has Under the leadership of its Executive economic recession. shown that Nigeria’s telecommunications Vice Chairman (EVC), Prof. Umar Garba A recession is usually characterised industry is one of the sectors whose Danbatta, and through its effective by a state of negative economic growth performance lifted the country out regulatory regime, the Commission spanning up to two consecutive financial of recession in the fourth quarter of reported that telecoms investment grew quarters. Traditionally, economists define 2020, contributing 12.45% to its Gross from about $38 billion in 2015 to over $70 a recession as two successive quarters Domestic Product (GDP). In addition, billion currently. It added that broadband of decline in the growth of the Gross the most recent data released by the penetration increased from 6% in 2015 Domestic Product (GDP). NBS showed that telecommunications & to 45.02% at December, 2020, indicating Going by the National Bureau of Information Services under Information that 85.9 million Nigerians are now Statistics’ (NBS) report, Nigeria slipped and Communication grew by 17.64% in Q4 connected on 3G and 4G networks which into recession in November 2020 for the 2020 from 17.36% in Q3 2020 and 10.26% provide enhanced high-speed Internet second time in four years, blaming it on in Q4 2019. that has continued to boost efficiency and COVID-19 pandemic and a slump in oil Since the outbreak of the pandemic, increase productivity across the economic prices, even as the country’s economy government institutions, businesses and spectrum. shrank two quarters in a row amid individuals have relied heavily on telecoms Recent statistics show that between contraction in its oil sector. Prior to the services to carry out their daily operations 2015 and December, 2020, active voice recession, Nigeria’s inflation rate rose to and official routines. subscriptions have increased from 151 14.23% in October 2020, the highest in 10 In the latest NBS report, agriculture, million to 204.6 million, with teledensity months, and a condition economists refer industries, and services sector, under standing at 107.18%, while basic active to as stagflation. which telecommunications is categorised, internet subscriptions grew from 90 However, experts hinted during the contributed 26.95%, 18.77%, and 54.28% million to 154.3 million during the period. same period in review that Nigeria had respectively. The NCC report is a pointer Whether the telecoms sector is going to good prospects to recover from the to the fact that telecommunications, trade, remain a major driver in Nigeria’s economy recession, predicting that the country’s services and crop production are the main will be seen in coming months. economy would resume growth in Q1 drivers of Nigeria’s exit from recession. or Q2 of 2021 in the absence of any new Specifically, the NBS report showed
MARKETINGEDGE / March/April 2021 125 IT & TELECOMS
in their bank accounts without requiring an Automated Teller Machine (ATM) or ATM card. The service utilises a secure gateway that protects customers against fraudulent transactions and requires transaction validation using their bank PIN. Commenting on the expansion, Chief Executive Officer, Y’ello Digital Financial Services, YDFS, Usoro Usoro said, “We all must play our part in the Federal Government’s financial inclusion drive, which we know is essential for every Nigerian. With this, more MoMo users can walk up to the nearest MoMo Agent to withdraw cash from their bank account without visiting a bank or an ATM.” With the cardless cash withdrawal MTN MoMo expands its cardless cash service, MoMo Agents’ sustained innovation aligns with the Central Bank of withdrawal service to over 20 banks Nigeria’s (CBN) financial inclusion target of 95% by 2024. Launched in 2019, MoMo Agent obile money service provider, Initially exclusive to Access Bank, expanded its financial services in 2020 for Y’ello Digital Financial Services, the service has now been extended to underbanked and unbanked communities has announced the expansion of include First Bank of Nigeria, Zenith Bank, to include bill payment, cash deposit and Mits MoMo Agent cardless cash withdrawal GTBank Plc, United Bank of Africa and withdrawal, data and airtime purchase and service to over 40 banks and other financial other tier-one commercial banks. bulk disbursement services. Customers on institutions nationwide, providing seamless Using the service, customers can visit the MTN network can dial *223# to locate financial solutions to more people. MoMo Agents nationwide to access funds the nearest MoMo Agent. 9mobile launches 4G LTE service in Ibadan
oised to empower residents of 500 valid for seven days, and 3.5GB free Ibadan to achieve more as they data for streaming for the first 7days upon leverage the 4G-grade quality of purchasing data plans of N1, 000 and Pinternet connectivity, 9mobile, one of the above. leading telecoms firms, has deployed its 4G Customers interested in calling can dial Long Term Evolution (LTE) network in the *244*1# for the new MoreCliq offer and ancient city. make calls for 11k/sec,” Stjepan said. With the new development, 9mobile’s Speaking further on the launch, 4G LTE, which is currently available in Stjepan assured Nigerians that 9mobile many cities across Nigeria, will enhance will continue to expand its nationwide the experience of using all data-powered 4G coverage while constantly building services and apps in Ibadan and open a innovative ways aimed at improving the world of opportunities for residents of the lives of Nigerians. city. and we are excited to add the historic “We are committed to making 4G Speaking on the 4G launch, Chief city of Ibadan to the growing list of cities service available to more cities across the Commercial Officer, 9mobile, Stjepan already enjoying our 4G LTE network. We country. 9mobile is becoming Nigeria’s Udovicic, said with the launch of the appreciate customers believing in us and network of choice for effective and reliable 4G LTE service in the city, 9mobile will having us as their network of choice. We 4G. We will continue to support Nigerians empower more people and businesses will continue to provide them with the to realize their full potentials,” he added. by enabling them to achieve their full most innovative services and world-class With the launch of the 4G service in potential through technology and superfast 4G network”. Ibadan, 9mobile customers can now enjoy connectivity. It will fuel community To enjoy our brand new 4G network the most optimized wireless 4G broadband advancement through technology in in the area, new customers can enjoy and smartphone experience anywhere in Ibadan. extra value data plans including 2GB Ibadan. 9mobile also recently activated the “We are pleased to empower Nigerians plus free social media at N500, valid for city of Ilorin on its 4G network. with world-class internet connectivity, three days, 7GB plus free social at N1,
126 MARKETINGEDGE / March/April 2021 IT & TELECOMS
2020, a 15% increase on the same period the previous year. Apple bounces back as global The company also shipped its most iPhones ever to distributors in a single smartphone leader ahead of quarter, at 81.8 million, according to research published by Singapore-based Canalys late last month. By that measure, Samsung Apple has outperformed Samsung on fourth-quarter sales since 2017. For Apple, the last three months of the pple, a multinational technology year are often its strongest, as it usually company, has bounced back to its introduces new iPhones in September, position as a global smartphone though this was delayed last year until Aahead of Samsung, having experienced a October, due to disruptions of supply chain huge quarter for the first time in 5 years, caused by the coronavirus pandemic. due to Surging iPhone sales in the final Samsung, on the other hand, usually three months of 2020 which pushed the updates its flagship Galaxy S phones in global brand up as the world’s biggest February, which helps to contribute to a smartphone maker, according to new much stronger first quarter performance research. for the brand, but this year, the company The launch of the 5G iPhone 12 announced new models sooner than was series boosted its record to double-digit expected with a month earlier. growth in the fourth quarter of 2020. Apple’s double-digit sales growth Apple surpassed Samsung to retake the was achieved despite a shrinking market. No. 1 global smartphone vendor spot (see Global sales of smartphones slipped Table 1). The last time Apple was the top 5.4% in the fourth quarter, according to smartphone vendor was in the fourth Gartner, amid rising unemployment and quarter for 2016. weaker consumer spending because of With the launched of its 5G in mid- the pandemic. Smartphone sales declined October, Apple sold nearly 80 million 12.5% in 2020 compared to the previous smartphones in the final three months of year. Glo propels Nigeria’s telecoms growth in 2020
ccording to the latest data Globacom which ended 2019 times faster than the 3G network. This published by telecom industry with 28,934,439 subscribers moved to enabling subscribers to download ultra- regulator, the Nigeria 40,106,659 at the end of 2020 to record the high definition videos in seconds. ACommunications Commission (NCC), most growth at 39%, while MTN gained Also with its relentless investments in also reinforced by the data released by 21% growth in its data users last year to robust infrastructure across its operating the National Bureau of Statistics (NBS) come second. Airtel occupied the third markets, Globacom has successfully which showed that the growth in Nigeria’s place with 20% increase. built a unique network, through which telecommunications industry in the third On the contrary, 9mobile had its subscribers have been delighted with quarter of 2020 was led by Globacom. reductions in the number of customers unique calling experiences Globacom, telecommunications giant surfing the net on their network during the . and popularly acclaimed ‘Grandmasters of period. It ended the year with 12% loss. data’, recorded a 39% growth in its internet Over the years, subscribers on the Glo subscriber base in 2020, thus supporting network have been enjoying instant and substantially the 12.45% telecoms efficient internet connectivity which is contribution to the Gross Domestic powered by the huge capacity international Product (GDP), which got Nigeria out of submarine cable called Glo 1. It boosts recession. international connectivity in Nigeria, in The Company added a total of addition to enhancing the provision of 11,172,220 new data subscribers, services to telecom end users. representing 39% growth between There is also Glo 4G LTE, which, December, 2019, and December, 2020, according to telecoms industry experts, is which is higher than the 22 percentage the country’s first nationwide 4G network growth recorded in the sector in the year coverage, offering instant efficient internet under review. to millions of Nigerians at speeds multiple
MARKETINGEDGE / March/April 2021 127 CSR Coca-Cola Foundation partners SWEEP Foundation to launch “Waste In The city”
a living from this project”. “It will also help improve the existing collection and recycling systems. A litter-free world is possible and we at The Coca-Cola Company are leading the way to achieve this”, he added. Also speaking on the “Waste In The City” project, Her Excellency, Dr. (Mrs.) Ibijoke Sanwo-Olu, the First Lady of Lagos State remarked; “I am thankful to The Coca-Cola Foundation for supporting this initiative and also creating awareness within the targeted communities in Lagos state.” “I am glad to see citizens of the country ready to participate in tackling one of Nigeria’s major issues as this requires a lot of cooperation to change our nation. I believe the waste management problem can only be solved through collaboration and I am glad The Coca-Cola Foundation and SWEEP are championing this initiative. With initiatives like this, I truly believe Lagos is on its way to becoming waste free”. he Coca-Cola Foundation has partnered with Other notable dignitaries present at the launch event include: Statewide Waste & Environmental Education Project Executive Secretary, Food and Beverage Recycling Alliance, (SWEEP) Foundation to start off its “Waste In The Ms. Arese Onaghise; Representative of the LAWMA MD, Engr. City” initiative across target communities, as part of Akinbulo Ayobami; Director Community Development, Ministry its sustained strategy of fostering a “World Without of Local Government and Community Affairs, Mrs. Sheriffa Waste”. Ewumi-Dosunmu, and Vice Chairman Surulere Local Government “Waste In The City” was officially launched across Area, Hon. Muis Dosunmu. Tcommunities in Surulere LGA, Coker-Aguda and Itire-Ikate Waste In The City is a three-part project encompassing mass LCDAs recently. mobilization and community advocacy, deployment of waste The initiative funded by The Coca-Cola Foundation is collection receptacles and provision of sustainable livelihood for a community-focused project aimed at unclogging blocked community youth within the Surulere LGA, Coker-Aguda and drainages and canals by extracting PET bottles, cans and other Itire-Ikate LCDAs. plastic waste, recycling them through accredited off-takers while The Waste In The City initiative, developed by SWEEP providing economic empowerment for community youth and Foundation and The Coca-Cola Foundation seeks to reduce women. the number of unemployed youths while effectively tackling A total of 100 recycling receptacles and 10 tricycles will be plastic waste blocking the canals and drainages in Surulere. The deployed across these communities to ensure the collected PET initiative also increases awareness through community town-halls, bottles are evacuated in real time to aggregation centers for increased participation of target communities in Environmental recycling. Education town-halls and promotion of sustainable plastic waste Speaking on the initiative, The Managing Director, Coca- management at the community level. Cola Nigeria Limited, Alfred Olajide, reiterated the company’s Since its launch in 1984, The Coca-Cola Foundation’s commitment to ensuring a waste-free world saying: “We want to donations to sustain local communities have reached $1 billion. make recycling more accessible to achieve 100% collection and The foundation offers community support programs that have led recycling by 2030.” to the improvement of the quality of life of communities around “Our goal is to help collect and recycle a bottle or can for the World. everyone we sell globally. To achieve this, we will continue to make Driven by a need to create a better-shared future for the our packaging 100% recyclable and work with varied stakeholders communities we live and work in, The Coca-Cola Foundation’s to ensure the bottles are collected and recycled”. contributions have helped protect the environment, promote He stated the impact of the initiative on the community recycling, empower women and enhance communities around the saying: “We are confident that this project will help communities world identify and better understand how and where to recycle, further . empowering over a 100 women and youth who will be able to earn
128 MARKETINGEDGE / March/April 2021 CSR
British Airways experience. Our brand is built on trust, scientific efficacy and our desire to educate consumers around the world to help break the chain of infection.” Professor James Logan, a member of the London School of Hygiene & Tropical Medicine, said: “Health-based cleaning protocols and additional personal safety measures are one of the critical tools as we all work to re-open business and travel around the globe. We are proud to bring our expertise and knowledge to the COVID-19 response on a national and global scale. At the London School of Hygiene & Tropical Medicine, we are pleased to work with British Airways and RB employees to advise them on the programme.” Safety is at the heart of British Airways’ business. Alongside the introduction of Dettol products at the airport and on board, the airline continues to implement a range of measures that it requires customers and colleagues to observe, which include: Observing government regulations around advice around travel • Asking customers not to travel British Airways partners if they think they have any symptoms of Covid-19 • Wearing facemasks and bringing Reckitt Benckiser to keep enough to replace them every four hours for longer flights • Checking-in online, downloading customers safe a boarding pass to a mobile device where possible for self-scanning at security and ritish Airways has announced In the air, British Airways will be the departure gate that as from March 2021, its introducing a Dettol antibacterial hygiene • Observing social distancing customers would be having access wipe. Each customer will be handed a and using hand sanitisers that are placed to a range of Dettol products, packet containing the wipe as they board throughout airports which are proven to kill 99.9% of bacteria the aircraft. • Asking customers to ensure Band Coronavirus (SARS-COV-2)2 in Carolina Martinoli, British Airways’ they have everything they need from their the air and on the ground. The airline’s Director of Brand and Customer, said: hand luggage before departure, and where updated cleaning protocols using Dettol “As we look forward to welcoming our possible, storing their carry-on bag under products have been supported by the customers back on board, we are proud the seat in front of them London School of Hygiene and Tropical to announce our partnership with Dettol, • Cabin crew wearing Personal Medicine. a trusted and well-known disinfection Protective Equipment and a new food British Airways will be partnering with brand. At the start of the pandemic, service, which reduces the number of trusted and iconic hygiene brand Dettol, we introduced a number of protective interactions required with customers the world’s no. 1 disinfection brand as part measures at each step of the customer • The airline is cleaning all key of its ongoing commitment to helping keep journey, and we think our partnership with surfaces including seats, screens, seat its customers and colleagues safe. Dettol is a great addition.” buckles and tray tables after every flight At Heathrow Terminal 5, Dettol hand Rahul Kadyan Executive Vice President and each aircraft is completely cleaned sanitiser stations will be positioned at of Global Business Solutions for Reckitt from nose to tail every day. The air on all all check-in desks, self-service bag drop, Benckiser (RB) said: “Our collaboration British Airways flights is fully recycled lounges and at departure gates, replacing with British Airways is exciting since once every two to three minutes through the current sanitisation stations with we both share the same objective to HEPA filters, which remove microscopic Dettol products. The airline will also use help protect travellers. This is an ideal bacteria and virus clusters with over 99.9% Dettol antibacterial wipes, cleaners and partnership for RB, and Dettol, to help efficiency, equivalent to hospital operating sprays to keep surfaces clean at the airport drive high standards in hygiene and theatre standards. and in its lounges. reassure consumers they can enjoy the
MARKETINGEDGE / March/April 2021 129 CSR
MTN donates 300,000 Covid-19 vaccines to Nigeria o further boost its support for the fight against the He said: “The donation of COVID-19 vaccines is truly helpful, Covid-19 global pandemic, MTN, Nigeria’s largest and we are grateful. We can only succeed against COVID-19 telco, has donated 300,000 doses of the Oxford- when we fight together. These vaccines will go a long way in AstraZeneca vaccines to the Nigerian government. protecting health workers, who are on the frontline, and need Recall that earlier in January, the MTN Group in all the protection they can get at this critical moment, hence the conjunction with the African Union(AU) had pledged a $25million prioritisation of their vaccinations.” donation for the supply of Covid-19 vaccines to member countries Chief Executive Officer, MTN Nigeria, Karl Toriola, Tof AU to support the fight against the global pandemic. emphasized on the power of partnership and collaboration, According to the foremost telco, the 300,000 doses of explaining that the ongoing threat of COVID-19 required a vast COVID-19 vaccine is in partial fulfillment of the 1.4million doses and accelerated effort by both private and public sectors. designated for Nigeria by the African Union (AU) Toriola said this kind of partnership demonstrated what could A statement issued by MTN on Tuesday titled, ‘First set be achieved when working together for the progress of Nigeria of MTN donation of 1.4 million doses of vaccines received by Africa. Nigeria’, noted that the MTN Group had contributed $25m for His words: “I thank the Nigerian government and the AU for the vaccines, a combination of doses of AstraZeneca vaccines the opportunity they granted MTN to collaborate and contribute from the COVAX facility and from the AU COVID-19 vaccination towards the delivery of these vaccines. We are truly privileged programme. to have been able to play our part in contributing towards the Speaking earlier on Monday at the Presidential Task government’s efforts to protect and save lives Force(PTF) national briefing, the Chairman of the PTF and The latest effort is in line with the foremost telco corporate Secretary to the Government of the Federation, Mr Boss Mustapha social responsibility(CSR) of promoting and ensuring a healthy who confirmed the receipt of the vaccines from MTN commended and safe society. It would be recalled that MTN through its social the gesture. responsibility arm, MTN Foundation, donated several relief and He said: “Yesterday, Sunday, March 21, 2021, the PTF received safety items at the height of the pandemic in 2020 300,000 doses of the Oxford-AstraZeneca vaccines from MTN . Nigeria. This is acknowledged with thanks as we encourage other partners to contribute towards the fight against COVID-19.” The vaccine is expected to be distributed amongst health workers in Nigeria by the National Primary Healthcare Development Agency (NPHDA). The Director-General of the NPHDA, Faisal Shuaib, in his speech commended the MTN Group’s collaboration with the Nigeria government. His words: on behalf of the health care workers, we commend the efforts of the Nigerian government and the AU, as well as MTN for its collaboration. According to Shuaib, the arrival of the vaccines is a major step, and he advocated for more collaborations, imploring organizations to join the drive for the Nigerian people. Also speaking, DG of the Nigeria Centre for Disease Control, Chikwe Ihekweazu, expressed appreciation on behalf of the government.
130 MARKETINGEDGE / March/April 2021 CSR Nimbus Media partners Morainbow Foundation to celebrate 2021 World Down Syndrome Day
s part of her Corporate Social Responsibility (CSR), Nimbus Media Limited, an outdoor advertising agency, partnered with Morainbow Foundation to publicize World Down Syndrome Day (WDSD), which held on the 21st March 2021, using the company’s network of digital advertising screens at shopping malls across Nigeria. AThis year’s WDSD focused on improving connections to ensure that all people with Down Syndrome can connect and participate on an equal basis with others. Awareness for the event started early in March as Nimbus Media showcased models with Down syndrome on digital screens at different shopping malls in 5 states and 8 locations thereby helping to achieve the goals for the year’s WDSD. During a conversation on the success of the event with Tola Makinde, the founder of MSDF, she said: “Nimbus helped in reaching out to literates as well as those in the grassroots area who have down syndrome by showcasing the models which have helped to improve how those with down syndrome feel about themselves, gave them courage and moved them from the stage of denial.” According to MSDF, reviews from parents of persons with Down Syndrome have so far shown that they are traumatized, need maximum support, and this CSR by Nimbus Media Limited helped to catch the attention of parents who have been keeping their children isolated because of how they looked and give them another perspective. The foundation hopes that before the next World Down Syndrome Day in 2022, they would have amplified awareness through their media platform, gained more involvement from government, corporate and private systems to boost outreach through funding, medical support, partnering with UNICEF, USAID, partner with modeling agencies in showcasing down syndrome models, adoption schemes, capacity building and job placement in the communities. This partnership follows the company’s trend of partnering and promoting charities and social causes. The company hosts an annual event called “Nominate a Charity” where the public votes for their favourite charity to receive a month worth of exposure on the company’s network of digital screens across shopping malls in Nigeria.
About Nimbus Media Limited Nimbus Media Limited is an Out of Home media and advertising company based in Lagos, Nigeria. The company is in the business of selling spaces at choice locations with the use of digital screens.
MARKETINGEDGE / March/April 2021 131 APPOINTMENTS Leo Burnett appoints Emily Doskow as Chief Marketing Officer
lobal creative powerhouse, Leo Burnett, has appointed Emily Doskow as Chief Marketing Officer for its U.S operations GIn this role, Emily will report to Leo Burnett North America CEO Andrew Swinand, and joins the leadership team alongside Liz Taylor, Global Chief Creative Officer, and Aki Spicer, U.S. Chief Strategy Officer, to guide the agency’s positioning and product. “Emily has a gift for helping uncover brands’ real needs, navigating change and shaping how they see their future potential,” said Andrew Swinand. “Leo Burnett has always been an agency rooted in the belief that what helps people helps business. We’re thrilled to have Emily back with us to advance this belief to help “I’m incredibly proud to return to Leo Burnett, where my attract new clients that want to be at the forefront of culture.” passion for driving agency growth really began,” said Doskow. Doskow will drive Leo Burnett’s business growth by drawing “More than anyone, Burnetters know what it takes to be both on the agency’s creative firepower, now backed by Epsilon’s robust timely and timeless—helping brands move at the speed of culture data assets, and allowing the agency to understand people at the while also ensuring they stand the test of time. I couldn’t be more individual level. She joins Leo Burnett from Energy BBDO, where excited about what this means for the future of our work with she spent the last three years at the helm of business development, client partners.” architecting the teams and processes that led to significant global- A champion of new ways of thinking, Doskow is keen to scale wins and helping build and market new capabilities to drive continually develop new capabilities in order to drive innovation organic growth. Doskow brings nearly two decades of industry and solve human problems. Doskow takes up the mantle of CMO experience to her new role; prior to BBDO she helped build the as her predecessor, Katie Newman, has been promoted to lead new business development practice for design and marketing firm VSA business across Publicis Groupe’s creative agencies in the U.S. Partners and scale it across their U.S. offices. With the same passion she brings to agency growth for Leo Doskow’s appointment marks her return to Leo Burnett, where Burnett, Emily also dedicates her time to female mentorship, she spent several years leading the Coca-Cola account team— and to organizations like She Runs It, the Chicago Advertising culminating in the brand being named Ad Age’s 2011 “Marketer Federation, the Executives Club of Chicago and Off the Street of the Year”—prior to a successful tenure as VP, Director U.S. Club Growth, spurring the future direction for her career. .
(Solutions Inspired by People) agility and performance Webcoupers appoints Eyitayo Performance model”. driven value for clients, Ajayi’s vast experience cuts Ajayi’s training spans Ajayi as Head of New Business across creating performance- from a CAM Diploma in driven marketing strategies marketing communication and digital solutions for some and Media from Chartered Institute of of Nigeria and international biggest brands including Marketing UK, to an MBA ebcoupers LLC, a Marketing Lufthansa, Heineken, Legend degree in management. He & Technology Consultancy in Extra stout, Huawei Mobile, is also a certified Project WNigeria, and the 1st Google Premier Nestel (Maggi, Nescafe, Manager from CompTIA & partner in West Africa, has promoted Golden Morn), Transsion Scrum Master. its former Business Development Holdings West Africa (Tecno, Manager to Head of New Business & As Head of New infinix and Itel mobile), Media. Business & Media, Eyitayo Malta Guinness, Tiger Eyitayo who joined Webcoupers will oversee the Media brand/Dangote, Mondelez in 2019 as the Business development planning and placement International(Bournvita manager, has been tasked with the team, along with the new & Clorets), Globacom, responsibility of driving business growth through new business business team towards Airtel, Letshego, First-Ally acquisition, strategic partnership and overseeing the design and (Moinnow), and helping several growing the business customer experience across key customer touch points. small and medium businesses portfolio, lead generation Speaking on what informed their decision to expand, to leverage Digital to grow and demand stimulation Cofounder and Chief Digital Officer, Webcouper LLC, Peter their businesses. among challenger brands Ajegbomogun said: “We understand that, this post covid-19 world As a certified project across various growing has posed a lot of trauma on local and international businesses, manager with a deepened hence, we are intensifying our commitment to effectiveness sectors in Nigeria commitment to process . across all of service offerings– using our proprietary SIP
132 MARKETINGEDGE / March/April 2021 APPOINTMENTS
Compliance, for Accra & Kumasi, in July Kantar names Adeola 2013. Nine months after, he became the factory manager at the Guinness Ghana Tejumola to lead Middle Breweries, Achimota Site, in April 2014, a position he held until he was appointed East & Africa business Supply Chain Director, Guinness Ghana Breweries in 2017. take the region to the next level. I wish Graham-Douglas is a trained lawyer, Charles all the best in his well-deserved graduating from the Nigerian Law School as retirement.” a Barrister. She joined Guinness Nigeria in Charles Foster added: “In Adeola I am June 2017 as Corporate Relations Director confident we have a new leader who will with over 20 years of Leadership experience antar, the world’s leading data, insights drive the business forward, and, as we head spanning legal, finance, communications, and consulting company, recently into a new era of growth for the region, will audit and operations across various Kannounced the promotion of Adeola be relentless in pursuing Kantar’s promise industries; and has been instrumental Tejumola to lead the Insights Division of to ‘Understand People & Inspire Growth’. to delivering many successes for the Kantar in the Middle East and Africa region. It has been a true privilege to represent organisation since then. Mr. Tejumola succeeds Charles Foster who, Kantar and I’ve been lucky to have amazing Odusola has over two decades of after more than 35 years with Kantar in the people around me. What a journey I’ve had, leadership experience in broad multi- region, has announced his retirement. and one I hope that will inspire many others functional roles spanning legal practice, Adeola Tejumola is now Managing starting on their first rung in the business. corporate and regulatory affairs as well Director of Kantar’s Insights Division for Truly anything is possible at Kantar.” as commercial legal management. He the Middle East and Africa region. As leader Adeola Tejumola assumes his Middle joined Guinness Nigeria as Legal Director of the Insights Division for West, East, and East and Africa responsibilities effective in November 2014. Prior to that he was Central Africa from 2015, Adeola grew immediately. Charles Foster will remain Senior Manager, Commercial Legal at MTN the business to become a key force in the with the business until April to support the Nigeria Communications Limited (“MTN African Market, achieving high levels of transition Nigeria”). He was appointed the Company expansion and business development. This . Secretary of Guinness Nigeria on 29th success is driven by his renowned client- January 2016, a role he will retain even as he centricity and by the powerful partnerships assumes his new responsibility as Corporate he has cultivated with some of the largest Relations Director. clients and organisations around the world. Odigboegwu joined Guinness Nigeria Adeola is a huge believer in talent as Guinness in February 2019 after leaving Nigerian a key lever of Kantar’s business, and has Bottling Company – NBC (Coca-Cola built a diverse and talented team that drives announces four Hellenic) where she was Head, Litigation innovation and excellence throughout the and Dispute Resolution. She also worked at organisation. Adeola is particularly proud of Executive Level a top-tier Commercial Law firm of Banwo the Africa Life initiative, a unique program & Ighodalo (B&I) where she rose through designed to help clients understand the the ranks to become a Senior Associate fast-changing context of the continent, appointments and Team Leader of the Firm’s Litigation, which has a great impact across sectors and Arbitration Alternative Dispute Resolution nations. oremost brewer, Guinness Nigeria Plc. (ADR) Practice Group, and supported Prior to his work with Insights Division, has announced the appointment of four its Intellectual Property, Energy (Oil & Adeola was a passionate market researcher FDirectors as it re-structures for optimal Gas), Maritime & International Trade, and and leader at both RMS and TNS in Africa performance geared towards long term Corporate, Securities & Finance Practice and Europe. Adeola is a graduate of the growth and competitiveness. Groups. Chief Executive Program of Lagos Business The new appointees are Isaac Tosu; Odigboegwu is a Barrister and School and holds a master’s degree in Supply Chain Director, Viola Graham- Solicitor of the Supreme Court of Nigeria, Marketing Management from University of Douglas; IPS, Reserve and Modern Trade Notary Public for Nigeria, Associate of Surrey, England. (IRM) Director, Rotimi Odusola; Corporate the Institute of Chartered Secretaries and Commenting on Tejumola’s promotion, Relations Director & Company Secretary, Administrators of Nigeria (ICSAN), Fellow Gonzalo Fuentes, EMEA Regional President Chinwe Odigboegwu; Legal Director for of the Chartered Institute of Arbitrators for the Insights Division at Kantar, said: Guinness Nigeria Plc. UK (CIArb), Accredited Mediator of the “The promotion of Adeola to this leadership According to Guinness Nigeria, the Centre for Effective Dispute Resolution, UK role is testament to the skill and success new appointees have solid experience and (CEDR) and Certified Trainer in Mediation he has displayed in Kantar. It exemplifies capacity to drive the long term vision of the and Negotiation of the Bond University, Kantar’s commitment to supporting our foremost brewer. Australia. talented people throughout their career. Commenting on the appointments, Chinwe is a member of the Nigerian In Adeola I am confident that our growth Managing Director of Guiness Bar Association, the Panel of Neutrals of ambitions for Middle East and Africa are in Nigeria, Baker Magunda, noted that the Lagos Court of Arbitration (LCA), the good hands.” the appointments are in line with the Panel of Neutrals and Training Faculty of Kantar celebrates Charles Foster’s organization’s growth strategy, as the the Lagos Multi-Door Courthouse (LMDC), career. Charles is one of Kantar’s longest- appointees have solid leadership capacity Training Faculty of the Negotiation and serving leaders and was instrumental which would be invaluable as we continue Conflict Management Group (NCMG) in growing Kantar in the region from a the process of ensuring our long-term and the Standing Conference of Mediation business of around 20 people to well over growth and competitiveness. Advocates, UK (SCMA). She is a recipient 1,000 employees spanning Africa and the Isaac Tosu was until his appointment of prestigious awards including “ESQ Middle East. In celebrating Charles’ career the Supply Chain Director at Guinness Nigerian Legal Awards, Top 40 Lawyers Fuentes added: “Charles has played such a Ghana Breweries, a role he held for four under 40”. Until her new appointment, she key role in building what Kantar is today years. He joined Guiness Ghana Breweries was the Senior Commercial Legal Manager in the region. This includes creating an as Engineering Manager in 2012. He in the company A-team around him that is now ready to was appointed Head of Engineering & .
MARKETINGEDGE / March/April 2021 133 AUTO NEWS
Assembly Plant in Lagos was part of the Kia unveils 2022 Carnival as new bilateral agreements reached by the State Government and Chinese Investors’ Community when the Governor visited the SUV-inspired minivan with VIP Asian country in November, 2019. The new plant and the taxi scheme will boost socio-economic activities and lounge seating support the development of ancillary enterprises in the transport sector in Lagos state. Speaking on the partnership, the governor of Lagos State, Babajide Sanwo- Olu, noted that in the next 24 months, Lagos would have a jointly-run factory for the production of different classes of brand new cars. His words: “The transport scheme, which is to be known as Lagos Ride, is in fulfillment of our desire to give Lagos residents better transportation choices. The modern ride-hailing service is one of the state government’s socio-economic intervention programmes, which will be professional. Also speaking on the partnership, the Chairman of CIG Motors Company Limited, Diana Chen, pledged the full commitment of the automobile firm to the ia, a leading automobile company, is Carnival is here to disrupt a staid segment agreements. replacing its Sedona minivan with a and proves once again what is possible Ms. Chen, who is also the Vice new SUV-inspired model called the when conventions are shattered,” The Chairman of China-Africa Business Carnival beginning in the second quarter drastic design change is the latest for the K Council (CABC), disclosed that the of this year. minivan segment as automakers attempt automobile firm would sponsor 50 The 2022 Carnival “multi-purpose to compete against crossovers and SUVs students for a two-year engineering vehicle” also known as a minivan, features segments customers have been flocking training in a vocational school in China to new front and rear signature lighting for their space, capability and more rugged strengthen its partnership with the Lagos as well as Kia’s new logo, which was persona. Government. announced earlier this year. It also features After decades of growth and minivans She said, “My teams are ready to a boxy exterior, large front grille and an accounting for about 8% of the U.S. light- work with 100 percent effort to build overall design that looks bolder and rugged duty vehicle market, sales in the mid-1990s GAC Motors in Nigeria in the highest than the outgoing model. to 2000, sales have nose-dived to less than level of a brand. This international joint The vehicle, which was unveiled, 400,000 units in recent years. Much of the venture project will boom Chinese features a host of new safety features as segment’s decline is attributed to the rise business communities both in Nigeria and well as new sliding configurations for the of crossovers and SUVs as well as a stigma China. I assure you that, we will use this second-row seating and an available “VIP of the vehicles being uncool and for “soccer partnership as a best example to introduce Lounge Seating” with power controls and moms.” and promote a greater Lagos where greater leg extensions much like a traditional Sales of the Sedona declined about opportunities abound.” reclining chair. 70% between 2016 and 2020 to only 13,190 CIG Motors Co., Ltd has begun on a Speaking on the unveiling, Kia North vehicles sold in the U.S. soft landing since 2014 following a pact America CEO Sean Yoon said, “The Kia . signed with Guangzhou Automobile Group Co., Ltd (GAC MOTOR) to establish and manage distribution networks in Nigeria, CIG Motors moves to entrench brands Africa. in Nigerian market
ith its proposed plans to its brand of automobiles in the Nigerian partner with the Lagos state competitive auto market. government in setting up an The Chinese firm will establish a Wassembly plant in the state, there are strong Vehicle assembly plant in Lagos state and indications that the Choice International also roll-out 1,000 Sport Utility Vehicle Group (CIG) Motors Co. Ltd, an (SUV) as taxi for Lagos residents. automobile company, is poised to entrench Establishment of the Vehicle
134 MARKETINGEDGE / March/April 2021 AUTO NEWS Volvo cars to be electrically powered by 2030
hina-owned Volvo Cars has disclosed its intention to only sell fully electric cars, with effect from C2030, seeking to cash in on the premium electric car market, the fastest-growing segment in the global market. Volvo says all its models with an internal combustion engine, including hybrids, would be phased out. There is no long-term future for cars with an internal combustion engine,” said Henrik Green, chief technology officer. The 2030 target, he noted, was driven by strong demand for its electrified cars in recent years and a firm conviction that the market for combustion engine cars is a shrinking one. “To remain successful, we need profitable growth. So, instead of investing in a shrinking business, we choose to invest in the future which is electric and online,” chief executive Hakan Samuelsson said in a statement. electric cars, with the rest as hybrids. The China-based Zhejiang Geely Last year, the carmaker launched its Volvo Cars also planned to focus more Holding Group took over ownership of first fully electric car, the XC40 Recharge, on online sales, saying that all fully electric the Swedish carmaker in 2010 from U.S. before setting out to launch its second fully models will only be available online via automotive giant Ford electric model. Care by Volvo until recently known as the . 2025, Volvo Cars said it aims for 50 per name for Volvo Cars’ subscription service. cent of its global sales to consist of fully
Peugeot a first-class brand. According to a reliable source Peugeot launches new logo within the company, Peugeot is doing this to upskill and also make its brand more responsive. The source hinted The new logo is a trans-modern that the idea of a new logo was not just design, having a mixture of modern to create a promotional material from and historical elements of the brand’s it, but also to make a valid statement journey in the automobile industry. designed to put Peugeot into a world- It has a resemblance to the one that class automobile company that will be appeared between 1955 and 1960, reckoned with, by giving consumers a and a coat of arm is used to depict the logo that will create an impression. logo, which symbolises that the brand According to the source, the brand is going back to history and also to wants consumers to expect a world- create a perspective for Peugeot as a class brand that will be creating an timeless brand. The new Peugeot logo emotion round their product, while is distinguished by its royal coat of arm fulfilling its commitment to dishing wrapped around the Peugeot roaring out a pan-Nigerian product, as it lion’s head. continues to reinforce them with a The manufacturing and assembling product of the past and of the future. automobile brand will also be going The source also revealed that into multi-brands such as clothing Peugeot will soon be unveiling its new line and accessories, which is a merger version of Peugeot 308, with the new eugeot, the pan-Nigerian brand between PFA and Fiat Chrysler logo reflecting on it and world oldest carmaker, has Automobiles, to form a new company . Punveiled a new brand identity. being powered by Stellantis, making
MARKETINGEDGE / March/April 2021 135 AVIATION OPINION
TAMUNO KIRI SOCIAL CO-CONSTRUCT: CALL FOR BRANDS TO PLAY A HIGHER ROLE IN SOCIETY
oca-Cola believes that laughter could be very contagious that legendary brands (Iconic brands), offer that platform much possitively. This is why the brand went into a social easier. Consumers forge feelings of social solidarity and create experiment that could serve as a foreground to further distinctive, fragmentary, self-selected, and sometimes transient studies. In a campaign video titled, “Happiness Starts cultural worlds through the pursuit of common consumption with a Smile”, Coca-Cola sets a giggling man loose on all other interests. Both individualistic and collective context cultures tend Cperssengers in a subway train. The result will set you giggling with to find themselves under these leanings. your mobile phone. According to Oetting (2015), in Hubspot “The 20 Most-Shared Service Plan, Coca-Cola’s advertising agency, Benelux in Ads of 2015”, (Hubspot.com), states that all the adverts created Antwerp, Belgium produced this experiential advert as a little impact and received universal appeal as a result of the universal marketing stunt. The man called Gonzales turns moody subway themes deployed. Below are a select few of them: faces into smilling ones, as he boards the commuter train packed The first was from Android: Friends Furever (The commercial with people. He stands in the middlle with earbuds and stares at opens with different species of animals relating together, carrying a tablet . He suddenly starts to laugh. Then he laughs harder and out different activities in pairs). The takeaway is that life makes louder, and just keeps laughing until he ignites a hilarious chain more meaning through socialization and interaction. The second reaction of laughter in the whole train, then Coca-Cola is shared was on Disney Land: Disney Characters Surprise Shoppers/Disney to all. Side/Disney Parks (Shoppers actions were mimicked by mask The question is, why did this experimental act prove so strong wearing casts through a screen mounted at strategic locations at and powerful to have huge effect on total strangers in a train? the parks. The major thrust is that real life influence leads to role Why was a single stranger able to draw the chords that could playing and involvement. Cult brands enjoy this all the time. bind all others together? Are there some very common human The third was on Buzzfeed: Puppy hood/Buzzfeed & Purina (A characteristic that could be explored to pull people across cultures, guy who went to Buzzfeed, ended up buying a little puppy squirting ages, different languages and levels of social standing towards a for attention and care). The emotional connection was “care”. The common cause and interaction? fourth was on Budweiser: Lost Dog/Budweiser (An animal husband The world faces rapid changes where stability and predictability lost his dog which strayed into a face-to-face contact with a wolf, are becoming a fad. Cultural nuances turn to aggression over every but was delivered and brought back home by the man’s horses in inch of brand misdeed in the countries they berth. Culture, language, a stable). The thrust is “Team work and togetherness”. The fifth and other social strands still serve as marketing labyrinth to global was on Ad Council: Love Has No Labels//Ad Council. The thrust is brands in their quest to reach out to new markets. This calls for new that love has no race, love has no disability, love has no gender. No epistomologies and methodologies that can creat better fluidity matter our race or colour, we are all skeletons when we die. What for social interaction and better living. A new framwork that will endures is love. trigger cross-cultural actions that can break human and cultural The theoretical concepts of consumerism, sharing and co- barriers. Consumers are fast becoming individual brands, while creation, support the idea of social co-construct which enables brands excrutiatingly continues to look for ways to appear human. brands to act more transparent, responsible and ethical. The concept All these call for a more participatory society. encourages brand co-ownership with consumers. It also encourages The experimental video by Coca-Cola, calls for deeper studies dialogue rather than monologue in brand communication. Under into social co-construct tectonic plates, where brands have a very traditional marketing brands talked horizontally to consumers. huge and bigger role to play in society. This article is aimed at: Today, personalization imposes the vertical approach which socially and culturally situating this phenomenon of brands having garneres higher consumer confidence, acceptance, adoption, and the ability to influence cross-cultural affinity and social togetherness association. through socially designed slice-of-life advertising content. Marketers who dopt social strategies that translate across It is evident that the vicissitudes of human life are common to multiple languages and cultures, appeal to the cravings of a diverse all. Applying slice-of-life approach in communication, will increase group of people. Adopting universal topics woven around human interest in social interactions among people across all cultures. kindness, love, affection, peace, care, compassion, help to the poor, Presenting images, totems, vageries of culture, acts of kindness, rescue from danger, social virtues; mean more good to mankind. love, peace, teamwork, oneness, gender balance, good deeds; in Such messages cut through cultural barriers, because people across the stories brands tell, will do the world a much larger good. Truth cultures find themselves more often as common denominators is, all the aforementioned human characteristics are common to to these real life occurrences. What affects one, affects the global all cultures. They offer brands the power to dramatically deploy community. humane narratives to tell stories that resonate with people across In summary, humanity is constantly searching for connection, cultures. communication, and socialization; brands are the thread that binds Iconic brands and their origin stories represent world views all together. The adoption of social co-construct in advertising and shared by many across cultures. Most times the success of such communication messages will stimulate oneness of purpose and stories bear on human emotions. This summation authenticates single-mindedness in action. There can be no greater role to play in the view of Vincent (2002) that consumers seek identities to express life by brands than the role to address issues common to mankind their world view despite their individual and cultural leanings, and .
136 MARKETINGEDGE / March/April 2021 BEHOLD....
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MARKETING EDGE ON TV : Promoting the Brand Idea. OPINION Ronan Redmond New media consumption habits and its effect on the future of advertising Extracts from talk delivered to AAAN 2021 Business Outlook webinar
et me just begin by saying that popular programmes and we strategize attributed to new technology and more after four years in Lagos that I digital as well as linear in all of our editorial consumer data. Data is helping advertisers remain even more optimistic plans. When the studio lights are turned and creatives to access insights that were about the future of advertising off and a linear episode ends then we try previously impossible, and that’s leading both here in Nigeria and across Africa. to figure out how to extend that show to a greater degree of personalization in LWith a population of 1.3 billion adults, the online and give our advertising partners advertising campaigns. single largest opportunity for advertising greater reach from their campaigns booked So as business people working in in Africa is the rising consumer market. with us. The positive is that digital for us advertising we must understand that while Where there are consumers then there means more advertiser opportunities for the goals of advertising might remain are advertisers who want to sell and that products and campaigns via online be the same as in times past that there is a should mean more opportunities for all our that: product placement, brand celebrity new order and new entrants are coming respective businesses, shouldn’t it? appearances, greater audience engagement, into our industry offering new services to Those of us in commercial traditional competitions, giveaways, and phone advertisers and to new media consumers. media know only too well that advertisers ins. In this New Digital World there is These new entrants seem better equipped are investing more budgets in new media less regulation and restrictions around to immediately “take the ball and run” in and that of course puts commercial creativity. The only constraint now is to this New Media World. Those of us classed pressure on us. As broadcasters we have deliver quality and engaging branded as “traditional” whether media owner or to better understand these consumers content for a young savvy audience who advertising agency must up skill ourselves of new media and their consumption will not be fooled by overt advertising and to meet these changes. That is fine, I have habits. We know they tend to be among overt sales pitches. no worries with this development, we all the youngest in the World, concentrated Media planning and media buying know that no matter what walk of life we in urban centres, from smaller families, practises will be affected by ad tech and are in that “if we stand still then we are better educated, higher earning and more innovation. As a media owner I have history”. especially digital savvy. They have a to understand that new media innovations We must change with the times if we great affinity for tech and despite a lack are going to impact on media agencies want to remain relevant to new consumers. of access to smart phones and general and I need to make sure I do not lose out. The big advantage the traditional players in poor Internet connectivity they are using Programmatic planning and buying is in advertising have over new entrants is our download sites for access to news and vogue, recently Wavemaker (part of Group heritage and our experiences so let’s not entertainment. Nearly 60% of millennials M) launched MAXIMISE their AI planning be afraid to embrace these very exciting are now using social media for their news tool and a World first being tested in changes and opportunities in advertising. and young consumers want their news Ireland. I must understand how these As I said at the start of this article I remain and entertainment on the go. I believe media planning and buying advancements very optimistic. I believe traditional that all advertising stakeholders will are going to impact on my business and broadcast media still has much to offer have our futures affected by new media my share of advertising budgets. It appears advertisers and consumers and will remain consumption habits. that my commercial airtime will be part of very relevant especially in Africa for a long Media owners appreciate that the an auction and treated as a commodity to time to come. We saw during lockdown convergence of digital and traditional be traded in the cloud, the question then that TV especially FREE TV and radio still advertising is real and is happening right is who do I sell to and how will we better delivers massive and engaged audiences now and we have to act accordingly and engage around creative media solutions? for advertisers. Our challenge is to make indeed many of us do act accordingly. Advertisers and creatives will be the strengths of traditional media work For instance, with dual screen media impacted by new data. There is an in conjunction with the new media and consumption this now means that at TVC abundance of consumer data available. changing consumer consumption habits. Communications all of our broadcast Adverts are going to be personalized content and output must work for a linear further. Much of the changes being Ronan Redmond is the Chief Revenue and digital audience. We take our most brought about with new media is Officer, Media & Advertising, Africa.
138 MARKETINGEDGE / March/April 2021