LONDON INTERNATIONAL AWARDS APPOINTS MARKETING EDGE AS A GLOBAL PARTNER

MARKETINGPromoting the brand idea.: Issue 68, December/January 2021 N2000 US$ 6.5 ISSN 1597-1201EDGE www. marketingedge.com.ng: INSIDE Heineken consolidates media buying AWARD with Dentsu EDITION Procter & Gamble increases marketing spend by $100 million as sales soar 2020 Coca-Cola set to launch paper bottles to reduce carbon in its value chain Nigerian Breweries marks 74 years of brewing greatness AAAN set to hold LAIF awards, calls for entries Publicis Worldwide named lead agency for Heineken Rewarding Brands & Advertising Excellence at a time like this

DOZIE MBANEFO: Consumate adman with style, swag and panache

CONTENTS MARKETING EDGE 52 COVER STORY Address all editoral, business and production correspondences to MARKETING EGDE, 11, Fadeyi Aladura Street, off Balogun Street, off Awolowo Way, Balogun Bus/stop, Ikeja, Lagos. Submissions of manuscripts, photographs, artworks, or other materials to MARKETING EDGE should be delivered by hand or via e-mail to [email protected]. While every effort has been made to ensure the correctness of all information, however, Rewarding MARKETING EDGE is not responsible for advertising, errors or omissions. excellence at a MARKETING EDGE is a publication on the platform of MEDIA EDGE Limited with ISSN 1597-1201. All rights reserved. Reproduction time like this in full or part of any content from MARKETING EDGE without the prior written consent of the publisher is strictly prohibited.

Hot advert lines: 26 FOREIGN NEWS 08023243054, 08023039359, 08066879292 UK ad market to fall by 14.5% this year, not to 10 Local News recover fully until 2022

22 NEWS FEATURE 44 BRAND TO Why global QSR brands WATCH stay ahead of local Amber: operators in Nigeria Outstanding Product launch of the year

56 2020 MARKETING EDGE SUMMIT LECTURE MAKING BUSINESS FUTURE-FIT; THE NEW MARKETING REALITIES FACING BUSINESS AFTER COVID-19 Nigeria

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AGAINST ALL ODDS…

rom the start of 2020 through by 2024. However, the crisis has forced affected, though for obvious reasons, travel March when the coronavirus a rethink, which has led to steep drop in and retail media experienced the worst. pandemic began spreading into advertising spending. Businesses are still finding new ways many markets and countries According to the Interactive Advertising of brand-building and the change in of the world, discussions about Bureau, three quarters of media buyers, people’s media and consumption habits how the pandemic would planners and brands still expect the has forced a rethink of how best to do so. affect the global marketing and advertising pandemic to have a bigger impact on Interestingly, creative brands have found business pervaded the industry landscape. marketing than the 2008 financial crisis. that there has never been a better time to At the end of the second quarter of the year, The COVID-19 situation is pitch ideas that involve real transformation. Fnet investment in advertising in 2020 was unprecedented. In the midst of a crisis of People are more open-minded and projected to be -7.2% lower globally than this magnitude and uncertain nature, it future-fit businesses can only but push 2019. becomes complex for marketers to decide transformation faster. According to the projection, the biggest what’s best for a brand during and after the The COVID-19 spillover to the event losses would be suffered by advertising crisis. There is always the pressure to cut industry significantly affected various in cinemas (-42%), followed by print with back on marketing and advertising activity sectors, particularly conferences and awards a drop of -32%. It was estimated that due to financial uncertainty, supply issues ceremonies around the world. Prior to 2020, OOH will fall by -22% this year because and the perceived risks for a brand to the event sector contributed significantly to advertisers had largely given up on this communicate in a sensitive climate. the economy. In 2018, for instance, business medium (especially during the lockdown) However, business research and and marketing events hosted more than 1.5 due to reduced movement and the marketing literature suggest that brands billion participants across more than 180 decreased number of people it could reach. cutting marketing spending during crises countries, according to Oxford Economics. Although TV viewership increased during hurt their long-term business by an amount Apart from brands, consumers and the state of emergency, advertising on the that outweighs their short term marketing marketing activities, epochal events medium declined and it was predicted to savings. Not only does advertising through that annually celebrate creativity in the fall by -12% by the end of 2020. Investment a crisis make consumers feel positive and marketing communications industry were in radio advertising was also on forecast to comforted by a brands’ commitment to all cancelled or postponed around the world be lower by an estimate of -15% because its products and its clients, it also keeps due to the global pandemic. The Cannes the medium mainly relied on listening the brand in consumers’ top of mind and Lions, an event that began in the 1950s and while driving, and therefore its reach was better prepared when pent-up demand annually draws more than 10,000 people smaller during times of limited movement. re-emerges. from ad agencies and brand marketers Digital formats were the only ones that In the words of McKinsey, “more than from 90 countries around the world to the were projected to be at last year’s level (+ 75% of consumers tried new brands during South of France, canceled its advertising 1%) thanks to greater internet usage by the COVID-19 lockdown. And advertisers creativity conference for 2020. While a consumers, growing e-commerce, and adapted by following consumers, which virtual festival was reportedly considered, shifting marketing budgets to cheaper means prioritising digital advertising. That the organisers decided to close the show for channels, which is typical of any recession. means companies that didn’t adapt their the year and look ahead to the next one in Despite a short-term economic recovery marketing and content strategies during June 2021. They stated that the impact from in the third quarter, the crisis caused by the those times to drive loyalty, risk losing COVID-19 on the marketing, media and COVID-19 pandemic is currently projected customers to brands that did in the post- creative industries required the agencies’ to have long-term effects on society, pandemic era or new normal”. attention elsewhere. business, consumer habits, mobility, media What’s more, as many elements While COVID-19 may have led to usage and certainly on the advertising of human behaviour have changed the cancellation of the Cannes Lions industry. permanently, data that was used previously Festival on the global stage this year, In the advertising industry, there is a to inform advertising and marketing spend the cancellation of Loeries Awards and rule of thumb that ad spend follows any rise is not necessarily going to be useful in the the suspension of New York Festival of or fall in GDP. As global GDP grew over the new normal. The reality of COVID-19 Advertising, etc, MARKETING EDGE, last decade, the global ad market had grown meant that the power of brands to choose Nigeria’s leading brands and advertising with it to around $646 billion up until 2019. where to advertise waned and that the focused publication, championed creativity Before the outbreak of the pandemic, the ad media reliant on advertising suffered on and creative excellence during a time of market was forecast to grow to $865 billion fronts. Analysis shows that all media were crisis and uncertainty in Nigeria Cont’d on pg 8

6 MARKETINGEDGE / DECEMBER/JANUARY 2021

PUBLISHER/CEO Cont’d from pg 6 John Ajayi, fnimn, NGE with IMC professionals featuring as Keynote speakers and brilliant panelists participating from around the world. With the theme - MARKETING EDGE “Making Your Business Future-Fit: The Post-Digital Age Challenge”, the CHIEF OPERATING OFFICER summit, which held on 15 October, a day before the awards night of Brands Amos Oladele & Advertising Excellence, saw IMC eggheads brain-storm over the challenges EXECUTIVE EDITOR Ralph Tathagata facing the industry and proffered practical solutions. GENERAL MANAGER (MARKETING) A few months before this year’s MARKETING EDGE Awards, the idea of Anietie Udoh a sea of important faces from Nigeria’s IMC industry gathering in one spot GENERAL MANAGER (STRATEGY & BUSINESS DEVELOPMENT) to celebrate hard work and excellence seemed farcical. The idea of sitting Mojisola Oluwa-Matesun next to people in an overcrowded auditorium felt dangerous, and thoughts DEPUTY GENERAL MANAGER (MARKETING) of ‘rubbing shoulders’ with everyone weren’t palatable as of June this year, Ogechi Odigbo

when the event was originally scheduled to hold before the outbreak of the ASSISTANT MANAGER, MARKETING pandemic. Oladunni Olaifa But the MARKETING EDGE team proved that creativity requires neither ASSISTANT EDITOR a full-moon nor a comfort zone to flourish. Our publication demonstrated Jolaoso Alabi that genuine and organic creativity uses whatever is around it, reorients WRITER/CORRESPONDENT Kasim Bakare and reinvents it to its best advantage. To the avant-garde team, audacious creativity thrives in constraint and shines amid challenging budgets and REPORTERS/CONTENT WRITERS Zion Rufus, Damilare Tella, Comfort Banjoko, stringent regulation. It sneaks along the cracks in a problem’s defences Moses Godonu, Abimbola Mohammed

and then batters it into submission through strength of will. Creativity, DIGITAL CONTENT WRITER strengthened by purpose, can overturn buildings and overthrow empires. Kingsley Owowo To put it slightly different, in the words of Conny Braams, Chief Digital CHIEF EDITORIAL CONSULTANT and Marketing Officer of Unilever, one of the world’s largest advertising Olayinka Adagun buyers: “Unilever is guided by three beliefs: brands with purpose grow, CONTRIBUTING EDITOR Olopade Emmanuel companies with purpose last and people with purpose thrive. The pandemic will not waiver our commitment to purpose-led business, nor will it change EDITOR-AT-LARGE Baba Awopetu how we position our brands.” REPORTERS/RESEARCHERS A few days before the summit and awards night, a social unrest of Phil Sholapo immense national proportions, fallout of the EndSARS protests, spread CHIEF MARKETING OFFICER across the country with Lagos becoming the hotbed of violence, looting and SOUTH EAST/SOUTH-SOUTH REGION Ebube Otti, 08037102077, arson. Luckily, neither the pandemic nor the EndSARS protest could deter Living Street, Rainbow City, Port Harcourt, Rivers State MARKETING EDGE’s commitment to celebrating hard work and excellence ABUJA BUREAU CHIEFS in Nigeria’s IMC industry. Osho Rotimi, 08057023505, 08038024406 Despite the dark cloud occasioned by COVID-19, there is a silver lining. Dele Ogbodo, 08033055438 According to IMF estimates, forecasts for 2021 are optimistic; the global MARKETING CONSULTANTS economy will recover (GDP + 5.8%), and major sporting events will have a Olawunmi Abiona, Lateef Talabi, Jeremiah Joshua significant impact on the recovery of the advertising industry and ad spend. CHIEF MARKETING OFFICER SOUTH WEST/SOUTH EAST ZONE The data shows that the global advertising market will grow by + 6.1%, but Benedict Oluwadamilare Ajayi

despite the recovery expected in 2021, investments will be lower by $ 9 MARKETING/EDITORIAL RESEARCHERS billion compared to the period before the COVID-19 crisis. Adejumoke Omene Packaged in this special edition are juicy and exciting stories about our COMPUTER EXECUTIVE awardees, their trades and industries, and a comprehensive profile about Senamy Adjagbe their career trajectories. CONSULTING GRAPHIC DESIGNER We also packaged for our teeming readers and well-wishers interesting Eddie Nwayen feature reports and analyses on winning brands and products in the hotly CONSULTANT PHOTOGRAPHERS Dapo Adeseko, Wale Wahab competitive Nigeria market. Similarly, we beamed our searchlight on leading DIRECTOR/COMPANY SECRETARY corporate leaders, outstanding professionals and technocrats who have Modupe Olubunmi Ajayi distinguished themselves. It is a comprehensive two-in one publication that EDITORIAL ADVISERS tells the success story of the real men and women in the Nigerian IMC sector. Dr. Ayo Teriba, Kunle Adesina, Sir Chris Ogbechie, Dr. Ify Uraih, Chuddy Not least on our delightful menu list for our readers in this edition are Uduenyi, Bola Agboola, Ade Ogidan, Paul Oteri our regulars and the spicy gists, Jests and jabs, including a host of pot-pourri BUREAUX NORTHERN ZONE (ABUJA) of news, incisive features, articles, reports and reviews all professionally put Rotimi Osho, 08038024406, together by our newly re-engineered, re-charged, repackaged, and fortified Olanrewaju McCauley, 08028644058 PORT HARCOURT editorial team. The story may never be the same again as MARKETING Biodun Ajibola, 08023432446 ABUJA EDGE has hired and raised the Gen Z generation to take charge of the Gbenga Adeosun, (Associate Director), 08033020395 editorial frontier. It promises to be a greater journey together for all our Charles Adebowale, Suite B10, NSTIF Plaza, Kashim Ibrahim Way, Wuse 11, 08059576778 stakeholders. As you sit back to savour the beautiful offerings in this two- GHANA in-one Special Publication, we enjoin you to feed us back about what new C/O Business in Africa, F850/2, Adjoate Road, 16 Osu, Accra. Tel/Fax: 233 21 775449 innovations you expect from our stable. We promise to continue to serve you NIGERIA 11 Fadeyi Aladura Street, Off Oritshe Street, better while we keep setting the pace in promoting the brand idea. Happy Off Obafemi Awolowo Way, Ikeja, Lagos, 08105315254, Reading!!! 08023243054, [email protected], 08023039359, [email protected], [email protected],

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NEWSFOREIGN NEWS Heineken consolidates media buying with Dentsu As Carat Nigeria gets renewal nod for 3 more years

partnership with Heineken, root in Mindshare had previously handled the work track record of delivery and innovation, in certain regions.) particularly in the acceleration of In 2015, the brand also sent the Heineken’s individualized data driven creative portion of the business to Publicis marketing ambition. We are excited about without a review after splitting with building a future media model together Wieden+Kennedy and later named Neil across the entire Heineken portfolio.” Patrick Harris as its new brand ambassador. Consequent upon this global Foreign news sources disclosed that the development and in line with the tradition following year, another review managed of global re-alignment, Carat Nigeria has by London’s AAR Partners saw Heineken secured Heineken’s nod to continue ware- add Dentsu to its agency roster in select housing the media buying and planning of markets, with Publicis continuing to its business in Nigeria for another contract manage the business in the U.S. and the term tenure of three years. U.K. The account was inherited by Spark Reliable industry sources hinted Foundry and later transferred to Starcom MARKETING EDGE authoritatively that Worldwide last year. eelers emanating from the global the contract elongation letter to that effect In April, Heineken reported an overall media advertising landscape was dispatched to Emeka Okeke-led media sales increase of 4.3 percent despite a weak have revealed that Heineken, the buying and planning group two weeks ago. European performance and a single-digit Fsecond largest global Dutch brewer, has While the Nigerian affiliate agency of the increase in its biggest market, Mexico. consolidated all its media buying and Dentsu global has kept excited sealed lips Investors remained unsatisfied, and the planning services to Dentsu with effect over their new win, agency source hinted company’s stock price dropped when the from January 1st 2021. MARKETING EDGE that it was jubilation announcement went live. Consequently, Dentsu Red Star, who galore when the news of contract elongation According to Kantar Media, Heineken currently holds majority of Heineken global was broken to agency employees. spent $173 million on paid media in the billings, will become the sole media agency, Although attempts to get the Chief U.S. in 2017, a slight increase from the as Heineken evolves its media operating Executive Officer of MediaFuse Aegis previous year’s $164 million total. Global model. Dentsu in Nigeria, Mr Okeke, failed, research company Comvergence estimates The move, agency news sources MARKETING EDGE, nonetheless, learnt the brand’s annual marketing budget revealed, “aims to maximize its global that the debonair media practitioner has around the world at approximately $450 media investment to drive sustainable been full of joy and excitement over the million. business growth. As a partner, Dentsu will development, as not quite a few believed A statement by the global CEO of be implementing a future media model the Heineken business would be on toss in Heineken, Dolf Van den Brink reads: allowing Heineken to access more specialist Nigeria this year. “The first half of 2020 was defined by capabilities and talent to accelerate the The local agency affiliate was said unprecedented challenges and I am very growth of its brands. However, Publicis to have resolved to be more committed, proud of our employees all around the Groupe will retain media duties in its home focused and consistent in shared-value world who are adapting quickly to new country of France”. and transformative agenda that is growth- emerging realities while taking care of each Reacting to the news of the largest focused on communication strategies for other, our customers and our communities. brewer’s media decision, Chief Executive the Heineken team in Nigeria. “The Heineken® brand once again Officer of Dentsu Media & Global clients, The Amsterdam based brewer’s decision demonstrated its strength with double Peter Huijboom, said the global media giant conflicts with its earlier position in the past digit growth in 14 markets and continued was highly delighted for the global media which only favoured market-by-market momentum of Heineken® 0.0. account consolidation, adding that the option. “Our bottom-line was decision was not unconnected with the fact In the past, the global brand’s operating disproportionately impacted due to the that Dentsu had in the course of three years model only allowed every OPco to choose decline in the European on-trade, as well built a trusted partnership with Heineken the most relevant partner on a market by as temporary government restrictions on which have been rooted in track record of market basis. our activities in Mexico and South Africa. performance and innovation. Recall that Heineken’s last major global We have taken mitigating actions and will His words: “We are delighted with review was in 2012, when it consolidated further intensify our focus on costs. Heineken’s decision to consolidate their its ad buying business with the network “HEINEKEN has entered the crisis with global media services with Dentsu. Over then known as Starcom Mediavest. (WPP’s a strong financial position, a the last 3 years, we have built a trusted Cont’d on pg 12

10 MARKETINGEDGE / DECEMBER/JANUARY 2021

NEWSFOREIGN NEWS

Cont’d from pg 10 diversified global footprint, guiding principles. First, the health, safety developer and marketer of premium beer great brands, superior consumer and and trust of its people which it says, was of and cider brands. Led by the Heineken customer intimacy and highly dedicated paramount importance. Second, it has done brand, the Group has a portfolio of more and talented teams. Moving forward and everything it can to safeguard the continuity than 300 international, regional, local and as markets recover, we will leverage these of its business and protect the appeal of specialty beers and ciders. It is said to be unique strengths to chart our next growth its brands. This includes supporting the committed to innovation, long-term brand chapter.” business continuity of customers and investment, disciplined sales execution suppliers. And, third, it offers its support to and focused cost management. Through UPDATE ON ITS communities that are most impacted by the “Brewing a Better World”, sustainability is RESPONSE TO COVID-19 pandemic. embedded in the business. HEINEKEN has Since the beginning of the COVID-19 HEINEKEN is the world’s most a well-balanced geographic footprint with crisis, Heineken has been adhering to three international brewer. It is the leading leadership positions in both developed and

Coca-Cola set to launch paper bottles to reduce carbon in its value chain

of virgin packaging materials, and only Innovation Manager at Coca-Cola, who is using packaging materials that are 100% working on the project, said: “Our vision recyclable. is to create a paper bottle than can be “It will take continuing investment recycled like any other type of paper, and in innovation, exploration of different this prototype is the first step on the way to technologies and, crucially, partnership achieving this. A paper bottle opens up a and collaboration to get there. This is whole new world of packaging possibilities, fundamental to our approach, across and we are convinced that paper packaging both the collection and recycling of our has a role to play in the future.” packaging but also its design. He hinted that a lot of work still must be “As part of this, we have been working done to achieve this vision of a recyclable to explore the concept of a paper bottle paper bottle, noting that the first-generation with our partner, Paboco, and the three paper bottle still contains some plastic. other companies in the Paboco Pioneer “This first-generation paper bottle Community. And we are now at the stage of prototype still consists of a paper shell with a first-generation prototype ready that we a plastic closure and a plastic liner inside. believe can play a part in helping to achieve The plastic we use is made from 100% nly a few companies are built our goal of a World Without Waste.” recycled plastic that can be recycled again for long-term success, and only Commenting on the latest innovation, after use. But our vision is to create a paper a few more are positioned to Amaka Onyemelukwe, Head Public Affairs, bottle that can be recycled like any paper. continue to endure challenging Communications and Sustainability, The next step is to find a solution to create historical moments by remaining grounded said: “At Coca-Cola, we are working to a bottle without the plastic liner,” Stijn Oin innovative values. Coca-Cola is one create a bottle made 100% from paper- an noted. of those companies with track record of innovative packaging technology that may “We also reflect on how our consumers leadership, of resilience, and of doing the help us achieve a World Without Waste. We will react to this paper bottle. Topics like right thing, no matter whether the times are are deeply excited about the progress we’ve when and where it could be sold and good or when challenges exist. made; we also recognise that a lot of work how it can be recycled are all considered. To further drive its social and still needs to be done.” The bottle must be explored from every environmental priorities toward Also commenting, Kehinde Ruth perspective to ensure that we make the becoming carbon neutral, The Coca- Onasoga, CEO, Pandora Agency Limited, bottle the best it can be,” Stijn further Cola Company is set to create a bottle said: “Glad to know Coca-Cola is actively explained. made 100% from paper, an innovative looking to eliminate the use of plastics In a separate statement, the company packaging technology that may help the in their products. This will go a long way said: “At Coca-Cola, we continue to evaluate global beverage giant achieve a World toward reducing its carbon footprint. Here’s and make changes in our operations and Without Waste. to more sustainable innovations by The throughout the Coca-Cola system value A statement by Coca-Cola, said: Coca Cola Company.” chain to reduce our climate impact. This “Imagine a world where each and every Commending the innovation in the is reflected in our decision to bring several piece of packaging produced and sold is same vein, Rukevwe Toka, People Data sustainability initiatives under one goal to also collected and recycled after use – a Center Leader, West Africa at Unilever, reduce the carbon footprint of the “drink in World Without Waste. That’s our stated said: “Such good news! Thumbs up to you your hand” by 25 percent by 2020, a goal we goal: we aim to collect and recycle a bottle and the team, this is the kind of innovation set in 2013. or can for every one we sell by 2030, that cares for people and planet.” “Progress toward reducing the while also substantially reducing our use Stijn Franssen, EMEA R&D Packaging greenhouse gas emissions Cont’d on pg 14

12 MARKETINGEDGE / DECEMBER/JANUARY 2021

NEWSFOREIGN NEWS across our manufacturing processes, sustainable and better shared future; alternative fuels, including biodiesel, natural packaging formats, delivery fleet, to make a difference in people’s lives, gas and electric power. refrigeration equipment and ingredient communities and our planet by doing Though they currently compose a small sourcing is now being measured toward the business the right way. Our ‘drink in your portion of the company’s fleet, Coca-Cola “drink in your hand” goal.” hand’ goal was set in 2013 to take a bigger continues to add delivery trucks powered The statement continued: “In order step toward reducing greenhouse gas with a mix of alternative fuels, including to master the most important global emissions across our full value chain. To electricity, natural gas, diesel electric and challenges that affect our industry, our date, we have cut our carbon footprint by biodiesel. society and our planet, we bundle our 24% toward our target of a 25% reduction For over 125 years, the Coca-Cola resources and invest in areas that are by the end of 2020, against a 2010 baseline,” Company has been sustainability-driven, particularly relevant to the common good. the statement added. which is being expressed through its This includes ecological packaging and According to the Environmental packaging and recycling technique, water recycling, climate protection and energy as Protection Agency, the rates of global CO2 stewardship, employee development, energy well as water and spring protection, but also increased by 7.4 percent between 1990 and and climate consciousness, and the health health and nutrition as well as inclusion 2013, and traffic emissions and industry of millions of consumers all over the world. and diversity. Our six key focus areas accounted for almost 60 percent of those The multinational beverage corporation reflect our value chain: reducing emissions; extra CO2 fumes. and manufacturer of non-alcoholic water use and stewardship; Packaging In 2014, The Coca-Cola Company beverage concentrates and syrups, operates (World Without Waste); ingredient discovered that its global fleet of trucks in 28 countries across 3 continents and sourcing; nutrition; and our people and emitted approximately 3.7 million metric their products include Coca-Cola, Fanta, communities.” tons of greenhouse gases, and the company 5Alive, Sprite, Eva water and more. “We act in ways to create a more started powering its trucks with a mix of

the crew and take your taste buds on an Domino’s Pizza introduces exciting journey filled with deliciousness in every bite. “Don’t feel like stepping out? No new Shawarma offering problem, you can order online, and have it delivered to you. Whether you’re in the with chicken, smoked sausages, and lots of office, or at home hanging with friends, cheese. with just a few clicks or a phone call, your “Be one of the first to sink your teeth order will be delivered within 25 minutes, into this amazing new flavor. The best part if not you’ll get a free pizza. You can also is launched at a 30% discount at N2500 place an order via their website or mobile with a free drink, what a combo? So, gather app for delivery or carryout.

AB InBev launches spicy Bud

omino’s Pizza has launched a new Light Chelada baby in its family. The new offering, called Shawarma Pizza, is a perfect udweiser’s Parent Company, Dcombination of two favourite street treats – Anheuser-Busch InBev, has infused Shawarma & Pizza. its Bud Light Chelada brand with hot According to a statement from Domino’s Bsauce to release a new spicy variant in the Pizza, the latest offering is made with the US. freshest and most delicious ingredients. First launched in 2008, the Bud Light “It is super amazing, launching new Chelada combines the beer with a Clamato flavours back to back. We came up with tomato cocktail which is available in another exciting flavour, which has original, mango and extra lime variants. they needed but always wanted.” completely blown consumers away. They Bud Light Chelada Fuego was created in Tapatio vice president, Luis Saavedra, never expected it. partnership with Mexican-American hot stated: “Our team likes to have fun, and “The new spicy Shawarma Pizza sauce brand Tapatio, offering the same 4.2% that’s what Bud Light is all about too. We will keep our customers coming back ABV. are so excited to have Tapatio highlighted for more, making Domino’s Pizza their Desiree Sanchis, senior brand manager, as the kick to the new Bud Light Chelada one-stop location for all things delicious, Bud Light, said: “Bud Light Chelada already Fuego.” mouthwatering and spicy,” the statement has such a bold flavour loved by many, The company has a portfolio of over said. but we wanted to spice things up a bit and 400 brands including Budweiser, Corona, Domino’s Pizza noted that Shawarma partner with Tapatio to give consumers the Castle, Castle Lite, Bud Light, and more. Pizza was specially crafted to suit first-ever hot sauce infused Chelada. Bud Light Chelada Fuego is available to buy consumers’ taste buds, adding that the new “We are always pushing to innovate and in stores nationwide spicy Pizza comes fully stuffed and topped provide consumers what they didn’t know

14 MARKETINGEDGE / DECEMBER/JANUARY 2021 Guinness AN PIC R LE NGE OR GE RO AL TE M GI R Nigeria startsT IT O N 2021 Financial B F F F L K F L K L K L K A IN A IN A IN A IN V R V R V R V R OyearURED D with OURED D OURED D OURED D N841million loss

uinness Nigeria Plc has started its 2021 financial year with a loss of N841 million Gfor the opening quarter. In 2020, the loss was N370 million, which later fell into a discouraging financial year. Recall that Guinness Nigeria’s 2020 financial year position saw loss in the aggregate 12 months period peak at N12.6billion. In other words, the company has moved from N5.5billion profit margin in 2019 to a loss of N12.6billion in 2020. Commenting on 2020 results, Mr. Baker Magunda, Managing Director/CEO of Guinness Nigeria Plc, said: “The last quarter performance of fiscal 2020 was significantly impacted by restrictions due to COVID-19, exacerbating the already challenging economic environment. Closures of on-trade premises (bars, lounges, clubs, and dine-in restaurants), which represent the major part of the consumption occasion for our products and bans on celebratory occasions, impacted sales. He noted that demand was also impacted by reduced consumer income, unemployment concerns due to the shutdown of a large number of businesses, and increases of VAT and excise throughout the year. Mr. Magunda continued: “Distribution was impacted by the ban of inter-state, and in some cases intra-state travel. Although, Management worked diligently with regulatory authorities to minimize the impact, this hampered our distributors’ ability to restock and have our brands available for purchase.” Also commenting on the result, the Chairman, Mr. Babatunde Abayomi Savage, said: “We believe we have experienced our full share of the COVID-19 impact and are now geared to go back to profitability in the new normal.” \ NEWSFOREIGN NEWS London International Awards appoints MARKETING EDGE as a global partner

He stated that the motive behind the media partnership with LIA was in recognition of the fact that LIA is a very strong brand with renowned and reputable pedigree in organising globally-recognised creative awards for decades. reflect the fact that it observes more than just He noted that partnering with an “advertising” in an ever-changing industry. established brand like LIA, which already In 2009, LIA, along with Faris Yakob, author has strong equity in organising great awards of Paid Attention: Innovative Advertising for event to stimulate competition in the a Digital World and co-founder of Genius/ market, would definitely rub off positively Steals, developed “The NEW,” for works on MARKETING EDGE’s yearly Brands & that demonstrate concepts that don’t fit Advertising Awards of Excellence which is comfortably among the standard media now in its eighth edition. divisions, with a focus in fields of technology. The MARKETING EDGE Awards is an In 2014, LIA added Branded initiative of the brand-focused marketing Entertainment as a medium. The judging Patricia Censoprano and advertising publication with a view to category, first chaired by Jimmy Smith of promoting the brand idea, while expanding Amusement Park Entertainment, awards the frontiers of marketing and advertising ondon International Awards or “creativity and the power of the idea across knowledge. The year 2020 edition of the LIA (formerly known as London films, television programming, live events, awards held mid-last month amidst pomp International Advertising Awards, audio, gaming and music videos that engage and pageantry with crème de la cream LLLondon International Awards or LIA consumers by entertaining them, rather than in the Nigerian Integrated Marketing (formerly known as London International through traditional advertising.” Communication services sector players in Advertising Awards, LIAA), one of the For 2016, LIA introduced a medium attendance. world’s leading Awards that honours called Verbal Identity, centered on “the The award initiative which has become creativity in the advertising and brand long-term verbal assets” of a brand, with the toast of major industry players and communications space, has appointed sub-categories devoted to naming, taglines, gladiators has become a credible benchmark MARKETING EDGE Magazine as its media copywriting and tone of voice. Adding this to measure brand performance and creative partner. competition was a direct result of an open quality in-puts of the industry and the brand Unveiling the new partnership deal, letter ad in Advertising Age by branding marketing advertising community. Senior Vice-President, Public Relations & agency CBX asking ‘What About Naming?’ The new move is coming against Marketing of LIA, Patricia Censoprano, in In 2017 included the addition of a Health the backdrop of similar affiliations by a message to MARKETING EDGE early & Pharma competition in response to a MARKETING EDGE with other leading this week said, “we are glad to announce “large number of requests from creatives”; a global awards and creative ranking bodies. MARKETING EDGE as a media partner”. Social Media & Influencers medium “based Some of the global institutions that She stated further: As with most of our on Creativity and Engagement”, and the MARKETING EDGE has been partnering media partners, we have placed your logo LIA Chinese Creativity Show featuring a with are Loeries, Dubai Lynx, New York (MARKETING EDGE) on our website”. unique red statue and executed through a Advertising Festivals, Adweek and Cannes Censoprano further said that with the first round of judging in China and a final Lions. partnership, “MARKETING EDGE will be judging session simultaneous with the annual The LIA, founded in the United Kingdom publishing LIA’s Press Releases from time to LIA Judging. (See: Judging) 2019 saw the in 1986 by President Barbara Levy, began time as well as helping to promote the brand introduction of Podcasts as a medium. by celebrating advertising in the realms of across all its media platforms in Nigeria”. LIA was also added to the WARC cinema, television, print, outdoor and radio. Commenting on the new Partnership, Creative 100 Rankings which is the It has evolved since its inception into 22 Publisher/CEO, MARKETING EDGE, Mr. successor to the Gunn 100, which tracks unique media types, including Ambient, John Ajayi, described the latest move as a the performance of campaigns, brands Billboard, Branded Entertainment, Creative “strategic effort by the media platform to and agencies in advertising creativity Use of Data, Design, Digital, Evolution, deepen its market leadership locally and competitions around the world. Health & Wellness, Health & Wellness – globally”, pointing out that MARKETING The rankings are a benchmark for Craft, Integration, Music & Sound, Music EDGE’s brand equity has continued to grow creative excellence, allowing marketers to Video, Non-Traditional, Online Film, exponentially across industries, markets and compare their performance with their peers’. Package Design, Pharma & Medical, Pharma territories. For the first time in its history, LIA cancelled & Medical – Craft, Podcast, Poster, Print, the 2020 Awards season due to the global Production & Post-Production, Radio & COVID-19 Pandemic. The 2021 Awards Audio, Social Media & Influencers and Festival will see the addition of a Creative Television/Cinema. Use of Data competition. It was the first international advertising The NEW has also been renamed to award of its kind to acknowledge all media Evolution to better reflect what the category and methods from around the world to be stands for. LIA has one main office in New judged by a diverse global jury. York City. In 2004, the word “Advertising” was removed from the competition’s name to

16 MARKETINGEDGE / DECEMBER/JANUARY 2021

NEWSFOREIGN NEWS

Commenting on the unfortunate development, Andrew Hanlon, CEO, TVC Communications, said: “Today marks the beginning of a new chapter in our history as one of Nigeria’s largest broadcasting and media companies. I wish to pay tribute to our staff who have suffered physically and emotionally from the terrifying events of bounces back on air the past days. You are strong, resilient, caring and loyal and we shall never forget your support and dedication to our great ollowing the mob attack on TVC employment and to rebuild our business. company. Communications broadcast “We trust the agencies of the Federal “I also wish to thank our advertisers compound, one of Nigeria’s largest Republic of Nigeria will bring those and sponsors who have stood by us in our broadcasting and media companies responsible for the billions of naira of F greatest hour of crisis and need. We shall headquartered at Ikosi-Ketu, Lagos, the fast- damage caused to our business to justice never forget your loyalty to the business. growing media group has bounced back on and that all necessary steps will be taken to And finally we thank our audience of 11 air, and promises to serve its teeming local protect our employees and property going million viewers and listeners who are tuning and international audiences better. forward. back to us in their droves. Without you we Specifically narrating the incident in a “TVC Communications and our have nothing.” statement made available to MARKETING broadcasting stations fully support the “We are humbled and will be eternally EDGE, the media group said: “At 3am peaceful and democratic aims and objectives grateful for the love and support of all and on Saturday 24th October, 2020, our of the #EndSars movement and we will we will emerge from this greater, stronger international channel, TVC News, continue to provide balanced news coverage and better than ever. God Bless Nigeria,” Mr. returned to the airwaves of Nigeria and going forward,” the media group said. Hanlon concluded. the world following an arson attack on our broadcast compound at Ikosi-Ketu, Lagos, on Wednesday morning October 21st at approximately 9am. “Several of our staff were injured in AAAN set to hold LAIF awards, the attack by a large mob who stormed the grounds wielding machetes, knives and petrol bombs which were used to torch calls for entries dozens of vehicles and the main broadcast building which housed the studios and production offices of TVC News and our entertainment channel TVC.” The statement noted that it was with God’s grace that the ensuing inferno did not result in the loss of life or serious injury, adding that it did, however, utterly destroyed the station’s state-of-the-art television studios, control rooms and production offices which house hundreds of its Nigerian staff, including journalists, producers and technicians. In clear terms, TVC Communications, which owns and operates our TV and radio stations, including Max FM and Adaba FM, condemned the senseless attack on a company which endeavors merely to disseminate unbiased and balanced news, he Association of Advertising and agencies to submit their creative ideas information and entertainment programmes Agencies of Nigeria(AAAN) has from November 9, 2020 to November 30, to Nigerian audiences at home and abroad, concluded plans to hold the 15th 2020. and which supports the livelihoods of 550 edition of the Lagos Advertising and Ideas The LAIF Awards was instituted in 2006 full-time employees and thousands more T Festival Awards(LAIF). The marketing by the AAAN with the aim of recognising, indirectly. communications industry respected award rewarding and fostering creative excellence “The devastation caused to our property is scheduled for December 12, 2020. in all areas of marketing communications. could have destroyed all those jobs and This was disclosed in a statement signed An international status award, LAIF left many of our dear employees destitute by Steve Babaeko, President AAAN on the Awards has continuously promoted and penniless. Thankfully, however, as a association’s Facebook page. Nigeria’s creative potentials in the successfully managed commercial enterprise According to the statement, the theme international circle. It has also recognised which enjoys the support of advertisers for this year’s LAIF awards is: “Grind N outstanding creativity and created an and commercial sponsors, we are fortunate Shine”. avenue for the celebration of world class to have the resources to maintain full The association called on individuals ideas.

18 MARKETINGEDGE / DECEMBER/JANUARY 2021

NEWSFOREIGN NEWS LASAA unveils 2021 mobile advert sticker

agos State including a hologram-finish, specialised monitoring from January 2021 to ensure Signage and bar codes and serial numbers readable with maximum compliance,” he said. He enjoined only special devices. clients to visit the LASAA head office or LAdvertisement He said the anti-counterfeit properties any branch office across the state to do Agency (LASAA) and authentication system of the 2021 business and avoid middlemen, remarking has unveiled the Mobile Advert Sticker protects it against that all fraudsters and their collaborators mobile advert fraud and secures it on a database platform. shall be dealt with, within the ambit of the sticker for 2021 Prince Docemo said with the upgraded law. in a bid to satisfy sticker, all branded vehicles statewide Commending clients and stakeholders its clients and would be easily captured for mobile advert for their compliance and tremendous reaffirm its permits, thereby making the agencys support over the past years, he assured Prince Adedamola Docemo commitment to monitoring, compliance and enforcement them that the agencys customer service excellent customer service delivery at all job easier. officers are ready to attend to their times. He said the incidence of fraud will be enquiries at the head office and in all local Speaking at the public presentation reduced to the barest minimum and non- government offices across the state. of the stickers recently in Lagos, Prince compliant vehicles will be easily identified He noted that the year 2020 has been Adedamola Docemo, Managing Director of and impounded. a challenging one, especially with the LASAA, said the yearly public presentation He assured stakeholders that the COVID-19 pandemic which affected of mobile advert stickers is part of a stickers will be ready within 72 hours after business performance globally, adding that tradition that has helped to ensure a cordial payment is confirmed, adding that all the recent EndSARS protests also brought relationship between the agency and its branded vehicles must have their stickers its fair share of disruption to businesses clients. displayed on them. locally. He said LASAA has always made The Managing Director reminded “We believe Lagos is already on the path improvements on the security features clients that the agency still operates a to recovery. I want to thank the Governor of of the stickers since its introduction, no-cash payment policy and so, no teller Lagos State, Mr. Babajide Olusola Sanwo- remarking that clients should also expect or receipt will be accepted as proof of Olu and his team for his leadership and to see improvements in the 2021 Mobile payment. He advised clients to desist from support while the disruption lasted. It is our Advert Sticker being unveiled. patronising agents or touts (middlemen) belief that as a resilient city, that Lagos is According to him, the 2021 Mobile who parade themselves as representatives known for, our businesses will bounce back Advert Sticker has been enhanced with whereas the agency does not have any. within the shortest possible time,” Prince better internal control mechanisms, “Our enforcement team will commence Docemo said.

Nigerian Breweries marks 74 years of brewing greatness

op brewer, Nigerian Breweries Plc, is indeed a milestone and may not have rolled out the drums another epochal event for a for the celebration of a 74-year brand that has been known Thistoric entry into the Nigerian beer market for brewing greatness. due to the circumstances surrounding the “For 74 years, we built general business climate. The company, an enduring organisation however, appreciated its brand existence with passionate people and the massive support by its teeming and exciting portfolio of consumers and stakeholders. general mood, we decided not to have any celebration. brands across alcoholic and With a remarkable and an intriguing But we also realise how important it is for us to say non-alcoholic drinks. We history in the highly competitive Nigerian ‘Thank you Nigeria for 74 great years’. Cheers to a are committed to inspiring alcoholic and non-alcoholic drinks market, brighter future, together!” NB said on its LlinkedIn page. a better future for Nigeria. the No 1 brewer, no doubt, has a cause to be For 74 years Nigerian Breweries has pursued a Happy Anniversay!” thankful. philosophy of brewing iconic and world class brands. It “Yesterday, we turned 74. Given the

20 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNNEWS FEATURE NEWS

Why global QSR brands stay ahead of local operators in Nigeria

By KASIM BAKARE

nnovation is a critical issue “When the global brands came in, it Mr Bigg’s became a regular spot for for prosperity and growth, patrons who thronged the eatery for a especially in the business was easy to get the kind of increasing taste of the difference it brought to bear world. In contemporary market share that they are getting. in food business. The long queue that branding and marketing, often snaked out of the restaurant was innovation has moved from They came differentiated, found their a testimony to the huge patronage and a strategic option to a mandatory core, built service“ delivery around this popularity of the Mr Bigg’s brand so management task. much that it became a status symbol for The entry of Mr Bigg’s into the core and then communicated in the those who wanted to impress their loved INigerian market in 1986 caused a ones. The pressure on the first restaurant best way possible. We have a few local major disruption that would later brands that have learnt this, though. eventually resulted in the opening of a change the face of Quick Service second outlet in 1988, and thereafter, Mr Restaurants (QSR) business in For those who have refused to evolve Bigg’s restaurants were opened across the Nigeria. Prior to the stated period, because they didn’t put the right country. branded QSR, popularly known Following the success story of Mr as Fast Food Restaurant, was not emphasis on branding and innovation, Bigg’s, local eatery brands emerged with a ubiquitous sight in the country. they have been finding it hard staying determined effort to get their share of the However, United African Company fast-food business. Some local brands like (UAC) made it possible through its on their feet,” Tantalizers, Sweet Sensation and Tastee subsidiary, Mr Bigg’s. Fried Chicken came with their unique selling points to get a share of the market. While Tantalizers came with local menus, which were in addition to what Mr Bigg’s offered then, Olayinka Pamela Adedayo, Founder of Tastee Fried Chicken, based her restaurant on the business model of Kentucky Chicken, the American fast-food chicken restaurant she had previously worked with as a manager. The likes of Chicken Republic, Mama Cass, Kilimanjaro, among others later joined the scramble for customers. Today, the scramble is not as hot as it used to be as Nigeria’s QSR is no longer the gold- mine it used to be in the late 80’s & 90’s. While operators in the business had a swell time and opened more Cont’d on pg 24

22 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNNEWS FEATURE NEWS

Cont’d from pg 22 outlets even at fuel filling stations across the country in the heyday of the business spanning over two decades, many operators are closing up shop due to lack of patronage, making the brands and franchisees to sit on heavy revenue losses. With declining revenue and patronage, the local QSR operators started having trouble staying afloat in an unstable economy. But the bigger trouble for them was the emergence of well-known international brands that disrupted the market with better customer service, marketing campaigns, trendier facilities, better management and maintenance ourselves in the use of technology to drive culture. Foreign brands such as Kentucky growth. We have invested heavily on the Fried Chicken, Eat’N’Go (Master Franchise digital side of our business. Over the years, of Domino’s Pizza, Pinkberry and Cold we have invested massively in different Stone Creamery) and Debonairs Pizza “We developed a mobile app forms of innovative technology to offer have given the local brands a run for their where our customers can place the best value to our customers whilst also money, and the outlook of the QSR sub- easing our own operations.” sector doesn’t look like it would change any orders from the comfort of their He continued: “We developed a mobile time soon. homes and have them delivered app where our customers can place orders These foreign brands have leveraged in 25 minutes.“ We recently from the comfort of their homes and have technology to advance their businesses them delivered in 25 minutes. We recently particularly e-commerce. Food is no longer partnered with a leading online partnered with a leading online retail store, left out as restaurant owners have begun to retail store, Jumia, to allow us Jumia, to allow us serve more customers see the importance of getting to consumers through online sales.” where they are. Restaurants now operate serve more customers through The company boss stated that Eat’N’Go e-commerce websites or are registered online sales.” leverages technology to its maximum as vendors on other top e-commerce capacity to run its operations in-store platforms. According to a Forbes report, through Point of Sales (POS) systems, ghost restaurants also known as delivery- adding that it has also developed a new e-learning platform to equip members of only restaurants will continue to increase in to evolve because they didn’t put the right staff with best in-class learning to better the coming years emphasis on branding and innovation, they serve its teeming customers. The popularity of the foreign brands have been finding it hard staying on their The drivers that influence innovative at a time when many outlets of the local feet,” he said. foodservice products are multifaceted and ones are closing down is because they Also lending his voice to the downward challenging, as consumer tastes and food tailored their products to local tastes and trend in local QSR operators’ sales and trends change all the time. Although the have added popular local ingredients. The profit margins, MD, STB McCann, Paul overall economy appears to be slowing, the intrigue for many is that despite the high Ugoagwu, ascribed the performance of the foodservice industry in Nigeria has grown prices of the offerings at the outlets of these foreign brands to innovation. “It’s a tale continuously in the past 20 years and is foreign brands, Nigerians still throng them of the old versus the new. These foreign expected to continue doing so. to have a taste of the foreign menu. restaurants are innovating with smarter Every product seems to go through a Commenting on the development, offerings and service delivery. The oldies life cycle: it is born, goes through several MD/CEO Oakland & Johnson, Johnson are stuck in their old ways of doing things.” phases, and eventually dies as newer and Anorh, opined that branding is critical to Eat‘N’Go, a leading foreign QSR brand better products come along. Because a product or service evolution, stressing and franchisee of Domino Pizzas, Cold all products eventually decline, local that it is unfortunate that the local brands Stone Creamery and Pinkberry Gourmet QSR restaurants must develop new food did not put the right emphasis on this. entered the Nigerian market in September items to replace aging ones. Innovation He argued that branding will help you 2012. Since then, the leading QSR brand helps restaurants keep their product research to know what makes you different has remained consistent in the expansion portfolio competitive and thereby achieve in order to innovate and create clear-cut of its services to more Nigerians, providing competitive advantage. differentiation. value and satisfaction for its customers all As the Covid-19 protocols harp on “When the global brands came in, year round. It has brand presence in Abuja, social distancing, most consumers have it was easy to get the kind of increasing Port-Harcourt, Lagos, Ibadan, Ilorin, Akure found the innovative services of the foreign market share that they are getting. They and Enugu. QSR brands very appealing and convenient. came differentiated, found their core, built Speaking to MARKETING EDGE To compete in Nigeria’s highly competitive service delivery around this core and then on its success story, Managing Director, QSR market, local QSR operators will have communicated in the best way possible. Eat’N’Go, Patrick McMichael, attributed to up their innovation game. We have a few local brands that have learnt it to technology and innovation. “We are a this, though. For those who have refused technologically inclined brand. We pride

24 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGN NEWS UK ad market to fall by 14.5% this year, not to recover fully until 2022 14.5%

ritical Christmas Q4 2020 forecast quarter. Large parts of our industry and down £724m year-on-year the wider economy were effectively shut The latest Advertising down. Events of recent weeks have shown industry endured its worst quarter on CAssociation/WARC Expenditure Report has this will be no straight-forward recovery record during Q2 2020, an unprecedented downgraded its 2021 forecast to a return- as different parts of our country enter or period in which a national lockdown was to-growth of 14.4%, lower than the figure of leave local conditions at varying speeds. imposed in response to the COVID-19 16.6% predicted in July. Growth in 2021 will We must boost growth and support jobs outbreak. fall just short of offsetting this year’s losses through an advertising tax credit and a “Advertising trade remains depressed, completely, meaning the UK’s ad market skills programme to aid colleagues facing and the rising likelihood of sustained is now not expected to recover fully until unemployment. It is essential that our localised lockdowns over the winter, 2022. workforce, business, and Government a disorderly exit from the European Adspend is set to fall by 14.5% this year work together on the recovery plan for our Union in December, and a prolonged to £21.5bn as a result of the COVID-19 industry and our country.” economic recovery embodied by rising outbreak, equating to a loss of £3.6bn James McDonald, Head of Data unemployment, now leads us to believe that compared to 2019. The final quarter of this Content, WARC commented: “The latest the industry will not fully recoup this year’s year – traditionally the Golden Quarter for results show that the UK’s advertising losses until 2022.” retail and adspend because of the Christmas Advertising season – is set to see a 10.5% drop to a total of £6.2bn, some £724m lower than the previous year. The latest industry data also show that UK adspend fell by 33.8% in Q2 2020 at Facebook, YouTube and TikTok the height of the nation’s lockdown. This was the worst ever quarter recorded for the to hit 5.9bn users’ mark in 2020 UK’s advertising industry and contributed to a 14.9% dip over the first half of the year, equating to a loss of £2bn when compared expected to touch 2.3 billion in 2020 – a to the same period in 2019. 430% jump in the last decade. The new data show investment fell Statista data also revealed that the across all advertising formats in Q2, with number of people using YouTube doubled some sectors that were shut down, such in the last three years. In 2017, the popular as cinema, and those that lost significant online video-sharing platform had over 1.4 amounts of consumer contact, such as out- billion users. In the following two years, this of-home and direct mail, seeing significant figure jumped to almost 2 billion. YouTube’s declines. As the population was encouraged increasing trend is set to continue in the to remain at home, online and digital following years, with the video-sharing formats performed relatively less badly than The combined number of Facebook, platform overtaking Facebook’s leading others, though each recorded their first YouTube, and TikTok users is expected to position and reaching more than 3.3 billion annual falls in advertising investment. reach over 5.9 billion by the end of 2020, a users by 2026. Looking ahead to 2021, cinema adspend 900 million increase year-over-year. Statista data, however, revealed that is forecast to rise by 138.3% as picture According to data presented by TikTok witnessed the most significant houses reopen and films that have been BuyShares.co.uk, the platforms are the growth in the number of users in the last postponed make it to screens. Other media three most popular social networks in 2020. three years. In 2017, the Chinese short- predicted to perform well year-on-year In 2010, Facebook had 431 million form video app had around 82 million include out-of-home (+57.1%), regional active users. In the third quarter of 2012, users. Over the last three years, this number newsbrands (+16.2%) and magazine brands the number of active users surpassed one soared 1555% reaching over 1.3 billion in (+18.8%), underpinned by strong growth in billion, making it the first social network 2020, with the United States representing their online formats. ever to do so. the leading TikTok market with almost $3.7 Stephen Woodford, Chief Executive, According to Statista Key Market million in revenue and 6.1 million iOS and Advertising Association commented: Indicators data, Facebook user base Google Play downloads in September. “These stark figures demonstrate the continued its immense growth after strain that all parts of the advertising jumping over 2 billion in 2018, and is ecosystem were under during the second

26 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGN NEWS

BCW named PRovoke 2020 Global Agency of the Year

urson Cohn & Wolfe (BCW) was been put into creating a winning culture at About BCW Africa named Global Agency of the Year at BCW, one that moves people internally to BCW Africa is a truly African agency PRovoke Media’s 2020 Global SABRE deliver their best client work.” with a leading global parent and a 30-year BAwards ceremony, which was held virtually Commenting on the award, Yomi heritage of partnership with clients, staff on October 21. The global communications Badejo-Okusanya, Group Managing and its extended team. Johannesburg-based agency, an affiliate to CMC Connect BCW Director, CMC Connect BCW, said: “This BCW boasts an unparalleled reach across in Nigeria, was praised for its innovative award is an attestation to the incredible Africa through BCW Africa, our network new client offerings, attracting exceptional talents and unwavering dedication of great of affiliates across the continent, and new talent and delivering consistently minds at BCW. I would like to say a hearty international best practice, expertise and a strong performances across all regions. congratulations to the entire team, partners global footprint through BCW globally. Our Speaking about the award, Donna and affiliates of the BCW network.” This is a African network, which covers 50+ African Imperato, Global CEO, BCW, said: “It is huge win for us all, he added. countries, is based on partnerships which thrilling for BCW to be named Global The Global SABRE Awards also span more than two decades with local Agency of the Year just two years after the recognise the top campaigns in the world agencies highly regarded in their markets. launch of our brand. from the previous year. BCW Mexico’s “Our leaders and teams have worked “Hagamos Esto Juntos” (“Let’s Do This About BCW so hard to exceed all expectations for Together”) for Coca-Cola Mexico was BCW (Burson Cohn & Wolfe), one of our successes so far. I’m really honored among the top 30. It was a fully integrated the world’s largest full-service global and proud of everyone for their fierce campaign to help the brand collect and communications agencies, is in the business dedication, incredible talent and their recycle 100 percent of its packaging by of moving people on behalf of clients. BCW palpable passion for making BCW the next 2030. BCW Mexico was the only Latin delivers digitally and data-driven creative generation of communications agencies. American agency honored at this year’s content and integrated communications This award is for them.” awards. programs grounded in earned media Speaking in a similar vein, Robyn de During the ceremony, GCI Health, a and scaled across all channels for clients Villiers, CEO of BCW Africa, said: “This BCW Group company, was named Global in the B2B, consumer, corporate, crisis Global Agency of the Year recognition is an Healthcare Agency of the Year. Earlier in management, healthcare, public affairs, amazing achievement and testament to the the year, BCW’s Asia-Pacific Region won purpose and technology sectors. BCW is effort of BCW staff from around the world. the SABRE for Regional Consultancy of the a part of WPP (NYSE: WPP), a creative It also honours the global effort that has Year. transformation company.

Eric Silver, who has been the regional chief McCann restructures leadership creative officer of North America since 2015. A McCann spokesperson confirmed positions in strategic move that Silver has left the agency to pursue another unspecified opportunity. Veronica Bertran, Managing Director of previously headed by Kolb. Theron was dedicated Mastercard unit McCann XBC, formerly global chief operating officer of the has been promoted to chief client officer unit, as well as of McCann Worldgroup’s of North America. Bertran will continue global General Motors business. Theron leading Mastercard while overseeing all of will now lead Commonwealth//McCann’s McCann’s clients across North America. global team and continue overseeing the Finally, Group Account Director global General Motors account, the scope Chioma Aduba becomes executive VP and of which the agency network said includes head of business leadership for McCann advertising, CRM, promotional, digital New York. McCann said Aduba adds nterpublic Group of Companies, marketing, production, analytics and other operational oversight over McCann New McCann Worldgroup, has announced marketing communications assignments. York’s client leadership teams. several more changes to its leadership McCann New York Co-Chief Creative “We owe our success to the incredible team following the recent appointment of I Officers Sean Bryan and Tom Murphy have team we have built at McCann Worldgroup Bill Kolb as its new chairman and CEO. been elevated to co-chief creative officers and today I am thrilled to announce the Grant Theron has been promoted to of North America. They retain creative promotions of a number of our current CEO of Commonwealth McCann, the oversight of the New York office and replace leaders who have advanced in agency’s dedicated Chevrolet unit that was Cont’d on pg 30

28 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGN NEWS

Cont’d from pg 28 our organization through their been digital managing partner of McCann New York’s chief creative officers continuous commitment to helping our McCann London before he left for WPP’s since 2012. They joined the agency as group clients and their brands play a meaningful Wunderman Thompson then Y&R, where creative directors from Omnicom’s DDB role in people’s lives,” Kolb said in a he was responsible for managing content, in 2005. Since taking over as chief creative statement. global partnerships and how the agency officers for the New York office, they’ve Earlier this month, McCann announced built and scaled its own capabilities. Theron led acclaimed work including the widely that Kolb would be replacing Harris began his career in his home country of celebrated “Fearless Girl” for State Street Diamond as chairman and CEO. The South Africa, where he also worked for Global Advisors, which recently donned a agency network said Diamond would be McCann on several international accounts lace collar in honor of the late Ruth Bader retiring at the end of the year. Kolb, a 20- including Microsoft, Mastercard, Nestlé, Ginsburg, as well as Microsoft’s “Changing year McCann veteran, most recently served Nescafe, Unilever and Cathay Pacific. In the Game campaign that made gaming as the McCann’s chief operating officer 1995, the network said Theron joined the accessible for people with disabilities. but built his reputation steering its critical client service department of HerdBuoys, “Tom and Sean have proven that you Chevrolet account. Theron now takes over the first African-owned ad agency in South can indeed be genuinely wonderful human CommonWealth//McCann and General Africa that was purchased by McCann in beings and be wildly successful creative Motors account responsibilities previously the early 2000s. leaders,” McCann Worldgroup Global handled by Kolb. In a statement, Kolb praised Theron’s Creative Chairman Rob Reilly said in a Theron rejoined the agency network “deep understanding of the automotive statement. “As we began to restructure the in February 2017, from WPP’s Y&R (now category [that] has successfully helped to overall model for North America, it became VMLY&R), as executive director and chief build and develop the GM brand, both clear they would be the right people to lead operating officer of Commonwealth// regionally and globally.” us creatively across the region.” McCann. He had earlier in his career Bryan and Murphy have served as

effect of stimulus checks dwindles and Procter & Gamble increases enhanced unemployment benefits either ran out or were pared back, depending on marketing spend by $100 the state, at the end of the second quarter. The company raised its full-year guidance million as sales soar for organic sales growth from 2%-4% to 4%-5%. “We have not seen down trading to this point,” Moeller said, adding that private label shares in P&G categories have been falling, and at an accelerated pace of 1 percentage point in the most recent four- week period, with private-label shares in Europe also down. “There seems to be continued interest in brands I know and trust to do the job for me and my family in a heightened time of need,” Moeller said, adding that people appear to have extra money to spend on packaged goods even without government stimulus. “There are large parts of many consumers’ budgets that aren’t being spent — the money they would typically spend on entertainment, travel, meals out at restaurants, apparel,” Moeller said. Men, working at home more, still rocter & Gamble Co. blew through more than $200 million last quarter — but aren’t spending as much on Gillette razors, analyst expectations for the just- spent those savings back on marketing. but that was offset by increased sales of ended fiscal first quarter, with organic “We view this as a time to spend Venus women’s razors and successful new sales up 9% to $19.3 billion, net earnings up forward in terms of our advertising levels, P Braun electric shavers, sending even P&G’s 19% and no signs that the dwindling effects not to spend back,” Moeller said. “First, grooming segment up 6%. Almost every of this spring’s U.S. stimulus is making there’s never been more media consumed other part of P&G’s business fared well too, people trade down to cheaper products. than there is currently, as we all try to except for diapers, with sales up in the U.S. P&G increased marketing spending entertain ourselves and our families and but down elsewhere in the world. P&G also at least $100 million last quarter, Co- survive. And two there’s a heightened need boosted sales with the pandemic-fueled Chairman and Chief Financial Officer Jon to spend on hygiene and health.” launch of Safeguard hand sanitizers and Moeller said on an earnings briefing call P&G allayed any fears that U.S. soap. with media. That came as P&G continues consumers would pull back or trade down to wring savings out of overhead, media, on its premium-priced brands, including Source: AdAge agency and production costs – at a pace of Tide, Olay, Bounty and Charmin, as the

30 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGN NEWS Cannes Lions announces a new Home of Creativity: LIONS annes Lions has announced the portfolio – which is split into four pillars creation of its new masterband, of Community, Intelligence, Learning and LIONS. Building on 67 years of Benchmarking – is designed to be highly aim higher and push forward to achieve Cchampioning creative excellence, LIONS accessible by everybody in the business progress through creativity. Expanding aims to drive progress through creativity of creativity, from students to the c-suite. on the campaign, Tea Uglow, Creative and support the global community on their Philip Thomas, Chairman, LIONS, said: Director of Google’s Creative Lab in creative journeys, day in, day out. “This change brings together the disparate Sydney, commented, “Creativity illuminates Speaking at the October edition of parts of what LIONS has been offering for the strengths and weaknesses of society. LIONS Live, which is taking place this some time, whether that’s our consultancy Embracing the chaos and colour of creative week, Simon Cook, Managing Director, services for brands who want to improve practice let us find new uses for old tools, or LIONS, said: “We are in a unique position the creativity and effectiveness of their imagine better models, better worlds.” The in that we have over 60 years of evidence marketing, the benchmarking of the Global videos will be streamed throughout LIONS confirming that creative excellence moves Creativity Report, the inspiration and Live and are all available to watch on the people, business and society forward. celebration of the festivals we run, our LIONS YouTube channel. Cannes Lions takes place annually, but it’s year-round training courses, or the rich As part of the LIONS offering, this week become clear that creativity cannot only be digital resource of The Work. We know sees the second edition of LIONS Live. tethered to a single experience. For some how powerful creativity can be, and the Available free, to everyone, everywhere, time our customers have been asking us for LIONS platform is designed to equip our the week-long agenda sees creatives from year-round support, to help them realise community with the support, tools and across the world coming together to deliver their creative aspirations and enable them insights to better understand, and adopt, practical learning, inspiration and insight. to move forward. The creation of LIONS transformational creativity.” Around 80,000 people from 145 countries is a very natural evolution of our business Five marketing and creative legends have now registered to be a part of the that brings our portfolio of services onto a from four continents have collaborated with LIONS Live community which Cook said single platform – The Home of Creativity. LIONS to share what gives them the energy was “testament to the industry’s appetite Our aim is to provide those in the business and power to fearlessly champion creativity to learn about creative excellence and be of creativity with access to the insight and everyday. Chaka Sobhani, Josy Paul, Tea part of a diverse, global community with a support they’ve asked for to enable them to Uglow, PJ Pereira and Yang Yeo, have shared vision and belief.” drive progress through creativity, every day.” narrated a series of powerful and inspiring The new LIONS platform is available at: Offering access to the best work, talent, videos designed to inspire the global www.lionscreativity.com. insight and learning, the LIONS product community to continue to stay restless,

Publicis Worldwide named lead agency for Heineken

ollowing “strategic discussions”, director for Heineken Canada, said Publicis’ both locally and in its Amsterdam ability to “access a global view” on the brand head office, between the agency and and put it to work to support momentum in FHeineken, Publicis Worldwide has been the Canadian market was a key factor in the appointed the lead agency for Heineken and selection. its portfolio in the Canadian market. The assignment also covers Heineken’s Publicis is leading creative and strategy international brands portfolio, which across channels for the beer brand, which includes Strongbow, Birra Moretti, is focused on accelerating growth in the Sol, Dos Equis, Tecate, Newcastle and Canadian market and bringing a new brand Murphy’s. Delmouly said that in addition Kennedy. The Publicis Groupe network positioning to life this year. to accelerating the growth for the Heineken has been one of Heineken’s roster shops, Publicis has been the lead agency for brand, it is looking to “shape the cider producing ads like the Dream Island Heineken in several countries for a number category” with Strongbow and further campaign. of years, and was named lead global agency develop its international brands. W+K worked on Heineken for five in 2015, working with local agency partners It would be recalled that in 2015, years, producing work like the “Legends” in different markets. In Canada, the brand Publicis assumed lead global creative campaign that helped the company earn named Sid Lee its lead agency in 2016. responsibilities for the Heineken brand, recognition as the 2015 Creative Marketer Commenting on the current following the split between the world’s of the Year at Cannes. assignment, Laurent Delmouly, managing third-largest brewer and Wieden +

32 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGN NEWS

clients want outstanding creativity, powered WPP combines AKQA and Grey to by technology expertise and delivered at a global scale. This new company is designed precisely to meet those needs and is another create new agency experience important step forward in building our future-facing offer for clients.” Grey, named one of Fast Company’s The AKQA Group will launch with the Most Innovative Companies, is trusted AKQA and Grey brands, which will be globally by clients from the fastest-growing integrated over time into a single company startups to leading multinationals and based on client and market needs. The government agencies. Over the past five management team and creative leadership years, the agency has received top industry will be announced in the coming weeks, accolades for creative effectiveness, comprising leaders from AKQA and Grey. including: Adweek Global Agency of the AKQA and Grey have highly compatible Year (twice), the Grand Effie, Effie Agency creative cultures and share a common belief of the Year, and Cannes Lions International in the power of creativity. Between them Festival of Creativity Agency of the Year PP’s AKQA and Grey are they have won nearly 600 Cannes Lions with 395 Cannes Lions. Grey’s growing uniting to form a new network in the last decade. The two agencies have global Health & Wellness practice counts model, AKQA Group. Grey complementary, non-competitive client many of the world’s largest pharma and is renowned for creative storytelling and W rosters. The combined AKQA Group will health-related companies as clients. global brand-building at scale, while have expertise in the media, entertainment AKQA, recognised as a digital AKQA is celebrated for its world-class and technology sectors as well as packaged pioneer and a creative innovator, has innovation and experience design skills. goods, healthcare and financial services. won over 60 Agency of the Year awards; With heightened demand for digital Ajaz Ahmed said: “Our goal is to led Gartner’s independent evaluation transformation and technology-driven expand horizons, combining the curiosity, of Global Marketing Agencies for three capabilities, the combination will create a ambition, imagination and pioneering years in succession; led IDC’s quantitative powerful new proposition for clients as a spirit of a startup with the reach of a and qualitative assessment of success in leading creative solutions company with a global enterprise. This is an unparalleled Customer Experience Design; won two worldwide footprint. opportunity for AKQA and Grey to bring Grand Prix at the most recent Cannes The AKQA Group will have 6,000 our shared assets to life into a modern, Lions International Festival of Creativity; people in more than 50 countries and a creatively-led company, building upon our been named by Fast Company as a Best blue-chip client roster that includes more inspiring and useful work to create value for Workplace for Innovators; and achieved a than half of the Fortune 500’s top 20. It will our clients, people and communities.” consistent track record of growth since its provide a full range of brand experience Michael Houston said: “This exciting founding. capabilities across all communications new partnership begins with what The move follows the successful platforms, strengthening the skills and consumers expect, clients value, and combination of other WPP agencies to services of both companies for clients. brands need. Forming a new company that create Wunderman Thompson, VMLY&R AKQA founder Ajaz Ahmed and Grey can deliver culture-driving ideas through and BCW, which have been among WPP’s Worldwide CEO Michael Houston will technology at speed and scale is a potent best-performing companies by addressing partner to lead the new Group. Ahmed proposition for our clients, large and small, client needs for more integrated, creative will become Chief Executive Officer and and will allow us to offer the most powerful and technology-driven solutions. Houston will become Global President and creative solutions in the industry.” Chief Operating Officer of AKQA Group. Mark Read, CEO of WPP, said: “Our

foils attempt to create 33m+ fake accounts intelligence and machine learning. The rest inkedIn said it has foiled attempt jobs, advice and a chance at economic were captured through manual review. to create over 33 million accounts opportunity. Our teams are working to “We want to make sure our community on its platform. This was according keep LinkedIn a safe place for professionals continues to be a valuable resource for Lto the transparency Report released by by proactively finding fake profiles then you; one that creates opportunities to find professional network for the first half of removing them and any content they share. jobs, make connections and grow careers. 2020. “Between January and June, 2020, When we stop fake accounts, we start more Speaking on the latest report, the we have taken action on 33.2 million chances for economic opportunity. We are professional networking platform said: fake accounts. A large percentage of the committed to using every measure available “LinkedIn continues to grow as an active fake accounts of the fake accounts were to maintain your safety, allowing everyone professional community of more than 700 prevented or taken down through our to access economic opportunity while million members where real people find automated defence, including artificial feeling supported and secure.”

34 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGN NEWSFEATURES

THE EVOLUTION OF SOCIAL MEDIA ADVERTISING THROUGH 2020

he first wave of the COVID-19 In other parts of the world, the numbers resulted in increased platform engagement pandemic last spring prompted are increasing—India, for example, jumped across the board. consumers adjusting to from 73% in May to 78% in August. Consumers gravitate to stories quarantines to increasingly Similarly, 81% of Mexican and Brazilian Stories are convincing CMOs of the turn to social media for news, information consumers said they had made a purchase importance of being visually appealing in Tand personal connections. To find out through social media in the past 30 days. a world where users’ feeds are carefully more about social media use in this new Budget volatility is on the rise curated. In Brazil, for instance, the appetite normal, Smartly.io surveyed consumers CPMs (Cost Per Mile) fell in concert for story ads is exceptionally high, with 25% across the globe in May to understand their with the decreased ad spend and increased of local respondents selecting that as the preferences involving advertising and social ad usage at the beginning of the pandemic. format they are most open to receiving on media. Since then, the industry has experienced social media. Other countries’ preference Months later, we wanted to see whether extreme volatility. for story ads hovered around the low teens. things had changed from the consumer In fact, fluctuation of U.S. retail CPM At the same time, messaging apps or point of view and what this means for rates over the past six months indicates chatbots were the least popular among brands. Surveying over 2,000 consumers, major potential for U.S. retailers to add consumers. The bottom line is that content we discovered that while some consumer social media advertising to their marketing that “looks like an ad” will be ignored, but preferences have returned to normal, others mix and experience immediate benefits. content that blends in seamlessly alongside still vary greatly from pre-pandemic times. More than ever before, it is important for material consumers are already viewing on Through the survey data, brands can brands to make sure their social media ads social media will have a much greater shot gain a deeper understanding of the evolving are relevant to keep performance levels at capturing their attention. global social advertising landscape and consistent. Overall, our survey found, people are how it can empower them to thoughtfully Facebook is leading the way seeking more connections through social connect with consumers. When we asked consumers what their media—including with brands—as they Here are some key takeaways: No. 1 go-to platform on social media during look to stay safe during the pandemic. In May, 48% of global consumers the pandemic was, Facebook dominated the Advertisers that increase their efforts to said they had made purchases through field in all countries. In fact, 43% of global virtually engage these consumers while they social media ads over the past 30 days. consumers selected Facebook as their top try to limit in-person interactions will be That climbed to 51% in August. However, platform during the pandemic, followed by positioning themselves for success both in patterns vary by country. For example, in YouTube at 24% and Instagram at 15%. the face of shutdowns and limited contact the recent survey, 38% of Italian consumers Facebook also reported a surge in as well as for the future as COVID-19 said they made a purchase from a social the use of its messaging tools, especially hastens the adoption of the all-digital media ad in the past 30 days, while in Spain during the lockdown. With Pinterest, Snap lifestyle. the number was 17%. and TikTok following suit, the pandemic Source: AdAge

36 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGN NEWSFEATURES How to evolve your brand messaging for the new normal message, speak from a place of authenticity. Be honest about what your company is facing. Be open about the values that drive your business. And, above all, be real. For example, if you’re trying to create value based on the way you price your products or services, it’s perfectly fine to leverage marketing psychology and principles like the decoy effect to persuade people to buy specific products or services. But, your pricing should be real and authentic. Don’t just create random products or service packages that feel inauthentic or f your business is communicating in the Crowded restaurants, offices, or stores contrived. People will notice. same way it did before the COVID-19 Does your legacy communication include And, if you find that your visual branding pandemic started, chances are good that recommendations or language that no longer just isn’t on track with your authentic your brand messaging won’t resonate apply? business, check out this free brand identity the way it once did. Do the photos or videos on your website guide. IBrand messaging refers to your brand’s or those you share on social networks depict communications on your website, on social behaviour that is no longer appropriate? 3. Create consistently, strategy-driven networks, and in your marketing campaigns. Audit your current messaging and cull messaging Whether you’re starting a new business out any references to group events that can In order to ensure that your brand messaging or trying to grow an existing business, how no longer be attended, and activities or is effective, you should build a strategy you communicate impacts whether you build personal practices that are no longer safe. and define certain key elements that will and grow a sustainable business. Avoid making statements that are out of complement and help you communicate Here are 3 insights to help you evolve touch with our current reality or you’ll look your brand messaging. your brand messaging for the new normal: clueless (at best) or callous (at worst). This is sometimes called the brand messaging framework and it contains these elements: 1. Audit messaging for topics that no 2. Authenticity is more important than Brand promise – what you actually do. longer apply ever If you’re writing a business plan for Authentic business interactions have been in Brand positioning statement – how you a business you plan to launch, you can demand for some time. differentiate in the marketplace. build strategies for the new normal and This trend of prioritizing honesty and Target audience – conduct market differentiate from entrenched businesses human connection has grown even more research and assess your target audience. that have failed to evolve their messaging. important as businesses adapt to the new Focus on their pain, their needs, and their If you run an existing business, then you normal. desires. must assess how the post-COVID-19 world We’re currently facing more large-scale, Mission – why does your company exist, impacts your business. shared uncertainty than most people have and what values are essential? Every business needs to adapt and evolve experienced since the last world war. The Voice – knowing your brand’s personality in order to survive and thrive. In fact, just pandemic has attacked multiple fronts – will help you to develop your brand voice in 2020 alone, a record 46 companies with health, social interaction, finance, education, and tone of voice. at least $1 Billion in assets have filed for labor, and more. Its impact is hard to avoid. Elevator pitch – how would you describe Chapter 11 bankruptcy. Uncertainty and anxiety make people your brand in one sentence? How about in So many aspects of daily life have yearn for stability – for people and brands one minute? changed since the coronavirus entered our they can trust. Your unique selling proposition (USP) – lives. Your brand messaging for the new And, authentic human-driven business what your business stands for. For example, normal must reflect these changes. practices build trust. They reassure people Apple’s USP is found in “user experience”: Here are a few obvious topics that may that there’s a port in the storm. everything they do is meant to have the user create friction with customers and prospects: As you update your marketing strategy, at its core. Large social gatherings consider your brand and what it stands for. The brands that are flexible and evolve Physical interactions between people outside Then look for ways to engage with your their brand messaging to adapt to the of their homes audience over your shared common ground. pandemic and beyond, are the ones that will Coughing or sneezing without covering Social media marketing is a great channel succeed. the face for these kinds of more intimate interactions. Face-touching And, as you craft every new brand Source: Advertising 360

38 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNSPOTLIGHT NEWS

StarTimes Celebrates 10 years of Digitalising Homes Nationwide

n a country where most businesses In terms of contributions to the economy, fail within their first three years of the Chief Executive Officer, StarTimes sports from football, basketball, car race operations, it is no mean feat when a Nigeria, Mr David Zhang disclosed that its to combat sports at pocket-friendly prices. company scales through its first decade total investment in the country since the Football games on StarTimes include of operation. launch of its operations in 2010 had risen to Europa League (exclusive), Emirates FA StarTimes came into Nigeria in 2010, $220 million (over N85 billion) and this has Cup, FA Community Shield, La Liga (French effectively breaking the monopoly which driven digital- TV penetration to grassroots Commentary), UEFA Nations League, Coppa Ihad made access to digital TV programmes, communities once excluded. StarTimes has Italia and Copa Del Rey, among others. a luxury and exclusive to the rich. Within thus played a pivotal role in the country’s StarTimes also airs NBA basket games via its its first few years of operation, the company digital switchover drive. ESPN channels. launched several competitive packages which forced other pay-TV operators to FIVE HEARTY CHEERS: EIGHT HEARTY CHEERS: lower their access price, thereby pioneering Rural access to digital-TV On-the-go streaming of StarTimes with digital inclusion in the industry. The project of ‘Access to Satellite TV OTT Let’s take a look at some of the laudable for 10,000 African Villages’ is one of the People are spending more time away from feats of the brand as we wish them 10 hearty cooperation initiatives between China and their homes, and StarTimes launched the cheers. Africa, aimed at enabling African families Over-The-Top media service (StarTimes in rural areas to have access to digital media ONE HEARTY CHEER: ON) to enable people stream programmes with high-quality images and rich TV on the go using internet connection on Digital TV inclusion programmes. mobile devices and gadgets. Live football, Before 2010, Digital television was out of Under this programme, 1,000 movies, and drama series are only a tap away. reach for the majority of households as most communities in Nigeria have been equipped All live football matches can be streamed could only afford terrestrial TV with limited with projectors, TVs and satellite TV at just N400 weekly subscription. There are options in terms of choice of stations and decoders allowing all villagers, especially a lot of free content to watch on StarTimes programmes. kids, to enjoy the wonders of digital TV. ON. StarTimes thus pioneered digital-TV inclusion, bringing access to those that SIX HEARTY CHEERS: NINE HEARTY CHEERS: were excluded from enjoying the beauty of Liberalising digital TV experience with Better life with StarTimes GO pay-T V. cheaper subscription plans Recently launched, StarTimes GO is a By introducing a lower subscription TWO HEARTY CHEERS: 24-hour television channel dedicated to fees into the industry, StarTimes effectively e-shopping and aimed at advancing the Flexible subscription plan lowered the average subscription price of digital lifestyle of Nigerians. The integrated In 2017, StarTimes again blazed the trail Pay-Tv. e-shopping platform offers audience access introducing flexible subscription in line with The access price of digital TV has to a massive array of superior quality popular demand. crashed from an average of $50 per month products, with great designs, at discounted Subscribers can choose any of the to 3 or 5 dollars per month. And to date, this prices, while the goods are directly flexible subscription options – daily, weekly, is one of StarTimes greatest achievements: delivered to the doorsteps of shoppers. With monthly and quarterly, allowing them to making digital TV affordable for all families. COVID-19 disrupting business activities subscribe according to their needs and Clearly, the company is sparing no effort and limited days for shopping activities in means. Consumer’s interests are duly taken to realise its ambitious mission: “To ensure key markets, StarTimes relives households care of with these flexible subscription that every African family can access, afford, the stress of sourcing their high-tech home options which give them access to pay for watch and share the beauty of digital TV”. products’ needs. what they watch as low as N90 daily, much SEVEN HEARTY CHEERS: With StarTimes GO, StarTimes is less than the price of one meal. making a statement that it is not just a This payment model is also very Rich and premium content digital-TV, but also an enabler of digital- convenient for people who do not spend a From inception, the Pay-TV operator has lifestyle. StarTimes GO further reinforces reasonable time watching television after the continued to treat subscribers to premium the company’s vision to ensure that every usual monthly subscription. quality content and great channels even with African family can access, afford, watch and its low subscription fees. In recent months, share the beauty of digital TV. THREE HEARTY CHEERS: StarTimes refreshed its content offerings and Job creation introduced more highly sought-after content. TEN HEARTY CHEERS: Though relatively a young player in the Some of the recently added channels To all StarTimes subscribers, partners, Nigerian pay-TV industry, StarTimes has include Toonami, CBeebies and employees and supporters, StarTimes says a invested billions of naira in the country, DreamWorks for kids. There is also TNT big thank you for supporting the brand. All creating over 1000 direct jobs for Nigerians, Africa, a Hollywood movie channel and stakeholders are assured that the business and over 3000 indirect jobs for dealers, newly launched Nollywood channel, PBO will continue to make it a priority to broaden production companies and local channels. TV dedicated to top-class movies. StarTimes its lucrative offerings to meet a variety brought back the FOX, NGC, Nat Geo Wild, FOUR HEARTY CHEERS: of their interests without compromising ESPN, ESPN 2 and BABY TV. affordability. Investments Sports lovers are served dozes of live

40 MARKETINGEDGE / DECEMBER/JANUARY 2021

BRAND IN FOCUS BRAND NIGERIA: X-raying the branding and The return to civil rule, however, witnessed a revamping of image laundering in the country as exemplified by the Heart of Africa and Image Re-branding policies rebranding efforts so far of the Obasanjo (1999-2007) and Yar’Adua (2007-2010) administrations, respectively. The Yar’adua image re-branding project was the most comprehensive and expensive nation-branding initiative yet. It had the By KASIM BAKARE motto “Nigeria: Good People, Great Nation” and was aimed at “accelerating Nigeria’s development through foreign investment n the 21st century, nation branding has become a big business, and its practitioners and tourism”. see their line of work as psychological - beyond mere sloganeering. Simply put, The campaign was meant to further every nation has the task of looking inward, discovering and finding its place in re-enforce the administration’s campaign the world. In other words, beyond coining a tagline or producing a suite of logos, against corruption and unwholesome nation branding experts go for deeper meanings. They believe they can fix upon, practices. In recent times, there were the and excavate, a place’s very identity, or at least an identity, something that can “Change begins With Me’ and “Not in My guide a government in figuring out how to rise in the esteem of its neighbours, Country” campaigns during the present how to allocate its resources, how best to compose the face it presents to the world. administration. In spite of the vigorous The meaning of branding goes beyond just names, marks and labels. It captures campaigns and huge investments on these relationships, experiences and states of mind. Perhaps that was why David Ogilvy, the projects, why did they fail to achieve and I“Father of Advertising”, defined the brand as the intangible sum of a product’s attributes. deliver on expected outcomes by the The above truism also applies to the brand management of nations. For nation-brands, the branding initiators and promoters? brand identity of a country goes beyond just the name and geographically defined territory A holistic review of the campaigns will pre-requisite of a state. A nation brand consists of all structures, sub-structures and suffice for this analysis infrastructure put in place to enhance the brand’s equity and essence. The Heart of Africa project was A nation brand is, first of all, a strong idea, a well-chosen and formed place identify conceptualised and sold to the Obasanjo based on expectations, feelings, experience. A country needs to have its brand to make a administration by lawyer-turned branding good impression, to form a number of positive associations, and support this impression expert, Leke Alder, lead consultant at with user experience between the brand and its audience, while creation of a successful Alder Consulting. Writing on the idea brand for the country, accentuation of its advantages over other countries will contribute to behind the project, Alder reiterated that its popularity. Therefore, in order to create a successful brand for a territory, it is necessary it was conceptualized as “a programme to consider its uniqueness, ideology, and justification of factors—formation of expectations for Nigeria’s image management and and their justifiability. progression” with the primary objective For the Nigerian state, efforts at branding and re-branding the nation by successive to promote Nigeria’s national brand assets administrations, especially in the last two decades, have not been quite successful. The while addressing the brand ‘eroders’ country’s public space and discourse have been replete with re-branding initiatives since the confronting the nation. Murtala Mohammed/Olusegun Obasanjo military government (1975-1979). Shortly after After costing the country over N1 the Shehu Shagari-led civilian interlude, the Mohammadu Buhari/Tunde Idiagbon regime billion, as later revealed by the late Prof. (1983-1985) launched the War against Indiscipline (WAI) campaign. This was followed by Dora Akunyili when she became the the MAMSER and Not in Our Character initiatives, promoted by the Ibrahim Babangida Minister of Information, the exercise and Sani Abacha dictatorships, respectively (1985-1998). was ditched, having failed to deliver on While the several campaigns during the military era focused on portraying Nigeria its promise. It was later discovered that as a political giant in the continent and the need for its citizens to embrace national the proposition, Heart of Africa, was not ethos and values, successive administrations from the regime of President Olusegun original to Nigeria as some other countries Obasanjo(1999-2007), Umar Yar’adua(2007-2010), Goodluck Jonathan(2010-2015), were already using the proposition ahead of Muhammadu Buhar i(2015-Date) focused on changing the national psyche and Nigeria. enhancing tourism and attracting foreign direct investment through several image Having discarded the Heart of Africa laundering campaigns. Many of these interventions were either short-lived due to military proposition, the Nigerian government interventions or the sincerity of the government in power to see the campaigns through. on March, 19, 2009 announced a new

42 MARKETINGEDGE / DECEMBER/JANUARY 2021 BRAND IN FOCUS

South African airport where she claimed Secondly, most citizens they say, have her bag was stolen. But it was clear from the never believed in or owned the campaigns day the initiative was launched that it was or projects. Such campaigns are usually just a project that was designed with the emotive and citizens are supposed to own hope of changing what was presented by or believe the project. Mallam Yusuf Alli government as the unacceptable (SAN), during a recent interview with On September, 8, 2016, the Nigerian MARKETING EDGE, had this to say about government announced another rebranding Nigeria’s national ethos and values viz-a-viz initiative tagged “The Change begins her past efforts at rebranding: “If you want with Me”. The campaign was to promote to do institutional changes, it has to start attitudinal change and a re-orientation from the bottom. That is what is wrong of the nation’s value system again, the with the fight against corruption. You can’t campaign was spearheaded by another fight corruption from the top. Look at Minister of Information, Alhaji Lai War Against Indiscipline (WAI) instituted Mohammed. The initiative appeared during the Buhari/Idiagbon regime, we to have been coined from the ‘Change’ were all forced to queue with soldiers thematic campaign slogan for the president holding whips. Immediately the soldiers in 2015. However, it became enmeshed in left, we went back to our old ways because controversy when a private citizen alleged it is not in our system. Look at our driving that the campaign was a content of a culture. People beat the traffic light because proposal he wrote to government for the obeying traffic lights is not engrained rebranding project. The bad press generated in their system. If people are properly Simply put, every nation from the controversy was the laststraw that moulded, tutored, mentored or channeled, has the task of looking broke the camel’s back. they will get it right.” Quite significantly, there was a private Lastly, the socio-economic indices inward, discovering and initiative by a concerned citizen, Akin needed to drive these campaigns were Fadeyi, in what he termed; “Not in My either non-existent or fast eroding. This finding its place in the country”. It was an effort to stem the was a major baggage for the drivers and world. In other words, tide of corruption and unwholesome proponents of rebranding Nigeria. practices in private and public spheres In spite of the aforementioned reasons, beyond coining a tagline or through attitudinal change. This audacious all hopes are not lost on achieving desired move by a private citizen was, however, results in future campaigns if the right producing a suite of logos, embraced with cautious optimism as thing is done in re-jigging the rebranding many felt it was another initiative in the campaign. nation branding experts mould of government past interventions. On her part, Temitope Jemerigbe go for deeper meanings. Specifically, there were concerns that the opined there is need to have a deep dive real identities of the promoters of the into the brand-Nigeria. “Not just a SWOT They believe they can campaign were people in government using analysis, but a policy-based determination the campaign to leverage government’s of what Nigeria means, what we want it to fix upon, and excavate, influence. Generally speaking, there are mean to the citizenry, how we want to feel diverse reasons responsible for the failure about Nigeria and more importantly, make a place’s very identity, of the nation’s attempts at branding and re- them become proud of Nigeria.” or at least an identity, branding at different times of our political The question of what makes a nation history. a nation has been eternally troubled even something that can guide a In the first instance, the drivers of the as nation brand experts hold that the Nigerian branding projects only understood metabolism of a country is longer and government in figuring out branding from the elementary point of slower than that of a product or a company. how to rise in the esteem view. They created a proposition to reflect Every modern nation-state has built itself what they wished the world to see and feel around some perceived essence, some of its neighbours, how to about Nigeria. Whilst they focused on the identity regarded as unique, even if it’s a awareness aspect of the marketing project, mixture of truth and lies, exclusions and allocate its resources, how the experiential side of the mix was largely exaggerations. ignored. Other nation branding projects fail best to compose the face it Commenting on this, Temitope because, mainly, governments don’t have presents to the world. Jemerigbe, MD, DKK, had this to say: “A lot the capabilities to manage the project of reasons can be adduced for the failures strategies. More often, the calculations of associated with previous rebranding efforts politics enter into it, or a newly elected by Nigeria. For all the reasons, that which government rolls back its predecessor’s seems to merit further enquiry is that ideas, or the venture relies on superficial “rebranding” programme with the theme: which suggests that the problem lies with advertising. Good People Great Nation”. Besides being the brand. There are those who believe While it should be noted that it takes anchored chiefly on her dissatisfaction with that brand Nigeria has never been clearly more than mere rebranding to fix a nation, the previous campaign, Akunyili’s nation defined, and its promise never clearly calculated efforts should be put in to heal branding project was also rather reactive; articulated – which is why all the brand Nigeria and her citizens, especially at this deeply influenced by her experience at a messages have been at odds with the public. critical period.

MARKETINGEDGE / DECEMBER/JANUARY 2021 43 BRAND TOIN FOCUS WATCH

OutstandingAmber: Product Launch of the Year

mber Energy Drink, a premium converts to the premium energy drink. energy drink from the stable of As if this was not enough, the energy drink brand began an Amber Drinks Limited has won the ambitious empowerment programme where over one thousand prestigious MARKETING EDGE Nigerians have been assisted to become their own bosses by Excellence Award. Amber emerged starting their own enterprises. winner in the “Product launch of the The empowerment programme which continues to record huge Year’ category at the high-octane successes with more participants have been providing Nigerians the event held recently at the D’Podium opportunity to own and grow their businesses through soft loans international event centre on Aromire and business support initiatives. It was introduced as a solution to Avenue, Lagos. For the management the challenges of unemployment and targeted at poverty alleviation team of the energy drink, it was indeed a memorable occasion as and also to help generate jobs and income. the Amber brand shone brilliantly like the Northern star when they With reduced caffeine and taurine content, the beverage brand stepped out to receive the award. is scientifically formulated to provide an incredible energy boost Amber was launched at an exclusive virtual media event July for those who lead active and exhausting lifestyle, ranging from this year due to the prevalence of the covid-19 global pandemic and sports to entertainment. It is also fortified with amino acid, citric other attendant government protocols. The energy drink brand acid and essential B-vitamins in addition to Guarana spice, which Awas heralded into the competitive Nigerian are required daily to fight fatigue, improve energy drinks market with a 360 degree concentration and keep the body energized Integrated marketing communications all day long. support. The unique and innovative launch Speaking on why Amber Energy drink of the product with the deployment of won the award, John Ajayi, Publisher/CEO, avant-garde publicity and top of the mind MARKETING EDGE said: “It is on record awareness creation jolted the market which that the grand entry of AMBER ENERGY had hitherto remained quiet and dull due to DRINK into the market, only a few months the pandemic fall-out. ago, shattered myths, broke records, set Barely a month after, the new Amber new standards in innovation, instant market Energy Drink began gaining traction, penetration; and carved a niche for itself driving sales in the Nigerian burgeoning that will be difficult for any new product in Energy Drinks market with the product the market to match. Its profile has been rapidly penetrating major stores and trade rising since inception; and its penetration outlets in Lagos State. of the market has been significantly Demonstrating its resolve to be different phenomenal! and stands out of the pack, Amber Energy Drink within 3 months of market entrance Indisputably, the brand has come with launched a major Corporate Social amazing innovativeness in its development, Responsibility initiative through Amber packaging, distribution and brand building Free Bus Ride project. initiatives, thus flagging off a heritage of The Amber Free Bus Ride project was a uniqueness and consumer-centricism. This major charity project the brand initiated to award is a recognition, appreciation and allow commuters in Lagos metropolis enjoy celebration of all the above and much more. free BRT bus rides to their destinations It is also a pointer to what the future holds for three months. It was one unique effort for this very promising brand; and a very that resonated quickly with the Lagos state strong endorsement by the consumers”. residents many of whom became early

44 MARKETINGEDGE / DECEMBER/JANUARY 2021 No matter our language, race or culture, as we raise our voices in prayer and pour EAGLE AROMATIC SCHNAPPS in libation, may our ancestors answer our prayers.

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Respect Tradion. Enjoy Tradion. FOREIGNSPOTLIGHT NEWS

Championing better ways to cook and eat

norr was founded in Germany in 1838 by Carl Heinrich seasoning. Theodor Knorr. He began by experimenting with drying Knorr seasoning cubes are produced with sustainably sourced vegetables and seasoning to preserve nutrition and ingredients and creates authentic flavours and dishes or the flavor. Since then the brand has been on the mission of enjoyment of the people we serve all over the world. Knorr’s bringing better and more flavourful food to our tables purpose takes a holistic and responsible stance in the food Kthereby bringing flavor to people’s lives and continues to do so ecosystem, as we champion better ways to cook and eat for a today. The passion for food lies at the heart of Knorr – and it is the more sustainable food future across the globe. reason why it is one of the largest cooking brands sold around Knorr believes everyone and everything is more the world. interconnected than ever before, and each choice we make Knorr is a product of Unilever PLC and is recognized as one creates a wider impact. You make a positive impact when you of the world’s largest cooking brands and continues to celebrate choose Knorr because our flavour is good for your dish, good for the wonderful differences in foods dishes and flavours all over the you and good for the planet. world. Flavour is the essence of the Knorr brand and we believe Headlining this mindset is our fortification of the Knorr that this is the magic that transforms everyday experiences into Bouillon cubes with iron and iodine in Nigeria to address the meaningful moments that brings people together. issues of iron deficiency which is prevalent among young girls With the launch of Knorr boullion cubes in Nigeria in year and women in Nigeria. This is on the backdrop of the Knorr Force 2000, the brand has established itself as a leader in the food for Good campaign also called the Green Food Steps campaign seasonings market in Nigeria. Consumer over the years have initiative which includes visiting schools and communities, come to love the cubes and it has become their most preferred especially in rural areas to drive awareness and behavioral change in diet to increase the consumption of green leafy vegetables. To bring to life the brand’s love for flavor, Knorr Taste Quest - a Unilever Nigeria-sponsored TV reality started airing in 2013. The show was created to reinforce Knorr’s culinary expertise and. It is designed for people to showcase their culinary skills, as well as bring to the homes of consumers an exciting and educational cooking show in Nigeria. During the show, the brand’s panel of expert judges give various tasks to the contestants to test their culinary prowess and their creativity. Judges select the best 12 contestants to compete for 13 weeks, with one of them emerging as the winner and ultimately crowned as Nigeria’s culinary best. Knorr Cubes are available in 400g, 320g and 96g in chicken and beef flavours and are sold at outlets across Nigeria Knorr has newly launched a seasoning powders range which are 100% natural, made from a delicate balance of garlic, onions, herbs and spices for a naturally tasty dish and more intense flavor. The seasoning variants enhances the flavor of dishes making them even more irresistible. The launch of this range is supported by the proposition that natural ingredients make more flavourful meals. Knorr powders sold in 12g packs are available in Classic and Chicken flavours. Whatever you are cooking, Knorr is always there to add flavor.

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www.terragongroup.com FOREIGNBANKING NEWS& FINANCE TOP OF THE MARKET . . . Gists, Jests & Jabs With John Ajayi Engineer Prince Dozie Mbanefo: Consumate adman with style, swag and panache

He is quintessentially cute, cautious, calm“ and calculating yet, urbane and cerebral. Gentle, Suave and humane, Mbanefo, an avant-garde professional is one bold and audacious entrepreneur that this generation has bequeathed to the Nigerian advertising industry and enterprise. “

48 MARKETINGEDGE / DECEMBER/JANUARY 2021 BANKING & FINANCE

GISTS, JESTS & JABS Engineer Prince Dozie Mbanefo: Consumate adman with style, swag and panache

rince Dozie Mbanefo, advertising coverage reaching all the him, enterprise is not only about making Managing Director/ Chief corners of the country and most West money or posting huge financial returns. Executive Officer of New African countries. Rather, it is all about value. It is all about Crystal Communications Ltd, Initially established as a printing and impact. And it is all about changing the a digitally wired leading Out- public relations company in 1994, the paradigm, setting new standards and Of-Home agency is primus company has risen to become one of the bench-marks while creating value for Pinter pares in the competitive Nigerian OOH most prominent and influential outdoor all stake-holders within the value chain. Sector. advertising companies in the country. He is a humanist to the core as he has A trained Engineer with impeccable Infact, the agency has grown into an no space within him for bile or hate. His track records of out-standing performances Octopus with foot-prints on all paths. businesses are peopled by exciting, ever- in his chosen field, Mbanefo who has put Since its inception as an outdoor happy employees whose commitment behind him over two decades of admirable advertising company in 1998, New Crystal to enterprise is remarkably inspiring and years with dynamism in the industry is a has quickly risen to lead the market with its admirable. Mbanefo has uniquely and proud holder of MBA in marketing and innovative approach, introducing a number robustly demonstrated this in his over advertising both in Nigeria, UK and United of world class products and services to two decades practice as an Out-of-Home states of America. the Nigerian market and earning itself a advertising professional per excellence! Mbanefo, debonaire and soft talking prestigious position within the Outdoor With innovation and creativity at the heart Out-of-Home advertising guru is a holder Advertising Association of Nigeria (OAAN). of his drive and endeavours, Engineer Prince of the Federal Republic of Nigera National With his digital-driven OOH Products Dozie Mbanefo continues to set the pace. Merit award of Excellence. He has won doting skylines of many Nigerian cities, He continues to navigate the fortress MARKETING EDGE Innovative Leadership towns and metropolis, Prince Mbanefo where even the devils feared to thread. He award in OOH year on year. is fast assuming the status of the “KING is bold and audacious. He has guts, grit and He has gathered a lot of experiences OF THE AFRICAN OOH MARKET”. He is intellectual acumen that keep propelling working on multinational and government quintessentially cute, cautious, calm and him to higher and enviable heights. As accounts across several sectors and services calculating yet, urbane and cerebral. at today, he remains a quintessential ensuring that the accounts in his control Gentle, Suave and humane, Mbanefo, OOH practitioner whom all advertisers have the best. He has also been involved in an avant-garde professional is one bold in the country would like to trust with development of data and tools for accessing and audacious entrepreneur that this their brands exposure on the OOH. Yet, efficiency of Out-of-Home Advertising. generation has bequeathed to the Nigerian he remains loving, humble and affable New Crystal Communications, the advertising industry and enterprise. but extraordinarily outstanding on value agency which he founded and leads, is Mbanefo’s passion for professionalism creation and addition. a major outdoor advertising company and excellence in any task he is committed with offices in major cities of Nigeria and to has almost become an “obsession”. For

MARKETINGEDGE / DECEMBER/JANUARY 2021 49 GISTS, JESTS & JABS BIODUN “People told Henry Ford he couldn’t do it. People told SHOBANJO’s Thomas Edison he couldn’t do it. People told Andrew Carnegie he couldn’t do it. THE WILL TO WIN: People told Jesus Christ He couldn’t do it. They all have something else in common, BIRTH OF A they all did it! BEST SELLER - Jose R. Coronado, The Land Flowing with Milk and Honey.

bove quotes excerpted from the first published book of Jose R. Coronado best illustrates the philosophical mindset of Mr. Biodun Olusina Shobanjo, the Nigerian numero uno advertising titan and a humanist to the Acore. As the nation, and more specifically, the Nigerian Integrated Marketing Communications community await the release of the autobiography of Dr. Biodun Shobanjo, it is right and proper to state, that “The Will to Win” was indeed and in fact a reflection of an exemplary life lived on industry, hardwork, integrity, astuteness, purpose, mission, vision and determination. The book titled, The Will to Win: the Story of Biodun Shobanjo, written by Mr. Dotun Adekambi, an award-winning business journalist and PR practitioner unmistakably captures the quintessential Biodun Shobanjo and his winning ways. In commemorating the launch of this much sought after best seller, MARKETING EDGE takes the liberty to re-publish an article already published in one of our past edition publications Titled: “Dr. Biodun Shobanjo: A legacy of courage, boldness and entrepreneurship. Webster’s dictionary defines legacy as, “anything handed down from the past,

50 MARKETINGEDGE / DECEMBER/JANUARY 2021 BANKING & FINANCE

GISTS, JESTS & JABS

as from an ancestor or predecessor.” been passionate about elevating the To put it slightly different, legacy market value of his employees’ talents apart from being the establishment by showing a genuine responsibility to of traditions that can be passed on reciprocate the value they are adding to future generations, can equally be to his success as a leader. a body of work at each stage of our According to Shobanjo there are career as we establish the foundational four essential elements for success and building blocks and garner the he lists them as “Professionalism. The necessary experience and wisdom to other is honour. The third is integrity. contribute to growth and innovation in The fourth is passion. They come in any given profession or environment. any order but if you have these four In one word, legacy naturally grows things, chances are that you’re going to with each new experience, each succeed.” new bold idea and ideal that we are Entrepreneurs are often guided courageous enough to deploy. by a desire to create something that Generally, bequeathing a legacy is outlasts them. However, a segment of usually equated with the end rather this group is led by ego and a craving than the beginning or the next phase for notoriety. Others want to create a in people’s career. But leadership is brand that has longevity and becomes not shaped and legacy is not essentially an institution. Another group wants defined at the end of the road or advertising terrain for nearly half a century. to pass on a source of income and the end of a career. Legacy, if critically By 2020, Insight Communications, the security to their heirs. There are also those examined, is defined by the moments agency that enabled his audacious foray into entrepreneurs have made and those who shared, the decisions made, the actions the entrepreneurial world will be 40 years. hope to make a lasting impression on the taken, and even the mistakes overcome As a marketing communication world and leave behind an innovation that throughout the many phases of people’s practitioner par excellence, Shobanjo cut improves people’s lives in some tangible career. his teeth at the Nigerian Broadcasting way. Needless to say that Shobanjo belongs The road to entrepreneurship is often Corporation, now Federal Radio to the later as everything about his legacy a precarious one strewn with unexpected Corporation, in 1964 as a studio manager. shines like the Dog Star in the firmament of roadblocks and dead ends. There are lots He left in 1971 and joined the American- Nigeria’s marketing communications. of sleepless nights, plans that don’t work Nigerian agency, Grant Adverting where A story was once told by one his great out, funding that doesn’t come through and he rose to the post of Deputy Managing admirers. According to the story, “Biodun clients and contracts that are never won. Director before his 30th birthday. He co- Shobanjo will always tell his subordinates It can be so daunting to launch a business founded Insight Communications (now that the very first sign to be noticed about that it may make many wonder why anyone Insight Publicis) in 1979 which has now an organised Chief Executive Officer is the willingly sets out on such a path. become an integrated part of the Troyka condition you find his office and his desk. If there is one man who trusts his gut Group which is the holding company for Shobanjo said: “If you enter a CEO’s office and is courageous enough to take calculated Insight Redefini (the communication group and you meet the table with books and risks, if there is one man who trusts himself for Insight Publicis, Quadrant MSL, Media stationeries scattered all over the place, enough to challenge the status quo and to Perspectives, AllSeasons Media, LCC and you should for sure that such an executive push the envelope of conventional wisdom, Leo Burnet Lagos). Meanwhile, the Troyka is not organised. Even up until now, in his even if it means putting his own reputation Group 4 companies operating under it, 70s, Shobanjo’s office remains an inviting on the line, if there is one man who has namely: Insight Redefini Limited, Serengeti destination to any young and inspiring inspired those around him to take a leap OOH Limited, Halogen Security Company entrepreneur. Despite the expansive of faith with him, if there is one man who Limited and Black Onyx Properties Ltd. nature of the office, every furniture and has created a legacy defining moment in As a believer in people, Biodun’s stationeries are neatly arranged like a his professional and leadership career, if business style has favoured a mentoring Roman showroom. there is one who is aware and extremely ambience which has spawned protégés who Having navigated through the connected with who he is and what he are leading lights of the advertising and wilderness of Nigeria’s advertising, brand represents as an individual and a leader, marketing communications industry in and marketing communications and that man is Dr Biodun Olushina Shobanjo, Nigeria. emerged a brilliant success, the light of the Nigerian numero uno adman of many At each stage of his career, he has Biodun’s legacy shines like a beacon on the ages and epoch. continued to create sustainable impact professional landscape for contemporary Like a colossus, Dr. Shobanjo has and influence. For example, he has always and upcoming practitioners. straddled Nigeria’s marketing and

MARKETINGEDGE / DECEMBER/JANUARY 2021 51 BRANDCOVER STORY IN FOCUS

Rewarding Brand & Advertising excellence at a time like this

By AMOS OLADELE AND KASIM BAKARE

he 2020 MARKETING EDGE Awards may have come concerns about the possibility and gone, but the beautiful memories will linger in of MARKETING EDGE organizing the minds of Integrated Marketing Communications a seamless award ceremony practitioners for long. The high octane event, which this year. However, the annual held at the exquisite and expansive hall of D’podium Summit held virtually on 15 international event centre on 16th October 2029, October erased every iota of livedT up to its billing as one of the most glamorous annual events doubt in the minds of industry stakeholders look forward to in the IMC industry. watchers who realised that the The event, earlier scheduled for June, was put off indefinitely avant-garde publication outfit as a result of the outbreak of the Covid-19 global pandemic. The wasn’t in business for jokes. pandemic had severely affected the social and economic lifestyles Indeed, the virtual summit of the people in unimaginable proportions. The restrictions became a major talking point in occasioned by the pandemic would not permit such social the IMC industry as it featured gathering that is usually accompanied by glitz and glamour. Even seasoned professionals and when the restrictions were relaxed, there were concerns about industry intellectuals who people’s willingness to attend social events because they were not dissected the theme: “Making assured of such events’ compliance with government protocols. As Your Business Future a responsible organization, the organizers took these concerns into fit: The Post-Digital Age consideration and this much was alluded to by the Publisher/CEO of Challenge” in a very robust MARKETING EDGE, John Ajayi, during his speech at the ceremony. manner. It was the first time in Hear him: “For us at MARKETING EDGE, this year’s award is the annals of events organized one with a special attraction and uniqueness. It was organically by the publication and indeed planned and designed to reboot, re-start and re-energise the social, the entire IMC industry that intellectual and entrepreneurial landscape of the Nigeria IMC. We such a galaxy of accomplished are particularly excited to organize this award event to celebrate global thought leaders and the triumph of humanity over the calamitous ravage of Covid-19 professionals would have a even as we observe the Covid-19 protocols put in place to make this 9-hour session on various event a success.” aspects of the IMC industry. During the days leading to the event, many observers had raised The biggest challenge

52 MARKETINGEDGE / DECEMBER/JANUARY 2021 COVER STORY

was to, however, surface hours leading to various sectors of the IMC ecosystem. EDGE who also doubles as the convener of the award ceremony when there was an Thus, there were sessions for Brands and the 2 in1 event, Mr. John Ajayi, reiterated upsurge in the activities of the #EndSARS Advertisers; Creative Advertising; Media the fact that “for us at MARKETING EDGE, protests in the country. Indeed, there were Advertising; Experiential Marketing; Digital the idea behind the MARKETING EDGE real threats on organizing a smooth event Marketing and PR. It was thus not a surprise National Marketing Stakeholders Summit considering the fact that Ikeja (also venue that the summit was a whole-day affair; and was informed by our passion and search of the event) had become the epicentre of it attracted participation from all over the for knowledge, bearing in mind our pay- the protests in Lagos. As fate would have world! off line of Promoting the Brand Idea. We it, the protests did not affect the event. The Leading the eggheads that dissected believe we can only do this successfully if venue, which usually witnesses traffic on the summit theme was Andisa Nstubane, we enrich ourselves with requisite skills, weekends, was surprisingly free-flowing Interim Chief Marketing Officer, Old Mutual competences and capabilities in the science with officers of LASTMA having less to do in Limited who is a renowned and globally and art of marketing. This, in all sincerity, terms of traffic control. respected cerebral professional and an has necessitated the need for us to continue Then came the hour that everyone intellectual powerhouse whose researches, to expand the frontiers of marketing and had been waiting for, as the event started practice, presentations and erudition advertising knowledge with a view to exactly 6:45 pm and the atmosphere, which had been in expectant mood, became electrified with sonorous music, comedy and dance performances. With the apprehension about the security situation resulting from the protests and The year 2020 will be remembered as the ‘Year of the the Covid-19 imposed social withdrawal, many had expected that a large chunk of Great Pause’. It has been a period in which perceptions the awardees and guests would not show up. To the chagrin of most watchers, the changed, boundaries moved, and businesses shifted on expansive hall was almost fully occupied as attendees sat down to enjoy the pot- their traditional, comfortable“ foundations. Brands have pourri of displays and presentations for the night. been left battling with the reality that the unexpected Many brands took turns to identify with the MARKETING EDGE’s brand had indeed happened and leading companies in Africa as evidenced by the presence of customized tables that aesthetically lit have lost an estimated US $60 billion off the value of strategic locations in the hall. Many CEOs and practitioners in the IMC industry their brand equity according to the recent Top 150 Most registered their presence. For the award presentation, a lot of digital innovation Valuable Brands in Africa report by Brand Finance”. was deployed in announcing the winners of the awards. A day preceding the award, a global have inspired numerous professionals, spreading the homily on the business of National Marketing Stakeholders Summit intellectuals and even corporate executives brand management and the management had held. In keeping with the new normal across Africa and beyond. of brand business”. necessitated by COVID-19, the summit with The theme was expanded from the Ajayi added that “The MARKETING the theme: Making your Business Future- earlier mentioned IMC sectoral perspectives EDGE National Marketing Stakeholders fit: The Post Digital Age Challenge held, by a plethora of renowned and celebrated Summit is aimed primarily at initiating virtually, on Thursday, October 15. While the Nigerian professional and entrepreneurial new conversations that are germane virtual hosting of the summit was novel to juggernauts, including Dr. Phil Osagie, Dr. and sacrosanct to the growth and the organisers, it delivered the advantage Ken Onyeali Ikpe, Dr. Felix King Eiremiokhae, development of the integrated marketing of widening and deepening the scope of Messrs Ikechi Odigbo, Lanre Adisa, Femi communications sector in Nigeria. It is a coverage of the theme. Adelusi, Tunji Adeyinka, Victor ‘Gbenga forum where professionals, industry leaders, To the applause of the entire integrated Afolabi, Dayo Adefila, Adebola Williams, experts and thought leaders cutting marketing communications across the as well as Mrs. Tolulope Medebem, Mrs. across a broad spectrum of the micro and globe, the summit was staged across six Temitope Jemerigbe, Mrs. Biodun Adefila, macro-economic sectors share knowledge different sessions with erudite professionals and a host of others. and insights that will provide stakeholders most of whom are also successful While welcoming the guest lecturer, the with requisite compass to navigate today’s entrepreneurs in the industry, dissecting panelists and the global audience to the competitive business environment”. the theme from the perspectives of the summit, the Publisher/CEO of MARKETING He further stressed that Cont’d on pg 8

MARKETINGEDGE / DECEMBER/JANUARY 2021 53 BRANDCOVER STORY IN FOCUS

“Theme for this year’s Summit: Making focused”; also that “Brands that will be all, the event was a masterpiece that got your Business Future-fit: The Post Digital future fit need to humanize their products guests glued to their seats, asking for more. Age Challenge could not have been more and services to reflect the emotions, MARKETING EDGE has raised the bar in apt in view of our current objective reality. aspirations and struggles of the consumers”; event management and one wonders how It is a theme carefully selected because of and that “Brands and IMC industry need to the numero uno marketing publication the current mood in the market place as be flexible, nimble and able to adapt to the has continued to be a trailblazer in any COVID-19 pandemic has suddenly forced changing environment as well as prepare endeavour it veers into. MARKETING EDGE, humanity on reverse gear, making us to for future shocks and disruptions in the Nigeria’s leading marketing publication rethink, re-plan, or re-negotiate our future market without losing focus on strategic has been at the forefront of promoting the or go into extinction”. goals”. brand idea and setting agenda for the IMC Setting the ball rolling on the theme of As has always been the case, this year’s industry in the last 17 years. the summit, the guest lecturer, Nstubane, edition was a great improvement on submitted that “The year 2020 will be earlier ones. In fact, the year 2020 edition remembered as the ‘Year of the Great has taken the annual event to an entirely Pause’. It has been a period in which new pedestal. The package, this year, perceptions changed, boundaries moved, came bigger in scope, deeper in ideation, and businesses shifted on their traditional, wider in reach, and greater in impact. The comfortable foundations. Brands have list of sponsors was longer, their supplies been left battling with the reality that the were richer and more robust; the award unexpected had indeed happened and categories had expanded and ovation that Ultimately, leading companies in Africa have lost an greeted the whole event was much louder estimated US $60 billion off the value of than ever! brand leaders have to learn their brand equity according to the recent Indeed, MARKETING EDGE has raised “ Top 150 Most Valuable Brands in Africa the bar in event management. It has all report by Brand Finance”. turned out to further stamp the numero the lesson that although He emphasized that “The path ahead uno standing of the marketing publication will be challenging to navigate because in Nigeria and an authentication of its times change, the things it means that brands will have to move credentials as a trailblazer in any endeavour decisively to regain customers’ trust in the it veers into. that matter, seldom do. roles that they play within communities, It would be recalled that MARKETING countries, and the continent at large”; EDGE, Nigeria’s leading marketing This means connecting to cautioning that “Ultimately, brand leaders publication has been at the forefront of have to learn the lesson that although promoting the brand idea and setting the things that people care times change, the things that matter, agenda for the IMC industry in the last 17 seldom do. This means connecting to the years. about, to what they value things that people care about, to what they The MARKETING EDGE Awards 2020 value and hold dear. Families, relationships may have come and gone, but its echoes and hold dear. Families, and wanting the best for your children are still ricocheting across our land and as well as a brighter future will always beyond; and its beautiful memories will relationships and wanting remain fundamental concerns. The brands linger in the minds of Integrated Marketing that understand these needs and cater Communications community for a long the best for your children to them will be brands that succeed”. He time to come. thus opined that going into the future, The staging of the event, given as well as a brighter “Brands have to be able to demonstrate the realities of the year 2020 clearly that businesses do not just look at making demonstrated on vital virtue which John future will always remain profits or for economic opportunities”; and Ajayi and his team are imbued with. that “Medium-term five-year business plans Courage. Like Maya Angelou (April 4, fundamental concerns. The and strategies will inevitably become a 1928 – May 28, 2014), an American poet, feature of the past as timelines shorten. We memoirist, and civil rights activist was will increasingly find ourselves living in a reputed to have stated, “Courage is the most brands that understand world where agility and responsiveness will important of all the virtues because without become the watchwords”. courage, you can’t practice any other virtue these needs and cater to On their parts, the panelists consistently”. recommended, among other things, that: In fact, the digital innovation for this them will be brands that “Brands and IMC industry players must year’s event was topnotch as incoming rethink business models and strategies guests were able to watch proceedings succeed”. going forward by being more consumer of the event from outside the venue. In

54 MARKETINGEDGE / DECEMBER/JANUARY 2021 1, Erinola Salako, Behind Nigeria Institute of Journalism, Ogba, Lagos. Tel: 08036157671 Email: [email protected] BRANDCOVER STORY IN FOCUS

MAKING BUSINESS FUTURE-FIT; THE NEW MARKETING REALITIES FACING BUSINESS AFTER COVID-19

By ANDISA NTSUBANE, Interim Chief Marketing Officer, Old Mutual Limited

he year 2020 will be Top 150 Most Valuable Brands in Africa significant, permanent shifts have occurred remembered as the ‘Year of report by Brand Finance. in the ground below their feet. the Great Pause’. It has been a As normality slowly returns, marketers There can be no denying that the period in which perceptions are left with the certainty that although a COVID-19 has brought into sharp focus changed, boundaries moved, new dawn is breaking, they have a scant the dire economic and social challenges and businesses shifted on their traditional, three months to begin recovering lost that the continent faces. There has never comfortable foundations. Brands have ground. They have to compensate for been a more opportune moment than this Tbeen left battling with the reality that the the time when business was paused, and to accelerate the Shared Value Agenda and unexpected had indeed happened and marketing investments were pulled back. engage on how there can be an increase in leading companies in Africa have lost an While getting to grips with these the introduction of business models that estimated US $60 billion off the value of hard-short-term facts, those at the heart of address social issues. their brand equity according to the recent marketing will also be acknowledging that The path ahead will be challenging

56 MARKETINGEDGE / DECEMBER/JANUARY 2021 GUEST LECTURE 2020 SUMMIT

to navigate because it means that brands Brands and businesses will have to move decisively to regain customers’ trust in the roles that they play being responsive will within communities, countries, and the continent at large. require moving beyond After all, our brands are our promises “just hearing consumers. to the markets. To move forward, we will have to emphasise the positive influence There is a plethora of that brands can have on people and societies. Those that lead and prosper will databases and social deliver tangible value and help to resolve cultural and social tensions in society. This media listening tools means that brands need to be connected and responsive to the lived experiences available, but we of people. Brands must understand and must ask whether we be connected to the anxieties that people Mr. Andisa Ntsubane face. Above all, they need to be the are really listening, agents helping to re-energise people and these issues. The key is to simultaneously contribute towards creating a sense of achieve economic and societal value and engaging and optimism about the future. help move the business and customers These actions will become necessary forward. responding to our because there has been a profound shift Creativity will play a central role in customers. amongst our customers, our communities, the transition from frivolous or hard-sell and the continent at large as a consequence messaging to a more concerned, empathetic of this watershed moment. and understanding brand persona. There has never been a better time for Traditional, disconnected, overt sales and true purpose, and both are going to be brands to deliver on their purpose. Now is messages have been relegated to the past. critical ingredients for building brands in the time to deliver on what we say. Covid-19 People now expect their brands to have a the post pandemic world. Meaning brands has been the perfect opportunity for brands purpose. More significantly, as we move will now have to act more like people. A few to practice what they preach. towards a brighter future, people will ways we can activate the change are: Disruption is becoming increasingly support brands that were perceived to have Play our part: Show up and use all important. In these times if you are not done something positive when times were resources and creativity to build a better disrupting your industry and yourself, you tough. world. will be left behind. Strategies must not be Pushed aside will be those brands that Act together: As the wise African saying built on the principle of being developed have not realised that relating to their goes, “If you want to go fast, go alone; but if to last, but rather to accommodate customers is not about making promises; it you want to go far, go together”. Recognise transformation. The world is changing is now about tangible actions that deliver on the strength in collaboration, to truly help around us, and we have to construct the business strategy and brand promise. people requires working in solidarity with models that help our brands respond to Ultimately, brand leaders have to learn likeminded entities. the ever-changing demands of the external the lesson that although times change, the Solve instead of selling: Be more environment. things that matter, seldom do. This means comforting and less promotional. It is about Medium-term five-year business plans connecting to the things that people care finding meaningful solutions to problems and strategies will inevitably become a about, to what they value and hold dear. people are facing. feature of the past as timelines shorten. We Families, relationships and wanting the Be human: Show empathy for the will increasingly find ourselves living in a best for your children as well as a brighter contemporary situation while retaining world where agility and responsiveness will future will always remain fundamental brand relevance. People are reassured by become the watchwords. concerns. The brands that understand these positive actions and communications. Brands and businesses being responsive needs and cater to them will be brands that As purpose is put to the test in the will require moving beyond just hearing succeed. midst of the global pandemic, marketers consumers. There is a plethora of databases Brands have to be able to demonstrate who have not been able to translate their and social media listening tools available, that businesses do not just look at making brand promise into actions and drive but we must ask whether we are really profits or for economic opportunities. meaningful connections with consumers listening, engaging and responding to our This new approach will also involve through presence and differentiated customers. understanding societal issues and then positioning might have missed the biggest Consumers today recognise authenticity building business models that help address opportunity.

MARKETINGEDGE / DECEMBER/JANUARY 2021 57 COMMUNIQUE MARKETING EDGE NATIONAL MARKETING STAKEHOLDERS SUMMIT 2020

ithout doubt, the business landscape has can get into the mindset of the consumers by listening to undergone significant transformation with the rather than talking to them as value has been redefined in ways ascendancy of a digital economy that has seen previously unseen. consumers increasingly turn to the Internet 5) Data will play an increasingly important role in decision for information that is shaping the way they making going forward to enable brands grow their businesses work, play and most importantly, define consumption choices and and IMC firms perform optimally in providing the required patterns. guidance and solutions for clients. The question that remained WThe COVID-19 era where a global lockdown virtually trapped pervasive through the discussions is; whether the brands consumers within this digital space has accelerated the relevance of and IMC firms have the requisite skills set to collate and this space amid a plethora of unforeseen and disruptive outcomes interpret data and transform this into viable solutions towards for businesses including integrated marketing communications sustaining and growing their consumer base. firms and professionals as well as the brands they serve. Indeed, the 6) Another major challenge is in the how brands can embrace increasing role of data, AI, social media and emerging technologies both social and economic value simultaneously as many have in general in shaping the way business and consumers communicate already failed to deliver on their promises with poor response has made it imperative for brands to position themselves for the to the COVID-19 pandemic possibly by looking inwards and future and remain relevant in the market place. first becoming the change they want to be. It is against this backdrop that MARKETING EDGE, Nigeria’s 7) Flexibility, mobility, optimisation of product mix, leading brands and marketing magazine convened the 2020 diversification, culture change, vigilance are required to remain Marketing Edge National Marketing Stakeholders Summit with relevant in the digital world. the theme: Making Your Business Future-Fit: The Post Digital Age Challenge, geared towards initiating new conversations that are Recommendations sacrosanct to the growth, development and indeed survival of the 1) Brands and IMC industry players must rethink business models IMC industry with particular emphasis on how to connect with and and strategies going forward by being more consumer focused. positively engage a new and growing set of young, highly aware, Key business decisions need to be based on what the consumers knowledgeable and discerning consumers that insist on value. want, especially as COVID-19 has altered priorities, lifestyles The event, held on Zoom digital platform, brought together and preferences in terms of which platforms consumers now top players in the IMC space including company CEOs, senior want to engage brands. professionals, experts, thought leaders and influencers across the 2) Brands that will be future fit need to humanize their products sector. and service to reflect the emotions, aspirations and struggles To ease the flow of conversation the discussions, which featured of the consumers. Here, brands will have to walk the talk that a lead paper by Mr. Andisa Ntsubane, former Group MD, Africa is, accurately demonstrate what they represent in both core Microsoft and Head Marketing, Planning & Africa Marketing and peripheral values; identify and actively connect with social Old Mutual Emerging Markets, covered all sectors of the IMC issues; be transparent with their stakeholders; redesign products industry such as Brand Owners (Advertisers), Creative Advertising, and services in a way that they can respond quickly to feedback Media, Experiential, Public Relations, and Digital, highlighted the and ultimately be in tune with consumers’ lived experiences. challenges of the day as accentuated by COVID-19 and offered 3) Brands and IMC industry need to be flexible, nimble and able to various insights and perspectives on how to confront and overcome adapt to the changing environment as well as prepare for future the emerging market environment driven largely by digital shocks and disruptions in the market without losing focus on technologies that have become ubiquitous in scope and scale. strategic goals. Lean and effective operations, while cutting on waste and non-essentials are also crucial. Observations 4) Panelists identified a particular deficiency in leadership skills 1) As with the rest of the world, the impact of COVID-19 has needed to drive the digital economy and advocated a general been most profound on businesses in Nigeria and Africa with upskilling across the industry to ensure players are more tech brands suffering from huge losses in equity value, collapsed savvy and friendly. Of particular importance is the need to markets/ trade shocks, fiscal instability, unemployment. Brands leverage on big data analytics, social media, AI, etc, to create and IMC industry operators are confronted with the challenge and implement new market driving strategies. Brands that of navigating the difficult times and also preparing for future will be future-fit must embrace data wholesale and invest in uncertainties. skills and talents to enhance their digital competence that will 2) Consumers are increasingly dependent on digital in their create solutions “inspired by human truth that comes from search for friends, entertainment and propositions and data”. Businesses were also encouraged to embrace diversity and therefore brands and IMC industry players must become innovation in this regard, while also redefining the way they comfortable in the digital space to be able to influence not just engage with talents by taking them on as growth partners to buying decisions but regulations that affect their businesses. inspire confidence and give their teams a sense of purpose. 3) There is a real threat to the agency business as it is known 5) For IMC players, clients now seem to be looking for a one- today from the large global media companies and IMC firms stop-shop regarding serving offerings across the spectrum need to recognize and retool to face this threat. and firms may need to respond by either developing multiple 4) Consumers have become much more powerful and their competencies in-house or by collaborating with even needs, preferences, emotions, lived experiences and value competitors to deliver on their briefs. A common proposition perceptions. are critical to what choices they make in terms is that IMC firms need to graduate from just agencies to of brand patronage, loyalty, trends they follow among others. consultants that can provide solutions for challenges across a Indeed, the challenge is how IMC practitioners and brands slew of scenarios.

58 MARKETINGEDGE / DECEMBER/JANUARY 2021 Outstanding Media Agency of the Year

Marketing Edge Awards for Excellence 2020 Sometimes, things go better than even we could have planned. Congratulations to everyone at PHD for making 2020 another great success for the agency.

INNOVATING THROUGH STRATEGIC THINKING AND COMMS PLANNING SINCE 1990

26, OLADIPO BATEYE STREET, GRA, IKEJA, LAGOS 01 -291 4099 [email protected] | www.phdmedia.com/nigeria FOREIGNPROFILES NEWS

MARKETING EDGE 2020 SUMMIT PANELISTS

VICTOR GBENGA TOLULOPE JUDE ODIA LANRE ADISA AFOLABI MEDEBEM GEORGE THORPE, Chairman, Awards Nite

OYE AKIDEINDE DR. FELIX KING NKIRU DAYO ADEFILA ANDISA NTSUBANE, Guest Speaker EIREMIOKHAE OLUMIDE-OJO

DR. KEN ONYEALI EMMANUEL AGU OTI UKUBEYINJE DR. PHIL OSAGIE BUNMI ADENIBA ADETUNJI ADEYINKA IKPE

TOKUNBOH IKECHI ODIGBO GEORGE-TAYLOR BABA AWOPETU ALABA FADERO TEMITOPE JEMERIGBE BIODUN ADEFILA

MEKA OLOWOLA OSE OSUNDEKO ADAORA ADHEKE BOLAJI OKUSAGA ELO UMEH ADEBOLA WILLIAMS

60 MARKETINGEDGE / DECEMBER/JANUARY 2021

2020 NATIONAL MARKETING STAKEHOLDERS SUMMIT & AWARDS

L-R: Mr. Andrew Hanlon, CEO, TVC Communications, after receiving MARKETING EDGE Media CEO of the Year award from Lagos State Commissioner for Information & Strategy, Mr. Gbenga Omotoso during the award IMAGES

s we celebrate our Seventeen “ Years of market leadership and dominance, we are happy to have once again excited our industry with the seventh Steve Babaeko of X3M Ideas with his Brand Personalty of the Year Award edition of MARKETING EDGE NATIONAL MARKETING STAKEHOLDERS SUMMIT & BRANDS AND AADVERTISING AWARDS OF EXCELLENCE.

Our Summit theme, “Making Your business Future-fit: The Post Digital Age Challenge”, featured a global marketing leader as guest speaker, Mr Andisa Ntsubane, former Managing Director of Microsoft in Africa and Marketing Lead at Emerging Markets and Old mutual, South Africa, Africa and Latin America. A galaxy of seasoned professionals and industry intellectuals of renowned pedigree dissected the main theme offering penetrating L-R: Wife of Publisher/CEO MARKETING EDGE Mrs. Modupe O. Ajayi, Mr. Emmanuel Agu, GMD, The LaCasera Company displaying his award, Mr. Wasiu Abiola, Head Media & Sponsorship, NBL and Mr. insights on all aspects of the integrated marketing Steve Babaeko , MD/CEO, X3M Ideas looks on with interest. communications business. Our panelists, who were painstakingly selected across industries, remain our valued assets in further expanding the frontiers of marketing and advertising while promoting the brand idea. The summit initiative which we hold dearly to our heart remains a testament and testimony to our market leadership and brand awareness evangelism.The same goes for the Brands and Advertising Awards of Excellence which held at the prestigious and luxurious D’Podium International Event Center, at Aromire area of Ikeja, Lagos State. For us at MARKETING EDGE, this year’s award was one with a special attraction and uniqueness. It was organically planned and designed to reboot, L-R: Mr. Lanre Adisa, MD/CCO of NOAH’S ARK Communication, receiving his award from Mrs. Ngozi Okereke, wife of MD, The La Casera Company. re-start and re-energise the social, intellectual and entrepreneurial landscape of the Nigeria IMC. We were particularly excited to organise this award event to celebrate the triumph of humanity over the calamitous ravage of Covid-19 pandemic which origin remains an elusive medical contestations. While some may say it is not yet time to shout eureka, as we are all still in the mood and moment of Covid-19 protocols, we cannot continue to hold ourselves in bondage to the evil we are yet to understand its source and origin. We have overcome.

- JOHN AJAYI Publisher/CEO “ L-R: Mr. Dave Idahoise of Route 712 Experiecial Agency receiving his award from Mrs Modupe Ajayi Victor Afolabi with other staff members receiving award on behalf L-R: Mrs. Bunmi Oke presenting an award to Mr. Charles Nnochiri of GDM GROUP of PZ Cussons Plc.

L-R: Mrs. Ngozi Okereke presenting an award to Mr. Yinka L-R: Mrs. Bunmi Oke, MD, Ladybird Advertising Ltd. presenting an L-R: Mr. Dolapo Ogunbambo, of Starcomm Media Perspectives Adebayo of mediaReach OMD award to Sophia Bello of Promasidor Nigeria Ltd. receiving an award from Mr. George Thorpe

L-R: Mrs. Bunmi Oke, MD, Ladybird Advertising Ltd. presenting an L-R: Mrs. Tolulope Medebem, MD, Aster Integrated Marketing Ltd award to Henry Omafodezi on behalf of FOODCO receiving an award from Mr. Steve Babaeko of X3M Ideas

L-R: Prince George & Miss Abumere Sophia of IDL receiving an award on behalf of the From left: Mrs. Bunmi Oke, (centre) presenting an award to Mr. Korede L-R: Chinedu Ibeabuchi of StarTimes, a colleague and Mr. Gbenga company from the Lagos State Commissioner for Information & Strategy Omole of AMBER Energy Drinks Ltd. and other team members Omotoso, Lagos State Commissioner for Information & Strategy

L-R: Kayode Olowoyiyi of Streams receiving an award from Mr. L-R: Mr. Paul Iraoya, Head, Media & Digital and Mr. Ayodele Babafemi of R-L: Mrs. Funke Nwankwo presenting an award to Yinka Adebayo Lanre Adisa, MD/CCO of NOAH’S ARK Communication CWAY Group.receiving an award from Mr. Gbenga Omotoso, Lagos State of mediaReach Commissioner for Information & Strategy L-R: Mr. Femi Adelusi, MD, BrandEye Media receiving an award L-R: Mrs. Adaora Adheke receiving her award from Mrs. Funke L-R: Mr. Jude Odia, MD, Starcomm Media Perspectives receiving from Mrs. Funke Nwankwo Nwankwo of Niger Delta Power Holding Company. an award from Mr. George Thorpe

R-L: Mr. George Thorpe, MD, Chairman MarketSpace Ltd. L-R: Mr. Emmanuel Agu, Mrs. Modupe Ajayi presenting an award to Mr. presenting an award to Yinka Adebayo of mediaReach OMD Paul Osondu of Oracle Experience with them is Wasiu Abiola of NB Plc.

L-R: Mr. Rotimi Bankole, MD, SBI Media receiving an award from L-R: Mr. Amos Oladele, CCO, MARKETING EDGE presenting an Mrs. Funke Nwankwo award to Mr. Rilwan Ajiferuke, GM, Plural Media

L-R: Mr. Babaeko presenting an award to Mr. Abiodun Oshinibosi, Mr. George Thorpe presenting an award to Mrs. Emem Bassey L-R: Mr. Amaechi Okobi, Head, Corporate Communication, Access Project Marshall of Abelinis Akande of APCON and her team Bank receiving an award from Anietie Udoh of MARKETING EDGE

L-R: Yinka Awolowo, Funke Nwankwo, Kenneth Abraham of Niger L-R: Mrs Tolulope Adedeji of ABInBev,( 3rd left) receiving an Delta Power Holding Company posing with the company’s award award from Mojeed Jamiu, Publisher/CEO, Upshot Media. presented by Andrew Hanlon of TVC L-R: Mr. Dare Ogunyombo of Brooks and Blakes, receiving an L-R: Mr. Steve Babaeko, MD/CCO of X3M Ideas receiving his award from award from Mr. Steve Babaeko the Hon.Commissioner of Information & Strategy, Lagos State

L-R: Prince Adedamola Docemo, MD, LASAA receiving an award L-R: Mr. Anietie Udoh of MARKETING EDGE presentinging an from Mr. Amos Oladele of MARKETING EDGE award to Mr. Patrick McMichael of EAT`N’GO

L-R: Mr. Lanre Adisa MD/CEO Noah’s Ark, receiving his award L-R: Mr. Andrew Hanlon of TVC, Rafiu Muhammed and Mr. Tunde from the Honourable Commissioner of Information & Strategy, Mr. Sejobi of FCMB receiving their award Gbenga Omotoso

L-R: Mr. Dayo Adefila, Head, Digital Marketing Africa, PZ Cussons Mrs. Tolulope Medebem of Aster Integrated Marketing Ltd. posing The Ajayis and family friends receiving an award from Mojeed Jamiu of Upshot Media Ltd. with family and friends

L-R: Anietie Udoh, GM Marketing, Marian Ogaziechi, Associate Director, Trading & Investment Management, Dentsu Aegis Network and Ogechi Odigbo, Deputy General Manager, L-R: Ayomide Dada, Oluwajoba Dada, Oluwatooni Dada, Oluranti Dada and Mr. Abiodun Ajiborode (Coca-Cola Associate Director) at the Marketing, MARKETING EDGE. Award Nite L-R: Tunji Adeyinka of Connect Marketing Services receiving an Mr. Sola Rotimi, MD of Eagleserve Consultancy receiving an L-R: Mr. Ben Ujoatuonu, MD/CEO, Universal Insurance Plc. award from Mrs. Funke Nwankwo award from Mr. Lanre Adisa receiving an award from MARKETING EDGE COO, Mr. Amos Oladele, with them is Mr. Chinedu Onyilimba, Company Sect.

L-R: Mr. Emeka Chukwuma of TVC Communications receiving an L-R: Mr. Clement Omemu, MD/CEO, Black Sea Adverising L-R: Mr. Lanre Ashaolu of Four Pulley receiving an award from Mr. award from Mr. George Thorpe receiving his award from Anietie Udoh, GM MARKETING EDGE Lanre Adisa.

MD of The LaCasera Company, Mr. Chinedum Okereke receiving A representative of MD of Afrinolly Creative Hub, receiving the an award from Mrs. Bunmi Oke with them are Mr. Emmanuel Brand Personality of the Year award on behalf of Mrs. Jane Agu and others Maduegbuna

L-R: Charles Nnochiri of PZ Cussons Plc. receiving his award from MARKETING EDGE staff celebrating a hugely successful event L-R: Mr. Perez Tigidam, MD, Arden & Newton (centre) receiving an Mr. Mojeed Jamiu of Upshot Media Ltd. award from Mr. Lanre Adisa

L-R: George Thorpe, Event Chairman, John Ajayi, Publisher/CEO, Mrs. Omolara Banjoko (L) and Gbenga George (R) both of MARKETING EDGE, his wife, Mrs. Modupe Alayi, Femi Adelusi, FrieslandCampina WAMCO, receiving an award for Three Crowns MIPAN President and Steve Babaeko, AAAN President on the Milk from the Lagos State Hon.Commissioner of Information & Mr. Funmilade Alalade displaying his award after presentation high table Strategy (M) Brands

With factories that are installed with the best of Hi-Tech equipment in the industry and mostly situated within a well- organized, and serene environments that meet international standards, CWAY ‘s 18.9 litre refill water brand in decades has set the pace as a premium top brand with strong market d o m i n a n c e f o r consistency in quality and accessibility. The company’s production processes and products are packaged in line with international best practices. These practices as stipulated, also go through periodic reviews, updates, and certifications by all relevant statutory regulatory authorities. Outstanding Water CWAY’s consistency in quality and delivery over the years has indeed endeared it to the hearts of its numerous consumers across Dispenser Brand of the Nigeria through its focus on quality. Notably, its Dispensers which are available in a variety of Decade models and functionalities, are durable, Hi-Tech, Top Quality and Aesthetic. Available in several designs and brand options such as RUBY, EXCEL, EXECUTIVE & ROYAL, they are, indeed, value- WAY Water is the flagship of the CWAY group operations added water dispensing machines. in Nigeria and leads the industry since inception in year Quite significantly, CWAY introduced the DCDE (Dispenser 2000. Our core interest is providing clean hygienic water and cleaning and disinfecting equipment) within its customer service Cinnovative water dispensers with accessories and technology that units to ensure safe and hygienic condition of customers’ water supports healthy water drinking habit for all. dispensers through periodic professional maintenance service. Indeed, the Group’s impact is felt in every home and corporate This procedure involves such phases as Flushing, Sterilisation with offices because it has always developed products for all target ozone, and Steaming under high pressure. market segments.

KNORR Iconic Seasoning Brand of : the Decade

pon taking over full ownership of Knorr in Nigeria in 2005, following the acquisition of Bestfoods Company by Unilever, the FMCG giant declared that it was committed to building on Uthe premium credentials of Knorr. This led to series of investment in infrastructure and marketing which eventually made Knorr the leader in the seasoning market in Nigeria, taking over from Maggi. As at 2017, Knorr was said to account for no less than 60 percent of the seasoning market share in Nigeria. And in order to deepen its growth and sustain engagement with consumers, Knorr has undertaken specific social mission aimed at achieving positive change in nutrition, health and livelihoods of more than billion people. The mission consists in leading various activities targeted at enhancing people’s diets, eating habits and farming practices. Through improving people’s nutrition and raising awareness about healthy cooking, the brand also expects to unlock further growth opportunities. One of such missions is helping to reduce the prevalence of iron deficiency anaemia in Nigeria, a major public health issue, by making nutritious cooking more desirable, easy to understand and afford. It is leading the fight against anemia through the fortification of the product with iron, which is deficient in many consumers.

68 MARKETINGEDGE / DECEMBER/JANUARY 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 FOREIGNPROFILES NEWS EAGLE AROMATIC SCHNAPPS Outstanding Culture Promoting Brand of the Year

agle Aromatic Schnapps was founded Limited (IDL). in 1749 by Justerini and Brooks and the IDL now produces and market leading Ename of the company was derived from products such as Eagle Aromatic Schnapps, the initials of their names J&B Chelsea London dry Gin, Bull Dark Rum, The company went through series Action bitters, Confam bitters, Derock of acquisitions and ownership change Liqueur, Derock chocolate flavoured until it became International Distillers & Liqueur, Commodore Aromatic schnapps, Vintners (IDV) which later changed to Grand Chapeau wine, Veleta fruit drink and Metropolitan Plc of United Kingdom. Teezers. The company operates from a Its strategy was to focus it business to purpose-built distillery and bottling plant capture international market and by so located at KM 11, Ota-Idiroko road, Ota , doing it gave rise to its change of name Ogun State and its head office at located at to International Distillers Nigeria Limited Plot 2, No. 3 Ladipo Oluwole street, off Oba (IDNL) in 1983. Akran Avenue in Ikeja Lagos. IDNL commenced with the production IDL has a network of branches and of Eagle Aromatic Schnapps the following distributions that covers the entire nation. year (1984) its staff strength was fifty three Its also operates about forty two (42) (53) and three (3) among the staff were regional depot locations. The Board of expatriates. Directors and is made up of time-tested meet it cunsumers’ expectations. The company furthermore imported and professionals in Business and in the Fast- The company has highly skilled and marketed products such as Smirnoff, Bailey’s Moving consumer goods industry well-motivated people working to ensure Irish cream and Gilbey’s London dry Gin. Because IDL is committed to producing adequate and outstanding performance to The company grew in size through quality drinks that meet up with customer satisfy the its customers’ needs. development of successful brands relying satisfaction, IDL became certified in 2017 understanding the wine market in Nigeria NIS ISO 9001: 2015. and the West African sub-region. In 1997 IDL is fully committed to provide quality it changed to Intercontinental Distillers Alcoholic and non-alcoholic drinks that

initiatives that promote healthy lifestyle and celebrate the pivotal role mums play within THREE the family and the society at large. With our “Fitness challenge’’ digital CROWNS campaign, we have helped over 10,000 mums stay healthy by encouraging them to MILK work out with whatever household items they can lay their hands on in the comfort Innovative Dairy of their homes even in the absence of any gym equipment. We also celebrate the Brand of the uniqueness of every mother or mother- figure annually for always putting her family first while undervaluing her own needs via Decade our ‘’Mum of the year campaign’’ and have hree Crowns milk is one of Nigeria’s successfully sponsored 9 families on an all- leading dairy brands. The low consequently helping to address incidences expense paid trip out of the county just to cholesterol and heart-friendly milk of Cardiovascular related diseases. Also, in relax, have fun and bond with their families. T To fulfill our purpose and stay true to was launched in 1988 and for more than line with providing affordable nutrition, the 30years, has nourished Nigerians with brand has 7 different pack sizes that caters the essence of the brand, Three Crowns milk healthy nutrition. Three Crowns milk is the for diverse consumers across the different will continue to elevate care for Mums and only dairy brand endorsed by the Nigerian socio-economic class at affordable prices. the society. Three Crowns milk believes that Heart Foundation (NHF). We pride ourselves as the only milk when mum is healthy and happy, she can Three Crowns milk cares for mums brand that cares for mums physical and fully radiate love to keep the rhythm of the heart by offering a low cholesterol milk and emotional well being. Over the years, we family going. have launched campaigns and supported

70 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNPROFILES NEWS EAT’N’GO – Outstanding QSR Brand of the Year hat Eat ‘N’Go emerged as the winner of the flagship award for the Quick TService Restaurant (QSR) category at the 2020 MARKETING EDGE Awards is no longer news. The leading QSR brand and franchisee behind Domino’s Pizza Nigeria became the cynosure of all eyes as it won the Most Outstanding QSR brand of the year at the highly respected industry event on the 16th of October 2020. In the last two years, the innovation- driven brand has offered its products Outstanding and services in many unique ways that it has become the toast of Nigerians. It was Juice Brand of therefore no surprise that the leading marketing publication recognised the responsibility, Eat N Go has been a the Decade phenomenal growth and innovation of responsible and responsive corporate the Eat‘N’Go brand through the award. brand conducting its business with a However, the question on the lips of many human face. Eat N Go has been involved in hivita 100% Fruit Juice, watchers at that event was, “how did the many activities as a mark of its Corporate a product of CHI Limited Eat‘N’Go brand evolve within a few years to Social Responsibility (CSR). In 2018 was first introduced into become a household name in an industry Eat‘N’Go launched the ‘Hope for Every C where many brands have either closed shop the Nigerian market in 1996 with Child, One Bite/Scoop/Swirl at a Time’ only the orange flavour as Chivita or are struggling to find their feet?” initiative, in partnership with Slum2School Premium Fruit Juice. In 1997, three Established in 2012, Eat N Go was the Africa, a volunteer-driven developmental first to bring world-class pizza into Nigeria. organisation that provides quality more variants were introduced: With over 100 stores in Nigeria, Eat’N’Go education for disadvantaged children. Pineapple, Apple and Mango, all Limited , the franchisee operating Domino’s The collaboration sought to provide 1,000 Pizza, Cold Stone Creamery, and Pinkberry underserved Nigerian children with access Gourmet Frozen Yogurt, has invested over to quality education through targeted funds N10 billion in Nigeria. raised from December 1, 2018 to November Domino’s Pizza pioneered the concept 30, 2019 .The support was valued at of efficient delivery of made-to-order pizzas, N50,000 per child.One thousand children the innovation of patented insulating pizza are to get quality education, including bags to keep pizzas oven-hot and crisp DStv psychosocial support encompassing school during normal delivery, and the creation needs such as instructional materials, of sturdy, corrugated pizza boxes, which uniforms, shoes, books, excursions, medical Outstanding keeps moisture from weakening the box support, extra-curricular classes, tech and cheese from sticking to the top. The classes, teacher support, among others. Satellite TV Brand company has been recognised as the world The Covid-19 global pandemic caused leader in pizza making and delivery. severe economic hardship on Nigerians of the Decade Domino’s pizza, the most popular brand especially during restrictions imposed by under the Eat N Go umbrella was founded government. The pandemic also imposed in 1960 by Tom Monaghan and his brother, dangerous imperatives on health workers James Monaghan. It has expanded from a who were the frontline combatants in the small pizza store in Michigan, to currently fight against the pandemic. In recognition operating over 11,000 pizza places in more of this, Eat N Go donated 12,000 pizzas, than 80 countries. 12,000 cups of ice cream and 2,000 cups Eat N Go has continuously yielded to of frozen yoghurt worth N35 million to the taste and expectation of its teeming frontline workers to help in the fight against customers. This has resulted in opening the pandemic. of new outlets and offering new variants For the MD/CEO of Eat N Go, Patrick of their products. Domino’s Pizza recently McMichael, the recognition couldn’t have introduced its newest pizza variant “Naija been possible without the support from its Spicy Shawarma Pizza”, which comes fully trained staff, customers and stakeholders erhaps the most often said phrase in stuffed and topped with chicken, smoked who continue to believe in the brand in its media and content related businesses, sausages and lots of cheese. This has been poise to add fun and tasty food to the menu the ‘content is king’ phrase tells a major talking point that has drawn old and of Nigerians. Pmajor part of the story of DStv’s dominance new customers to its outlets for a taste of “We dedicate this award to our in the Nigerian and African Pay Tv market. In the new offering. esteemed customers and our hardworking this regard, DStv have continually executed In terms of corporate social staff who have made this possible.” a brilliant strategy of signing multi-year,

72 MARKETINGEDGE / DECEMBER/JANUARY 2021 PROFILES

packed in 1 – litre aseptic packaging. The Category at the maiden version of 2016 Kantar brand Chivita Premium Fruit Juice was Milward Brown Brand Equity Awards. Chivita later rebranded in 2014 to Chivita 100% 100% is also the ‘’Outstanding Juice Brand of the Fruit Juice, thereby reinforcing the brand Year’’ at the 2019 Marketing Edge Awards. value as a fruit juice offering made from Chivita 100% Fruit Juice from the stable of real natural fruits with no added sugar or CHI Limited maintains very high standards of additives. hygiene and quality and was the first company Chivita 100% Fruit Juice has been in the industry to be awarded ISO 9001: 2000 associated with many firsts in the industry, certifications by the Standards Organisation and has built strong equity in the Nigerian of Nigeria (SON), a certification achieved in market. It was the first 100% juice brand 2005 and has been maintained since then, in in Nigeria to launch fruit blends with the recognition of its international quality. Chivita introduction of its Orange-Pineapple juices and its maker CHI Limited, were the first Flavour in 1999 and Orange-Mango in and are so far the only African beverage brand to 2000, as well as the first of its kind ‘easy to feature as a cover story in Beverage Innovation, a pour till the last drop innovative pack. leading European beverage magazine published Renowned for its numerous laurels and from UK. Recently in 2019, CHI Limited was recognition, Chivita 100% continues to enlisted in the ‘Top 50 Brands Nigeria’ hall of fame blaze the trail across different frontiers thanks to its strong via the Brand Strength Measurement Index. consumer acceptance and love cutting across diverse Chivita 100% Fruit Juice blends the convenience of social class and regions. In 2013, Chivita 100% was also modernity with nature’s bounty offerings to make your voted as the ‘’Most Preferred Juice Brand’’ in the Generation breakfast complete. Made from real natural fruits with no Next Survey Awards which is the largest youth brand added sugar or preservatives, Chivita 100% is available in preference study. In the 2014 and 2016 editions, Chivita four variants of Real Orange, Real Apple, Real Pineapple, 100% emerged “Africa’s Best Quality Juice Brand” at the Red Grape and Real Lychee Blend, and as our consumers Africa Quality Achievement Award. The brand also won will always say: “It is fruit juice at its best!” the “Best Brand Equity Award” in Juices and Soft Drinks

pan-African content licensing deals that still counting. Right from its launch, in enables them not only offer premium 2011, GOtv has used the latest generation content to subscribers but to also keep this digital video broadcast technology, which content largely exclusive and off the hands leapfrogs the outmoded T1-systems utilized of would-be competitors. by first movers in digital migration and puts Basically, competitors will, at best, offer Nigeria at the forefront of technology in the second rate content and as a result will be process on the African continent. unable to attract enough subscriptions to GOtv has equally been actively involved ensure long-term survival and profitability. in raising awareness about the digital A classic example is DStv’s Africa Magic Outstanding migration, notably through “Digilevelz channel which is hinged on local content in Don Land”, “No Carry Last” campaigns and various dialects. Having been in operation Content-Rich hardware price slashes to widen access to for two decades, DStv have garnered digital broadcasting. significant wherewithal and know-how Digital Terrestrial That GOtv operates on the latest and any competitor will face an uphill task technology platform also prevents its signal dislodging the company from the top. Television (DTT) from degenerating during adverse weather With a stronghold of such premium conditions (“rain fade”). In addition, the content, which of course also includes hardware lends itself to self-installation, some of the top football leagues in the Brand of the Year removing the need to hire an installer if not world, DStv hold the aces in determining absolutely necessary. It is equally pocket- prices and with the absence of credible friendly, offering a range of packages with competition in major operating markets, Otv is a Nigerian pay TV service top class local and international the advantage is further increased. In offered in Nigeria by MultiChoice, essence, DStv’s monopoly of the market is owners of DSTV. It is a terrestrial occasioned by a more significant monopoly Gdigital TV service which does not require a of content. satellite dish or any ceremonial installation procedure. The country’s premier Digital Terrestrial Television (DTT) platform has been rolled out in 44 cities in 26 States in Nigeria and

MARKETINGEDGE / DECEMBER/JANUARY 2021 73 FOREIGNPROFILES NEWS SMOOV CHAPMAN Outstanding Carbonated Soft Drink Brand of the Year

moov Chapman is a refreshing non-alcoholic carbonated soft first soft drink packaged in PET and have been renowned the drink with consistent, authentic and irresistible Chapman pioneer of PET carbonated soft drink in Nigeria. taste, served in an affordable On-The-Go pack, A refreshing The entrance of Smoov Chapman asides providing consumers Snon-alcoholic soft drink with a nice blend of fruity flavour like with fresh flavour of a new drink has democratised Chapman, Blackcurrant, Bitter Orange, Lime and Lemon as well as Orange making it readily available to consumers. The La Casera Company which is readily available for every occasion. has a tradition of delivering great brands to consumers and Smoov Smoov Chapman was introduced into the Nigerian market in is no exception. Smoov Chapman is a premium value brand that September, 2014 in a 50cl SKU but recently has been made available brings excitement to consumers. Also from the stables of the La in 35cl & 60cl. The brand immediately enjoyed Consumers and Casera Company are the Bold 4 (Ginger, Orange, Tropical and Trade acceptance and recorded a success, exceeding launch plan by Bitter Lemon extra) Nirvana Premium Table Water, Nirvana Tonic 18% in just 4 months after launch and Soda Water. Smoov Chapman is manufactured by The La Casera Company Think Chapman, Drink Smoov! PLC (TLCC) a soft drink Company based in Lagos, Nigeria. Its flagship brand is La Casera Apple drink which happens to be the

customers across its operations at the end of March, 2020. Airtel Networks Limited is intensely interested and committed to supporting laudable causes through its Corporate Social Investment initiatives in Nigeria. Leveraging on its award-winning Touching Lives programme, Adopt-a-School initiative and Employee Volunteer Scheme, it has invested both financial and material resources to assist many communities as well as uplift underprivileged people across Nigeria. Its various CSR initiatives have directly and indirectly impacted Nigerians in the various communities where it operates.

KEY MILESTONES & AWARDS • 001 – Awarded Digital Mobile License (DML) for communication services in Nigeria Innovative CSR Leadership • 2001 – Becomes first telecoms operator to launch commercial GSM services on August 5 Award Winner • 2003 – Wins Most Customer Sensitive Network (Thisday Newspapers) • 2003 – Wins Best Customer-Friendly Network (Telecoms irtel Networks Limited is a leading telecommunications Awards) services provider with headquarters in Lagos, the commercial • 2005 – Wins Best Customer Care Operator (Telecoms Awards) Anerve-centre of Nigeria. The telco ranks amongst the top • 2005 – Wins GSM Company of the Year (City People Magazine) three mobile service providers in terms of subscribers with a • 2006 – Wins Best Customer Care Operator (Telecoms Awards); customer base of more than 50 million as at December, 2019. • 2006- Wins Best Customer Care Mobile Company (IT & The company’s product offerings include 2G, 3G and 4G wireless Telecoms Digest, 2006) services, mobile commerce, Home Broadband and enterprise • 2007 – Wins the Brand of the Year and Good Governance services. Awards (Thisday Awards) Airtel Networks Limited is a subsidiary of Airtel Africa Plc, a • 2008 – Wins Best Customer Care Award (Nigerian Pan-African telecommunications company with operations in 14 Communications Commission) countries across Africa. • 2009 – Wins the Best Customer Care Award (Nigerian Airtel Africa is driven by the vision of providing affordable and Information Technology and Telecoms Awards) innovative mobile services to all and is supported in pursuing this • 2010 – Launches service under the brand name Airtel vision by its largest shareholder, Bharti Airtel. Its product offerings • 2011 – Becomes the first Telco to rollout 3.75G Network pan include 2G, 3G and 4G wireless voice and data services and mobile Nigeria; commerce through ‘Airtel Money’. Airtel Africa had over 110 million • 2011 - Launches award-winning CSR programme and many more

74 MARKETINGEDGE / DECEMBER/JANUARY 2021 PERCEPTION
PRECEDES
REALITY FOREIGNPROFILES NEWS

2005, FCMB raised over N16bn towards the Outstanding SME- N25bn share capital target stipulated by the Central Bank of Nigeria, becoming one of Supporting Bank of the Year only 25 banks to achieve this target. In 2004, the bank raised over N7bn from private placement of shares, followed by conversion respective segments. to public liability company same year. Having successfully transformed to a In 2007, FCMB acquired Cooperative retail and commercial banking-led group Development Bank, Midas Bank and in 2001, following its transformation to Nigerian American Bank (for Nigerian a universal bank, FCMB continues to subsidiary of Bank Boston). From 26 irst City Monument Bank (FCMB) distinguish itself by delivering exceptional branches in 2005 (pre-consolidation), the Limited is a member of FCMB Group services, while enhancing the growth and bank grew to 150 branches by 2007. The Plc, which is one of the leading achievement of the personal and business bank attracts sizeable foreign shareholding. financial services institutions in Nigeria with F aspirations of our customers. Tier 1 capital raised through public offering subsidiaries that are market leaders in their Through an initial public offering in from just over N31bn to N133bn.

Outstanding SME- Supporting Bank of the Year Bank Plc that year. idelity Bank Plc. is one of the It secured its Universal Banking leading commercial banks in License in February 2001 and also Nigeria. The bank has grown from a Consumer-Centric obtained its International Banking License marginal player in 1987, into a stable and F in the year 2011. Fidelity Bank of Nigeria respectable banking institution. Seasoning Brand of has grown to a stable banking institution, Notably in 2005, Fidelity Bank during the 2005 Nigeria Banking acquired FSB International Bank Plc the Year consolidation, Fidelity Bank acquired (“FSB”) and Manny Bank Plc (“Manny”) to FSB International Bank Plc (“FSB”) and create one of the top 10 Nigerian banks. In Manny Bank Plc to become one of the 2011, the Bank was ranked the 7th most top financially stabled banks in Nigeria capitalized bank in Nigeria, 25th most Fidelity Bank currently has presence in all capitalized bank on the African continent. the States and Major cities in Nigeria, over Also, following its renewed retail and the years the bank has been reputed for digital banking drive, Fidelity Bank was its financial stability and integrity. Fidelity ranked the 4th best bank in Nigeria in continues to rank among Nigeria’s most the retail market segment in the KPMG capitalized banks, with tier-one capital Banking Industry Customer Satisfaction of nearly USD1 billion (One Billion US Survey (BICSS) in 2017. Dollars). As of December 2017, Fidelity Bank Fidelity Bank Plc as a financial Plc. had total assets estimated at over institution offers banking products and US$4.2 billion (NGN: 1.4 + trillion), services for the individual, commercial and shareholders’ equity in excess of and corporate sectors. Its extensive full- US$610 million (NGN: 203 billion). The nga was launched in 2004 by service personal and business offering Bank serves its 4 + million customers Promasidor Nigeria Limited, a ranges from transactional accounts, through its multiple distribution channels leading consumer packaged goods online banking, loans and term deposits including 240 business offices, 775 ATMs Ocompany headquartered in Isolo, Lagos, to money market, treasury services and 4,346 POSs.[4] The Bank currently Nigeria. loans and advances, commercial support has over 400,000 diverse shareholders. It The company is a subsidiary of South overdrafts, equipment leasing finance and was listed on the Nigerian Stock Exchange Africa based Promasidor Holdings, having trade, working capital, project, asset and in May 2005 and has consistently paid as its major brands Cowbell milk, Loya milk, syndicate finance. dividends annually in the last 12 years Sunvita cereal, Onga seasoning and Top Tea Talking about Branch Network, even in the most turbulent periods in the beverages. the bank maintains a large network of Nigerian Banking Industry. According to Onga is a powdered seasoning, produced interconnected branches in all Nigerian BGL Plc, Fidelity Bank Plc had a market in four variations of crayfish, chicken, stew states and major cities in Nigeria. capitalisation of NGN: 37,072,109,685.76. and classic. Currently, it has 240 business offices and Fidelity Bank of Nigeria was It has the singular record of being the 774 ATMs. incorporated in the year 1987 and began first powdered seasoning produced in As a committed financial institution, its operations in 1988. It initially started Nigeria. the bank won a prestigious award; with a Merchant Banking license. In 2010, the firm launched Onga “Outstanding SME Supporting Bank Fidelity Bank converted to a seasoning cubes. of the Year” from a brand builder and commercial bank in the year 1999 in Onga combines only the finest herbs product promoter, MARKETING an attempt to grow, as a private limited and spices. The dry stock seasoning product EDGE which derives interest in brand company and became a Public Limited range is available in powder, cubes as well communications. Company also in the year 1999, in the as tablets and dissolves easily into any stew, Presently, Fidelity Bank has Nneka month of August. It re-branded to Fidelity soup or sauce. Onyeali-Ikpe as its CEO.

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FOREIGNPROFILES NEWS

Made from only the finest ingredients, traditions converge, to meet and satisfy (including several Nigerian and International Onga seasoning is a flavour-filled blend the needs of people and families across Institutional Investors) and has enjoyed of herbs and spices that enhances any the country. The Company anticipates the what is arguably Africa’s most successful traditional meal. aspirations of its consumers and customers, banking growth trajectory in the last twelve The brand’s flavours include classic, and responds creatively and competitively years. Following its merger with Diamond stew, chicken, shrimp, pondu, ala tomate and with branded products and services that are Bank in March 2019, Access Bank became the special 3 mix of ginger, onion and garlic. good for them and good for others. one of Africa’s largest retail banks by retail For the convenience of the consumer, Matter-of-factly speaking, Unilever customer base. Onga powder seasoning products come Nigeria is a member of the Unilever Group, As part of its continued growth strategy, Access Bank is focused on mainstreaming in three different pack sizes which include one of the world’s leading consumer goods sustainable business practices into its the 5g sachet, 50g economy sachet and 3kg companies whose food, home and personal operations. The Bank strives to deliver family tub. The products are packaged in care brands are used by over half of the sustainable economic growth that is laminate foil packaging to ensure a long shelf families on the planet each day. profitable, environmentally responsible and life and a product that will stay fresher and The company’s other brands include socially relevant, helping customers to access last longer. Pepsodent toothpaste, LUX beauty soap, more and achieve their dreams. Since coming into this market Onga Lifebuoy soap, Rexona, Vaseline lotion and In honour of its defining roles across seasoning has, through its people-inclined Vaseline Petroleum Jelly in the Personal Care the African continent, Access Bank has offerings, pocket friendliness; and varying Unit of the business; Blue Band Margarine, been accorded recognition by reputable marketing and promotional campaigns, been Lipton Yellow Label Tea and Knorr bouillon domestic and global organisations. Some characteristically consumer-centric. cubes in the Foods Unit; and OMO Multi- of these recognitions include: 2019 World Active Detergent, Sunlight washing powder Finance Award “Best Digital Bank in and Sunlight Dish washing liquid in the Nigeria”; 2019 World Finance Award “Best Home Care Unit. Its other Regional and local Mobile App in Nigeria”; 2019 Karlsruhe jewels include the Pears Baby Products range Sustainable Finance Awards; “Outstanding and Royco bouillon cubes. Through these Business Sustainability Achievement”; 2018 brands, Unilever continues to add value to Euromoney Private Banking Awards “Best the consumer and remains a business with a Commercial Banking Capabilities”; 2018 global mindset. Euromoney ‘Africa’s Best Bank for CSR’ Award; 2018 CBN ‘Sustainable Bank of the Year’; ‘Sustainable Transaction of the Year (Oil & Gas)’, ‘Sustainable Transaction of the Year (Power)’; 2018 Global Banking and Finance Review, “Best Investor Relations Bank in Nigeria”; 2018 SERAS ‘Most Outstanding oral Sustainable Company in Africa”, 2019 CEO Awards Forum “Gender Leader of the Year” healthcare brand of just to mention a few. the decade

LOSE-UP toothpaste is one of the international brands from the stable of Unilever Nigeria Plc, the oldest Csurviving manufacturing organization in Outstanding Nigeria. The ionic brand focuses on the youth, possibilities and on what matters to Financial Brand of them – the confidence to get close. Close-Up’s winning gel formulation has the Year anti-bacterial mouthwash that guarantees 12 hours fresh breath and micro shine crystals for strong white teeth. This combination ccess Bank Plc. is a leading full- inspires the confidence to get close, be service commercial Bank operating Outstanding New spontaneous and break free. through a network of more than 600 Historically speaking, Unilever Nigeria Abranches and service outlets, spanning three Product of the Year continents, 12 countries and 31 million Plc. was established in 1923 as a soap customers. The Bank employs 28,000 manufacturing company – Lever Brothers people in its operations in Nigeria and has West Africa – by Lord Leverhulme. After aunched in June 2020, the Amber subsidiaries in Sub-Saharan Africa and the Drinks Limited released its first a series of mergers/acquisitions, the United Kingdom (with a branch in Dubai, beverage ‘Amber Energy Drink’, a company diversified into manufacturing UAE) and representative offices in China, and marketing of foods and personal care Lebanon and India. Lnon-discriminatory (unisex) energy drink products. These mergers/acquisitions Listed on the Nigerian Stock Exchange and the first of its kind. With reduced brought in Lipton Nigeria Ltd. In 1985, since 1998, Access Bank is a diversified caffeine and taurine content, the beverage Cheeesebrough Industries Ltd. In 1988 and financial institution which combines a is scientifically formulated to provide an Unilever Nigeria Ltd. In 1996. The Company strong retail customer franchise and digital incredible energy boost for those who lead changed its name to Unilever Nigeria Plc. platform with deep corporate banking active and exhausting lifestyle, ranging from in 2001 in line with the global strategic expertise and proven risk management and sports to entertainment. It is also fortified direction of the business. The Company was capital management capabilities. quoted on the Nigerian Stock Exchange in The Bank serves its various markets with amino acid, citric acid and essential 1973. through four business segments: Retail, B-vitamins in addition to Guarana spice, To its credit, Unilever Nigeria is where Business, Commercial and Corporate. which are required daily to fight fatigue, great people, terrific brands and proud The Bank has over 900,000 shareholders improve concentration and keep you

78 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNPROFILES NEWS energised all day long. any time of the day. Its special enriched Barely a month after, the new Amber formula tastes great and gives you long Energy Drink started gaining traction, lasting energy. Enriched with Calcium, Iron, driving sales in the Nigerian burgeoning Zinc, Vitamins A, B6, B9 and C, it helps to boost the body’s immune system and keeps Energy Drink market with the product it healthy and full of Vitality. rapidly penetrating major stores and trade Made from corn, soya and cassava outlets in Lagos State, and efforts are being amongst other locally sourced agricultural made towards ensuring its expansion to ingredients., Sunvita is a good source of other parts of the country. protein, fortified with NUTRI-V; a unique In addition, the Amber Drinks Limited blend of Zinc, Calcium, Iron and Vitamin A & B. It is ready to eat and needs no cooking. initiated an empowerment programme Once you add water or milk, you can go on with aimed at providing Nigerians the to enjoy it in a cup or in a bowl. opportunity to own and grow their businesses through soft loans and business Innovative Digital support initiatives. It was introduced as a Terrestrial Television solution to the challenges of unemployment and targeted at poverty alleviation and also Brand of the Year to help generate jobs and income. The company recently collaborated with the management of BRT buses in Lagos to ease commuting in the state by giving out free BRT tickets to commuters in select tarTimes Nigeria is a subsidiary of areas. StarTimes Media, a Chinese company Outstanding which offers Digital Terrestrial STelevision (DTT) Network Services in Product Launch Nigeria. Unlike most other pay TV services in Nigeria, StarTimes has simple-to-install SUNVITA of the Year antenna and decoders which require no dish. StarTimes Group was established in 1988 Outstanding old carbonated soft drink is a quality by Chinese engineer, Pan XinXing, who is product from The La Casera Company also[ the current chairman of StarTimes. Product Launch of BPlc, renowned for its pioneer of PET In 2002, StarTimes began to expand carbonated soft drinks in Nigeria. The Bold its business to Africa. In 2007, it became the Year Franchise comes in 4 flavour variants namely the first digital television operator licensed Bold Ginger, Bold Orange, Bold Tropical and by Rwanda. Since then, StarTimes has unvita Choco Crunch made a grand Bold Bitter Lemon Extra. established subsidiaries in 30 African entry into the Nigerian market in The newly introduced Bold Ginger is countries. March 2020. Since then, the product Nigeria’s first ginger carbonated soft drink In 2009, StarTimes and the Tanzanian has gained huge popularity and acceptance with real ginger extract for an extra spicy Broadcasting Corporation formed a joint S venture to roll out digital migration. In from consumers. Market intelligence shows taste and peppery bite, Bold Orange has real that Sunvita Choco Crunch has become the orange taste with its unique aroma. Bold February 2016, StarTimes was thereafter choice of children and teenagers. Tropical is a refreshing taste quencher with awarded a DHT license in Ivory Coast while The product is a tasty, healthy cereal an indulging experience, deeply satisfying its oOperations began in October 2016. that also helps children grow smarter after consumption and the existing flagship It offers digital terrestrial television and (cognitive development) and stronger variant Bold Bitter Lemon Extra has a tint of satellite television services to consumers, (boost immune system) so they can quinine that gives the bittersweet flavour for provides technologies to countries and function at their best every day. It is an those who yearn for less sugar in their soft broadcasters that are switching from analog energizing meal for the whole family at any drink. to digital television. time of the day. Bold Franchise was painstakingly As of July 2020, StarTimes operates in 30 Sunvita with NUTRI-V is the ideal high crafted to provide consumers with a countries and serves 13 million Digital Video energy meal for the whole family to have variety of options to choose from in their Broadcast (DVB) subscribers and 20 million quest to satisfy different taste choices over the top (OTT) users. through uniqueness in Taste, Product Its platform proposes over 480 channels Quality, Packaging, Distribution/channel and broadcasts in languages including optimization and brand building initiatives. Swahili, Igbo, Hausa, Yoruba, English and Bold has received 100% consumer French. StarTimes also owns and operates 42 acceptance and adoption since introduction, channels. set new standards in innovation, broken With a vision to enable every household category norms and records, witnessed to have access to affordable Digital TV, instant market penetration, created its own watch good content on Digital TV, and consumer and customer base that will be enjoy the beauty of Digital TV experience, difficult for any new product in its category StarTimes has established an extensive signal to match. coverage and distinguished offers of both The La Casera Company Plc is known for Pay TV and Free to Air decoders. various quality brands like LaCasera Apple Notably, in 2016, StarTimes held a Drink, Smoov Chapman, Nirvana Premium Swahili dubbing competition in Tanzania. Table Water, Nirvana Tonic and Soda Water. Winners were offered jobs in StarTimes’ Bold Ginger, Bold Orange, Bold Tropical Beijing dubbing center. Later, StarTimes and Bold Bitter Lemon Extra are available held similar contests in Mozambique nationwide and can be found in all retail and (Portuguese), South Africa (Zulu), Nigeria wholesale outlets in your neighbourhood. (Hausa), and Côte d’Ivoire (French).

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FOREIGNPROFILES NEWS

innovation in the sector by offering best- Brand in-class services that meet the needs of the contemporary customer, since 2018, the of the company has pursued a mixed development model including co-location malls housing a supermarket, fast food restaurant, creamery, Year bakery and entertainment centre in one centre as well as Quick Shops - miniature Outstanding Retail neighbourhood stores - to fit with the needs of varied customer segments. TN Nigeria is part of the MTN Brand of the Year FoodCo currently employees over 700 Group, Africa’s leading mobile staff which makes it a significant contributor telecommunications company. to the national economy both in terms of job On May 16, 2001, MTN became the first M oodCo is an omnichannel consumer creation and human capacity development. GSM network to make a call following the goods company with interests in Guided by the mantra, “We are as good globally lauded Nigerian GSM auction retail, quick service restaurants, as our people,” the company is vigorously conducted by the Nigerian Communications manufacturing and entertainment. With pursuing a home-grown talent policy that Commission earlier in the year. Thereafter F thirteen outlets spread between Oyo and emphasizes attracting top talent or training the company launched full commercial Lagos States, the company is currently the for fit from among Nigerians. operations beginning with Lagos, Abuja and In order to bridge the skills gap in retail Port Harcourt. fastest growing in the category, with over leadership, FoodCo instituted the FoodCo MTN paid $285m for one of four GSM 100% increase in brand footprint within the Fellowship Programme, a novel capacity licenses in Nigeria in January 2001. To date, last two years. building initiative aimed at developing a in excess of US$1.8 billion has been invested Founded in 1982, FoodCo is the oldest specialized workforce to drive growth in the building mobile telecommunications among Nigeria’s Top 10 consumer retail Nigerian consumer retail category. FoodCo infrastructure in Nigeria. brands. From inception as a fresh foods Since launch in August 2001, MTN shop in Bodija, Ibadan, Oyo State, the vision Fellowship attracts MBA and Masters has steadily deployed its services across has been to be a friendly neighbourhood students in Nigerian universities and sets Nigeria. It now provides services in 223 shop where customers can buy wholesome them up in teams where they can learn while cities and towns, more than 10,000 villages grocery at affordable prices as well as simultaneously impacting the organization and communities and a growing number of catch up to relax and socialize. This has with their personality and wealth of highways across the country, spanning the 36 been the motivation behind the company’s knowledge gained in the classroom. states of the Nigeria and the Federal Capital investments in the economic and social life FoodCo is also partnering with local Territory, Abuja. Many of these villages and of the communities where it operates. entrepreneurs to build capacity within communities are being connected to the Presently, the company has morphed the Small and Medium-size Entreprise world of telecommunications for the first into four strategic business units, namely: segment particularly in the areas of time ever. FoodCo Supermarkets, FoodCo Restaurants, product development and access-to-market The company’s digital microwave FoodCo Manufacturing and FoodCo opportunities via its extensive distribution transmission backbone, the 3,400 Kilometre Entertainment. network. This is in addition to its newly Y’elloBahn was commissioned by President FoodCo Supermarkets is the largest established Farm2Shelf initiative aimed at Olusegun Obasanjo in January 2003 and supermarket chain brand in south-west supporting smallholder farmers with critical is reputed to be the most extensive digital nigeria, outside Lagos. Extensions include interventions in training, improved farm microwave transmission infrastructure in all FoodCo online store, which is the first true inputs as well as access to financing. of Africa. The Y’ello Bahn has significantly online supermarket in Nigeria offering an Company executives also routinely offer helped to enhance call quality on MTN extensive variety of products replica to the business mentoring to small and medium network. in-store experience; and FoodCo home scale enterprise within their communities The company subsists on the core brand delivery service with same day delivery including the local chapter of the Google values of leadership, relationship, integrity, guarantee. Business Group. innovation and can-do. It prides itself on Inspired by its ambition to drive its ability to make the impossible possible, connecting people with friends, family and opportunities. In its resolve to enhance quality customer service, MTN Nigeria has also introduced Brand Re-Launch a self-help toll-free 181 customer-care line through which subscribers can resolve their of the Year frequently asked questions free of charge. MTN Nigeria has invested massively in (Homecare) the area of corporate social responsibility (CSR) through the MTN foundation, its CSR arm. In recent times, the foundation donated a lot of items to Nigerians to cushion the ebranded with two new variants the soap brand’s many variants including effect of the Covid-19 global pandemic. in 2019, Premier Cool is a flagship Premier Cool Deo Antiseptic and Premier MTN’s overriding mission is to be a product of PZ Cussons Nigeria. Classic Soaps with four cooler variants, catalyst for Nigeria’s economic growth Premier Cool extended its strong equity namely, Liquid Pure Milk, Gentle Rose, and development, helping to unleash R in the hygiene sector with the introduction Calming Aloe Vera, and the Soft Peach. Nigeria’s strong developmental potential not only through the provision of world of Premier Cool Deo. The product which Launched in 2010, Premier Cool class communications but also through contains menthol extract and antibacterial continues to evolve, improve and satisfy the innovative and sustainable corporate social ingredients that provide a fragranced, cool needs of its consumers. responsibility initiatives feeling and protection for users is one of

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Agencies first Gold Refinery, Eczellon Capital, CFA Design; and Social Media. Among its great Institute and Forte Oil Plc and others. It is works, in recent times, are Phantom 9 interesting to note that Arden & Newton TV commercial, TECNO Spark 3 Radio is the agency currently responsible for the commercial, as well as numerous print ongoing change and rebranding of Forte adverts for TECNO, Infinix, Sterling Bank Oil after the controlling shares of the Plc, Peak Milk, Ibex, Nordica Fertility company were sold by Nigerian billionaire, Center; and several digital adverts and Femi Otedola in 2019, a project which the Nigerian media is highly anticipating. online activations and engagements for Arden & Newton recently announced several of the above-mentioned clients, a new service offering it calls Reputation among others. As should be expected, Craft, a platform to help African CEOs and some of the adverts have landed Streams executives build thought leadership and some awards at the Lagos Advertising and Outstanding Young transform into brands themselves. Within Ideas Festival, LAIF; and Marketing World a few months of launch, the project already Awards. Creative Agency of has a list of Executives in Nigeria & South Africa signing up as clients. agency is the Year founded by Perez Tigidam, a multitalented brand strategist and creative icon. rave, ambitious and daring are some of the words used to describe this young agency that opened its doors Bin Lagos only three years ago. Within the first two years of setting up, Arden and Newton which has as its core service, brand strategy and branding, quickly evolved into a 360 degrees marketing communications solutions Outstanding Creative expression with clients across all verticals, a step the company says it took in response to Agency of the Decade the changing nature of the industry and also as an intentional strategy to attract some Outstanding Young oah’s Ark was established in the international projects and clients. last quarter of 2007. The agency The company says it doesn’t only Creative Agency of see itself as a Nigerian company but a was commissioned in February the Year 2008. Pan African focused agency and ideas N powerhouse with focus also on driving Later that year, it took over Alicia thought leadership on the continent. This treams is one agency in Nigeria that Virgins, an agency established in 1996 thinking of being more than a creative sees itself as being more than an and also became a full member of the agency has driven the agency within only agency. In fact, it sees itself as an Association of Advertising Agencies of three years to expand its visibility deeply Sinnovation powerhouse; deservedly so. Nigeria (AAAN). across regions of the continent, from Egypt With a vision to be the most sought after Today, Noah’s Ark is arguably the fastest to Nairobi, Rwanda, etc, partnering and brand innovation company in Africa and growing agency in Nigeria and has become hosting major international conferences a mission to support brands with best- the toast of clients as a result of its new that bring together executives across dimension and depth of creativity. in-class ideas, innovation and thoughts diverse industries. Noah’s Ark occupies the 38th position to make businesses more profitable and The agency’s thought leadership on Lurzer’s Archive Global Ad-Agency sustainable, the agency always aims to platform building drive was recently given Ranking and in 2016 it was rated the 16th create world-class brand innovation for a global reckoning when it got supported of World leading Independent Agencies brands and businesses. A bold, daring majorly by Coca-Cola Africa & Old Mutual in association with Campaign Magazine, South Africa to kickstart GAFCOMM, the and no-limit thinker agency, Streams London. Global Africa Forum on Communications, a believes that: everything is possible; a The agency put up and outskating storytelling platform for brands operating in good idea must be simple; a good idea performed at the 2017 LAIF Awards when Africa, bringing companies to the forefront must have a single person in mind; it it emerged the winner of the Grand Prix in of a new narrative for Africa. The launch must be measurable; build the brand; be addition to its medal list of six Gold, nine edition was hosted in Rwanda, bringing affordable; and make its clients profitable. Silver and eight Bronze. participants from over 20 countries to the Characteristically, Streams as an agency capital city, Kigali. In 2018, Noah’s Ark added another does not wait for brief; but rather creates Back home in Nigeria, the agency feather to its cap by winning a Gold medal which says it lives out the meaning of its it. It tackles any brief it creates or gets at the prestigious Epica Awards for its name by being development focused and through a four-phase strategy viz: Thinking, Airtel campaign “Lost”. transformational in approach than just Research, Innovation Generation and another creative agency touts an impressive Exposure Phases. Its service offerings portfolio of clientele, some of which include include Branding, Brand Strategy, Brand Kian Smith, the company behind Nigeria’s Messaging, Brand Activations, Digital

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the business of advertising and marketing media outlets to reach target audiences communications in the country. laced with extensive experience in planning The top flight agency provides holistic and managing special events as well as services for faster and better results for create the most innovative and effective clients at greater value. Being research communication solutions. centered, it works with a deep insight of the The agency’s clientele includes, but Four Pulley Limited clientele target audience’s perception and is not limited to: MDAs like Ministry of attitudes, which makes it easier to influence Petroleum, Ministry of Defence, Ministry Outstanding Young and change them positively. of Information, Ministry of Aviation, A data based integrated marketing NNPC, Office of the Secretary to the OOH Agency of the communications creative agency, Government of the Federation, Standard Eagleserve is configured to diagnose and Organization of Nigeria; and state Year prescribe reliable solutions that would be governments like Kebbi State Government, displayed on graphical dash boards, with Yobe State Government, Nasarawa PL Media is a leading outdoor quantifiable and measureable results for its State Government, as well as Bank of advertising agency in Nigeria. clients. Agriculture, Jaiz Bank Plc, 212 Bureau de The agency offers such services as The agency’s unique selling proposition change, among others. F (USP) lies in its intriguing insight (eagle eye) Apart from its ever growing clientele, Branding; Indoor and outdoor advertising boards; Exhibition Displays; Media audience as a research centered branding outfit with the agency also partners with other audit and measurement; as well as Strategic proficiency in discerning the imperceptible advertising agencies (AAAN members) Media Buying and Planning. factors that constitute every brand’s equity; based in Lagos to convert their advert Parading key staff who are already and distilling marketing information copies to Hausa (and some local dialects registered with relevant professional bodies through the prism of deep perception. Like if necessary) and place such in the best in the industry, FPL Media prides both itself an eagle, the agency is positioned as the fitted media (TV, Radio, billboards and and its staff in continuous professional medium through which individuals’ and Newspaper) in the North. development thus guaranteeing effective, corporate organisations’ voices could easily Eagleserve Consultants has a sister efficient and professional service delivery to be heard from afar, through adequate brand agency, Dabira Outdoor Media Ltd, a full- all clients and at all times. relationship management. fledged outdoor agency which came on The company’s management is A brand architectural agency that it board mid last year, 2019. Dabira, like its passionate about the growth and is, Eagleserve Consultants designs and mother agency, is strategically focused on development of the advertising industry in develops brands through digging into piles Northern Nigeria. Nigeria by constantly engaging in research of data to unveil undiscovered innovations, and development that will lead to industry which provides clients with branding disrupting innovations and services for its insights to drive effective communication clientele. platforms; and creatively driven with its analytical skills to produce branding experience to the target audience; its wealth of experience, professional personnel, communication research measures and creative tools used in retrieving information on campaign themes, appeals, media selection, target audience, brand positioning, all of which give it an edge when it comes to influencing public choice and buying decisions. For every campaign it handles Eagleserve uses great analytical skills to IBST Media determine the best media mix for the Eagleserve product’s target audience. And, to make Outstanding Audio- emotional connection between the brand Visual Agency of the Consultants Limited: and the consumer, its media planners build platforms around consumer insights to Decade Outstanding Young separate its brands from the competition by providing consumers with brand experience BST Media is an award-winning Lagos Creative Agency that allows consumers to touch and feel the based audio visual content producer. of the Year brand in a way that truly captivates them. Founded by Remi Ogunpitan, a The agency also orchestrates a two-way Icreative guru,, the media organisation dialogue with clients and audience on its offers clients a diverse range of digital video Interactive Market System (IMS); while production and technology both to local and agleserve Consultants Limited is its Experiential Marketing brings brands’ international clients; and across the West an Abuja based leading integrated personalities to life and adds value to the African region. marketing communications agency. target audience’s experience. Taking the lead in media content It prides itself as being the first agency in E Characteristically, Eagleserve creation, IBST has worked for organisations Abuja and the entire North of Nigeria to be Consultants identities unique story angles such as CNN, ITN, MTN, Nestle, Coca- certified by the Association of Advertising and media opportunities to find the right Cola, Facebook, World Bank, National Agencies of Nigeria (AAAN) to practice

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Geographic, Boomtown Productions, businesses to ensure overall Sustainable and productive in pushing new products Steeplechase Films, Chevron, Saipem, Profitable growth. into the market. European Broadcast Union, Acrew4U and so GDM has since evolved from a typical SALES AND CHANNEL many more. BTL agency to a full-fledged marketing DEVELOPMENT: GDM always sees Being a professional media outfit and operations firm connecting brands with to it that clients’ business is connected award-winning company that knows how to people through redefined outsourcing to the right target market tell stories with passion, integrity and style, business services in terms of marketing DIGITAL ENGAGEMENT: GDM has IBST gives that professional touch to works operations and marketing communication. technological tools to optimize in- which include documentaries, feature films, She has handled over 300 projects since her store activities. social media content, TV broadcast, video incorporation in 2009 for clients like Nestle, EVENT MANAGEMENT: GDM and audio-visual solutions for the discerning Dangote, Tiger brands, Guinness, P & G, organises and runs corporate and clients. Reckitt Benkiser, FAN Milk, PZ Cussons, social events from start –to finish. IBST is equipped with distinct array of British American Tobacco, Pernord Ricard, BUSINESS EXECUTION: GDM broadcast facilities, equipment and services Pfizer, Heinz, Federal Government (Trader ensures that the outlook transforms which enable the production of various types Moni) to mention but a few. into a positive outcome. of media, communication, entertainment GDM uses data intelligence and and advertising content to high technical analytics to power marketing activities. standards. With efficiency using the latest From briefing to research gathering, audio-visual, multimedia and broadcast strategy formulation, adaptation, production techniques and equipment, the prototyping and the actual execution, company is one creative media organisations we have integrated future-thinking as an which should be held to the highest integral part of our marketing journey. With standards of any international production this skill-set and an improved way of doing company. business, our clients are safe in our hands. As a reputable content creator, IBST Speaking of digital, GDM, some years has badged several awards, both locally and back made a grand departure from the internationally. In 2016, it was awarded an traditional ways of brand activation and “International Star as a leader in Quality”. In embraced the digital in order to give to 2019 IBST was awarded the “Nigerian Brand their clients clear-cut Return on Investment Leadership Award in Communications Award (BRANDCOM) (ROI) thereby living out their essence as Audio-Visual Production Company of a group which is connecting people to OOH in African the Year”, while in 2020 received “the CV brands. International Magazine Media Innovator An attestation to the above is the fact Markets of the Year Award –Video Production that the agency added another feather to (Nigeria)”. its cap by clinching medals (gold, silver ew Crystal Communications Recently, on October 16, 2020, to be and bronze) at the Experiential Marketing is a major outdoor advertising precise, IBST fetched another glorious award Association of Nigeria, EXMAN, Inaugural company incorporated in Nigeria of excellence from an outstanding brand Award, which took place recently at the Nwith offices in the major cities of Nigeria promoting magazine, MARKETING EDGE Federal Palace Hotel, Victoria Island, Lagos. and advertising coverage reaching all as “Media Outstanding Audio-Visual Agency GDM won a gold medal for its work corners of Nigeria and most West African of The Decade” at the agency’s Marketing on ‘Smirnoff/Guinness/DJ Spinall Launch’ countries. Initially established as a printing and Advertising Awards of Excellence 2020 in the Best use of Digital in Experiential and public relations company in 1994, the which was held at D’podium international Marketing (BDM) category, a Silver medal company has risen to become one of the from its work on the Guinness/Orijin most prominent and influential outdoor Sampling Experience Campaign in the Best advertising companies in the country. Customer Activation (BCS) category and Since its inception as an outdoor a bronze medal in the Best Event (B2C) advertising company in 1998, New Crystal category for its work on ‘Nescafe/Get has quickly risen to lead the market with its Started Tour’. innovative approach, introducing a number Notwithstanding her achievements, of world class services to the Nigerian GDM is still a work in progress. She is market and earning itself a prestigious analysing her strategies on a global scale position within the Outdoor Advertising to see how she can match up in the global Association of Nigeria (OAAN). market. New Crystal Communication is staffed Outstanding For GDM, it’s not just about the service and managed by a team of professionals but how she drives value, and ROI for the who have acquired a wealth of management Experiential brands that she manages. It’s not so much and technical skills in the sector. about billing; it is a win-win for everyone. Led by Engineer Dozie Mbanefo (CEO Marketing Agency of It’s about the consumer having that connect and Founder), the company has continued and seeing the value that a product brings to grow at a tremendous pace. With the Decade to them. his guidance, the company has come to appreciate the importance of quality and DM is a marketing Innovation What GDM offers hard work, priding itself on training staff to company providing commercial ROUTE TO MARKET STRATEGY: the highest level to ensure the demands and Gsupply chain and retail solutions for GDM’s field sales solutions are challenges of precision production are met 88 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNPROFILES NEWS to ensure client satisfaction. we cherish integrity, openness, personal With a client base covering numerous excellence, continual self-improvement, and business sectors in the country, the mutual respect. We are committed to our company has grown to be known as one clients and partners and have a passion for of the most trusted outdoor advertising innovation and technology. We take on big companies in West Africa with clients challenges, and pride ourselves on seeing covering both the public and private them through”. sectors like banking, telecommunications, The agency is led by Steve Babaeko, Oil companies, Electronic manufactures, a well rounded, well grounded and vastly Local, State and Federal Governments, experienced professional in the industry. Hotels, Breweries and many other high Its clientele include Etisalat (now 9Mobile), profile sectors. SuperSports, Dangote, DSTV, Pernod Ricard, Oando, L’Oreal and British American Tobacco, among others. ORACLE EXPERIENCE Innovative Experiential Outstanding Marketing X3M Creative Agency Agency of the Of The Decade Year Leadership MARKETING Award in IDEAS DB Lagos was founded in 1987 as Complete Advertising Services, Experiential Outstanding DCASERS by the visionary, Enyi Marketing Odigbo. It was with a vision to discover and Creative Agency unleash the hidden potentials in people, brands and businesses. racle Experience Limited, one of Of The Year From its humble beginnings, the agency the leading experiential agencies in has grown to become the most locally and Nigeria was incorporated in 2004. internationally awarded Nigerian agency. OThe agency prides itself in giving 3M Marketing Ideas Limited is one This is due to its business philosophy of life to brands through event marketing, very young Nigerian marketing co-creativity. By this philosophy, the agency promotional marketing, sponsorship communications company that is actively co-creates with clients to agree marketing, employee engagement and Xgrowing at a very astonishing rate in our digital.It believes that brands need clime. It opened shop only in August, 2012. and develop business briefs – an approach extraordinary ideas that create emotional The company prides itself as one of which makes its accounts management to connections, fuel conversations and deliver the leaders in marketing communications be consultative, informed, responsive and business results. concepts (advertising, media buying and courteous. The agency recently carted away two production). And this is not in any way a The agency became affiliated to DDB major awards at the 7th Edition of the vainglorious claim. With a vision “To be the Worldwide in 2000 and is currently led MARKETING EDGE Brands & Advertising best local agency providing global solutions, by Ikechi Odigbo, an immensely versatile Awards of Excellence held at Balmoral Hall, driven by innovative marketing ideas and practitioner who has worked across the strategy that support and build the business Lagos. creative, strategy and account management of our clients”, X3M Ideas, as it is popularly Its major tenets of operations include facets of brand building. called, delivers the most creative and creating experiences that strengthen the effective ideas, backed by sound strategy DDB Lagos parades a clientele which relationship between brands and the and unique thinking, allowing it to give includes but is not limited to MTN, people that matter most to them as well its clients the best services in concept Unilever, Skye Bank, Flour Mills of Nigeria, as deploying a back-to-basics approach to generation and through-the-line marketing. AxaMansard Insurance, and Martel. Its storytelling with a stronger understanding Since its inception barely five years ago, corporate cap is full of such feathers as of how all the touchpoints in the broader it has consistently built a structure that Loeries Awards, African Cristal Awards, Epica brands story fit together. creates superior value for its fast growing Awards, LAIF Awards, ADVAN Awards and clientele, employees and shareholders; a MARKETING EDGE Awards. structure that allows it to deliver tailored solutions for every campaign. And, talking about corporate values, the company has this to say, “At X3M Ideas,

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“Our success can be attributed to our clients, for believing in us and the team, their professionalism, dedication and passion to making sure we ensure professionally executed outings always. Within this short period, we have had the fortune of getting some new clients as well as being retained by an old client (hopefully reaffirming their belief in what we have to offer as well as our capacity).” AsterIML: A constant key word for AsterIML Outstanding Young Experiential is that ‘you are only as good as your last outing’, thus the impetus to constantly Marketing Agency of the Year reinventing the team as well as its offerings but never deviating from the essence of the business– Passionate Experiential n Integrated marketing of anyone coming into contact with the Marketing professionals with Integrity. communications agency set to company for the first time. ASTER simply AsterIML considers the agency as disrupt the industry with its means one - A-Star (a team of professionals innovative and forward thinking, always Acreative innovations, AsterIML has come to hopefully delivering A’s always, not in in search of every opportunity to ensure stay and position itself as a game changer in a prideful manner but knowing and the clients succeed. Interestingly, as her the Nigerian competitive IMC industry. understanding that they have something to contribution to the society and in-line with Aster Integrated Marketing Limited offer and in offering, would always ensure A SDG goals 5, 10, 17, AsterIML launched (AIML) is a full-service experiential star quality) and two – it’s a specie of flower The Nuture2Nature initiative March 2019 marketing, Public Relations and events which is known as a symbol of patience. with the aim of hopefully ‘catching the agency that offers tailor-made solutions to AsterIML, being a comprehensive young’, an initiative directed at young ones clients for the actualization of marketing experiential marketing, PR and events to hopefully get them to think and develop goals through innovative, creative, exciting agency was established in Nigeria, with as human beings without gender bias or and most of all valueactivities. AsterIML’s footfalls Pan Africa. The team at Aster is conceptions. According to Mandela, ‘It’s commitment to its clients’ success as well efficient and reliable, achieved by staying in our hands to create a better world for as its standards set it apart as a world-class focused, brainstorming and constantly all who live in it’ and that’s the mission. professional services agency. innovating to help grow her client’s The Project as indicated by the title is Aster Integrated Marketing Limited business. Interestingly, the agency is blessed an opportunity to nurture young ones (A.I.M.L) was born out of the need to do with young professionals who are highly and assist them to develop a nature that something different and this invariably has motivated to deliver top-notch project serves them for the future, developing enabled the agency to build on itspassion by execution within the shortest time possible. human beings for a great life, not male, listening to clients’ ideas, thinking through The vision at AsterIML is to provide the not female but human beings who care for challenges and coming up with innovative, clients with results-oriented experiential and understand one another. There are creative and exciting solutionswhilst also experiences, public relations, and total currently 12 schools signed-on, it’s still a keeping it simple. marketing support. Their methodology new project BUT a project that looks to be The name ASTER is a curious sounding revolves round listening, thinking, expanding over the years. one which is bound to arouse the interest designing, refining and implementing.

PLURAL MEDIA: Outstanding Digital OOH Agency of the Year

stablished in July 2006, Plural Media Agency (LASAA), Oyo State Signage & came into Nigeria’s advertising Advertisement Agency (OYSAA) and is industry with a clear perspective of an active member company of the Outdoor Echallenging the ‘status-quo’ in the delivery Advertising Association of Nigeria of OOH media communications. After (OAAN). Furthermore, Plural Media the yearnings of our customers in Africa”, deployment of her first Digital OOH has been registered with South African Plural Media is not just another provider platform in Nigeria’s oil rich garden city National Signage Association (SANSA) of display media for advertising and – Port-Harcourt – the company quickly since 2008. communication but an end-to-end solution extended its tentacles to the centre of With a mission to “enhance visibility provider. excellence – Lagos – and since then and deliver measurable out-of-home To its credit, the agency continuously has not rested on its oars in delivering communication value to our customers challenges the status quo in the OOH communication value to her teeming through the provision and management advertising space by offering its clients clients, pan- Nigeria. of strategic media apertures”, and a vision innovative, targeted, and high impact The agency is registered with the “to be the leading provider of innovative advertising media that guarantees value-for- Lagos State Signage & Advertisement advertising media platforms that meet money to its teeming clientele.

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As a value driven company, Elev8media Advertising provides other bespoke products for outdoor advertising Elev8media campaigns. The company is reputed for building the most energy efficient billboard Advertising in Lagos called “The Grid” which is located opposite King’s College on Lagos Limited Island. The Grid, a backlit energy efficient Innovative billboard, serves well as an integral part Given the metropolitan nature of Lagos of a fully integrated marketing campaign, Leadership Award and the massive number of people on the delivering the same brand messages directly roads in the state, the deployment of Elev8 to target audience for just a fraction of the Transit TV, an innovative advertising advertising budget. in OOH platform, was indeed a masterstroke. With According to the Managing Director Elev8 Transit TV, clients have a chance of Elev8media Advertising, Funmilade to customise their marketing strategies Alalade, “If we do not help our clients to to target a geographic area which is more succeed, then we cannot succeed. Each cost-effective. And with 70 per cent of the and every campaign is treated with utmost consideration, whether it is a one-day run he introduction of digital media into 21 million people in Lagos State relying on public transportation for their movement or a multi-month, multi-stage campaign. Out-of-Home advertising practice in Our job is to help your business.” Nigeria has undoubtedly transformed around the city, exposure on Elev8 Transit TV delivered a massive mileage to brands. Elev8 has also played pioneering role in Tthe outdoor business from one where the Mobile Billboards category. The digital carpenters and welders hold sway to one For maximum effect, Elev8 Transit TV partnered with LAGBUS Asset billboards which are mounted on trucks where creativity, capacity and capital are the have been a major feature on Lagos roads. defining factors for success. Management Company, T&M Nigeria Limited, Soundcity Music Channel and As competition among practitioners Although the process started in in the Out-of-Home advertising business 2008 when the Lagos State Signage and 1music entertainment to deliver fresh entertainment content to its audience. The intensifies, it is certain that those that will Advertising Agency (LASAA) embarked on survive and thrive in the emerging digital an exercise to sanitise the state’s outdoor implication of this partnership could not be lost on commuters in Lagos because age are the ones who can be creative and environment which resulted in many develop capacity to meet the demands of billboards being pulled down by the agency, LAGBUS buses on the Bus Rapid Transit routes in the state represented the single the marketplace creatively. It is therefore the widespread adoption of digital media by safe to expect to see Elev8 growing in leaps outdoor advertising agencies is still recent. largest mover of people across the state today. The buses travel along the busiest in the years ahead. With leading brands in Fully realising the tremendous all sectors of the economy already in the roll opportunity that the new outdoor regime routes and business-centric hubs of Lagos. In February 2016, Elev8Media call of clients of the agency, Elev8 can only in Lagos presented for forward looking grow bigger and bigger. And with a dynamic entrepreneurs, Elev8 quickly carved a niche rebranded as Elev8media Advertising Ltd with the aim to provide audience and management that is on top of their game, it for itself by deploying the Elev8 Transit TV is certain that the sky is the limit for Elev8. to give brands a broader reach within the technology driven effective solutions in the Lagos metropolis. advertising sector.

The agency dares to be different via its speed; its being client-focused; and SBI Media – innovativeness. It believes in leading and not stopping with far effective and cost Outstanding Media effective strategies. It has become the toast of the mobile phone, startup, technology Agency of the Year and financial services industry clinching more than 51% of market share in the BI Media, a next generation media agency was founded in 2013 as a strategic mobile technology category. media strategy and buying agency. Built on a culture of bravery, thought leadership, Founded by Mr. Rotimi Bankole, a creativity and innovation, the agency provides end-to-end media solutions to all its media and marketing communications Sever increasing clientele which cut across FMCGs, Aviation, Telecoms, Financial services, expert with over 15 years experience that Technology, Startups, and Political brands. cuts across media, creative and content SBI Media is a member of the Masscom Global Network, a group over 40 agencies development, public relations, events across Asia, Middle East and Asia Pacific region. It is the West African strategic hub for the management and brand activation. global network. In the Bankole team are other eggheads With a credo of putting client first; and achieving top class result all the time, it in business strategy like of Samuel Odusami describes itself as a next generation media agency built on a culture of bravery, Thought who is the group head, strategy and leadership, creativity and innovation. research, Alison Oyome, a business media As the West Africa strategic partner of Masscom Global, SBI Media has expanded planning expert who is also the Group into event and activations with Streams Communications and Media Network as well as Head, Media Planning; Adewale Adedeji, Octageo Energy, and oil and gas marketing and sales company. the Group CFO and Kayode Olowoyeye, As an agency group, SBI Media is among the top 7 largest media agencies in Nigeria Group BTL head. with billions of Naira in annual billings. And, as a globally-focused group, the agency has SBI Media is poised to build a next built a strategic consortium of management partners across Canada, Turkey, Europe and generation, sustainable marketing Asia to cooperate beyond borders. communications group in Africa and beyond.

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Campaign as well as the Cristal Awards. Outstanding Media The agency is acknowledged globally as a pioneer in communications planning and ahead of its peers with its own operating Agency of the Year system called “SOURCE”, which brings the HD is a global communications Officer, Bayo Adisa. global workforce together to collaborate on planning and media buying agency PHD Worldwide is part of Omnicom assignments using the massively multi-player network that delivers smart strategic Media Group, which celebrated the online role playing and gaming platform. Pthinking and creative innovation for the performance of its local workforce in Finding a better way is the agency’s ethos world’s leading brands. the use of the agency’s game-changing and sums up how it approaches everything The agency prides itself on a culture media planning operating system and for – from a new client brief to the way it works. of thought-leadership, creativity and contributing to global network’s rise to the Some of PHD’s clients are Ovaltine, 9ame, innovation. With the slogan, “brilliant media top of new business league tables byRECMA Apple, Huawei, Moet Henessy, amongst thinking is in our DNA”, it has grown from and R3. others. a challenger agency in the UK, to a global Omnicom Media Group topped the Mark Holden, Worldwide Strategy and leader with over 4,000 employees in over 80 2016 Major Wins report from the Research Planning Director said, “SOURCE” has countries. Company Evaluating the Media Agency changed the way people at PHD work. Now PHD combines the latest industry insight Industry (RECMA), ranking the net new people come to work each day and play the with the best creative minds to produce business balance of wins and departures game – the result and effect of which has planning innovation and create award- during the past year. enhanced planning and innovation for our winning work for some of the world’s largest Winning 29 percent of the USD 20.1 clients across the world. advertisers. billion in ad spends that changed hands “This provides PHD’s planning team the The agency began its Nigerian operation in 2016 globally, across its three agency most advanced global marketing insights in 2010 to serve both the Nigerian and networks, Omnicom Media Group ended and helps to shape and enhance innovative other West Africa markets and quickly rose the year with a net new business balance of thinking as well as efficient use of their to become one of the top agencies in the USD 4.4 billion. time. This is because the tool has embedded industry. PHD was named Global Media Agency into it, links to research reports, audience In 2016, PHD West Africa, appointed of the Year by Adweek in 2017. The accolade research data and plugs into online research Dozie Okafor as its new Managing Director was part of a string of awards for the panels. It is accessible across devices and as to oversee the business in Nigeria and in network, recognising a strong performance such available on their PCs, MACs, tablets other West African countries after the during 2016. PHD also holds the ‘Media or smart phones in the form of a mobile resignation of the former Chief Executive Network of the Year’ honour with UK title application, ‘SOURCE Mobile’.”

ROUTE 712 EXPERIENTIAL AGENCY Outstanding Young Experiential Marketing Agency of the Year

ince its grand entry into the Nigerian marketing industry to keep us at the top Our engineers will transform your great experiential marketing landscape in of the experiential marketing space; with ideas into world class production 2009, it has left no one in doubt as to its a primary business objective which is to Route 712 boasts a passionate staff driven Sreadiness to challenge the status quo ante, maximize budgets and reach a wider target to make your projects successful at a beat existing standard and set new ones in a audience”. competitive and an affordable budget. stiffly competitive industry. Putting what it does succinctly, it says, With its dictum, ‘Everything you can Route 712 Experiential Agency is a “We Entice. Excite. Engage. Embrace imagine is real’ which loudly indicates Marketing Communications Company of consumers, thereby building loyalty”. its corporate ethos, Route 712 combines specialists located in Lagos, Nigeria, and Route 712 offers both its actual and imaginativeness with innovativeness to dedicated to fascinating consumers in ways prospective clients what it calls “The 712 distinguish itself in the Nigerian experiential that build brands. Opportunity” which is: “Igniting consumer marketing ecosystem while impacting on the In explaining its brand identity passion with the power of a Big Idea; An sector’s generationnext, positively”. and positioning, the agency matter-of- engaging work that rewrites the scripts Little wonder that from inception till factly declares, “Our brand identity and and that delves deep into the market and date, Route 712 parades very intimidating philosophy is inspired by bright colors consumer attitude to give us the insight we records of achievement, in terms of account and the excitement it generates. We need to eclipse competition; and Ensure we wins, running record breaking campaigns, are a convergence of colorfully creative talk in the right way, to the right people in and a consistently rising growth trajectory masterminds. Our colors are within close the right place and at the right time”. for both itself and its clients’ brands under Proximity of themselves, representing the Driving the point further home, the its belt. neutrality of ideas across all media”. agency very strongly advances the following Among such campaigns handled by Describing itself as “an indigenous reasons for clients to make it their choice: the agency are MOUKA Flora & Legend Nigerian experiential marketing agency Route 712 is a proven partner to the most Mattress Brand Unveiling; DIAGEO located in Lagos, and dedicated to successful companies in Nigeria McDowell Football Frendzy Activation; fascinating consumers with the sole We are your strategic experiential McDowell platinum whisky launch; ONGA objective of brand awareness”, it claims to marketing solutions partner Foodies Hangout Activations; ONGA Next have “brought together some of the brightest We are a durable business with over 10 Top Chef Campus activation;COWBELL minds in Nigeria’s brand activation and years of experience Coffee Campus Revelation; COWBELL

MARKETINGEDGE / DECEMBER/JANUARY 2021 95 FOREIGNPROFILES NEWS

Choco NYSC Volleyball Activation; Reckitt Benckiser Door to Door activations, milk brand which took place recently. The COWBELL Milk Roadshows &GSM just to mention a few. agency combined leveraged a combination Consumer Experience; COWBELL Milk Quite notably, Route 712 scored another of out-of-home technology with digital Schools Activation; COWBELL Evaporated first when during the pandemic period interactions to drive massive engagements Milk Activation; KASAPREKO Kalahari it successfully activated the first ever with consumers across the length and And Carnival Strawberry Brands Activation; experiential out-of-home activation which breadth of Nigeria. Expectedly, Route 712 LOYA Milk Brand Activation; FERRERO caught the appeal of many industry players. was loudly applauded across the industry for Tic-Tac Shake & Share Activation; and It was at the launch of Cowbell Evaporated the feat.

international clients and their brands. In its beat-in-class standing, mediaReach OMD has won a myriad of well-deserved mediaReach OMD awards over the years. These include, but are Outstanding Media Agency not limited to: • Cannes Young Lions Media – of the Decade mediaReach OMD remains the only media agency to represent Nigeria at ediaReach OMD is West and Proprietary tools launched and still in use the Cannes Young Lions Media (2019, Central Africa’s No.1 independent today include ESPRI and Media Star for 2017, 2016, 2014, 2012, 2011, 2010, media specialist. The agency is effective and efficient media plans. 2009, 2008) Mfocused on developing and providing world Since 2003, mediaReach OMD has also • Winner of Young Pitcher Integrated - class media planning and buying services undertaken the publication of the West West & Central Africa (2019) to leading international clients across this & Central African Media Facts Book – an • Winner of Gold for PR and Reputation sub-region. industry accepted data collection book about Management, Pitcher Awards (2019) Starting operations in 1999, mediaReach the West & Central African advertising scene • Marketing World Awards – OMD has grown to become the biggest and the only manual for media advertising mediaReach OMD Nigeria is named media agency in West and Central Africa information in the regions. Media Agency of the Year 2011 today. With extraordinary media practice • Virgin Atlantic Stiletto Awards - The agency has given direction to the credentials in Nigeria and indeed West & Excellence in Media Implementation practice of media planning and buying in Central Africa, mediaReach OMD is still – 2012 Nigeria and indeed the West and Central unsatisfied with these accomplishments and • City People Award for Excellence African sub-region. has continuously challenged the dynamics of – Advertising Company of the Year In its first year of operation, mediaReach the marketplace. – 2012 OMD revolutionized media practice in Its desire to leverage international work The MARKETING EDGE Outstanding Nigeria by initiating standards to ensure tools, talents and ideas led it to affiliate Media Agency of the Decade is only the unprecedented high media compliance by with OMD, the global media advertising latest feather to its colourful corporate cap. media owners and prompt payments for company of Omnicom in 2003. Omnicom Also, mediaReach OMD ranks No. 35, placements implemented. is arguably the world’s largest marketing and is the only Media Agency in Jobberman Within eighteen months of operation, communications network, with offices in Best 100 companies to work for in Nigeria. mediaReach OMD led the industry in over 80 countries. This affiliation places at positive directions by championing the the agency’s disposal the global capabilities launch of media planning data and tools. of OMD to the benefit of its local and Companies UNIVERSAL INSURANCE PLC Innovative Insurance Company of the Decade

Reinsurance Company of Zurich, which base of over =N=11Billion, authorized also provided the necessary reinsurance and share capital of 16Billion units and he Universal Insurance Company support. Mr. K. R. Lugg an expertrate had =N=8Billion paid-up respectively. It is Limited (UNISURE), now Universal the privilege of being the first General a General Business organization (i.e. Insurance Plc. was established by Manager of the Company untill 1963 when underwrites General Insurance business). Tthe then Eastern Nigeria Government, Mr. M.A.C Chukwudinma was appointed the The Universal Insurance Plc is now fully African Continental Bank Plc in 19s61 1st indigenous General Manager. computerized to drive excellence in service through an association between Eastern The aftermath of the Nigeria civil war delivery, Customer – oriented and a prime Nigeria Development Corporation (ENDC) was that the eastern Nigeria became defunct. company that is poised to be a giant in risk and Pearl Assurance Company Limited of Thus after series of changes, the East Central bearing. London whereby ENDC acted as agents to state was split into Anambra, Imo, Enugu, Driving the ship of this high-flying the insurance company. Abia, and Ebonyi states. These five states insurance company is Mr. Benedict U. The Universal Insurance Company apart from many individuals have shares in Ujoatuonu, a seasoned Insurance and Risk Limited also from inception has been the Company. Management practitioner. on a partnership relationship with Swiss As at today, this company has an asset

96 MARKETINGEDGE / DECEMBER/JANUARY 2021 PROFILES

NIGER DELTA POWER HOLDING COMPANY: Outstanding Government Parastatal of the Year

iger Delta Power Holding power stations and major substations gave NIPP, which allowed some of the projects to Company, NDPHC was rise to the distribution component of the continue despite the funding interruption. incorporated under the Companies project. Late in 2008, after a protracted and Nand Allied Matters Act as a private limited In August 2005, the National Council intensive debate on the way forward, the liability company with shareholding fully of State and the National Assembly National Economic Council (NEC) agreed subscribed to by the Federal, State and approved an initial funding for NIPP from to set aside an additional fund from the Local Governments with a mandate to the excess crude savings account’ (ECSA) ECOA as a power emergency fund to manage the power projects tagged ‘National which statutorily belong to the Federal, complete NIPP subject to the approvals of Integrated Power Projects (NIPP)’. State and Local Governments. The Federal all the State legislative houses. It is on record that the National Government therefore incorporated the To implement the decision, in 2009, Integrated Power Project (NIPP) Niger Delta Power Holding Company NEC inaugurated the NIPP steering council was conceived in 2004 as a fast-track Limited (NDPHC) as a limited liability chaired by the then Vice President, Dr. government funded initiative to stabilize company to serve as the legal vehicle to Goodluck Ebele Jonathan, with six State Nigeria’s electricity supply system while the hold the NIPP assets using private sector- governors and four Federal ministers as private-sector-led structure of the Electric orientated best business practices. members. Power Sector Reform Act (EPSRA) of 2005 Following the 2007 change in The erstwhile NIPP Steering Council took effect. administration at the Federal level and in is now the Board of Directors of NDPHC NIPP was originally designed around many States, the funding arrangements for chaired by the Vice President. Its decisions seven medium sized gas fired power the NIPP were subjected to intensive legal, have revitalized NIPP to add new capacity stations in the gas producing states, and the political and financial scrutiny, resulting in to Nigeria’s electricity supply system for critical transmission infrastructure needed over two years interruption in funding for the benefit of consumers throughout the to evacuate the added power into the the projects. country, as the reforms of the Power Road national grid. A commitment to electrify At the time of the suspension, some Map and the EPSRA take effect. host communities in the vicinity of the amount of money was already invested in

AXA MANSARD INSURANCE PLC: Outstanding Insurance Company of the Decade

AXA Mansard Insurance plc is rated Investments B+ by A.M. Best (2020) for Financial AXA Mansard Investments Limited Strength. The Company is also certified is a multi-expert asset management ISO 9001:2008 compliant by the Standard company within the AXA Mansard Group, Organisation of Nigeria (SON) for quality a leader in financial protection and wealth management systems. management. XA Mansard is registered as a AXA Mansard is a member of the AXA Protection composite company with the Group, the worldwide leader in insurance AXA Mansard Insurance insures homes, National Insurance Commission of and asset management with 166,000 cars, property, life and holidays, including ANigeria (NAICOM). The Company offers employees serving 107 million clients in 64 other things that are important to people. life and non-life insurance products and countries. AXA Mansard is present across Mission and Vision services to individuals and institutions Nigeria with operations and regional offices AXA Mansard Insurance is driven to across Nigeria whilst also offering asset/ as well as Welcome Centres in all major innovate and excel, consistently creating investment management services and cities. exceptional value for its stakeholders. health insurance solutions through its two Its various arms include AXA Mansard The company’s vision is to be the leading subsidiaries - AXA Mansard Investments Health Limited, a Health Maintenance African financial services provider, Limited and AXA Mansard Health Limited Organization (HMO) arm of the AXA delivering superior solutions to its teeming respectively. The parent company was Mansard group of companies. The HMO customers, while exceeding stakeholder’s listed on the Nigeria Stock Exchange in is geared to promoting her members’ expectations. November 2009. wellbeing.

MARKETINGEDGE / DECEMBER/JANUARY 2021 97 Media

later as Commercial Director. Very crucial decisions were also taken which, among other things, included resting TVC News Africa and Radio Continental with the latter metamorphosing into MAX 102.5 FM. In less than 15 months after these developments, an amazing turnaround has taken place at TVC Communications with Television Station of the Year impacts that are self-evident and results that are stunning. It has since overtaken its VC Communications is a leading The year 2017 will go down in the competitors to clinch the coveted Television media organization established annals of the history of this highly rated Station of the Year award at the Nigerian in 2007, with its headquarters in media company as an epoch given the Media Merit Awards, NMMA. TLagos, Nigeria. Since its establishment, fact that that year its management was Significantly, too, its mother company, TVC Communications, which encompasses overhauled and its business model TVC Communications hit the ten million TVC News, TVC Entertainment, Max FM re-jigged. viewers and listeners mark across its and Adaba FM, has succeeded in reshaping These developments saw the coming on portfolio earlier, this year. the social and public perception of Africans board of Andrew Hanlon as the company’s on news, entertainment and broadcasting Managing Director/Chief Executive across the country. Officer with Ronan Redmond joining

Geoffrey stressed that since the station focused on talks, news and sports; it was NIGERIA always appealing to a particular section of Nigerians at every point in time. INFO FM ”When it comes to advertising, Outstanding everything is tracked, everything is done orderly and it is a good one for their brand; Radio Station of so I want to encourage them to keep it up,” Geoffrey said, adding that his agency the Year maintains a close working relationship with the station because of its potentials to reach a wide spectrum of customers. “Nigeria Info is doing well in terms igeria Info FM, Nigeria’s number It’s a 24-hour station that would also relay of programming, the presenters are one talk, news and sports station premiership matches every Saturday,” wonderful. So for us, Cool FM, Wazobia is the pioneer talk radio in Nigeria Mousalli said. FM and Nigeria Info are the top stations for N– the first station in its format in Nigeria. It Despite being launched in 2017, Nigeria our advertising clients,” he assured. proudly broadcasts local and international Info has recorded a fast growth and has Speaking in the same vein, Media news with a blend of talk & sports shows, become an audience favorite, mainly Planner and Data Analyst for SBI Media, while addressing current affairs and topical because of its devotion to sports, which is a Mr. Amusat Adeolu, said that Nigeria Info issues. critical touch point for most Nigerian radio is a station for the mature adult who takes Its core target audience is 20 and above, consumers. his or her time to listen to news, talks and from the A, B & C social classes. According As a result of its success, Nigeria Info sports. to Mousalli, the high quality standard of has experienced a rapid rise in its share of “If you want to speak to a mature adult, Nigeria Info can be traced to the solid ad spend, as many advertisers prefer to have I mean the older generation, I think Nigeria foundation that was laid to kick-start the their brands on the station. Info is the best place to talk to them and station. According to Deputy Manager, Client that has always been our major impression,” “The former CNN man, Bill Torch is Service, Advalue Advertising agency, Mr. Amusat said. consulting for us. He is training Nigeria Info Ikechukwu Geoffrey, Nigeria Info has “What I do majorly is if I am looking crew so they can be like their counterparts been a veritable platform for his clients to for those that listen to news, I go to Nigeria abroad. This is the CNN and BBC of Africa. advertise their brands and reach out to their Info because I know, especially in Lagos, Our target audience is from 25 and above. numerous customers. you will find the listeners there and even in

98 MARKETINGEDGE / DECEMBER/JANUARY 2021 PROFILES

Max FM is not just about the music, as listeners can look forward to winning Outstanding amazing prizes as the station promises to always be the home of the biggest Young Radio and most attractive giveaways on radio. Station of the Formerly known as Radio AX 102.3 FM Lagos is aimed at Continental, the station was a 15-34- year-old audience and established in 2005 and broadcasts Mpromises to play non-stop hit non-stop hit music, live from Lagos music for the young people in Lagos. Nigeria.

AFRICA INDEPENDENT TELEVISION (AIT) Television Station of the Decade

ith a corporate objective, “… Business Africa, Shoppers Guide sharing the African Experience”, Musicals – One Mic, Shakatawa, Gbedu AIT is motivated by uniquely on the Move, Prime Time Africa, MTV Waltruistic aim to promote and methodical Base, Hitlist N Cruzing, Musical Concerts project Africa from an African perspective. – (specials). AIT offers the world a new insight into the African experience. The mission is to Sports – Sports Extra, Sports Today, Best promote global peace and understanding of Sports, Sports File, Sports Panorama, through an untainted appreciation of the Sports Machine. world and its people. AIT provides a fresh slant in television Children/Instructional – Healthy broadcasting with a unique programming Moment, Akili & Me, Teen Time, Cartoons, theme that shares the African experience School Hunters. with the global community. AIT’s technological base is remarkable Women/Children – Exceptional Mom, and revolutionary, coupled with state- Beauty Diaries of-the-art equipment in line with global standard. These have effectively positioned Magazine/Talk Shows – The Amazons, Organizations and Content Providers/ station in the league of global broadcast Bisi Olatilo Show (BOS), Ovation on TV, Independent Producers for some other brands. Events, People and Places. programmes that are also aired on AIT i.e. The programmes exclusively on AIT Comedy, Sitcoms, Documentaries, Sporting which have universal appeal and have Soaps – Several exciting and instructive Events etc. impacted remarkably on the lives of the soaps – Palace, Take A Chance, Oga citizens of Nigeria particularly and the Landlord, Being Farouk, So Wrong So AIT’s Footprint: entire human race which is the constituency Wright, Lasigidi Cops, When Love Came * AIT was launched on global satellite of the station include, but are not limited to: Calling, The Better Half (Mexican), I Don’t broadcasting in January 1997. News – AIT News Hour, World News, AIT Trust Men Anymore (Mexican). * The station was formally launched in News, AIT Reports, AIT Midnight- News, the United States of America by His The Week in Review Cultural – Mini Jojo – Yoruba Language, Excellency, President of the Federal Ojemba – Igbo Language. Republic of Nigeria, Chief Olusegun Current Affairs – Kaakaki, Focus Nigeria, Obasanjo on Sept 20, 2003. Matters Arising, Peoples’ Politics & Power, Tourism (Cultural & Historic Tourism * The signals are distributed across the Inside The Parliament, Democratic Today, Programme) – Goge Africa, It African globe on Sky in the UK and Ireland, Security Watch. Time, Initiative African, Business Africa Wilhemetel in Hamburg – Germany, Un-i-ty/IPTV in the United States of Public Enlightenment/Service – Customs Religion – Several Christian and Islamic America, North and South America, Update, Digivation, Policy on Trac, sponsored programmes Europe, the Middle East and the Environment Today The station also collaborates with Carribean, across the continent of some International Television Stations, Africa on DSTV (except South Africa). Business – Money Show, Global Business, International Organizations, Nigerian

MARKETINGEDGE / DECEMBER/JANUARY 2021 99 Regulatory Agencies

OUTSTANDING REGULATORY AGENCY OF THE DECADE

he Advertising Practitioners diplomas to successful candidates as and self-regulatory associations in regulating Council of Nigeria, APCON, when appropriate. the practice of advertising. These are an Agency of the Federal • Performing other functions the Advertisers Association of Nigeria Government of Nigeria, conferred on it by this Act. (ADVAN), Association of Advertising established by an Act of Parliament no. 55 It discharges these responsibilities Agencies of Nigeria (AAAN), the Tof 1988 as amended by Act no. 93 of 1992 through a governing Council as well as Broadcasting Organisation of Nigeria and Act no. 116 of 1993. (Now encapsulated statutory committees and professional staff (BON), the Newspaper Proprietors as Act A7, LFN 2014), regulates the practice who are public servants in the employment Association of Nigeria (NPAN), the Media and business of advertising in Nigeria. of the Federal Government. Independent Practitioners Association of This, the agency does, to safeguard the APCON’s regulatory functions are Nigeria, (MIPAN), the Outdoor Advertising interests of the public and protect targets performed through a three-pronged Association of Nigeria (OAAN) and other of advertising communication from procedure namely: such associations whose work relate to misinformation, deception, and abuse of • Registration of Practitioners/ advertising practice. exploitation. Licensing of firms to practice/engage The agency’s Services/Procedures With a Vision “To promote responsible in Advertising. (Ensuring that only include: Registration of Practitioners; and ethical advertising practice, acting as prequalified and registered persons and Professional Diploma/Courses; Professional the conscience of society and watchdog firms engage in the practice of Advertising). Training Programs; and Vetting of for consumers; while managing the • Enactment and enforcement of Advertisements. needs and interests of stakeholders in a Code of professional practice involving a APCON’s day to day operations are Nigeria’s Advertising Industry”, APCON’s pre-exposure clearance of advertisements. performed by a bureaucracy of public responsibilities include: (Ensuring that advertisements are servants appointed by the Council. The • Determining who advertising wholesome and responsible in both content head of bureaucracy and chief executive practitioners are; and exposure). officer is the Registrar. The operations • Determining what standards of • Operation of organs of of APCON are organised into four knowledge and skills are to be attained by enforcement of professional discipline directorates, namely: Registration, Career persons seeking to become registered as among registered practitioners/licensed Development Matters and Corporate members of the advertising profession and firms. (Ensuring a lawful and disciplined Licensing; Regulation, Monitoring reviewing those standards from time to practice environment). and Enforcement; Planning, Research time; The regulatory mandate of APCON is and Strategy; and Human Resource • Securing in accordance with the given effect through the operations of the Management. provisions of this Act, the establishment Council’s Statutory Committees namely: Leading the APCON Management and maintenance of a register of persons • The Advertising Standards Panel team is Dr. Lekan Fadolapo, rpa, FCA its entitled to practice as advertising (ASP), which considers and gives approval Registrar/Chief Executive. practitioners and the publication, from time to advertisements prior to exposure; Under his leadership, APCON has to time, of lists of those persons; • The Advertising Practitioners continued to actively interact with all • Regulating and controlling the Investigating Panel (APIP), which the stakeholders; and has moved several practice of advertising in all aspects and investigates complaints of professional notches higher in the discharge of its ramifications subject to the approval misconduct and statutory duties, despite several some of the Minister of Health, where the • The Advertising Practitioners prevailing challenges, the biggest of which advertisement relates to matters of foods, Disciplinary Committee (APDC), is the non constitution of its Council for cosmetics, beverages and drugs (1992 no. which adjudicates cases of professional some years now. 116); misconduct referred to it by the APIP and • Conducting examinations in the sanctions erring practitioners. profession and awarding certificates or APCON collaborates with recognized

100 MARKETINGEDGE / DECEMBER/JANUARY 2021 A Decade of Radical Solutions

“The Perfect Chemistry”

Experiential Digital Field Sales Brand Strategy Advertising marketing marketing & Merchandising

sodiumgroupng sodiumng Affiliated Agencies sodiumbrandsolutions sodiumbrandsolution [email protected] www.sodiumng.com FOREIGNPROFILES NEWS

centre with over 2 000 industries. With such diversity, it has become LASAA: a socio-cultural melting pot attracting both Nigerians and foreigners alike. As OUTSTANDING REGULATORY such, LASAA is constantly promoting ultramodern advertising formats that are allowable within the scope of our regulatory AGENCY OF THE DECADE framework. LASAA thus holds a unique position to showcase permissible advertising he Lagos State Signage and In this wise, LASAA is involved in formats that are aesthetically pleasing Advertisement Agency as the provision of infrastructures which and environmentally friendly. As a result, established by the Lagos State promotes good advertisements. This LASAA has set itself a target to encourage Structures for Signage and includes Street lights, Bus shelters etc. unique advertising formats on the Advertisement Agency Law, 2006 and The street light advertisement project, for streetscapes of Lagos in line with the mega- Tsubsequent Amendment is responsible example, guarantees illumination on the city vision. for regulating and controlling outdoor city’s major roads 24 hours a day, 7 days Significantly, since he got in the advertising and signage displays in Lagos a week. Revenues generated from such saddle as the managing director/chief State. advertisement will support the maintenance executive officer at LASAA, last year, It is a government agency set up to re- of such streetlight lamp poles. Prince Adedamola Docemo has taken define the signage and outdoor advertising There is no disputing the fact that Lagos several proactive steps to address some of industry through effective signage and remains the Nigeria’s economic nerve the challenges that are facing the outdoor outdoor advertisement regulation and civic advertising landscape in Lagos, mobilize all beautification of Lagos State. stakeholders and set the agency on course Statutorily speaking, LASAA is for a future that promises to be better responsible for the management, regulation and brighter than the past and present and control of the signage and outdoor combined. advertising environment in Lagos State. By implication, it is responsible for managing all forms of signage and outdoor branding opportunities in the state. To deliver on its statutory mandate, the agency has embarked on the implementation of a “Streetscape Optimization Process and System” (SOPS) It is a government agency set up to for all facets of the City’s streetscape, re-define the signage and outdoor including, signage of all forms, outdoor advertising, and street furniture within the advertising industry through effective Lagos State boundaries. With a vision “to be an International signage and outdoor advertisement Leader in Signage Control, Outdoor Advertising Regulation and Civic regulation and civic beautification of Beautification”, and a mission “to Lagos State. Modernize, Standardize and Regulate Streetscapes so as to benefit the State, Statutorily speaking, LASAA is Citizens and Visitors alike”; LASAA has, over the years, developed a culture of responsible for the management, sustained excellence in Service Delivery that draws upon Individual and Collective regulation and control of the signage Performance that is empowered to and outdoor advertising environment continually innovate, improve, grow and develop in character. in Lagos State. By implication, it is The Lagos State Signage and Advertisement Agency (LASAA) believes responsible for managing all forms that outdoor advertisement medium can be used as a tool for supporting infrastructural of signage and outdoor branding developments. For advertisement to run opportunities in the state. from dawn to dusk, infrastructures that support the outdoor medium of outdoor advertising must be functional.

102 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNPROFILES NEWS

PERSONALITIES

ADETUNJI ADETOKUNBO Oil Nigeria plc), following the takeover of the OYEBANJI company by NIPCO plc. LIFETIME MARKETING ACHIEVEMENT AWARD Tunji’s life is not all about his career in Mobil, he has found time to contribute his talents to various organizations to which he on him. belongs. In 1992, Tunji’s potential as a future leader A Fellow of the Institute of Directors, of the company was recognized and he was Nigeria, (IOD), the National Institute of seconded to Mobil Oil Corporation’s global Marketing of Nigeria (NIMN) and the Institute headquarters in Fairfax USA as Planning of Credit Administration Nigeria. (ICA), he was Manager of Mobil Africa Sales Inc. He recognized for 2 years (2015, 2016) as one of performed creditably well and on his return the top 25 CEOs in Nigeria by Business Day Newspaper. He is a recipient of numerous r. Adetunji Oyebanji was born over in 1994, was appointed Branch Manager other awards. six decades ago to the late Chief North based in kano. In this position, he had Tunji married Adedayo Abisola of the Aderemi and Late Mrs. Iyabode responsibility for all the company’s business M operations in the Northern part of the illustrious Allison family of Ikorodu on Oyebanji. He attended University of Lagos, February 6, 1988. She has been a Judge in the graduating in 1979 with a Bachelor of Science country. In 1996 he moved back to Lagos Lagos State Judiciary since 2001 and was in Degree in Economics. as Branch Manager West and then Manager 2017 appointed the first female Chancellor On completion of his national service Fuel Services where he had responsibility in the Diocese of Lagos, Church of Nigeria (NYSC) in 1980 and based on his exemplary of Fuels initiatives in the company. It was Anglican Communion. Their marriage is performance, Leventis Stores offered him during his time in this role that a first of its blessed with children who are doing well in full time employment as an Assistant Store kind in the industry took place with the start their chosen careers. Manager and he was posted to the general of the collaboration between MON and UAC store on Malu Road Apapa to commence his with the advent of fast food retail outlets training. However, as fate would have it, Tunji in their service stations in 1999. This was to had also interviewed for a position at Mobil become an industry standard which many Oil Nigeria Limited and barely 2 months into competitors have emulated today. In order the new job at Leventis, he was offered a job to further develop his leadership capabilities, as Marketing Representative and he formally Tunji attended various leadership training started work on December 29, 1980, starting programs, he was part of the second set of his career by training as a petrol attendant the Senior Management Program (SMP 2) at Mobil’s flagship station at Awolowo Road of the Lagos Business School in 1994. He Ikoyi. also attended the Advanced Leadership However, it was clear even at that early Program of the Thunderbird School of Global stage of his career that Tunji possessed some Management in Arizona USA in 2007. Apart outstanding qualities which would serve him from these flagship programs, he attended in good stead in the years to come. Not being numerous training programs at home and satisfied with his academic qualifications, he abroad applied for and was granted an 18month In 2002, he was appointed to the TOLU OGUNKOYA study leave to pursue a Master’s degree in board of MON as Retail Director for the first LIFETIME ACHIEVEMENT IN MEDIA Business Administration at the City University time, a position he held until he was again ADVERTISING AWARD London, now known as the CASS Business challenged with overseas assignments, first School. He graduated with an MBA in as Executive Director, Mobil Oil Ethiopia, r. Tolu Ogunkoya is Regional CEO, Marketing in September 1983 and returned then Executive Director, Mobil Oil Cameroun to MON to resume his career in January and later Manager, Industrial and Wholesale OMG WeCA, Omnicom Media Group 1984. While in the UK, he also seized the Fuels for Africa and the Middle East based M(West and Central Africa). opportunity to acquire further professional in ExxonMobil’s European office in Brussels, Tolu, as he is fondly called, started his qualifications in marketing, receiving a Belgium. advertising career as a management trainee Diploma in Marketing from the Chartered Tunji successfully completed these with Insight Communications (then an Institute of Marketing, United Kingdom. offshore assignments and returned to his affiliate of Ted Bates). While there, he gained On his resumption to MON, he progressed former role as Retail Director in 2006 until valuable experience working on leading through a series of junior, supervisory and October 21, 2008 when he was appointed multinational companies like Unilever, Nestle, managerial positions that developed his Chairman and Managing Director of MON British American Tobacco, Texaco, and many leadership skills and prepared him for the until March 31, 2017. Effective April 1, 2017, others. challenges that fate would eventually bestow he became Managing Director and Chief In 1992, he joined SO&U Saatchi as a Executive Officer of 11plc (Formerly Mobil

104 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNPROFILES NEWS

Manager with initial responsibility for the Steve began his advertising career at opportunities for established and emerging media function and rose to become an Mc&A Saatchi & Saatchi and later moved filmmakers (content creators), mobile Associate Director with responsibility for to Prima Garnet Ogilvy. For more than 23 technology developers, innovative voices an Account Service team. While at SO&U years, he has been helping to create some (screenwriters), animators (graphics and Saatchi, he was exposed to assignments for of the most iconic marketing works on the VFX), contemporary artists and the cultural the following clients – Colgate Palmolive, continent. You might remember the “Proudly industries, where she holds the position as Cadbury, Guaranty Trust Bank, among many Nigerian” campaign for British American the founding Executive Director, Legal and others; and his responsibilities spanned the Tobacco, the “Now You’re Talking” campaign External Networks. Media, Research & Strategy and Client Service for Etisalat, “You Need A New Bank” campaign In the light of her various interests, functions. for Diamond Bank and so many others. fascination with books, and the power it He continues to represent Africa on the On March 1, 1999, he became the pioneer holds to effect tangible change, both within global stage, having been a member of the member of a ground-breaking team that is a fertile mind and the society in general, Jane jury at the New York Advertising Festival, today known as mediaReachOMD West & ventured into the business (In partnership the Loeries, and African Cristal Awards. He Central Africa. The agency’s first office opened with her husband and some of the coolest has also been a speaker at the Cannes Lions in Lagos, Nigeria, followed by Accra, Ghana in young geniuses). The goal was to run an Festival and also one of Adweek’s Top 100 2007 and then Douala, Cameroun in 2012. Creatives in the world 2019. organisation that esteems its employees Mr. Ogunkoya is a Member, Ashridge Steve holds a bachelor’s degree in Theatre – equips and enables them to attain their UK Alumni Association; Fellow, Advertising Arts from the esteemed Ahmadu Bello utmost while providing first-class interaction Practitioners Council of Nigeria (APCON University, Zaria, Nigeria. He is currently the and bespoke services to her clients and the & Council Member, APCON), one-time President of the Association of Advertising ‘ecosystem’ in general. President, Media Independent Practitioners Agencies of Nigeria (AAAN) and member Jane has a Master’s degree in Production, Association of Nigeria (MIPAN) and a Fellow, of the board of International Advertising Film Distribution and Marketing from Institute of Directors, IoD Nigeria. Association (I.A.A), Nigeria. Outside Birmingham City University (MA), a advertising, he was the former Chairman, Certificate in Entrepreneurial Management, Public Relations Committee of the Nigerian- Entrepreneurial and Small Business American Chamber of Commerce. Operations from Enterprise Development Steve has attended several international Centre in Bachelor in Law (BL) from the Leadership training, including some in Nigeria Law School, Ikoyi and a Bachelor’s Harvard Business School, Columbia University, degree (LL.B) from Edo State University, New York and Stanford Graduate School of Ekpoma. Business. Jane has worked and interned with some of the leading law firms, and always found the interaction with people and clients to be the most engaging and fulfilling aspect of each project and/or job. In all this, Jane finds the concept and practice of “Self Employment” enriching, satisfying and most rewarding. She loves and is continuously thankful for this STEVE BABAEKO awesome life she’s gifted to live and the huge BRAND PERSONALITY OF THE YEAR possibilities it holds to affect change within her generation. teve Babaeko is an unusual type of In her foray, she has held, and still holds businessman. In an industry that seemed various executive positions in addition to to have run out of inspirational stories, S overseeing various successful projects. Jane he stepped in and wrote a new chapter. Now, served (and still serves) at the Executive his X3M Ideas Group, which he founded in Management level within these organisations: 2012, has become the yardstick for a new generation of Nigerian creative entrepreneurs. Fans Connect Limited and Afrinolly Limited, Steve’s unyielding belief in looking all of which she co-founded. challenges in the eye and staring them down Jane is very spiritual with a strong has attracted the best talents to his firm and JANE MADUEGBUNA believe in God, the Lordship of Jesus and the BRAND PERSONALITY OF THE YEAR pulled in clients from around the world. His indwelling of the Holy-Spirit. She ascribes next stop? South-Central Africa, via Lusaka her success wholly to God Almighty. She ane Maduegbuna is a trained lawyer and Johannesburg, where he recently opened believes without doubt that her life has been and creative content enthusiast who is independent offices for X3M Ideas. grace-fueled. An avid reader who loves to currently adventuring within the world Before starting X3M, which has now J travel, Jane finds interacting with people very grown to include X3M Music, and Zero of apps, entertainment, contents and mobile intriguing. She is somewhat adventurous, a Degrees Productions, Mr. Babaeko was the distribution platform via the Afrinolly app – lover of horror, thrillers, and “who-dunnits” creative director at 141 Worldwide. Over there, www.afrinolly.com. This awesome experience movies and books. Jane is popularly he sparked the fire of creativity that made that has birthed “The Afrinolly Creative Hub”, which described as an “Introverted Extrovert”. agency the trendiest for many years. provides creative platforms and economic

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FOREIGNPROFILES NEWS

PATRICK Manager of the Year the following year (1991), Officer, Domino’s Pizza Indonesia in 2016. and was promoted to Area Supervisor in McMICHAEL He was appointed Chief Executive Officer, Sydney in 1992. OUTSTANDING Eat’N’Go Limited, Nigeria in 2018. In 1995, Patrick became the National COMPANY CEO OF As Chief Executive Officer, McMichael Property Manager of Domino’s Pizza Australia, THE YEAR developed the strategic direction of the and was a franchisee owner of 10 Domino’s company in conjunction with the Leadership Pizza stores in Australia between 1997 and Team and Board of Directors. He manages 2005. the budget process and reporting; as well as In his very inspiring professional and the day to day operations of the company, entrepreneurial career trajectory, McMichael working with the department heads and their was awarded Domino’s Pizza Australia individual teams. “Management is about doing things right; Franchisee of the year in 1998 & 1999. He Since becoming the company’s CEO, leadership is about doing the right things.” became Victorian Market Manager in 2005 he has led Eat‘N’Go to enviable heights in McMichael was Domino’s Pizza Enterprises Nigeria. bove quote by renowned management Leadership team New Concept Manager Significantly, the company hit the 100 expert, Peter Drucker, aptly accentuates in 2006 and was appointed Domino’s Pizza outlets milestone last year and has since gone Athe professional and entrepreneurial International Business Consultant in 2008. notches higher. Under McMichael’s watch, accomplishments of Patrick McMichael, the In 2010, he became Franchise Eat ‘N’ Go has become an innovation-driven quintessential MD/CEO of Eat’N’Go, a leading Development Manager Australia & brand that has leveraged technology to Quick Service Restaurant (QSR) in the country. New Zealand and later appointed Chief deliver its offerings and services. Indeed, the McMichael joined Domino’s Pizza Australia Development & Franchising Officer Australia & disruption in the QSR space has left many in Sydney as a manager in training in 1990. New Zealand in 2012. asking about the face behind the mask of the He did so well that he was awarded Rookie McMichael became Chief Executive creativity at Eat ‘N’ Go.

HERBERT was then a small commercial bank, Access unprecedented brand equity height in WIGWE Bank – at the time, the 65th largest of the 89 Nigeria, across Africa and on the global BANKER OF banks in the country. banking ecosystem. THE YEAR Access Bank is now one of the top five He has had speaking engagements banks in Nigeria and ranked among the top across the world including most recently at 500 global banks according to a 2015 report Silicon Valley and Financial Times Summit in by The Banker magazine and is aiming to Mozambique. be Africa’s top bank. It currently serves over In 2016, Wigwe founded The HOW 6.5 million account-holders, through 350 Foundation, a non-profit organisation. branches and with more than 1,500 ATMs in Under Wigwe, Access Bank has amassed major centres across Nigeria, Sub-Saharan quite a number of awards. In 2016, it won Africa and the UK. Bank of the Year and Wigwe as CEO of the erbert Onyewumbu Wigwe is an iconic As one of Nigeria’s foremost corporate Year at the BusinessDay Banking Awards Nigerian banker and entrepreneur. He bankers, he has helped develop some in Lagos. Access Bank also clinched three His currently CEO and Group Managing of Africa’s biggest companies in the prestigious awards at the annual Africa Director of Access Bank Plc, one of Nigeria’s construction, telecommunications, energy Banking Awards for the “Outstanding top five banking institutions. He has been in and oil and gas sectors through a unique Business Sustainability” in the 2016 Karlsruhe the saddle since he succeeded his business model, which involves understanding and Sustainable Finance Awards in Germany the partner, Aigboje Aig-Imoukhuede, in January providing financial support and expertise. His first ever for an African financial institution. 2014. career in financial services spans more than Access Bank Plc repeated the performance Wigwe has a degree in accountancy 25 years including over a decade as Deputy at the 2017 Karlsruhe Sustainable Finance from the University of Nigeria Nsuka, an MA Managing Director. Awards in Germany by receiving the in Banking and Finance from the University Wigwe also served as the Chairman “Outstanding Business Sustainability College of North Wales (now Bangor), an MSc of Access Bank Ghana Limited, Access Achievement Award”. in Financial Economics from the University Investment & Securities Limited, Central Wigwe himself was named 2016 Banker of London, and is an alumnus of the Harvard Securities and Clearing System (CSCS) and of The Year separately by The Sun and Business School Executive Management is the current Chairman of Access Bank (UK) Vanguard newspapers, two of Nigeria’s Program. Limited. He is a board member of Nigerian biggest newspapers. He began his career at Coopers & Lybrand, Mortgage Refinance Company and a member In recognition of his exemplary role Lagos as a management consultant, later of the advisory Board for Friends Africa. in the society and contributions to youth qualifying as a chartered accountant. After He is a Fellow of the Institute of Chartered development, the Boys’ Brigade (BB) a stint at Capital Bank, he joined GTBank Accountants of Nigeria (ICAN – FCA), a Fellow inaugurated Herbert Wigwe as State Patron where he spent over a decade working in of The Institute of Credit Administration, for Lagos State Council in 2016. corporate and institutional banking, rising to and an Honorary member of the Chartered In February 2017, he was named co-chair become the executive director in charge of Institute of Bankers of Nigeria. of Nigerian Business Coalition against AIDS institutional banking. Since the CEO and Group Managing (NiBUCCA), a private sector initiative to help In 2002, Wigwe and his business partner, Director of Access Bank in January 2014, eradicate HIV/AIDS in Nigeria and support Aigboje Aig-Imoukhuede, saw a unique Wigwe has led the bank to attain an people living with the condition. opportunity and grabbed it, buying into what

108 MARKETINGEDGE / DECEMBER/JANUARY 2021 PROFILES

DOZIE on Advertising and Marketing both within outdoor advertising company with offices Nigeria, United Kingdom and USA. He has in the major cities of Nigeria and advertising MBANEFO an Outdoor Advertising working experience coverage reaching all the corners of the OUTSTANDING that spans over 15 years both in Nigeria country and most West African countries. LEADERSHIP and outside. He is also a member of the Initially established as a printing and AWARD IN OOH Advertising Practitioner Council of Nigeria public relations company in 1994, the (APCON). He has been in management level company has risen to become one of the in Outdoor Advertising for over 10 years. most prominent and influential outdoor He has gathered a lot of experience advertising companies in the country. working on multinational and government Since its inception as an outdoor accounts across several goods and services advertising company in 1998, New Crystal ensuring that the accounts in his control has quickly risen to lead the market with its NGR. DOZIE MBANEFO is the Managing have the best. He has also been involved in innovative approach, introducing a number Director of New Crystal Communications development of data and tools for accessing of world class services to the Nigerian market ELimited. He is a seasonal Engineer who efficiency of Out-of-Home Advertising. and earning itself a prestigious position has over 20 years experience with an MBA New Crystal Communications, the agency within the Outdoor Advertising Association of and has also undergone several courses which he founded and leads, is a major Nigeria (OAAN).

ANDREW Services), one of the largest privately owned Under his visionary leadership, TVC HANLON and operated national terrestrial TV and radio Communications hit the 10million listeners OUTSTANDING broadcast companies in Nigeria. and viewers mark across its platforms earlier, MEDIA CEO OF THE The iconic broadcast media company this year. YEAR operates terrestrial FM radio and TV stations The company has deservedly risen in throughout Nigeria and beyond, on cable and corporate stature and brand equity; and has satellite with a daily audience of 10 million won numerous awards and recognitions people throughout the Federal Republic. within the period. Among such awards is the Since he got in the saddle at TVC Television Station of the Year by the Nigerian Communications in 2017, he has le his Media Merit Award, NMMA and MARKETING team to turn around the fortunes for the EDGE’s Innovative Young Radio Station of the ndrew Hanlon is the Managing company in terms of personnel, infrastructure, Year for its MAX 102.3FM and Outstanding Director/CEO of TVC Communications technology, programming, branding and Television Station of the Year for TVC News. A(formerly Continental Broadcasting even marketing.

LANRE ADISA till 2008, when he left to start Noah’s Ark of some of Nigeria’s major brands through OUTSTANDING Communications, Nigeria’s wave-making New its creative perspicacity and is taking the ADVERTISING Generation advertising agency that thrives continent by storm, winning both local and PERSONALITY OF on the supremacy of ideas, embracing new international acclaim relentlessly. THE DECADE thinking and delivering bold and strategic Today, Noah’s Ark is arguably the fastest communication. Later that year (2008), the growing agency in Nigeria and has become budding agency took over Alicia Virgins, the toast of clients as a result of its new an agency established in 1996; and also dimension and depth of creativity. became a full member of the Association of The agency capped up 2015 by Advertising Agencies of Nigeria (AAAN). dominating the annual LAIF award, where Noah’s Ark, under the leadership of this it also claimed the coveted Grand Prix. By creative egghead, has, right from inception, its performance at LAIF 2015, Noah’s Ark lived up to its vision “To be in the league of finally emerged as one of the most dominant r. Lanre Adisa is an experienced the most successful brand builders out of agencies in and a leading player on the creative entrepreneur with a Africa.” African continent. demonstrated history of working M The agency’s ethos has always been, “We It put up an outstanding performance at in the marketing and advertising industry believe in the supremacy of the ideas; we go the 2017 LAIF Awards when it emerged the which has spanned close to 30 years – of wherever the idea takes us”. winner of the Grand Prix in addition to its working on some of the most visible local and In talking about itself, Noah’s Ark has this medal list of six Gold, nine Silver and eight multinational brands in Nigeria with thriving to say, “At Noah’s Ark we work with an array Bronze. firms in Advertising, Public Relations and of clients across various industries delivering In 2018, Noah’s Ark added another Content/Production. creative business solutions in sectors such feather to its cap by winning a Gold medal Starting off as Trainee Copywriter at as FMCG, Telecommunications, Mobile at the prestigious Epica Awards for its Airtel MC&A: Saatchi & Saatchi in 1990, he joined Technology, Government and Non-Profits, campaign “Lost”. It capped the year emerging Insight-Grey in 1997 and left in 2003 as an Hospitality & Tourism, PayTV/ Entertainment, as Africa’s Agency of the Year at the African Associate Creative Director from where and financial services”. Cristals Awards. he moved to TBWA/Concept. He was the Little wonder that the agency has been Noah’s Ark was rated the 16th of World Executive Creative Director of the agency instrumental to the phenomenal growth leading Independent Agencies in association

MARKETINGEDGE / DECEMBER/JANUARY 2021 109 FOREIGNPROFILES NEWS with Campaign Magazine, London. The Alaba is a registered practitioner in strong’​in his career, family, health; and to agency occupies the 16thposition on Lurzer’s advertising (rpa) APCON, and his industry positively influence a new generation of Archive Global Ad-Agency Ranking and in experience spans a wide range of products, business entrepreneurs and leaders in Nigeria, 2019while Lanre Adisa himself occupies the including FMCGs, Durables, Telecom, Banking Adelusi is a philanthropist per excellence who number 14th position on Lurzer’s Archive and Airline industries in Nigeria, West and always aspires to give back to the community Global Creative Leadership Ranking. Central African region. and his country at large from the abundance Talking about his dream for his agency in Alaba has a Post Graduate Diploma in of God’s blessings and favour that he enjoys. an exclusive interview with MARKETING EDGE Advertising and he is an Alumnus of LBS, Perhaps the widest window into recently, the Noah’s Ark boss declared, matter- Nigeria and Ashridge, UK. Femi’s revolutionary and adventurous of-factly, “I want to grow Noah’s Ark into an He is currently Executive Director mind is offered by this thought-provoking iconic brand”. Omnicom Media Group West & Central Africa and insightful comment credited to him, No doubt, the dream is getting actualized Region. “Best does not exist; there is no state of day by day! perfection. Current results and outcomes are transitionary… Everything can be improved upon passion”. FEMI ADELUSI OUTSTANDING ADAORA MEDIA ADHEKE PERSONALITY OF OUTSTANDING THE DECADE MEDIA PERSONALITY OF THE DECADE VICTOR JOHNSON ADVERTISING ICON OF THE DECADE r. Femi Adelusi is the Founder and Group Chief Executive Officer of Managing Consultant, Communications, MBrandEye|Mediaplus, a leading Marketing and Management full-service media planning, buying and daora Adheke is the Managing Director optimization agency based in Lagos. of Peacock Media Nigeria with over 20 The Agency provides strategic media Ayears experience across Advertising, advices and guidance to its clients which cut Media Strategy, Planning, Buying and Market ALABA across virtually all the sectors of the Nigerian Research. She has managed brands across FADERO economy to help deliver better advertising various local and multinational clients in OUTSTANDING campaign results for their brands. It combines Nigeria. MEDIA cutting-edge research tools, global expertise Her professional career spans All Seasons PERSONALITY OF and its 20/20 vision on each brand, with an Media/Zenith Optimedia – General Manager THE DECADE eye to develop winning creative and digital Strategy, Planning and Buying (2013 – 2016); communication strategies as well as effective Sharemind/Initiative Lagos – Media Director media buying solutions to build insightful and and Business Head (2004 – 2012), Sunrise innovative media plans; with a tremendous Advertising/D’Arcy – Research, Strategic keenness on building ever-improving Planning and Account Manager (2000 – 2004) marketing models. and Research International Nigeria – Research Under Femi’s visionary leadership, Manager (1995 -1999). BrandEye|Mediaplus uses the approach of Adaora is a member of the following laba Fadero is the Executive Director, better thinking which leads to better results, professional committees and associations: OMG WeCA. He has about 27 years’ and deliberately seeks campaign insights Media Independent Practitioners Association Aindustry experience with specialties which improve outcomes for its clients. Its of Nigeria (MIPAN- Chairperson Technical in Strategy, Media Buying & Implementation, Key Touchpoints are: Being Present in people’s Committee); Member Accreditation Procurement, Negotiations, Finance and lives (Via Media); Building associations Committee and Member Media Liaison Operations. and engagements (Via Digital); and being Committee 2015 – 2020; Member Pan Africa After his previous experience with Lowe Distinctive while building interactive images/ Media Research Organisation (PAMRO); Lintas affiliate in Nigeria, Alaba joined OMDN messages (Via Creatives). Member local Organising Committee (LOC) in 2000. He was seconded to Ghana to head Femi holds Bachelors and Masters for fieldwork and data analysis quality control mediaReach OMD Ghana operations in 2009 Degrees as well as an MBA – all from the on (AMPs/Diaries) in Nigeria; Chairperson and was also responsible for “other West & University of Benin.Before founding the PAMRO 2018 LOC Logistics & Protocol of all agency in 2015, he was at various times the Central Africa countries”. By dint of divine delegates to Nigeria PAMRO Conference Head, Media and Marketing Communications providence, hard work and commitment, he 2018; Member Advertising Media Association at Guinness Nigeria, Integrated Marketing grew the business and agency was no 1 in of South Africa (AMASA) 2008; Advertising Communications Manager at Coca-Cola terms of billing and reputation by 2012. Practitioners Council of Nigeria (APCON)- International, Director, Media Planning & He returned to Nigeria in 2013 as the Associate Member; Jury President Nigeria Strategy at MediaReach OMD, and Client Executive Director/Chief Operating Officer Cannes Young Lions Media Competition 2017; Services Manager at Tequila Nigeria Limited.A mediaReach OMD. Nigeria Cannes Young Lions Jury member self motivated man with a vision to ‘finish

110 MARKETINGEDGE / DECEMBER/JANUARY 2021 PROFILES

2010 – 2016; A Jury member for Loeries 2017 Media Innovation Creative Award in Durban, South Africa; Member Outdoor Big Ads Award Jury Panel – 2008 and Member Emerging Africa Leaders Academy (EALA) in Atlanta Georgia, USA. Some of the awards Adaora had been nominated and won include Women in Marketing Communication Awards (WIMCA) – Outstanding Female Media Independent Professional of the Year 2018; Best Female Brand Personality of the Year – Leadership Category (Gold Award for Leadership Innovation) by Nigeria Brand; Award 2017 (International Brand Award Nominees) – 2017; Most Distinguished Amazon of Media (Public relations) Sector in Nigeria for the year 2017 – Lagos City News and Nigeria Women In Media – Excellent Personality Award – 2012.

ROTIMI BANKOLE OUTSTANDING MEDIA PERSONALITY OF VICTOR ‘GBENGA AFOLABI THE DECADE OUTSTANDING EXPERIENTIAL MARKETING TUNJI PERSONALITY OF THE DECADE ADEYINKA r. Rotimi Bankole is a media and – marketing communications expert OUTSTANDING Mwith over 15 years experience across ictor Gbenga Afolabi is a passionate EXPERIENTIAL media, creative and content development, and visionary leader who has in the MARKETING public relations, events management and Vlast 20 years not only displayed and PERSONALITY brand activation. demonstrated an exceptional knack for OF He founded SBI Media in 2013 as a turning businesses around, but has also THE DECADE strategic media strategy and buying agency. sustainably birthed several business ventures SBI Media is a member of the Masscom Global with an unbroken chain of top and bottom Network, a group over 40 agencies across line growth across multi disciplinary industries. Asia, Middle East and Asia Pacific region. As A consummate venture capitalist, Victor detunji Adeyinka is the Group the West Africa strategic partner of Masscom has the innate ability to create energised Managing Director of The Republicom Global, SBI Media has expanded into event and consumer centric culture of continuous AGroup, a full-service agency group and activations with Streams Communications improvement, innovation and creative but with an inspired agenda to transform and Media Network as well as Octageo tailored strategies to ultimately position businesses in Africa by offering strategic Energy, an oil and gas marketing and sales companies to hit the competitive landscape business, marketing and communication company. running, ultimately growing market share solutions to meet their needs in a new digital As an agency group, SBI Media is among consistently whilst sustainably improving age. the top 7 largest media agencies in Nigeria bottom line profits. With people management He has worked on different brands with billions of Naira in annual billings. As a and talent development at the forefront of his in several sectors covering Technology, globally-focused group, the agency has built a core strategy Telecommunications, FMCG, Finance and strategic consortium of management partners Victor Gbenga Afolabi is the Chief Healthcare for over twenty eight years. across Canada, Turkey, Europe and Asia to Executive Officer of Hazon Holdings, a The Republicom Group provides services cooperate beyond borders. diversified business Holding Company and covering Communications, Consulting, SBI Media believes in leading and not the founder of Eko Innovation Center, an Technology and Strategy stopping with far effective and cost effective enterprise development Centre for startup Tunji’s work experience has covered the strategies, we have become the toast of and MSMEs, who deploy technology and agency business where he worked in MC&A the mobile phone, startup, technology and innovation in the area of Agriculture, Health Saatchi & Saatchi, Tequila Nigeria, Rosabel financial services industry clinching more Care, Market access, Renewable energy and and Connect Marketing Services. He also has than and 51% of market share in the mobile Fintech. some experience in telecommunications technology category. V’GA holds a bachelor of Pharmacy where he worked for seven years. With top heads in business strategy in the degree from ABU, Zaria, Master’s degree in Tunji has a Masters in International likes of Samuel Odusami who is the group Managerial Psychology from the University of Relations from University of Ife and an MBA head, strategy and research, Alison Oyome, a Ibadan, an MBA from Alliance Business School, from the IESE Business School, Spain. His first business media planning expert who also the Manchester University, UK, and an alumina of degree was obtained in English and History group Head Media planning, Adewale Adedeji, the Lagos Business School. from the University of Ilorin in 1989. the group CFO and Kayode Olowoyeye, He is an Acumen Partner and also a group BTL head, SBI Media is poised to build member of several Professional bodies and a next generation but sustainable marketing recipient of many awards. communications group in Africa and beyond.

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EMEKA in Communications, Management and OPARAH Leadership. OUTSTANDING At various times, he has been Public CORPORATE Relations Manager, Head of PR, Events COMMUNICATIONS & Sponsorships; Head of Corporate PERSONALITY OF Communications and, from 2011 till date, THE DECADE Director, Corporate Communications & CSR at Airtel Nigeria. Oparah is a social commentator and contributes frequently to national discourse through the social media and major national newspapers. He spends quality time meka Oparah has 29 years of consistent ORE FAMUREWA mentoring and coaching aspiring young communications practice spanning OUTSTANDING CORPORATE leaders as well as in pursuit of humanitarian journalism, advertising, public relations, COMMUNICATIONS PERSONALITY OF THE E causes. events, sponsorships and corporate social DECADE In his spare time, he works on the responsibility and public affairs. establishment of The Ethelbert Foundation, He is one of Nigeria’s leading experts in which is dedicated to the memories and crisis communication, leadership transition, rs. Oreoluwa Famurewa was legacies of his late father, Mr. Ethelbert change management and rebranding. He appointed on the 2nd September Oparah, creating awareness for Diabetes and is reputed for managing the ownership and 2019 as an Executive Director of Hypertension and supporting less privileged M management crisis, seven leadership changes FrieslandCampina WAMCO Nigeria PLC. children in Nigeria. and six brand name changes in one of the She is a seasoned professional vastly He enjoys reading, traveling, photography, leading telecommunications companies in dancing, hunting, football, tailoring, cycling experienced in Government Relations, Public Nigeria, now known as Airtel Nigeria. and cooking. and Regulatory Affairs and Over the past almost three decades, Communication with proven track Oparah has built up a broad and resourceful record spanning over 23 years within the network of contacts in the media, organisation. government, politics, and society at large Mrs. Famurewa holds a Bachelor of Arts with significant capacity, therefore, to teach, EMMANUEL Degree in History from the University of Lagos lead and lobby productively. He’s also built AGU and MBAs in Marketing a strong and inspirational personal brand OUTSTANDING MARKETING and Corporate Governance from Lagos worthy of emulation. As Vice President Corporate PERSONALITY OF State University and National Open University Communications & Corporate Social THE YEAR of Nigeria respectively. Responsibility at Airtel Nigeria, he leads She is a member of key professional the team that develops the strategies bodies including the Nigerian Institute of and executes various activities in the Public Relations (NIPR), Institute management of media relations, social media of Directors (IOD), National Institute of communications, consumer affairs, internal Marketing of Nigeria (NIMN) and Nutrition communications, government affairs and Society of Nigeria (NSN). social investments. mmanuel Agu is the Group Marketing She is an Associate member of Women Born November 29, 1966, to Mr. & Mrs. Director of JOTNA Nigeria Limited, a in Management, Business & Public Services Ethelbert Oparah in Mbaise, Imo State, he group of companies which comprises graduated BA (Hons.)top of his class in Mass E (WIMBIZ) and a Fellow of The La Casera Company Plc, a leading Communications of University of Nigeria, the WIMBOARD Institute, a WIMBIZ/ beverage company; Prima Corporation, a Nsukka, in 1990 and holds a post-graduate manufacturer of preforms and caps in West IE University, Madrid Executive Education Diploma in International Public Relations. Programme for Women on Before joining what was then Econet Africa; Engee Pet Mfg Co. which produces the Boards. She has attended several Wireless Nigeria in 2002, where he established most consistent quality or food grade bottle leadership courses in Nigeria and abroad at the Corporate Communications function, resins, and Gilon Group, a global distributor of the Lagos Business School, IMD, he had stints in Imo Newspapers Limited raw materials. Switzerland and IE Business School, (publishers of The Statesman, Sunday Since he got into the saddle as Marketing Madrid. Statesman and Statesman Extra); Patike Director of JOTNA, Emma has soldiered Mrs. Famurewa is a passionate business Communications (a Public Relations on with his marketing team despite all challenges. leader and a respectable woman of integrity Consulting firm) Candid Communications and Richland Communications (both A versed and vastly experienced who has pioneered Advertising Agencies) and Cadbury Nigeria, professional, the marketing whiz kid has several successful key projects in her one of Nigeria’s foremost Food and Beverages brought to bear his very deep knowledge career. She is listed in the Women World Manufacturing Company, where he worked and very diverse exposure to bear on the Compendium of 2002 as a for 8 years as Media Relations Manager. management of an array of brands, including prominent Nigerian woman and has A member of the International Public La Casera Apple drink, Smoov Chapman, won awards including Outstanding Female Relations Association (IPRA); International Bold Bitter Lemon, Nirvana Range of Water Corporate Communications Association of Business Communicators (Premium Table Water, Soda Water and Tonic Professional of the year in the FMCG (IABC); Nigerian Institute of Public Relations Water), just as he has led his team of talented category at the Women in Marketing and (NIPR) and Advertising Practitioners Council marketers to develop and build iconic brands of Nigeria (APCON), he has attended Communications Conference and deliver high growth plans against key numerous courses locally and internationally and Award (WIMCA) 2019. priorities.

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Before joining JOTNA in 2018, Emma had Nnochiri also served in various positions, the board of Caring friends foundation (NGO started his career at Guinness Nigeria Plc, a including Regional Head of Category for children with special needs) and on the subsidiary of Diageo Company as a Graduate catering to the African market, Head of advisory board of Irede Foundation amongst Management Trainee –Marketing in 2002 Marketing PZCC and also Marketing Manager others. and he rose through the ranks to become Households & Medicaments. Tolulope Adedeji holds a Bachelor of Science degree in Business Administration the Marketing Manager –Lager (Harp & He has worked on global, regional and from Babcock University, a Master of Satzenbrau) & Malt (Malta Guinness Classic national brands like Dulux, Imperial Leather, Business Administration from Obafemi and Low Sugar) brands in 2011. Premier, Morning-Fresh, Carex, Camel, Awolowo University and a Master of Science He later moved to Nigerian Breweries Calypso, MTN, and more. in International Management from the Plc, a subsidiary of the Heineken Company Charles Nnochiri is highly passionate University of Liverpool, UK. in 2013 as a Marketing Manager –Lager about growing brands through people and (Gulder& Life Continental Beer) and Stout believes that everyone has a creative side (Legend Extra Stout) brands. that is waiting to be unlocked with the right Agu left the Heineken Company as guidance; he has made it his mission to make CHUDE the Portfolio Manager –Mainstream Lager everyone see life from the prism of a brand JIDEONWO (Goldberg, Life, 33, & More) & Stout (Legend, owner as this guarantees fulfillment for all INNOVATIVE Turbo King & Williams) in 2018 before joining stakeholders. LEADERSHIP IN JOTNA Nigeria Limited as its Group Marketing An Alumnus of the Cornell University PR AND Director. USA, Westminster University UK, and the With almost two decades experience in prestigious LBS, Nnochiri had his Bachelor’s IMAGE consulting and FMCGs, he is a well rounded degree in Industrial Chemistry at the MANAGEMENT business and commercial leader with strong University of Ilorin, and Master of Business AWARD track records across brand communication/ Administration (MBA) at the same institution. experiential strategies, portfolio profitability, insight generation that has delivered strong ROI on cutting-edge innovations, and high hude Jideonwo is a creative wizkid who performing team leadership. TOLULOPE has broken many barriers and records. He Skilled in regional communication and ADEDEJI Cbelongs to a generation of uncommon local insight generation to deliver strong OUTSTANDING Nigerians blazing the trail at a relatively young brand growth, Agu has vast experience in MARKETING age. cause marketing with a broad knowledge PERSONALITY OF An author, Lawyer, entrepreneur, inspirational youth leader, Jideonwo has about the Nigerian/African consumer space, THE YEAR their habits and attitudes towards brands. been a source of inspiration to many young He is a strong marketing communication Nigerians. Jideonwo began his career as a TV professional with a Master of Science presenter on the Nigerian Television Authority, (M.Sc.) focused in Media and Marketing NTA in 2000 at the age of 15. He then worked Communication from School of Media and olulope Adedeji, Marketing Director of as a researcher with Celebrating Jesus (MBI) Communication, Pan-Atlantic University. International Breweries Plc, has extensive and Inside Out with Agatha, a TV show Agu is a Fellow of the National Institute of experience in building brands and produced by Agatha Amata. It was on the Marketing of Nigeria(FNIMN), a Fellow of the T set of the award-winning show that he met businesses from scratch to market leadership; Institute of Management Consultants (FIMC), she has built over 15 brands across Africa. Adebola Williams with whom he later co- and an Ashridge Alumnus. This Marketing Amazon leads the founded Red Africa. marketing teams in Nigeria and AB Inbev Jideonwo has written and edited more brands in Ghana. Some of the iconic brands than 15 publications within and outside under her leadership include Budweiser, the country. He joined the defunct NEXT Trophy, Hero, Club beer and Beta Malt, and Newspapers, as Copy Editor in July 2009, the CHARLES has worked on various brands including youngest in that position, from where he NNOCHIRI Always, Pampers, Ariel, Gillette and Oral became a member of the paper’s editorial OUTSTANDING B in Nigeria, navigating them through a board. MARKETING challenging macro-economic recession era. He ran a column, “Sons and Daughters”, PERSONALITY OF She kick-started her career in Finance for three years in the Sunday edition of The Guardian (Nigeria), profiling children of the rich THE YEAR before venturing into the world of Marketing and had served in various capacities through and famous. her over 15years of work experience. She In May 2012, Jideonwo was appointed the was first Brand and Commercial Leader and youngest member of the awards committee later Brand /Commercial Associate Director at for the Ford Foundation Jubilee Transparency Procter & Gamble in Nigeria and Ethiopia. She Award and in July was appointed into the led the startup of P&G brands in Ethiopia. British Council’s Steering Group for its Creative harles Nnochiri, Head of Trade Besides being a Marketing Director, Industries Expo. Marketing, PZ Cussons Consumer, has a Member of the Chartered Institute of In February 2013, both Jideonwo and an outstanding record of over 17 years Marketing (MCIM), Tolulope Adedeji is also an Williams were named in Forbes 30 Under 30: C Africa’s Best Young Entrepreneurs. spanning different FMCG sectors including Author; she authored a fiction book centered Jideonwo was selected as a 2017 Alcoholic Beverages, Branded Bottled on self-confidence titled Smart Sindara. She has an endearing passion for Children Greenberg Fellow at Yale University, New Water, Home Care, Personal Care and Dairy Haven, Connecticut. categories. Literacy, Female Empowerment and Youth Development; in this regard, She established In May 2014, his collection of essays, Formerly the Brand Director Business & a social enterprise¬¬- Mrsceonaija . She is on rhetorically titled “Are We the Turning Point Strategy Unit, DDB Lagos for three years, Mr. generation” was launched in Lagos, Nigeria.

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Published by Farafina, it has toured Lagos, Amaechi Okobi also believes in building chartered stockbroker and member of the Abuja, Johannesburg, London, Paris and New brand longevity and relevance by ensuring Nigerian Institute of Marketing, Charles is York. that brands are truly connected to the widely travelled and has attended several In March 2018, he was selected alongside consumers. He has pointed out the death of trainings both locally and internationally. 17 other young leaders from all over Africa for the 2018 Tutu Leadership Programme. several hitherto powerful brands that conjured After spending almost two decades strong heritage in the past. building media platforms that influence He holds a degree in Marketing society, he founded Joy Inc, a teaching and from George Washington University, media company – registered as a benefit Washington, DC and is a past President of OGECHUKWU corporation, with its profits invested in selected Toastmasters International Club, a speech and charities – mainstreaming the research and VICTOR communication club with branches around evidence on human flourishing to transform UDEAGHA the culture and build a new generation of the world. OUTSTANDING Africans focused on the greatest happiness for CORPORATE the greatest many. COMMUNICATIONS Products of the revolutionary startup PERSONALITY include The Joy Masterclass, The Joy Congress, CHARLES OF THE YEAR Joy: The Podcast, The Joy Clubs, The Joy Store AIGBE and The Daily Vulnerable. OUTSTANDING In year 2011, Jideonwo was the youngest CORPORATE journalist ever to interview a sitting Nigerian president; securing a sit-down with Dr. COMMUNICATIONS ge Udeagha holds a Master of Science Goodluck Ebele Jonathan. PERSONALITY Degree in Media and Communications Chude Jideonwo attended K. Kotun OF THE YEAR Ofrom the Pan African University, Memorial Primary School, Adebola Baptist Lagos, and a Bachelor of Arts Degree in Mass High School and the Mayflower School, Ikenne, Communications from the University of Ogun State. He studied Law at the University Nigeria, Nsukka. of Lagos, emerging as the Best Student in Land He is currently the Manager, Media and Law. Thereafter, he was called to the Nigerian harles Aigbe started his career in Bar in November 2007. He has a Master’s in the investment banking end of the Communications for ExxonMobil Upstream Media and Communication at the Pan-African Nigerian financial industry with the affiliates in Nigeria – Mobil Producing C Nigeria Unlimited (MPN), Esso Exploration University, Lagos. defunct Kapital Merchant Bank before moving into broadcasting when he joined DBN and Production Nigeria Limited (EEPNL) and Esso Exploration and Production Television in the mid-1990s. (offshore East) Limited. In this role, he is He left as News Controller/Business Editor responsible for formulating and managing in late 2001 to take up an appointment with various communications strategies, plans the United Bank for Africa (UBA) in January and activities to support ExxonMobil’s 2002 as the divisional Head Marketing and business operations in Nigeria. These include Corporate Relations at United Bank for management advisory, crisis communications, Africa Plc (UBA) between January 2002 and issues management, local and international January 2015, he supervised and coordinated media management, advertising, brand the entire marketing communications and management, internal communications, corporate relations function within the executive communications etc. UBA Group (Nigeria, 18 countries in Africa, Prior to joining ExxonMobil in January London, Paris & New York). He had supervisory 2015, Oge worked at First Bank Nigeria responsibility for the bank’s CSR initiatives Limited in various roles including Head, AMAECHI OKOBI through UBA Foundation. He was responsible Brand Management andHead Stakeholder OUTSTANDING CORPORATE for the bank’s corporate communications Management. Highpoints of his FirstBank COMMUNICATIONS PERSONALITY (external and internal). He drove the merger career include designing and implementing OF THE YEAR and post-merger communications for a re-branding project for the bank across over the entire UBA Group. He developed and 700 branches in Nigeria, and establishing maechi Okobi is a marketing and managed the banks relationships with the FirstBank brand in six countries – Ghana, communications professional with external stakeholders i.e. Publishers, investors, Congo DRC, Senegal, Sierra Leone, Guinea Aover 20 years marketing experience regulators, etc., and was responsible for web and The Gambia. Oge also previously worked as Head, having worked in companies such as Revlon, management and e-media. Communications at Dangote Cement Plc and Nigerian Breweries, Globacom, and Guinness. Charles is the present Divisional Head, Zoom Mobile (Reltel), among others. Amaechi is currently the Group Head, Brand & Communications, Fidelity Bank He is a member of several professional Corporate Communications and External PLC. He is responsible for all of the bank’s associations and social clubs including Affairs at Access Bank Plc where he and corporate communications (external and his team are charged with managing the the Nigeria Institute of Public Relations, internal) overseeing the brand management Advertising Practitioners Council of Nigeria perception of the Access Bank brand. He also and marketing communications function; and Ikoyi Club. re-echoes the use of relevant engagement developing and managing the bank’s major He is married and blessed with children. platforms for brands as consumers’ needs stakeholder relationships; and overseeing its and consumption patterns are beginning to travels and protocols. change. An alumnus of the University of Jos, a

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BRIDGET OYEFESO-ODUSAMI OUTSTANDING CORPORATE COMMUNICATIONS PERSONALITY OF THE YEAR

strategic growth and corporate image development .Most of the bank’s product development, brand building, marketing and integrated marketing communications efforts attest to some of her in- puts.She is reputed to have made some significant contributions to the growth, development and continuing evolution of the Nigerian marketing communications businness. It is on record that Bridget Oyefeso- Odusami is a passionate, detailed, Marketing and Corporate Communications expert; er career trajectory, till date, very experienced Sponsorship specialist and brilliantly reflects the immortal Corporate Marketing strategist always with words of two distinguished historical H a passionate desire to proffer solutions, align figures – Lou Holtz who stated that “Ability is processes in her areas of expertise and on a what you are capable of doing; Motivation broader brand management scope. determines what you do; while Attitude Before rising to this position in January, JUDE ODIA determines how well you do it”; and Jamie last year, she had held, in the same bank, Dimon who admonished thus, “Have a fierce OUTSTANDING MEDIA such positions as Acting Head, Marketing and resolve in everything you do; Demonstrate PERSONALITY OF THE YEAR Communications (July 2018-January, 2019), determination, resiliency, and tenacity; Do not and Corporate Investment Banking Marketing let temporary setbacks become permanent Manager (May 2017-July, 2018). excuses; Use mistakes and problems as In those positions, this corporate opportunities to get better – not for reasons communications and brand management to quit”. ude Odia is the Managing Director of Amazon has led (and is leading) her team to Bridget Oyefeso-Odusami, MCIM, ANIPR, build long term brand equity and financial Starcom Media Perspectives. He is an FNIMN, LLAWOMEN is the Head, Marketing success for her bank by: Developing and astute IMC strategist with 360-degree and Communications at Stanbic IBTC Bank. J driving the execution of the brand’s corporate work experience across client and agency She deservedly emerged winner in the reputation, CSI and all business units’ divides and exposed to best-in-class Outstanding Corporate Communications marketing and communications startegies in Personality of the Year category at the brand management, strategy and media alignment with Stanbic IBTC Holdings PLC’s recently held MARKETING EDGE Marketing operational models from leading global strategies. and Advertising Awards of Excellence. media networks. Additionally, Bridget, as she is simply While commenting on her emergence Jude has championed & co-ordinated called, guides the internal and external as winner in that category, the MARKETING reputation management of the bank; and winning integrated media campaigns for EDGE Awards Board stated, among provides in-country thought leadership on multinational clients like P&G, Coca-Cola, other things, that her nomination and marketing and communications. MTN, VISA, Samsung, Mondelez, etc, working subsequent emergence as MARKETING Before berthing at Stanbic IBTC, Oyefeso- EDGE OUTSTANDING CORPORATE with regional account management teams Odusami was, for six years and seven months COMMUNICATIONS PERSONALITY OF THE across West Africa. (between November, 2010 and May, 2017, YEAR was a product of painstaking review He led the Starcom team that locally to be specific), the Head of Sponsorship and and assessment of the Nigerian marketing, operationalised SMG connection planning Events at FirstBank of Nigeria, FBN. advertising and brand management In that capacity, she saw to the framework HX, the first successful attempt environment,as well as her versatility improvement of the bank’s overall strategy in West Africa. This effort and many others and inspiring growth in the Corporate for sponsorship and events, including delivery helped in positioning Starcom Nigeria as the Communications sector where she has of events within or under approved budgets; outstandingly distinguished herself for go-to operational hub for the network across while ensuring delivery of contractual over a decade and half.The board stated the region. commitments. that amongst all other individuals and With great passion for industry Earlier, she had worked as an Executive personalities considered, she stood head over upliftment, Jude has facilitated in various Director at Change-A-Life; and, for nine long shoulders in the crowd. years, held various marketing and sponsorship professional fora locally and globally. He Concluding, the Board commented that positions at British Airways. was one of Nigeria’s top IMC professionals “Bridget Oyefeso-Odusami’s great strides at With a Bachelor of Science degree in invited to the 2018 EMEA Emerging Executive Stanbic IBTC Bank, which have resulted in Botany from Lagos State University, LASU, summit organised by Google at its global good and great outcomes with impressive and a PGD in Business Administration from results for the bank’s stakeholders are HQ in California, USA in September, 2018. He the University of Leicester, Bridget Oyefeso- testimonies to her renowned intellectual believes that brain-power and knowledge Odusami is a member of several professional and proffesional pedigree.These have been sharing are critical in achieving a better bodies, including but not limited to the largely manifested in the bank’s high equity National Institute of Marketing of Nigeria, world. rating and a major paradigm shift in image NIMN and the Nigerian Institute of Public management.She has equally impacted Relations, NIPR. positively and proactively in the bank’s

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RONAN REDMOND Prior to joining TVC Communications, OUTSTANDING MEDIA Ronan had his own successful commercial PERSONALITY OF THE YEAR media consultancy advising media and entertainment clients on how best to develop new and incremental revenue lines. The environment and he continues to try and business had a select corporate client base expand multi - channel advertising solutions with a combined turnover of €200M. Before for all clients. establishing his own consultancy, Ronan set Ronan is passionate about trying to up Sky Media Ireland where he was Managing grow the advertising sector in Nigeria and Director for seven years and grew revenues to he is a regular contributor to the debate on over €100M. the best ways forward for the Media and Before switching to the media owner side Entertainment sector here and across Africa. of the business, Ronan worked for advertising He is an International leader in the Media n his nearly four years in Lagos, working and media agencies Ogilvy & Mather and and Entertainment sector. He has worked in in Media and Entertainment, Ronan Mindshare in London, planning and buying commercial media leadership roles for some Redmondhas helped transform the pan-European advertising campaigns for I of the biggest Global names in media and clients such as Ford Motor Company and commercial fortunes of TVC Communications. entertainment including: Ogilvy & Mather, He has made the business far more Guinness. Mindshare, Sky, and TV3 (now Virgin Media). accessible to advertisers and agencies Ronan has an MBA from Dublin City His career has taken him across Europe and alike by introducing flexible trading and University and holds BA Honors degree in Africa: from Dublin, London, Prague and now pricing policies reflective of the economic Economics from the National University of to Lagos. Ireland.

r. Dozie Okafor got in the saddle as Managing Nigeria (then), he worked on brands such as Ovaltine, Director of PHD Nigeria, a leading media Hennessy, PZ Cussons, Ariston, Apple and SC Johnson. Mbuying agency in the country and a member Before PHD, he had (for two years between 2009 of the multinational Omnicom Media Group in June, and 2011), worked at rival media buying agency, 2017. MediaReachOMD Nigeria and OMD Ghana across Until his latest appointment, Dozie, as he is fondly numerous brands including Vodafone, Guinness, GSK, called, was with Coca Cola Nigeria. While there, he Distell, SC Johnson, StanbicIBTC, Beiersdorf, amongst served as the IMC lead for Coca-Cola Nigeria, West others. He left OMD as Deputy Manager, Planning. Africa Business Unit where he managed Regional The budding company executive studied Electrical Integrated Marketing Communication and media/ Engineering at the University of Nigeria, Nsukka, where assets Development. he graduated in 2005. He is also an alumnus of the DOZIE OKAFOR A career advertising media planning and buying Lagos Business School. OUTSTANDING MEDIA executive, Okafor had earlier worked in PHD Nigeria Since he got in the saddle as as Managing Director PERSONALITY OF THE YEAR as the pioneer Head of Media Strategy and Planning of PHD Nigeria, he has reinforced the agency’s success for five years between 2011 and February, 2016 when very strongly. he moved to the soft drinks giant. While at PHD

huka Obi, Executive Creative Director of Insight he was named the most outstanding staff of the year. Publicis, a leading advertising agency in Nigeria, Chuka has worked on several award-winning ad Cis a man with vast knowledge. campaigns for Unilever, Fidelity Bank, FCMB, P&G, In February 2019, Chuka worked with Burna McVitie’s, Wrigleys, MTN “Wonder Women” Mother’s Boy for the first time, as Executive Creative Director Day ad, the MTN “Together In Love” ad and the MTN on his first STAR shoot after he became their brand “Blind Bride” ad and the famous MTN Saka “I Don Port” ambassador. Earlier this year, he partnered with Bolaji copy which he wrote after joining DDB Lagos as the Alausa, Executive Creative Director at Noah’s Ark, to Company’s Creativity Manager in 2010; his works work on the comic book and album cover for Burna garnered several local and international recognition, Boy’s ‘Twice As Tall’ Album. which propelled his agency to win 9 awards at the In reference to over a decade of experience, his 2010 edition of LAIF Awards. In 2013, he was elevated works cut across various fields including Copywriting, to the position of Associate Creativity Director at DDB CHUKA OBI Art Direction, Illustration and Music & Sound Design Lagos. In 2015, he was appointed Creative Director OUTSTANDING across several leading brands, before venturing into and in 2016 he was promoted again as Executive CREATIVE Advertising in 2008; he has worked extensively on Creative Director of the agency. PERSONALITY OF THE building brands like MTN, Fidelity Bank, Mouka, Knorr, Chuka Obi has a Bachelor of Science (BSc) degree YEAR Royco, Lipton, Guinness, Malta Guinness, GTAssur/AXA from Nnamdi Azikiwe University, Anambra State, and Mansard, Wrigley’s, Oando, P&G, Interswitch, Verve, an Advanced Diploma in Concepting & Integrated Quickteller, Golden Penny, Wakanow, Johnnie Walker, Concepting from the Miami Ad School. Pepsi, Star, Heineken, Maggi and many more; in 2009,

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

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

CLEMENT OMEMU Throughout his Rosabel Leo Burnett OUTSTANDING ADVERTISING career, spanning almost two decades, he PERSONALITY OF THE YEAR was responsible for much of the agency’s creative, brand-building and award-winning advertising. lement Omemu is currently the CEO/ Recently (up until February 2016) as the Chief Creative Officer and Founder of Executive Director and acting Managing BRAND SOUL, and also the Executive Director of Rosabel Leo Burnett, he played C an integral role in pitches, landing more than Creative Director of Firebrands

118 MARKETINGEDGE / DECEMBER/JANUARY 2021 PROFILES a dozen of the accounts that resided in the which is set up to create a system Donor with 5 international convention credits agency. that aids, promotes and projects the He is the General Secretary of He went on to establish a brand innovations, skills and services of the January9Collective, a social political non- development CONSULTANCY with a group of governmental organisation with global African entrepreneur. He is determined presence, the immediate past social secretary friends called Black Sea. He was the pioneer to create a working ecosystem for African of Experimental Marketers Association of Chief Consultant until 2018 when he decided entrepreneurs. Nigeria; member, Project Management to create his own brand consultancy outfit Mr. Fagade is an indigene of Ibadan, Institute USA, Event Marketing Institute UK called Brand Soul to fit his ideal vision of Oyo State and is happily married with and Institute of Promotional Marketing UK Lini, as fondly called, has a strong passion a 360-degree digital brand development kids. business. for creativity and entertainment and he’s married to Morenike and they are blessed He is an active judge, portfolio reviewer, with three lovely children. panelist, speaker, and mentor. He is also a creative consultant to young and upcoming advertising agencies in Lagos. ABIODUN His current pro bono work is “Children RICHARD Should Be Children”, an Initiative to stop Child OSHINIBOSI Abuse and Girl- Child marriage. OUTSTANDING EXPERIENTIAL MARKETING PERSONALITY OF THE YEAR

he Project Marshal and CEO of ABELINIS LIMITED, a Project Intelligent Company Tin Lagos, Nigeria. He holds a Masters certificate in Six Sigma from Villanova University, USA and also a PMI Certificate as a Project Management Professional. He is a 1998 HND graduate of Mathematics and Statistics from the Polytechnic, Ibadan. Biodun has over 19 years experience in the marketing world and he is privileged aligning strategic objectives with project delivery on world class brands like MTN, Guinness, Nestle (Maggi, Milo, and Golden ABISOYE FAGADE Morn), British American Tobacco (Rothmas, TOLULOPE MEDEBEM OUTSTANDING EXPERIENTIAL St.Moritz, Pallmall, Benson & Hedges), GSK OUTSTANDING EXPERIENTIAL MARKETING PERSONALITY (Ribena& Lucozade) and Coca-Cola. MARKETING PERSONALITY OF THE YEAR He resigned as the General Manger OF THE YEAR of IDCL, an integrated marketing communication company after meritoriously olulope, one of Nigeria’s foremost bisoye Fagade Ayoyinka is the adding value as a key player for 7 years. He Experiential Marketing professionals, has the honour of being one of the pioneer Managing Director of Sodium also worked as an event coordinator at Laface T Inc and as a field project coordinator at females in this field, having honed her skills Group which comprises of several A Tequila Events before joining IDCL in 2004. He and expertise since inception of this new companies that cut across Integrated is the initiator of Project Shape2lead –A Pan marketing concept. Marketing Communications, including African multi-dimensional concept designed With almost two decades of experience Media, FMCG, Hospitality and oil & gas to influence, entertain, educate and celebrate spanning Experiential Marketing, Event industries. excellence whilst positively enhancing mind Management, and Brand Management & transformation. He is the executive producer Marketing, she has been instrumental in He is a seasoned entrepreneur with of Fanz Championship Africa, a football driven over 18 years of experience in both the TV game show where football lovers and fans achieving many successful campaigns on public and private sector. Serving in this race against their knowledge of the game, behalf of big ticket clients. capacity, he has led top brands across witz and speed. The initiative has empowered Tolulope currently owns and runs Aster the country over the years. These brands over 2000 youths and blessed 3 communities Integrated Marketing Limited (AIML), a through her rewards and community project marketing communications and experiential include De-united food industries LTD scheme. marketing agency where, as Lead, she is (Indomie), Starcomms LTD, MTN Nigeria Abiodun is a 1989 RYLA Alumnus, responsible for ensuring the development and SoulComm before setting up The member of interact club of Okota High of bespoke experiential marketing solutions Sodium Group of companies in 2009. School, Ogba Grammar School before joining for a combination of private and public Rotary Club of Omole Golden on 25th of As a fellow of the Prestigious Stanford sector clients. Asters’ clientele includes January 2013. He has served meritoriously Business School (Stanford Seed),his as member of core committees at club British Council, Nokia (HMD Global), Sunking passion for youth entrepreneurship, and district level and he is the immediate (Greenlight Projects), FlyFix (Erel Worldwide) nation building and philanthropy past president of the club and the District and so many more. birthed the Abisoye Fagade Foundation RYLA Chair for 2019/20. Abiodun Richard Tolulope, until recently, co-owned Oshiinibosi is a Rotary Foundation Major Eventplus Integrated Marketing Limited and

MARKETINGEDGE / DECEMBER/JANUARY 2021 119 FOREIGNPROFILES NEWS her career experience spans several top notch TOKUNBOH Experiential/ Through the Line Agencies such as Brand Footprint Communication, FKG2 GEORGE- (Troyka Group) and Miss Commonwealth TAYLOR Organisation. On client’s side, she also served OUTSTANDING as Consumer Development and Marketing PR PERSONALITY Manager, Dansa Foods Limited, a subsidiary of OF THE YEAR Dangote Group. Through the course of her career, she has worked on various accounts, including MTN, Nigerian Breweries Plc, Multichoice, M-Net & Supersports, Miss Commonwealth (Nigeria & International), V-Mobile and Zain s Managing Director of Hill+Knowlton (now Airtel), Proctor & Gamble (P&G), British Strategies Nigeria, Tokunboh George- American Tobacco (BAT), First Inland Bank, ATaylor draws upon over 25 years of Intercontinental Bank, Dansa Foods, and experience in public relations and corporate many other brands. communications to guide the office in Early on in her career, she had a stint in providing strategic insight and counsel to broadcasting working with AIT, M- Net New clients. She is well versed in the business Directions and UNFPA, Klink Studios and so operating landscape in Nigeria. Her areas many more. of specialisation include Public Relations, Tolulope obtained her first degree in Community Relations, Advertising, Branding

Dramatic Arts from the Obafemi Awolowo and Marketing in the Telecoms, Information CAROLINE OGHUMA OUTSTANDING University, Ile- Ife, Nigeria. She is a fellow Technology, Finance, Education, Energy, Oil & of the Chartered Institute of Management Gas Sector. She is experienced in Governance PR PERSONALITY OF THE YEAR consultants, Certified with the Charted and Compliance, CSR Strategy and innovation Institute of Marketing (UK), Advertising Development. Practitioners Council of Nigeria (APCON), Before joining H+K Strategies, Tokunboh aroline’s passion for communication Nigerian Institute of Management (NIMN) as spent over 14 years at Integrated Energy would play an important role in well as other sectoral / industry associations. Group Oando Plc. in Lagos where she was Cher choice of study and career as a She has also attended many development a part of the Group Leadership Council, Communications professional. For close to programmes in diverse areas. heading up the Corporate Services, Corporate two decades, she has been instrumental She is a 2014 cohort graduate of China communications/CSR divisions along the way. in shaping the reputation of organizations, European International Business School In 2011, she became the Director of Oando bridging the gap between businesses and (CEIBS) / WELA Programme. She was one of Foundation, establishing the foundation in communities through communications 500 women selected to pioneer the EDC/ Nigeria, US and UK as well as developing its and CSR, effectively managing stakeholders framework and partnerships. Whilst at Oando Cherie Blair Foundation Road to Women’s in different industries and managing crisis Plc., she led the communications team for Business Growth programme in 2016. during turbulent times. local and international fund raising and the In 2018, she became a facilitator for LSETF Prior to her joining the business, Caroline listing on the Johannesburg Stock Exchange. after undergoing trainings with LBS / Lagos began her career in MTN in 2002, then Before returning to work in Nigeria in 2001 State. She’s also a Unido/HP certified trainer, joined Stanbic IBTC as the Communications currently volunteering with Lagos State as Tokunboh was a Senior Account Manager Manager in 2008. She joined MultiChoice a facilitator for the RSW (ReadySetWork) in London with one of the UK’s leading Nigeria in 2014 as the PR Manager DStv, and programme. technology and consumer public relations as a self-professed ‘people person’, she has She was WIMCA’s Female Experiential agencies, handling the media campaigns for Marketing Professional of the year 2018 and in B2B clients in telecommunications. been instrumental to deepening convivial 2020, one of Top 50 women in Marketing and Tokunboh holds a Bachelor of Arts relationships between the organization and Communications. degree in Economics from the University of its various stakeholders. Social/Volunteer Initiatives – creator and Wisconsin, USA. Caroline is the Executive Head of presenter of BantzwithTee, a social initiative She is a member of the Nigerian Institute Corporate Affairs at MultiChoice Nigeria. She on Mental Wellbeing. BantzwithTee is a of Public Relations (NIPR), Chartered Institute also took a Strategic Business Management mental wellness podcast where everything of Public Relations (CIPR), Public Relations programme from the Metropolitan School relating to mental well-being is discussed. Association UK (PRCA) and Institute of of Business and Management and recently Nurture to Nature – Founder and Mentor. Directors (IOD). She is also a fellow of the concluded a Senior Management Programme Nurture to Nature is a Youth Enablement Africa Leadership Initiative-West Africa and at the Lagos Business School. She emerged Movement. a member of the Aspen Global Leadership PR Manager of the Year at the Brandcom Tolulope is a member of EXMAN Network. She is the Acting Chairman of the Awards in 2019. (Experiential Marketers Association of Nigeria) Oando Foundation, Board Member of Legacy where she served until recently as the first Office, Advisory Board Member of Terra female Vice President. Kulture & Studios Limited, Advisory Member Tolulope, who enjoys traveling, reading, of CSR-in-Action Advocacy, Member of the and listening to music, is happily married with Board of Governance for Greenwood House 3 beautiful ladies. School and Vice Chairperson of the Wiscar PR, Events and Marketing Committee.

120 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNPROFILES NEWS

beverages, FMCGs and dairy brands. From Senior Media Manager to Senior Group Head - Media Buying and Investment Management, now she has a front row seat as Assistant Director of Trade and Investment. If you ask this unassuming beauty, who graduated from the University of Jos and Ibadan the secret of her success, she will tell you her magic wand is the idea of being a market woman. The market woman in African parlance understands where and when to display her wares, her negotiation skills out of this world and she ensures that no matter what happens on any market day, she goes home profitable. This mantra has earned her DAYO ADEFILA MARIAN OGAZIECHI all her stripes and accolades. As Associate Director, Trade and OUTSTANDING DIGITAL OUTSTANDING YOUNG MEDIA Investments, she is responsible for the MARKETING PERSONALITY ADVERTISING PERSONALITY development of the trading arm of OF THE YEAR OF THE YEAR AMPLIFI. Marian is an integrated marketing professional and skillful negotiator, and if her ayo Adefila continues to be one of the arian Ogaziechi cut her teeth in work in managing media investments for leading marketing communications media when she joined Tajudeen world-class brands is anything to go by, she’s lights in this era whose experience Adepetu’s Consolidated Media D arguably one of the most experienced and in the last 2 decades has evolved from core M Associates in the production department and savvy women in the game today. traditional advertising to becoming one of then moved to media sales. An Alumni of the Prestigious London the pioneers of digital marketing in Nigeria. There she started her journey in Business School and Lagos Business A seasoned ad man who had successful integrated marketing communications and School, Marian has received additional top stints in various functions at LTC Advertising, broadcast media dealing with clients from grade education in business and financial Insight Communications, SO&U, and Vmobile different industries which improved her management that has enabled her bring her Nigeria, he has always believed in the power comprehension in media marketing and how mind to life causing remarkable growth on of consumer insights to lead the way to the peculiarities of each industry relates with her productivity and output. effective communication and innovation. the media, but more importantly how to According to her, “I believe less can be From 2011 to 2017, he was Co-Founder/ perfectly project them in the media. much more and that’s what I have been able CEO at renowned digital Agency, HotSauce While in the broadcast sector, her to achieve in Nigeria for these global brands. I Limited which he led to an unprecedented proficiency, dedication and passion took know how to get the job done.” hat-trick of Digital Agency of the Year awards her to the next level where she became the Her confidence and gusto maybe and eventually equity participation from brand manager for Televista and Villagesqaure infectious, but the results she has delivered global network, the Publicis Groupe. TV (Now Trybe TV) and one of the most over her ten years in the media and marketing In his role today as Head, Digital significant of her responsibility was to ensure sectors in Nigeria, put paid to any doubt that Marketing (Africa) at PZ Cussons Nigeria, he the channel is profitable. Without fail, she she was born to do this. pushes the mandate of digital transformation consistently surpassed the annual brand But this Imo State indigene isn’t just and works in the 3 business units; PZCN, PZ target for the channel, including ensuring about work and marketing; she finds her Wilmar and TEC leading and supporting maximum visibility for the brand. most fulfillments in helping people fulfill their teams to utilize best fit use of digital for the She went further up the ladder to become dreams, especially those without the ability sustainable success of the brands in their the channel manager for Trybe TV. At Trybe, to help themselves. From time to time under portfolios. Marian was not just managing a channel the aegis of her We SMILE Empowerment Always in pursuit of excellence and and ensuring its profitability, she was also Foundation, she reaches out to orphanages, knowledge, Dayo Adefila is a Fellow of the commissioning and acquiring new shows and and the girl child with special needs. This Institute of Strategic Management, Nigeria attracting more audiences to the channel. outreach didn’t just start recently; it goes back (ISMN) and Member of the National Institute In 2014, she left the broadcast sector of to when she was a teenager and a legionary of Marketing. He has served as pioneer digital the media industry to join Carat Media as a in the Catholic Church. She hopes that in marketing faculty at Orange Academy, faculty media manager; this further broadened her the future she would be able to make real member at Simon Page Business School, perspective and, at Carat, she honed her changes in her home state and indeed across examiner at Advertising Practitioners Council skills in strategic media buying, investment country. of Nigeria (APCON) and many others locally management and negotiations for Procter Doyenne circle is also another initiative and internationally. and Gamble Nigeria. where she mentors younger women on He is an alumnus of the Senior By the time she joined the Media fuse self- empowerment and self confidence in a Management Program, Lagos Business Dentsu group in 2016, she had become male-centric industry. School, and has a Bachelor of Science in well- grounded in media procurement Perhaps her passion will lead her in the Political Science from the University of Lagos, and sourcing. After joining the group, she path of politics, where she can bring the Akoka, Lagos, Nigeria. continued to rise by dint of hard work and accretion of her corporate acumen to bare Dayo continues to inspire and mentor innovation. Marian is a team player, and has towards the development of Imo State, Lagos up and coming ad practitioners as one of his led the commercial teams to various bids State and Nigeria in general. contributions to the growth of the industry. through competitive investment offerings for multi nationals in various categories such as

122 MARKETINGEDGE / DECEMBER/JANUARY 2021 THANK YOU TO OUR 2020 SPONSORS & PARTNERS FOREIGNBANKING NEWS& FINANCE Firstbank CEO honoured with membership of Bretton Woods Committee Augusto & Co. ranks GTBank 2020 Best digital bank in Nigeria

ased on the findings of a study carried out to determine customers’ satisfaction by Augusto & Co., a Bresearch and credit rating agency, Guaranty Trust Bank (GTB) was named best digital bank in Nigeria for the year 2020. From the study which examined top 10 commercial banks, selected based on the value of their total assets at the end of 2019 and analysed responses from selected individuals in the informal and formal aspect of the economy, GTBank ranked top with the score of 74.2. Senior Analyst, Financial Institutions ollowing his invitation and Bretton Woods Committee. Especially Ratings, Agusto & Co, Mrs Mariam Dabiri acceptance, the Chief Executive at this time when the role played by highlighted the importance of the agency Officer of First Bank of Nigeria business and political leaders is critical in providing vital information to banks FLimited, Dr Adesola Adeduntan, has to exploring efficient ways of deepening concerning customers’ satisfaction. been appointed into the Bretton Woods collaboration and inclusion across borders, “As a research and credit rating agency, Committee (BWC) as a member. whilst mitigating the adverse effects of the we seek to provide banks with credible Specifically, Dr. Adeduntan’s coronavirus on not just the global economy appointment is in recognition of his but on other aspects of the livelihood of information on how best services can be outstanding leadership traits and the impact every individual and household.” improved upon for customers. We believe of FirstBank in driving financial inclusion in He concluded: “I look forward to findings from this Index will provide Nigeria and, by extension, Africa. working with other members of The good insights and suggestions to enhance Dr Adeduntan, who expressed profound Bretton Woods Committee, as we continue customer experience. gratitude over his invitation and acceptance, to build on the successes achieved over the “Generally, we believe that there is affirmed FirstBank’s commitment to the years. With these, we will make the world a a need for more dedicated investments goals of the BWC. better place.” “On behalf of the Board, Management, Established in 1983, the Breton Woods in customer service and relationship and Staff of FirstBank, I’m deeply honoured Committee is committed to creating management to support the growing traffic to be recognised as a member of The more awareness for the World Bank, across digital banking channels,” she said. Bretton Woods Committee. International Monetary Fund, World Trade “In addition, as a contributor, FirstBank Organization, and other major development remains committed to the goals of the banks.

124 MARKETINGEDGE / DECEMBER/JANUARY 2021 BANKING & FINANCE

FirstBank promotes Financial Inclusion amongst Children with KidsFirst and MeFirst Accounts

irst Bank of Nigeria Limited, Nigeria’s and electronic payment activities early in premier and leading financial life, which is expedient in today’s digital inclusion services provider has age. Parents and guardians of the child are Fannounced its variant account products granted access to track and control the – KidsFirst and MeFirst – created to spend pattern. encourage the right savings culture among Speaking on the accounts, Gbenga children from 0 – 17 years. The offerings Shobo, FirstBank’s Deputy Managing have relevant enhancements, including Director said, “we are delighted with appropriate parental guidance and financial the role we play in promoting financial discipline for children as they grow into literacy amongst children and teenagers adulthood. Both accounts can be opened in the country. Our KidsFirst and MeFirst with zero balance and operated with a accounts are designed to ensure that minimum balance of N100.00. parents and guardians are able to have their KidsFirst Account is designed for wards exposed to the right savings culture children between the ages of 0 and 12 years responsibility and cashless payment as they and financial discipline as they evolve to to sensitise them on how exciting saving develop into young adults. They have access adulthood.” can be. The account comes with a trendy to attractive and trendy pre-paid cards “With these accounts, parents are able gift item for the child when the account is through which parents/guardians can credit to save and strengthen their preparedness opened with a minimum of N10,000.00. weekly/monthly allowance and monetary for various financial obligations of their The account is automatically transited to gifts. MeFirst account holders can select children like paying for school fees as they MeFirst account when the child is 13 years from 5 exciting card design options that progress with their academic pursuit which old. suites their trendy style. is pivotal to securing the future of the MeFirst account, on the other hand, The MeFirst cards are enabled to pay children. MeFirst and KidsFirst accounts is designed for teenagers between for micro online shopping as desired – are essential gifts from parents to their the ages of 13 and 17. This account is mobile games, apple music, Spotify and children”. created in recognition of the need to help local POS transactions as well. Teens are teenagers embrace the culture of financial thereby exposed to the cashless culture

UBA deepens digital services for its customers

nited Bank for Africa (UBA) Plc, transactions with ease from the comfort of Micro, Small and Medium Scale Enterprises the Leading Pan-African bank their homes. (MSMEs). with presence in 20 African “Our retail footprint cuts across 20 “At UBA, we recognise that SMEs are Ucountries, said it has deepened its digital African countries, where we serve over 20 important to economic growth, therefore retail products and services by providing million customers through well researched our various offerings for MSMEs are ATM, cards and POS services to its over 20 platforms including over 20,000 POS as positioned to support them in this regard.” million customers. well as 3,000 ATMs deployed across the Some of the digital products include UBA’s Head of Retail Liabilities, Ogechi continent. UBA mobile banking, USSD, internet Altraide, at a virtual international media “We have well over 10 million active banking and LEO – UBA’s virtual assistant. parley recently, said the services promote cards, while our very active and highly Altraide said that already, over 50,000 the bank’s Customer First policy. applauded Mobile App and USSD platforms people have benefited from the facility, She stated that UBA was prepared serve several millions of subscribers every adding that customers can access up to N5 ahead of the COVID-19 pandemic second,” Altraide noted. million in minutes. and had rolled out some products that She added that the bank offers both enabled customers to carry out their daily financial and non-financial services to

MARKETINGEDGE / DECEMBER/JANUARY 2021 125 FOREIGNBANKING NEWS& FINANCE

tanbic IBTC Holdings PLC, a Stanbic IBTC 6th member of Standard Bank Group, has continued in its promise to provide Ssupport for children living without limbs through its Together4ALimb initiative. Together4alimb walk Announcing the date for this year’s edition via its twitter page, the company said: “It’s been six years of walking holds virtually #Together4ALimb and we appreciate your unwavering love and commitment. On 14 November 2020, we will be walking virtually to raise awareness for children living with limb loss!” The initiative focuses on transforming the lives of indigent children suffering limb losses, either through accidents, mismanaged injuries or congenital issues/ birth defects. Such children are offered prostheses and educational trust funds by Stanbic IBTC, effectively addressing both their health and education needs. In addition to providing prosthetic limbs, the bank also provides educational funding to those faced with physical disabilities. The initiative, now in its sixth year, is Stanbic’s flagship CSI initiative, through which it provides prosthetic limbs to children from underserved communities suffering from limb loss. The 2019 edition, held in November last year, was flagged off by Yinka Sanni, Chief Executive, Stanbic IBTC Holdings PLC. The Together4ALimb scheme has provided prosthetics for 30 beneficiaries. All recipients under the scheme will have their prosthetic limbs replaced annually until they are 18.

FirstBank offers Glo customers 5X value on ATM recharge

igeria’s premier bank and leading The 5x value recharge is an offering Financial Inclusion Services from Glo, Nigeria’s foremost telco, through provider, First Bank Nigeria Plc, is its package – Glo Amebo. It’s a package that Ngiving its customers and Glo subscribers a allows subscribers to call all networks for reason to smile. a long time using the 555Recharge Pin#. FirstBank is offering Glo subscribers five Before now, the offer was only available on times the value of recharge done on their Glo network and e-top up channels. various Automated Teller Machines (ATM). The latest offer is a good reason for Glo The exciting information is on the subscribers to enjoy being an “Amebo’ even LinkedIn page of the leading financial on the platform of Nigeria’s No 1 Financial institution. institution.

126 MARKETINGEDGE / DECEMBER/JANUARY 2021

FOREIGNIT & TELECOMS NEWS Facebook to launch brand new features for ‘Whatsapp Business’ to aid MSMEs

NCC approves MTN and 9mobile Roaming Service Trial

n February 2014, Facebook purchased services available,” Facebook announced. he Nigerian Communications the messaging service WhatsApp for “Today, all businesses using our API Commission (NCC) has granted $19 billion, and WhatsApp Business was are using either an on-premise solution or MTN and 9mobile permission to Ibuilt later to aid small businesses. leverage a solutions provider, both of which Ttrial a national roaming service. After years of free service, Facebook require costly servers to maintain. With this According to NCC, the roaming will now be charging businesses that use change, businesses will be able to choose service will allow a mobile subscriber Whatsapp for Business. to use Facebook’s own secure hosting “to automatically make and receive voice Brands, both large and small will infrastructure for free, which helps remove calls, send and receive data, or access now be able to sell directly to consumers a costly item for every company that other services when travelling outside through Whatsapp. Shoppers will be wants to use the WhatsApp Business API, the coverage of a particular network able to make purchases and receive order including our business service providers, geographical area by utilising the network confirmations directly in Whatsapp chats and will help them all save money.” coverage of other networks”. with the introduction of Facebook’s Hosting Costs and charging “The approval requires 9mobile and Services. This will allow businesses to host Till date, Whatsapp Business has been a MTN to configure and test their networks online assets and activity directly within free platform; to encourage early adoption towards simulation for customer experience Whatsapp. . and usage. With these new features, it is and it covers a few local governments, With Whatsapp having over 50 million expected that Facebook would move to a designated as the National Roaming businesses and over 175 million people paid model. geographic area, in Ondo State.” using the app every day, this news is Facebook said:”What we’ve heard Executive Vice Chairman of NCC, Umar massive for the industry. over the past couple years is how the Danbatta said that “the primary objective The new features include: conversational nature of business messaging Shopping ‘In-chat’ is really valuable to people. So in the future of the National Roaming Service trial is to Whatsapp is already used by companies we may look at ways to update how we encourage network resource sharing among to communicate with their customers; this charge businesses that better reflect how it’s operators”. can be seen with Facebook’s announcement used. As always, it’s free for people to send a This will lead to operational in July adding Whatsapp QR codes and business a message.” expenditure (OPEX) optimisation and catalogue sharing. ‘Buy’ buttons will be an Currently, there are no specifications on capital expenditure (CAPEX) efficiencies option for businesses, which will enable which services Facebook will start charging capable of freeing up resources to expand purchases through Whatsapp itself. for or how much they would cost. mobile network coverage to unserved “We also want to make it easier for “We will charge business customers and underserved communities across the businesses to integrate these features into for some of the services we offer, which country. The measure is also expected to their existing commerce and customer will help WhatsApp continue building a lead to improved quality of service delivery solutions,” Facebook said. business of our own while we provide and to subscribers.” Facebook explained “This will help expand free end-to-end encrypted text, “The successful implementation of the many small businesses who have been most video and voice calling for more than two trial will enable 9Mobile subscribers to impacted in this time.” Its clear Facebook billion people.” access MTN network service within the has businesses hit hard by the pandemic in The Facebook Company builds National Roaming trial geographical areas mind. technologies that give people the power without the need for an MTN SIM card.” Facebook Hosting Services to connect with friends and family, find “We’re sharing our plans now while communities and grow businesses. we work with our partners to make these

128 MARKETINGEDGE / DECEMBER/JANUARY 2021 IT & TELECOMS FinTechNGR appoints Access Bank director as president

Netflix partners Realness for African content

aving launched its African original series last this year, Netflix, xecutive director of technology has been responsible for over N700 trillion American based global streaming and operations, Access Bank, Ade worth of transactions over the last 12 service, has signed a partnership deal with Bajomo, has been appointed the months. This trend is expected to continue H Realness Institute, projector and amplifier new President of the FinTech Association even in a post-COVID-19 world. FinTech E of African stories, to launch an episodic of Nigeria; he previously served as vice offerings will be one of the key performance content development lab for writers in president of the association for two years. drivers for the Nigerian banking sector South Africa, Kenya, and Nigeria. The announcement was made during post-COVID-19. Channels for entries will be opened for FinTechNGR’s virtual Annual General He explained that new innovative writers with film and TV experience from Meeting. solutions will be introduced in the payment the fictional and/or factual sectors in any Bajomo expressed his gratitude to sector. The key drivers of these innovative language on November 30. Six writers will the outgoing president, Dr Segun Aina solutions, according to him, will include – make the final cut and work on Netflix’s and the governing committee, saying “for contactless payments, biometric solutions projects, for which they will be paid $2,000 the remarkable accomplishments during for financial inclusion and the acceptance of per month from June to September 2021. the last two years. This appointment is a Blockchain technology as a viable payment Mehret Mandefro, Director of responsibility that I take very seriously and option; hinting that the CBN is already Development and Partnerships at Realness I am humbled by your vote of confidence. exploring Blockchain adoption for the Institute, described it as: “A response to With your help, I believe we can position financial sector. the dramatically changing broadcasting Nigeria as a leading market for global As Executive Director of Technology ecosystem which has a very important FinTech Innovation and Investment.” and Operations, Access Bank, Bajomo has role to play in building a thriving media The newly appointed president has led Access Bank’s digital transformation, ecosystem in local markets and providing promised to ensure the FinTech Association by overseeing the Bank’s use of advanced episodic creators with distribution of Nigeria works collaboratively as a team analytics, cloud computing, artificial opportunities.” to position Nigeria and ultimately, Africa, intelligence, machine learning and robotics “We all share a love for storytelling and as a force to be reckoned with in the process automation to sustain banking and Netflix’s writer-centric approach is very global community. Adding that “Nigeria improve customer experience. much in line with our ethos,” Elias Ribeiro, has all the human resources it needs to be Access Bank also received the highest co-founder and creative director at Realness competitive in the global marketplace and level of sustainability certification under the Institute added. this administration will strive to accelerate Sustainability Standards and Certification the growth of the industry and help create Initiative (SSCI) which was presented job opportunities and wealth.” during the World Development Finance Bajomo, during an interview on Forum (WDDF) in Karlsruhe, Germany. Arise TV’s ‘Arise Xchange’ stated “The possibilities are endless for a sector that

MARKETINGEDGE / DECEMBER/JANUARY 2021 129 FOREIGNIT & TELECOMS NEWS Orange introduces cross-border network to cover 8 African countries

100 Gbit/s) and a 99.99% availability rate, “Development of access to digital Djibola prides itself to be the first to offer technology is a key challenge for Africa and complete security in West Africa. I would like to congratulate our teams in all Orange aims to ensure that Africans’ the countries for their remarkable work that demand for quality, consistent and coherent has enabled the Djoliba project to come to connectivity is met. Djoliba covers the fruition,” he stated. capitals of Nigeria, Burkina Faso, Côte Jérôme Barré, CEO Orange Wholesale d’Ivoire, Ghana, Guinea, Liberia, Mali, and & International Networks, sees the Senegal. Its maintenance and operation will introduction of Djoliba as the evidence of be in Dakar, Senegal. Orange’s place of pride in the international In his statement, Chief Executive environment and stressed on its benefits to Officer (CEO) of Orange Middle East and West Africans. Africa, Alioune Ndiaye, projected the effort In his words: “With Djoliba, Orange and commitment of Orange to ensuring the is once again confirming its expertise and betterment of Africans and commended leadership in the deployment and operation members of staff that worked on the Djoliba of international terrestrial and undersea range, one of the leading telecom project. networks. Consequently, all the operators, companies with presence in 8 “Orange is actively contributing to the companies, and institutions in West Africa African countries, has announced development of undersea and terrestrial now benefit from seamless connectivity the commissioning and commercial launch O infrastructure to facilitate the African that is open to the whole world; thanks of a cross-border network, Djoliba. The continent’s digital transformation, by to a single customer point of contact and initiative was introduced at the ongoing investing 1 billion euros each year. With unparalleled service availability.” Djoliba press conference, and the first pan- Djoliba, local populations will be able to Orange is a French Telecommunication African Virtual AfricaTech Festival. access healthcare or educational services company, it boasts of over 120 million With more than 10,000 km of terrestrial more easily, as well as the applications customers in 18 African countries. fibre optic network, 10,000 km of undersea offered by cloud computing. cables, high-speed Internet access (up to

9mobile unveils Crazy Ember Deals with 99% discount

mobile,a leading telephony company In September, the company launched “Recharge N1,000 and get up to 99% in Nigeria has launched an ambitious, the 9mobile National Mega Million Promo discount to purchase available products on bold and robust End of the year sales which was programmed to last for 90 days https://lnkd.in/dAqmuk9 . It’s time to buy 9promo campaign with juicy offerings for its (Till the end of November), with 90 lucky the new iPhone_12 and PlayStation_5 for teeming subscribers. customers winning 1 million naira, and 48 N9k only!,” the tweet concluded. The campaign tagged “Crazy Ember smart phones every day. Deals” offers Nigerians the opportunity Chief Executive Officer, 9mobile, Mr. to receive discount codes of up to 99% to Alan Sinfield, commenting on the promo, buy products across varying categories said: “We are delighted that the promo has including fashion, electronics, beauty, enriched the lives of our customers and drinks, devices, and more. Nigerians and will still impact more people The Telecoms giant made the before the end of November. We have made announcement via their social media sure that everyone is covered from new to platform: “This EMBER season, we are existing customers, including customers excited to announce the launch of the who have not used their lines for some time; biggest and the craziest discount deals there is something exciting for everyone.” on a variety of lifestyle products. These With the ‘Crazy Ember Deals’, customers products are made available through stand the chance to win discount codes by strategic partnerships with retail brands simply recharging up to N1000, and more like PayPorte, Samsung, Eat n Go, Binwa discount codes on multiple recharges for Beauty, Diageo and many others.” the next 28 days.

130 MARKETINGEDGE / DECEMBER/JANUARY 2021 CSR Why Airtel Touching Lives won MARKETING EDGE Innovative CSR Leadership Award

platforms to liberate and empower the offers support/empowerment to identified underprivileged, disadvantaged and hard to beneficiaries after relevant due diligence reach persons in Nigeria. and verification exercises. A statement by the Publisher/Chief What’s more, with a vision to become Executive Officer of MARKETING EDGE Nigeria’s most loved brand, Airtel’s concept Publication Ltd, Mr. John Ajayi, stated that, of social responsibility is not limited to the nomination and subsequent emergence a concern with welfare schemes, charity of AIRTEL TOUCHING LIVES as work, or the occasional support for Health, MARKETING EDGE INNOVATIVE CSR Education, Security/Emergency, Sports, t was glitz, glamour and elegance at LEADERSHIP AWARDEE was a product and the Arts. The company is positioned the MARKETING EDGE Awards of painstaking review and assessment of as an integral part of the country, which Night as distinguished Integrated Corporate Social Responsibility initiatives must be socially responsible at all times in IMarketing Communications (IMC) and in Nigeria. all its dealings, maintaining high ethical media practitioners recently converged at “It is on record that AIRTEL standards and compliance with the rules D’Podium International Event Centre on TOUCHING LIVES, now in its fifth season and regulations in its methods and practices the highbrow Aromire Avenue, Ikeja, Lagos. has, right from its debut, been highly of doing business. As expected, the MARKETING EDGE innovative in its package and delivery and, Among the Airtel Nigeria Corporate night of excellence saw brands, corporates has also been so impactful and has gained Social Responsibility Programmes include and personalities in the IMC industry cart so much traction with the Nigerian people Airtel Touching Lives, Adopt-a-School away awards for performing creditably in and communities. It keeps promoting Program, Employee Volunteer Scheme, various categories. Airtel Nigeria couldn’t the spirit of giving, self-sacrifice and love Christmas Charity Campaign, tagged “Five have been left out because the main among Nigerians in a unique way,” he said. Days of Love”, Partnership with Nigeria competitive advantage of being a purpose- So far, Airtel has touched the lives of Police and Airtel Rising Stars, among many driven brand is the gradual transformation over 2 million Nigerians who were directly others. of a firm into a catalyst for system-level or indirectly plagued with varying forms of Suffice to say that there is no more change. afflictions ranging from health challenges deserving cause for Airtel Touching Lives Airtel Touching Lives is an inspiring to financial woes. The beneficiaries of the to win the MARKETING EDGE Innovative corporate social responsibility initiative Airtel Touching Lives initiative are carefully CSR Leadership Award 2020 than the designed to offer practical relief, succour, selected from a pool of nominations by foregoing account. hope, opportunities and credible members of the public. Airtel, thereafter,

Zenera partners CSR-in-Action to promote inclusivity and gender equality

eading PR agency, Zenera Consulting, Whilst the extractive industries hold is partnering CSR-in-Action, a promises for host communities’ progress, non-governmental organisation, at they pose more risk than opportunity for Lthis year’s Sustainability in the Extractive women and girls, especially during this Industries (SITEI) Conference. COVID-19 pandemic, with increased risk According to the organisers, the for gender-based violence and World Bank conference is an annual workshop statistics pegging the percentage of women organised by CSR-in-Action to promote who have suffered gender-based violence at However, our primary target population gender equality, inclusivity and advocacy a conservative one out of five. are marginalized groups in the extractive on gender-based violence against women “For this reason, we intend to tactfully communities (access, host and impacted), especially during the Covid-19 global question and reverse norms that have particularly women and the young, and pandemic. The conference, themed: culturally and systematically hampered the digitization of today’s world helps us to Inclusive Communities, Inspired Women’, women’s progress, with especial focus on effectively reach all of Africa. holds virtually on November 17th-18th, equity, inclusion, justice and gender-based CSR-in-Action Consulting is an 2020. violence in host communities in Africa.” African-focused consultancy reputed for On the choice of gender inclusivity and The SITEI initiative focuses on delivering long-term value to corporate equality as a policy focus for this year’s stakeholders in the oil and gas and mining entities through pioneering and bespoke conference, CSR-in-Action said: “The focus value chain, comprising host communities, sustainability strategies, networking, of this year’s conference is on the challenges businesses, civil society organizations, performance management, ethics infusion faced by women in the extractive industries. government/regulators and the media. and corporate character development.

MARKETINGEDGE / DECEMBER/JANUARY 2021 131 FOREIGNAUTO NEWS NEWS

Hyundai wins 2020 Design Award in style

yundai Motor Company, one of the leading automobile automotive publications in the world. companies, has been awarded the 2020 Car Design At the presentation of the award to Hyundai Company, the Award in the “Concept Cars” category for its jury commended “Prophecy” for its aerodynamic, natural shape “Prophecy” concept EV which was introduced earlier inspired by streamlined sedans of the 1920s and 1930s which is this year. combined with a series of technical innovations to arrive at this HTraditionally, the Car Design Awards is an event which regularly great innovation. takes place in Italy since 1984, and one of the industry’s most Hyundai, with its new development, has presented a unique coveted prize ceremonies aimed at celebrating and marking turning automobile brand to the world instead of copying others or making points in the future of transportation design. The new innovation it a usual conventionally powered car. has been praised by international jury made up of representatives According to the company’s Senior Vice President and Head and some of the world’s most famous automotive magazines who of Hyundai Global Design Centre, SangYup Lee, the “Prophecy” guarantee its competence and authoritativeness. concept EV happened as an inspiration. Appropriately, Huyndai named concept EV came in first in the “It has been a real pleasure working on this project, and we are “Concept” category of the 2020 Car Design Awards. “Prophecy” delighted to win this prestigious Car Design Award for ‘Prophecy’. is notable for the way it combines Hyundai’s sensuous sportiness When we develop our concept cars, we look everywhere for design identity with optimistic futurism, which aims to bring a new inspiration, whether it’s the fashion or mobility industry. form of emotional connection between humans and automobiles. “With ‘Prophecy’, we tried to create a really positive optimism The 2020 award was Organised by Auto & Design magazine, for the future based on very simplistic single curve forms that but for the first time held online due to the present situation due to are memorable of eras of aerodynamic and streamlined cars but the COVID-19 outbreak. The awards are assigned by international projected into the future,” said Lee. judges made up of representatives of some of the most prestigious

132 MARKETINGEDGE / DECEMBER/JANUARY 2021 APPOINTMENTS

terms of relationship agreement dated 17 June 2019, between the Company, Bharti Airtel, Airtel Africa Mauritius Limited, the majority shareholder, and an indirect subsidiary of Bharti Airtel, and Bharti Telecom. Ms. Bayer Rosmarin will replace Arthur Lang, who stepped down as a non- executive director on the same day. Ms. Bayer Rosmarin is currently the CEO of Singtel Optus and Consumer Australia. She was previously with Commonwealth Bank of Australia, where she held several senior positions and varied portfolios, before being appointed as Group Executive of Institutional Banking and Markets. Commenting on the appointment, Chairman, Sunil Bharti Mittal said: “On behalf of the Board, I would like to thank Airtel appoints Kelly Bayer Rosmarin Arthur, who joined the Board in October 2018 and supported the company through as Non-Executive Director its IPO, for his significant contribution to the success of our strategy to build Airtel Africa into a market-leading mobile service irtel Africa Plc has announced note sent to the floor of the Nigerian Stock provider and wish him well for the future.” the appointment of Kelly Bayer Exchange and signed by Secretary, Airtel He added: “I am delighted that Kelly Rosmarin as a Non-Executive Africa Plc, Simon O’ Hara. has agreed to join the Airtel Africa Board ADirector (NED) with effect from 27 October The appointment of Ms. Bayer and we very much look forward to working 2020. Rosmarin is by the nomination of the closely with her.” The information was contained in a controlling shareholder, pursuant to the

MTN appoints Karl Toriola CEO Designate

he Management of MTN Nigeria Ferdinand Moolman, the current CEO. Communications Plc has announced Speaking on the appointment, Dr the appointment of Mr Karl Toriola Ernest Ndukwe OFR, Chairman of MTN Tas the CEO designate. Nigeria said: “After a thorough and rigorous This information is contained in a selection process, we are delighted to note sent to the floor of the Nigerian welcome Karl back to MTN Nigeria. Karl Stock Exchange on 26th October 2020 and Toriola is recognised throughout the signed by MTN Nigeria Plc Secretary, Uto industry as a highly experienced and well- Ukpanah. regarded business leader. Since joining the Group in 2006, Mr. “With his rich credentials, I am Toriola has also held a number of senior personally pleased that Mr. Karl Toriola is operational roles, including Chief Technical well-suited to lead MTN Nigeria’s Executive Officer of MTN Nigeria, CEO Of MTN Management team through the next stages Cameroon and MTN Group Operations of growth in the years ahead.” Executive. The current CEO of MTN Nigeria, Mr. Mr. Toriola, has at various times in Ferdinand Moolman, will exit this role with his career in MTN Group, had oversight effect from 19 March 2021 and assume a responsibility of 16 of the Group’s new role as MTN Group Chief Risk Officer. subsidiaries and served on various MTN He will remain on the Board of MTN boards, including MTN Nigeria. Nigeria in his new role as the MTN Group Mr. Karl Toriola’s appointment as CEO Chief Risk Officer. of MTN Communications Nigeria Plc is effective from 19 March 2021, providing enough time for an orderly handover by Mr.

MARKETINGEDGE / DECEMBER/JANUARY 2021 133 FOREIGNAVIATION NEWS OPINION THE STRATEGIC ROLE OF CORPORATE COMMUNICATIONS IN CEO POSITIONING By GODFREY ADEJUMOH

strategic communications. The the village square. The CEO must use the cabinet of soldiers for the job of effectively positioning tactical and operational dealings. Every time the CEO has to make the CEO rests squarely on the an appearance in the public sphere, it must be from the ground of corporate communications thought leadership. team. Do not reduce the reverence and the aura around your CEO Here are some things to to tactical operations. If the CEO must sit on a panel with other bear in mind to achieve the set thought leaders, you must profile them to ensure they are fellow goal: C-Level executives. Be deliberate to avoid making your CEO sit PROTECT YOUR CEO with non-peers. The only exception may be on the ground of One of the first principles mentorship to inspire and instil confidence in the next generation of managing the CEO and of leaders. CEO communications is to CREATE SPARK AROUND YOUR CEO What you make of understand that he cannot your CEO is solely in your hands as his strategic communications be part of everything in and business partner. You must be intentional to create spark around outside of the organisation. your CEO. Everything about him must amaze. The CEO messaging Where there are clearly defined in writing or speaking must be crafted to achieve the ‘wow effect’ rganisations channels of communications, of passion, enthusiasm and precision. Interestingly, it is not the exist for a not all messages should CEO’s job to develop or draft the messages, except where you are purpose. Every come from the desk of the fortunate to have someone who is either a writer or has a flair for organisation, CEO. No matter the pressure writing. Even with this scenario, as the strategic communications irrespective of you face from stakeholders business partner, you play a role in co-creating the messaging. The its size, seeks to achieve set as a member of the CEO implication is that, as the communications specialist, you must the vision and mission. In pursuit strategic communications basic understanding of trends, issues and research capability to Oof those objectives, there is management team, define the deliver a good message. However deep you need to go to achieve a leader, appointed to guide governance around the CEO your job, you owe yourself and your CEO, the task of delivering the team. He is strategically communications. messaging that makes the CEO a spark to the audience. positioned as the driver of the If the message is not CONNECT AND CREATE CAMARADERIE The CEO might corporate goal, the eye and strategic to the goals and have been described with words like a king in a game of chess and voice of the organisation. His purpose of the organisation, the biggest masquerade. Notwithstanding, it is your job as the actions or inactions will impact it is a no-go area for the CEO. strategic communications business partner to make your CEO positively or negatively on the Such communications should connect to the stakeholders as a friend, a leader with emotional organisation. In most cases, be routed through other intelligence that understands the need of the people, feels their pain the leader is the chief executive channels, not the CEO. If the and a mentor that inspires hope and confidence. Your message for officer (CEO). CEO is protected enough with the CEO must be positioned to create the right connections and The CEO’s role is both the proper and structured camaraderie with every audience. Understanding the audience is positional and strategic. governance around CEO key. This is the insight into what makes them unique; their passion, In helping the CEO to stay communications, messages interest, challenges, aspirations, values and needs. You must brief positive in the limelight of the from his desk will lead and and align the CEO with the right messaging, tone, flair and choice engagements with internal sustain the reverence built of words to create the right connections. In a nutshell profile every and external stakeholders, the around the office to achieve its audience to the CEO, make the CEO fit to the audience based on corporate communications purpose. the issues at hand and purpose to be achieved. Where the audience team needs to be both strategic POSITION YOUR CEO is in the mainstream, ensure that the CEO is grounded in the style and sensitive to the current The CEO is the king in a chess of conversation. Where the audience is youthful, make the CEO a happenings in the immediate game, the queen is an anthill, trendy fellow. And where the audience is a business community, the and distant environment. If the commander in the chief CEO must appear as a thought leader of class and impact. the CEO is well positioned and the head, face, and voice Get the point and make your CEO humane and not plastic like a king in a chess game, of the organisation. While the before the audience. Make your CEO dynamic, adaptive and a he commands respect and intent is not for discrimination, rounded personality of repute. Never allow your CEO to live out of reverence among stakeholders. the CEO, like the biggest the context of the reality we live, work and play in. The avenue to achieve this masquerade, cannot and should is both an art and science of not be part of every dance at Godfrey Adejumoh is a PR & Corporate Communications Strategist, based in Lagos.

134 MARKETINGEDGE / DECEMBER/JANUARY 2021

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