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Rewarding Brands & Advertising Excellence at a Time Like This 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 Culture wey rich That’s di Naija we love ! LOVE IT Download App and Stay Connected EDITORIAL 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
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