BrandiQ Magazine_December-January 2012 Edition

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EDITOR’S NOTE

Nigeria of Our Dreams

I

n October 2010, when Nigeria marked her 50th Anniversary as an independent nation, a sneaky-looking television anchorman asked a popular analyst and Chief Executive Officer (CEO) of a service company in the country, in a media chat: “If there is a nuclear cataclysm or a tsunami of an extraordinary proportion, and Nigeria happens to dissolve into oblivion today, what do you think the world would miss?” From the CEO’s facial expression, it was obvious that he was jolted by the presenter’s weird question.

Still pondering on how to tackle the unexpected poser thrown at him, the company executive revealed that he was awkwardly torn between two extremes. There was the pressing easy option to reel out popular facts about Nigeria’s oil that is massively fueling corruption in high places, huge population with reputation for bad governance, youthoriented cybercrimes made popular by advance-fee fraud - also referred to as 419, illegal immigration, biting poverty, maternal mortality, decaying public infrastructure.

The other option was is to project those

world-class, impactful, and constructive contributions of Nigerians, young and old, male and female, in several areas of human endeavours such as Information and Communication Technologies (ICTs), Sciences, Medicine, Entertainment, Arts and Culture, Finance, Education and Politics.

Every October, about 160 million Nigerians are provided with an opportunity to evaluate their existence and the country’s performance in the comity of nations. Each year, many ritually, would choose to harp and sell only those negative traits being exhibited by the few unpatriotic fellow citizens, and wittingly label the whole country with all sorts of misnomers.

But then, must all the undeniable positive traits and opportunities remain under the shadows of the vile things few Nigerians have continued to do either deliberately or otherwise to soil the image of the country in the eyes of the world? In this special edition, BrandiQ has decided to dig deep into the essence of 52year-old Brand Nigeria. It is a collector’s item you need to keep and digest. It is an invaluable material in nation brand management.

To complement this special edition, we are also taking a look into our crystal ball to visualize what is in store for marketing communications and branding in 2013. Towards the end of the year, the two most vibrant sectors from this giant stable, Public Relations and Advertising went through some revolutionary change of leadership. How would they consolidate and excel in 2013? This cover story will stretch your mind.

For those who have seen our previous edition, in line with our character, we have a star-studded line up of quality interviews for our highly cerebral readers. Idorenyen Enang’s interview is an invaluable material no industry player can afford to ignore. Our chats with Mike Awoyinfa and Tunde Kelani are intuitive experiences shared from the best creativity in Nigeria can offer. We always provide the global perspective as seen in the chat with the man spearheading the expansion of Megabrand Apple in Africa and Chief Operating Officer (COO) of Corgroup Rutger-Jan Van Spaandonk. It is an interview with a man with incisive knowledge of the African market.

Agbo Agbo, our columnist who does his work to perfection equally sent in a masterpiece with remarkable fluidity that answers the question, Can Nigeria be branded? You can only savour this special dish if your keep a date with our Column, PR Dimensions.

It might delight you to note that this edition is juicer, more exciting and better packaged. Let me use this medium to express our profound appreciation to all those who called, sent emails and text messages to express their sincere opinion about our maiden edition. But like Oliver Twist, let me ask for more. Kindly send your feedback on this edition to us as well. It will earnestly aid us in our relentless pursuit of excellence in this service. Best regards.

Usukuma Ntia

Readers’ Feedback Your entry was timely The timeliness of your publication will make positive impact on the industry. I am equally delighted that BrandiQ will cover the huge information gap in the marketing world. I especially like the focus on students in tertiary institutions. This partnership, no doubt, will fast-track and sustain the viability of players in the industry. You have, indeed, provided a solid platform where the best brand analysts and handlers can share their wealth of experience.

Mr. Deepak Singal, Managing Director, Dufil Foods

Keep up the good work We write to sincerely express our appreciation for the copies of your publication (BrandiQ) you sent to us. The Council, Management and Staff of Advertising Practitioners Council of Nigeria (APCON) appreciate the copies you sent to us and wish you success in all your endeavours.

Please, accept the assurances of the Council’s highest regards and relationship at all times.

Keep up the good work.

Alhaji Garba Bello Kankarofi, frpa, Registrar/ Chief Executive,APCON

Your publication is enriching and of immense value This is to acknowledge, with deep appreciation, the receipt of a complimentary copy of your publication- BrandiQ. The publication will definitely serve as a good addition to our library collection and our patrons will find them enriching and of immense value.

Thank you for the kind gesture.

Sunday Adenipekun, Head, FITC Research

Comments and enquiries should be directed to The Editor: Tel: +234 1 8037251638 or n.usukuma@brandiqng.com. BrandiQ Office: 12A Aba Johnson Street, Harmony Enclave, Adeniyi Jones, Ikeja, Lagos. Tel: +234 1 8028359098, +234 1 8023215535, info@brandiqng.com, www.brandiqng.com.

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CONTENTS

OUR TEAM Editor-In-Chief: Desmond Ekeh Deputy Editor-In-Chief: Agbo Agbo Editor: NtiaUsukuma Snr. Editorial Researcher Nathaniel Udoh Staff Writers: Adeshola Ogbodo Henry Otalor Biodun Obisesan Lukmon Oloyede Sub-Editor/ Consultant Gbenga Kayode Head, Visuals and Creative Aloaye Momoh Photo Editor Peter Bassey Contributors James Agama Azeez Adeosun Tomi Ogunlesi Ekene Odiari Editorial Advisory Board Dr. Phil Osagie Prof. Emevwo Biakolo Prof. Kwaku Atuahene-Gima Dr. Josef Bel-Molokwu Apostle Hayford Alile Mr. Idorenyen Enang Mr. Rafiu Ladipo Mr. Joko Okupe Head, Bus. & Marketing Martins Ogumah Mkg/ Subscription Executives Nike Moses Damilola Omitogun External Marketing Consultants 2CD Communications, 4 Bankole Crescent, Adeniyi Jones, Ikeja Tel: +234 1 8026266181 Head, Administration Yemisi Mbaka Logistic Executives Eno Anthony Zacharia Bonard IT Executive Mabel Tola-Winjobi Legal Adviser Emeka Anolefo & Co. Financial Consultant/Auditors Lorex Consulting: Ghana Bureau Chief/Office Valentine Onwuka, Plot 2, Mango Close, Adenta, Accra Tel: +233 246 905879, +233 264 325 915

COVER

Marketing Communictaions in Nigeria: BATTLEGROUNDS IN 2013

1

Editor’s Note

3-5

Guest Writer

6-7

PR Dimension

8-9

BRAND SCORECARD

10-16

NEWS

17-19

SPECIAL INTERVIEW

20-24

Industry FEATURES

25-28

Dialogue

29-42

Marcom Tutorials

54-69

Special Report

80-85

Entertainment Digest

86-87

Auto Page

USA Contact Office: BiQ, 3384 Omega Driver, Columbus OH. 43231, USA. Tel: +161 43169181.

Email: micbas2000@yahoo.com

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GUEST WRITER

Responsible Journalism: Taking the Lead

D

epending on the side of the fence you belong, leadership in journalism can be defined in different ways. However, taking the lead in responsible journalism is about integrity: the ability to do that which is right in the interest of the people – this is what the journalist is trained to serve.

RUFAI GBOLAGADE LADIPO, former Editor, Chicago Defender (US) and BiQ Editorial Board Member is a fellow of Advertising Practitioners Council of Nigeria (APCON) and Immediate Past President of the Association of Advertising Agencies of Nigeria (AAAN). He is the Chief Executive Officer of Scanad Nigeria, a multinational advertising agency, and member of the Scangroup, an African network of marketing communications agencies.

Going through the foremost Institute of Journalism nestled in the popular Breadfruit Street in Lagos, now a crowded hub of commercial activities, you were tutored on the knots and bolts of pure journalism designed to produce leaders of thought in this noble profession. Reporting then was fun. Rushing to meet deadlines of the nightly news or catching the by-lines of the next day newspaper was exciting; the newsroom was the place to be.

Then, nothing was created that did not originate from the pens of these verbal carpenters, who stood sentry as the great chroniclers of riveting moments and momentous milestones that made history.

The history of a people that was roused by firebrand faith to change the fate of their people from the peonage of servitude into the platitudes of delight brought about by exhilarating light of freedom at independence. These were the days of the real men and women; doughty fighters who are writers. These are rare breed of conscientious objectors to anything that carries the scent of evil, injustice or abuse or misuse of power.

They, the journalists of those halcyon days are content to confide in their strength and the power of the pens over guns, without boasting of it; they respected the strength of others, without fearing it. For this rare

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type of hardnosed journalists, compromise was no option. Harmful truth, to this breed of newshounds, was generously preferred to useful lies, sumptuously dished up on the eyeball-catching and tantalising potpourri of rank sensationalism and make-believe propaganda.

It just seemed like yesterday, the finest breed of journalism reigned supreme in the land, where the master craftsmen and women, whose nose-to-the-grindstone commitment to the cherished values of journalism, loved by the pros in the business and treasured right around the world.

A trip down the memory lane will reveal the mystical way journalism is tied to the umbilical cord of the history of Nigeria’s nation-building. Legends of Nigerian history, no mystery to many, who helped build and make this nation great were journalists of the finest fettle.

From the Grandmaster of flowery but pungent prose, the Great Zik of Africa, Founder, West Africa Pilot, to the Immortal Awo who deployed his Nigerian Tribune as a weapon of mass mobilisation to fight the colonial power to the finish, through late Anthony Enahoro; Ebenezer Williams; fruity-voiced and the man with the golden pen, Bisi Onabanjo, to the adroit politician and good humour merchant who used cutting-edge sword in the printed word to cut colonialism to size and for good measure, light up the lamp of liberty. And not left far-behind to follow the ‘tune- steps,’ of the Masters of the Game of penmanship are such unstoppable giants that emerged in the twilight of Nigeria’s self-rule en route the ultimate destination of independence, such as Sam Amuka Pemu, gladly embracing the unthinkable name as Sad Sam,

GUEST WRITER

our own Peter Pan, Peter Enahoro, a distinguished scion of the Enahoro dynasty, and younger brother to the great Anthony Enahoro, positive proof that responsible journalism and supreme craftsmanship of the pen, do run in some family.

That was an age in which the stock of damned good chroniclers of history in a hurry was rising in all the right places with the people, readers who aspire to be leaders, putting their trust in this well-knitted fraternity of writers. Or, who would not fall in love at first sight with the fact-is-sacred, opinionis-free engaging style of writers in the mould of ALLAH DEY (ALHAJI ALADE ODUNEWU), Ebenezer Williams, Peter Osugo and others in the master class of the immortals. Not far from the footsteps of these giants do we find next generations of doughty fighters and writers of worth such as the inimitable prose stylist and investigative journalist of the highest mettle, late Dele Giwa; the all-time classic scoop master, who later became the Governor of Ogun State in the nation’s recent history, Aremo Olusegun Osoba, the great prose stylist and philosopher king, Stanley Macebuh, and Lade Bonuola (Lad bone) the supreme craftsman of print journalism.

Along the stream of life has flowed into the horizon other cast czars of stars such as Bayo Onanuga of the The News and Nosa Igieboh’s Tell Band of freedom-writer-fighters who fought the tyranny of Abacha regime to a rousing standstill, securing victory from the jaws of defeat. Though tongue and tribe and style may differ, one band of brotherhood holds this uncommon people who share a common platform of journalism together: they are too professional to the core.

These men lived the truth of it all in their hearts, souls, minds and practice of journalism that make government tremble, alter the direction and substance of governance on the altar of truth well told and sold, initiate revolutionary agenda and pathways to ruling government and the society at large. No

one can forget in a hurry the charming and the flamboyant writer of the right mind, Dele Giwa of fragrant memory.

So What’s Going On? It could not have been for the fun of it that journalism and the practice of it has been elevated to the lofty height as the Fourth Estate of the Realm - well just a whisper away to the scared chamber, the Judiciary, the dreaded juggernaut, the Executive and

the honourable lawmaking power-house, the Legislature, that some with the sardonic sense of humour, has freely labelled the Legisla’thieves.

Today brigandage and pillage in government reign supreme, while a badly compromised Fourth Estate, looked up to as the saving grace and the fourth man in the furnace, seemed to have gone on holiday, safe for some whimper here and there, that cannot scare any politician, with the audacity of hope in stealing and robbing the nation of her richly endowed wealth in broad daylight. The sleep of reason breeds monsters. And a moribund nation deserves its own fair share of muckrakers. But this is the story of the past when thoroughbred journalists preferred to stand by the side of the truth and ensure that justice is done, even if heaven falls.

It’s just a crying shame that journalists that are expected to be the conscience and the saviours of the people have, in the main, joined forces with the oppressors of the people, indulging in blissful run of lies and lying.

So, what went wrong with us?

RESPONSIBLE, MY FOOT! This is not to be sneezed at. Because it is at the heart of what journalism has become. It

is even being made more toxic and venomous that journalism has from its humble print origin assumed multimedia dimension, with the New Media, starring the Web and other applications joining the ‘brand’ wagon and assuming all-conquering dimension.

In spite of the many laws and codes of conduct that seek to stand in their way of going overboard with news and stories, journalists say a thing they know is farther from the truth with the hope that if they keep on saying it long enough it will be true, a classic case of self-delusion.

While it may not be as bad as it looks, there is the need for inner introspection and self-audit to diagnose what ails the system that is now affecting the practitioners, one after the other.

LEADING THE CHARGE The unexamined life is not worth living. The truth about life is that even when you’re on the right track, you get run over if you remain in the same spot.

It is clear that all is not well with the state of affairs of the practice, science and art of journalism in Nigeria, that have discovered the illusory power of not the Almighty Dollars, but the awesome power which oil wields over the conscience of men in power, their consorts, and men out of the intoxicating power circle. Or have you not heard it being said that, power is the ultimate aphrodisiac, and when it comes to the issues of money, everyone is of the same denomination. Everyone, including some journalists, who used to be worshipped as conscientious gatekeepers and objectors to anything evil, can be bought. But to recreate a new society and be the harbinger of the change we love to see in the world, journalists must resolve to turn over a new leaf, a new chapter, a new page, inspired by the powers of old-time religion of the practice of journalism that helped in the making of the Nigerian nation, and creation of some legends that now occupy the pride of place in the nation’s Pantheon of heroes.

Every society is in desperate need of men BrandiQ 5

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and women of conscience who will tell it as it is, not minding the consequences that await them at the turn of the day. If we are to judge the practice of journalism as it stands today in the court of public opinion, even the cannons of the rules of conduct embraced by all journalists, it is crystal-clear that, safe for a few, all have sinned and come short of the glory of honourable journalism. Our print and electronic media were peopled by thoroughbred patriots, telltale parrots, gadflies, who gave a scare to any government or personages that failed to care for the welfare, general happiness, and progress of the people. With a few truly exceptional oases of genuine pen-patriots and the lighthouses of the brand-new world of untainted journalism we love, some of our reporters practising in Nigeria today are pen-prostitutes and money-changers.

FORWARD MARCH It’s about time to start setting new standards by returning to the old-time, age-old traditions and cherished values that have once endeared journalists and journalism to the best and brightest minds and the people who look up to journalists as the conscience of the nation. I have taken the liberty to encapsulate the sense and sensibility of these scared codes in 10 pillars that should help uphold the faithful to the end.

1. BE TRUTHFUL: The role of a writer is not to say what we all can say, but what we are unable to say.

2. FAIRNESS AND OBJECTIVITY: Rushing to press to publish or broadcast just one side

of the story, gives a jaundiced view, depriving the readers of fair and equitable assessment of the story on display. It takes quite a painstaking exercise, but could be made much easier by the new wave of modern multimedia gadgets and information communication technology that make connections easier, faster and smarter. And you’ll be handsomely rewarded with something of rare quality: complete picture that develops from your story which earns the respect of all.

3. RENEWAL: Great things are done by people who think great thoughts and then go out to the world to make their dreams come true. Do not sit in your comfort zone expecting miracles to happen in your professional life. You must seek for new-age professional training and arm yourself with new technological marvels that will help enhance your talents and training.

4. RESPECT YOURSELF: You are all you’ve got, so where is the wisdom in compromising yourself. Press on in Truth, Justice, and Equity like a knight in shining armour! A better fate awaits you if you can jolly well keep the faith!

5. BE A SHINING LIGHT: It’s always better to light the candle that curses the darkness.

During crisis or moments of insurgency, it is tempting to join the forces in glamorising violence or showing images of war-scarred humans and places in indecent exposure that may farther inflame passions and set the nation or community on fire! While it is good to tell the story like it is, greater restraint is required to keep the society on an even keel while there are raging storm of towering inferno.

6. MIND YOUR LANGUAGE AND IMAGES: For the love of good morals and the cultivation of the right civilised spirit, there should be a clan of language, of indecent nature that should not find expression or exposure in the media. This is same for images that are of salacious or pornographic nature.

Sex may sell, but the sight and images of crude or refined nudity of erotica nature that may lead many to temptation or help stimulate major sins for minors, who still entertain impressionable minds, should never gain access to the popular media.

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7. PROTECT YOUR SOURCE: Come what may, you should not squeal on your vital source of information, because it provides the sauce upon which the sweet uses of news are made. Once you compromise your source, this vital spring naturally dries up, and you have broken one of the cardinal rules, which make journalism tick.

8. UNITED WE STAND: A journalist should uphold the torch of unity which illuminates our path as a united nation. The reporter should at all times seek the best interest of the nation at heart and the common good of the nation at all times.

9. CARELESS TALK COSTS LIVES. Citizens of whatever stripes should never indulge in it, let alone journalists that are trained to be dispassionate about analysing events and auditing the moral fibre of the society.

YOUR COUNTRY NEEDS YOU: Whether it is the best of times, or the worst, it’s still the only you we have.

NOW THE LAST WORD! What is behind us and what lies before us are tiny matters compared to what lies within us. The real act of discovery is not in finding new lands, but in seeing with new eyes. The times are always right to do what is right. I implore you to join in the conversation and embark on the new surge of genuine patriots on a never-ending journey of discovery of how we can make great Nigeria greater still and help create a happier, better, safer, healthier, stronger and gentler nation where we can all be the best that we want to be. Anything else will not only be something less, and uncivilised, but would amount to great disservice and contempt for the memories of martyrs who were sacrificed on the altar of truth.

So, responsible journalism is the only way out, and this will be in our collective interest as we nurture a new set of leaders who will move the lovely profession of journalism to greater levels.

Mr. Rafiu Ladipo, CEO, SCANAD GROUP, is Editorial Board Member, BrandiQ Magazine.

AGBO AGBO PR DIMENSION

Can Nigeria Be Branded?

Agbo Agbo refreshes memory on three failed attempts of branding Nigeria and asks if it is possible to embark on another.

T

he name Nigeria means different things to different people. It is a country some love and others love to hate; it is an enigma to some and a business haven for others. It boasts of the largest market in Africa to some while to others it is awash with oil money and all the trappings, positive and negatives, that it attracts.

One of the greatest ironies of all times, however, is this: Why is a country so blessed with resourceful and intelligent people that make their mark elsewhere perceived in negative light outside our shores?

It’s nothing new, therefore, for nations to care about image, and Nigeria cannot be an exception. But the past fifteen years represent a turning point in the methods states use to manage their reputations. In many cases, governments now hire public relations firms and apply brand management theory—formerly the domain of corporate communications departments and business-school seminars. New metrics attempt to quantify the strength of national brands, and the field has seen a veritable explosion of literature on which branding techniques work and which don’t.

As I tap away on the keyboard of my laptop writing this piece, I know how difficult it is to positively write about this potentially great brand because, anywhere you turn, it is one lamentation or the other. The big question “consumers” of this “product” keep asking is: Can anything good come out of “consuming” this “product”? I believe something good can come out if we learn to do things right.

In its 2005 “Year in Ideas” issue, The New York Times listed nation branding among the year’s most notable ideas. The article featured British brand consultant Simon Anholt and summed up his position in this way: “Just as companies have learned to ‘live the brand,’ countries should consider their reputations carefully—because… in the interconnected world, that’s what statecraft is all about.” At first glance, this claim seems hardly revolutionary. Nationstates have historically used various forms of persuasion to advance their political, economic, and cultural agendas.

I am aware, and it’s even on record that branding efforts have branched out well beyond simple efforts at attracting tourism. Countries now hire firms to help them launch sophisticated branding campaigns aimed at luring foreign investment, facilitating trade, improving private-sector competitiveness, or even securing geopolitical influence. Amid the rush, however, questions are beginning to emerge about the ramifications of nation branding—not least the potential harm it could render if

countries assume they can whitewash bad policy with good public relations.

As many countries now work with communication consultants or PR firms, the specific kinds of guidance they seek depend greatly on the circumstances faced by the country in question. Peter van Ham, a branding expert at a Dutch think tank, highlights some examples in a 2001 Foreign Affairs article: “Hermes scarves and Beaujolais Nouveau evoke the French art de vivre; BMWs and Mercedes-Benzes drive with German efficiency and reliability.” A nation’s companies can then feed back into the country’s brand image, van Ham notes. “Microsoft and McDonald’s are among the most visible U.S. diplomats, just as Nokia is Finland’s envoy to the world.”

In an interview with CFR .org, van Ham, who also consults for The Hague, the European Union, and the North Atlantic Treaty Organization (NATO), notes the rise of another kind of brand marketing: “investment branding.” Countries promote their infrastructure, favourable tax structures, or other incentives in an effort to woo foreign investment. Some countries also promote their financial markets in an effort to increase their standing as a financial hub.

Other countries focus on Tourism promotion which has traditionally dominated nation-branding efforts among developing countries. Australia, which the Nation Brands Index recently cited as the country with the strongest brand, profited greatly by establishing an adventurous image

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PR DIMENSION

through international television shows and movies, perhaps most notably the 1986 film Crocodile Dundee.

So if others have done theirs successfully, how did we do ours and why was it not successful? Worried about the negative perception of Nigeria, the Olusegun Obasanjo government in 2004 launched an image project for the country which it called the Nigeria Image Project. The Minister of Information at the time of the launch, Chief Chukwuemeka Chikelu said the project would be informational and orientating in nature, and would involve both the media, advertising and public relations practitioners.

The project was renamed in 2005 by the new Minister of Information and National Orientation, Mr. Frank Nweke Jnr., as the Heart of Africa (HOA) project. Planned as an informational and orientational campaign, the HOA project received an initial

government contribution of 600 million Naira (about $3 million), with the expectation that the private sector would also contribute towards the project as part oftheir corporate social responsibility.

In 2009, Prof. Dora Akunyili, then Minister of Information and Communications, unveiled another rebranding campaign tagged: “Nigeria: Good People, Great Nation.” The main thrust, according to Akunyili, was to “entrench a culture of moral re-armament…

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at international airports, in trains, in shopping malls, and almost everywhere, every Nigerian is a marked person. We are pulled aside for questioning. We are seen as potential drug pushers or fraudsters. We are unfortunately denied the benefit of the doubt.”

The government was disappointed with the outcome of these three projects as it was met with criticism from Nigerians and brand analysts who felt the government is putting the cart before the horse. Reasons for the failure are not far to fetch: Nigeria has a highly bureaucratic government structure with large scale duplication of functions in several government ministries, departments and agencies connected with these projects. This makes coordination problematic, as several of these government departments all lay claim to being responsible for one or several aspects of the projects. There are countless “spokespersons” constantly releasing information to the media, such that it becomes difficult to have a central coordinating point. It is pertinent to point out that these “spokespersons” were not professionals, but civil servants who use civil service or bureaucratic language to try to convince international audience about Nigeria.

Although the principles of branding apply equally to countries as they do to products and services, the methods may differ.

Creating a branding program for a country demands an integration policy that most countries do not possess—the ability to act and speak in a coordinated and repetitive way about history, shared values, direction, etc., are the most motivating and differentiating step a country can take.

The successes of nation-branding projects depend on a number of factors—but most basically on the quality of the product the country is trying to sell. For instance, postYugoslav countries such as Slovenia and Croatia launched aggressive marketing campaigns following their respective secessions, emphasizing scenic venues and a definitive cultural break from Yugoslavia.

These campaigns proved successful and both countries emerged relatively quickly as tourist destinations.

While Slovenia and Croatia were success stories in branding, other countries like Switzerland, met limited success when it launched a campaign following a row in which Swiss banks were publicly accused of holding Nazi gold. The country worked with a branding firm, but eventually abandoned the effort as they could not change the perception that Swiss banks are seen as safe haven for looted or controversial funds.

Without doubt, image and reality go together. Positive image may be the consequence of positive reality. However, both must be carefully managed together to engender a positive change.

I believe what Nigeria needs now is country brand management, which is the conscious and proactive management of the values, behaviours and communications of all major and diverse expressions of the country, so that they reinforce and promote what the nation really stands for. Here, the leadership has a big role to play as they are the mirror people see. I suggest the establishment of a Brand Nigeria think-tank of eminent brand scholars, PR practitioners, academics, key government officials, organized private sector, and youth organizations to draft a brand strategy document that will direct policies and actions.

Today, the world is one market; the advancement of globalisation means that every country, city and region must compete with every other for its share of the world’s commercial, political, social and cultural transactions. In such an environment, as in any busy marketplace, brand image becomes a critical factor; the necessary shortcut to an informed buying decision. Nigeria cannot afford to be left behind.

BRAND SCORE CARD

First Bank Crowned Nigeria’s Bank of the Year in 2012

By Lukmon Oloyede It was a night of glamour and reward for excellence in the ballroom cost deposits,” it added. of the Intercontinental Park Lane Hotel, London, United Kingdom, The Banker acknowledged that while FirstBank has continued to as one of Nigeria’s leading financial institutions, First Bank Plc, bebuild its already large network of branches, its recent focus has been came the winner of the “Bank of the Year in Nigeria 2012” Award, on mini-branches, which are cheaper than full-service ones.

by The Banker magazine, a publication of the respected Financial “The results so far have been good, with FirstBank seeing its costTimes of London. to-income ratio fall from 67% in 2010 to 57% last year. There is no Folake Ani-Mumuney, FirstBank’s Head of Marketing and Corpodoubt that this will give the lender a solid platform as it attempts to rate Communications, received the award plaque from Paul Walreach returns on equity (ROE) target of 25%. It will probably come lace, Africa Editor of The Banker and Michael Buerk, a former CNN close to achieving that in 2012, which would mark an improvement Correspondent and Award Host. from a 10% ROE in 2010 and one of 18% in 2011.”

The award ceremony, now in its Commenting on the award, First13th edition, celebrates the sucBank’s Group Managing Director/ cess and major achievements of Chief Executive Officer, Mr. Bithe world’s leading financial instisiOnasanya, said the bank would tutions. The event was attended continue to build on its perforby leading players in business mance even as it seeks to win and finance circles. The keenly greater market share from retail contested award is regarded as and small business customers. the industry standard for banking excellence and nominees were “We plan to grow in priority segjudged by their ability to deliver ments, especially the retail and shareholder returns and gain straemerging corporates,” he said, tegic advantage in terms of market adding, “we also intend to conL-R- Paul Wallace, Africa Editor of The Banker, Folake Ani-Mumuney, FirstBank’s Head of Marketing & visibility and positioning.

Corporate Communications, with the award plaque and Michael Buerk, a former CNN Correspondent and tinue strengthening our service According to the award commit- Award Host. proposition, including through tee, First Bank led the sector in optimising our distribution mix.

Nigeria, largely due to its sustained top flight performance over the [Leaner branches] along with our traditional brick-and-mortar years across several indices. “Its balance sheet, which at the end of branches and the ATMs will sit at the heart of our plan to optimally September this year stood at $20bn, grew 23% in 2011. Its net profreach every bankable Nigerian where he or she needs financial serits rose a particularly impressive 95% to N66bn ($410m). This year vices. I make bold to say that we are going to win the award again looks even better, based on interim results,” the committee said. and again.”

The committee also noted that FirstBank had begun to focus more First Bank of Nigeria Plc (FirstBank) is Nigeria’s leading financial on costs and efficiency in the past two years. “Plenty of emphasis services institution by total assets and gross earnings. With more has been placed on cross-selling to generate non-interest revenues, than 5 million customers, FirstBank has over 620 branches and five which grew 36% in 2011 to N75bn. During the same year, it halved (5) subsidiary companies providing a comprehensive range of finanits average cost of funds from 3.2% to 1.6% by attracting more lowcial services.

Etisalat Nigeria: Unleashing Innovation in Telecoms When Etisalat Nigeria entered the Nigerian market some seven years after the first operator, few would have given it much chance of survival in the competitive industry. Instead, the operator currently rated fourth in the industry, has steadily gained market share since its entry in 2008. This the organization has done on the

strength of product innovation and creative customer relations.

In just four years of operations, the telecom brand’s market penetration has grown and is still growing. Today, Etisalat Nigeria serves a growing subscriber base of over 14 million subscribers and consistently demonstrates its core values of optimism, simplicity and care.

Steven Evans Chief Executive Officer, Etisalat Nigeria

Considering its position as the late entrant, one of the strategies adopted by the company has been to offer pricing that is the same, regardless of whether calls are made to its network or to another operator’s network. Etisalat is the pioneer of the concept of on-net and off-net pricing. The firm’s low tariffs, innovative products and services (such as ‘Home Zone’, ‘Easy Cliq’, ‘Easy Blaze’) and increased BrandiQ 9

BRAND SCORECARD

investments in network expansion to constantly improve its market penetration has always been a challenge for its rivals, thereby forcing some of them to cut tariffs, too.

In the area of broadband services Etisalat has become the next big thing in telecommunications in Nigeria and Africa in general. The company has continued to push this agenda very seriously, being the first to launch a 3.75G network in the country.

It also recorded another first with the launching of a permission and preference-based mobile advertising service, in collaboration with Alcatel-Lucent, enabling mobile subscribers in the country to ‘optin’ to receive advertising messages and marketing offers from the brands they value the most through a software-based mobile marketing solutions.

As part of its innovative interest, the telecom operator introduced ‘Etisalat Prize for Innovation’, a platform to encourage broadband services on the continent at the AfricaCom awards Gala Dinner held at the Waterfront Lookout, Cape Town, South Africa, November 14, 2012, as part of the Africa Com 2012 Conference. The award and prize was won by Mobile Maths Practice and i-Connect Project.

Speaking on the success of the competition which witnessed an impressive array of entries for the two award categories, Chief Executive Officer, Etisalat Nigeria, Steven Evans, explained that the competition was instituted to provide an opportunity for ingenious people to present innovative and relevant mobile broadband products/services and ideas.

He said, “Innovative broadband projects, products and services have improved the way we live and work and so we launched this award because we realise the importance of broadband in the industry. Innovation is core to our business strategy at Etisalat Nigeria, and we see ourselves as a young and innovative business setting the pace for others in the Nigerian telecommunications industry.”

Etisalat Nigeria is focusing on luring customers by offering better customer service and network coverage, innovative products and lower tariffs. But while the number of new customers joining Etisalat’s mobile-voice network averages about 10 per cent a year; activities within the mobile-data segment are rising. The number of new subscribers for deals that include mobile Web browsing is increasing 10 per cent per month, the company says.

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Guinness Revs up Brand Equity through Sports Patronage

By Abiodun Obisesan

It is common knowledge that sports Eagles Campaign’’, was inspiring as the evoke a passion, following as well as green and white colours set the tone for health, entertainment and lifestyle the occasion. needs of man. Brands - especially suc- Mr. Seni Adetu, Managing Director of cessful brands - on the other hand, are Guinness Plc, exuded much joy as he exmajor resource centres which provide pressed his appreciation to the football sports with the funding and sundry fraternity for making the night a very support the industry requires for devel- memorable one. He spoke about Guinopmental purposes. ness’s unflinching loyalty to the Super By supporting sponsoring and associ- Eagles which has lasted half a decade. ating with sports, therefore, brands ac- Adetu said: ‘‘it is a wonderful feeling to quire larger following/markets, expand have in attendance our distinguished their equity and evoke the same pas- guests. Guinness is glad to have over 106 sionate commitment for which sports million consumers. Our support for a fraternities are reputed. great football brand like the Super Eagles Appara n d ently, Guinmindful ness of these will benefits, always Guinremain ness Plc, solidly a forebehind m o s t it to b e e r sucManaging Director/Chief Executive Guinness Nigeria Plc, Seeni Adetu, Mar- ceed in b r a n d L-R keting/Innovation Director Austin Ufomba, Super Eagles Assistant Coach Daniel has con- Amokachi and NFF Official Mike Itemagbo at the launch of “Fly with the Eagles” South Campaign by Guinness at Eko Hotel, Lagos...Thursday tinued Africa to deploy football and other sport- ’13. This is an enticing platform for both ing creative windows as a strategy for brands to create maximum satisfaction expanding its brand equity. Over the and pleasure to all Nigerians who hope years, Guinness Plc has consistently the Eagles win the Nations Cup in SA thrown its weight around a wide range ’13.” of selfless initiatives in a bid to drive As part of the campaign, Guinness and facilitate success in football. The Foreign Extra Stout has also launched anticipatory move of Guinness to cash a pan-Nigerian Consumer Promotion in on worthwhile sporting events was with a grand prize of an all-expense demonstrated recently: the beer brand paid trip to South Africa for fans. Asides had rolled out the drums to provide the grand prize, millions of Naira in both moral and financial support for the cash prizes are also up for grabs, with Super Eagles of Nigeria as part of prepa- 4 consumer carting away cash prizes of ration for the African Nations Cup in N100,000.00 daily throughout the duSouth Africa ’13. ration of the campaign amongst other Eminent football personalities, NFF fantastic prizes.

(Nigeria Football Federation) big wigs, The occasion which had in attendance veteran journalists, legendary Nigerian teams members of the Senegal ’94 Nasupporters and guests thronged the tions Cups winning squad such as prestigious Eko Hotel and suites in hon- Austin Okocha, Mutiu Adepoju, Daniel our of the event that was expected to Amokachi, Kanu Nwankwo and Peter notch up support for the Super Eagles Rufia, provided an enviable platform to of Nigeria. The highly interactive and re-enact the winning DNA for the Super exhilarating event tagged: ‘‘Fly with the Eagles.

BRAND SCORECARD

Innovative Global Heineken Bottle Berths in Nigeria

By Henry Otalor

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hatever Heineken engages on, it does with innovation and style in line with its premium quality and packaging. To this end, the world’s leading international premium beer has just unveiled its new global bottle in Nigeria. The brand, which constantly looks for opportunities to set new world standards to provide its consumers with utmost quality, did not disappoint as it held a spectacular World Premiere of the bottle at the Federal Palace Hotel and Casino in Lagos which attracted high net worth personalities.

Marketing Director said it was deliberately achieved because “Heineken hides nothing of its premium quality. The new green neck foil is inspired by the shape of a smile and is now wrapped around a longer neck. The stylish embossment at the back is a proof of authenticity and class. Together with the modern curves it adds a tactile nature that is pleasant to touch and that improves grip”, Drenth added.

Speaking at the unveiling ceremony, Mr. Nicolaas Vervelde, Managing Director/CEO Nigerian Breweries Plc said the company has been reinventing its brands and driving innovation over the years. Heineken, he noted, is an outstanding brand in Nigeria, the fastest growing and most premium lager beer in the country, hence the name “Chairman”. The packaging, he continued, is state of the art and a retinue of distributors will ensure that it gets to the hands of its consumers wherever they are.

Mr. Walter Drenth, the Marketing Director affirmed that the new world class and innovative, proprietary bottle comes in 60cl and 33cl content. “It is a uniform Heineken bottle across the world and I am proud that Nigeria is one of the first countries to introduce this new design on a returnable bottle. This bottle is designed with true perfection to match the premium quality that Heineken always delivers”.

Taking the audience through the unique design features of the new bottle, Drenth stressed that it is the first bottle of its kind with a transparent label in Nigeria; the

Throwing more light on the new bottle, Jacqueline Van Faassen, Senior Brand Manager Heineken, pointed out that the taller, slimmer bottle contour shape with elegant curves gives a modern, premium feel and the strong shoulders gives the bottle an air of masculinity and pride. The content is the same premium quality Heineken beer that is brewed with only 3 natural ingredients: water, 100% malted barley and hops. Apart from the new bottle, she added that a new world class crate and a six pack unique packaging is part of the innovation that the brand is bringing to consumers. She also enjoined consumers to visit www.heineken.com, www.face-

book.com/heineken, Twitter: @heineken_ng to learn more about the new bottle.

The feel of the World Premiere event was reminiscent of a scene from a James Bond 007 movie. Heineken also sponsored and premiered Skyfall, the latest James Bond movie worldwide and by so doing, lived up to the promise it made earlier on premiering the film in Nigeria. There was a high speed boat chase between mercenaries and the naval security marshals to retrieve the case containing the new bottle snatched earlier by mercenaries. The case was eventually retrieved and handed over to Jacqueline Van Faassen and its content, the new world class Heineken bottle was revealed to the audience by Nicolaas Vervelde and Walter Drenth.

Some of the important personalities that attended the World Premiere include: Tuface Idibia, ex-Super Eagle star, Victor Ikpeba, Yinka Davies and Timi Dakolo. Others include Alhaji Bello Kankarofi, Registrar, Advertising Practitioners Council of Nigerian, APCON, Steve Ayorinde, MD, National Mirror and Oscar Onyema, Director General, Nigerian Stock Exchange, NSE. The personalities at the event applauded the way the bottle was delivered; they were particularly thrilled by the drama that took place before the arrival of the bottle in which a guest was “tracked down and interrogated” for being in possession of the Heineken James Bond case.

The guests later proceeded to the Silverbird Galleria to watch Skyfall, the latest James Bond film where they were refreshed with chilled Heineken in a world class bottle from the World to Nigeria.

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NEWS

APCON Set for Reforms in 2013 Determined to ensure that the advertising industry in the country continues to develop as one of the leading industries in Africa, the Advertising Practitioners Council of Nigeria (APCON) has come up with a list of new reforms to ensure that everyone engaged in the practice of advertising and advertising services must be registered and certified by the body. These reforms are billed to take effect from January 1, 2013.

According to a statement on these new reforms planned by the body, advertising agencies will have specified and defined scope their licences will cover.

“Media independence agencies will be granted licence for media planning and buying only; outdoor agency will be granted licence to own and manage outdoor sites while full-fledged agencies will be granted licence for media planning and buying, creative and brand management. It also stated that licensed agency must operate with the scope of licence granted to such organization,” the statement reads.

The regulatory body stated that where a firm decides to operate outside its licensed area of specialization, the concerned organization shall be required to set up a new firm and register the new firm that is intended to operate and offer the new designated services.

It declared that all agencies will have to apply for and obtain practice licence from APCON to legalize the operations of the advertising organization describing businesses done without the acquisition as illegal from the beginning of next year. According to APCON, “the licence shall be renewable every three years.”

APCON stated that advertising organizations are now classified as either National Agency or Foreign Agency, saying “any shareholding

of 74.9% and above (up to 100%) by Nigerians qualify an agency as a National Agency while Foreign Agency shall practice advertising business targeted at a market outside the shores of Nigeria”.

“Organization will be required to produce a bankers’ credit guarantee from a Nigerian bank acceptable to APCON in the sum of N200 million for a National agency and N500 million for a Foreign agency.

National and Foreign categories applicants shall also be required to produce and submit an Agency Business Insurance to the tune of N200 million for a National agency and N500 million for Foreign agency from a Nigerian insurance company acceptable to APCON.” APCON also revealed that the Association of Advertising Agencies of Nigeria (AAAN) has commenced discussions with some banks and insurance companies for the purpose of getting a group bankers’ credit guarantee and business insurance cover for members.

“The insurance cover will include professional indemnity, loss of profit, and so on. The Association is in the process of renewing its membership list as only financial members will be included in the Bank Credit guarantee and business insurance policy.

It is worthy to note that only financial members will be given clearance by the AAAN under window 1of the licence regime,” the Alhaji Garba Bello Kankarofi, Registrar APCON Council said.

Tough Times Await Unregistered PR Practitioners The current executive of the Public Relations Consultants Association, of Nigeria (PRCAN) have promised that there will be no hiding place for unregistered Public Relations (PR) practitioners in the coming year.

This bold move is part of the association’s desire to sanitize PR practice holistically in order to meet global expectations.

The PRCAN President, Chido Nwakanma, said: “Many firms are offering public relations consultancy services without due registration with both Nigerian Institute of Public Relations NIPR and PRCAN. Many corporate bodies, institutions and governments at Federal, State and Local Government levels are giving out public relations and communication briefs to agencies with unregistered individuals and with no legal standing to practise or offer public relations services in Nigeria.”

Nwakanma pledged the commitment of PRCAN to partner with NIPR to raise the standards and foster professionalism in the BrandiQ 12

public relations profession in Nigeria. He drew the attention of NIPR to the trend where foreign agencies set up public relation practice in Nigeria without complying with the NIPR Act 16 of 1990.

He said that proper regulation would enhance practice standards, as public and private sector organizations are the focus of the advocacy campaign aimed at persuading them to work with recognized and certified agencies. When they do this, these agencies will become economically viable entities able to offer world-class services.

Addressing some of the structural challenges of public relations in the country, Dr Stephen Adebayo, NIPR Registrar, has assured the new PRCAN leadership of NIPR’s preparedness to enforce the law regulating the practice of public relations consultancy in Nigeria.

Adebayo insisted that PRCAN memberagencies must act as the whistle-blowers while NIPR will discharge its regulatory and

enforcement roles by enforcing the provisions of the NIPR Act 16 of 1990.

Adebayo said, “We at the NIPR National Secretariat cannot know all of what is happening in the field. Since you are the ones who know which agencies or individuals are discharging public relations functions without certification, we would require your having to make the reports for us to work together in restoring order within our professional practice.”

Dr Stephen Adebayo, NIPR Registrar

NEWS

Coca-Cola Appoints New Managing Director

C

oca-Cola Nigeria Limited has appointment Adeola Adetunji as the company’s new Managing Director (MD) replacing Kelvin Balogun who was inducted to the position of President of Coca-Cola Central, East and West Africa (CEWA) Business Unit.

In a release by the Public Affairs and Communications Manager of Coca-Cola, Clem Ugorji, Adetunji is expected to effectively act as the MD of the company January 1, 2013.

Adetunji, currently the General Manager for Manufacturing and Trading Services, and also serves as the Managing Director for Waveside (Pty.) Limited, a wholly

owned subsidiary of the Coca-Cola Company in South Africa. He has served successfully in varied roles of increasing responsibility spanning: finance, marketing and operations. He joined the company in Atlanta in 1993 and was appointed as the South Africa Division Accounting Manager in 1996.

He led the Coca-Cola business in East Africa to record growth between 2003 and 2005 and was central in stabilising the business in Southern Africa between 2005 and 2007, before moving to bottling operations in July 2008 as the East and North Africa Operations Director for Coca-Cola Sabco, the anchor bottler for Coca-Cola Company in Africa.

Cogniko Makes Digital Data Intelligence Simple Cogniko, a New York-based marketing analytics and digital intelligence firm, has announced the introduction of its groundbreaking analytics solutions to meet the increasing demands of Nigerian marketers seeking to understand and maximize returns on their marketing investments.

The company is a market leader in the delivery of marketing analytics, research, and strategic advisory to leading institutions in developed markets and in Africa. Global leaders, including Chase, Pfizer, Diageo, Verizon, AT&T, Dell and General Mills, have used Cogniko services.

Its core offerings include three specialty areas of Marketing Analytics Services, Research and Digital Intelligence, and Consulting and Advisory Services, particularly in specialized areas such as digital, mobile, social media, and relationship marketing.

According to the Country Director, Mr. Yemi Ibironke, Cogniko Marketing Analytics Services helps marketers establish accurate performance targets based on their investment outlay, define performance indicators aligned to objectively measure what matters, understand drivers of in-market campaign performance, and how to best align these drivers for optimal marketing effectiveness.

“These are exciting times for Nigerian marketers. They now have the same tools at their fingertips that their counterparts in leading global organizations in developed markets leverage to drive continued marketing ex-

cellence, accountability and profitability. By combining proven evaluation methods with our expertise and integrated view of consumer intentions, attitudes and behavior, we can now deliver objective measurement and analysis to drive meaningful improvement in campaign strategy and return on investment.” he noted.

Mr. Ibironke further explained that Cogniko Research, Data and Digital Intelligence Services is key for marketers seeking better and more accurate insights into consumer trends, attitudes and behaviors to drive profitable growth.

The firm offers a wealth of specialized digital intelligence solutions with best-in-breed methodologies and technology to ensure marketers have access to real, actionable and timely customer insights. Besides the ability to conduct custom research using our proprietary online panel of consumers who have opted into Cogniko’s research community, which includes a large and representative sample of 18-24 years old, marketers can subscribe and get direct access to specialty research data whenever they want.

L-R; Mr. Yemi Ibironke, Country Director, Cogniko, Mr Leke Oyerinde, Analyst/Researcher, and Mr. Bola Oyebo, Analyst, during a media parley to formally launch the company in Nigeria, in Lagos, recently.

Real, Lovely Record

L

’Oreal, Central West Africa owners of the Dark and Lovely beauty range hosted over 3500 hairstylists and dressers across South West zone of Nigeria to make history as the biggest gathering of hair professionals in one day while unveiling its new Dark and Lovely Anti-Breakage range.

The lot of hair professionals was drawn from all the major trade associations within Lagos, Ogun and Oyo states while the new anti-breakage range of products includes the complete Relaxer kit, the strengthening oil moisturizer, the nourishing hair butter, and the healing treatment.

According to the company, L’Oreal scientists have created the perfect solution to fight breakage for Afro hair. “The natural cement of the hair is the ceramide and the scientists have created synthetic version to replenish these weak points” said Mrs. Severine Fadairo-Lemon, Marketing Director, LOREAL Central/ West Africa Explaining the rationale behind the event Mrs. Fadairo-Lemon said: “We are here today to host Nigeria hairdressers to present them with our new Dark and Lovely anti-breakage range. It is new range of full product, dedicated to afro-specific hair and to help consumers fight breakage problems they encounter.”

“The new addition now is to treat the breakage problem therefore, if you have dry hair you should keep with our current range –Dark n Lovely Moisture Plus and if you have breakage problem with your hair then you should go for the new released-Anti-Breakage range,” the marketing director said.

On the affordability and availability of the products particularly to low end market, Fadairo-Lemon explained that although the brand is a premium brand, its mission for being part of the Loreal Group is to deliver quality haircare range to women across the world either they are Africans, Europeans, Asians or Americans.

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NEWS

Big Catch for Airtel Nigeria’s Mrs Obiageli Katryn Ezekwesili has been appointed to the board of Bharti Airtel Limited, a leading global telecommunications services provider with operations in 20 countries across Asia and Africa, following restructuring of the telco’s Board of Directors.

The changes on the Board of Bharti Airtel also extend to its subsidiary Bharti Infratel. The changes have been effected in view of the proposed Initial Public Offering (IPO) of Bharti Infratel, which is a leading provider of passive telecom infrastructure in India.

Commenting on the restructuring, Mr. Sunil Bharti Mittal, Chairman and Managing Director, Bharti Airtel said, “These changes have been effected in line with our strong corporate governance culture and will ensure that Bharti and Singtel have distinct representatives on the Boards of Bharti Airtel and Bharti Infratel. I am confident that these two world-class Boards will continue to guide these companies to greater heights. I would also take this opportunity to thank the outgoing Directors for their contribution to the Board of Bharti Airtel.”

As part of the restructuring, Mrs Ezekwesili, a former World Bank Vice President for Africa and world-renowned expert on economic reforms and economic governance, joins the Bharti Airtel Board. Mrs Ezekwesili has a strong track record in the transparency, accountability, good governance, and anti-corruption movement worldwide, having been one of the co-founders of Transparency International (TI).

As the Vice President of the World Bank in charge of the Africa Region, Mrs Ezekwesili was responsible for operations in 48 countries in Sub-Saharan Africa and supervised a lending portfolio of over US$40 billion. Ezekwesili previously served as Director of the Harvard-Nigeria Economic Strategy Programme in Boston and Abuja.

She holds a Master’s in International Law from the University of Lagos, a Master’s in Public Policy and Administration from Harvard’s Kennedy School of Governmen. She is also a chartered accountant.

Mrs. Obiageli Ezekwesili

ISO Certification for La Casera One of the leading players in the Carbonated Soft Drink (CSD) sector of the Nigerian market, the La Casera Company Plc has bagged the NIS ISO 22000:2005 certification in Food Safety Management System by the Standards Organisation of Nigeria (SON).

According to a letter signed by the head of Systems Certification Unit, SON, Engineer N.A Olujie, the company was awarded the certification after the verification exercise carried out by the regulatory agency.

Olujie wrote: “Following the verification exercise carried out on the assessment of your quality management system, I am directed to inform you that your Food Safety Management System has been recommended for certification to NIS ISO 22000:2005 standard.”

Speaking at the company’s quarterly reward and recognition award ceremony held at the company’s factory located at Amuwo Odofin Industrial Estate, the Chief Operating Officer of the company, Mr. Prahlad Gangadharan described the ISO certification as an honour well deserved and another remarkable milestone in the annals of the company.

“I am indeed very delighted and proud to receive the Food Safety Management System Certification NIS ISO 22000: 2005 standard for the La Casera Company Plc from the Standard Orgaanisation of Nigeria” he said.

Prahlad noted that the conferment of the Food Safety Management System Certification by the SON on The La Casera Company Plc is a confirmation of the company’s strict adherence to safety and quality at every level of the production process.

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Also speaking at the ceremony, The Group Technical Director, The La Casera Company Plc, Mr. Sanjeev Chhetri congratulated every member of staff of the company on maintaining high ethical and safety standards which won the company the certification.

Chettri then, urged them to continue to improve and maintain the high level of adherence to standard and quality of product and ensure safety management system to further propel the company for greater achievement.

Briefing the media on the significance of the SON Certification to the company, the Quality Assurance Manager, Mr. Emmanuel Adeku, explained that the certification would go a long way in giving credence to the quality of product “we offered our consumers both here in Nigerian and in the neighbouring West African countries.”

Adeku noted that the ISO 22000: 2005, Food Safety Management System (FSMS) is relatively new standard and is built around ISO 9001 but has been generated specifically for the food industry. The standard is based on Hazard Analysis and Critical Control Points (HACCP) where potential hazards are identified and detailed plan established to ensure elimination, reduction and effective control over hazards such as physical, chemical or microbiological contamination before it gets to the consumer.

NEWS

Legend Redeems Brand Promise with Real Deal Nite The brand promise made by Legend Extra Stout, a premium brand from the stable of Nigerian Breweries Plc to extend its monthly inbar ativation ‘Real deal Nite’ to other cities outside Lagos was fulfilled when it brought the undisputed king of Igbo rap music, ‘Dat Nigga Raw’ to Enugu where he held fans spellbound for hours with his eclectic performance. Consumers of Legend Extra Stout have continued to shower accolades to organizers of the in-bar activation which made a historic entry into Enugu. The highly entertaining event which took centre stage in the coal city at the Brifina Garden GRA, Enugu left an indelible memory in the minds of consumers of Legend Extra Stout.

The climax of the evening came with the dazzling musical performance of Abia-born Ukeje Okechukwu Edwards, aka Mr. Raw, formally known as Dat Nigga Raw. The rapper, who grew up in Enugu sent uncontrollable shivers down the spine of the audience with tracks like Ko Gbadun Nigga Raw, Ara Ga Agba Ndi Ara, and Shake Una Bodi, Adamma Njo to mention a few. Lovers of the premium Stout brand, Legend, also won fantastic gift items ranging from Plasma TVs, Generating sets, Trays of Legend extra stout and lots more.

Not only were guests and consumers of Legend Extra Stout provided with unique occasion to interact and get entertained, some lucky consumers smiled home with mouth- watering gifts. Amaka Chukwu, a business woman who sells assorted drinks could not be-

Primedia Wins Platinum Award Out of home agency Primedia, has been adjudged the best advertising agency by IMC Movers awards dinner in its category for the year ending 2012.

According to award organizers, the prize was given to Primedia for its contribution to the development of the out-of-home (OOH) advertising in the country.

“We’re extremely privileged and proud to be the recipient of this award, especially because we have been judged on the aspect of innovation by our peers,” says Frikkie Cornelius, CEO of Primedia Africa. “The achievement is a direct result of “Living our Values” which includes innovation, sustainability, accountability and our people.

One such innovation displayed by the company was advertising on pedestrian bridges which was a first for Primedia OOH Nigeria.

Speaking further, Cornelius affirmed that the award is a reflection that both local and foreign OOH practitioners believe that the company is destined for great success. He stated that the company will continue to enrich Nigeria as a country and empower its people with additional infrastructure, skills and learning.

“Primedia’s constant belief in creating sustainable partnerships has enabled us to meet and develop mutually beneficial relationships on the ground, which in turn has provided a foundation of sites and a shared vision, leading to the acquisition of this award,” he concluded.

lieve her ears when she was announced as a winner of a LCD T.V. ‘‘I heard about this through my daughter who is a die- hard fan of ‘Nigga Raw’. I almost didn’t come but she persuaded me. Now, I am so happy and I cannot thank my daughter enough for insisting that I came around. Although, we have a Television at home, this LCD T.V is coming at the right moment because I will now have to take the old T.V to my shop. I also thank Legend for bringing this event to Enugu. They have really brought bright smiles to my face.”

Funso Ayeni, Brand Manager Legend Extra stout, stressed that Legend Extra stout is by far “the best brewed stout brand in Nigeria with distinguishing qualities that sets it apart from other stout brands in the market because of the full brewed process that it undergoes.”

Ayeni stated that the relevance of the “Real Deal Nite” is to create an atmosphere where the brand bonds with its L-R: A Policeman, Matthew Ogubugor, receiving a generator consumers and to make set from the Nnaji Joshua, District Manager, Nigerian Brewthem understand the eseries, at the ‘Legend Real Deal Nite’ in Enugu. sence of the brand.

No Good Life for Mosquitoes As part of its commitment to improving both health security and the quality of life in Africa through technological innovations, LG Electronics has launched an advanced residential air-conditioner (RAC) which utilizes ultrasonic wave technology to repel mosquitoes.

According to the company, the “Anti-Mosquito” air-conditioner has been shown in tests conducted in a Peet Grady chamber to deter on average 64 percent of malaria-transmitting female Anopheles mosquitoes within 24 hours and 82 percent overall.

Aside from offering greater peace of mind, the Anti-Mosquito airconditioner also comes with all the advantages of LG’s AC technologies, delivering powerful cooling and superb reliability even under extreme operating temperatures.

“In Nigeria, as well as in a number of other African countries, malaria continues to be a prevalent threat. LG takes great pride in tailoring products and technologies to the specific needs of consumers. By matching technologies directly to these region-specific challenges, we can create real solutions that will help bring about profound and meaningful changes to consumers,” said Jun-hwa Jeong, General Manager of Air Conditioning and Energy Solutions at LG Electronics.

Mohammed Fouani, Managing Director of Fouani Nigeria Limited also added that the launch of the product would further deepen its brand penetration.

“In terms of economic development, the entire African continent has enormous potential and we’re hopeful that LG’s technologies will help people unlock that potential,” he assured.

LG is currently collaborating with a number of international organizations in efforts to fight disease, protect the environment and reduce poverty on the African continent. In cooperation with the International Vaccine Institute, LG helped to develop and administer a vaccine for cholera in Ethiopia.

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I N T E R N AT I O N A L

RIM to Launch New BlackBerry in January 2013

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esearch In Motion (RIM) has finally announced that it will hold its BlackBerry 10 launch event on January 30, 2013. The event will happen simultaneously in multiple countries around the world.

This day will mark the official launch of its new platform - BlackBerry 10, as well as the unveiling of the first two BlackBerry 10 smartphones. Details on the smartphones and their availability will be announced at the event.

“In building BlackBerry 10, we set out to create a truly unique mobile computing experience that constantly adapts to your needs. Our team has been working tirelessly to bring our customers innovative features combined with a best in class browser, a rich application ecosystem, and cutting-edge multimedia capabilities. All of this will be integrated into a user experience – the BlackBerry Flow – that is unlike any smartphone on the market today,” said Thorsten Heins, President and CEO of Research In Motion.

BlackBerry 10 will offer a large catalog of the leading applications

from across the globe and across all categories, including Games, Productivity, Social, Lifestyle and Leisure, Multimedia and Published Content, as well as applications designed for business and enterprise use.

The BlackBerry 10 platform has recently achieved FIPS 140-2 certification, which means that government agencies will be able to deploy BlackBerry 10 smartphones and BlackBerry Enterprise Service 10 as soon as it is available. This marks the first time BlackBerry products have been certified ahead of their launch.

Why Big Brands Dominate Social Media Impressions The majority of today’s brand-centric social media conversations are revolving around big beverage, technology, and restaurant brands. These findings come from a new monthly report tracking the social media conversations involving the top 100 consumer brands.

The report is a joint effort between uberVU, a social media audience measurement firm, and PQ Media, an economic forecaster and tracker for the media industry.

In July, the report said the Coca-Cola brand had the highest number of social media impressions. The beverage giant generated twice as many social impressions as the second-ranked brand, Apple. In fact, Coke earned 1.48 billion impressions during the month, which was almost 14 percent of the 10.6 billion impressions received by the 100 top consumer brands overall. The thirdranked brand was Google, followed by Amazon and Samsung.

Interestingly, the U.S. only delivered 44 percent of total social media impressions in July, despite comprising almost one-half of global ad spending. On an individual brand basis, Coke actually generated 87 percent of its social media impressions and Apple received more than 70 percent of its impressions from outside the U.S. While the report didn’t differentiate between “paid” and “owned” impressions or account for elements like seasonality, it did demonstrate how the top brands generated an overwhelming share of total social media impressions and also shed light on the overall global nature of

2014 World Cup: Brazuca Succeeds Jabulani The brand name Brazuca might not be very popular today, but the situation is bound to change as qualifying matches for the 2014 World Cup begin globally in four months’ time. Brazuca is the name of the official match ball for the 2014 World Cup, which Brazil is hosting in 2014.

The full name “adidas Brazuca” received 70% of the ballots in a public vote by over one million Brazilian football fans, according to an official release. Brazuca succeeds the World Cup ball for 2010 tournament called Jabulani — which means “celebrate” in Zulu — Jabulani attracted world attention when players and soccer analysts complained that the celebrated brand that Adidas used five years to design and construct was too light, too round and moved way too fast. Soccer followers hope the new ball will not be enmeshed in the same controversy that engulfed Jabulani.

For the new brand name, Adidas, the World Cup official match ball BrandiQ 16

supplier since 1970, took inspiration from elements of Brazilian culture to come up with a shortlist of three possible names for the ball.

In addition to the eventual winner Brazuca, there were two more options – Bossa Nova and Carnavalesca. For three weeks, Brazilian football fans voted for their favourite name in their thousands. This is the first time that fans have been directly involved in the naming of the World Cup ball, the release further states.

The informal term “Brazuca” is used by Brazilians to describe national pride in the Brazilian way of life. Mirroring their approach to football, it symbolises emotion, pride and goodwill to all.

Although the brand name of the ball is now clear, fans will have to wait a little bit longer until they can actually see the adidas Brazuca ball. It is currently being developed, with its testing taking place worldwide with several football clubs and associations ahead of its launch next year for the 2014 World Cup.

I N T E R N AT I O N A L

Nokia Unveils Asha 205, Nokia 206 One of the world’s leading mobile communication companies, Nokia has unveiled two new devices in its Mobile Phones portfolio, designed for offering consumers great Internet experiences at affordable price points.

The Nokia Asha 205 and Nokia 206 are both available in single SIM or dual SIM versions and give people innovative ways to access social features and share their favorite content. Both devices reflect Nokia’s heritage by combining world-class design and long-lasting battery life.

The new products are the first Mobile Phones devices to include Nokia’s exclusive Slam feature. Slam allows consumers to share multimedia content like photos and videos with nearby friends almost instantly. Slam works with most Bluetooth-enabled mobile phones without the need to pair devices, and without the recipient needing to also have Slam*. In just a few clicks, people can ‘Slam’ their content to another device faster than with Bluetooth alone and without consuming Internet data.

“The latest Nokia devices give super-social consumers new ways to express their personalities through design, color and innovative new features like Slam,” explains Timo Toikkanen, Executive Vice President, Mobile Phones, Nokia.

The expressive Nokia Asha 205 has a pleasingly tactile QWERTY keyboard. It also introduces a new, dedicated Facebook button, making it the perfect device for social people who want the fastest access to their Facebook profile.

Combined with eBuddy Chat, Twitter and support for popular email accounts such as Gmail, the Nokia Asha 205 is designed to allow that people are never more than a few clicks away from their social networks.

Snoop Doggy Rebrands to “Lion”: Strategy or Reinvention?

If you think that rebranding is only a communication tool deployed in the corperate world, then what you are about to hear will make you have a re think.

Singer and rapper, Snoop Dogg whose real name is Calvin Cordozar Broadus Jr, has recently taken up a new stage name he calls “ Snoop Lion”.

According to him, “I feel like I’ve always been Rastafarian,” Snoop said of the spiritual Jamaican movement. While there, he said, he visited a temple, was renamed Snoop Lion and was also given the Ethiopian name Berhane, meaning “light of the world. “Snoop didn’t explain why he was switching from “Dogg” to “Lion,” but it’s likely a reference to the Lion of Judah, a religious symbol popular in Rastafarian and Ethiopian culture.

Snoop Lion, as the artist formerly known as Snoop Dogg will now be known, claims he found himself on a trip to Jamaica in January and is pursuing a higher calling. “I have always said I was Bob Marley reincarnated,” he announced. “I feel I have always been a Rastafarian. I just didn’t have my third eye open, but it is wide open right now.”

Apparently tired of singing about drugs, alcohol, and women, Snoop Lion is — of course — releasing a reggae album under his new persona, titled -of course- “Reincarnated.” He’s calling it an album he hopes his “kids and grandparents can listen to.”

In this direction, are there trademark implications of rebranding his personal brand.

Snoop Lion speaks further: “I’m gonna always be Snoop Dogg, because that’s who I am. Snoop Lion is for when I’m making reggae music and is a progression of Snoop Dogg. I do believe that any time you’re doing what I’m doing, you have to have progression and growth. I feel like my fans have grown with me and understand what I’m going through. They don’t get mad when I make decisions to change, to add on or to enlighten. I believe they know who I am as a person because I’ve been so personal with them since day one. They never react with surprise, but with excitement.”

M&C Saatchi Appoints De Kock for Africa

M

&C Saatchi has appointed Rick de Kock to lead its operation in Africa. He will join the employ of the company in January 2013, after six years at TBWA\Africa as Director of Africa Operations. De Kock is expected to manage a network of 15 Rick de Kock offices across 13 countries on the continent.

According to M&C Saatchi, the induction of De Kock was informed by his wealth of experience, achievements and time in more than 20 African countries.

“We believe that Rick is an exceptional person to lead our foray into Africa. He is immensely experienced in the region and has a highly successful track record in building such a network. Our business relationship and friendship goes back 16 years. So, he’s

another trusted partner,” said Mike Abel, chief executive partner at M&C Saatchi.

“We are experiencing the third wave of investment in Africa as more and more global FMCG (Fast Moving Consumer Goods) companies enter the market to engage with the one billion people that live here. What excites me even more than that is the growing role of regional brands in West and East Africa and the opportunities that these brands offer to us as communication specialists,” De Kock says about African business prospects.

“The rise of the African middle class combined with their growing spending power, the role of technology in connecting the people of Africa like never before and the downturn in the traditional markets of Europe and America means that Africa is at the centre of a perfect storm of investment. Global brands clearly see the African opportunity. They need communication partners who understand the continent and its people.”

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SPECIAL INTERVIEW

Capacity Building in Marketing Has Fallen in Nigeria -Enang

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SPECIAL INTERVIEW

At 27, he was saddled with the task of launching ‘The Final Word’ at Guinness Nigeria. From the time he handled Satzenbrau’s Launch that gulped millions of pounds, Idorenyen Enang’s marketing career has been on the ascendency.

He was at Coca-Cola, Cadbury and most recently Samsung where he just resigned as Managing Director- Nigeria, West Africa. Enang is now doing what he loves best- training. He is The Executive Coach at Corporate Shepherds, a company he established to mentor, teach, guide and motivate young executives to greater excellence. In this chat with Ntia Usukuma, he delves deep into the current state of Marketing in Nigeria, while proffering ways quality practice can be enhanced in country.

We want to officially confirm if you have left Samsung?

I resigned officially from Samsung on 2nd April, 2011. However, I requested that no disruption be created in the system just because of my exit. I definitely prefered to be on the quiet side because I did not want any distraction to the business of the brand. I then physically walked out of the company on the 11th of May. Considering that your position was a high profile one, are there any reasons why you left?

Someday, I believe, I will have an opportunity to write my memoirs or a book - where I will be putting together my experiences and insights, in deeper detail - to share with the rest of the world, explaining certain reasons for the choices I made in my career. Let me start by saying that my almost two years stay in Samsung was rewarding from the stand point of challenges, and understanding a new form of industry which was very alien to where I was coming from.

So, here you have someone coming from the Fast Moving Consumer Goods (FMCG) and suddenly dives into the electronic/technology industry. It was a rare privilege to oversee five different business units which are all technologically driven. Very different industry and I learnt a lot. The major reason I left was based on principle and I can say this with every sense of humility. When you find your own core values and that of the or-

ganization not congruent, the best thing is to take a walk which I did. I found out that there were certain values I held very deeply in my over 23 years of my career, which in a way was in conflict with what the organization wanted. For me, trust, respect and integrity are things I will not joke with and those gray areas where we did not have alignment, I just decided that enough was enough, and rather than try to go against a moving train, I basically took a walk.

For somebody like you who has had quality experiences in several Blue chip companies such as Guinness, Coca-Cola, Cadbury and Samsung. Could you compare your experiences in those companies?

Each of them brought different valuable things to my career. My experiences collectively in these organisations have made me what I am today by the grace of God. Guinness was a fulcrum of what I call the foundation of a successful marketing career. The rudiment of growth that I learnt, the marketing app and the fundamentals I gathered in Guinness have helped me all through my career, especially the style of management. At the early part of my career I was exposed to very seasoned and intellectually sound men including Ekwunife Okoli, Akin Ayeleka, Ibrahim Dada and Chief Ulu Mba. These men were principled in driving home good quality marketing and advertising. One thing I also found that came out of Guinness for me was inclusive leadership. I was a young man between the age of 27 and 28 when I was saddled with the opportunity to launch Satzenbrau. That is something today not many people will do, give over 400 million pounds investment to a 27 years old. I started imbibing those traits, sitting and briefing the executive management committee. That I will say was a big take from Guinness.

When I moved to the Coca-Cola Company, it brought a different spin to the entire experience and it was more about strategy. That was where strategic marketing became the norm. My experience with Coca-Cola went from just marketing, to operations, strategy, governance and into general management.

My 11 years of being in Coca-Cola has actually played a fantastic role in molding me in areas such as code of business, strategy, ability to drive revenues and also think about

the environment- it was a total turnaround.

I moved to Cadbury at a time when things were tough; it was more like the titanic.

The ship was sinking. And being one of the major heads to turn around the company then, it required the experience of Guinness and Coca-Cola with extreme governance to understand how to deal with that big monster. In all of it, I was a bit disappointed in my early days in Cadbury because what I saw of this brand when I got inside was a bit different from what I perceived from outside, but nevertheless the challenge there was to make it better than you met it.

Samsung was almost like zero base. When I joined Samsung, the revenue was less than a hundred million and by the time I left we had grown three times that figure, and we were able to build a team with a structure in place. When I joined Samsung there were no contracts, their letters of employment had just one line and I changed all of that where everyone had a contract. I set up a medical welfare system with the best Health Management Organisation (HMO), with policies that will suit the frame of the environment.

These were policies to deal with everyday and to create the right environment which was not there in Samsung. So, it was like starting from the scratch and building all the way up. And of course, there was the cultural issue. The Koreans in my opinion are traders, they just trade, and all they focus on is that we have a target, just meet that target, not understanding that they have to go through a process. If I look at these four big entities, the first three were very systemic but the last one not necessarily systemic but the experience was quite rewarding.

How could you situate marketing in Nigeria in the last one decade, considering that it has brought you to a certain height?

This may sound a bit controversial. I think we have had a death of marketing in the last decade; marketing has gone down in terms of what it should be. I look at marketing today and what marketing was a decade ago, there is a huge difference. In the last decade, we have had the telecoms folks come in with so much money, but in the process they have not built around the institution of marketing, rather marketing communicaBrandiQ 19

SPECIAL INTERVIEW tions. So every single young marketer that is coming in now as a brand manager understands just one thing - marketing communications, above-the-line and below-the -line and that is all. They don’t understand the rudiments of marketing which are identifying a need and providing that need at a profit. I bet you today, the average marketer or marketing person does not understand the balance sheet.

When you look at the marketing environment, capability, training and capacity building are not in the forefront. Unfortunately, that is because there are a lot of lip services and a lot of exporting of ideals. Ideals are not transcendent by process of our thinking. There is not much thinking today.

I can say all of these are a product of the system; I started my career as a young management trainee under seasoned leadership, and these were people who were well-grounded in the art and science of marketing. Today, how many marketing executives have their protégés that are in positions in outstanding organization? They are not many.

What has also not helped the marketing segment is the incursion of foreigners, because capabilities have not been strong within the locals, a lot of originations resort to bringing foreigners in as marketing directors and they ship them in and out every 2 to 3 years.

The tide is changing now; I hope that we begin to see a lot more heads of marketing coming through as locals. The marketing discipline or marketing itself has being impacted by all of these factors and the reality is coming through for people to actually see. Agreed that the industry has grown in terms of spend, no thanks to the telecom companies and the banks. But in terms of content, I think we have taken a deep dive.

It is not what it used to be, it is now about

money and all kinds of deals that boys are doing. People are not thinking of building themselves. It is now more about marketing communications than true marketing.

Talking about capacity building and training today, a lot of graduates with a university degree do not seem to perform.

With your experiences, what would you be advising the training institutions, universities and even the professional organizations to be doing in terms of training?

First of all, going to the university does not make you a solid marketer; it is a function of you. If everyone is skilled and have gifts in certain ways and balance, they will be endeared to marketing. In my time when young graduates were brought into the organization, they were fresh between 24 and 26 years old. At that time, they didn’t know so much and you were able to inculcate in them the values of the system, or the organization. Today, those that are functional leaders, starting from the director to the senior managers, to the managers need to start the art and science of coaching. The area of coaching is missing. If there are no coaches, there can’t be players, no matter how good you are as a player. You can only see how good you are at the time the ball comes to you, somebody has to tell you to watch your movement and the loop holes.

Coaching today does more or less not exist. I am a product of good coaching from early managers, who at every stage of the day taught me to write a brief. We would sit down and underline the brief and taught me how to assess a proposal. The next thing they did was for us to attend workshops where we met other colleagues from other organizations.

We had peer-to-peer learning where we would spend 3days in some locations outside the office. By the time we came back, we would have learnt much from our coaches, plus the know-how embedded in us through these training courses with the likes of Bola Akingbade as facilitators or Niyi Babatunde. When we take all of that together, you begin the process of building the next generation that will eventually become brand managers and marketing managers who should automatically be doing the same for the next group. Once these ones are moving into marketing management and strategy and general management, the pools continue like that.

But sadly, this is not happening now. The training that should happen, should be to complement the coaching and proper mentoring. But what is happening now is, apart from the man-know-man thing, people want to block others, nobody is willing to coach or train. Why? Because most of the people in those roles now do not have the know-how; there is a knowledge gap that is missing. Whatever you know is a function of who your boss was, and if your boss taught you to go the wrong way then you are on the wrong track. It will take God and some other persons and your attitude to come back and say I have been on the wrong track. Marketers have legitimized mediocrity in the last decade plus. So, the true art and science of marketing is not coming true. Look at our agencies, it is the same. The kind of ads they churn out, you realize that it is a joke. And I say there is no creativity in this land. Today, you find one playing the role of a leader driving a certain measure of communication to his target, the next minute the other telecom is trying to do the same thing but in a different

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SPECIAL INTERVIEW name. No creativity, and nobody is talking because they have not been coached.

Other providers will also sneak in with the same product also with a different name all because someone has chosen to lead. The brewery sector is actually creative, look at the current TV commercial of Star. I thought that some people are still thinking.

If you go through an institution like Nigerian Breweries or Guinness, you will see solid marketing being retained within the ranks.

Anybody who goes through that institution would have gone through some regular fine tuning, and this is what you get from corporate, same with Coca-Cola. But today, it is not happening.

And the only way it can happen is if the bosses start coaching, mentoring and then the organizations should not wait. Some organizations are now doing it, once there is a training or workshop, they send their staff to go and learn. Another thing is when our people go there, they are not assertive, they are timid to speak. It is the people from the East Africa and South Africa that speak; they are bold and assertive which is missing in our people. Most of our managers don’t speak because they lack content. When there is no content, you can’t talk. Today, most of our folks are waiting for the company to train them; nobody will train to the extent of making you extremely valuable.

You have to invest in self -development. So, rather than developing themselves, they are busy looking for ways to make money. That is what has destroyed this industry because the young ones have adopted one thing; “filthy lucre”. Corruption is what has driven us mad; let anyone come and tell me that it is not true.

There are some assumptions that marketing is only useful for brands. Is marketing relevant in politics, social issues and governance?

The heart and mind of marketing comes from what you are trying to do to fulfill a certain need. So, if you take the art of governance which is where we have politics; and within governance, an entity must have a central theme called the positioning, like you have in marketing. The positioning of a brand is what determines how you will treat the advertising, treat sponsorship.

It will also determine the kind of promotion you will do and the kind of pricing you will have to take. The same applies in in politics or governance. If certain political parties have an idea which is also their product, they will look for ways to position those ideas that say this is who we are and what we represent. Considering that these products are meant for the people, they will employ the means, which will be the spoke on the wheel to achieve the set goal - whether it is by sponsorship, CSR, etc. You see them taking a certain line that will enhance who they are. The first rule in marketing is to recruit, and for a political party, you must recruit people to your party just like a brand manager will do.

Once you recruit, the next difficult thing is retention. Retention means you have some loyalists who use or associate with your brand either daily, weekly, monthly, even yearly or some that don’t use you at all. You also do your own analysis with research, which helps you to find out who are your core users. Who are the people you are touching on a core basis. Every political party or governing structure must look out for why these people are not within this political boat. Is it because of our philosophy?

Then, you have to go back to check your positioning and implement programs to ensure that your brand comes alive. A brand must ensure that it researches into the market because it is only the frequency of usage by the customers that keeps the brand in business.

Today, there are some of our governors, if they decide to go for certain offices and become independent candidates, Nigerians can decide to vote for them - because they have built up solid credentials. Their philosophy, positioning and everything they have done supports that. Whilst some governors would not even try. If they want to, they now have to force ranks - which happens sometimes in marketing - when you see a brand that is not responsible in its marketing, resort to guerilla marketing. It happens the same way in politics, when they get into ambush politicking and guerilla tactics to put themselves back in power. It is side by side, it is the same thing. I trust that one day, politicians will employ brand and marketing experts to help them shape and put together their philosophy well, and help them create positioning statements. The political parties do not have a clue about marketing,

it has been abused. It is unfortunate that the only marketing they do is money. Even the banks do not understand who a marketer is. If you see anyone who drives the banks’ products, they call themselves marketers where as in a real sense they are canvassers.

And that is the same problem with our politicians who think that by knowing just sections of the constitution and knowing how to play into the mind of the people, they can perpetuate themselves in power. And all of that, will soon change because any brand that cannot come to the community and be socially responsible can never stand the test of time.

What are you doing presently?

I am basically sitting in the place where I have always wanted to build people. Corporate Shepherd is an entity that is born out of vision God gave me many years ago to mentor a generation, to teach, to guide and to motivate them into excellence. It is about building that bridge and getting people to be better and greater with organizations - applying godly principles and bringing these into the fore in our daily living. That has always been a part of me in the days of Coke, Cadbury Guinness and Samsung.

One of the major reasons I almost could not continue to do what was very passionate for me.

What I am doing now is just taking a temporary break because I intend to get another job, situate this properly and be able to channel it in the right direction. Twice monthly, I have in-house seminars.

Our philosophy is anchored around the big ship and small life boat. In the last three years of Corporate Shepherd, we have held over ten seminars at different levels at different times. I find it fulfilling to sit down to teach face- to- face. Basically, I am an executive coach.

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INDUSTRY FEATURE

Media Independents: Any Relevance to Brand Building?

By Abiodun Obisesan

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wo decades ago in Nigeria when there were no media specialists’ agencies, no comprehensive media research, Agency Media Production System (AMPS), no software to interrogate media research, no trust in data, and no General Packet Radio Service (GPRS) based planning; buying of media space for advertising was done basically by intuition.

But all that rapidly changed in the last few years- all thanks to the integrated efforts of industry bodies like Advertising Practitioners Council of Nigeria (APCON), Association of Advertising Agencies of Nigeria (AAAN), Media Independent Practitioners of Nigeria (MIPAN) and Advertiser Association of Nigeria (ADVAN) including some notable practitioners. As the needs of advertisers increase in the face of new expectations, the need for media buying agents have followed the trend of things imperatively The Advertising industry has witnessed the rise of media independents and the introduction of media research, schedule construction, and performance evaluation tools available to Media Independent agencies today have led to a rapid and fundamental shift in the way advertising space and air time are planned and bought.

Media Buying agents are the individuals responsible for purchasing time and advertising space for the purpose of advertising both on print and electronic media. When planning what to buy, they must evaluate factors based on, but not limited to station formats, pricing rates, demographics, geographic, and psychographics relating to the advertiser’s particular product or service objectives. The Media Buying agents BrandiQ 22

need to optimize what is bought and that is dependent on budget, type of medium (radio, TV, print, internet etc.), quality of the medium (target audience, time of day for broadcast, etc.), and how much time and space is wanted. Media agents can purchase spot regionally or nationally.

Media Buying, in a nut shell, is about paying for advertisement space or airtime from a media, whether in the print or broadcast, at an agreed rate to advertise a company, brand or service in order to create positive outcome for a company, brand or service.

Over the years, a new breed of media spe-

cialist format had emerged. Media independents will have to re-invent the business of media buying and planning, if they are to survive in the nearest future.

Rates, demand of leads, space, time, and state licenses will always vary from state to state. National Media Buyers will need National Media Planning to generate National Media Marketing strategies and National Media Advertising that can be adaptable from area to area but also work on a national level.

In an exclusive chat with Mr. Okwudiri

Iheonunekwu, Media Group Head, Media Perspective also known as Carrat Media Perspective on the relevance of media independent in the integrated marketing communications industry, he stated unequivocally “A large chunk of advertising budget goes to media. The media arm, be it radio, T.V, newspaper, outdoor advertising and others control about 80% of advertising budget”.

Mr. Okwudiri also holds that the success of a media campaign is largely a function of the client’s objective. Over the years, he has been privileged to work with both local and multinational brands like 7up Bot-

tling Company, Vita Foam, P&G, Nigerian Breweries, Telecommunication outfits like MTN to mention but few.

When asked on how this household brands have benefited from their media independent outfit, Mr. Okwudiri spoke extensively: “When Amstel Malta came into the market, their major objective was to communicate the low sugar benefit. As soon as the brand was introduced, we had the responsibility to explore media touch points that will help to ensure that the awareness gets through to the target audience. At the end of the day, we were able to

I N D U ST RY F E AT U R E

Ken Onyeali Ikpe

carve a niche for the brand”.

More so, he spoke on creating media space for Star Beer. “Although, Star has been known, we also expanded its Brand equity by leveraging the Brand on entertainment plat forms. This has helped to position the brand in its category. By deploying music and other youthful, entertaining and lively means to raise the bar for Star, the success story is there for all to see”.

Ken Onyeali Ikpe, Managing Director, All Seasons Media Com, in his exposition on the role of media buying in marketing communications said. “It is part of branding exercise because when brands are to be created, you start from the state of conceptualization and begin to build the brand. All these processes are done by a strategy. The investment comes on how clients invest on platforms that will carry the message of the strategy to the consumer. The platform is called the media”.

He corroborated Mr. Okwudiri’s earlier claim that over 80 percent of advertising budget goes into media investment. In his exact words, “Advertisers know that the money better rest with a specialist in media buying agency so that the money can be given account of, and applied in a scientific, methodical and logical manner to show proper return on investment. It cannot be left with part-timers in the creative agencies and that is why media independent buying agencies were carved out of general

creative services.

well the full media agency service.

“However, from what is observed, advertisers and Media agencies are now working together, focusing on quality of print and performance (Circulation Figure). The future of media independence is now, and media agencies need to take their rightful place at the forefront of the communication process. There is need for media agencies to become full service communication channel experts and consultants, among their menu of services will be their bread and butter implementation planning and buying services, but this alone will not be enough”.

“Initially, Nigeria Advertising was following a global trend by advertisers to entrust the buying of their media to specialist media buying companies to achieve higher discounts, pay lower advertising rates thereby getting more for their advertising.

Commenting still on some of the technicalities and modalities necessary for running a media independent agency, Ken Ikpe stated, “Apart from general knowledge of advertising, branding and marketing, it requires that the practitioners be trained in the art of media planning, meaning that the practitioner must understand the media as a product and media environment, and have the skills to use appropriate tools to interrogate available data to give the exactitude in terms of ROI, media spread, etc.

It is a specialist area of advertising that has nothing to do with generalizations. Every agency develops its own media tools but what is common is media data that explains population, demographics, mobility, gender population, youth and adults. Based on investment by the agencies, data is now available to media buying agencies, but about 15 years ago, it was difficult.

“Media specialists companies are expected to gear up to meet advertisers increasing needs and expectations and should be able to deliver quality information, advice and service that will be out in front. Where media independents do not gear up, they will remain mere buying points, providers of the media administration centres. The role of media agencies is in danger of being surpassed by research agencies, media auditors, chartered accountants and strategy consultants.

“All who are in trusted positions, know their clients fortunes and misfortunes better and may from this trusted positions seek to enhance their own position by offering information, advice, strategic direction as

“Subsequently they began to expect more.

Their needs were changing and so too were their media delivery expectations. What clients wanted then was not only a better control on advertising costs, but more certainty, more justification and more re-assurance that the recommended schedule was backed by sound reason and independent and trusted audience research data. This still holds true, but clients expect more”.

Mr. Ken posited on the issue of high advert rates in the media with these empathizing lines: “First of all, I really sympathise with media owners in Nigeria. I belong to the camp that insists that media rates in Nigeria are abysmally low compared with counterparts in West Africa or South Africa.

But, until the property the media owners are selling is properly rated, and defined to allow the agencies see the value it creates, they may not be able to apply the appropriate pricing regime.

“This is the problem with Nigerian media houses. They are still selling space, they are not selling audience. Until they begin to sell audience, then they can begin to price appropriately and for them to do that they have to invest in human resource and research and raise the capacity. For instance, a newspaper should be able to demonstrate its circulation strength, the demographies and what an agency or client can get in terms of bulls’ eye if I place my advert in the paper”.

From the fore going, it is very clear that Media independents play crucial roles in the marketing communications industry. The benefit inherent in this arm of the industry is a goldmine waiting to be harnessed to its optimum capacity. However, it remains to be seen if they can rise above the present day challenges and move the industry to greater heights.

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I N D U ST RY F E AT U R E

Innovation and Creativity Where to Draw the Lines

By Prof. Kwaku Atuahene-Gima

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novation is waking up to reality. You cannot be innovative without being creative but you can be creative without being innovative.

Oftentimes people tend to confuse innovation with creativity. Innovation is the act of creating something new, putting it into practice and gaining acceptance of the product by customers because it is of benefit to them. Innovation only happens when you transform the ideas you have into something useful.

Most companies try to find ways of innovating. There are basically two ways of innovating in a company. The first way of innovating is creating a culture, mindset or a value system which charges everyone in the organisation to continuously look for new ways of making things better. This is mainly concerned with the leadership style of management and whether they encourage people to find new ways of doing things. This is called the ‘Big I’. The other way of innovating is called the ‘Small I’.

In effect, creativity is dreaming and in-

The ‘Small I’ is mainly concerned with

ow many times have people not come up with ideas which came to nothing but claimed they were innovative? Many times people think up new things, imagine things and see relationships which no one ever noticed and claim they have come up with innovations. That is creativity and not innovation.

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simple things that come about because of the culture or mindset established in the organisation that encourages people to find new ways of doing things. It is a process by which an organisation creates new value for customers. The ‘Small I’ may include; a new reward system for the organisation, a new product, or a new business model.

What this means is that the ‘Big I’ creates the environment for the ‘Small I’ to thrive. It is possible to have the Small I without the Big I but it is not sustainable. This means that in certain instances people can come up with an innovative product through radical methods of innovation but without the culture and mindset to continuously improve it or come up with more challenging prod-

I N D U ST RY F E AT U R E

ucts, the competition might overtake that company. It also means that a Company can introduce a product or service into the market that fails even though it is useful. An instance is if a company produces purified water and does not use the appropriate packaging for the water, does not ensure people can access the water by establishing appropriate delivery channels, or the finished product is too expensive. In this case, though the purified water is useful, the product might fail and this may be due to two factors.

The first factor is that a new product is not the whole product and the second reason why a useful product may fail in the market is that product advantage is not competitive advantage. To understand these factors we have to understand what a product is. Traditionally, a product is anything that satisfies the needs of customers. However in actual terms a product is an instrument that allows the customer to solve a problem and achieve the outcome they want. Using the example of purified water, the relevant need of the person drinking the water is to quench their thirst, while the latent need or the desired outcome may be the refreshment the person obtains from the water. However, if the water is not packaged in a neat receptacle, the person may not derive any refreshment from it even though it may quench the thirst.

The water only becomes useful when it is delivered at an affordable cost. After producing the water you may have to innovate in the distribution and pricing approach since you know the target market. The same applies to a car. You need the road, fuel, a driving license, insurance and a road worthy certificate

among other things for your car to be useful. In effect the product by itself will not be able to achieve an outcome. The product is just the basic need; it is a collection of ‘Small I’s that enable the customer to achieve an outcome. In product development you have to think of how to make the product useful to the customer.

A product advantage is not competitive advantage because the product in itself is not enough. You need to do other things to make it useful such as embedding supporting features and innovations. A product must have a lot of elements or dimensions to make it successful in the market.

Apple’s Ipod wasn’t just ‘cool’, it broke the existing MP3 mold by excelling in at least ten different dimensions of innovation. By introducing a business model that negotiated a way for musicians, music publishers, and Apple to profit from downloads, partnering with publishers to sell music online legally, creating an enabling process, and creating a core process based on core strengths on culture and talent that are open to rivals smart enough to match them, Apple has been able to create a 360 Degree Innovation.

Innovation is only accepted by customers if it is valuable. A product or service is considered by customers as valuable if it provides a benefit or solution that removes the frustrations, difficulties, challenges or impossibilities from a customer’s life to achieve a defined functional or emotional goal or outcome at an affordable cost. Unfortunately a lot of us think that creativity or innovation is creating a high tech product. However, most times these products are not valuable to customers because they can’t use them.

For example a high tech phone could give the functional benefit but an emotional outcome may not be obtained because the customer can barely use it and is confused about how to use it because of its complexity.

vating we ensure that we are providing something beneficial to the customer.

Something is of benefit to a customer if it is a solution to a problem, an improvement in a situation, and gets customers’ job well done. It must also be a desirable or attractive condition for the customer and must provide a pleasing experience to the customer. If the product is not consistent with the environment then it is not likely to be valuable to the customer. So typically some high powered electrical machinery not suitable for the dusty conditions in Africa may get faulty within a short time of use or very often thereby rendering them useless to the customer. An example of innovation in the home appliance industry was when a company applied consumer thoughts to produce the Electrolux Optional Refrigerator. The refrigerator was created as a high segment electrical home appliance, and an important indoor decoration.

The firm found out that the Chinese had a cultural attachment to Chinese symbols. Since most Chinese also preferred keeping their refrigerators in their living rooms instead of their kitchens, the firm introduced a refrigerator with different morph its of Chinese cultural heritage that could be changed depending on the emotional benefits desired by the customer.

To conclude, every organization needs to be innovative because of the need for change, complexity of the environment and competition. Companies also need to innovate because the essential objective of the organisation is satisfying customers and it is only by innovating that companies can do so continuously.

It is therefore important that in innoBrandiQ 25

DIALOGUE

Grey Marketing Dilutes Apple Brand -Spaandonk

For more than a decade, products from the stable of Apple have performed creditably in the Nigerian market, even when the brand hitherto, had no formal presence or official distributor. Today, that has changed as Apple now has authorized re-sellers. In this chat with DESMOND EKEH and AGBO AGBO, the man spearheading this new Apple challenge in Nigeria, Rutger-Jan Van Spaandonk who is the Chief Operating Officer (COO) of Core group, reveals facts behind the success of Apple brands in the West African sub-region.

What is Apple’s consideration for coming into Nigeria?

Apple has been in this country for a long time. Previously, we had a distributor who was responsible for the Nigerian market but unfortunately the firm didn’t see the opportunity.

Hence, the level of investment in the market was lower than what we as Core group Africa saw. Only recently, were we appointed as a distributor in Nigeria and Ghana. We intend to increase the level of investment in Nigeria, having studied the market for more than 10 years. We have come to a conclusion that the market is great and full of opportunities.

What is in the brand for Nigerian consumers?

First, we are going to establish a retail chain of iStores, which will bring for the first time a very official retail environment to Nigeria. Secondly, BrandiQ 26

DIALOGUE we are going to sign up a lot of retailers throughout Nigeria that will stock and sell the products in an official capacity. Before now people were selling Apple because there was great demand for the products, but it was all gray products. A gray product means a product that is brought into the country not by an official distributor. What often entails is that people bring it in without any import duties and taxes paid, and they sell it to resellers without VAT (ValueAdded Tax) at the stores or VAT passed to the government. And the benefits you may think for the customers is that prices will be low, but the drawback for the customer is the non-existing warranty. If there was a problem with the products, where do you get the warranty, where do you get services, where do you get support? And that is nonexistent in the situation where the majority of the products are gray. All of these issues are what we have looked into with our face in the market because we take the Nigerian customers seriously. Going forward, the product that they buy from official retailers will have major benefits over the products that come through the gray channels. The first major benefit is not only the one-year warranty that the manufacturer gives. We as Core group Africa have decided to offer on the iPad an additional year of warranty, which is valued at N10, 000. This is a token of our appreciation to the Nigerian customers, and to start buying the product from the official sellers. The third thing is that, for every iPad you buy there will be one-year free data on the Etisalat Network, depending on the model of iPad bought.

The smallest is the 16GB 3G, 32GB 3G, and the 64GB 3G, you get 300MB a month for the small one, 500MB for the middle one and 700MB for the top ones and it is times twelve. We are giving the Nigeria consumers a lot of value.

Are there other strategic plans now that you have entered the market, especially in the area of marketing communications to consolidate the benefits being offered?

What should we be expecting?

Interestingly enough, we believe that Apple is a very strong brand in Nigeria and that makes explanation to people about the product very minimal. The product is very well-known, people like it, and they want it. But what we now need to explain to people is that they don’t have to accept

the situation from what it used to be, where you have to go to Saka Tinubu (on Victoria Island, Lagos) or Computer Village (in Ikeja) to find the product and buy it. And there are no service, no support, and people can’t actually explain to you how the product works. So, if you look at marketing communications, the emphasis is very much on explaining to the Nigerian consumer that there is now an official channel where you not only get the benefits of warranty and data but also stores of our sales and our partners. We have well-qualified staff, people that we continuously train on the product and how you can use it in your life. Also, we shall be opening an iStore in Ikeja City Mall, where consumers with the PC can make a switch to Mac. What we would do is copy all the information from the old PC and download into the new Mac. It will be basically set up for free and that is a service that is not yet offered. Another aspect that is very important in using an Apple product is what we refer to as a full-on experience which is quite different. We would take our customers on a journey of discovery where you learn the product and this you will notice in our store in Ikeja City Mall. It will be different from what you will see with other computers that says DO NOT TOUCH with nylon in front of the screen which is never on. But with our environment it is completely different. When you walk into our store you can interact with our systems.

Another thing that is important to our business are our investments in people.

We have hired for our Ikeja store an exclusive Nigeria team; some we have trained in South Africa. Apple also has an online training programme called Apple Sales Online that will continually train sales team via the Internet on the new product and new store techniques. We are also investing in the training of our consumers. This training will be regardless of whether you own the product or not, anyone can walk in and get trained on all the aspects of the product.

Most Nigerians know about Apple from a global perspective, how will the Nigerian consumers know about these extra values?

We will be using PR very extensively, considering that these are things that might be very difficult to convey through advertising.

We would also engage the print, Radio, and

TV media to convey the message. Probably the most important medium we would use will be Social Media. There are more Facebook users in Nigeria than in South Africa, and Nigerians are more socially connected people, especially with the mobile devices to constantly stay in touch with one another. To leverage that we have set up a Facebook page for Core group Africa which is for the Apple community in the whole of Nigeria, and we have an iStore community for customers of that particular store. We would encourage Apple users in Nigeria to share their experiences with one another. We also believe that Social Media is something you don’t use to brag about yourself, you use Social Media and you turn your users to advocates of your brand and when people have had a good experience we ask them to share that experience with us on Facebook. Also, we are not afraid to tell people that have problems to come to us via the Social Media and we would in the eyes of the public try to resolve these issues and, again, share with the people what a pleasure it was dealing with them.

Considering that Apple is young here in Nigeria, what would you say is your experience so far? Have you encountered challenges?

The biggest challenge we have is the grey marketing. Some people look at it and say we are worried about it because there are price differentials with the product that comes in grey from the product we bring in officially. Quite frankly, that is not our concern, our concern is that we would like to educate the Nigerian consumers that from this point onward we would have a large number of Apple authorised resellers in Nigeria where they can buy the product with total peace of mind. As you walk into these stores you will know that you are getting the genuine Apple product. You will also see that it is a genuine product that has been approved for the Nigerian market by the NCC (Nigerian Communications Commission); not stolen nor has it been reworked. Also, our biggest challenge will to educate Nigerians to understand that these bold promises are true.

Apart from Nigeria, what other African market experience do you have?

I can speak authoritatively about the SubSaharan Africa. The key markets in the BrandiQ 27

DIALOGUE West are Nigeria and Ghana, in the East you have Kenya and Tanzania and in the South is South Africa. What is parallel in the East and the West is the fact that Kenya and Nigeria are the economic power houses.

Ghana and Tanzania, which are smaller economies, are rapidly growing and they tend to show political stability and high level of growth. What we find in Africa is the enormous desire of consumers to buy electronics to the extent that people in Europe and the US look at GDP (Gross Domestic Product) figures of Nigeria and Ghana, and feel there can’t be a lot of business to be done if compared with bigger countries. But what they are missing is that in an emerging market, the people tend to buy luxury items because they don’t perceive them as luxury items.

They meet very fundamental Spaandonk needs. I have been in Nigeria long enough to know the market. I this market in particular will be very big for came in when MTN just launched its operthose products. ations and a SIM card was sold at $150, and if you didn’t load airtime every week, your Some people think that Apple is an arSIM card would expire. Remember before rogant brand. Are they correct with this 2001, if you wanted to make an appointassertion? ment between Ikeja and Victoria Island, I think when people say that they confuse you had to send your messenger a couple of confidence with arrogance. I think the Aptimes across the bridge because the NITEL ple of Steve Jobs, had a very clear vision for (Nigerian Telecommunications Limited) the future. In highlighting some of that viline wouldn’t work. And there were only a sion, first you must understand that Apple few handsets in the country. Telecommuniis a company that asks itself why? cation has changed a lot and we think that was the first phase of mobility revolution in Why would we put up a piece of technolNigeria. But what we see today, for example ogy that customers don’t want and don’t in Nigeria, is that people don’t buy as many need? Some other technology companies laptops; hardly does anyone buy a desktop will say why not, if our engineers can invent in this country, but people also forgo lapit why not but in the Apple environment tops and immediately buy smartphones we start from the customers’ experience and tablets. One thing I have also observed, and then reason backwards, and say what when you go to the office of a CEO (Chief is it that I would want to do with a smartExecutive Officer) you will find that your phone or what would I want to do with a typical Nigerian boss sometimes does not tablet. Out of that came some remarkable have a personal system he works with. He products. Let us not forget about the iPod. has a secretary and assistant that types his The iPod was launched in 2001. At that time emails but he will have a Blackberry, an iPthere were other digital musical players but hone, a galaxy note and a galaxy tab. One of none of them worked as elegantly as the the things that set African countries apart is iPod. The iPod was connected to software the immediate jump into mobility products: called iTunes. When you copy a song from smartphones and tablets. We think that your CD to your computer, iTunes would BrandiQ 28

automatically take the music to your database. Didn’t you think that was magic that if you put a CD in your computer, iTunes would go online and tell you which was on the computer. How do you think they did that?

The information was not inscribed on the CD. There is a company called Grace Note that developed a data base that worked all of that.

How in the past would you get music from a CD or a digital music player? Apple solved that problem. You put into iTunes and it sucks the information; the title of the song and artiste of the song and that is elegant which made the iPod successful. Let’s look at the iPhone. In 2007, there were no phones with a touchscreen.

Remember when you can pinch, scroll and that was completely new but today others are copying it. Apple is not an arrogant but a very confident brand. Apple set the tone for other companies to follow. In the last 30 years a lot of the changes in the PC industry, cell phones industry, tablet industry, music industry were all set in motion by Apple.

Recently you launched two products back to back, talking about iPad Mini and iPhone 5, what is the strategic direction for doing this?

As the distribution company for Apple in Africa, we are not part and parcel of the strategic deliberation. What we can say is the constant circle of innovation of bringing out new products and sometimes people level criticism against Apple, that this product is not revolutionary. Sometimes it may be as a result of people that bought the iPad 2 a year ago and they may not have felt that the time was fair when the iPad 3 came out to buy a new iPad. And now we have the fourth generation of the iPad which is the iPad 4. I think consumers shouldn’t see anything sinister in it. It is just a continuous drive to innovate the product and to give people reasons to say we have renewed and upgraded the product. In South Africa or in

DIALOGUE Nigeria, we know that Samsung is a formidable player but if we look at the sales figure of all these companies and we relate them to the size of the population of Nigeria, there is so much room to grow. People have asked me before that I should worry about the position Samsung has in this market and I say NO. They are doing a good job but I think they are playing in a league that is somewhat different from Apple’s. Apple’s place is at the top of the market. I’m not saying it is only for rich people but I’m saying it in respect of performance, utility and designing of the products. So, if you as an individual happen to spend a lot of time with technology and its uses, you will build the sort of customers who will say ‘I want the best’ and they often end up with an Apple. So I will say Apple products are the best and I think if you look at reviews, no one will dispute that. What they saying about other product is that they are good but are much cheaper.

As regards your price mechanism, it is usually on the high side. Is it as a result of positioning or on the basis of quality?

What is the chief determinant?

It is not about brand positioning but rather it is the price for the product and to bring it to Nigeria, and we want to make it affordable as possible and get it into the hands of many people as possible. So the margin that we apply is very reasonable; if you look at the difference in prices in Nigeria and the United Kingdom, you will find out that the price difference is not much. There are some factors that determine the pricing of a product and I think we need to educate the users about that. What have a massive impact of the pricing of a product in a country are the import duties, taxes that are levied and VAT that you are to pay. So it is very difficult in making prices because it has certain distorting factors bringing it into Nigeria. We are trying as much as possible to get the product to the hands of everyone. At the same time if we compare the finishing of an iPhone to that of its competitors in terms of the production, you will realize that Apple is ahead. Do you know that quite some time now Apple has been one of the cheapest providers of technology in the United States –for an iPhone, you pay just $200. So the perception people have around Apple that it is expensive is not correct. I think it is a perception you need to fight. Now if you look at iPhone in Nigeria, the way you use iPhone in the United States

is part of a contract package and just $200.

Then, you pay for a month’s subscription which includes data, voice and SMS (Short Message Service).

What is your message to the Nigerian customers as far as Apple is concerned?

The key message I want to pass across is: “Thank you very much Nigeria”; you love Apple already but we are now coming out to the market to give you peace of mind and through a channel of Apple re-authorized sellers so you can now have peace of mind that the products you are buying are genuine. There is no longer any reason not to buy from the official channel.

are going to apply same in Nigeria.

Where are your business outlets in Nigeria aside from Lagos and Abuja?

Etisalat is coming on board. The company has 59 stores around the country, and it calls them the “Experience Centres”. These are the places people can buy Apple products. We are also discussing with more sellers whose names I cannot because we have not signed any real contracts. But before the end of the year, we will sign another 25 retail points of sales and before the first quarter of 2013, we will have 25 more to make up 50 retail stores.

That I think is a lot.

Nigerians are very concerned about investment and some companies are still skeptical about doing business in Nigeria. So what is your advice to such organisations?

Well, I have been in Nigeria for 10 years and I’m flattered by your question because travelling to Lagos and seeing the infrastructure, coming to Lagos and seeing all the shopping malls, what stuns me is that Nigeria is one of the world fastest growing economies. My advice to all brands is, please come to Africa and set up shops because you don’t realize how popular your brands already are and many companies have the same issues we had before. Your brand might be very popular but you need to be there to support your brands. We are very excited about Africa.

Nigerians like businesses with a human face. Beyond buying phones, iPads and so on, what other things can we expect that can grow the relationship between Nigerians and your brand?

One of the programmes that our company is designing is iSchool Africa. It is a programme about trying to bring up products in technology, and through the world practice through education. So that learning accelerates and education accelerates. Our programme is putting technology as secondary; we are not just leaving the teachers to teach them about technology but rather we are also there with them to teach them. So how do we fund that? We have created a CSR project that will take us to an oil company, for example and say if you want to do good in any of your region, we will enter into a sort of agreement with you where we will give technology as facilitators and then you support. We have done this very well in South Africa and we

Spaandonk BrandiQ 29

MARCOM TUTORIALS MARKETING, PR, ADVERTISING,MEDIA AND BRANDING

“The educated differ from the uneducated as much as the living differ from the dead.” -Aristotle

Dear Reader, Marcom Tutorial - a special BrandiQ instructional package is facilitated by some of Nigeria’s leading light in the marketing communication industry. It aims to support students in tertiary institutions, discerning learners and fresh entry professionals, who desire to add to what they are taught in school or what they already know. It will also offer an effective handle to students into the practice and business of marketing communications, using such platforms as: Workshops, Seminars and Conferences. Students and young professionals are encouraged to take advantage of the Marcom tutorial programme. I hear students nowadays do not enjoy reading; in most part they enjoy amusements, entertainment and chatting. But, it is not just students of nowadays. The world has always been full of people who enjoy reading and those who don’t. Though, those that do lead and those who don’t wonder. Listen to Voltaire: “Let us read, and let us dance; these two amusements will never do any harm to the world.”

It burns the heart to know that, so many people do not know what they ought to know, just because, they deny reading what is available to help them know.

Co-ordinator

Desmond Ekeh

meet the tutors

Idorenyen Enang

Phil Osagie

Bola Akingbade

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BrandiQ 30

info@brandiqng.com. www.brandiqng.com

Joko Okupe

MARKETING Principles of Marketing

process is incomplete.

• Understanding Approaches to the study of Marketing • Understanding Marketing Environment, Using PESTLE Format

Institutional Approach In institutional approach to marketing, concern is on marketing institutions and the role they play in marketing activities.

Here, we talk about institutions such as banks, insurance companies, media houses, transport, etc., as support institutions to marketing. These institutions support the marketing efforts of manufacturers, wholesalers and even retailers. Now consider a situation where a manufacturer of a product has to produce goods and he does not have the finance to do so. He can go to the bank to seek funds to kick-start his production. After this, he needs an insurance company to secure the goods in case of theft or fire outbreak.

Approaches to study OF Marketing In the maiden edition of this magazine, we discussed the origin of marketing, meaning of marketing, functions of marketing and marketing mix otherwise known as the 4ps (Product, Price, Promotions and Place).

In this edition, we will discuss the approaches to the study of marketing, and marketing environment using PESTLE format. As students who may want to make a career in Marketing, it is important that you have a good understanding of marketing approaches and its environment.

Marketing starts by defining the target market and focusing on the needs of the target consumers that have been identified.

When the needs of consumers are met, the business makes profit in the process. The approach to the study of marketing can be discussed under the following headings: Commodity Approach In commodity approach, marketing looks at how, through product planning a product is produced by the producers.

From this point, the product is moved to the warehouse. The product goes to the wholesalers, and from the wholesalers to the retailers and finally to consumers. If the product does not get to consumers, the

of all the other approaches of marketing to arrive at a final decision. Areas where marketing decision is involved include the nature of product design, product distribution, pricing, how to market the products, advertising, etc.

Conclusion Marketing is embedded in certain approaches such as commodity approach, institutional approach, systems approach, and decision making approach. The understanding of these approaches and their elements is very important to marketing professionals as well as those willing to make a career in marketing.

Understanding Marketing Environment using PESTLE Format

Then transportation is equally needed to take the goods to where they are demanded, and this effort is further supported by the media to create awareness about the product in terms of advertising. Without the availability of these institutions, marketing efforts will not achieve the desired results.

Systems Approach A system is an interrelated units joined together to form a group. Under the systems approach in marketing, we are examining how units in product chains contribute to the success of marketing efforts. For instance, information flows from the consumers to the suppliers; and then to the firm or producers concerning the kind of products consumers need in the market.

This is why it is important to have a feedback mechanism in every marketing activity. Market research comes in here that deals with getting accurate information on what is needed in the market. This will make producers to meet consumers’ expectations in terms of designs, quality, packaging price, etc.

Decision Making Approach or Management Approach Decision has to do with making a choice or taking a stand on something. Decision approach in marketing is a combination

There is nothing in this life that does not operate within a particular environment.

The community in which a person lives is an environment. The animals that we see operate within a particular environment as well. An environment may have a positive or a negative impact on whatever we do.

Businesses all over the world equally operate within certain environments that can affect them positively or negatively.

So, having a proper understanding of business environment is very important. The PESTLE format could be used in understanding the environment a business operates in. For this reason, we are using it to understand the marketing environment. The PESTEL framework is broken down into six main types: Political, Economic, Social, Technological, Environmental and Legal.

BrandiQ 31

MARKETING

Political Environment Political environment has a very strong influence on marketing and marketing decisions are seriously affected by developments in our political environments. Here, we look at how the political situation of a place and happenings will affect marketing of goods and services, prices of goods, transportation and product delivery. For example, political marketing on the media is likely to influence the business of marketing of products on the media in terms of increasing cost of advertising. Besides, an area prone to a high level of political instability will have a negative impact on the 4Ps of marketing such as pricing, product (purchase level) promotions such as experiential marketing, personal selling, and place (the level of distribution of products).

Economic Environment Economic environment draws marketing attention to micro and macro-economic trends relating to price, level of inflation, purchase power of people, purchase pattern of consumers, unemployment in the economy, living standards of people, in-

come level, and government policies on the economy that will positively or negatively affect marketing performance. If a company is into import business, marketing professionals must have a clear understanding of how variables such as inflation and value of the Naira are likely to affect the business of marketing.

Social Trends Here we look at how social beliefs and social happenings affect marketing performance; for instance, the need to socialise on the New Media has positively affected the use of social media platform for marketing of products and has created opportunities for brand owners to market their products mostly on youth segment of the market.

Technological Environment Here, we look at how changes in technology will affect marketing performance, e.g., new innovation in colour production will have positive impact on product packaging that will appeal to consumers.

The New Media opportunities created in the Internet through technological innovations have opened up the channel for

marketers to reach out to people through different media platforms.

Legal Environment Marketing activities and decisions are strongly affected by developments in the legal environments. Here, we look at how laws made by government and other regulatory bodies can positively or negatively affect the business of marketing. In Lagos State for instance product owners and marketers must comply with laws made

by Lagos State Signage and Advertisement Agency (LASA) in order to operate in Lagos environment.

Environmental Environment In today’s business, environmental issues are a major concern for both the government and other stakeholders. Our environment needs protection. Marketing activities could be seriously affected by environmental issues. For this reason, marketing activities must take into consideration our environment when taking decisions because in today’s business world, corporate social responsibility (CSR) in terms of environment can be a platform to market products and win consumers’ loyalty and patronage. Example MTN has strongly used CSR to win consumers’ patronage among telecom companies in Nigeria.

Conclusion Marketing either from the discipline point of view or from the business can be viewed from different approaches as well as operates under certain environments known as PESTLE. Proper understanding of these approaches and environmental trends by professionals in the field of marketing will aid the achievement of marketing goals.

An assignment: Applying the PESTLE format, discuss how it can negatively affect the marketing of a product of your choice. Your answer should not exceed 800 words.

First prize -Ten thousand Naira worth of recharge cards. The two other best written answers will get 3,000 Naira worth of recharge cards.

Written answers should be sent to: info@ brandiqng.com

BrandiQ 32

PUBLIC RELATIONS Outline: • Relationship & differences between Public Relations & Advertising as tools of marketing communications • The power of Public Relations in marketing communications

In the course of teaching Public Relations course, one of my students asked me: Sir, is there any relationship and difference between Public Relations and Advertising as tools in marketing communications? In a reply to his question, I made him to understand in a nutshell some of the basic areas of relationship and differences between the two.

Having been able, in the first edition of this magazine, to give a historical background of public relations, the meaning of public relations, areas of public relations practice, and lastly the steps to ensure a successful PR campaign, effort is now to discuss the relationship and differences between Public Relations and Advertising and the power of public relations in marketing communications.

The Relationship between Advertising and Public Relations Both PR and advertising are marketing communication tools: Marketing commu-

nications refers to the means by which firms make attempt to inform, persuade and remind consumers through direct or indirect means about products, services and brands that they sell or market to consumers.

Although some people often regard advertising as the only tool of marketing communications programs, it is important to state here that advertising is not the only one, as public relations is equally one of such tools.

Other tools of marketing communications include sales promotion, events and experiences, direct marketing and personal selling). Depending on the situation, a company may decide to use any of these tools. So, public relations and advertising are modes of communication in marketing communications. However, my discussion on other tools of marketing communication is for subsequent editions of this magazine.

Building credibility to brands and services etc.: Public Relations confers credibility to brands and services by third-party citation through mentions in the media or commissioned stories. Mention in the media seems to give a brand, services, a company or person instant legitimacy as people tend to believe and trust what journalists say about a company, product, or a person.

In as much as public relations confers credibility to brands, companies and individuals, so is also advertising.

In case of advertising, advertisers are fond of using celebrities to advertise brands, services, etc., because of their famous attributers such as beauty, courage, athleticism talent, power, skills, to show the attraction for the brands they endorse. The continuous association of a brand with a celebrity tends to give the brand some element of credibility and may automatically convince consumers to think that the brand has possessed the attractive qualities that are similar to those of the celebrity.

Importantly, consumers may accept a brand and give credibility to it just because they like the celebrity that has endorsed the brand. One disadvantage here is that if in the course of endorsing a brand, a celebrity is convicted of a crime, it may give the brand a bad image that may lead to the cancellation of such an endorsement. The case of Tiger Woods is a clear example where his alleged infidelity led to the cancellation of some of his brand endorsements. Other examples abound.

Cutting through clutter: Sometimes ads

Accenture dropped Tiger Wood as its brand ambassador.

have hard times to get noticed by target audience or consumers. To break out of this clutter, a company can embark on PR activities such as feature articles - favourable articles aimed at enhancing a positive image for the company and its product. A syndicated press interview –an interview granted by the Managing Director/Chief Executive Officer of a company in selected newspapers, soft sell magazines or brand magazines bordering on the company, its products and activities in the areas of CSR. Trade Launch: a forum with key distributors and retailers to introduce a new product to encourage stocking. In case of advertising, for brands to break out of media clutter mostly on television - the case of Nigeria, for instance, big brands have created exclusive media zones for themselves through entertainment reality shows such as Who Wants to be a Millionaire? Maltina Dance ALL, Gulder Ultimate Search, Nigerian Idol, and MTN Project Fame, etc.

What these reality shows do to big brands is to make them remain visible to the target audience. But, in the process, they have succeeded to increase media cost for small brands thereby causing media inflation.

Set up to make money: Both PR and advertising agencies are set up to generate money for owners. Running successful PR campaigns about brands can generate millions of revenue to the PR company likewise running advertising campaigns on radio, television, newspapers, magazine and New Media.

Target audience: Public relations and advertising are similar in the sense that both want to convey a message to client’s target BrandiQ 33

P U B L I C R E L AT I O N S

audience, using selected media channels or platforms. Common communication platforms used in PR include - writing of articles, press releases, blog post, a tweet, etc.

Common communication platforms used in advertising include print and broadcast ads, loose inserts, posters and leaflets, pitch panels, point of sales materials, billboards, motion pictures, etc.

The Differences between Public Relations and Advertising Many people who are not deep in market-

ing communications business tend to believe that PR and advertising play the same role. Even though both complement each other, PR and advertising have completely different roles in marketing communications. They differences between the two are examined below: Concept: Public relations is a strategic communication process that aims at building a symbiotic relationship between organizations and the public through articles, press releases, speeches, charitable donations, etc. Advertising, on the other hand, is creating paid messages about brands, goods and services using different types of mediaprint, radio, TV, outdoor, and online media.

Control of message: PR has limited control of the media. Once a story is sent to journalists in media houses, they have control over it. They may decide to publish the story that day or on a later date. But in advertisement, one has the ability to control advertisement regarding which media channel and time it should appear.

Style of Writing: In Public relations, the BrandiQ 34

style of writing is strictly in a news format because a style of writing depicting commercial messages may be disregarded by the media. However, in advertising, buzz words such as: buy this product while stock lasts, call now to book you copy are used to motivate, persuade and appeal to consumers for action against the advertised products or brands.

Duration of coverage: In public relations, a PR company can send a story for a number of times to journalists who will publish the story in different formats in many mediums.

This affords the target audience the opportunity to have the information differently in the mediums used. Whereas in advertising, clients can pay for an advertisement in the media as many times as possible provided their budgets allow.

Credibility/Believability: Public Relations tends to have some element of credibility and believability than advertising because PR provides information in form of newsworthy stories for media houses so that they can write an article about a product or business. When an article is written by a journalist, its content will be from the angle of a third party endorsement. This allows the target audiences the opportunity to see the article with more credibility than advertising messages which target audiences sometimes see it as an attempt to sell something to them.

The power of public relations in marketing communications Some people are still of the opinion that public relations is just to give publicity. But this is a wrong notion. At this point, it is imperative to bring to the fore the power of public relations as a marketing communications tools such as: • Assist in the launch of new products by way of creating awareness and making the product to look different from others in the market. This is why big brands look for the services of PR agency during new product launch.

• Position/ reposition an already existing product in the market through feature articles to show case the positive side of the product.

• Make people have interest in a particular product through partnership with the media and journalists • Build the corporate image of an organization by overcoming negative public perceptions about an organization.

Conclusion Many people, perhaps out of ignorance, claim that public relations and advertising play the same role for their businesses such that if advertising platforms are exploited there is no need for PR. Even though the two complement each other and have relationships in some aspects, PR and advertising have different roles to play in businesses. So as a business, you need to consider how the two relate and differ from each other to be able to determine which approach is the better to achieve the business objectives.

The approach one chooses will depend on the type of message that is to be communicated. But the most powerful method of communication in marketing communications is when advertising and public relations are used together as part of a strategy in an integrated communication campaign.

Right from the middle of the 19th century, public relations leaped from being a tool to create only publicity to businesses to exercising of more robust functions in marketing communications such as assisting in a new product launch, positioning and repositioning of an existing brand, commanding people’s interest to particular product, building the corporate image of an organization to solving bad public image about a business, etc.

An assignment: As a student of Public Relations, with not more than 800 words, discuss five (5) different platforms that you can use under PR to project the image of a product of your choice.

First prize will receive 10,000 Naira worth of recharge cards. The two other correct answers will receive 3,000 Naira worth of recharge cards. Written answers should be sent to: info@brandiqng.com

ADVERTISING Principles of Advertising Outline:

• The Basic Functions of An Advertising Agency in Business • Application of Account Planning in the Advertising Agency

The Basic Functions of an Advertising Agency In the first edition of this magazine, we took you through the origin, meaning, functions, different advertising media and the difference between advertising objectives and marketing objectives. In this second edition, we consider it important to take you through the basic functions of an advertising agency in business and how account planning is done in an advertising agency.

When I joined an advertising agency very many years ago, I came across the word “Account ” Then, my mind quickly went to the usual accounts customers have in various banks, and the procedure to open those accounts, only to understand that it was the businesses or various brands of products that my agency handled/worked for.

So, at any time you come across the word “Account” as it relates to advertising, know that such refers to a brand of a product, an organization, etc., that an advertising company or a PR agency works for.

Now consider this: Mr. XYZ is in the business of producing a brand of biscuit and he wants an effective advertising campaign

about his brand of biscuit but he does not have the skills to go about this. What do you think he should do? The answer is simple -he has to seek the services of an advertising agency.

An advertising Agency is a business organization in the advertising profession with the skills to provide value to clients through creative services, designs, campaigns, etc. Since the market has various products, what product owners normally do is to meet an advertising agency to come out with a professional way of sending out messages in various ways that will appeal to consumers for purchase trial and patronage for their products. “This is a campaign.”

A complete advertising agency performs at least four basic functions for the client’s business namely:

that will help the client to reach its target audience. The media planners are responsible for developing overall media strategy that will make the advertising message get to the target audience at the right time. In doing a media strategy, the media planner must first understand the type of product and the target audience for the product, the media habits for the target audience, type of programmes they are likely watch, and the time of watching such programmes before going ahead for the media strategy. In big agencies, there is the media director that the media planner reports to. Also, we have Media Independent agencies. These are autonomous media-buying agencies with the responsibility of buying specific time within a particular media that has been selected by the media planners and approved by the client.

Creative Services In the creative department of an advertising agency, we have copywriters, creative executives, and creative directors, etc. They are responsible for the development of advertising copy and campaign to serve the interest of clients. Creative services as stated here stand for sample of television, radio, press, outdoor, press, stickers, etc., that are visualized to show how the original work will look like.

Research Services A full advertising agency has a research unit or department with a research person who, from time to time, supplies the account planner/media planner with research information that will aid the advertising campaign to achieve the desired objectives.

Three ways of measuring the success from the concepts and plans developed from account planners are by the research person doing a pre, on air and post-campaign evaluation studies.

For the TV, it is a script and a story body (a story line of the written script in pictures) Radio requires only script. Outdoor in any form requires visual. Press requires a layout, etc. These are presented in word and pictures to support advertising campaigns to achieve set objectives.

The Pre-exposure study Pre-campaign studies aimed at researching further and fine-tuning concepts and strategies. In most cases, rough materials are used. The aim is to ascertain the level of some variables in the campaign objectives which the campaign aims at improving upon after exposure.

Media Services This is a section or department in an advertising agency charged with the responsibility of selecting the best media

On air Test On air test is carried out to evaluate the progress made by a campaign that is ongoing. At this level, one may come across one thing that may not have been noticed during the pre-campaign stage to further help the campaign achieve its objectives.

Post-Campaign Evaluation BrandiQ 35

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Post-campaign evaluation is conducted to determine the performance of a campaign that has been carried out. A typical evaluation study can focus on: • Brand advertising awareness - to find out the level of consumers awareness of the brand among competitors.

• Brand message recall -to find out if people can recall the message contained in the advertising campaign of the brand.

• Brand rating - how the brand is rated among competitors in the market and many other brand health indicators.

Evaluation is important because it serves as a guide to measure the effectiveness of a campaign in advertising.

Account Management The account management acts as a link between the client and the agency. In account management, there is an account manager that provides the link so that the client does need to deal directly with various departments in the agency. We also have account executives that are involved in day-to-day contact with brand managers and other client personnel.

Application of Account Planning in the Advertising Agency Campaign Planning Campaign planning is the process of organizing ideas and producing concepts to execute an advertising campaign to draw the attention of the target to a product. The campaign planning process as coordinated by an account planner involves sourcing a lot of information which requires research technique.

In campaign planning, the following information is essential and must be provided by the account planner.

1. Characteristics of the brand/The brand make-up: When a product, service or idea is up for advertising, the first thing to try to understand is the make-up. If it is a brand, the things to find out are: what type of product is it, how is it formulated, what it is meant for, how it tastes, the colour, what the size is, its price, who are the target audiences, etc.

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2. Competitive Analysis: In this analysis, the planner must source information on the following areas: who the competitors are; how they are positioned, how they are different; and the competing edge they have in the market.

It may equally be important for the account planner to provide information on what competitors have done in terms of offering in the past.

3. Previous Advertising: This segment explains the previous advertising activities of a brand, how they were done, and the materials that were used. The essence of doing this is to guide communication strategies.

4. Target audience definition: Target audience definition is an important aspect of campaign planning. If the target audience is not supplied by the client, the account planner must look for a way of defining the target for a product or service in focus. Proper definition of target audience helps the media planner to know the best advertising vehicle to use and when to use them. The important ingredients to note in target audience definition are: • Demographics: This defines the target audience based on such variables as sex, age, income, occupation, social class (A, B, C, D, and E) and residents.

• Life Style or Psychographics: Definition by lifestyle takes a look at how the target audience is likely to behave.

Adjectives such as trendy, sociable, upwardly-mobile, aspirational, expressive, outgoing, fun loving etc. can help to define the target audience more.

We have the primary target (The first group of people the campaign is targeted at) and secondary target (a group of people whose degree of purchase is not rapid). The brand character and brand positioning must go in line with the character of the target audience in order to have a good fit by way of message reception, understanding and action. Brand character statement can be: • The brand is delicious.

• Rich in protein, vitamins, etc.

Brand positioning statement can go like this: “XYZ” is a brand of noodles that serves as a real meal or stop gap for real meal - that gives satisfaction and nourishment for consumers.

Campaign planning is not complete if marketing, advertising and media objectives are not properly stated as the case may be.

Advertising objectives can be stated thus: • To increase level of awareness from 1025% • To inform and aid brand trial for adoption • To encourage brand patronage and switch Marketing objectives can have statements like: • To increase market share from 15-30% • To improve the demand of our range of products from 20-25% • To expand consumer profile to include high net worth individuals in the A&B socio economic classes.

Media objectives on the other hand can read thus: • Create 60% awareness for the brand in the first 6 months of launch.

• Use the right media mix to reach 65% of the target audience with the brand within 6 months of launch.

• Use suitable media to connect with target audience and persuade them to try brand.

Conclusion The business of advertising as a profession has come to stay in Nigeria through the establishment of advertising agencies. An Advertising agency as a business firm performs four basic functions to a business or a client by rendering creative services, media services, research services and account management. A careful execution of each of these services enables both the clients and the advertising agency to achieve set objectives.

Similarly, when an advertising agency gets “a brief” (an intended job to be done by the agency) the execution of this job starts from account planning to provide the necessary direction to achieve advertising objectives.

An assignment: Using only 800 words, discuss five factors that you think have affected the advertising industry in Nigeria.

First prize -Ten thousand Naira worth of phone recharge cards. The two other best written answers will get 3,000 Naira worth of recharge cards. Written answers should be sent to: info@brandiqng.com

MEDIA OUTLINE •

Media Scene in Nigeria

The Nigerian media has had a very long and vibrant history which many people don’t realize. In the 1930s and 1940s, Dr. Nnamdi Azikiwe was already publishing very important journals such as the Comet, West African Pilot etc. These were organs were used to fight against colonialism in the country.

In 1926, the Daily Times was established. In 1949, Nigerian Tribune was established and these are still there in one form or the other.

The media today has become a very strong platform for communication not only in Nigeria but in the world over. For this reason, knowledge of media scene in Nigeria from marketing communications perspective is very useful for students and practitioners in the industry. Media scene refers to the composition, and communication opportunities in the media industry.

The media scene in Nigeria consists of the following: • Traditional media or above-the-line such as TV, Radio, Press, Outdoor, Cinema.

• Non-traditional media or below-the line, such as posters, danglers, flayers etc.

• Online media-Internet, SMS. Current Issues in Nigerian Media • Media Cluttering- there is media cluttering which happens around prime zones as a result of stiff competition for big spenders to create exclusive zones for themselves just like what MTN does through Project Fame, Maltina with Maltina Dance All, etc.

• Audience Fragmentation- Audiences are more loyal to different programmes on stations than being station loyal.

Besides, most Nigerians tend to watch programmes and football matches on DSTV, than Nigerian stations owing to lack of clarity and too many adverts during matches.

• Media inflation- The race to get hold of prime zones has led to media inflation caused by big brands that are ready to spend huge amounts of money especially those in the telecoms and FMCGs to remain visible to customers and target audience.

• Regulations- Government regulation is getting stiffer on a daily basis. Outdoor in Lagos is an example, where bill board owners have to go in line with Lagos State Signage and Advertisement Agency (LASSA) regulations before erecting billboards. This has spread to neighbouring states.

• Party influence- Political parties in Nigeria tend to have great influence on newspapers in Nigeria to champion party ideology or to use them as tools to attack the government in power.

• Government influence- Governments, mostly at federal and state levels, have strong influence on federal radio and TV stations; as well as on state-owned radio and TV stations. Government owned radio and TV stations slant their news stories to project government interest.

• Low research in programme ratingThe media industry is still low in terms of media research. Most schools

in Nigeria lack the needed books and academic professionals that can help students in media research.

• Dearth of quality manpower in media strategy, planning and buying- Media communication schools do very little in the area of training graduates up to the expected standard for employment in these areas.

• Poor public power supply affects viewership of TV – People now watch important programmes like football and entertainment TV reality shows, as against other programmes.

Media Landscape in Detail Television Segment There are over 140 TV stations in Nigeria.

Nigerian Television Authority (NTA) is the only true national network station in the country with over 90 stations nationwide.

Silverbird has been granted a licence to operate another national network. It has 4 stations on its network. There are 29 state owned TV stations and 15 private stations.

On satellite stations, there are about 4 direct to home satellite platforms. DSTV - 40 channels, HiTV with 20 Channels, Daarsat with 30 Channels and GOTV with 30 Channels. Channels TV is trying but Channels is one against 139 others. Many people outside Lagos and Ogun find it difficult to look up to Channels TV. The impact of the private media is very minimal outside major cities in Nigeria.

Popular TV programmes Sports on TV are mostly male franchise, followed by drama. News is male and female franchise. Soaps and talk shows are female franchise; game shows male/females, musicals-male and females, cartoons-male and

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females, comedy-male and females, foreign movies -male and females. Monitoring/compliance is done through Media monitoring Service MMS and Media Trak. Production splits- English, Pidgin and Vernacular.

Television characteristics -Television is a good advert opportunity for top players in different sectors.

-It offers strong visual impact for product demonstration.

-In television, reach across target audience is high.

-Advertising on television is costly and is prone to media inflation.

The Radio Segment There are over 110 radio stations in Nigeria with 1 Federal Network (FRCN) with 26 stations. 60 are state-owned stations on (AM and FM band), 35 privately-owned stations, 26 community/university-owned stations. Unilag FM was the first in 2005.

Community stations have very limited window to run commercials. Monitoring/compliance is done through Media monitoring Service (MMS) and Media Trak. Production splits- English, Pidgin and Vernacular.

Radio characteristics -Radio is a good medium to reach audience in urban and rural areas.

-Commercial rates charged by radio are relatively lower.

- Lower cost to reach a large segment of the target audience.

Print Segment • Newspapers: There are over 90 titles of newspapers that come on a daily basis, midweek/weekend, news, sports, business entertainment etc.

• Magazines: There are over 45 titles on weekly and monthly bases, news magazines/entertainment, business /sports, foreign/ international titles. Monitoring is done by tear sheets. Production splits is local and foreign 50:50, mostly in English.

Print characteristics -Press is a good advert opportunity to reach corporate organisations.

-Reach and readership is low in the low segment of the social class.

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-Radio is prone to media inflation but it is good medium for consumer education.

Circulation is a serious issue in Nigeria.

Outdoor Landscape There are about 124 registered outdoor firms managing about 20,000 boards all over Nigeria. There are stringent conditions for operators from government agencies.

Formats of outdoor mostly used are: -40sheet -48sheet -96sheet -Backlit (4mx8m) -Wall Drapes/Branding -4mx8m Conventional -Spectacular (back-lit & front-lit) -Others Outdoor characteristics -Cost is getting higher everyday.

-Good reminder of people out of their homes for brands.

-Prone to government regulation like Lagos State Signage and Advertisement Agency (LASSA) in the case of Lagos.

New Media Landscape We have different segments of the new media such as: • Internent- Yahoo, Facebook, Youtube, Google, Ask.com, myspace.com, Friendstar etc.

• Online newspapers edition like Guardian, Punch, Thisday, Sun, The Nation etc.

• SMS: MTN, Glo, Airtel, Etisalat, with more than 80million subscribers.

• Online Radio and TV stations- Cool FM, Wazobia, Channels, AiT etc.

Online media characteristics -Usage and penetration of online media is growing in Nigeria.

-Opportunity for interaction is high especially among the youths.

-Opportunity to get feedback is high.

Emerging Trends/Opportunities • There is increase patronage of viewing centres across the country to watch football matches on DSTV especially the English Premiership Leagues.

• Brand activities are woven around viewing centres especially during major soccer events like Champions

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League Cup final and EPL. In other to stay out of media clutter, brands now create exclusive media zones for themselves through sponsorships. E.g. Maltina Dance All, Gulder Ultimate Show, MTN Project Fame etc.

Digital broadcasting to take broadcasting in Nigeria to an international standard by 2020.

More TV and radio stations to open in Nigeria.

There is increased use of digital platforms by brands which is easy to manage and control.

Cinema culture is firmly taking roots in the country with Silverbird and others opening outlets in major cities.

Big shopping malls like Shoprite and Cash and Carry are offering opportunities to reach audiences indoor.

Regulations on outdoor though is costly, increases the visual impact of outdoor and the opportunity for people to see out of their homes.

Conclusion Media scene in Nigeria from marketing communications looks at the composition and opportunities in Nigerian media industry. Media channels of communication have become very useful platforms for the government, brand owners and the entertainment industry- to the extent that, without these platforms, these sectors can hardly disseminates information to their audiences and intended ones. Proper knowledge of media scene from the marketing communication point of view goes a long way in helping students, media trainees and media executives in media communications to take up challenges when the need arises.

An assignment: Having read this piece, in only 800 words, discuss how your comprehension of media scene has helped you to understand the operations of media industry in Nigeria First prize-Ten thousand Naira worth of recharge cards .The two other best written answers will attract 3,000 Naira worth of recharge cards.

Written answers should be sent to: info@ brandiqng.com

BRANDING Outline:

• Understanding the concept- a Brand & Brand Needs/Benefits • The Role of Brands to firms and consumers

In the first edition of this magazine, I took you through the historical perspective of branding, meaning of branding, functions of branding and brand image. It is my belief that you must have gained one or two things in the previous discussion. In this edition, it is my pleasure to let you know what a brand is, brand needs/ benefits, and the role brands play to firms and consumers. A woman came into my office some years back; and as we were discussing, she told me that her husband as the best gift she has got.

I then paused and asked her: what are those things that have distinguished your husband from others? She replied: My husband is simple, truthful, supportive and above all faithful. Not every husband possesses these features of the woman’s husband in question. “Being Simple, truthful, supportive and faithful has distinguished the woman’s husband from other husbands in the market.”

So, from the standpoint of a product, a brand refers to a product or service with certain features or attributes that differentiate that product or service from those of the competitors in the market meant to satisfy the same kind of needs.

Take, for example, in the soft drink market in Nigeria, we have Coca-Cola with other family brands such as Fanta, Sprite, Limca, etc. and 7UP with its family brands such as Pepsi, and Mirinda. Although Fanta and Mirinda offer the same need which is to quench thirst, there are basically some features that distinguish these two soft drinks from each other. It could be the taste or the colour of the drink. I leave you to do the home work by yourself. The established differences between these two soft drinks but offering the same kind of need make them to be brands.

Brand Needs/Benefits A brand can be positioned to offer either functional needs, symbolic needs or experiential needs as discussed below: Functional Needs/ Benefits: Functional needs or benefits of a brand attempt to offer solutions to consumers’ problems or potential problems by communicating the message to them that the brand has that specific needs or benefits capable of solving that problem confronting them. A brand can attempt to provide the functional benefits of safety, security, faster delivery time, convenience, good health, to consumers or members of the public. For example, the functional benefits of First Bank is to provide “safety and security” for customers’ money.

Symbolic Needs/Benefits: Symbolic needs or benefits of a brand are to bring about self enhancement of consumers and belonging to a certain group of people. Those that market personal beauty products such as jewelry, alcohol, beverages, and cigarettes frequently appeal to symbolic needs. Rolex watch, for instance is directed at self-enhancement of users.

Experiential Needs or Benefits: Experiential benefits attempt to provide excitement, pleasure and cognitive stimulation to consumers. Brand management directed at experiential needs always promotes such brands as looking elegant, wonderfully made in order to stimulate ones desire for it. For example, most superior cars are promoted to provide excitement and pleasure to stimulate people’s desire for such cars.

It is important to know that brands can offer a combination of functional, symbolic and experiential benefits. But experts in brand management have warned that it is more useful and beneficial to present a brand with a single type of consumers ‘needs or benefits (functional benefits, symbolic benefits, experiential benefits) instead of attempting to make brand for everyone (a generic kind of brand). This is because of the fact that a generic kind of brand is difficult to manage as it will be competing against some brands that offer specific benefits. At the same time, when brand has a mixture of benefits, it becomes difficult for consumers to really know what the brand stands for and what its characteristics are. This is the reason why brand managers need to carefully manage their brands so as to enhance brand value (Brand Equity).

The Role of Brands to Firms and Consumers Today, brands have played very important roles to both firms and consumers. In this discussion, an effort is made to look at firstthe role of brands to firms followed by the role of brands to consumers.

The Role of Brands to Firms Identification of source of products: Brands stand to identify the market or source of a product and allows consumers the opportunity to establish a responsibility to the manufacturer or distributor of a particular product. For example in Nigeria , Coca-Cola products are marketed by Nigerian Bottling Company and if in the process of consuming

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Coca-Cola products a consumer suffers any health problem, such a consumer knows who to hold responsible. Without brand that differentiates one product of a firm from the other, this will not be possible. Besides, a brand also enables consumers to evaluate a company’s product from the other company in the same product category in terms of which one satisfies their needs and which one does not. A brand that offers much satisfaction over competition normally wins consumer patronage and loyalty. Brand loyalty can create a barrier for other firms coming into the market. Brand loyalty can bring about the willingness of consumers to pay a higher price for the brand and in the process, increase the revenue of the firm Offering of valuable Benefits: A brand offers a firm the legal right and protection over products in its product portfolio. Coca

- Cola Company, for instance, has the legal right and protection on all the products in its product portfolio as no other firm can register any product with the name-Coke, Fanta, Sprite, etc. Similarly, the brand name Coke has protection through registered trademarks (a trademark is a brand which the owner can claim exclusive legal protection but a trade name identifies the company with the product. The Coca-Cola Company, for example, is a trade name, but Coke is a trade name of the company) .The manufacturing process of a brand is protected through patents (the official right to be the only one to make or sell a product) and its packaging is protected through copyrights and designs. These intellectual property rights ensure that the firm that owns the brands invests in the brands and reaps financial benefits for the owners and the firm.

Creation of Satisfaction and trust: Brands help to create sense of satisfaction and trust to customers. This sense of satisfaction and BrandiQ 40

ness men. These expensive cars give them the status or image of belonging to the elite class in the society.

trust bring about sustained patronage on the part of customers to the brand. Take, for instance, the Banking industry in Nigeria. First Bank plc as a brand has been in existence for more than 100 years now. As a brand, it has been able to win customers’ satisfaction and trust by offering strong security and safety to their money. “If you bank with us your money is safe and in good hands.”

The Role of Brands to Consumers Identification of a product: A brand helps to clearly identify a product and explains why a particular product is different from others in the market. It helps a consumer to take a decision regarding which product to buy in the market that is full of similar products. Take, for example, Mr. A goes to a drug store and the seller offers him just any brand of Panadol but he insists that he wants Panadol from GlaxoSmithKline. Mr. A wants GSK brand of padadol because he can clearly identify it from others in the market and also knows that there are certain things that make this brand of Panadol to be different from other brands of Panadol in the market.

Communication of certain values: There are certain brands that serve as a means of communicating certain values to users or consumers. The Maggi brand of seasoning for instance seems to communicate the values of good cooking to every woman. If any woman opts for this brand seasoning, it invariably means that she has identified with the values of good cooking.

Creation of an image for a consumer: A brand can create an identity or image for the users. Users of a particular brand of car for instance can communicate to the public that they belong to a certain class of people in the society. For example in Nigeria, if you see people in various models of expensive jeep cars, the image one may have is that they may likely be politicians or top busi-

Unlocking of great opportunities and acceptance/recognition: A good quality brand can help open up opportunities in terms of helping the brand achieve international recognition, acceptance and expansion. Take for instance brand of cars such as Toyota, Mercedes Benz and Honda etc. They are good quality brand of cars and as such, have attained international acceptance and recognition and acceptance globally.

Fostering consumers’ brand loyalty: Brand loyalty by consumers is a repeated purchase of a particular product made by consumers over a certain period of time against a competing brand. Strong brands that have existed in the market for long through good quality have been able to win customer loyalty to the extent that consumers may not necessarily react to price changes. Star Lager Beer in Nigeria for instance, has existed in the Nigerian beer market for a long time and through its outstanding quality, it has been able to win consumers brand loyalty over other Lager Beer brands in Nigeria.

Conclusion A brand is a product or service with certain features that differentiate it from others in the market. Brands are meant to offer certain benefits for consumers ranging from functional, symbolic to experiential benefits. Brands play huge roles to firms and to consumers as well. To firms, brands help to identify the source of products, offer valuable benefits/financial gains to firms and engender trust to a firm etc. To the consumers, brands help them to identify a product from others in the market, communicate certain values, create an image for consumers/users, unlock opportunities for recognition/ acceptance and foster consumer loyalty.

An Assignment: Using a maximum of 800 words, discuss the roles of MTN as a brand in Nigeria.

First prize-Ten thousand naira worth of recharge card .The two other best correct answers will attract 3,000 Naira worth of recharge cards. Written answers should be sent to: info@brandiqng.com

BiQ

Journal Mainstream versus Development Journalism:

Revisiting the Critical Issues

By Desmond Ekeh

Abstract This essay, an exercise in revisiting the idea of mainstream journalism and development journalism, seeks to clarify and situate the meaning of the concepts: ‘development news’ and ‘mainstream news’ and point out the grounds on which we can compare and contrast both forms of news reporting or journalism.

The essay critically reviews identified literature in this area to point out the defining strands between the two forms of journalism practice. It underlines the fact that, “development news is not different from regular news or investigative reporting” (Thussu, 1996:8). The essay concludes by highlighting the need for the Western international journalists to understand the circumstance under which journalism is practised in Third World countries while Third World journalists should avoid government-sponsored reporting in the place of critical, analytical and evaluative news.

Introduction At the end of the World War II and the Cold War between the two superpowers – the United States of America (USA) and Soviet Union (Russia), there was a need to integrate the newly independent states of Latin America, Asia and Africa -referred to as Third World or developing countries into the rest of the Western countries also called the developed world. Walter Rostow, among other scholars, recommended modernization and a growth paradigm as a pathway for Third World development. Modernization and growth paradigm simply suggests that the “so- called backward countries could only progress by emulating the historical path towards development established by the advanced countries” (Servaes and Thomas, 2006:10). Following Rostow’s argument, “the transition from underdevelopment to development involved moving through a series of five stages: the traditional society, the preconditions for a take-off, the take-off, the drive to maturity, and the age of mass consumption. The main problem was to remove the obstacles or barriers that hindered developing countries’ ability to progress through these stages” (ibid). Also, communication was recommended

by the modernization theorists to be a crucial factor in bringing about the political and socio-psychological conditions necessary for economic development to these emerging Third World countries.

The proposition that communication is a necessary condition for development motivated some scholars, mostly Western scholars, (Wilbur Schramm, Daniel Learner and Everett Rogers among others) to research how to deploy the mass media to support the transition from underdevelopment to development. Schramm (1964:27; cited in Thussu,1996:6), asserted that, “the task of the mass media of information and the ‘new media’ of education is to speed (up) and ease the long, slow social transformation required for economic development, and, in particular, to speed (up) and smooth the task of modernizing human resources behind the national effort.” Meanwhile, an examination of the communication for development propounded

by Schramm and others shows a one-way flow and top-down communication model which was linear and deterministic and operated mostly at a macro level, “predicated on a definition of development, as following the model of Northern industrialisation and ‘modernisation’, measured primarily by the rate of economic growth of output or Gross National Product” (Thussu, 1996: 6).

The lapses observed in this largely economic understanding of communication coupled with the increasing concern of the third world countries about the nature and character of Western definition and operation of the mass media became the point of departure for these countries to seek alternative forms of communication which has the capacity to liberate them from the shackles of Western imperial and cultural domination. In line with this understanding, Thussu (1996:6) wrote that, “The concept of development news emerged as a response to the often bitter debates over the New International Information and Communication Order, NWICO. It responds to Third World grievances about the perceived dominance of a ‘one-way flow of BrandiQ 41

information’ from North to the South, which had contributed to the misrepresentation of the South in the global press.” This stage therefore, created the need for development communication and by implication, development journalism or development news.

Development News and Mainstream News: Attempting a Definition Like any other social science concept, development news or mainstream news does not give in to an easy, all-inclusive definition. However, Moemeke (1989:203) posited that “it is the application of the processes of communication to the development process. In order words, development communication is the use of the principles and practice of change of ideas for development objectives”. He posits that, it is “heavily oriented towards man and the human aspect of development” and also plays a “transformational role through which it seeks social change in the direction of a higher quality of life and social justice” (ibid).

For Aggarwala (1979:180-181; cited in Thussu, 1996:8), “development journalism is the use of all journalistic skills to report development processes in an interesting fashion. Development news organisations are mostly grassroots community-based and community-owned media. Occasionally, some are owned and run by individuals or international development agencies.

On the other hand by mainstream news, one will mean national and international news organizations – newspapers/magazines (The Guardian, New York Times, Punch (Nigeria), Time International, The Sun) radio (BBC, FRCN (Nigeria), television (CNN, Fox News, NTA (Nigeria), CBN) that produce mass circulated messages across regional, national, continental and global boundaries. The above attempt at defining development news and mainstream news should only be seen as an effort to delineate both as a way to point us to an understanding of development news/journalism different from mainstream. This we can also further characterise by comparing and contrasting the main issues facing developing media and mainstream media.

Main Issues Facing Mainstream Media and Development Media – A Comparison Nature of News: The mainstream media, excepting (sometimes) the public service broadcasting stations, define and appreciate news as a commodity. It mirrors news as a product or commodity to be created, packaged and sold to the target market. In the global market, news is a commodity which can be bought and sold like any other commercial transaction; journalists sell their “exclusives” throughout the world as properties. Perhaps, this is why the CNN advertises itself as ‘the world’s number one international news brand’. The concept of branding presupposes unique product packaging. Also, in the treatment of stories, mainstream news organisations focus on action spots like disasters: earthquake, coups, wars, corruption, political intrigues, economic and social disorder to make for sexy and sensational marketable copies in consonance with its character as a marBrandiQ 42

ket driven news organization (Thussu, 1996:8/10). News in this form is reported as a linear, top down communication from international news organisations or agencies and government not allowing any input from the people concerned. On the other hand, development news looks at the news which places more emphasis on investigating the news process much more than covering and reporting the news as an event. It looks more on the impact of what happened than what happened. It focuses on the effect of what happened on the people involved.

News Focus: Thussu (1996) and Moemeke (1989) argued that, there is a variance between what the mainstream journalists consider as news from that of development news journalists.

Most development issues do not fit into the traditional concepts of what constitutes news. For mainstream news organisation’s emphasis is laid on the rich and affluent than the less affluent and poor. Development news is heavily focused on man and his environment, on people and their community, on welfare issues and peoples consensus on life and living. Development news is considered as ‘communication with conscience’. Development news is rather interactive as it tries to create an opportunity for dialogue and mutual understanding. On the other hand, mainstream news is directed at its target to persuade them, to inform them to act in its own interest or in the interest of the property and money class who most often are in control of the rigs of governance and business operations within the system.

The concept of ‘Objectivity’ has attracted research criticisms in the past and now; and is one of the issues facing mainstream and developing news journalism. Mainstream journalism prides itself on the ideology of objectivity based on its definition of news. However, the issue of objectivity is constantly attacked by critics who claim that the commercial nature of Westernoriented news makes objectivity rather subjective -considering the influence of ownership and advertisers patronage on mainstream news processes and production. This view is supported

by Somavia (1976), Masmoudi (1979), and (Mankekar, 1981; cited in Thussu, 1996:10) which asserts the criticisms of Southern researchers who have argued that because news is a commodity, there is a built-in discrimination against news events that cannot be ‘sold.’ This results in a distorted presentation of events to make it more marketable. Western journalists see “aberrations’ as ‘news’ which, in turn, “obliges” them to ‘sensationalize.’

Meanwhile, development journalism does not mirror news from a commoditised prism. It treats news from its objectification as an instrument for social change and development of the people and the community. Following this, it was criticized for lack of objectivity. Western critiques perceive it as an ideology of suppression, or propaganda machinery controlled by the state or the ruling party such that, it is not a surprise that the news emanating from there can best be described as ‘protocol news’ (e.g. reports about state visits and the opening up of mega-projects).

They further argue that this makes for a condition where government dictates the tune of the press and hence, constrict press freedom. Sussman (1976:25) and Lent (1987) in (Jayaweeraa and

Amunugama (1987:27) posited that development journalism was a ploy to support communism and argued that regional and national planning of media and communication policies was a means to gain government control of media in the name of mobilizing the people for economic development. Meanwhile, this argument was also countered by Third World journalists who point out the commercial nature of Western news with heavy dependence on advertising support and so “international media organizations are also not free from government interference.

For example, The Voice of America is a state-run broadcasting station of the US government and both the BBC World Service and the French news agency, Agence France Presse (AFP) are highly subsidized by the British and French governments respectively” (Thussu, 1996:13).

However, Aggarwala, (1979:180-181; cited in Thussu, 1996:8) however, contended that, “in covering the development news beat, a journalist should critically examine, evaluate and report the relevance of a development project to national and local needs, the difference between a planned scheme and its actual implementation, and the difference between its impact on people as claimed by government officials and as it actually is.”

Here, he tried to separate ‘positive’ news – (which supports government activities by merely reporting them without evaluation - which in the process makes them serve as government mouthpiece) - from genuine intelligent developmental reporting which holds governments accountable through analysis and evaluation of government projects in terms of implementation, relevance and impact on the people concerned. One development-oriented publication which tried to live by the tenets of critical and evaluative developmental journalism was Gemini News Services, a small London-based news features agency. To be successful, Gemini avoided the practice of ‘positive’ journalism where the journalist came across as an extension of the Third World Information Department or the PR unit of government department for rural development. It emphasized the need to embrace critical objectivity in reporting. Hence, most of its reports were “critical of government or international organisations, such as the World Bank in their failure to reduce poverty. Such reporting, where the emphasis was to ‘tell it as it is’ contributes to improved developmental coverage….” (Thussu, 1996: 19).

Urban Reporting: Another critical area in comparison is the issue of urban and rural reporting. The mainstream media organisations focus on urban or metropolitan reporting. Again, this is the consequence of the nature and character of news it produces –which is more of packaged, commoditised news meant for the urban dwellers– the political actors and government officials, corporate business men and women, urban professionals and the academia or intellectual class. Urban reporting in contradistinction to communal and rural reporting is an issue that concerns both the mainstream and developing news journalism. “The unquestioning acceptance of Western definitions of what constitutes news by the majority of journalists both in the North and the South affects the coverage of development issue directly and

adversely” (Thussu, 1996:11). He further underscored the point that Gemini has helped promote development its emphasis on rural reporting. It recognizes that a majority of people in the developing world live in the countryside and most have to eke out a living on subsistence farming. Gemini was reported to be among the first of the international news agencies to popularise issues such as sustainable development and environment, long before they became fashionable in the mainstream international press.

Conclusion In conclusion, this study recognizes that development journalism is partly stimulated by the outcome of the New World Information and Communication Order, which was a response to the perceived imbalance in news and information flow between developed countries of the North and the developing countries of the South. Following the need to integrate Third World countries into the First World or developed nations, the modernization growth path was recommended in which case, the Third World countries will copy the development model of the developed countries. This recommendation came with the realization that communication is a necessary ingredient for the success of this growth paradigm. However, this also came with its own challenges as this form of communication produced and promoted commodity news with its own attendant challenges.

This stimulated the need for development journalism which sees news as an instrument of social change with community and people-centered goal. Though this sounded good, it practically faced much challenge. Unfortunately, development journalism is still struggling to reach its objectives, if not forgotten by its proponents.

Bibliography Lewis, P.M. (2006). Alternative Media: Communications and Globalization, Leicester: University of Leicester McQuail, D. (2010). Mass Communication Theory. London: Sage Publication Ltd. Moemeka, A. A. (1989). Philosophy and Dimensions National Communication Policy, Vol. 1. Lagos: CBAAC Omu, F. and Oboh, G. (2008). Mass Media in Nigerian Democracy. Benin City: Striling Horden Publishers, Nigeria Ltd. Servaes, J. and Thomas, P. (2006). Media and Development: Alternate Perspective, Communications and Globalization, Leicester: University of Leicester.

Thusu, D. K. (1996). Development News, Professional Practices, Leicester: University of Leicester.

Desmond Ekeh is a PR consultant and researches in the area of Globalisation, Political Communication and Public Relations.

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MEDIA FOCUS

Seasoned Journalists, not Professors, Should Lecture - Mike Awoyinfa If there is anything the doyen of weekend journalism in Nigeria, Mike Awoyinfa, holds very dear to his heart, it is the aggressive pursuit of any vision or mission until ultimate success is achieved. This policy has reflected on his glittering career from his days on the first weekend newspaper in Nigeria, Weekend Concord, through The Sun Newspapers, which he once edited and now, Entertainment Express. In this chat with HENRY OTALOR, this accomplished journalist and pacesetter who attained 60 years recently, shares the secrets behind the glamour, style and distinction he has brought to the practice of journalism in the country.

His attraction to journalism and the journey so far It has been a very exciting journey and I give God the glory. Everything I have always wanted to be in this profession I have achieved. Every journalist wants to be an editor and as far back as 1989, I was an editor of a paper which I started from the scratch on my own.

There is nothing like pioneering a project. I started the Weekend Concord, which was the first Saturday paper in Nigeria and it was a trailblazer. We brought a new generation of young writers and reporters whom I groomed in my own style. They went for stories that never made front pages in other newspapers. We made our news from human interest angles that other papers just put inside.

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MEDIA FOCUS We believe a lot in the power of human angle stories, emotional stories, stories that are sensational, that tell the way we live, the way we die, the kind of experiences that other mainstream newspapers will not report. The mainstream newspapers don’t see it as news; they only wait for government to do something, enact law, government to make proclamations, or the President to say something before they can generate news.

We went for news that was made by ordinary people and make it become big news.

We believe every human being has a capacity to make news as long as the news is interesting, and has impact and people will learn from it. Even if it was a mad man, we would put it on our front page which were some of the things we did in those days in weekend concord. We went after mad men, dwarfs, oddities, and for us these are big news because they are the unusual.

Evolution of the media from your early days till date We are a society and every society evolves.

There are all kinds of inventions that impact our society and our trade. Of course, the biggest invention is the arrival of the Internet which has opened a broader vista of knowledge, a quantum of knowledge that man never ever imagined. To think that you can just sit down at your laptop and Google a few things and the whole world comes on laptop; it’s amazing. Ten, 20 years ago, we never had it that way, if you wanted to do some research, you will have to go to the field yourself or the library to look at the press cuttings, sometimes you have to go to various libraries. But these days, you don’t need any library, your laptop is your library and you can get any photograph you want.

In that area, I think this is the best times for journalism. But, at the same time, I think it is the worst of times for journalism. Journalists these days have become lazy, they don’t have the passion, and they are being spoonfed. Some of them are not creative enough, and it is giving room for plagiarism. Some of them just go to the Internet lift something and put their byline on it. And it is not just unique to Nigeria alone, even in New York Times, a reporter was caught for plagiarism.

He took somebody’s story from the Internet and put his byline on it. The Internet has come with positive and negative attributes.

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should have known that there is a market for your publication. Some people don’t do their market research very well, they just want to start a newspaper, and they just go printing without doing their homework.

You need to ask yourself - is there a need for this publication? Does the publication address a particular need? Is there a vacuum in the market that you have to fill? You must come with a mission that meets the needs and aspiration of the market AWOYINFA

How to improve the practice of Journalism Well, we have to emphasise more of trainings, letting the younger generation of journalists know their shortcomings, educating them on the need to wake up and improve.

We just have to keep taking them to the past, reminding them of the glorious days of great journalism when people were ready to die for journalism. Let them know that they just have to go all out to look for stories and score goals the way footballers score goals.

They should go out with determination and killer instincts.

Reasons for poor circulation of newspapers in recent times I cannot specifically say what is responsible for the decline in circulation. Maybe the economy is responsible and people are economically handicapped. Another factor may be stories that are churned out these days are not compelling enough to motivate the customers, or they are not addressing the needs of the market. And of course, you should not forget the Internet. News in various forms is now available online. Most of these elite, rather than buy newspapers and magazines, they would sit down with their laptop, go to the websites of the various newspapers and download stories and other vital information. The Internet has eaten very deep into our business. However, it is a global phenomenon, except in countries such as India and China, where circulation is on the rise - but it is possible to rise beyond this challenge. If we do journalism the way we ought to do it, get our stories right, make them compelling enough, I think the market will respond positively.

Fatality rate of newspapers in Nigeria The market is a very challenging market. Before you come into the market, you should have done your home work. You

The issue of market relevance is important. The reason some of these papers die could be that they did not do their market research well. It is not enough to bring in a newspaper no matter how good; there are other marketing variables that should be brought into play .

Poor utilization of the Freedom of Information (FoI) bill by the media despite the initial clamour for it?

That is the irony of human beings; we like sloganeering a lot. The Nigerian journalists have always been free to practice their profession. We didn’t need any special bill to really give us the freedom to do what we ought to do professionally. The bill has come and it is a shame on all of us that we have been given the freedom that we want and yet we can’t take advantage of the freedom to get exclusive and big stories. It goes to show that we don’t have that culture of investigative journalism here. Even if we have it, we don’t have the people who know how to do it right. Investigative journalism is an area that requires a lot of expertise, knowledge, painstaking, certain ability and courage to do certain things. Here, I don’t think we have people that are strongly committed to investigative journalism, most of these journalists are just waiting for releases and handouts from government houses. For them, that is what makes news; nobody goes out to really dig out what is hidden.

Reasons for dearth of Investigative Journalism Well, it’s not as if journalists don’t want to investigate, but they don’t have the skills.

Investigative journalism is an area of journalism that requires to be taught - you have to learn it, and you need a mentor.

These days in Nigeria, when you ask who the big names are in investigate journalism, you cannot mention anyone because we

MEDIA FOCUS just don’t have it. In those days, we wrote a book in the art of feature writing which became a template for feature writing in Nigeria. A whole lot of people went through school reading that book but I haven’t seen any book on investigative journalism. May be, one of these days, we will summon the courage to write on investigative journalism. Journalists should be educated on the technique because it requires skills. Our educational system and curriculum in journalism should be revamped. They should bring teachers from the field, people who have practiced as seasoned journalists, take them to the department of journalism, not to have the lecturers and professors who cannot even report. Journalism is a handson profession; so, you need people who have done it. Just like in most American Universities of journalism, the lecturers there are former editors and news editors, people who have gone through the mill and ranks, and paid their dues and when they tell you something, it is not from textbooks but a life they have lived.

How long has your formidable partnership and friendship with Dimgba Igwe been?

We have always believed that we are stronger when we come together, leveraging everybody’s talent. As a team we shine. Two of us are more like the beetle. The beetle were very good when they came together as the beetle, but when they went individually, John Lennon left and McCarty too left, they were no longer the beetle. Together we are stronger. We understand and trust each other. Ours is a friendship made from heaven, and we have continued to forge ahead.

Partnership is good when you can trust each other and you can eschew greed and selfishness. If you want to play as a team, you score more goals than when you choose to play an individual game and become the hero and take the glory. We are a lesson for Nigeria as a country, the various tribes of Nigeria should learn to tolerate each other and come together rather than see things from a narrow mindedness of tribes, religion, etc.

Advice for young and upcoming journalists and graduates You must first love this profession before coming into it and be very passionate about it. Just like the priesthood, there should be

something inspiring you to come in and it shouldn’t be money. Money will certainly come when you practice the profession very well. You should have reasons for wanting to come into journalism. Journalism is just like the sea; you look at the sea and think it is the same but it is constantly changing, and that is the nature of journalism. I like the unpredictability of journalism, anything can happen at anytime. Only God knows what the next news is, nobody knows the next news in the next five minutes. You don’t know if a coup-d’etat will happen in the next minute.

Remuneration of an Average Journalist in Nigeria It is very poor. How I wish journalists are paid like their counterparts in Britain and USA, etc. It is the poor pay in journalism that tempts them to be looking for brown envelopes and tips and all that. But even now, if you pay your dues and you are committed to this craft, you can graduate from being a reporter and writer to, may be an author, biographer or anything. It is an area that I believe the future will be very lucrative. It is an untapped area in this country, writing books, autobiography, biography that is an area we are trying to explore now; I will recommend it to younger journalists to see it as an ultimate goal or vision. Journalism is a preparation for bigger things - like being an author - because as a trend, all over the world, all journalists end up as writers and authors. Some journalists abroad add to their credit books they have written whether you are in CNN or Time Magazine, you must have written one or two books.

Performance of journalists in recent times I am not satisfied at all with the depth and knowledge of the present crop of journalists. They need to take their game higher and higher. They need to be better than their fathers. A situation where we sit down and lament that our journalism of yesterday is better than that of today shows our acceptance of failure. They have to really wake up and prove that journalism has modernized and improved just like football has improved. I want to see the flow of language, the celebration of language. I don’t want to be reading newspapers and be seeing grammatical flaws and errors that are irritating.

I want to buy newspapers, read and enjoy them and say whoa! this is great. If you are a

good writer, any editor will hire you.

Evolution of journalism in Nigeria over the years Life itself is progressive and dynamic, and we expect improvement and change along the line. You remember in the pre-independence era, journalists then used journalism as a tool for liberation. So, the approach was different from the way we see journalism today. The journalism of the era of Zik (late Nnamdi Azikiwe) was a combative one. But journalism has now evolved into a more professional calling. If you look back and compare what they did in those days, you will see that things have changed. The designs of newspapers have improved; the use of the language has improved. People who went through journalism school and got the right training have come to impact the profession.

How to build Brand Nigeria To build Brand Nigeria, we must start from the leadership. If we have a leader who can drive this brand called Nigeria and inspire the following, our mentality and our attitude to work will improve and things will start working. The economy will work and ultimately Brand Nigeria will be the one to gain. But right now, there is so much delusion that permeates all aspects of our society. Some people are even cursing God for making them Nigerians. The Brand Nigeria is now synonymous with all kinds of negative tendencies, 419, deception, etc. Even Ghana is now a saint where Nigeria is. People look at Ghana as what Nigeria ought to have been. Everybody is now taking their children to Ghana and to other countries to study. Brand Nigeria should start from within; we should really put our house in order and go back to the drawing board.

AWOYINFA BrandiQ 47

FINANCIAL BRANDS

Facelift for Diamond Bank

By Abiodun Obisesan

D

espite the uncertainty that pervades the downturn and reform process in the industry in Nigeria, quite a number of banks have seized the moment to undertake significant process reengineering and strategy overhauls, more so in face of the nationalization of some banks and mergers and acquisitions with others.

One of such dynamic banks which have continued to sustain creative inputs underlying their strengths and credibility in the banking sector is Diamond Bank Plc. At a time when the industry in the country is just smartening from a rather traumatic experience, Diamond Bank is poised to restore credibility to its brand image and visibility status within its brand category.

identity is to refresh elements of our brand look and feel to identify with our growing customer base and usher in a period of renewed focus and commitment to our business.

“Our colours reflect the bright optimistic colours of the Diamond spectrum, using green as a base colour with complementary colours of red, orange and blue. For us, the green symbolizes growth, red stands for vibrancy, orange illustrates ‘passion’ of our people and the blue symbolizes our commitment to innovation in our products and services. These colours also bring us closer to our customers by making us more visible and accessible in the market place as the

sonably infer that banks across the board have begun to place high premium on responsible and holistic risk management practices, operational efficiency, prudent resource allocation and strong corporate governance. While all these can restore credibility to books and mitigate waste, Diamond Bank’s facelift package is definitely a quintessential charm of an effective banking model.

Brand experts are very clear about the important necessities of a rebrand project.

They include: Competitive advantage, growth stimulation, Long terms market expansion, and Innovation (Profitability).

Competitive advantage is vital since ones brand is the public face of your business. As the economic climate changes, it must change along with it. A wellplanned and executed rebranding effort will enable a company to reflect current market dynamics and thereby gain a competitive advantage, accelerate pipeline performance and become a leading voice of the industry.

Mr. Alex Otti, Group Managing Director, Diamond Bank Plc, has disclosed that the on-going rebranding campaign is a strategic move to refresh and invigorate the entire banking operations of Diamond Bank. ‘‘Our rebranding exercise is all-encompassing. The introduction of this new identity heralds a new beginning in the More so, a rebranding project like the bank’s performance as a corporate or- L-R: Head, Corporate Communications, Mrs. Ayona Aguele-Trimnell; ED/Chief Finan- one being carried out by Diamond Bank cial Officer, Mr. Abdulrahman Yinusa; ED/Chief Risk Officer, Mrs. Caroline Anyanwu; ganization. This is evident in our recent Group MD/ CEO, Dr. Alex Otti; ED, Corporate Banking and Lagos Businesses, Mr. Uzoma can serve to reduce the cost of operation Dozie and Company Secretary, Ms. Nkechi Nwosu at the unveiling of the new Diamond performance which has seen Diamond Bank identity in Lagos. and to cater more efficiently to current continually posting improved results customer demands. In markets where quarter-on-quarter. As many have nocomplex and confusing mixes of prodticed recently, there is a renewed spirit be- bank consolidates its leadership in the retail uct portfolios frequently undermine brand hind our service delivery, and indeed, our banking segment,” he adds. impact via advertising clutter and media performance as a bank. So, the exercise proliferation, a rebrand campaign can commerely serves to highlight this.”

One of the fundamental and age-long hall- bat incongruence and audience fragmentaThis latest re-branding effort which will marks of the banker is that he/she naturally tion to regain customer impact and promote inevitably engender a quantum leap in the inspires trust, much in the same way as growth. fortune of Diamond bank is a bold move to people defer both to professional counselinvigorate its brand value. lors and spiritual leaders. Even with the As the company continues to grow, subseconvenience of electronic channels, people quent rebranding will ensure that customOtti speaks further: ‘‘Essentially, we have still crave that personal one-to-one contact ers hungry for change will keep coming chosen to embark upon this brand refresh that is fundamental to relationship banking back to see “what’s new.” In this sense, the exercise in order to facilitate our goal to be retail space. rebranding becomes a public expression the number one bank in the next five years. In recent times, observers have raised issues of the company’s evolution and a constant What we have done with our corporate on banking trends in Nigeria. One can rea- pointer to potential outgrowth.

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COVER

Marketing Communictaions in Nigeria:

BATTLEGROUNDS IN 2013

By Ntia Usukuma

K

nown for its resilience and unpredictability, the Nigerian economy over the years has remained a matter of great interest to economic analysts across the continent. The seemingly slow pace of growth seems not to reflect the high level of human and economic resources available for exploitation.

Despite this disappointing tendency, some sectors of the economy manage to experience increasing upbeat performances in business from time to time. This is usually influenced by various regulatory policies within the system and strategies adopted by major players to gain the upper hand in terms of market share.

Last year, banking, energy and manufacturing sectors of the economy among others witnessed long-drawn trying periods.

While others like telecoms had a remarkably booming period, thanks to the intense dial tone wars and outlandish promos that saw a consumer going home with a plane in a telco promo organized in the last quarter of 2012. Year 2013 is expected to kick-off with great flourish for marketing practitio-

ners as various events and activities would be providing great battlegrounds for brands to scuffle and win the hearts of consumers.

From the first month of the year, Africa’s marketing arena, particularly Nigeria’s, would witness a great flurry of activities as 16 countries on the continent are poised for a titanic soccer showdown in South Africa.

January 2013 Orange Cup of Nations Expert analysts in brand development and Marketing have pointed out the strength and huge marketing opportunities that exist in important sporting events like The African Cup of Nations (AFCON). The January Nations cup championship is relevant because it is biggest sporting events holding in 2013, and it is staged in Africa’s largest economy where marketing opportunities can be maximized. Corporate organi-

zations and brands are customarily expected to spend millions of Dollars in the first quarter of 2013 to leverage the emotional connection between sports talents and millions of their fans.

Creative marketing communication agencies adept at using this emotional bond as a platform to build patronage and loyalty for their clients would be fine-tuning their proposals at present. With Nigeria being a strong contender at this year’s Nations Cup trophy, the expectation is that ad agencies, event companies, PR consultancies and media organizations are expected to jostle aggressively for sizeable chunks of the marketing budgets. Aligning with this expectation a leading sports marketing practitioner and Chief Executive Officer (CEO) of Hally Sports International Limited, Godwin-Spiff Sagbama, says “there are huge potential inherent in the Sports, especially in Nigeria where the love for football is very high so next January and February, the 2013 orange cup of nations would create a remarkable upsurge in sports marketing and brand BrandiQ 49

COVER subscribers to join their own network, to this extent, there would be increased activity in the advertising and marketing communications industry. Indeed, this would lead to huge competition in 2013, causing many telecom operators to spend more on advertising, events and public relations in a bid to increase and retain their market share. It would equally be quite challenging even for agencies as many of the telecom companies will be sifting to have the best agencies in town to handle their account in the huge competition that would ensue.” sONI iRABOR C E O, Inspiration FM

promotional activities in Nigeria and across the continent.”

Number Portability Roll-out for Telecom Operators The move by the Nigerian Communications Commission (NCC) to commence the implementation of Mobile Number Portability (MNP) in the next one or two months is another policy that would massively provoke marketing activities massively in 2013. Many analysts feel MNP will be the ultimate test of true loyalty of subscribers to telecom service brands in the country in 2013 because with number portability, any of the over 95 million mobile telephone lines in the country will be able to migrate from one network operator to another without losing their original numbers.

The initiative is expected to allow dissatisfied subscribers port their mobile numbers from one network to another while retaining their original identities (mobile numbers). This is viewed by many as the required antidote to poor service quality that has burdened subscribers over the years.

This service is expected to deepen competition in the market next year and further drive network stability as well as aid the growth of the sector, because the service providers will come up with all kinds of incentives that will lure subscribers to them, and make them stay or join the network.

A top ad practitioner, Ikechi Odigbo Managing Director, DBB Lagos, says: “The number portability scheme if employed fully next year, would impact ad spend because all telecom operators would seek to boost existing subscribers and also woo potential BrandiQ 50

Speaking to journalists in Cape Town, South Africa, Steve Evans, CEO of Etisalat, corroborated this view by stating that number portability will reposition telecoms in Nigeria. “We are prepared and ready for MNP and we have the capacity to take on the competition. However, the regulators and other operators must be ready too and we must work together if we must succeed and avoid sabotage.”

Steven Evans Chief Executive Officer, Etisalat Nigeria

Other issues that can equally influence marketing activities in the telecom industry include the bans on lotteries and promotions and the planned CDMA merger and formation of a single CDMA company that can challenge the GSM (Global System for Mobile) telecommunication domination.

Soni Irabor, CEO of Inspiration FM, a popular Lagos-based Radio station, agrees there would be a remarkable increase in advertising, Media and PR activities since resources would be freed from the cut-throat competition the country witnessed in the areas of promo last year. “However, this would depend on how long the NCC is willing to keep the ban in place. Some of these funds could be channeled into more CSR activi-

ties,” Irabor emphasized.

On the issue of a new CDMA company arising from a merger, Martins Ogumah, a marketing practitioner, feels its impact in the market would be very minimal. According to Ogumah, “I have been hearing about this merger for months now, but if it happens, I strongly doubt its financial ability to grow and expand. Their technology is disadvantaged and you see them depending so much on experiential marketing, so conventional marketing communication activities such as advertising and PR might not feel their presence that much.”

Increased confidence in the banking sector If there is any strong indication of improved performance and confidence in the banking sector, it is the performance of brands in this sector in the Capital market. For instance, Zenith bank, from value that never grew beyond 14 Naira in the first few months of this year, is reported to have hit an all-time high price of 20 Naira per share. Other banks such as First Bank and GTBank have followed in this line. However, Kunle Ahmed, Managing Director of Mansard Insurance, a leading financial institution in Nigeria, feels the performance of banks in the Capi-

kunle ahmed, MD, Mansard Insurance

COVER tal market is not really the best yardstick to gauge the likely performance of financial brands in the market in 2013.

“The quality of foreign investors coming into these banks, which is a reflection of the expected favourable environment they are likely to operate, projects the strong possibility of improved marketing activities in 2013,” he explained. Ahmed added that “There are strong indictors to this: two new Merchant banks with huge foreign interest have just been licensed. WEMA is planning to get back the national licence, other banks, pensions and insurance firms are seeking external funds and making huge expansion plans. Naturally, brand-building undertakings and integrated marketing activities will follow. It will make great sense for anyone in marketing communication to take a very serious look at the financial sector if he or she really wants to make it big in 2013.”

Odigbo of DDB Lagos seems to agree remarkably with Ahmed, “The banking sector to a large extent is beginning to experience a turnaround after the very robust reforms of the past two years. Definitely, banks would take advantage of this upswing. They would move to strongly position themselves for dominance. For this reason, there will be significant markup in ad and PR activities by banks. Banks would become more marketing conscious. They would not just focus on corporate advertising; they would also focus on retail advertising. They would look to advertising to have a greater impact on their business.”

Privatization in Oil, Gas and Power SectorsAs government ownership paves way for increased privatization in these megabucks sectors, some brand conscious institutions are likely going to emerge in 2013 especially in areas like power distribution where there is competition and great interface with the general public. With competition and increasing need for better public and customer relations, the marketing communications sector especially advertising and Public Relations will get a boost as well.

The preferred bidders for the country’s power generation and distribution firms are expected to take control of these companies between April and July next year.

to break into the ranks of the ‘big four’.

This would equally attract many auxiliary foreign and Nigerian companies. The areas of market intelligence, especially for foreign investor now dominated by Phil Osagie’s JSP would become increasingly relevant.

The relevance of Issues bordering on Corporate Social Responsibility would also be on the rise, thus creating opportunities for PR firms to exploit. Also, considering the issue of full deregulation that government is planning for 2013, if there is a desire to manage this delicate issue without much disequilibrium, PR and ad practitioners would have a busier year in 2013.

Advertising The advertising sector is becoming more competitive. Clients are demanding higher standards and increased professionalism from brand partners, to that extent, the advertising industry is going to be more competitive and challenging in 2013. The increased government regulation of outdoor through signage agencies in some parts of the country is expected to increase next year. Thus, competition is already stiff from the fewer sites available.

A pointer to the dominance of the ‘big four’ is the LAIF (Lagos Advertising and Ideas Festival) Awards medals table. The Awards, which was instituted in 2006 by the AAAN with the aim of recognising, rewarding and fostering creative excellence in all areas of marketing communications in Nigeria, has often seen the ‘big four’ carting home majority of the awards. After the ‘big four’ have won the major awards, other smaller agencies jostle for what is left. The yearly Awards is seen by observers as simply a contest among these big ad agencies.

At the LAIF Awards this year, Insight Communications topped the medals table with a massive 24 medals haul, while Rosabel came second. DDB and Lowe Lintas occupied the 4th and 6th positions respectively.

Everything points to the fact that this trend of dominance is likely to continue in 2013.

Franklin Ozekhome, Head of Marketing, Insight Communications, feels this trend is because of the poor Business Innovation Model of most agencies. “Two years ago, I published a trend report on the marketing communications industry titled: ‘Evolve Agency 5.0’, which dwelt extensively on the need for agencies to rethink their business models of retainership and commission to one of value-based system. However, many of the creative shops do not have the competencies in-house to effectively make them compete on that level. Agency creativity should move beyond the ‘big idea’ to meet the demands of evolved marketers. Every organization is wired to achieve the results

Although, there are more than a hundred agencies in the country, only a few agencies control majority of available advertising accounts. Keen industry watchers often regard Insight Communications, DDB, Rosabel and Lowe Lintas, as the ‘big four’ because these agencies seem to be enjoying more prominence than all the other agencies combined together. These agencies have been dominating the advertising landscape in Nigeria for quite a long time.

Worthy of note are ad agencies such as 141 Worldwide, Prima-Garnet, Noah’s Ark, STB-McCann and a few other agencies that have been on the fast rise, but most are yet FRANK OZEKHOME Head of Marketing, InsightCommunications BrandiQ 51

COVER it currently gets - good or bad. In order to achieve new and better results, these agencies must respond differently to evolving consumer trends by taking on novel means of evaluating problems, spotting opportunities, and working toward future success.”

However, it seems we might need to look beyond our shores for any serious challenge against the dominant ad agencies in the system. The expansion of the Nigerian economy has not gone unnoticed by the global community. This has encouraged foreign agencies to set up shop in the country. So far, the first to land is Rufai Ladipo’s Scanad. However, local players are not taking this threat lightly. Advertising Practitioners Council of Nigeria (APCON), the sector’s regulatory body has come out with ‘reforms’ that provide stringent conditions for any agency with more than 25 percent of foreign ownership. Such agencies must have N500 million banker’s credit guarantee from a Nigerian bank as well as Agency business Insurance to the tune of N500million as well. The workability of these new reforms that would take effect from January 1, 2013, would be tested in 2013.

As the year draws to an end, Insight’s Ozekhome believes that the major focus for advertising next year would be to create integrated platforms and brand communications that engage consumers. This includes adopting humankind and storytelling as a strategic approach in communicating a brand’s point of view and an increase in digital ad spend - online, social, and mobile.

For Outdoor practitioners, more states are expected to join the controversial new regulation train pioneered by LASAA in Lagos while a 3D billboard is expected to berth in the country this year.

infiltration of largely untrained and unregistered individuals masquerading as PR practitioners. In order to check this ugly trend of bypassing legitimate PR firms in awarding jobs to foreign agencies, the new PRCAN Executive Board, led by Mr Chido Nwakama, in 2013, will definitely have its hands full in instilling professionalism and decorum in the profession.

Although it seems quite unlikely that the submission of possible mergers and acquisitions of PR agencies will see the light of day in the near future, increased alliances among agencies in Public Relations Consultants Association of Nigeria (PRCAN) in 2013 seems inevitable in a bid to provide a more formidable front against foreign agencies. This could be hinged on the idea of ‘baking the bigger pie’ in pursuance of fostering financial gains for practitioners in the industry as propounded by Managing Director of CMC Connect, Mr. Yomi Badejo-Okusanya.

In the words of Okusanya, “The era of PR agencies engaging in a dog fight over peanuts should be over. What stops four or five agencies leveraging their respective areas of strength or even PRCAN as a group moving up for bigger things where substantial parts can get to everyone. That is one area we can grow and regulate this industry in the immediate future. My point exactly is that the economy is becoming acute and intense. Hence, there is a strong need that stakeholders and agencies started to come together to build strong capacities in terms of knowledge, know- how, professionalism and productivity to be an indivisible entity.

We need to aggregate our strengths in or-

BrandiQ 52

Other areas PR practitioners are planning to act decisively in 2013 in line with the advice of Registrar of Nigerian Institute of Public Relations (NIPR), Mr Steve Adebayo, is the lingering anomaly that stems from identity challenges such as lack of standardization, poor regulation and control. Reacting to this development, the PRCAN President, Chido Nwakanma, said; “Many firms are offering public relations consultancy services without due registration with both NIPR and PRCAN. Many corporate bodies, institutions and governments at Federal, State and Local Government levels are giving out public relations and communication briefs to agencies with unregistered individuals and with no legal standing to practise or offer public relations services in Nigeria. Proper regulation would enhance practice standard as public and private sector organizations would be persuaded to work with recognized and certified agencies. When they do this, these agencies will become economically viable entities able to offer world-class services.”

CHIDO NWAKANMA PRCAN President

Public Relations In the last few years, the sphere of Public Relations (PR) has elicited a deluge of scholarly criticisms and postulations as the profession gains wider acceptance and attention in Nigeria owing to its ever robust intellectual valve and increasing relevance of perception management in the Nigerian economy.

In spite of the milestone garnered by PR in the last six years, industry observers still believe that PR engagement still falls short of acceptable standards in Nigeria with the

der to remain relevant as the current challenge requires of us.”

YOMI BADEJO-OKUNSANYA, MD CMC Connect

Nwakanma further disclosed that the new PRCAN executive committee has developed an aggressive advocacy programme, that will begin in 2013 and the aim is to “create awareness about the services that PRCAN members render as well as the key role of public relations in business communication as well as governance and statecraft.” According to Nwakanma, the theme of the advocacy programme is: “Obey the law; engage PRCAN agency for your public relations and communications briefs.” This promises to make 2013 an exciting year for IMC in the country.

AGENCY WATCH

Budget Alone Doesn’t Determine Great Ads – Awosika

JIMI AWOSIKA Managing Director INSIGHT COMMUNICATIONS

I

n a journal on creative behavior (1985), Dr. John G. Young, a retired psychiatrist, award winning author and initiator of Adventures In Creativity, defined Creativity “as the assimilation and integration of polarities to find new directions, new solutions, a fresh viewpoint which is more than mere spontaneity, divergent thinking or only generates possibilities but rather the combination of all and more.”

of her subsidiaries have featured prominently among top service companies recognized by different reputable award bodies locally and internationally. The organization has also led the pack of second-generation advertising agencies with the total market communications approach, as virtually all the top executives of most new advertising agencies in Nigeria, in one way or the other, passed through Insight Communications.

His delineation of creativity can obviously be seen in how Insight Communications has remarkably continued to be a major player in the industry and has expanded its tentacles through its access to global resources with unrivalled expertise and creativity.

In recent times, the organization and some

Chatting with BrandiQ editors recently, some of the brains behind the multifaceted company shared some secrets behind the tremendous achievements of the firm.

The Managing Director of the company, Jimi Awosika, explained that over the years,

Insight’s pedigree in creativity has been responsible for numerous awards. This tradition has continuously enabled the company to remain an indisputable leader in the industry.

“I would not say it is a recent trend; it has always been that way over the last 32 years.

Insight was the first to win the NTA (Nigerian Television Authority) Advert of the Year Award. That was far back in 1987 when the NTA TV Awards was held and Insight won it consecutively for four years before it was discontinued. Several companies have come up with awards which we have won. I don’t think it is anything unexpected, considering what we do here. There is a need to stand out; your brand should BrandiQ 53

AG E N C Y WAT C H

stand out in the mind of the consumer. In relationship with our clients, we do not see ourselves as working for our clients but working with our clients. We are partners with our clients towards the advancement of their brand.”

Speaking on creativity and whether limitation of resource in terms of budget affects productivity, Awosika condemned such reasoning, stating that it should not be determined by budgets.

“You don’t start creating an ad because of the budget. The budget doesn’t determine whether it is a great ad or not. It also means that in a situation where the client does not have that much more money, the advertising must cut through. Ad agencies should see themselves as part owners of their clients’ business, as such it will drive the way they come with ads. At Insight, we see ourselves as an extension of the marketing department of the various clients that we work for,” he said.

Furthermore, he attributed the success of the company to regular and qualitative training of its staff. “Our attitude at Insight is to train people. From day one, the Founder of the agency, Mr. Shobanjo, has always had the view that we have to be global in our perspectives. And one thing we emphasise is target, and you can’t have the people and not train them. You can only rely on what you have. I doubt if there is any agency that can parade such talents,” he disclosed BrandiQ. He, however, identified lack of manpower as a major challenge facing advertising industry in the country.

In the same vein, Senior Art Group Head, Creative, Gbenga Boglo, disclosed the Insight winning formula for creativity: “Our winning strategy is based on the philosophy of internationally acclaimed best practice and creative solutions for brands. Also, bringing together a crop of people that are passionate about what they do inspires creativity in the company and this has always been how we work on the possibility of making history: a love for what we do. We are in competition with ourselves -to always do better. You are only as good as your latest work. Also the world keeps changing,” he submitted.

BrandiQ 54

More so, Account Planning Director of the company, Feyi Olubodun, spoke on whether account planning contributes to agency’s creativity. “Account Planning does not contribute to agency’s creativity – it is the bedrock of our creativity. We had the opportunity to pioneer the first Account Planning Department in Nigeria, and the function continues to grow strong, and drive value for our clients. And this will continue.”

It would be recalled that the company pioneered the integrated marketing communications approach in the country –a management concept designed to make all aspects of marketing communications, such as advertising, sales promotions, public relations and direct marketing as a unified force to achieve all-round results.

Through its relentless efforts and formulating of landmark ideas, the company has not only achieved a lot for itself but its clients too by offering a compelling communication flow from deep consumer insights and understanding of the souls of brands. Leveraging its rich and insightful tradition of excellence, the company has continued to break new grounds and wield unequalled influence in the creative arm of the integrated marketing communication industry.

Incorporated in 1979 and started operations in 1980, Insight Communications Limited, as a formidable creative agency, has continued to change the landscape of advertising

in Nigeria. Wholly owned by the Troyka Group -one of Nigeria’s most respected and successful private holding companies- the organisation is proudly positioned as the No. 1 in billing, processes and systems and manpower development.

The company rides on a vision of being a world-class iconic creative brand from West Africa, fighting for the No. 1 position in the world with integrity and a mission to provide insightful thinking that produces insightful creativity which inspires consumers to support clients’ brands on a regular basis.

Previously affiliated to Bates Worldwide Inc. for 12 years before joining the Grey Global Group in 1996, Insight Communications provides its clients with a partnership of building brands through creative thinking.

The company has won various awards over the years in recognition of its creative excellence. Some awards won by Insight Communications recently include the Lagos Advertising Ideas Festival (LAIF), Billboard of Gulder Max “A man was here” TVC of Bank PHB “ Cars would run on Water”, GSK Ribena “Biker 5” TVC, and many others. Other arms of Insight Communications are MediaCom, the Quadrant Company, Optimum Exposures, Carat Media, Halogen Security Company, and the youngest, Halogen Geotab Nigeria.

Insight Team: Sam Osunsoko, Associate Director, Account Management; Franklin Ozekhome, Head of Marketing; Boglo Olugbenga, Snr. Art Group Head; (seated) Mr. Jimi Awosika, MD/CEO.

SPECIAL FOCUS

Brand Nigeria @ 52:

Leveraging the National Potential

By Agbo Agbo and Ntia Usukuma

W

atching recent debates between the American Presidential and Vice- Presidential candidates in the November 2012 US elections, the zest, energy, passion and interest invested in this project by the American society indicate the country’s strong desire to ensure that whoever becomes the next occupant of the White House is the most equipped personality to manage the country for another four years. Be it a product, service, idea, city state or a country like America or Nigeria, the relevance of the brand handler stands out like a sore thumb.

A brand manager who desires to make remarkable impact must have an instinctive feeling about the future of his product as well as its concept development, his ability to work seamlessly with his team in all areas must be well above average, his leadership qualities must inspire dynamism and passion in others. He must be organized, flexible and methodical, and must have great skills for logical presentations and capacity to radiate confidence when making expositions in front of his audience. He knows his brand inside out and can take on any aspect whenever he is accosted; in essence, his brand is at his fingertips.

If a brand manager with these qualities is handed a remarkably endowed brand like Nigeria to manage, an oil giant with creative citizens and lots of natural resources, very few would expect anything but a resounding success. Regrettably, in the last 52 years this has not been the case for Nigeria.

The greatest joy of any brand manager is handling a brand with great antecedents and qualities that would give it the competitive edge in the marketplace. Exporting almost three million barrels of oil daily is a dream many countries in the world today would

desire to share. Such resources, well managed, is enough to make any country in the continent the jewel of Africa. But the country’s advantage goes beyond oil. The country also has millions of acres of arable land, a long coastline with the ocean and rivers lining various sections of the nation that can ensure a continuous flow of billions of litres of water daily.

Interestingly, with a huge population that has produced globally recognized personalities such as Africa’s first Nobel Laureate for Literature, the legendary Prof. Wole Soyinka; it should be expected that the managers of Nigeria would evolve an inspirational national brand that would be respected in the comity of nations and praised globally.

Regrettably, the reverse has been the case.

Rather, what we see is the image of a brand bruised and beaten, shockingly by its handlers at various levels.

Why should a hugely endowed brand like Nigeria, the world’s largest congregation of black souls have its cultural dignity and identity so comprehensively battered? Matthew Taiwo, a Nigerian-born parliamentarian in the Irish National Assembly, says the embarrassing scenario is so painful. In his words, “Nigeria as a nation should be a place the average European or American would need to beg to get visa.” What exactly is the Nigerian nation not doing to grow her brand equity?

Recently, Denmark, a Scandinavian country released a smart phone app. What is unique about this app is that it is aimed at improving the image of Brand Denmark, it is a new journalistic shortcut to Denmark: Denmark Stay Tuned. As the first country in the world to do this, Denmark developed this nation branding smartphone application targeted at international media and journalists. The app is free of charge and provides ready-to-

use editorial texts, images and videos from Denmark in areas like green growth, new Nordic cuisine, Danes as the happiest people in the World, the Danish Presidency of the Council of the European Union in the first half of 2012, classic and contemporary design, world class Danish architecture and how Danes think out of the box.

The app also gives you a rundown of national quirks and the oddest things quintessentially Danish. Finally it provides you with local contacts for easy access to additional information and interviews. On this, Denmark’s Minister for Trade and Investment Pia Olsen Dyhr states: “I am proud to present the world’s first nation branding smartphone application targeted specifically at international media. With the app, Denmark gives journalists worldwide a short cut to Denmark by freely offering ready to use editorial texts, videos and pictures. The app presents the best of Denmark including the famous new Nordic cuisine, Danes as the world’s happiest people, and the world leading Danish cleantech sector. I hope the app will inspire journalists around the world to explore Denmark!”

This is the 21st century where positioning and branding is the name of the game as boundaries have shrunk and nations have to do more than the ordinary to be heard. It is thus in the best interest of any nation to be seen and portrayed in a positive light in the international politics; most countries of the world pursue these objectives by ways and means reflective of their social and political agenda and its impact on public interest.

The world being a global village means that the people of every nation are spread far and wide across national boundaries engaging in economic, social and political activities.

Nigeria has travelled this road on three occaBrandiQ 55

SPRCIAL FOCUS sions and on each of these experiences, it fell short of the stated objectives. So what went wrong?

When the country was ushered into its fourth democratic experience, the regime of Chief Olusegun Obasanjo initiated the Heart of Africa Project aimed at salvaging the country’s battered image and repositioning Nigeria for continental leadership. It was driven by the Minister of Information and National Orientation, Chief Chukwuemeka Chikelu. The Project was an extensive media campaign to promote Nigeria’s brand assets; businesses, products, peoples, sports, culture and cities to the world. An official publication on the project states very clearly that the government of Nigeria intends, through this effort, to reinforce the nation’s leadership role in African development. Before now, the negative image of the nation had thwarted her leadership potential.

At first glance, The Heart of Africa Project, which was later renamed Nigeria Image Project after Chikelu was replaced by Mr. Frank Nweke Jnr, defies easy interpretation by combining as it does, symbols from biology and geography to announce itself. The intent is not so clear also, because Nigeria is nowhere near the geographical center of Africa. Evidently, therefore, these symbols are official metaphors for the compelling desire of the government to give leadership and direction to the rest of the continent. The entire campaign is under the control of then Federal Ministry of Information and National Orientation.

Its objectives are as follows: to ensure that the world always gets the right information about Nigeria; promote national values; inspire pride and patriotism in the hearts of Nigerians everywhere; promote the economic growth of the nation and enhance the positive image of the country and her peoples. The Project will counter the country’s image problems by using sophisticated substitution methodology.

A brand asset audit undertaken by the Ministry of Information and National Orientation identifies fourteen areas for the promotion of positive national values and references. The chosen brand assets vary in range from the material- such as infrastructure, products, business, sports, entertainment, media and educational assets, to the non-material such as the intellectual, the cultural, the conceptual and personality brands, etc.

BrandiQ 56

A six-pronged implementation program begins with the promotion of identified national brand assets in these fourteen fields of endeavor, through a reorientation exercise for the entire nation, then business promotion, investment promotion, tackling of negative national images, known also as ‘brand eroders’ to the promotion of Nigeria’s pivotal role in Africa’s development. The reorientation program for the estimated 150 million Nigerians will ride on the wheels of PRIDE, acronym for Patriotism, Resourcefulness, Integrity, Distinction and Enterprise.

In March 2009, Information and Communications Minister, Prof Dora Akunyili, told the National Assembly (NASS), that the Heart of Africa Project executed by her predecessors was a failure, despite costing the taxpayer more than N1.05 billion. She came up with her own project; Nigeria: Good people, Great Nation campaign, which equally failed.

The re-branding of a nation entails much more than launching of logo and sloganeering. Core issues have to be addressed as this will serve as an impetus that could galvanize the followers towards positive and exemplary conduct.

The odds against the rebranding project in Nigeria are numerous and daunting. No amount of resources and energy committed to the project will yield meaningful dividends until the odds are confronted squarely and reversed to a reasonable extent. First and foremost, the country must tackle corruption and put the necessary structures in place to ensure free, fair and credible elections. When the citizens’ votes count, the leaders will be more responsive to the yearnings and aspirations of the people. It will also be easy for the leadership to mobilize the people to support government projects.

There’s no arguing that the image we have of another country says a lot about how we view it as a tourist destination, a place to invest or a source of consumer goods. The rest of world‘s perception about Nigeria will affect her pocket and economy because less people will be inclined to invest and travel to the country. A nation re-branding is not peculiar to Nigeria; many countries including Germany and Japan were re-branded at the end of Second War World: Now Germany and Japan are known as liberal democracies with peaceful and progressive policies. South Africa was re-branded with an image of gentle and cheerful multicul-

tural country at the end of Apartheid.

Rebranding has the potential to re-launch Nigeria from under the heavy yoke of global meltdown into the group of leading emerging economies of the world. What Nigeria needs are genuine re-branding and re-alignment that is not cosmetic but rooted in truth, pragmatism and an affirmative change. It is recommended that: Nigeria is left with an alternative which is to rebuild her image if she desires to be relevant in geo-political and economic affairs of our shrinking global village. If Nigeria fails to travel the pathway of revival, reawakening and rebirth she will end up becoming a sinking ship and diminishing giant of Africa. Nigeria to be respectful and relevant in 21st century she must rise to the challenge of self-transformation and revitalization.

In view of the fact that corruption is the major bane to Nigeria problem of poverty, food crisis, underdevelopment, epileptic power supply, etc. public officials who are corrupt should receive worse treatment and not be celebrated Nigerians. To do this, institutions charged with the responsibility of combating corruption must be strengthened and be made independent free from government interference.

The problem of unemployment should be addressed by empowering the youths through training, cultivation of entrepreneurship spirit and financial support. This can only be operationalised if the entire exercise is void of corrupt practices. Money budgeted for poverty eradication programmes should get to the poor and not the rich.

A reorientation of the value system of Nigeria also needs to be revisited, a clear-cut blueprint should be drawn where the citizens would know their rights and responsibilities in the Nigerian project. This blueprint is critical because without a buy-in by the citizens, any rebranding process would be cosmetic. Efforts should also be made to celebrate Nigeria at home first before selling her abroad like is the norm with most Government functionaries.

Singapore, Slovenia, South Africa and other successful branding nations did their homework well at home before selling themselves abroad. Brand Nigeria has a lot of homework to do.

SPRCIAL FOCUS

Survey: Nigerians Assess Leadership,

Governance After 52 years

By Nathaniel Udoh and Ntia Usukuma

N

igeria became a united entity as a result of the amalgamation exercise that took place in 1914. On 1st October, 1960, the country became an independent nation. On that epoch-making occasion where the Union Jack was lowered, the elevation of Green-White- Green unwittingly marked cradle of Brand Nigeria. A brand stands for various elements that can distinguish a product or service from similar ones. Nigeria is a brand because she has certain features that distinguish her from other countries. Against this background, BrandiQ embarked on a study to examine key variables on brand Nigeria at 52 and seek suggestions on how to move Nigeria forward to ensure that she maintains her leadership position in Africa.

The study adopted qualitative and quantitative methods of research, with questionnaire as the instrument of collecting information from respondents. Thirty-seven Local Development Areas in Lagos State were used in the study on the basis of 60 questionnaires per Local Government Area .The process was direct questioning of respondents by interviewers. 2220 respondents in the A, B, C, D, and E. socio-economic classes, male and female, age 1850 years and above; were interviewed. Simple random sampling method was utilized in the study. Three areas were assessed in this study-Leadership, governance and brand image.

Leadership At 52 years, how will you describe the quality of leadership in Nigeria?

100

91.7

90 80 70 60

Good

50

Fair

40

Poor

30 20 10

3.15

5.13

Good

Fair

0 Poor

At 52 years since independence, 91.7% of the respondents have described the quality of leadership in Nigeria as being poor as against 5.13% of them that described it fair; and only 3.15% portrayed it good.

• At 52 how will you rate the performance of political leadership in Nigeria?

At 52 years of our independence, 91.57% of respondents have rated the political leadership of Nigeria low, 5.4% of them rated it ‘average,’ while only 3% rated it high.

• Do you think that poor quality of leadership has any negative effect on governance in Nigeria?

100 90 80 70 60 50 40 30 20 10 0

91.5

Yes it has a very negative effect on governance in Nigeria

4.5

4

Yes it has a No it does not It can never very negative have any have any effect on negative effect negative effect governance in on governance on governance Nigeria in Nigeria in Nigeria

No it does not have any negative effect on governance in Nigeria It can never have any negative effect on governance in Nigeria

91.5% of the respondents helped establish a kind of relationship between poor quality of leadership on governance in Nigeria. This percentage affirms that the quality of leadership in the country has a very negative effect on governance in our country. 4.5% of them said that it does not have, while 4% said it can never have any negative effect on governance in Nigeria.

Governance in Nigeria • At 52 what is your assessment of governance in Nigeria?

BrandiQ 57

SPRCIAL FOCUS

100 90 80 70 60 50 40 30 20 10 0

86.12 Governance in Nigeria is very good Governance in Nigeria is on the average

4.05

3.06

Governance in Nigeria is poor

6.75

GovernanceGovernanceGovernanceGovernance in Nigeria is in Nigeria is in Nigeria is in Nigeria is very good on the poor extremely average poor

Governance in Nigeria is extremely poor

43 54

Bad leadership in the country Others

On what have contributed most to bad governance in Nigeria at 52 years of independence, 54% attributed it to corrupt nature of our leaders, 43% put it on bad leadership in the country, and 2.25% of the respondents attributed it to other factors apart from these two.

Brand Image • At 52 years of independence, do you think Nigeria has a good brand image within and outside?

81

70 60 50

Yes Nigeria has a good brand image within and outside

40 19

No Nigeria does not have a good brand image within and outsied

10 0 Yes Nigeria has a good brand image within and outside

BrandiQ 58

Yes thers is a strong connection No there is no connection

30 16.21

20

11.71

10

There can never be a connect ion

0 Yes thers is a strong connection

No there is no connection

There can never be a connect ion

72.07% of respondents affirm that there is a strong connection between the nature of leadership and the image of Nigeria. 16.21% said that there is no connection, while 11.71% said there can never be a connection between the two.

Corrupt nature of our leaders

20

72.07

70

40

2.25

30

80

50

• At 52, what are those things that have contributed most to bad governance in Nigeria?

80

• Do you think there is a connection between the image of Nigeria today and the nature of leadership in the country?

60

On the level of governance in Nigeria at 52, 86.12% of the respondents assessed it to be extremely poor, 6.75% assessed it to be poor, 4.05 gave an average performance to governance in Nigeria, while only 3.06% said governance in Nigeria is very good.

90

81% of the respondents said Nigeria does not have a good brand image within and outside the country, while only 19% affirmed that Nigeria has a good brand image within and outside the country.

No Nigeria does not have a good brand image within and outsied

The take away from the study • At 52 years of our independence, quality of leadership in Nigeria is still poor.

• Performance of political leadership in Nigeria at 52 is still rated low.

• The poor quality of leadership experienced in the country has impacted negatively on governance in the country.

• Overall assessment of governance is extremely poor at 52 years of Nigeria’s independence.

• Corruptions among our leaders and bad leadership have been identified to be the major contributors to bad governance in Nigeria.

• At 52, Nigeria does not have a good brand image within and outside.

• There is a strong connection between the brand image of Nigeria today and the nature of leadership other things being equal.

From the study, Nigerians unanimously agree on the need to improve the quality of leadership in the country to impact on governance and standard of living. Nigerians also feel those in positions of leadership should see it as a call to service and not an opportunity to be rich overnight through corrupt means since corruption will slow down the pace of development.

In the area of Image and branding, there is a strong belief among Nigerians that both the leaders and the led must do everything to correct on those areas that have portrayed the brand image of Nigeria in bad light. Still from the survey, there is a strong view among Nigerians that many citizens still have a great sense of integrity, honesty and probity. Only this group, they believe, should be given the opportunity to lead by example.

VOXPOP VOXPOP Positioning Brand Nigeria @ 52Professionals Speak on way Forward As Brand Nigeria clocks 52 years of age, BrandiQ Research Team sampled the opinion of some professionals in the fields of advertising, marketing, branding and PR on previous efforts at growing Nigeria’s image, and presents their recommendations on the way forward. Excerpts.

You Have a Country with Several Windows of Opportunities

“Nigeria, a Project under Construction”

Since my arrival here in Nigeria over 10 years ago, I have had a very good experience. In spite of several obvious challenges, Nigerian people are very accommodating and sacrificial in nature. My wife is from the eastern part of this country which has very rich cultural heritage. Nigeria is blessed with a lot of crazy talents in the entertainment industry. Believe me, other parts of the world also have their glitches and challenges. I am proud to be in Nigeria; this is also a country with several windows of opportunities. I see the glass as half full because things will surely get better. America also got issues, so we should not be too hard on the country, Nigeria.

Nigeria is still a project under construction. Obviously, the long period of military regime has affected the psyche and development rate of the country. The nation can definitely get better with responsive and proactive behavioural paradigm shift from the government and the people. The infrastructural facilities should be ungraded. From a businessman’s perspective, industries in this country can thrive better if the issue of electric power generation and supply is addressed. For now, we can only count our blessings and hope for a more prosperous Nigeria. Congratulations to the government and good people of Nigeria.

Thabo Mabe, Managing Director, Unilever

- Dan Foster, On Air Personality, Inspiration FM.

Branding Is About Finding What Is Positive To Counter the Negative Jane Okoronkwo, Executive Director, Media Integra

As Nigerians are very hard on ourselves. Do we have a thing to change? Of course, lots and lots, so does everybody. We are so critical of ourselves; we are the most vocal of our problems. It is good that we are able to express ourselves but they are also some underlining strength in the Nigerian experience, we should be proud of. We can push anywhere and everywhere and still hold our heads. This is sellable; and you are selling on the basis of what is true, provable, and verifiable. Branding is about finding what is positive to counter what is negative. I believe that there is quite a lot that is in it in the Nigeria spirit that is true, provable, and positive that others can poach.

BrandiQ 59

VOXPOP VOXPOP

Authentic, Consistent values with the required staying power can create the Nigeria of our dream

PR can Bring Nigeria out of her Present Crisis

Before anyone rebrands, he or she must identify core values that are central to the fabric of the brand. A brand could choose to package, it could choose a colour or the font type or any other thing that determines the new direction to go. And whatever is chosen becomes the central attribute that is core to the entire branding process.

Nigeria is making progress; there is no doubt about it. I’m in the school of thought that we are making progress. What we are clamoring for is that the process should be more visible and meaningful. Nigeria is not doing badly at 52 but that is not to say we cannot do better. Let’s come together and ensure that you play your role and I play mine. PR has played a tremendous role within these 52 years of Nigeria’s independence. The tools of public relations played a major role in securing independence for this country. The implementation of PR wisdom has enabled Nigeria to achieve a lot within these years. Through public lectures, awareness programmes and seminars like these; we try to bring out the element of crisis management. Because right now, we are in a crisis situation in this country and we can come out of it. It’s all about re-addressing the direction of policies and ensuring that your publics are in support of your governance systems. Public relations thrive on mutual understanding and goodwill that would deliver corporate success to all the players. In this situation, we have the government, the people and the corporate. Right now in the country, we have a lot of research materials that can help the government move in the right direction. Let the government call all the professional bodies together and move beyond partisan politics. Let them all work together to move this country forward.

Mr. Jide Ologun, Chairman NIPR, Lagos State.

ID Enang, Executive Coach, Corporate Shepherds

Fundamentally, that slogan Good People, Great Nation did not work because it took away God from the context of nation building.

Good is relative and very subjective. If that had been great people, it takes a great people to make a great nation, because the nation is about great people. Great is not something that is subjective but good is very subjective. We have to go back to the basis if we sincerely want to rebrand.

At 52, it is a shame that we are still not there. It is even more shameful that I worked for a Korean company and the Koreans will tell you that 30 years ago, they used to look up to Nigerians.

And today, they are the ones that are giving us jobs. What is the Nigeria brand? It is the value and philosophy that bind us together. If you call all of the best brand experts to describe Nigeria, they can’t because Nigeria is a conundrum of all kinds. But, there are values we can draw out even from our anthem. If we want to create a real brand, the product, the package and the entire essence must come alive. They must be aligned together, ready to make profit. If it doesn’t make profit, it can never be a brand because a brand must have three solid elements. It must be authentic. It must be consistent. It must have the staying power. When we project unique philosophies and values with these three elements, then we can think of the Nigerian brand.

We Need All Hands On Deck

Desmond Elliot, Nollywood Actor and Film Director No doubt, Nigeria is blessed. As a player in the Nollywood industry, I have absolute faith in this country. Nollywood has exposed different parts of this country and culture to the outside world.

The Nollywood brand has been an enviable vehicle for projecting Nigeria, and indeed, Africa to the Western world. Although we still have to continue to pray and plead with the government to help us in the area of infrastructure. I assure you, if these things are in place, all other sectors like the movie industry will soar beyond our wildest dream. There is hope for the country, Nigeria. All hands should be on deck to propel the country forward. Castigating the government will not help.

We can only pray and hope that this country moves forward for the betterment of everyone.

BrandiQ 60

VOXPOP VOXPOP

Nigeria’s Insurmountable Spirit, So Amazing

Kunle Ahmed, Executive Director, Mansard Insurance

First of all, let me congratulate Nigerians. We are on the threshold of a brand new Nigeria. In spite of the various negative occurrences and unfortunate incidents, Nigeria’s insurmountable spirit is so amazing. Let us pray and be optimistic that things will take shape in the coming years. I honestly believe in the Nigerian project. All developed countries around the world have their tales of woe and economic predicaments and Nigeria’s case cannot be an exception.

However, it is important for us as a nation to begin to evolve in all areas of endeavour. Honestly, Nigeria is not a force to be reckoned with among economically viable nations and it is time we envisioned Nigeria in this respect. We must all believe in Nigeria for progress to occur in all ramifications. There is really no place like home for us; so we have to make it work.

With Good Infrastructures, Rebranding Nigeria would be Easier

Babatunde Akinsanya, Chairman, NIMN, Ikeja Chapter Marketers have much to contribute to the rebranding of this great country. Marketing is the bedrock of every profession; without marketing there would no existing product and Nigeria is a product. The foundation of every successful product is to attain acceptable standard. NIMN can vividly contribute to the development of strategic positioning of Nigeria’s economy especially with the crop of quality marketers we have, that are experienced both locally and internationally and are key players in their various organizations.

Today, what government should focus on are power, security and infrastructure. If government can ensure that these sections can be made available, then rebranding Nigeria will not be a difficult one. We would see foreign investors come into our country which will further open up our market. We are sending a communiqué to the Federal government through the supervisory ministry. And we are writing to the government to invite the members of NIMN to contribute to the development of the economy.

We Need to Package Our Culture Properly Bunmi Oke, President, AAAN

This country is blessed and there is no reason for us to be where we are now. There is still a lot to expect from Nigeria at 52. Part of what is affecting Nigeria is, the images that are supposed to be shown outside are not shown. Positioning our dear country, Nigeria, is very key if we desire to be a force to reckon with in the comity of nations. From the government angle, the beauty and culture of Nigeria should be properly packaged for the outside world to appreciate us. This will make them realize that it not all about 419 but people with intellect; even if we don’t win an award, at least, the image you create of your country. We can learn from Calabar in their ingrained habit of cleanliness, they are a part of Nigeria and we all need to learn from them what they are doing right. If we push selfishness to one side and use sincerity of purpose, I am sure we can do a lot more.

Promoting Local Advertising Content Can Grow Nigeria’s image - Kupoluyi Ayodele,

Executive Director/ COO, Starcom Media Services Ltd.

If you relate our local movie and music industry to what is happening globally, you come to realize that Nigeria is a very unique country. I strongly believe most of our creative woks and recording should be done locally if we desire to project that unique brand personality globally. This means promoting local advertising content should be done to project our image, culture and everything about Nigeria because Nigeria is a very unique country.

BrandiQ 61

VOXPOP VOXPOP

We Will Come Out Stronger, More United Kanayo O. Kanayo, Nollywood Star/ PR Practitioner

One thing you must agree is that for attaining the age of 52, Nigeria has achieved very significantly, unity.

There are countries that could not go through the kind of crisis we are going through now and still be together. If there is no other thing we must celebrate as Nigerians, the unity of this country, the indivisibility of this country must be celebrated. A lot of countries have broken up but we still have our unity in diversity and that is what has helped us all. The security challenges and other issues causing the country problems are the testimonies we are going to give at the end of the day. I am very optimistic that Nigeria is going to come up stronger.

We Need to Fix the Fundamentals Before Brand Communications Funmi Onabolu, Group Managing Director, COSSE Ltd

Building a brand is not an overnight job; there are lots of thing involved in brand building that we do not take into cognizance.

There are some fundamental things that need to change before you can begin to communicate the brand. Nigeria just like any country is not different from any other brand, if you have a brand that is defective itself you will have to fix the product; once you fix all the fundamentals of the product you then begin to communicate them. Then, you can build certain emotions, values and benefits into the minds of the consumers to begin to build your brand. Certainly, the advertising professionals are the ones who can do the job must professionally. But there are whole lots of things that need to be fixed.

Professional PR Practitioners Can Guide us in the Right Direction

Alhaji Mohammed A. Abdullahi (FNIPR), President & Chairman, Governing Council NIPR.

As a brand, Nigeria is undergoing different challenges.

Nigeria is indeed very challenged but we have the materials and the human resources and professionals that can take this country out of the woods. I believe we can do this if we come together as one.

We are aware that Public Relations is the business of everybody. The profession has its own norms, etiquettes and nuances. We have to do everything to get this country out of the woods. If you don’t have a good reputation, there is no way you are going to achieve your goals and objectives. We are going to use all the tools of communication to make sure we reach out to all the different segments of the Nigerian society to ensure that they see the need for us to move forward through the use of public relations. We believe if PR is deployed in the most circumstances of our national life , we are going to achieve our goals. The policy makers, the different institutions, both public and private institutions need to have in their offices professional public relations practitioners that would guide the operations of their organization in the right direction.

I am sure that if we start looking at PR as a management function that needs the people to come together and sit down to perfect their strategies and tactics, we would be able to solve these problems that have been truncating our development and putting our country in bad light.

Branding Must be Addressed Professionally Dr. (Chief) Lugard Aimiuwu, President/Chairman Governing Council, National Institute of Marketing of Nigeria

The fact is that you cannot give what you do not have and that is the arrogance of ignorance. Nigeria belongs to all of us; therefore we should bring all parties together to attain proper positioning.

The National Institute of Marketing of Nigeria can provide that good and quality skills to rebrand Nigeria, we have all the Managers, Directors of companies and they will bring all that experience to fore. Branding is marketing discipline. If Nigeria wants to rebrand, the Nigeria Institute of Marketing should be fully involved because we create brands. It is clear that Nigeria is not serious about rebranding. It has to be addressed professionally. The best resources should be used to get the best results.

BrandiQ 62

SPECIAL FOCUS

Why Some Brands Have Remained Consistent in Nigerian Market from Independence Till Date

By Ekene Odiari and Nathaniel Udoh

M

ost scholars agree unanimously, that a good brand should achieve the following objectives –deliver the message clearly, confirm credibility, connect with target prospects emotionally, motivate the buyer and concrete user loyalty.

However, a company must understand the needs and wants of its consumers and prospects to succeed in branding. The brand resides within the hearts and minds of customers, clients and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.

Advertising and PR professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards for which a company should strive to maintain or surpass. Having a strong brand is invaluable as the battle for customers intensifies day by day. It is important to spend time investing in researching, defining and building your brand. Managing a successful brand is complex and it requires a lot of commitment, insight, and a

willingness to learn and adapt to the changing needs of the consumers.

Since the Nigerian Independence, we have had several brands launched into the market. Some have come and died; while some have disappeared only to resurface after a period of time. However, some brands have remained in the market over the years and have continuously appealed to the consumers. Some of these brands are Coca-Cola, Star Beer, Gala, Omo, Blue Band, Bournvita, Maggi Star, Guinness Foreign Extra Stout and Andrews Liver Salt.

For a brand to remain consistent within a particular market for a long period of time, it should have a brand presence, brand relevance, brand performance, brand advantage and brand bonding. Through these areas, consumers can constantly associate with the brand over the years and in turn, the brand is able to evolve with each changing trend to meet consumers’ expectations.

BrandiQ 63

SPECIAL FOCUS

STAR Lager Beer Star Beer was introduced into the Nigerian market on June 2, 1949 – thereby making the brand the first indigenously brewed beer in a market that was dominated exclusively by imported brands. Over the years, Star has constantly changed its advertising theme to be in tune with its ever-changing consumers.

For instance, “Ah! Star – Beer at its best” was the first campaign slogan introduced in 1949 followed with the “Brightness” campaign in the 1970s and ’80s. In 1989 “Turn to Star – the ideal Brew” was launched and in the 1990s “Live the Brighter Life in Style – Star ahead on Taste” followed. Recently the campaigns have been “Never a dull moment with Star” to “Share the Brighter Life” to “Star Connects”. The latest slogan “Let’s get the party Started” have shown that the advertising history of Star has been consistent in creating the image of BRIGHTNESS, FUN, SOCIABILITY, and BEST for the brand.

It has constantly been creating and transforming itself to match and meet the lifestyle of its consumers with its different brand activities – STAR Mega Jam, STAR Quest, STAR Trek and community festivals. The brand recently re-launched its look to keep up with the changing trend of its consumers. In a recent survey in Lagos with 150 respondents to ascertain what has kept these brands for this long in the market starting with Star Beer, the following findings were made.

Sustainability What do you think has sustained this brand for this long?

promos through advertising.

MAGGI Star Maggi Star was launched into Nigerian market in 1966. Its Agbara factory was opened in 1981 and the Maggi Chicken variant was introduced same year. In line with connecting with its consumers, the first Maggi Cooking Competition was held in 1985. It started its women’s forum in 1996 and launched the star logo in 2003.

Over the years, it has adopted different communication strap lines; ‘Maggi…the secret of good cooking’ was used in the ’80s, ‘Maggi and me…the secret of goodness’ was for the ’90s, while the ’90s was ‘Every woman is a star!’.

Recently its packaging was re-launched and it was fortified with iron. This shows the effort by the brand to remain relevant in the lives of the consumers.

In a fresh survey carried out to determine the techniques deployed by the brand to remain relevant in the market the following findings were made.

42% attributed the sustainability of Star for more than 50 years in the Nigerian market to outstanding quality of the drink, 20% attributed it to taste, 13.33% said it has to do with availability and good distribution network of the drink, 12.67% accounted for advertising, while 12% said it has to do with sustained advertising of the brand.

What do you think should be done to further sustain the brand for another 50 years?

To further sustain the brand for another 50 years, 46.67% suggested that the quality of the drink should be maintained while seeking for opportunities to further improve the brand; 28.67% said Star as a brand should be more involved in CSR activities in Nigeria, while 24.66% said the brand should continue to do more BrandiQ 64

Sustainability What do you think has sustained this brand for this long?

52% said that Maggi has been long in the market as a result of

advertising/promos and 48% attributed it to availability /distribution of the brand.

What do you think should be done to further sustain the

SPECIAL FOCUS brand for another 50 years?

To further sustain the brand in the market for another 50 years,

uted to sustained advertising/promos that accounted for 40% of responses, followed by quality of the drink with 26.67%. Other factors include- availability and distribution (13.33%), taste of the drink scored 10.65% and 9.33% attributed it to packaging.

What do you think should be done to further sustain the brand for another 50 years?

50.7% suggested that Maggi should be repackaged, while 49.3% said the brand has to sustain its level of advertising and reward for customers.

Coca-Cola

Coca-Cola has been bottled in Nigeria since November 1953, after the company was granted a franchise in 1951 to A.G. Leventis Limited.

The Fanta brand was introduced in 1960 to celebrate the country’s Independence, and shortly after, Sprite was launched in 1961. Unlike the very early days, Coca-Cola is no longer the delicious refreshment for city dwellers alone. It is now available in every village and hamlet even in the remotest parts of the country. Over the years, they have deployed different campaigns to bond with their consumers like the ‘Open Happiness’ and recently, the ‘One billion reasons to believe in Africa’.

In a bid to find out what consumers think have sustained the brand a survey was carried out with findings below.

Sustainability What do you think has sustained this brand for this long?

To further sustain Coke in the market for another 50 years, 47.33% suggested a reduction in sugar and gas content, 32.67% said the brand should further increase its support for CSR activities in the country, while 20% said the brand should continue to do promos to reward consumers.

Cadbury Bournvita Cadbury Bournvita has been in the Nigerian market for over 50 years. It has been delivering greattasting cocoa flavoured beverage fortified with milk, essential vitamins and minerals to consumers throughout Nigeria. It unveiled its new packaging format in 2011 which is fortified and enriched to deliver between 15 and 50 per cent of the essential vitamins and minerals needed for the growth and nourishment of children and adults who want total vitality daily. During its re-launch campaign, ‘The New Bourn Identity’ was in line with the American block-buster movie ‘The Bourne Identity’ which created a lot of buzz and connected with its consumers. The TVC showed the chocolate drink reshaped and reborn into an exciting, elegant and reliable handy jar.

A research was carried out to find out what the consumers felt had kept the brand and would keep it further: Sustainability What do you think has sustained this brand for this long?

The sustenance of Coke in the Nigerian market has been attribBrandiQ 65

SPECIAL FOCUS What do you think should be done to further sustain the brand for another 50 years?

To further sustain the brand for another 50 years, 57.4% suggested that Guinness must continue to show support for sports in Nigeria, while 42.6 said the brand should hold unto its excellent packaging.

On how to further sustain the brand for another 50 years, 40% said its quality should be maintained, 36% said there is need to improve on its taste, while 24% suggested that the brand should get more involved in CSR activities.

Guinness Guinness Foreign Extra Stout was first produced in Nigeria in 1962, although it had been introduced into the Nigerian market through importation in the ’40s.

For over 60 years, Guinness Foreign Extra Stout has sold in Nigeria making the country the second largest market for the brand. It comes in 33cl bottles and cans, 45cl and 60cl bottle which was launched into the Nigerian market in 2004. The brand has over the years used different themes to motivate their consumers like ‘Reach for greater heights’ and its recent campaign ‘Made of More’.

Gala Sausage Roll Gala Sausage Roll has been in existence in Nigeria since 1962 and has become a generic name and market leader in the sausage roll market. With its transparent pack, it is highly nutritious and satisfying -made from pure beef filling and rich pastry. Cocktail Gala is a variant of the Gala brand introduced for picnics and parties.

A research was carried out to determine what has kept the brand consistent in the media and the following findings were made.

Sustainability What do you think has sustained this brand for this long?

A research conducted on what has kept the brand consistent till date has the following to say: Sustainability What do you think has sustained this brand for this long?

Gala as a brand has sustained for this long as a result of availability and distribution that accounted for 40%, taste of the product took 22%, 13.33% went for quality of the brand, while only 12% attributed it to packaging.

What do you think should be done to further sustain the brand for another 50 years?

40.67% attributed the existence of Guinness Foreign Extra Stout for more than 50 years to packaging, 20.67% said it is as a result of advertising/ promos, quality of the drink accounted for 17.33%, 12% attributed it to availability and distribution, while 9.33% gave it to taste.

What do you think should be done to further sustain the brand for another 50 years?

BrandiQ 66

SPECIAL FOCUS To further sustain gala brand of sausage roll in the market for another 50 years, 66.65% suggested on improving the quality of gala, 14% said the quality should be maintained, 12.67 suggested making gala bigger, while 6.67% said gala should be repackaged.

OMO Omo has one of the richest histories in the detergent category in Nigeria. The brand has spanned generations of domestic households to become a generic name for detergents in the country.

Local production of Omo began in 1962 at the Lever Brothers factory, Aba, in Abia State. Since then, the brand has not only grown with the country over the years, but also made several improvements on its formulation to bolster up its cleaning properties and ensure that it is consumers’ detergent of choice. A new variant of Omo was launched during its 50th anniversary - Omo Multi-active with additional properties to foster angst-free cleaning, especially children’s clothes.

The new OMO Multi-active comes with a superior formulation and perfume and removes tough dried-in stains in one STEP, thereby giving consumers a better washing powder than ever before. Over the years, the brand has deployed different campaign themes that have resonated with consumers and created a controversial viewpoint in the industry. One of its popular and controversial campaigns was the ‘Dirt is good’, with its TVC where a school boy is determined to catch a hen for the grand mother, without minding the dirt sustained. A survey was carried out to find out why the detergent has remained consistent in the market. Below are the findings.

CONCLUSION The insatiable nature of man has made it difficult for brand owners to satisfy consumers as they are always demanding.

Managing and sustaining brands go beyond mere advertising of brands to possessing some attributes that can help endear consumers to them. Attributes but no limited to good taste, superior quality, availability/ good channel of distribution, advertising promotions, etc., have been identified by brand scholars to form the rationale by which consumers choose a particular brand over competition in the market.

Brands that are identified with the above attributes normally appeal to consumers more than others. In the end, the brand is endowed with good brand image that helps to enhance brand value and brand equity.

This may have formed the basis on which Brands such as Star Lager Beer, Maggi Star, Coca-Cola, Cadbury Bournvita, Guinness, Gala Sausage Roll and OMO have leveraged some of these attributes, confirmed by an empirical study conducted by BIQ Research team to sustain themselves in the Nigerian market from the ’60s till date.

Sustainability What do you think has sustained this brand for this long?

For Omo, its long years of existence in the market has been attributed to first the quality of the brand with 48%, followed by sustained advertising that accounted for 38.7% , while 13.3% gave it to availability and distribution.

What do you think should be done to further sustain the brand for another 50 years?

To further sustain Omo for another 50 years in the market, 60% suggested that the quality of the product should be further maintained, while 40% said that the brand should sustain its tempo in advertising and continue to reward customers.

BrandiQ 67

SPECIAL FOCUS

Since the evolution of man, music has played a crucial role in all spheres of human endeavor. Little wonder that music remains a constant socio-religious touch point for entertainment and spirituality.

From the time when Nigeria gained her Independence in 1960 till now, the musical trend has evolved dramatically such that discerning minds are obliged to pose some fundamental questions: Following the immense financial gains immanent in the Nigerian music industry at the moment, could it safely be said that the songs churned out are top notch with flawless lyrical content? Can the music production of today remain evergreen in our minds like those of the ’60s and ’80s? What is the future of the Nigerian music industry after 52 years of our Independence?

Remarkably, the 1970s and ’80s heralded economic boom for the country and engendered a faster pace and vivacity in our social life.

Parties and social events were opened with several popular highlife and juju tunes from the likes of late Sir I. K. Dairo, Bobby Benson, King Sunny Ade, Victor Olaiya, Victor Uwaifo, Chris Ajilo, Dele Ojo, Haruna Ishola, Osita Osadebe, Ebenezer Obey, Rex Jim Lawson, Prince Nico Mbarga, and many others.

BrandiQ 68

Nigeria’s Music Industry @ 52: Comparative Analysis of Two Eras

By Abiodun Obisesan and Nathaniel Udoh During this period, these musicians exhibited profound mastery of various musical instruments. The great music maestro, Fela Anikulapo Kuti, whose protestant and anti-government discographies still capture current socio political issues in the country, is emblematic of the admiration the post-Independence musicians get.

The later part of 1980s and ’90s brought their own peculiarities, which included the alien pop culture, and a downturn in the economic fortunes of the country. The new economic situation caused a lull in social activities. Juju and particularly highlife music lost a larger part of its patrons. The new trend was pop music and remarkably too, many record labels felt the economic heat and thus went under.

However, with a rise of technology in the media, another generation

SPECIAL FOCUS of musicians emerged. The Nigerian Music industry had some sort of renaissance in the mid-2000s when Nigerians at home and in the Diaspora, started listening to our homegrown talent and supporting our Nigerian entertainment content more fervently.

Postmodern Nigerian music artistes such as Tu Face, D’banj, M.I,

between ’60s-80s and now, BrandiQ Research team, conducted a survey with 500 respondents among Nigerians in all walks of life to uncover the likely missing link between the former and the latter in areas discussed below.

Quality of Music At 52 years of independence do you think the quality of music today is better than in the 60s and 80s?

70

64

60 50 40

36

Yes

30

No

20 10 0 Yes

Asha, WizKid, Tiwa Savage, and others have continued shine like a million stars on the entertainment scene over time. More than before, the Nigerian audience has constantly witnessed the emergence of budding music performers re-enacting the noble act of crooning melodious tunes, tantalizing rhymes and breathtaking rhythms. In spite of the phenomenal growth experienced in the music industry today, questions have been raised over the lack of substance and creativity in the lyrical content of musical productions.

During the ’60s and ’80s, it was not fashionable to embark on music as a profession. In fact, with the immeasurable opportunities that abounded then, Fela Anikulapo Kuti, deliberately went against his

No

Whether the quality of music today is better than in the 60s80s, 64% of the respondents said no, with only 36 % were in the affirmative “yes” Skills in the use of Musical Instrument Do you think the contemporary artistes are more skillful in musical instrument than those in 60s-80s?

No they are not

70

Yes they are No they are not Yes they are

30

0

20

40

60

80

Making a comparative analysis between contemporary music artistes and those in the 60s-80s in the use of musical instruments, 70% of the respondents said that contemporary music artistes are not as skillful as those in 60s -80s, in musical instruments withonly 30% that said they are.

Ability to Stand the Taste of Time parent’s original wish of studying Medicine abroad but studied Music instead. This was indicative of the unparalleled devotion musicians of the era displayed to the act. Today, in as much as we cannot deny that the music industry is replete with talents; it is obvious that it is also plagued with pretenders.

Today, the get-rich-quick syndrome has been fueled by the advent of music reality shows in the industry. Such shows usually promise staggering rewards in a bid to discover gifted artistes who lack the opportunity to showcase their musical talents. In an attempt to make a comparative assessment of the Nigerian music industry

80 70 60 50

80

40

It stands more than It does not stand

30 20 10 0

20

It stands more than

It does not stand

BrandiQ 69

SPECIAL FOCUS Does today’s Nigerian music stand the test of time compared to those in the 60s-80s?

80% of the respondents were of the opinion that today’s music does not stand the taste of time compared to those in 60s-80s, with 20% that said it does.

Low

18.4

Average

Level of Technology Is the technological advancement in the Nigerian music industry now more superior to those in 60s and 80s?

High

30

0

No

Average Low

2.6

Yes

High

51.6

10

20

30

40

50

60

Overall Performance What is your overall performance of the Nigerian music industry today compared to the 60s-80s?

97.4

63.6

70 60 50

97.4% of the respondents affirmed that the technological advancement in Nigerian music now is more superior to those in the 60s-8os with only 2.6% that said it is not.

Motive in Music What in your opinion is the main motive behind Nigerians going into music today?

50 50 45 40 35 30 25 20 15 10 5 0

Unemploment

12

10.8

10

11.2

To be famous/make money 6

Peer influence/pressure Western influence Sponsrship Being talented

On the motive behind Nigerians going into music today, 50% of the respondents attributed it to unemployment in the country. Opportunity to be famous/make money accounted for 12 %, sponsorship scored 11%, peer influence (10.8%)western influence(10%), and being talented with accounted for only 6%.

Musical Content How do you rate the musical content of Nigerian musicians now compared to 60s-80s?

The musical content of Nigerian musicians today is rated low with 63.6%, 20.4% of the respondents rated it average, with only 16% that rated it high.

BrandiQ 70

High

40

Average

30 20

16

Low

20.4

10 0

High

Average

Low

On the overall, the performance of the Nigerian music industry is considered to be on the average with 51.6%, High rate of performance accounted for 30%, while 18.4% rated it low.

Music, no doubt, is a universal form of human expression. It is one of the non-negotiable art form for conveying human feelings, expressions, ideas, etc. One of the qualities of a good music is its ability to convey a strong universal message to audience.

From this study, however, it is clear that at 52 years of Nigeria’s Independence, the quality of music in Nigeria is still short of outstanding quality compared to what it used to be in the 60s-80s. In spite of the high level of technology deployment in Nigerian music industry, this does not have a positive impact on the musicians in the country as of now.

This is so because, comers into music in Nigeria nowadays, tend not to be driven by passion as it used to be in the 60s80s, but due to factors such as unemployment, opportunity to be famous/make money, bandwagon effect, and sponsorship by companies/individuals. The bottom line, therefore, is that contemporary music in Nigeria does not stand the test of time compared to 60s-80s. This has contributed to the overall low performance of Nigerian music industry today compared to 60s-80s. This is a wake-up call for the government, practitioners and stakeholders in the industry to urgently reposition the industry to what it used to be in the 60s-80s.

DESTINATION BRANDING

10 Top Country Destinations in the World vs. Nigeria

By Phil Osagie

N

igeria prides itself as the Giant of Africa, the largest black nation on earth, the land of opportunities.

Nigeria also declares itself as -Good People, Great Nation. It is, however, important to quickly remind ourselves that a brand is what you say about yourself. Your brand is what people say about you. And what people say about you is defined by the totality of your actions, the sincerity of your purpose, the clarity of your brand promise and most importantly, your consistently delivering on that promise. “All men are alike in their

promises. It is in their delivery that they are different.”

It is perhaps imperative to start with a contextual framework, and understand the definition of a brand. We can take the familiar view of a brand as being part of our lives, where its personality represents a promise and a set of values that are supported by benefits, features and functions that deliver that promise. “Brands have relationships with their users, often throughout the lives of the individuals and their families. The ob-

vious value of brands is their ability to translate reputation and loyalty among their users into long-lived and reliable profit.”

A quick definition check will help us before we apply the lessons to Nigeria, sitting and being compared among the greatest destination brands on earth. Branding began as a way to tell one person’s cattle from another, by mean of a hot iron stamp. This branding iron is a tool which uses the process of pressing a heated metal object against an object or livestock, with the intention of BrandiQ 71

D E ST I N AT I O N B R A N D I N G leaving a mark. “A brand is, therefore, a singular idea or concept that you own inside the mind of a prospect” (Al Reis). Brand is the emotional taste that comes after an experience.

Branding then, is the sum total of how someone perceives a nation or an organisation. Branding is about shaping that perception. Branding is the art of building that perception. What you want people to think about you and what people actually do think about you, are not usually the same.

Branding is what helps build that bridge. “It is more than a name and a symbol. A brand is created by people, visuals, culture, style, words, messages, PR and the media epically social media. Like when a child is born and given a name, a brand needs nurturing, support, development and continuous care in order to thrive and grow. Some brands have a life cycle and grow like people. Some brands are timeless and never seem to die.

They keep getting ‘born again’ or reinvented, while some brands only live a short time.”

Brands such as Lucozade, Coca-Cola, Apple, Nike, Emirates, Rolls Royce, Paris, Lagos and such others all evoke clear meanings, images and associations, each with an identity that separates it from its direct competition and make it more or less attractive to the potential user. Taking two

BrandiQ 72

examples from the list above, the names Paris and Lagos instantly convey different meanings to the minds of the public. Most people can describe Paris in one word and can also do same for Lagos. What that word is, from the branding definitions above, is a function of not what the city says, but what the city does and stands for.

From a country perspective, think of the image that instantly forms in your mental processing system when you hear the country name the USA or UK or Nigeria or China.

Like Lagos or Paris, you can distil your impression about each country in one word.

That ONE word is the brand image of that country whether it likes it or not! This is because the brand is the emotional aftertaste that comes after an experience.

Branding was applied to consumer products long before the industrial revolution.

But the idea of tourism destination branding originated in the 1990s. As a result, we now have a load of destination slogans – I love New York, Your Singapore, Incredible India, Toronto Yours To Discover, South Africa- It is Possible… Even Afghanistan positions itself as the ‘last unconquered mountain in the world’. The last slogan for Nigeria was- Good People, Great Nation. How that stands in comparison to other destination brands will be examined. So where does Nigeria stand versus the rest of the world

when it comes to destination branding and where does Nigeria stand in the comity of great nations?

According to Wikipedia and Map of the World rankings, the 10 top tourists’ destinations currently are: 1.

France 2.

Spain 3. USA 4.

China 5.

Italy 6. UK 7.

Germany 8. Ukraine 9.

Turkey 10.

Mexico 82 million tourists visited France last year, 59 million went to Spain and 21 million went to the 10th ranked Mexico.

In term of cities, Trip Advisor and Traveller’s Choice Awards selected the following cities as the world’s best destinations: 1.

Cape Town, South Africa 2.

Sydney 3.

Machu Pichu Peru 4.

Paris 5.

Rio De Janeiro 6.

New York 7.

Rome 8.

London 9.

Barcelona

D E ST I N AT I O N B R A N D I N G 10.

Hong Kong

The authoritative Country Brand Index produced by Future Brand with additional sources from over 50 respectable institutions including CNN, BBC, Bloomberg, UN, New York Times, will be a credible index to also refer to. They did a comprehensive survey on 112 countries including Nigeria, and came up with this destination ranking: 1.

Canada 2.

Switzerland 3.

New Zealand 4.

Japan 5.

Australia 6. USA 7.

Sweden 8.

Finland 9.

France 10.

Italy 11. UK Of all the 113 nations surveyed, Pakistan ranked last closely followed by Zimbabwe.

Thankfully Nigeria did not score last, but sadly was in the bottom 10, occupying position 108 out of 112!

The bottom 11 nations from a branding and perception perspective were: 1.

Pakistan (1st from the bottom!)

2.

Zimbabwe 3.

Iran 4.

Libya 5.

El Salvador 6.

NIGERIA 7.

Bangladesh 8.

Paraguay 9. Ukraine 10.

Senegal 11.

Congo

• Familiarity- how well do people know the country and its offerings?

• Association- what qualities come to mind when people think of the country? The association dimensions are value system, good for business, heritage, culture and tourism • Preference - how highly do audiences esteem the country?

• Consideration- is the country considered for frequent visits and commercial transactions?

• Advocacy- do visitors recommend the country to family, friends and colleagues?

• Quality of life - job opportunities, desire to live in, safety, healthcare, education, housing and overall standard of living.

Simon Anholt adds that the people in the country themselves, how they behave when abroad and how they treat visitors to their country all help to shape the country’s brand. What makes a strong country brand is where the country creates a strong emotional desire, is consistent across all touch points, has an eye on the future and drives the world forward.

Looking at the criteria above, Nigeria’s poor brand ranking cannot be classified as another attempt by the Western nations to paint the country and the continent in the usual bad light. This victim mentality blurs vision and does not produce a radical change in thinking and behaviour that is essential to long-term change and progress.

The best performing African nations in the global brands ranking were Mauritius at 22, South Africa at 35, Egypt at 57. Ghana was ahead of Nigeria at 91. According to the CBI, ‘for the past 7 years, almost every African nation has underperformed across all measures. The devastating impacts of disease, malnutrition, AIDS, civil unrest, war and poor capital infrastructure mean that African country brands face a startling disadvantage.’

The power of a country brand is directly proportionate to the power of its people, its leadership and its sense of purpose in the global community. In realising this strength, a country can create a better life for its citizens. A country’s brand strength is her ultimate intangible asset and goes beyond it geographic size, financial performance or levels of awareness. Managed properly, it can be a lasting vehicle for goodwill, encouraging forgiveness in difficult times, and disproportionately boosting the value of exports.

The criteria used in assessing the brand value of nations included the following: • Awareness- how top of mind is the country?

Today, every country, city and region on earth must compete with every other for its share of the world’s commercial, political, social and actual transactions in what is

virtually a global single market. As in any busy market place, brand image becomes critical. People do not have the time, the patience or the expertise to understand the real difference between the offerings of one country and another. So, people fall back on their fundamental belief and prejudices about those countries to help them make their decisions.

‘Countries with a reputation for being poor, uncultured, backward, dangerous or corrupt will find that everything they or their citizens try to achieve outside their countries is harder. Destination brand mean destination’s competitive identity. It represents the core essence and enduring characteristic of a destination. It is the country’s DNA. A destination brand represents the dynamic interaction between the destination’s core assets and the way in which potential visitors perceive them. A destination brand generally cannot be manufactured like a consumer product. A country inherits its core asset- landscape, people, culture and history. How the country manages and presents these assets influences the emotional value potential visitors attach to them.’

Restating a communications truism, you do not change people’s perception of a country with smart advertising and public relations.

They need to be backed by substance as well as obvious and credible demonstration of brand compliant behaviour, physical infrastructure and actual performance. You change people’s perception by finding the truth, finding an idea that embraces that truth and putting it through everything you do.

For Nigeria to move up from the embarrassing bottom 10 in the world brand ranking, the people have a responsibility to constantly challenge the nation’s leadership to build the Nigeria brand, not just by smart slogans, claims to greatness and impressive declarations. All these are peripherals. Without a core and solid substance, it becomes like a rocking, moving but going nowhere.

Dr Phil Osagie - BrandiQ Editorial Board Chairman - is Global Strategist, JSP Communications & PR Expert on Emerging Markets BrandiQ 73

POLITICAL MARKETING

Political Agenda Setting and the Nigerian Media

By Agbo Agbo

During the first term of Chief Olusegun Obasanjo’s regime, Chief Dapo Sarumi, then a minister in the cabinet was travelling to Epe, his village in Lagos State when his convoy arrived at an accident scene involving a newly wedded couple just returning from their honeymoon; some media reports had it then that Sarumi’s convoy simply drove by without helping the couple who eventually died.

T

he media ripples that followed that incidence were instantaneous and damning, especially as the lady’s father was a former director general of NTA. Sarumi was berated for his “inhuman” attitude; he was also called all sorts of unprintable names. As a result of the overwhelming media backlash, Obasanjo was forced to drop him in a minor cabinet reshuffle that took place a few weeks later even though he was a close ally of the then President.

But when eye witness accounts started filtering in that Sarumi actually stopped and ordered a car in his convoy to convey the couple to the hospital, the harm had already been done and the political career of Sarumi practically ended even though columnists like Segun Adeniyi of Thisday and others later apologised to him.

This goes to show the awesome power of the media in any society; the media can make or mar a government or an individual for good - like the case of Sarumi showed.

To this end, Mass Communication plays an important role in any society; its purpose is to inform the public about current and past events. Mass communication is defined as the process whereby professional communicators use technological devices to share BrandiQ 74

messages over great distances to influence large audiences. Within this process the media, which can be a newspaper, a book and television, takes control of the information we see or hear and disseminates it.

The media then uses gatekeeping and agenda setting theory to control our access to news, information, and entertainment.

Gatekeeping is a series of checkpoints that the news has to go through before it gets to the public. Through this process many people have to decide whether or not the news is to be seen or heard. Some gatekeepers might include reporters, writers, and editors.

Some critical questions will arise from this.

Why then is the Nigerian media not setting the agenda in political discourse? Why is the media not refocusing attention on issues like the rapid rise in the poverty level, climate change that has wreaked havoc in some communities, unemployment, corruption, the deplorable state of our education, health facilities, roads and a myriad of other issues?

Agenda setting describes a very powerful influence of the media – the ability to tell us what issues are important. As far back as 1922, the newspaper columnist Walter Lippmann was concerned that the media had the power to present images to the public.

Prof. Maxwell McCombs and Prof. Donald Shaw investigated presidential campaigns in the USA in

1968, 1972 and 1976. In the research done in 1968, they focused on two elements: awareness and information. Investigating the agenda-setting function of the mass media, they attempted to assess the relationship between what voters in one community said were important issues and the actual content of the media messages used during the campaign. McCombs and Shaw concluded that the mass media exerted a significant influence on what voters considered to be the major issues of the campaign.

Agenda-setting theory therefore is the creation of public awareness and concern of salient issues by the news media. Two basic assumptions underlie most research on agenda-setting. The first is that the press and the media do not reflect reality; they filter and shape it; Secondly, media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues. One of the most critical aspects in the concept of an agenda-setting role of mass communication is the time frame for this phenomenon.

In addition, different media have different agenda-setting potential. Agenda-setting theory seems quite appropriate to help us understand the pervasive role of the media.

Source: Prof. Frank Brettschneider, University Höhenheim, Germany

POLITICAL MARKETING According to McCombs and Shaw, “This impact of the mass media- the ability to effect cognitive change among individuals, to structure their thinking- has been labelled the agenda-setting function of mass communication. Here may lay the most important effect of mass communication, its ability to mentally order and organize our world for us. In short, the mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about.

Nigerians who are old enough would remember with nostalgia the issues-driven politics of the second republic (that is without the corruption and rigging aspect of it).

Then, there was a clear cut difference between say the Unity Party of Nigeria (UPN) and the National Party of Nigeria (NPN). A visitor to a UPN controlled state will witness “free education at all levels”, while a visitor to a NPN controlled state will witness “qualitative education.” They also have robust policies on agriculture and other aspects of the economy. The other parties, NPP, GNPP and PRP all have political ideologies and manifestoes that drive their beliefs and connect them with the Nigerian electorate.

As a follow up to McCombs and Shaw’s research, David Weaver in 1972 joined McCombs and Shaw in a project study of the 1976 U.S. presidential election. Within this project, the researchers studied the attributes of the agenda, the description of presidential candidates in the news and the agenda attributes in voters’ descriptions of the candidates.

Throughout this study, the researchers found out that there was a relationship between the media agenda and the public agenda. These studies are for the purpose of looking at the media issues and determining whether these issues are important. Therefore, the second level of agenda plays an important role in this study because it decides what parts of the issues are important in regards to the presidential election. The big question here is - what is the missing link back home in Nigeria?

The missing link is not far-fetched. According to Dr. Kelvin Ogubuaja, a policy analyst and social critic, “our politics has deviated

from the core issues of ideologies, manifestoes and parties to individuals. Politicians can now sit in their living rooms and “invite” Journalists to tell them about their ‘presidential ambitions’ without a clear cut ideological underpinning and manifestoes on how they intend to ‘make Nigeria great again!’ It is so unfortunate that the brown envelop syndrome is rearing its ugly head again. Any society where its media is for sale is finished; our media should prove to us that they have not sold out.” So what is the way forward if his analysis is close to the truth?

A survey conducted by the BrandiQ team revealed that Nigerians believe strongly that the media should take the blame for this lacuna. Adesoji Rotimi, a Civil Servant in Lagos said he could remember vividly while he was in secondary school in Ibadan that the UPN had a party manifesto where they outlined what they intend to do for the states they control. “I enjoyed free education for a substantial part of my secondary school. Even though I was not as intelligent as I am now, but I could still recollect that when you pick a copy of Daily Sketch then, you are sure to see what UPN is doing right and what NPN is doing wrong. The same applies when you buy a copy of New Nigerian or Daily Times which is a reverse of what Sketch does back then. This was the era when the media set the agenda and the politicians follow, I can’t say that I have seen the manifesto of PDP or the Labour Party” He added.

Corroborating Rotimi’s stance, Johnson Nwachukwu, an entrepreneur said it appears the Nigerian media is oblivious of the power it wields. “The Nigerian media thwarted the third term gambit of former President Olusegun Obasanjo, but it is disheartening to now see the same media tagging along our spineless politicians telling us about issues that will not take us anywhere. I don’t see any of them telling us how to address the rot in our education and health sector; I don’t see any of them telling us how they will fix the Benin-Ore, LagosIbadan and other highways across the country; I don’t hear any of them telling us how they intend to create jobs. Our media need to wake up.”

the dearth of issue generated politics has made the race in some governorship race “a race of mediocres dictated by mediocres for mediocres, in essence I have never seen Nigerians taken for granted like they are now.

I see politicians telling us that they want to make Nigeria great again; how do they intend to do this? Nobody seems to be asking this very simple but critical question.

Where is their road map, all they are concerned about is how to become Governor.”

Tunjim Olaniyan, a public policy analyst said opinion Leaders and what he termed “boundary spanners” are very important to the media by using their networks to pass on the flow of information. “An opinion leader is often someone who is thought of by others to know a significant amount of information on a topic or is an ‘expert’.

This could be anyone from a specialist in a certain field, a politician who is the head of a specific committee in the National Assembly, or even a mom who is very active in the PTA. They are often at the center of a social network, more attentive to outside information and capable of influence. Since the opinion leaders are those in a social network who are most likely to watch the news or pay attention to the media, they are an extremely important tool at spreading information to the masses and dictating the tone of news in the media.”

By “boundary Spanners”, Olaniyan says he means those in the media who can span across various mediums. They can be essential to the flow of important information. Boundary spanners can be used by the media in setting its agenda by getting information and ideas to a variety of mediums, rather than just one.

This theory of agenda setting has many uses in society. First of all, it gives the media power to establish what news we see or hear and what part of the news is important to see or hear. Agenda setting is also used to establish the media agenda and to retrieve opinion from the public. It is equally important in the realm of politics because the public agenda influences the policy agenda which means that political candidates will try to focus on issues that the public wants to hear about.

Bodunrin Olanrewaju, a Bank manager said BrandiQ 75

photocafe photocafe 2012 Landmark Events

NEW GLOBAL HEINEKEN BOTTLE LAUNCHAND PREMIERE OF SKYFALL

Jacqueline Van Fassen, Senior Brand Manager Heineken Carrying the Silver briefcase containing the new Heineken Global bottle

Yinka Davies serenades the crowds at the Heineken new global bottle launch

Marketing Director Walter Drenth and Managing Director Nicholaas Vervelde of Nigerian Breweries

Marketing Director, Walter Drenth and National Trade Marketing Manager, Wietse Mutters and friends

Marketing Director Nigerian Breweries Walter Drenth; Victor Famuyibo; MD Nigerian Breweries, Nicolaas Vervelde and Sales Director Nigerian Breweries Hurbert Eze

Guests having fun

Victor Ikpebe and Tu-Face with guests

Doing it the Heineken way

LAIF AWARDS 2012

L-R Franklin Ozekhome and Simisola Hughes of Insight Communications accepts Awards from Richard Efunbote of Eminent Communications accepts award from the LAIF Host the LAIF Host

Lucky Akpojotor of DDB Lagos accepts award from the LAIF Host

Guests at the event.

Maltina Dance All Season 6

The Green Family, winners of the Maltina Dance All Season 6

BrandiQ 76

Walter Drenth, Marketing Director NB Plc, Presents Car Keys to Green Family . While; Mr. Nicholaas Vervelde, M/D NB Plc and Mrs Adefulure Orelope, Deputy Governor Lagos State, Congratulates The Winning Family

Mr. Nicholaas Vervelde, Managing Director Nigerian Breweries, Mrs Adefulure Orelope, Deputy Governor Lagos State and Mrs Vervelde at the Grand Finale of Maltina Dance All Season 6, held In Lagos

Janell, Muyiwa and Mike (MDA Judges) at MDA Season 6 Grand Finale, in Lagos

photocafe photocafe 2012 Landmark Events

Alcohol Marketing & Marketing Communications Summit By APCON

L-R; Mr. Jimi Awosika, MD Insight Communications, Mr. Nicholaas Vervelde, Chairman Beer Sectoral Group, Manufacturers Association of Nigeria And APCON Chairman, Mr. Lolu Akinwumi

L-R; Mrs. Hannah Oyebanjo, of Redwood Consulting, Alhaji Garba Bello Kankarofi, Registrar/Chief Executive APCON And Mrs. Vera Ngozi Osokoya, Deputy Director Marketing Radio Nigeria

L-R; Ade Akinde, APCON, ASP Chairman, Alhaji Garba Bello Kankarofi, Registrar/Chief Executive APCON And APCON Chairman, Mr. Lolu Akinwumi

L-R; Mr Ken Williams, Senior Advisor ICAP, Mr Stephan Loerke, MD. World Federation of Advertisers and, Mr. Nicholaas Vervelde, Chairman Beer Sectoral Group, Manufacturers Association of Nigeria

NIPR 23rd Annual General Meeting Conference Of NIPR Lagos State Chapter

L-R; Mrs Ronke Osho, Director Press & PR, Ministry of Information & Strategy Lagos State, Barrister Jide Ologun, Chairman Lagos State Chapter (NIPR) and Dr Olusanya Awosan, Special Adviser to the Special Adviser to President Goodluck Jonathan on Public Affairs, at the NIPR 23rd Annual General Meeting /Conference

L-R: Dr Stephen Adebayo, Registrar (NIPR), Alhaji Uthman Bolaji, D.G Lagos State Records & Archives Bureau and Mrs Clandia Binite, representing The President Of The Institute Of Chartered Accountants Of Nigeria(ICAN)

L-R: Dr Olusanya Awosan, Special Adviser to President Good luck Jonathan on Public Affairs, Alhaji Abdullai Mohammed, President (NIPR) and Dr Rotimi Oladele, Council Member (NIPR Lagos State Chapter) at The 23rd Annual General Meeting /Conference of NIPR, Lagos State Chapter

L-R: Alhaji Abdullai Mohammed, President (NIPR) and Barrister Jide Ologun, Chairman Lagos State Chapter (NIPR)

Monde Gold Quality Award

L-R: Mr Edem Vindah, Media /Public Affairs Manager Nigerian Breweries, Jimi Awosika, MD Insight Communications and Walter Drenth, Marketing Director Nigerian Breweries at the Event to Celebrate Monde Gold Quality Award Won by Legend Extra Stout

Two Beautiful Models Unveiling the Award

L-R: Tony Agenmonmen, Marketing ManagerLager Nigerian Breweries, Walter Drenth, Marketing Director Nigerian Breweries and Funsho Ayeni, Brand Manager Legend Extra Stout

Africa’s Number One Rapper, MI Trills Friend’s/ Loyalist Of The Number One Stout (Legend Extra Stout) At The Event To Celebrate Monde Gold Quality Award

Nateo C thrills Fans at the Concert

Omawunmi thrills Fans at the Concert

Close Up Loves NAija ConCert

Dapo Apolola, Brand Manager Close Up, Mr Thabo Mabe, MD Unilever Nig Plc, Mr David Ukeme, Brand Building Director, Unilever Nig Plc, Unveiling The New Look Close Up Package

Tuface thrills Fans at the Concert

BrandiQ 77

photocafe photocafe 2012 Landmark Events

adVERTISING DAY

Professor Pat Utomi, Guest Lecturer

Alhaji Garba Bello-Kankarofi, Registrar APCON

Lolu Akinwumi making a remark at the event

L-R: Lolu Akinwumi, Bunmi Oke, Pat Utomi, an APCON Executive

MARKETING WORLD AWARDS

Mr. Lampe Omoyele, Africa Marketing Director GlaxoSmithKline, Consumer Healthcare Plc, presenting the award for Creative Agency of the Year to Mr. Franklin Ozekhome, Head of Marketing, Insight Communications, at the 2012 Marketing World Award held in Lagos.

Mr. Lampe Omoyele, Africa Marketing Director GlaxoSmithKline, Consumer Healthcare Plc, presenting the award for Digital Agency of the Year to Mr. Dayo Adefila, COO, HotSauce Media

Mr. Enitan Denloye, Director, Brands and Communications, Etisalat, receiving the award for the Telecoms Company of the Year, from Mrs. Bunmi Oke, COO/ED, 141 Worldwide

Mrs. Bunmi Oke, COO/ED, 141 Worldwide; Mr. Lampe Omoyele, Marketing Director GSK; Mrs. Iquo Ukoh, ED, Marketing Service, Nestle Nigeria displaying her award for Lifetime Achievement Award

Mr. Ayodele Kupoluyi, ED/COO, Starcom Media; Mr. Ayo Oluwatosin, Managing Consultant, Starcom Media; Mrs. Iquo Ukoh, ED, Marketing Services Nestle Nigeria displaying her award for Lifetime Achievement Award and Mrs. Nkiru Olumide-Ojo, Head, Brands and Communication, Forte Oil.

Mrs. Kehinde Olesin, Acting Group Editor, Marketing World; Mr. Enitan Denloye, Director, Brands and Communications, Etisalat; Mrs. Iquo Ukoh, ED, Marketing Service, Nestle Nigeria, her husband, Mr. Ukoh; Mrs. Bunmi Oke, The COO/ED, 141 Worldwide and Mr. Akin Naphtal, Group Publisher, MW Magazine

Mr. Tunji Olugbodi, Group MD/ CEO, Verdant Zeal Communications, presenting the award for Radio Channel of the Year to Mosun Orioye of CoolFM on behalf of sister station WAZOBIA FM

Mr. Ayodele Kupoluyi, ED/COO, Starcom Mdeia; Mrs. Bunmi Oke, COO/ED, 141 Worldwide; Mr. Ayo Oluwatosin, Managing Consultant, Starcom Media and Mr. Franklin Ozekhome, Head of Marketing, Insight Communications, at the 2012 Marketing World Award held in Lagos.

GUINNESS ‘FLY WITH THE EAGLES’ CAMPAIGN

Commercial Director, Guinness, Lisa Nichols; MD/CEO, Seni Adetu; Marketing and Innovation Director, Austin Ufomba and Super Eagles Assistant Coach Daniel Amokachi at the launch of “Fly with the Eagles” Campaign

BrandiQ 78

Commercial Director, Lisa Nichols, MD/CEO Seni Adetu; First Vice President, Nigeria Football Federation, Mike Umeh and Marketing Director, Austin Ufomba at the launch.

Mike Itemagbo, NFF Official, Seni Adetu, MD/CEO Guinness and Daniel Amokachi, Assistant Coach of Super Eagles at the launch.

Sales Director, Guinness, Udo Anya; Commercial Director, Lisa Nichols, MD/CEO Seni Adetu, First Vice President, Nigeria Football Federation, Mike Umeh at the launch.

INDUSTRY AMAZON

Traditional Media Buyers May Go into Extinction- Jane Okoronkwo, Media Integra

Henry Otalor in this chat with, Jane Okoronkwo, Executive Director, Media Intergra, a graduate of Sociology from the University of Calabar and seasoned media buyer and planner shares her views and experiences about media buying and outdoor advertising in Nigeria.

My journey to the Position of Executive Director of Media Integra It has been very interesting, challenging but overall, very satisfying. Media Integra is a media management service provider. We are a communications company, to be specific, media specialists, meaning we understand the channel side of things and we engage from that perspective where information is assessed by people. We do know that the channels have the strength of influence in terms of the overall deliverables in communications and I am happy to be among those driving this aspect of communications.

Preferred channel of Communication It all depends on the need. We must be positioned to study and find out everything about information distribution. Wherever people source for information, it is our business to understand so that we can give advice that is useful to clients. We are a channel specialist in the sense that we use every channel that has been explored. We also look at trends to find out where the next big thing is coming from because people definitely will seek out information as long as they live. So, every channel is important, probably at different times.

Viability of the Sector I believe that, in today’s context, if someone is a media buyer and media planner in the traditional sense, the person’s services, sooner than later will be extinct. You need to broaden your horizon because it is no longer as simple as it used to be. Today’s world is about value and it is a totally different kind of value that we knew initially because consumers have moved on from being a mass pack because of the proliferation of channels.

Today, we talk about digitalization which is an option; we also talk about many other options. The gap has fussed within the buyBrandiQ 79

INDUSTRY AMAZON ing processes. Consumers decide what the market is. That is why these days, you have variants of the same product. It will be a bit difficult for anybody who wants to still play the same old way to provide quality solutions for clients.

How brands are exploiting the advantages of media specialist.

Forward looking brands are already doing that. If you check in the history of advertising, not too many years back, ad agencies did everything. But then we had very few big spenders unlike today. In the market today, media buyers have basically taken control of those roles; jobs are being contracted out although clients are getting a lot more involved because their perception was that media buying agencies are just spending money so they weren’t sure of where the value came from. Besides, with the recession, cost became an issue, but value driven companies, understand that the issues, is not about commissions, it is really about results, impact and returns, so those that understand will consult and they will be ready to pay for value delivery.

The trend of cutting down on ad spend and how it affects media buying.

Like every other business, when your bottom line is threatened, it will affect you both on a corporate level and as an individual. We are not operating outside this economy. If you look at just the way the industry itself is structured, it is really very easy to see that the impact will be felt most on the media side of business because that is where the bulk of the money is spent. It has the largest allocation of the budget and it is also the one that is expected, albeit unfairly to work excessively well. Regrettably, only brand owners who don’t understand trend want to cut media spend. Today for instant, we know CocaCola as one of the world’s giant brands. At a time during the war when the plants were really not producing, they kept on communicating with the public, giving the assurance of normalcy in a period where death scenes were commonplace. It was not a surprise thing that they reaped the effect afterwards because they kept the communication going. If there is anywhere brands need to safe guard, is actually about the impression they leave on the minds of consumers because that is what translate to action.

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OKORONKWO

Threats from the evolution of the social media Social media is really another channel of communication, to reach consumers; it is an integral medium and a communication platform. I don’t see it as a threat; I see it as an asset to the media person because you just have one more option that you can effectively reach certain kinds of consumers with certain mind frames. Somebody named it social media, others call it digital media, some person says it is online media, whatever it is, at the end of the day; we are basically trying to reach somebody. I don’t think that social media is a threat; it only represents another opportunity for media buyers. But you just have to understand how to use it, how to create value from it and the limitations that it does have. Social media to media buying is more of a compliment rather than a threat.

The impact of Outdoor regulator, LASAA in Lagos State I am one person who believes that there must be order for a society to function. It is better to have standards than not to have at all. Am not here to judge, history will judge, the effects and stuffs are there for people to see but I believe that they have made some progress, there is some kind of order, there are things that they need to change am sure, there would be things that can be improved upon. I do think that with all due respect, we do not need to ignore the sanity they have been able to bring. Change is very difficult

to effect especially in a country like ours and virtually everywhere else. I must say people resist change because, they probably afraid for what lies ahead. And of course, for you to have change, there will be uncomfortable issues to deal with. Some people certainly will be affected negatively for change to happen.

Change sometimes can be painful but if that is the price you have to pay for some kind of order and control to take place- fine.

Increased cost of Outdoors at the advent of LASAA Although some people say that the introduction of LASAA has made the cost of outdoor quite expensive. I think expensive is relative. I will rather have a board that breath, you pay a little bit more on a stretch than to have clusters of cheap available boards that nobody really sees the messages because that was what we had before in term of display.

How to improve outdoor advertising There is a lot that can be done. I am one of those who advocates for multi occupancy for a board and this is just my personal opinion.

When you put up this static board, it’s just lying there for one year and I see it the first time it’s fresh and clean, after that it’s just part of the environment. If we do have more interactive boards without clusters, it will certainly make more economic sense. Even if it is a bit more expensive, the value is there. It is about what you budget and what you get.

ENTERTAINMENT DIGEST

Nollywood is a Philosophy, not a Physical EntityTunde Kelani

Tunde Kelani could aptly be portrayed as a movie troubadour and consummate cinematographer whose artistic creations have earned him both home-based and international prestigious awards. In this exclusive interview with ABIODUN OBISESAN, Kelani eulogises the unique African cultural heritage that drives the Nolly-spirit of creativity.

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N O L LY W O O D D I G E S T Your ingenious input in cinematography and film production has put Nollywood on the global map. How can you describe Nollywood as a distinct art form?

Nollywood has contributed immensely to the development of this country (Nigeria). This is significant because this year, we will celebrate 20 years of Nollywood, within and outside the country.Within a period of 20 years, the industry has become a brand not only in Africa but also on the global stage. Nollywood is a philosophy and not a physical entity. It is the totality of a people’s effort, their persuasion, ideology and creative spirit. Previously, Nigerian film industry was not positioned to meet international standard; but today, if there is a celebration of African film now, Nollywood is number one. Within the period of 20 years, Nollywood has become a sort of tribute to creativity and entrepreneurship of Nigerians. At 20, Nollywood is in transition, it is at its infancy because we cannot compare it with Bollywood which is over a hundred years. Certainly, we still have a long way to go because Nollywood does not have the infrastructure of Hollywood and Bollywood. It is easy to erroneously compare Nollywood to the oil and gas industry. In oil and gas, you can see the physical structure: you have to put up the oil exploration, the rig, offshore rig, and pipelines. They have to refine the product and provide security for the product. Imagine Nollywood industry in that respect where there are no structures yet. So, you cannot expect so much without aiding the factors of production. Nollywood is still a long way from being ranked among global filmmakers.

own indigenous expression. I have learnt a whole lot from travelling, theatre tradition and music which have rubbed off on my own unique style of expression. The only way I can brand my own style of film production is that it is proudly African, Nigerian and Yoruba.

In your opinion, why are Nigerian film producers not recording films with celluloid?

Celluloid is a dead technology. We are in the digital era; so films are not made like that anymore. In fact, Kodak, manufacturers of celluloid, are bankrupt because they could not sustain the momentum of the advancement in technology. The analogue and chemical process of making films in celluloid is gone. Today, when you make a film, what you have is not the celluloid 3 but Digital Cinema Package (DCP). Celluloid is extinct and we will never use it again. It is not only peculiar to Nigeria alone but globally. Every aspect of my film production has been digital. I can not remember when I made films with celluloid. My film quality is so distinct because we are leveraging the benefits of modern-day technology. For this reason, we African filmmakers don’t have excuses anymore, as we have the digital form to express ourselves.

Nollywood is a philosophy and not a physical entity. It is the totality of a peoples’ effort, their persuasion, ideology and creative spirit.

You are a passionate Pan- Africanist who is steeped in the Yoruba culture. How would you describe your own brand of film production?

Perhaps, I shouldn’t say Yoruba culture. Maybe I should say that I deploy an indigenous language. So, I expect other Africans to do same. After all, ‘Tsotsi’, a South African movie that won the foreign language category of the Oscar was not rendered in English. It was rendered in an indigenous language based on a particular structure and theme. So, I try to do the same because I was brought up in one of the richest and advanced cultures, which is Yoruba. So, I couldn’t express myself in any other language other than the one I have experienced. Of course, I have been influenced by all cinemas: Indian, Japanese, Chinese, American, European, and Francophone African cinemas. In spite of all these influences, I have to make films in my

The Nigerian brand of film has not been able to break through into the mainstream of global reckoning. What are the reasons that could be adduced for this?

Unfortunately, we lack the infrastructure and money. We make films with very low budgets because of the scarce resources available to us. We cannot compete globally now without any support.

We make films worth $50, 000 compared to Americans who make theirs for $50 million for just one film. There is absolutely no basis for comparison. I think that we should not put the cat before the horse.

We have to develop our own infrastructure. Without developing our primary market and giving the access of cinema to the people, we cannot take on more pressing challenges like the global audience.

At home, we have not done anything. Throughout the whole country, we can probably boast of eight cinemas at the moment. This is disgraceful because we have not done enough locally to compete on the global stage. You have to salute Nollywood for surviving still, in spite of the all the challenges. How can you make films in a country where there is no power or electricity? I depend on fuel for the daily running of my film productions. So, we cannot compare this fledgling industry to Hollywood or Bollywood because in those countries,

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N O L LY W O O D D I G E S T structures are put in place for these industries to thrive.

What is your take on the N200milion loan giving to Nollywood?

I think the money is meant to provide part of the infrastructure. It is expended on the Nollywood industry in form of a loan which I have refused to take. There is no way I can recoup the investment without basic infrastructure. The ‘Maami’ film I produced is still at large because I have not gotten any money back from the investment. Thank God, it was not a direct loan otherwise, I would have committed suicide. There is no way that can guarantee the returns on investment. Yes, the loan is recognition that the industry exists but needs 10 times more in terms of investment in the environment and the infrastructure on which you can build the industry.

Your film productions are tailored towards the Yoruba language.

Are you disenchanted with the English arm of Nollywood?

I am not an Englishman. I cannot deeply communicate to God using the English medium because I am a Yoruba man. It is unnatural for me to express myself in another man’s language. An Englishman can express himself in his language just like I can through my language, then we can share our experiences. I was not born to imitate someone else. In a global village, he is going to showcase his own story and I am going to showcase mine with what God has given me. To me, it’s just a natural process. I don’t have any grouse with my other colleagues who are deploying the English medium in telling their stories. They are doing well. We all have different motivation and inspiration; they are happy and probably making more money than me. It is called freedom of expression. English is the lingua franca in Nigeria and there is validity in using it. However, I am an artist and my primary tool is my language and culture. Sometimes, we get the impression that Nollywood is about those making films in English. But I am more excited about the multilingualism within Nollywood. I am concerned with the diversity and cultural expression in it. Nollywood is a wrap but within it, there are diverse possibilities of artistic expression. A cinematographer could be limited by his own vision. This is only a medium, just like writing, of telling a story through the modern technology.

You have earned your place in film production as a frontline practitioner. What is the secret?

The secret is that I am passionate about my work; it is the most important thing to me. This is my life and an extension of me. I was not born with it, but I was conscious if it from my early days and I’ll be useless at any other thing. To me, it is not stressful despite the complex nature of film making. I am good at what I do because I enjoy it. This job is natural to me because I have been doing it from primary school. I invested a lot of my time, money and energy in photography. I was trained by the former Western Nigeria Television.

So, I am a beneficiary of many influences and I have inherited over 50 years of broadcasting in Africa under the brightest broadcasting managers. I have just continued in my quest to become better and I am still working to get even better.

You won best Director and Best Nigerian Film with ‘Maami’ at Zuma awards festival this year. In fact, you have made Nigeria proud through your works. Don’t you think the Federal Government should confer a national award on you?

If the country feels that I am due and qualified for it, they will give

it to me. Of course, I understand that there are 150 million people in the country; it can’t cover everybody at the same time. It will come when it will come. I don’t make movies just to win national awards.

I make movies primarily for the audience just to share my experience through the medium of film; to tell my story. Anything that comes after that is a bonus for me. I listened to Mr. President during the award ceremony in Abuja and he said some thing very key that the national honour is not a right; it is privilege bestowed on one by one’s country. I support and agree to this submission. I have always congratulated my colleagues who have received the award. If God wishes, then one day, I will also be recognized. Everybody has contributed in one way or the other to the success of this industry. I have done my bit. Moreover, I have creative uncles in the industry who have not been honoured: Ola Balogun and Francis Oladele. These are people who mentored me and if they have not gotten the award, who am I to complain? I am just a baby of that family. I am so happy that the industry has gained recognition.We are more appreciative of the government for bestowing awards on film practitioners.

How about the future of this industry that has alleviated the employment challenges in the country?

In spite of what we are witnessing today as the benefits of Nollywood, it is still not viable because like I have been saying, the structure is lacking. There has to be a holistic exploration concerning this God-given talent in the country. What we make of this deposit that we have found is very crucial to our development as a people. The government, corporate bodies and business persons should buy into this creative deposit and explore it to its full. If there are investment, infrastructure, facilities and cinemas, Nollywood would thrive better even more than what we are experiencing right now. The industry is still evolving, probably in the next 20 years, it will get better.

Everything seems to be against the producer because of challenges such as piracy, lack of infrastructure and lack of government support. The impact of piracy is so strong that I cannot release my latest film tagged “Maami”. Also, the fact that there is a monopoly on the cinemas, the producer gets 30% of the income of films shown at the cinemas. This is not enough for one to recoup an investment or even start a new project.

KELANI on location BrandiQ 83

TRENDS & ACCESSORIES

iPhone 5 VERSUS SAMSUNG GALAXY S III

BY DAMILOLA OMITOGUN The launch of Samsung Galaxy S III followed closely with the launch of Apple’s iPhone 5. The two phones are hot in the market and BrandiQ is out to discover the most preferred device.

Samsung Galaxy S III has become Phones 4u’s most purchased handset for 2012. The 4.8-inch HD Super AMOLED screen phone among other delights boasts of an eye-tracking technology to stop the phone turning off when you’re looking at it.

The Galaxy S III has an 8-megapixel camera similar to that of the Galaxy S II. It can take photos (3264 x 2448 pixels) and record videos in 1920×1080-pixel resolution. Samsung improved the camera’s software over that of its predecessor to include zero shutter lag, and Burst Mode and Best Shot, which work together to take numerous photos in a short time before the best frame is selected.The phone can also take pictures while recording videos. It has a 1.9-megapixel front-facing camera. The phone is available in two colour options— ”Marble White” and “Pebble Blue”.

The phone has an ‘S Voice’function which responds to you. You can tell the phone to wake up, answer an incoming call or even take a photo. A vibrating nudge lets you know that you have missed calls.

It knows when you want to talk, by simply lifting the phone to your ear; it helps dial your friend’s number automically. It shares with everyone instantly: as the phone recognizes your friends’ faces, it can share photos with them instantly. It shares what’s in your heart: place twoSamsung GALAXY S III’s back-to-back and you can transfer pictures, music, videos, and more. iphone 5 iPhone 5 is the thinnest Smartphone in the world and lightest iPhone ever, completely redesigned to feature a stunning new 4-inch Retina display; an Apple-designed A6 chip for blazing fast performance; and ultra fast wireless technology all while delivering even better battery life. It has an 8MP iSight camera. iPhone 5 comes with iOS 6, the world’s most advanced mobile opBrandiQ 84

erating system with over 200 new features. It has an all-new 7.6 mm anodized aluminium body that is 18 percent thinner and 20 percent lighter than iPhone 4S. Designed with an unprecedented level of precision, iPhone 5 combines an anodized aluminium body with diamond cut chamfered edges and glass inlays for a truly incredible fit and finish.iPhone 5 comes in either white & silver or black & slate.

COMPARISM The Galaxy S III runs Android while the iPhone 5 runs iOS 6. Samsung Galaxy S 111 offers a huge 4.8-inch Super AMOLED display while the iPhone 5 has a much smaller 4-inch screen. The Galaxy S III has both removable storage and a removable battery while the iPhone 5 does not. But the iPhone 5 is made out of aluminium and glass while the Galaxy S III is crafted from plastic.

According to Chijioke Okoye, an IT consultant, “Samsung Galaxy S III has a large screen in which you can still call with. It’s an android phone and has a super App. iPhone 5 doesn’t have router and making use of it in Nigeria imay be challenging unless most of the apps that function with it are made available here. “iPhone 5 has an inbuilt memory either 8, 16, 32 0r 64gb which has no memory card slot while Samsung galaxy S III has a memory card slot. The android surface has a live wall paper which I really like. iPhones must be used with Apple app on laptops while Samsung works with other phones. To upload music or pictures on iPhones, you must connect with a PC with Apple app and it can’t be used as a modem” he added.

Onyikev Kevin a concierge is of the opinion that “Samsung Galaxy S III is indeed a smart phone on a very good Nigerian network. The processor speed will compete with a Buggati Veryon. This phone practically listens to you, sees you and feels you” “Unlike iPhone 5 where you have to purchase Apps, Apps can be downloaded free on Samung galaxy S III” claims Joseph Taiwo.

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ashion & Style

Beyonce on Ankara

Fergie on Ankara

Solange Knowles in African print

Kelis wearing Jewel by Lisa - A Nigerian design by Lisa Folawiyo

Nigeria at 52: Championing Fashion Evolution in Africa

BY DAMILOLA OMITOGUN The fashion industry in Nigeria has evolved over the years to become highly recognized both locally and internationally.

Significant features of the growth stages are the emergence of popular indigenous labels or designs, development and grooming of professional models, and the injection of a new business management approach in the sector. Nigerian designers are beginning to speak the universal language and are connecting at the global level to project the African heritage.

Paris. Before Nigerian Fashion Show, whose Project director Lexy Mojo-Eyes started few years ago, designers such as Sophisticat, Rose of Sharon, Vivid Imagination, Dakova, and La-

In the ’80s and ’90s, international luxury brands such as Gucci, Giorgio Armani, Louis Vuitton, Dior, Adidas, Nike, etc., were the rave in the Nigerian fashion market and it was the norm to aspire towards adorning these delectable designs.

But overtime, the Nigerian fashion industry transformed with the introduction of Prêt a Porter (ready to wear clothes) and haute couture with top indigenous designer names, such as Lanre Da-silva, Tiffany Amber, Jewel by Lisa, Ituen Basi, MUDI, Mai Atafo, Frank Osodi, Deola Saoge, Bayo Haastrup, etc. These trailblazers designed clothes that matched contemporary lifestyle. The days when fashion was viewed as non-profitable was gone for good; as the fashion industry took a new dimension, creating quality employment and a great source of income.

Nigeria started late in exposing its designers internationally.

The country started to showcase its designers’ works only in 2000. This was when the first international exhibition of the Nigerian Fashion Show featured eight Nigerian designers in

Mai-Atafo-Designer of the Year (Glitz African Fashion Week) BrandiQ 85

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ashion & Style

tris had organized some ad-hoc activities to keep the industry alive and functional.

Today, the Nigerian Fashion Industry is reckoned with globally. Popular American pop singer, Kelis, was spotted wearing a Jewel by Lisa design from Jewel Lisa’s spring summer New York Fashion 2010 collection. Jewel by Lisa (JBL) has made a name for herself by pioneering the embellished Ankara fabric -adorning it with beads, Swarovski, crystals and sequins. Each piece of the JBL collection is distinctive and original, fusing the vibrant West African print with an ultra modern vibe.

The brain behind the design, Lisa Folawiyo, is a trained lawyer who launched her company, Jewel By Lisa-JBL- in 2005.

She uses the highest quality Ankara from the Vlisco- hollandais brand and each JBL garment is handcrafted, individual and unique. Her attention to detail, plus the combination of beads, crystals and other accessories has earned her an enviable clientele, the biggest of which came courtesy of E! News correspondent, Catt Sandler, who wore her designs 3 times on air. The JBL brand has also penetrated Hollywood, as her designs are being worn by Solange and other Hollywood celebrities. Her designs have graced runways in London, New York, Lagos and Johannesburg.

A grand acclaim for the Nigerian Fashion Industry was a feature on CNN International. The show “Marketplace Africa”, which is broadcast in over 80 countries, spotlighted the Nigerian Fashion Industry. Also, recently at the 5th edition of Arise Magazine’s fashion collective show in partnership with Mercedes Benz fashion week titled, “African Icons” which was held in New York, two of the five participating designers picked from

Lexy Mojo-Eyes- CEO Legendary Gold Ltd and Director of Nigerian Fashion Show

the 77 designers from Arise Magazine fashion week that took place early this year were Tiffany Amber and Maki Oh, both Nigerians.

BrandiQ, in a recent interview, spoke with Mai Atafo, Best Designer of the Year (Glitz African fashion week), who is highly recognized in Nigeria’s fashion industry on what led to the change in the fashion industry in Nigeria today, he said: “A lot of our designers are beginning to look more international and think more globally in the way they behave, trying to look at how they can have clients from diverse cultures and environments. We have stepped up our game; we are doing things a lot better than we used to do.”

Lexy Mojo Eyes, President/CEO, Legendary Gold Limited, who runs a fashion promotion company that creates the platforms for both designers and models to excel -both locally and internationally, has this to say. “We have succeeded in revolutionizing the Nigerian fashion industry. Unlike before, we over the last 15 years, have been able to reorientate Nigerian designers to look inward to all local fabrics, accessories and designs. The industry has experienced a positive growth in all ramifications.

Nigerian designers can compete favorably with their counterparts around the world.”

He is also of the opinion that Nigeria, in the next five years, will dominate the world of fashion, and this can be achieved by being creative and original.

Model on Jewel by Lisa BrandiQ 86

AUTOBRANDS

Nigeria’s Auto Industry: The China Challenge

By Adeshola Ogbodo

E

ver since automobiles started appearing on Nigerian roads over 90 years ago, the country has remained a lucrative market for all kinds of automobile brands. Japanese brands such as Toyota, Honda alongside Korean car maker Kia, have continued to play a dominant role in the Nigeria auto market scene. Toyota, accounts for the majority of car sales in Nigeria. In 2011 Toyota was the number one selling automobile in Nigeria with a record sale of over 19,000 units of vehicles which is an equivalent of 33 per cent share of Nigeria’s automobile market.

In Africa, a major target for Chinese cars is Nigeria, a country which boasts of a robust economy and huge population. A few years ago, the country witnessed the entrance of some China made automobile brands like Great Wall, Geely, Chana, FAW, Forland, Brilliance, Lifan, JAC etc. Today, the Nigerian auto market is already saturated with well-established Japanese, American and European automobile brands. These Chinese auto brands ranging from heavy duty trucks, SUVs, Sedans, Pick –Up Vans etc., are becoming active and evident on Nigerian roads.

In recent times, China made cars, have been making spirited efforts to gain grounds in the relative lucrative African automobile market. Last year, 18 million units of Chinese made cars were sold. China’s auto industry is regarded as the biggest in the world, but at the moment, new vehicle sales in China have slumped due to the country’s cooling economy, and manufacturers are making a push for oversea markets, according to a 2012 report by the international consultants KPMG. Africa, along with Latin America and Southeast Asia, are seen as key markets with long-term growth potentials.

Nigerians, until recently have always questioned the quality of Chinese products. When it comes to automobile preferences, most Nigerians are known to opt for Japanese, European or American auto brands. The initial entrance of these Chinese cars into Nigeria was greeted with the usual suspicion local buyers hold about Chinese products. People questioned the safety and performance of the cars. It was a seemingly impossible task for these Chinese autos to penetrate a market which had other well established and well received automobile brands.

Chinese cars were faced with a myriad of credibility problems.

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AU TOBR ANDS

The earlier perception of poor product quality held by consumers did not help matters coupled with other factors. As such, in 2010, a measly 2,356 units of Chinese automobiles found its way into the country compared to 15, 000 units of Toyota automobiles within the same period in view.

Recent import statistics showed that in 2011, a total of 4, 508 Chinese automobiles were sold in Nigeria. Does this significant increase suggest that people are gradually accepting Chinese automobiles? Does it signal a gradual progression in influence of Chinese autos in Nigeria? An undeniable factor, for this increase would be the low-cost prices of some of these Chinese cars which make them somewhat appealing to average income earners as well as a rising middle class. Other Chinese consumer products as well, have found a good following in Nigeria’s mass market, given their low prices.

Another factor that seemed to have served as a catalyst for this increase is the recent perceived improvement in the quality of Chinese products. It seemed the Chinese manufacturers realized the perception people held about their products and went back to the drawing board to improve the quality and standards of their products to an appreciable level.

As such, not only the auto sector in recent times have witnessed Chinese imports increase, other sectors also experienced the increase. This increase to a large extent,is also not unconnected to the truism that Nigeria is a consuming nation. The manufacturing sector of the Nigerian economy is rather comatose. The country depends majorly on imports from other countries for its needs. According to Nigeria’s National Bureau of Statistics, in 2011, China became the second largest source of Nigerian imports trailing only the United States.

Given the rise in Chinese autos, it would be too early to conclude that they are a threat to the otherwise well established Japanese, European and American auto brands now. Chinese carmakers still fall short in the area of after sales care. Users of Chinese cars often complain that spare parts are not easily available. Automobile technicians also find it a bit challengBrandiQ 88

ing carrying out repairs on Chinese cars. In contrast, the well known brands have spare parts that are readily available everywhere. Because most of them have been in the country for long, automobile technicians understand the cars well enough and this has contributed immensely to the acceptability of these cars.

Nigeria in the long run, would definitely prove to be one of the most important markets for China cars if, the makers strive to continually improve on product quality, after sales service, safety and strategic marketing. If Chinese cars can combine affordability and durability with performance, acceptability will be inevitable and then might pose the biggest threat to the Japanese, European and American auto brands not just here in Nigeria, but the world over.

GLOBAL MARKET INDEX

Interbrand’s 100 Top Global Brands Ranking in 2012

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nterbrand, the world’s leading brand consultancy firm recently revealed its list of 100 Best Global Brands for 2012. The report took into consideration various major events that happened during the course of 2012, and how they have reflected on certain brands.

Commenting on this year’s ranking, Jez Frampton, Chief Executive Officer (CEO) of Interbrand says: “Those who manage the Best Global Brands 2012 understand the role they play in peoples’ lives, and respond accordingly — building on successes and making up for mistakes. They are constantly nurturing their brands to keep pace in a rapidly changing world; they know that every market is different, every interaction counts, and every individual matters- Quite an achievement in such turbulent times. These strong, highly innovative brands have earned the loyalty of many individuals who, collectively, contribute to their power and prosperity.”

Interbrand’s website also provides charts for a more in-depth analysis into the brands’ evolution during the period of last 10 years, enabling users to compare the brands or look up their value by region and country. Compared to the results of previous year, the companies that made the biggest leap are Apple (+129%), Amazon (+46%), Samsung (+40%) and Oracle (+28%).

A general look at the Top 100 list reveals that the majority of brands have improved upon the last year’s values, but also that some new additions such as Pampers, Facebook, Prada, Kia, Ralph Lauren and Master Card have appeared.

Blackberry had the biggest drop compared to last year with -39%, nearly half of its original value. Nokia and Yahoo! follow a negative trend of -16% and -13%, respectively.

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