A JOURNAL FOR THE MARKETING COMMUNICATION COMMUNITY WITH BIAS FOR THE OUTDOOR ADVERTISING INDUSTRY.
Volume 2 - Issue 9-2017.
THE MOST WIDELY READ DIGITAL INDUSTRY JOURNAL FROM NIGERIA.
Published in Digital and Print N2000
THE CLASH OF THE TITIANS
HEFITECH
OUTDOOR SERVICES LIMITED
BILLBOARD FABRICATION & GENERAL CONTRACTOR
We build Outdoor Adver sing structures that pushes the message into the traffic
TEL: 08054074901, 08121173003 Email: hefitechoutdoor@gmail.com
Editorial November 2017
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MATTER ARISING November 2017
Acknowledgements Editor/ Team Lead: Oyekan Babajide O. Execu ve Editor (NG series): Oni Adebola Thomas Execu ve Editor (GH series): Osei Evelyn Gyamfua Chief Marke ng Lead: 08023676256 Circula on: e-version - Digital Hardcopy - Prince
Research: Popoola Temitope. Photography: Signet Works Life Style Sec on: Fashion FORI-FORI Steady Salon
Publisher Deday Events 308, Old Abeokuta Road Car wash bus-stop Abulegba Lagos State (+234) 802 367 6256 www.signage.com.ng www.issuu.com/signageng
SUBSCRIBE signagemag@outlook.com Copyright 2017 by DEDAY EVENTS. All right reserved. No part of this publica on may be reproduced in any form or by any electronic or mechanical means including informa on storage and retrieval systems without wri en permission from the publisher.
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recisely about a year, all this sounds like a rumor and a lie from the pit of hell, but bits and pieces are coming together now to form a very huge mountain for the all OOH industry to surmount. first we found out that truely JCDECAUX is not only registered as a business entity in the country with the Corporate Affairs Commission (CAC), we stumbled on the fact that they indeed have two registered companies in the country. in fact JCDECAUX had been on ground since 2003 when it presumably registered JCDECAUX NIGERIA LIMITED and then JCDECAUX NIGERIA OUTDOOR ADVERTISING LIMITED was registered on the 29th of January 2016. We then threw our findings to the public sphere then to see how the industry will react to the news. The reactions; well very diverse but some people are of the opinion that the said company coming into the scene is what the industry needs to get to its rightful position, that they will be coming in with wealth of experience which the industry needs. Others were of the opinion that nobody say the said company shouldn’t come into the scene as long as it is a level playing ground for everybody, that the said company should adhere to the country’s advertising law, the 25% foreign ownership laws of the land, which states that no foreign company
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can own more than 25% stake . Jcdecaux in recent time had sent out advertorials via different online porters, LinkedIn being the most used for vacancies into different positions within the company. it is no news that a renowed Outdoor Advertising Practitioner, a one time former DG of the Oyo State Signage and Advertisement Agency (OYSAA) was poached, to be fair, we heard from a grapevine that he turned down the offer, understandably he turned it down because the job might cause him to be in the bad books of some power that be within the industry and don’t want to be seen as the enemy within. on the other hand, it is good to note here that he is very suitable for the job, he’s got a very excellent career, loads of experience. his shoes fits the profile needed for the job. now that Jcdecaux is in court, thanks to Remi Olutayo’s Moving Media, OAAN as a sectorial body and its present Executive have a lot to do and we hope they will stand up to the task ahead.
Contents Novemberber 2017
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A JOURNAL FOR THE MARKETING COMMUNICATION COMMUNITY WITH BIAS FOR THE OUTDOOR ADVERTISING INDUSTRY.
Volume 2 - Issue 9-2017.
THE MOST WIDELY READ DIGITAL INDUSTRY JOURNAL FROM NIGERIA.
Published in Digital and Print N2000
November 2017
8
THE CLASH OF THE TITIANS
HEFITECH
OUTDOOR SERVICES LIMITED
BILLBOARD FABRICATION & GENERAL CONTRACTOR
We build Outdoor Adver sing structures that pushes the message into the traffic
TEL: 08054074901, 08121173003 Email: hefitechoutdoor@gmail.com
4 KEYS TO MASTERING THE ART OF DELEGATION
60 SECONDS WITH
18
PROFILE
24
PICTURE STORIES
27
VACANT SITE ON ADSDIRECT
30
NEWS ROUNDUP
32
GLOBAL ROUNDUP
34
TRIVIA POWERED BY PEMJOLAD PAINT
Our ability to constantly evolve in an ever changing industry guarantees client return on investment
want us to drive your OOH Adver sing campaign ? call us on 08033811289, 0802835833, 012932873 info@aulmediaservices.com for your campaign plan 17-19 Allen Avenue, 5th Floor Oshoppey Plaza, Ikeja Lagos.
60 Seconds with Novemberber 2017
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success DRIVEN
SIGNAGE had a 60 Seconds with Adeola Taiwo, Head Marketing/Client Service at Eyekontact Limited BEST CAREER ADVICE YOU HAVE BEEN GIVEN ?
FIRST JOB? My first job was with an NGO. Africare to be precise, as a community based care giver. My Job description was to identify and provide care for people living with HIV/AIDS FIRST JOB IN THE OUTDOOR ADVERTISING INDUSTRY ?
Be humble and keep learning, everyone and all the useful information you meet along the way before an acquisition is complete matters. WHY CAREER IN THE OOH INDUSTRY? Advertising chose me and I ran with it, its been
My first job is a M a r ke t i n g a n d Client Service Personnel with DESignplast Nigeria Limited. BEST JOB?
{ BIO { Adeola Taiwo is currently the Head Marke ng/Client Service at Eyekontact Limited. she was Senior Marke ng Execu ve/Client service personnel at De-Signplast Nig Ltd between Jan 2012 to Jan 2016. She also held the posi on of HIV counseling and tes ng/ community based Volunteer at the Quality Life project between Aug 2011 to Dec 2011. She was also the field Officer for Monitoring and Evalua on at the Ministry of Economic Planning and Budget Lagos State between Nov 2010 to Aug 2011. she a ended Olabisi Onabanjo University, Ago Iwoye. she is a registered member of the Adver sing Prac oners Council of Nigeria.
My Best job is yet to come because I strive to be better everyday, I might achieve that soonest when I have one of the leading outdoor advertising company in Nigeria, PERKS OF YOUR CURRENT JOB?
Advertising chose me and I ran with it, its been fun, challenging, motivating, researching ever since. There is no regrets
Having such easy access to continue learning from d i f f e r e n t Advertising Practitioners and stakeholders that matter in the industry.
fun, challenging, motivating researching ever since. There is no regrets
OOH PROFESSIONAL YOU ADMIRE AND WHY?
IF YOU WEREN’T IN THE OOH INDUSTRY, WERE WOULD YOU BE?
My previous and current MD in persons of Mr. Afolabi Awosika and Mr. Adeniyi Ganiyu. also my Head of Department at DE-Signaplast Nigeria Limited, Mr. Joe Oyo REASONS: The Hustle, Mentoring and Success drive they put into practice has formed part of my story.
I would have been in the entertainment industry doing various form of creative Arts HOW DO YOU WIND DOWN? It could be any fun thing, watching a movie, singing and dancing etc.
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60 Seconds with Novemberber 2017
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goal GETTER
SIGNAGE had a 60 Seconds with Odunuga Olasubomi, a Marketing Communications Expert.
FIRST JOB?
productivity.
The first place I worked professionally was at Food Concepts Plc where I was the Marketing and PR Administrator, but I have always worked while in the university during breaks, I worked at Multitrek Integrated Foods.
WHAT DOES MARKET DEMOGRAPHICS PLAY IN DEVELOPING MARKETING STRATEGY?\
FIRST JOB IN THE OUTDOOR ADVERTISING INDUSTRY ? Well, I got into the outdoor space with Formats as the Marketing and Clients Service Manager. We set up another business unit that provided Outdoor Media and Production services, so I had to oversee that arm of the business and during that time managed outdoor media campaigns.
{ BIO { Odunuga Olasubomi is currently a Conference Commi ee President AIESEC ALUMNI AFRICA & MIDDLE EAST REGIONAL CONFERENCE, and also its Director for Sponsorship and partnership. She also currently serves as the Business Development Manager (virtual) at AdsDirect.com.ng, a tech Start up since June 2017. She had also worked with Format Pos Ltd as the Marke ng and Client Service Manager between May 2014 to February 2017 Olasubomi has an Msc. Management (Business Management) from the University of Lagos, a Project Management Professional training from Piston & Fusion among others
WHY CAREER IN THE OOH INDUSTRY?
Marketing demographics is very key in developing marketing strategy, Firstly a situation analysis is carried out and this addresses “where and now” so factors such as external macro and micro factors, customer
Yes, sure i have developed marketing strategies in the past and I still do, what I ensure first is to carry out a stakeholder analysis and fully identify the goal and objectives of the communications plan ensuring that the key stakeholder expectations are managed and met.
I am a Marketing Communications Professional and in other to deliver all round solutions, I have to be versatile and be conversant with every aspect of the marketing and advertising channel IF YOU WEREN’T IN THE MARKETING COMMUNICATIONS INDUSTRY, WERE WOULD YOU BE? If I wasn’t in the marketing communications space, it would have been management consulting . HOW HAVE YOUR DEVELOPED MARKETING ST R AT EG I ES I N T H E PA ST, WA L K M E THROUGH YOUR EXPERIENCE THAT RELATE TO YOUR PRESENT JOB? Yes, sure i have developed marketing strategies in the past and I still do, what I ensure first is to carry out a stakeholder analysis and fully identify the goal and objectives of the communications plan e n s u r i n g t h at t h e key sta ke h o l d e r expectations are managed and met. I then develop my project plan, break it down into specific action points and set my timelines. that way I am able to properly measure
trends, consumer insights, competitor analysis, internal capabilities and resources are critically evaluated. its from the situation analysis that market demographics is fully fleshed out. this is your market share; the fraction from the population that is likely to purchase or use your product, and this group is the main target of the marketing effort. it determines what strategies to deploy and marketing channel to explore.
HOW WOULD YOU GO ABOUT DETERMINING MARKETING MIX ? 7Ps, Product, Place, Price, People, Promotion, Process and physical evidence The marketing mix is a fundamental part of the marketing plan so basically identifying and describing your target market and ideal customer/consumer is critical, this then determines what tactics to take on HOW DO YOU WIND DOWN? Dancing, Movies and Traveling.
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Limited Head office 3, Little Road, Sabo Yaba, P.O.Box 10455, Marina, Lagos
Tel: 01-2954642, 08033056356, 08098856356 www.ciplimited.com.ng Email: cip_limited@yahoo.com, tundecip@yahoo.com
60 Seconds with November 2017
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cheerful ACHIEVER
SIGNAGE had a 60 Seconds with Olosunde Bukola Atinuke, Media Executive at Outdoor Image Maker Communications.
FIRST JOB?
OOH PROFESSIONAL YOU ADMIRE AND WHY?
it was with Mediaviews as an IT student . FIRST JOB IN THE OUTDOOR ADVERTISING INDUSTRY ? My first job came from an IT posting to Mediaviews Limited then got employed by Primedia as an Execute, Sales and Marketing. BEST JOB?
Yetunde Adegbite, I admire her a lot, she is my role model. She trainned me and she told me why and how hardwork pays. She is one individual that would never take anybody’s NO for an answer, a goal getter and a cat with nine lives, never give up and always focused. BEST CAREER ADVICE YOU HAVE BEEN GIVEN ?
Its been awesome and I have no regrets yet. I would say that I haven’t done or better put I don’t have a best job yet.
Be the best you can be, be the best at what you do, make you passion for life work and always walk the walk and talk the talk. WHY CAREER IN THE OOH INDUSTRY? I s t u d i e d m a s s communications and while in school I never liked journalism so I chose advertising. Did my Industrial Training in an OOH company (MediaViews Limited and ever since then, I made up my mind to pursue a career in advertising because I loved and enjoyed it. I still very much love and enjoy the profession. IF YOU WEREN’T IN THE OOH INDUSTRY, WERE WOULD YOU BE?
I have worked on several briefs from clients while introducing different space to them, its been awesome and I have no regret yet. I would say that I haven’t done or better put I don’t have a best job yet.
I would probably be an actor, Nollywood is the third largest film industry in the world, I would have gone there and made my impact, out my foot in the sands of time like am going to do right here in the OOH industry
PERKS OF YOUR CURRENT JOB?
HOW DO YOU WIND DOWN?
I meet different kind of people on a daily basis, it very interesting and very humbling . it has helped shaped the kind of person I am today. it has also thought me patience and most importantly tolerance.
I basically enjoy meeting people, I enjoy seeing new places, exploring and creating new boundaries. I also shopping and watching movies though at the comfort of my living room, you know with popcorn and a bottle of chilled drink.
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{ BIO { Olosunde Bukola is the Media Execu ve at Outdoor Image Maker Communic ons (OIMC). she Interned at Mediaview Limited as Customer Service Representa ve Bukola later got into Primedia OOH Nigeria, the Nigeria business of a South African OOH Company as the Execu ve, Sales and marke ng. She rose to the Posi on of Ass. Manager Sales and Adver sing at the same company she also worked at Global Outdoor Systems were she held the posi on of the Business Development Execu ve Bukola a ended Ajayi Crowther University, Oyo and an APCON member in view
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Cover Story Novemberber 2017
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How did it start The purported entry of JCDecaux, a global outdoor advertising brand from France, into the Nigerian market, came at first as a mere rumour. For some time, some industry stakeholders were worried over the possibility of JCDeaux coming into Nigerian market. It was even made worse when the indications were that the global giant is coming in partnership with Lagos State government, one of the biggest advertisers/Clients on the outdoor advertising market. The Lagos State Signage and Advertisement and Alhaji Bello Kankarofi, Registrar, Advertising Practitioners' Council, APCON, then made statements to allay stakeholders' fears on this issue. The Lagos State government afterwards concluded plans to handover the state's out-of-home business to JCDecaux; the same foreign agency claimed to be rumored about, to manage. The complain of strangling regulations and high rates by states', signage and advertisement agencies among weren't the only thing for practitioners to worry about; the issue of N1billion owed by Lagos State Government, multiple taxation and the outrageous payment on vacant boards in some States, especially Lagos is another course for concern. “the outdoor sector has become endangered species in the country as practitioners contend with regulatory bottlenecks and harsh economy.
on us, not minding the challenges we are facing as a business. Outdoor practitioners are not operating in isolation but within the same harsh economic environment, but government appears not to be concerned about our plight,” a practitioner complaining Then came the confirmation that the Lagos State Government had concluded plans to bring in JCDecaux, to take over outdoor activities in Lagos. it was revealed that the agency will not come in just as a practitioner like Scan Group, an advertising agency owned by Bharat Thakrar, a Kenyan-born Indian. JCDecaux, the sources revealed would be a repository for the outdoor advertising business in Lagos. What this implies is that the agency will serve as both a regulator and practitioner as it will be in charge of site allocation to other practitioners. THE LAW SUITS Mr. Aderemi Adetayo's Moving Media Nigeria has taken the French firm to court before Mrs Taofiquat Oyekan-Abdullai Court 6, over what it described as a breach of advertising status, where the firm was allocated a site less than 200 meters from an existing site. The aggrieved indigenous firm said a law on 400meter minimum distance allowed by advertising code must be enforced to sanitize the industry But Jcdecaux in its reaction noted that the site in question was allocated
“LASAA has brought this industry to its knees. If it were in developed countries, most of the outdoor advertising companies would have been declared bankrupt. From left, right and center, we are being bashed”, said a practitioner I came into Outdoor when it was at the verge of growing, from the first day I step into the industry in 1990, It had been all crises, I don't think any business can survive under this kind of turbulence situation, we had a situation where Rasaki, the then military governor of Lagos, came in and removed all the billboards, he got all the operators thinking. we designed some boards, government approved it, that birthed metal 40 sheets, before we could know what was happening, the 48 sheet came into place, the 40 sheet was abandoned, before we could know what was happening, Unipoles came, every other person rushed into it, before we know what was happening the gantries, portraits and now the LEDs. It's been a business that has been evolving all along. To make the matters worse, the regulators starting from Lagos State came with some very misguided approach to Outdoor Advertising, without mincing words, unless the regulators in the country make their operation favorable for outdoor advertising, this market and the regulator will eventually die. That is the regulators will be there but they will not have any business except we take an investment approach to it, imagine a country that have been through recession in the last two years, in other countries, what government does to business, is to give tax breaks, incentives, the banks will give you loans to sustain your business because of the employment risk involved rather in the midst of the worst recession this country has ever seen, some regulators insisted on collecting some humongous amount of money from outdoor companies and that is the reason you will see “Government cares less about our challenges and keep putting pressures
upon the filing by Moving Media to LASAA that it was vacating the space soonest. This has been denied by Moving Media. At first it was clear that the association or anyone within the industry didn't want to take the government to court, the current OAAN Executive took various step to dialogue with the government, all to no avail. The need to review the law that sets up Lagos State Signage and Advertising Agency, LASAA is gathering momentum as a prominent Out of Home Advertising professional as Mr Adetayo, challenged the activities of the agency (LASAA). He called for legal interpretation of the law, which according to him has given too much room for LASAA to arbitrarily exploit outdoor advertising companies who ply their trade in the metropolis. This came barely weeks to various practitioners expressing worries over LASAA's rate. the industry is expressing displeasure with the outrageous rates being imposed on the advertising industry by LASAA, many outdoor advertising companies had run bankrupt due to steep rates from LASAA. “LASAA has brought this industry to its knees. If it were in developed countries, most of the outdoor advertising companies would have been declared bankrupt. There is need to organize a conference with legal luminaries in place to interpret the law that sets up LASAA,” he said. some lamented that LASAA charged as much as N50 million on some OOH companies even when the government still charged them for Land Use and taxes. It is very important to call for a composition of a board of
Cover Story November 2017
signage LASAA, which will comprise members of all sectors of advertising industry to channel a harmonious way of working together with government. OAAN had taken every step to review the LASAA law through a sponsored bill to the state House of Assembly but nothing had come out of it.
“Presently, we are having issues in Kaduna, don't forget the present Kaduna governor was the one who did what he did in Abuja so he wants to
with Lagos. We are still discussing. We are trying to arrive at an amicable solution. We are praying and hoping that in a short time this would come to an end. You know this is a professional association and as a company you are compelled to practice in all the states of the federation. We have some of our members practicing in the East, in the West and those practicing only in Lagos, and whatever policy that we have, members should be safe whether practicing in Lagos or elsewhere. the policy is the same whether you are in Lagos, Abeokuta or Uyo their problem there is our problem here. Because today you might be in Lagos and tomorrow may want to practice in Uyo.”
IF THIS IS THE CASE, THEN THIS QUESTIONS NEED URGENT ANSWERS TO FROM ALL STAKEHOLDERS: 1.WHAT HAS BECOME OF THE INDUSTRY REFORM WHICH WAS ROLLED OUT YEARS AGO TO SPELL OUT THE PERCENTAGE OF OWNERSHIP THAT CAN BE ACCRUED TO A FOREIGNER WHO INTENDS TO INVEST IN THE INDUSTRY? 2.WHAT IS THE FATE OF LOCAL PRACTITIONERS AND THOUSANDS OF NIGERIANS WHO ARE EMPLOYED BY THE INDUSTRY? 3. IS APCON CONCERNED ONLY ABOUT CREATIVE AGENCIES OR HAS THE REGULATORY BODY GONE TO SLUMBER?
do the same thing in Kaduna. They started by saying beautify the environment and at the end of the day it is rate increase and so it is very clear we need to come down to address this issue” say a practitioner This is not peculiar to Lagos and Kaduna; it is in all the states. Right now, boards are being pulled down in Kaduna, Rivers, Abuja, the story is all the same except that charges in Lagos is higher. On whether Lagos and the association have been able to strike a rapport, our source quipped: “First and foremost we have not settled anything
On what drives rates, we use to be a fixed rate, but with the advent of LASAA, the rate went up by over 1000 per. “The regulators still insist that we must pay them the same amount of money we pay when the billboards are occupied. Where do they expect us to get the money from?” say another practitioner. On raging debt controversy, most practitioners are owing LASAA, but it is as a result of charges on vacant billboards. “We are saying to LASAA that we did a job for them and we had an agreement with people that gave us the job and LASAA is saying that they do not know that agreement and we believe that government is a continuum and very soon this present management of LASAA will be a thing of the past. We believe as regulators, they must understand the environments they regulate and they must also know that a percentage of what we give to them come from advertisers and they (advertisers) have the right to take their money to anywhere they want. We are here today talking about this rate being too high and we are asking them to bring it down and let us pay as we received, but they said no. The regulators are always looking for ways to get money from operators because allocation coming from the centre is little or nothing, therefore most of them are now thinking that there are internally generated revenues, IGR in the industry, and unfortunately those of us they are trying to get the money from are having the same problem. “Our clients are not doing well, they are not giving orders, they are not paying” say an aggrieved practitioner. There are Insinuations that the Lagos state government has also signed an exclusive advertising pact with the Jcdecaux on the ongoing Lagos Metro line project; ditto for the uncompleted traffic interchange in Oshodi. “If all these allusions are anything to go by, then the state government may have just handed over all outdoor advertising services t o a f o r e i g n e r c o m p a n y.
If this is the case, then this questions need urgent answers to from all stakeholders: 1. What has become of the industry reform which was rolled out years ago to spell out the percentage of ownership that can be accrued to a foreigner who intends to invest in the industry? 2. What is the fate of local practitioners and thousands of Nigerians who are employed by the industry? 3. Is APCON concerned only about creative agencies or has the regulatory body gone to slumber?
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Profile Novemberber 2017
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I BELIEVE THAT YOU HAVE TO LEARN AND UNLEARN EVERY TIME, SO FOR ME, LEARNING IS A PROCESS AND I USE EVERY OPPORTUNITY I HAVE TO DO THAT SAYS PROMOWORLD’S MAGNIFICENTLY TALENTED YETUNDE ADEGBITE IN A CONVERSATION WITH SIGNAGE JOURNAL.
ProďŹ le November 2017
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HOW WOULD YOU DESCRIBE YOURSELF? I would say that I am a very versatile person, dynamic, can be spontaneous, I am very intuitive, I like to learn, I believe that you have to learn and unlearn everytime, so for me, learning is a process and I use every opportunity I have to do that, I enjoy meeting people, that is what drives me, I enjoy adding value to brand. WHAT IS YOUR BIGGEST ACCOMPLISHMENT Interms of career, I would say that its building brands, so I have brand that I have worked with and very proud of today, that is my greatest accomplishment. what makes me excited is when I grow a brand or a brand that has never believed in outdoor and they t r i e d i t a n d s e e w o r k , t h a t fo r m e i s a n accomplishment.
changes overtime, may be for me the scenes change from what I get from the job, its more about what I can add to it. WHO IS YOUR PERSONAL HERO? It’s interesting to say that I look at the King of Dubia, and I get inspired because he is someone that believes that there is nothing called impossible, so I look at that country, look at where it was and where it is right now, I look at what their plans are for the next ten years, it means for me that somebody is always thinking. Steve Jobs was an idol, someone that I will usually read about and get inspired. Mark Zukerberg is another and my husband is another
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HAVE YOU READ ANY BOOK OF LATE? Yes, I am currently reading something on c o r p o ra t e f i n a n c e , o u t s i d e t h a t , enterpreneurship, the truth is, I am doing something online, so I have to read quite a number of books everytime WHAT IS YOUR DREAM JOB? My dream job is waking up in the morning and being happy to do what I do, sleeping at night and being excited about the next day. My dream job is about having to meet new people everyday that I can add value to, have people that I can inspire that work with me, have new people that can come on board and change things; that is my dream job. so its about making an impact basically , so everywhere I can make an impact as long as I am still adding value, that is my idea of a dream job, my ideology of a dream job is not for me to be paid X amount, Maslow hieracy of motivation, says that, it depends on what you want per time in life, so your motivating factor
My dream job is waking up in the morning and being happy to do what I do, sleeping at night and being excited about the next day.
Ar cle Novemberber 2017
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Keep your Hunger Updates Available!!! 15 apps updated!!!! 24 updates total are pending!!! Updates Ready to install!!! I'm sure you are familiar with these kind of messages. These notifications appear whenever there is need to run an update on installed applications on our handheld devices. The frequency of these incremental updates is quite remarkable and it seems they never stop coming. Just when you think you have enjoyed the best version of these apps, something better just pops up and an entirely different experience is born. When an update is installed, its either some bugs or inefficiencies are removed or new features are being added. Application developers work round the clock to make their applications better. For them, making updates available for their applications is an ongoing concern. The Compelling Question What is the driving force behind these developers? Why couldn't they just rest on their oars since they have attained an enviable level of success? Striking Discovery Among other things, I discovered they all have one trait in common ~ HUNGER Hunger in this context is a compelling need or desire for business excellence. The developers in our example never lose their appetite for improvement and development of their products. That hunger is the motivating force that pushes them to multiply growth and success in business. It is the hunger that makes them not to accept the level they are as the best and final. They never stop improving and building on what they have achieved. Many businesses have remained at the same level for many years. As soon as they experienced some level of success, the drive to push for more gradually diminished. There was neither human, process nor product
improvement in the operation of these businesses. The hunger to achieve more eventually fizzled out. What Should I do? Enlarge the place of your tent, and let them stretch out the curtains of your dwellings; Do not spare; Lengthen your cords, and strengthen your stakes. For you shall expand to the right and to the left ~ Isaiah 54:2â€-‏3 NKJV For you to experience continuous success in your business ventures, you must never let your hunger to die. Without hunger for growth, businesses will become stagnant. If you must lose anything, don't let it be your hunger for growth, improvement and development. Expand your capacity to hit new strides. Strengthen your desire and determination to deliver incremental benefits to your customers. When you meet a milestone, challenge yourself and set new ones. Never allow any form of complacency to creep into your business environment. Do not let the success you have achieved deplete your hunger to achieve more. Stay hungry; It is the secret sauce to success.
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Picture Story Novemberber 2017
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Picture Story November 2017
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Ar cle Novemberber 2017
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4 KEYS TO MASTERING THE ART OF DELEGATION Aim to make yourself dispensable when running your business.
AS
the old adage goes: "Do less and accomplish more; do nothing and accomplish everything." When running a business, the perpetual, though eternally unattainable goal, is to make yourself dispensable. All too often, business owners feel that if they are not actively engaged or at least available for their business 24/7, the business will fall apart. It's as if they have a bull by the tail and simply cannot let go for one second. This is a formula for disaster. The more you can free yourself from this sort of bondage, the better. If you keep the following four simple guidelines in mind, it will not only help you with that objective, but it will also enable the business to grow, thrive and prosper. 1. Get past the "I'll do it myself" syndrome. Interestingly enough, many business owners just can't seem to let go, feeling they have to do everything themselves. As a result, they become so bogged down and stressed by their daily tasks that, sooner or later, they break down emotionally, psychology or physically. They do this for a couple of different reasons. First, they feel that if they want something done right, they have to do it themselves. This feeling is ingrained in them to the point that they can't move past it. As the business expands, this becomes an obvious formula for disaster. The other reason they can't delegate responsibilities is a little more subtle, but it boils down to a feeling that it's not right to ask other people to do things for them. They feel it's inappropriate or an imposition. It's as if they wouldn't be standing on their own two feet, but instead would be taking advantage of another person. Logically, it's obvious that this kind of thinking is erroneous. But such feelings often outweigh the logic of the situation. The idea of delegating responsibility to them feels slovenly, reprehensible or elitist. 2. Free yourself up. Delegating tasks frees you to pursue broader horizons. It enables you to elevate your activities to a higher level and explore new possibilities for the business. Perhaps you will find ways to improve the efficiency of how things are being done.
Or you will discover new ways of marketing. You might even find new products or services to offer your customers or clients. As you ascend the ladder within your business, the business will ascend to higher, more productive heights. For example, the general manager of a resort was so caught up in running the day-to-day operations of the central building, that he had no time to develop other services within the resort. By training and promoting an employee to take over the management of the building, the general manager was then able to shift his attention and thereby expand the services and quality of the resort in general. 3. Develop backup personnel. For every task you delegate, there should be a backup person for the task. This way, the business operations will never become dependent on one individual. People get sick, quit or may eventually be promoted or needed in another area. Without a backup person capable of moving into their old position, the business becomes static. When every position is backed up, the dynamics of the entire business are more freeflowing, flexible and less susceptible to a critical shut-down. The most important person to back up is the owner or general manager of the entire company -- yet it is often the one position that is overlooked. It is common for everyone in the company to view the owner/manager as the heart and soul of the company. They feel without this key person, things would simply fall apart, and there will be no company. It's for this reason that not only should the general manager have someone in mind who could step into the position, but the entire management team should cultivate the same attitude. They need to feel they can work things out and follow the new leader with the same heartfelt dedication and spirit as before. Those can be quite significant shoes to fill. For example, in a resort, the general manager oversees not only the different buildings, but also the different activities for the guests, the management of the employees, physical plant, accounting and legal departments, long-term planning, marketing, etc. 4. Be a good delegator. A good delegator functions in a manner similar to the old circus act where the showman would spin multiple plates atop poles simultaneously. His job was not only to get the plate spinning, but to occasionally, when needed, give an isolated plate an additional spin to keep it going. A good delegator is ready to step in, if needed, to keep the business running, but does everything in their power to ensure that need is rare. They are then free to advance the company further while having a healthy life of their own.
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News Roundup Novemberber 2017
OUTDOOR ADVERTISING: PRACTITIONERS URGE FCTA TO IMPROVE METHODOLOGY Chairman of the Advertising Practitioners Association Abuja Chapter (APAAC), Agbi SamOjie, has noted that to utilise the potentials of outdoor advertising, the Federal Capital Territory Administration (FCTA) needed to improve on its methodology on how to harness its potentials. Ojie, in a chat with Blueprint on Tuesday, in commemoration of its 2017 Abuja Advertising Exhibition, further said advertising “is a big spending industry, but successive governments have not been able to utilise its potentials.” He also said the FCTA shouldn't limit advertising to only urban centres, adding that they should also expand it to other area councils. “There are products that are particular to the people who live in that environment and there is not a place where advertising products are not consumed,” he said. The chairman also advised the FCTA on the need to register other practitioners and support the association, “so that they can harness their products.” He commended the FCTA for leading the train to ensure that people were certified and allow
HEINEKEN NIGERIA EMERGED WINNER IN THE BRAND OF THE YEAR CATEGORY Heineken Nigeria emerged as the winner in the Brand of the Year category at the ADVAN
Awards for Marketing Excellence 2017. The awards which took place on Saturday 11th November 2017 at the Shell Hall of the Muson Center Lagos had hundreds of top marketing professionals in attendance.
Signage only certified professionals do their jobs effectively. On the line-up events for the exhibition, he said the event started with a Health Walk, saying that the purpose of this was to bring into focus the role of health event
further said the association held a Thanksgiving Service in church on Sunday for keeping the association together and to have succeeded in the last seven years “We are also having an exhibition week, a career talk and also a
in creativity. According to him, there is no way one can be creative when you are not healthy as “creativity has to do with fitness.” He
lecturer, award and dinner. This is a first of its kind and we have a specialised expo for a particular sector that practises this profession,” he said.
The coveted Brand Manager of the Year award was won by Mr. Obabiyi Fagade, Heineken Nigeria brand manager. The big win for the night was new entrance Hayat, whose brands Molfix and Familia scooped 5 awards.
3rd place: Airtel Smart Speedo Category: Consumer Promotion Winner: Three Crowns Milk 2nd place: Dufil Indomie 3rd place: Hayat Molfix Category: Innovation Winner: MTN Lumious Inverter 2nd place: Hayat Familia 3rd place: Malta Guinness Herb Category: Corporate Social Responsibility (CSR) Winner: Dufil Power Oil 2nd place: MTN Foundation 3rd place: Dufil Indomie Category: Experiential Marketing Category Winner: Hayat Molfix 2nd place: Cococola CopaCola 3rd place: Three Crowns Milk
See the full list of winners, runners-up below in no particular order: Category: Brand Manager of the Year Won by Heineken Nigeria Brand Manager “Mr. Obabiyi Fagade” Category: Brand of the Year Winner: Heineken 2nd place: Dufil Power Oil 3rd place: Hayat Molfix Category: Campaign of Year Winner: Heineken 2nd place: Airtel Smart Speedo 3rd place: Unilever Ghana Pepsodent Category: Digital/Social media Marketing Winner: Nigerian Breweries 33 Export 2nd place: Cococola Share a Feeling 3rd place: Unilever Closeup Category: New Brand/Brand Revitalisation Winner: Hayat Familia 2nd place: Guinness Nigeria
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The night also kicked off the yearl ong activities for the 25th year celebration of ADVAN. In her opening address, the ADVAN President, Folake Ani-Mumuney welcome guest and members present at the awards. She further emphasized on the need for marketers to be thought leaders and shape the future rather than have it shaped for them. She reiterates on the needs for Advertisers and Marketer to prepare for the global changes coming in 2018.
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Signage November 2017
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CONFERENCE ON OUT OF HOME ADVERTISING OPENS IN ACCRA A conference on Out of Home Advertising has opened in Accra with a focus to validate a draft policy document to regulate activities of advertising agencies in Accra. The conference which is the first of its kind in Ghana is being facilitated by the Accra Metropolitan Assembly (AMA) and the Advertising Association of Ghana, “seeks to provide a platform for stakeholders to make valuable inputs into the draft policy guidelines and standards to ensure sanity in the metropolis.” Addressing participants, the Chief Executive Officer of AMA, Mohammed Adjei Sowah, said views and inputs were solicited from the Advertising Association of Ghana, Ghana Standards Authority, Ghana Institution of Engineers, National Petroleum Authority, Ghana Highways Authority, Ghana Road Safety Authority and Department of Urban Roads and other key stakeholders to ensure that all interests and concerns were properly addressed before the draft of the policy document. He said the document christened “Smart Procedures and Standards for Out of Home (Outdoor) Advertisement ” seeks to focus on how the Assembly can effectively and efficiently manage Out of Home Advertising activities. He intimated that despite gains made from outdoor advertising, its related activities have had some negative impact on the city's beautification, security and safety thereby creating challenges, adding that the “Assembly is committed to
AUDI LAUNCHES CONTEXTUAL ROADSIDE OUT OF HOME CAMPAIGN
them….we will remove them when we sight any,” he ensure sanity in the industry.”. He said the document was in three parts, the first part said. He urged participants to embrace the new systems and standards that would contribute towards focusing on the Legal and Institutional Framework
governing out of home advertising whiles the second and third spells out the procedures and requirements leading to obtaining a Permit, and the Standards (Specifications of Advertising Infrastructure) for Out of Home Advertising respectively. He announced that the Assembly had placed a temporary ban on out of home advertising and its related activities and was hopeful that the document would be finalized and ready by the end of December 31, 2017, for the ban to be lifted. "Although we have imposed a ban on mounting billboards, we still see people mounting
making the city and nation Smart. Mr Joel Edmund Nettey, President of the Advertising Association of Ghana (AAG) and Chief Executive of Innova DDB Ghana, in an opening remark identified the lack of clear demarcations of boundaries for assemblies as one of the major challenges facing the industry adding that “advertising agencies have had to deal with contemptuous issues between the AMA, Ga South Municipal Assembly, LEKMA and LADMA, Tema and LEKMA and Tema and Kpone Katamanso.”
will serve contextually relevant messages to drivers at each location.
weather, drivers will see ads for Audi’s all-wheel drive technology, "quattro-on-demand".
Created by Bartle Bogle Hegarty and produced by creative tech outfit Grand Visual, the campaig n uses traffic, time and weather data to trigger specific content. Examples include sites where traffic is heavy Audi has launched alerting drivers to "Pre-sense", Audi’s in-built a data-driven digital out of home campaign that technology for predictive safety. During adverse
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The campaign is managed and distributed through digital out of home adtech platform OpenLoop, which analyses transport APIs and weather data and triggers the relevant creative for each roadside location. The media was planned and booked by PHD and Talon and spans 211 screens, across nine key cities. Benjamin Braun, head of marketing at Audi UK, said: "This is the first data-driven digital OOH campaign we have launched on a national scale. "By using data to contextualise copy, we can reach drivers with targeted and tactical advertising messages that are relevant throughout the day, tapping into the driver's mindset in the moment. That is powerful." Dan Dawson, chief creative technology officer at Grand Visual, added: "This campaign is a great fit for a brand that continues to be at the forefront of vehicle intelligence technology. Thanks to pioneering brands like Audi, data innovation in OOH is really beginning to take off."
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Global Update Novemberber 2017
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ZOMATO TO WITHDRAW 'OFFENSIVE' OUTDOOR AD AFTER SOCIAL MEDIA BACKLASH Online restaurant guide and food ordering app Zomato found itself in a soup when its new outdoor campaign was attacked on social media platforms for being offensive and sexist. The controversial ad, written by Zomato's art director Akshar Pathak, has bold white letters MC.BC. (mac n' cheese, butter chicken) written against a bright red background. The ad, with letters that are short for Hindi language expletives, started going viral on Twitter and Facebook with people calling it sexist, cheap and crass.
can be offensive to people, and we apologize for it. We will take this ad down with immediate effect. cc @AksharPathak @prao24 — Pankaj Chaddah (@pankajchaddah) November 30, 2017 “While it was not our intention, we can understand how that one particular creative could have been perceived as offensive. We will be withdrawing that creative in particular,” said Pramod Rao, marketing head, Zomato, in an email response to queries.
Apart from the controversial ad, the campaign takes inspiration from elements from pop culture using quirky lines like “Acche din are finally here, Bol Baby Bol, Malai Tikka Roll!” These outdoor ads, executed by Madison and Outdoor Advertising Professionals (OAP), an Shame on you @ZomatoIN ! Absolutely outdoor agency, have been put up across shameful what you"ve attempted to do. Your multiple cities, including in Delhi, Mumbai, investors should be sickened by your Bengaluru and Kolkata, among others. The behaviour! @smritiirani : this is outrageous. billboards, which went live this week, are a part @ascionline pic.twitter.com/pSChhHSrxo of an above-the-line (ATL) campaign that — SUHEL SETH (@suhelseth) November 30, started in November for television, radio and 2017 digital platforms. Advertising and brand experts unanimously agree that the creative in question was done in Hey, while we didn't mean to, we can see why it bad taste and can tarnish the goodwill and
SOUTH AFRICA: INDEPENDENT SELLS OUTDOOR ADVERTISING UNIT FOR R1,1 BILLION Johannesburg — INDEPENDENT News & Media (SA) said yesterday it had completed the sale of its African outdoor advertising business for R1,1bn. The buyer is a consortium led by Helios Investment Partners, a panAfrican private equity group based in London, as well as private equity investors made up principally of London-based Citi Venture Capital International and RMB Corvest, part of the FirstRand Group, and MSG Afrika, an SA-based company.
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image of brand Zomato. “There is an extremely thin line between cool and crass. I think the Zomato campaign has crossed that line. It is an unnecessary campaign done by a trigger-happy executive within Zomato and the damage it has done to the brand is far greater than all the good the company has done in the market so far,” said Swapan Seth, chief executive at advertising agency Equus. Advertising expert Colvyn Harris, founder at ad agency Harris-Mint, says the letters MC and BC are not positive attributes which should have not been associated with the brand in the first place. “If this was supposed to be taken as a pun then it's a terrible one and in a bad taste. It treats the customer and the brand in such a shoddy manner,” he added. Shubho Sengupta, an independent brand consultant (digital), said that while the overall campaign has a signature Zomato humour, the “MC. BC.” creative went into a different territory. “It is quite strange for a market leader like Zomato to execute a creative like this which is disrespectful towards women when every other brand is trying to promote women empowerment.”
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Trivia Novemberber 2017
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