50% of ad challenges are caused by clients says YBR Boss
Managing Director, Yellow Brick Road Advertising agency, Mr. Olumide Olowole, has said about 50% of the challenges encountered by the advertising industry in Nigeria are caused by the clients.
Olowole told MARKETING EDGE in an interview, that the lack of trust from clients has made it hard for agencies to function at their best and provide impactful solutions for their brands.
He noted that the clients are seen as the major challenge that most advertising agencies have to grapple with; even though there are other problems that could easily be solved.
Olowole said: “50% of advertising challenges in Nigeria are caused by the clients because the clients do not trust the agencies enough; the clients do not empower the agency enough to give them what I would call impactful solutions to their adverting campaigns”
According to the YBR boss, Nigeria has good advertising agencies with great ideas that could turn around the client’s businesses but stressed that that was not the case because most clients in Nigeria do not trust the advertising agencies enough to do their job professionally without any interference.
In his words: ”The value that we place on the services that we offer is been undermined by the clients. A client will give you a brief to execute an advertising campaign yet such client won’t give you enough financial resources to aid you as an agency to effectively carry out the campaign.”
“And that is why clients cut budgets. You go to a client and you give them a bill, for example, N100 and the client will say it can only afford N10.”
“Can you imagine, how the client goes from a N100 to say it can only pay N10 and for me that is one of the biggest frustrations that I had because it is very difficult to get into an intellectual discussion with most clients in Nigeria.”
“Like I said earlier, for us to succeed tremendously in Nigeria, the client should trust the agency and empower them financially to do their job professionally just like it is being done in other parts of the world”
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