Peacock Media is data driven, Ada Adheke
“We create wholistic media solutions. We are data driven, we have a depth of knowledge and analysis that distinguishes us from others and we narrow-gate inside that pool of data to give the right direction”
Above are the sure-footed words of Mrs. Ada Adheke, Founder/Chief Executive Officer of Peacock Media, the youngest media buying shop recently launched into the competitive Nigerian media buying market.
Adheke, a renowned statistician and media specialist of exciting exploits and pedigree made this disclosure recently in an interactive chat with MARKETING EDGE team who paid her a courtesy visit in her new outfit located in the high-brow neighbourhood of Ikeja area of Lagos.
Commenting on the reason for opening shop at a very economically challenging time in the country, Adheke said she decided to take the bull by the horns as she had planned long before now to give meaning to her vision at this point in time, not withstanding what the nation is going through.
Her words: “Peacock Media couldn’t have been established at a better time than now. I have planned to launch out my vision shortly after leaving Initiative Sharemind.”
According to her, “I had a very exciting career at Initiative Sharemind, such that I grew rapidly working with different brands of Unilever. Along the line, we lost our Managing Director, Allan Mcarthey, a white guy but I told the management I don’t want to be an MD, because I had a perception it was men’s world and if a woman comes in, they would swallow her. So, I moved to All Seasons MediaCom and worked with a Nigerian Managing Director and it gave me a good opportunity to work with the TROYKA Group which was another space of my life. Having stayed four years with MediaCom, I told them at the beginning I have only five years to spend as I have a vision and where I am going”, she revealed with relish.
Speaking on the agency’s vision and mission, Adheke, a well rounded media specialist revealed: “The vision is that we want to create a wholistic media solutions. Not just media, but media solutions because we are professionals, so our vision is to create innovative media solution by combining consumer centric data knowledge and insight, to maintain strong relationship with media partners for optimal service delivery”.
On the challenge of the industry, Adheke said the issue of clients wanting more for the price of less is a challenge, stating that clients should endeavour to match quality service delivery with commensurate payment as such is the only way agencies won’t cut corners.
“In terms of our offerings, we deliver at Peacock Media maximally to make sure we reduce your waste. Our savings comes from strategy point of view. What do we mean by this; we give you 360 degree budget recommendation both ATL and BTL budget with data supporting what percentage of the budget should go to a particular medium. We give you your BTL for your marketing, distribution and activation. In terms of our touch point, I can give you the behaviour of the consumers in the in-store; how do they behave and the point to reach them. And at the out store, what are the best touch points.
“So, from the onset we save you money instead of just planning a national campaign. We look at the relevant market and direct your spend to that market. Then we come to buying, you and I can do a GRP plan but my cost per point will be more effective because I have a better understanding of the stations and know every quarter hour audience. And we go the extra mile doing the negotiations and also show you these things,” she explained.
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