Diageo, P&G, Nestle, GSK others beckon at CentrespreadGrey
Barring any last minute ditch, the lucrative advertising accounts of Diageo, P&G, Nestle, GSK among others may soon move to Centrespread Advertising. The impending accounts haul by Centrespread, a leading integrated marketing communications company in Nigeria is not unconnected with the imminent global account realignment following the recent affiliate deal with Grey International and the Nigerian agency.
Officials of the two players announced at an event in Lagos that clients of Grey that are doing business in the Nigerian market will move their advertising accounts to Centrespread Advertising. They also disclosed that creative staff from Grey will contribute creative ideas towards managing such accounts.
“Africa is the continent of opportunity for future-focused clients,” said Peter Jackson, CEO of GREY Africa. “We are delighted to partner with Centrespread, a world-class marketing organization, and look forward to what we’ll accomplish together in Nigeria and beyond in the coming years.”
Findings by MARKETING EDGE revealed that by virtue of the new relationship, Centerspread may end up warehousing advertising business in excess of N8 billion yearly. According to data sourced from Mediafacts 2015, Procter and Gamble ad spend alone amounted to N2.1 billion. In the same vein, Diageo, Nestle and GSK is with a yearly turnover running into billions of naira. The brands ad spend is expected to increase yearly considering the growing competition in the market. These are besides other fringe accounts like Volvo, Cannon, British Council Symantec and Finnair and Pfizer whose billings joined together may amount to huge annual advert revenue.
Kola Ayanwale, Centrespread CEO, says he is enthusiastic about the alliance with an iconic agency such as GREY. “The GREY Group ranks among the world’s top advertising and marketing organisations, with an enviable global footprint. GREY’s credentials and achievements are impressive and their unique positioning of ‘Famously Effective’ resonates with the same values that have shaped Centrespread into one of Nigeria’s most successful integrated marketing communications agencies over the last three decades. The decision to take on the exciting opportunity of re-establishing GREY in Nigeria and across the continent is one that has met with great enthusiasm by both parties, and we look forward to being an integral part of the continued global success of GREY.”
Meanwhile, industry practitioners have reacted to the latest working relationship between the two agencies considering that foremost ad agency; Insight once had similar relationship with Grey a few years back.
Dayo Adejokun, an IMC executives applauded the affiliation, he believes the new arrangement is what the IMC industry needs to deepen its global presence.
He explained that Centrespread is one of the most respected agencies in the country and the affiliation with Grey will help global brands present in Nigeria reach their target market with the right ad messages.
He pointed out that brands like Johnny walker from the stable of Diageo which targets consumers worldwide and travelers will now have a local creative input to attract Nigeria market and Africa.
Kayode Oluwasona, President, Association of Advertising Agencies of Nigeria (AAAN) said that the association is delighted about the affiliation and it is what IMC companies need to reach global opportunities.
He is confident that Centrespread will be able to deliver considering its pedigree.
“We welcome affiliation provided it actually adds value to the two parties” he stated.
Commenting on the ability and capability of smaller agencies being able to compete with globally affiliated agencies in the country, he disclosed that “If you are small, you will need to develop strategy to be bigger, it is a corporate strategy thing, and there is nothing anyone can do about that”
Grey Famously effective since 1917 was named Adweek Global Agency of the year 2015 is a global advertising company owned by the WPP network of agencies. Grey is also ranked among the world’s top advertising and marketing organizations, serving one-fifth of the FORTUNE 500, in 96 countries.
Similarly, its new local partner was incorporated in July 1982 and began business effectively in December of the same year. Centrespread has given birth to other sister companies. They are DKK, another full service ad agency; PR Redline, which is the PR; Mediamore, a media independence outfit based in Ilupeju; Kontactpoint, an outdoor agency; and Interactive communications, an information technology branding outfit.
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