I believe in Nigerian agencies, they are very resilient – Femi Adelusi
By Abimbola Mohammed
Media expert, Femi Adelusi, Founder/ Group CEO, BrandEye/Mediaplus, and President of Media Independent Practitioners Association of Nigeria (MIPAN), has reinstated his belief in agencies in Nigeria.
He made this known at the last quarterly virtual summit organized by MARKETING EDGE Publications, the leading brand and advertising magazine in Nigeria.
Mr. Adelusi said he foresees agencies in Nigeria increasing in numbers not because he has his agency but because of seeing what other agencies are doing in the integrated marketing communication ecosystem in Nigeria.
His words: “I see an increase in agencies that are local and that are doing well not only because I run one but because I have seen experiences from other sub-sectors, like experiential marketing.”
According to the media expert, agencies in Nigeria have tools, technology, and the next step is to invest in the tools that they already acquire, accelerate learning particularly on digital because of the pace things are evolving, understanding and having the right level of research and data that allow them to make the right decision in that local marketing.
He added: “I think there’s been a decline in how clients are investing in research, and this is not to blame the clients, but it’s also because of the reality of how things have gone in our marketing. We need to get back to that time and understand the consumer motivations. Go back to the days when brands invest in brand health trackers, in retail, and even sources of awareness and all of that.”
He continued: “On a digital platform, we can see movement in that direction because the measurement is easier and progressive when you think about attribution models and how you’re able to track where your results are coming from and link that to conversion and sales.”
Mr. Adelusi is optimistic that adopting the direction of the digital platform will help to sustain and accelerate the right tools for measurement.
“We hope that this will be sustained and accelerated so that we can have the right kind of tools to allow us to do measurements of performance, compare and assess how the audience is doing in Nigeria,” he concluded.
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