IMC expert calls for collaboration, innovation to navigate the new normal
As many corporations and organisations are recovering from the hit of the coronavirus pandemic and are gradually adjusting to the new normal, the President of Media Independent Practitioners Association of Nigeria (MIPAN), Femi Adelusi has stressed on the need for synergy and creativity amongst players within the Integrated Marketing Communications (IMC) industry.
Responding to exclusive enquiries from MARKETING EDGE, the MIPAN chief, who is also Group Managing Director/CEO of BrandEye Media/BrainBox Marketing Nigeria, mentioned engagement and flexibility as vital in helping brands retain their target market in the post-pandemic era, even as consumers’ behaviour continues to evolve.
In his words: “For us as media agencies, I think the primary objective is to help our clients win; whatever will help them win is important.
“What we need to do is to engage the media partners to understand the peculiarities of the time that we work in and find partners who are also able to be that flexible to accept our one month plan rather than a two month plan. And because we are leveraging technology, we can make decisions quickly by informing and communicating with clients faster. The partners also need to have a system that allows them to accept those changes. I think the entire industry need to be a bit more flexible.”
“Ultimately, the media houses, the agencies and the clients must work together to make sure that the brand objectives are delivered,” he added.
The marketing communications guru also stressed on the need for advertisers to rely on data and come up with innovation and creativity to keep up with the consumers whom he noted have been going through behavioural changes.
“I think everything centres on the consumer and the lifestyle changes. I think from an advertiser standpoint, he has to think what is most important to my consumers at this period? We need to analyse the insights that are available such as disposable income. What kind of new excuse or packaging material do I need to evolve into that will allow this product or service to be able to reach the consumer in view of the current realities that he finds himself?
“There is need for data and insight. Advertisers need to evolve the product delivery, the road to market and the packaging to be able to reach the consumer in different ways. I think these are areas where there should be some level of innovation and creativity from an advertisers’ standpoint.”
Concerning the 120 days payment circle contention between media owners and their clients, Adelusi, who is experienced on both sides as he has worked as on the clients’ sides for over a decade before establishing his media powerhouse, emphasised the need for partnership and dialogue.
“It should actually be collaboration, a partnership and that is the principle and idea we need to bring to the table. It is not about one party pushing for 120 days; it is about the party also understanding that the agency needs to run a profitable, sustainable business as a strategic partner. So, where is the middle point?”
“I personally believe that 120 days is a long time in an economy like Nigeria where you don’t have ready access to loans. We don’t have all the technology, and operations are not yet so technology-driven to reduce our operational cost. We therefore need to find a middle point.”
RECOMMENDED ARTICLES
Comment
No comments found.