Agencies that made waves in 2016
At the beginning of 2016, there were unmistakable indications that Nigeria was not headed in the right direction. Almost every economic indexes were in the negative. Consumer confidence was on a decline, same for business confidence. Inflation was on the rise and purchasing power had dropped drastically and many businesses were on a shaky ground.
In this situation, many companies will normally scale back advertising in order to weather the economic storms. This left the Nigerian advertising industry in jeopardy. But despite the air of uncertainty, a number of advertising agencies were still able to make the most of the situation, delivering exceptional works that made them the toast of clients.
Insight Publicis
This year, Insight Publicis had the daunting task of proving critics wrong; by showing they are still relevant and competitive despite the emergence of a number of young creative shops who were doing brilliant stuffs. There were rumours of decline at the 36 year old agency, and when it lost Gulder account, the naysayers felt vindicated.
But Insight soon proved critics wrong by delivering a number of cutting edge creative solutions that won the agency both local and international awards. A number of successful campaigns like Techno Phantom5, Ignis Life Crocodile and Pepsi LongThroat have turn things around for the agency. And as the year was drawing to a close, the agency took ownership of PepsiCo creative business in 14 Africa markets.
Insight became the first Nigerian agency to win an award at WARC and shortly after, it landed the big one- a gold EPICA, all for its Pepsi LongThroat campaign. The agency capped the year up by maintaining its dominance at LAIF where it emerged in the top bracket.
In the course of the year, the agency made some changes that repositioned it to attract more good tiding; one of such was an equity partnership with Publicis Groupe. Later on, it announced a change in leadership which saw the emergence of a younger and more contemporary team, led by Feyi Olubodun, the first non-founder CEO of Insight.
Noah’s Ark
On the back of its exceptional performance in 2015, pundits expected a lot from Noah’s Ark in 2016, the agency didn’t disappoint. The nine year old creative shop began the year on a powerful note winning a number of major businesses including Society for Family Health, Pfizer Pharmaceuticals and AIICO. It followed that up later in the year with new accounts from Nigerite and also got a slice of Heritage creative account and several others.
So while many other agencies were convulsing, Noah’s Ark soared and was seen by some observers as the gold standard for creativity in Nigeria. Noah’s Ark was relentless in its creative endeavour, boasting an impressive portfolio of sensational works, including Three Crowns’ Pillar of Support and Hypo’s for Whites’ Only.
But the success didn’t just swell the books, it also reflected on the shelves. It was the years that Noah’s Ark announced it presence on the international stage by winning one Silver and two Bronze medals at Loeries. The agency did even better at the more prestigious African Cristal Festival by carting home a total of five medals- two Cristals (gold), and three emeralds (bronze). The best ever haul by any Nigerian agency.
And what better way to celebrate success than to acquire a new multi-million naira office complex in the heart of GRA, Ikeja and also announcing an affiliation with Dentsu Aegis, as a precursor to future equity partnership.
DDB Lagos
DDB Lagos is no doubt a creative powerhouse in Nigeria. The agency has been the custodian of MTN’s creative account from inception and this year, it showed why it will continue to hold tight to the multi-billion business.
DDB scored a big point with some of the campaigns it ran for the Telco giant in 2016, and nobody can forget the exceptional craftsmanship that was put into the relaunch of MTN Pulse. The campaign was deservedly recognized at the 2016 LAIF award were it won a number of gold trophies. But DDB Lagos’ absence on the international award arena was seen by many as a major drawback for the agency, given it high rating in Nigeria and beyond.
So while Insight, Noah’s Ark and even X3M Ideas got honours on foreign turfs, DDB’s no show got many thinking about what may have gone wrong with their passion and enthusiasm for global fame.
X3M Ideas
Led by the charismatic Steve Babaeko, X3M Ideas has been able to prove that it doesn’t take time to emerge a gladiator in the creative arena. And one of the hallmarks of its success is the agency’s multi-million office complex, which is one of the most modern and sophisticated creative agency offices in Nigeria.
It was in recognition of his craftsmanship, that Babaeko was named into the New York International Advertising Festival Juror last year, the first by any Nigerian.
The hallmark of the agency’s genius in 2016 was Etisalat Easy Starter creative campaign, which featured Francis Odega. The campaign apparently earned rave reviews within and outside the industry, not just because of its beauty, but also because of the timeliness and quick thinking behind.
Needless to say, the campaign soared high at the 2016 LAIF, winning three gold medals. The agency also won a bronze at last year’s Cristal. The first international award by the four year old agency.
Leo Burnett
Frankly, nobody saw Leo Burnet coming, except for Sam Osunsoko and his team at the two year old agency. But if there was any doubt about the creative capability of the young agency, it was put to rest at last year’s LAIF were the agency proved it mettle in the big league.
Leo Burnett came up with three gold medals, only one gold medal short of usual suspects like DDB Lagos, Noah’s Ark and Insight.
Many observers were shocked to discover that Leo Burnett was actually the creative force behind beautiful campaigns like Konga, Reach for happiness and Konga 55999. But can Leo Burnett sustain the momentum in 2017? Sam is confident it will, but observers will rather adopt a wait and see approach.
Up-In-The-Sky
If there was going to be any Grand Prix award at last year’s LAIF, it probably would have gone to Up-In- The-Sky. The agency, barely one year in business, wowed everyone, including fellow creatives with its Children’s Day advert. It was an absolute stunner and a clear indication of what Oje Ojeaga and Idiara Atimomo, co-founders of the young agency are capable of.
Their geniuses have shone even beyond the shores of Nigeria as the agency scooped the Platinum Award for the Best Category in the 2016 Summit Marketing Effectiveness Award for its work with Royal Diamond orphanage.
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