Algorithm Media Nigeria wins P&G multi-million naira media brief
Procter & Gamble, a global giant in the fast moving consumer goods has appointed Algorithm Media, a specialist communications agency for its juicy jumbo media advertising business.
Algorithm Media Nigeria an affiliate of Group M, under the WPP group (the world’s largest media communications group) comprises of MediaCom and MindShare one of the largest network in the world noted for innovation, speed and excellence won this brief after a hotly competitive pitch recently.
Impeccable industry sources hinted MARKETING EDGE mid-week that the new account win was announced last week by Procter & Gamble after exhaustive and exciting reviews of the strategic, creative and innovative bid put forward by the avant-garde and vision driven media planning and buying shop.
The bid which was opened early May this year was said to be “intense, demanding and rigorous” as no fewer than 3 agencies competed at the final leg of the contest.
The Procter & Gamble major focus in the agency review exercise, it was gathered was to see which of the media shops could showcase the depth of understanding of contemporary media principles and applications and demonstrate clout in the media space. The FMCG giant was also believed to have tasked the competing agencies on their understanding of the Nigerian media market and its peculiarities.
Investigations revealed that Algorithm Media may have won the multi-million naira P&G business by leveraging on its Mediacom ideology in principles and practice, as the business was said to have been won by the Mediacom arm of the group. The new account win, a top industry source revealed said “it shows that Algorithm Media with its 2 media arms – Mediacom and MindShare is set to change advertising media scene in Nigeria”.
Efforts to get agency officials to comment on the new business win however proved abortive as none of the P&G employees was also ready to be quoted on the pitch outcome which was said to have just been released. However, we gather very authoritatively that the new winner of the media brief has been involved in the transition efforts on the account from the former handler agency.
In less than three years of its debut into the market, Algorithm Media has been involved in wave making efforts in the Nigerian media advertising scene.
P&G was founded in the US in 1837 by two men who met by chance. William Procter and James Gamble were from England and Ireland respectively and were on separate journeys through the United States when the challenges of travel led both of them to Cincinnati. They might never have met had they not married sisters – Olivia and Elizabeth Norris – whose father convinced them to become business partners and In 1837, a humble but bold new enterprise called Procter & Gamble was born. What began as a small, family-oriented soap and candle company grew and thrived, inspired by P&G’s Purpose of providing products and services of superior quality and value.
Its simple purpose has enabled it to become one of the world’s leading consumer products companies – as it is believed this will continue to guide it as it seeks to improve lives now and for generations to come.
P&G started in Nigeria in 1992 with the acquisition of the Richardson Vicks manufacturing plant in Ibadan by Procter and Gamble. Local production of Vicks and Always began in 1993 and Pampers in 1994. P&G is now a leading consumer packaged goods company in Nigeria, reaching almost 6 million Nigerian households daily. Its innovative brands touch and improve the lives of people all across Nigeria. With cumulative investments in millions of dollars, and a new state-of the art Pampers plant under construction in Ogun State, P&G is now expanding across West Africa with a vision of making Nigeria a major production.
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