Carat Media Fuse wins Diageo’s Guinness media Pitch

Carat Media Fuse Nigeria, a Dentsu Aegis global network has won the Diageo Guinness multi-billion naira media business in Ghana and Nigeria after a keenly competitive media contest that pitched topline media agencies against the other recently.

Impeccable and authoritative industry source disclosed to MARKETING EDGE yesterday that Diageo announced the outcome of the pitch late Monday evening to all the agencies that partook in the exercise, thanking them for their interest in promoting its brands.

It will be recalled that MARKETING EDGE had exclusively reported three weeks ago that the Guinness multi-billion naira media account had been thrown open for a pitch.

Agencies that slugged it out amongst themselves for the juicy multi-billion naira business are, namely incumbent Mediareach OMD, Universal McCaNN and carat Media Fuse. Although Media Perspectives, a topline media agency had initially showed up early October when Diageo top guns first briefed the agencies that were involved in the pitch, the Ikeja, GRA based media shop later pulled back from the exercise for strategic reason not unconnected with its eyes very fixed on the company’s proposed affiliation with Publicis Group which may automatically give the agency the Nigeria Breweries account.

During the pitch, the three agencies which made three phased appearances were made to showcase their media skills and competencies in driving more value for Diageo brands in Nigeria and Ghana markets.

Since the news of the account win broke, it has been jubilation galore at Carat Media Fuse’s head office located at the high-brow Oduduwa Crescent, in the Ikeja GRA area of Lagos State.

The mood in the agency which has been quite upbeat since the pitches were rounded up two weeks ago became jubilant and excited with the final result announcement especially coming on the heels of a similar win by Vizeum Nigeria, an agency in its global network, Aegis dentsu when it defeated OMD Phd to win Arla Foods Dano Milk media business for Nigeria and Senegal markets.

When contacted on the new account haul, a top official of Carat Media Fuse who would not give more details however confirmed the story when he said “yes, we won the Diageo Guinness, media account and we thank God and the client for believing in us”.

Asked to describe the agency’s plan in moving the Diageo brands forward on the media front, the official declined, saying, “we are keeping our game plans close to our chest. The agency which opened shop early 2014 has become the toast of the industry with multiple accounts win almost on a regular basis.

The agency recorded a first by becoming the first Nigeria advertising business in the country that kicked off with foreign direct investment and has since then continued to record phenomenal growth hauling new businesses from across all market segments.

Barely ten months it opened shop, the agency won an award recently as the “fastest growing Agency Across Media.

Earlier this year, Dentsu Aegis Network entered into a joint venture agreement with Media Fuse, thus bringing the Nigerian company into the strong network of Dentsu Aegis Network brands in sub-Saharan African including Carat, Iprospect, Isobar, Vizeum and Posterscope all of which are now major players in Nigeria.

Media Fuse Dentsu Aegis Network is led by the urbane and cerebral Emeka Okeke, an expert on Africa’s converging media and digital landscape. He has worked extensively across the West African region, Nigeria, Ghana, Cameroon, Senegal, Cote D’Ivoire, Sierra Leone, Gambia and Liberia. He has also successfully head-hunted versatile, young and vibrant professionals to help him realize and sustain the agency’s emerging leadership of the Nigerian media market.


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