Coca-Cola Media brief up for grab
Feelers emanating from the competitive Nigerian media market have revealed that The Coca-Cola multi-million naira media advertising brief is on toss.
The account which presently resides with Media Perspectives, a leading media shop and member of the Troyka group is due for a competitive hot contest middle June by top media specialist agencies in Nigeria. These are, namely, incumbent agency, Media Perspectives, Algorithm Media, BrandEye, Universal McCann and Carat Media, a Dentsu Aegis Network.
Meanwhile Carat is pitching Coke on its global Coca-Cola bespoke dedicated agency platform- DCCC, which currently works for Coca-Cola in numerous markets across the world.
Impeccable industry sources hinted MARKETING EDGE exclusively that the pitch call was not unconnected with the brand owners desire to rejuvenate the brands efforts for optimal market performance in view of current market challenges which continually require requisite attention and solutions.
It was reliably gathered that the Coca-Cola team narrowed down media agency selection to top agencies after a careful review of agency credentials. The agencies which were said to have submitted their bids offer last week are expected to be invited for a formal pitch presentation. Investigations exclusively conducted by MARKETING EDGE weekend revealed none of the selected agencies have been taking their invite for the bids lightly.
Rather, they are said to be creatively and innovatively putting their plans and strategies together with a view to launching an outstanding presentation on the D-Day as the Coca-Cola media business is a bit of a good brief in naira sum.
“Selected agencies have been warming up to dazzle one another with a view to emerging the preferred agency for the job at the end of the pitch”, disclosed a top source at Coca-Cola.
Efforts by MARKETING EDGE to get any of the invited agencies to comment on the forthcoming pitch proved abortive as they were neither willing to confirm nor deny the development. The way and manner all the participating agencies have kept sealed lips on this matter is as if they have signed an oath of secrecy.
Until now, Media Perspectives has been handling the Coca-Cola business following the disengagement of Media Seal, (formerly Starcom Media) a former affiliate of Starcom Media Vest. The emergence of Publicis Group as an equity holder in all the Troyka agency groups led to the movement of the beverage brand to media Perspectives.
As it were, it is not yet known what parameters would determine who this business as all contenders are busy perfecting their media strategies so as to be a beneficiary of these works.
Media Perspectives, set up in 2001, is a subsidiary of Insight Redefini- the marketing communications arm of Troyka Holdings. Following Insight Redefini’s equity partnership with Publicis Groupe in 2016, the media agency became a member of the Starcom MediaVest Group, the largest media advertising network in the world. Media Perspective prides itself as an agency that has developed winning strategies for top multinational brands like Coca-Cola and MTN. the MTN brief has since been lost to PHD Nigeria, an Omnicom agency, after a global pitch by the South African telecoms giant.
Algorithm Media is a media specialist Communications Agency in Nigeria, affiliated to GroupM, one of the largest media networks in the world; noted for innovation, speed and excellence. Established in 2016 by the first and only former Nigerian Managing Director at Guinness Nigeria, Seni Adetu, the agency offers media consultancy services in the areas of Media strategy, planning, buying & control using consumer insight garnered from industry research and reliable market intelligence. Algorithm Media’s Portfolio includes an array of multinational brands like Nokia, Facebook, Media 24, FrieslandCampina WAMCO makers of Three Crowns and Peak Milk.
Carat Media is unarguably one of Nigeria’s leading agencies; a member of Media Fuse Dentsu Aegis Network. With a combination of pioneering research tool, cutting edge technology and global expertise, the agency has delivered disruptive media solution to its clients.
Within just for years of its establishment, Carat Media has developed cutting edge solution for brands, with tangible bottom-line impact. This has translated it into the top echelon of the media advertising subsector in Nigeria, in a record time. Some of its major clients include Mastercard, Guinness Nigeria, P&G, Nestle Nigeria, Philips, Kwese, Beisdor/Nivea etc.
BrandEye is a Full Service Media Agency, led by one of Nigeria’s most outstanding media executives, Femi Adelusi. Brand Eye is affiliated to Mediaplus, one of the world’s top media agency. It also has strategic partnership with Afex Media, with footprints across Africa. Brand Eye brand portfolio includes Lucozade and Ribena.
Universal McCann Nigeria is one of the popular media agencies in Nigeria. It is affiliated Universal McCann, a full service media operation of over 130 offices in over 100 countries.
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