DDB Lagos CEO Praise Staff for Diageo Pitch Win

Amidst the euphoria of landing another major account, the CEO of DDB Lagos, Ikechi Odigbo has praised his team for their hardwork and confidence as the agency was recently declared winner of the lucrative Diageo’s spirit creative account pitch.

The frontline agency was declared the winner of the competitive pitch at the expense of other top agencies like LTC JWT, Noah’s Ark and STB McCann. Noah’s Ark was said to have pulled out of the process shortly after the clarification stage.

“We are very happy with our new client and the entire credit goes to the team that worked directly on the pitch and also a big thanks to everyone in the group for their support and confidence,” Ikechi Odigbi said.

By this win, DDB Lagos will henceforth lead the marketing charge of Diageo’s spirits portfolio in Nigeria, developing brand strategies and leading the execution of these strategies to ensure that chosen priority brands are leaders in their categories.

The agency will continually identify and quantify new growth opportunities for the portfolio based on continuously updated consumer insights, developing new growth drivers if required in partnership with West Africa Spirits Hub Team, whilst developing Spirits Marketing Talent for the future in Nigeria & Africa.

Diageo, parent company of Guinness Nigeria Plc called for pitch early in the year after Udeme Ufot’s SO&U quit the account as result of Insight Publicis equity partnership with Publicis.

Diageo Brands Nigeria (DBN) was created in 2010 to drive Diageo’s Spirits business in Nigeria. The success of DBN is critical to the success of Diageo’s operations in Nigeria and therefore is critical to Diageo Africa’s success. Some of the brands Diageo spirit portfolio are Smirnoff, Bailys, Johnny Walker, Ciroc, McDowells, Gordon.

In 2015, while other agencies struggled to get businesses, the DDB Lagos added five impressive new accounts to its rich portfolio, one more than it yearly projection. The accounts were Orlam, an Asian multinational that is into confectionaries, beverages, yoghurt and many more products, Wakanow, Nigeria’s undisputed king of online travels, Huawei, an Asian technology giant and Africa Reap.

“We are not only growing in terms of creative capital but we are growing also as a business. Every year, we have targeted that we must win four new businesses, and this year we have exceeded that with very impressive new business wins. We are pleased that despite the uncertainties of the economic business landscape, we have been able to make much progress,” Ikechi Odigbo, Managing Director of DDB Lagos said in an exclusive interview with MARKETING EDGE.

Some of the other major account on DDB Lagos’ impressive portfolio are MTN, Verve, Interswitch, Africa Re etc


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