GEORGE THORPE @ 70: Celebrating the grandfather of modern BTL in Nigeria
Whenever and wherever the subject of integrated marketing communications businness as well as below- the- lines are being discussed, the name Dr. George Thorpe will inevitably come to mind.
He is one iconic visionary leader who has helped to redefine the brand management strategy and brand activations ideation in the contemporary history and histrionics of modern IMC eco- system.
With his background hitherto as a Client person, having risen through the ranks to become Chief Executive Officer of a multinational company, Thorpe’s phenomenal experiences acquired over the years readily served as tonic and fillip for redefining specializations in the hitherto traditional old agency model.
Indeed, Dr. Thorpe, reputed as an industry intellectual and a power house of brand strategy and ideation was in his early days like a lion ready to roar where brand management strategy sessions and consultancy pitches were being held.
George Thorpe holds a commanding and brand equity height amongst most multinational and blue chip companies who needed a brand management Consultant that perfectly understands the DNAs of most of the brands and products in different market segments and categories in Nigeria and beyond.
His brand management wizardry and high impact ideation acumen always stood him shoulder higher above peers and competitors.
His phenomenal contributions to the growth and development of modern below-the-line marketing in will continue to resonate for generations to come, while it will also remain a reference point to future IMC scholars and service providers .The fact remains inimitable that the Tequila agency he founded in this sector remains both a pace- setter, path – finder and market leader.
Not satisfied with the old advertising agency model in Nigeria where most specialization areas of IMC were ware- housed under same roof, Thorpe took the bold move to change the narratives by partnering with his friend of many years, Mr Lere Awokoya, founder of TBWA to float the IMS group. From this stable , notable specialization areas of integrated marketing communications services evolved. Today, we have legacy agencies and institutions to their innovation.
At 70, Thorpe stands as a distinguished public intellectual and a leading light in the Integrated Marketing Communications industry, with well-earned accolades and an indelible footprints on the sands of time.
Since he founded MediaReach in 1999, Thorpe’s pioneering leadership has consistently inspired younger generations. A giant in Nigeria’s marketing space, his achievements remain highly influential. His expertise spans market segmentation and portfolio strategy development, marking him out as an exemplary figure in the industry.
Dr George Thorpe brand personae can be better understood in the immortal words of the Swiss Writer, Fredrick Amiel who says in one of his famous books that ” great men are the real men for in them , nature has truly succeeded.”
Thorpe fully encapsulates Amiel’s immortal words on marble. He began his chequered marketing career at Lever Brothers, now Unilever, in February, 1979. He later switched to Pfizer as Marketing Manager in 1982. He was the Managing Director of Sterling Health Nigeria from 1988 to 1995, and later in 1995, he established Market Space, a provider of marketing consultancy and training services.
His brainchild, MediaReach OMD Nigeria was established in 1999 as a media independent to set new standards in transparency and accountability. This has given birth to other progenitors like , Media Reach OMD Ghana, which recently changed its name to Optimal OMD Ghana, PHD Nigeria and PHD Ghana also now known as RFG Ghana . He also has to his credit Play House, a leading digital agency in Nigeria.
All of these legacy institutions have since been championing a more scientific approach to media planning in Nigeria with the use of audience data and proprietary software. The agency has since become the flagship media advertising agency in its category and a consistent industry leader. The pace – setter also pioneered and birthed PHD Nigeria, another wave making media agency in the country.
Dr. Thorpe was the Chairman of MediaReach from inception until 2015. He has, over the years, been spending most of his time overseeing Market Space with the aim and passion to helping develop capacity and raise the next generation of marketing communications leaders in the country.
As a mentor, he has guided countless young marketing professionals in understanding the art and science of BTL marketing. He has always emphasised the importance of thinking beyond traditional media and encouraging aspiring marketers to create memorable and lasting brand experiences.
Players in the industry often speak of his wisdom, patience, and profoundity, the qualities that have inspired many of today’s industry leaders who now carry on his philosophy.
At 70, George Thorpe’s legacy in BTL marketing continues to influence the industry. His work has remained a testament to the power of forging genuine connections and reminds professionals that impactful marketing is about creating memorable experiences.
His contributions to below-the-line marketing are not only a history lesson but a blueprint for future generations.
His championing of data- led media practice eventually led to the annual publication of the industry Bible – Media- facts book, which became a reference point for most industry players across the tripod.
As he finally stepped on the Seventh floor, we at MARKETING EDGE wish this celebrity professional a very hearty birthday and a future of greater fulfillment and tranquility. As he savors the joy and wisdom of the elder, we pray the good Lord to continue to bless him as he remains a blessing to the industry and humanity. Above all, we wish Dr. George Thorpe many more years of prosperity, progress and bliss in good health of mind and body. Amen.
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