Insight Publicis set to drive BBM Messenger’s creative campaigns in Nigeria – Feyi Olubodun
Following the winning of BBM Messenger’s creative account after a competitive pitch process, Insight Publicis, a leading advertising agency in Nigeria, is set to re-position the brand in the Nigerian market through its creative re-engineering strategies.
Managing Director/ Chief Executive Officer of the agency, Feyi Olubodun, disclosed this to MARKETING EDGE at the BBM Messenger’s first Digital and Mobile Innovation information session in Nigeria held recently.
He pointed out that the agency has a history of building challenger brands and it is ready to take BBM Messenger to another level.
“When we were approached, we were very excited about it, because one of the things that is very core to the DNA of Insight is that we build challenger brands. If you look at all the big brands that the agency has today, all of them used to be challenger brands.
“The other thing is that we are the only Nigerian agency that has over 30 years experience working in the youth market. Our top clients have always been youth focused clients. We saw an exciting opportunity to take on a challenger brand and also a brand that is targeted at the millennial. Those are the thing that is very core to our DNA”, he explained.
Similarly, Olubodun, shared powerful perspectives on the next stage in the digital and mobile space in Nigeria, opining that the trend is an exciting one given that Africa will soon have the largest youth demographics globally.
“The youth market is not only the larger sector, but they’re also innovators and trend drivers”, he said.
He added that the prominence of social media is a good example. In his words, “The majority of social media users globally are millennial, and it’s no different in Nigeria. In reality, by 2025, the youth segment will make up 75% of the African workforce and they will have considerable purchasing power.”
Insight Publicis is a fully integrated marketing communications agency and one of biggest advertising agencies in Nigeria and West Africa.
BBM Messenger is seeking new ways to deepen its presence in the country through its partnership with firms like Interswitch, Ariiyatickets, Nairabox and others. It also hopes to get to the heart of its target market with series of marketing communications campaigns that resonate.
Speaking on the new offers of the platform, Adam Pattison, vice president for the Americas and EMEA at BBM Messenger, said, “BBM offers a wide range of opportunities for brands to reach an active youth segment – via Bots, the BBM Messenger API, and various media advertising options, which attract some of the highest engagement rates in the market.”
BBM Messenger is one of the largest mobile messaging applications. Established since 2005, BBM has evolved from a pure messaging application for text and video communication to a social ecosystem unifying chat, social, commerce, content and services including bill payment, top-up, coupons, games, comics, news, video, music, shopping, travel, career, sports, transportation and polls.
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