There are broader shifts shaping the marketing communication sub-sector in Nigeria, and the world at large. In this interview with MARKETING EDGE, Soji Olaogun, Managing Director, Wavemaker, shares what makes his agency tick in terms of innovation, how advancements in AI-driven technology are transforming the agency sub-sector, and why the country needs to invest more in advertising. Excerpts.

Having operated in this sub-sector for a very long time, what is your assessment of its growth?

In my honest opinion the marketing communication sub-sector has not grown as much as it should. When you do an analysis of the GDP to advertising spend across countries, you will realise that Nigeria has a long way to go, even when compared to some African countries.
Investments in marketing communication must increase drastically to help grow the economy as it is one of the ways to stimulate consumption which will, in turn, further grow the economy.

How does your agency, Wavemaker fit into this formidable sector and what are some of the challenges you face?

Wavemaker in Nigeria, just like in other markets, works with a unique philosophy. We believe there is always a better way to grow. So what we try to do is to ask our clients deep, uncomfortable and challenging questions in a bid to provoke growth for them. Most people (and brands) get to a place where they are comfortable. If you must continue to grow, you must never settle. You must keep challenging the norm, keep challenging yourself and that is what we try to do with our clients. As with other agencies, we are affected by the same economic headwinds, drop in investment by brands, the challenge of adequate and reliable data and the dearth of skilled resources. However, we have found ways of mitigating a lot of these issues to give ourselves a competitive advantage in the market.

What ways does your agency stay ahead of industry trends and developments in digital?

Continuous investment in people, tools and processes, staying on the cutting edge of technology and developments, continuous engagement with our global teams in terms of knowledge sharing and challenging ourselves to always find new and innovative ways of applying current tools and processes for the benefit of our clients are some of the ways we have done this.

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How do you ensure that digital teams are aligned with business goals and strategy?

We are one big team in the agency and the integration we have within the component teams ensures that everyone understands the business goals and strategy. So, alignment is automatic. Of course, communication is vital. That is why every new member of the team is properly onboarded and we take time out once a year to sit together at a corporate retreat where the corporate goals and strategy is emphasised for thorough understanding.

What are your favourite digital marketing channels and why?

Different digital marketing channels help deliver different parts of our solutions to clients, so we approach our job dispassionately and without any preconceptions. The focus is always on the business or communications challenge of the clients and how we can best help them resolve such, irrespective of the platforms we may need to leverage.

How do you measure the success of a digital marketing campaign?

From the inception, we diagnose what the challenges are, then we propose solutions based on our expertise. Such solutions are clear and objective as we agree with our clients what has to be done, how, when and what outcomes should follow. Success therefore is very easy to measure because we know what the endpoint should be. If we get to the point and we deliver the agreed KPIs, then we are successful. Otherwise, we know we have not delivered on our commitment. Fortunately, we do not have to wait till the end of campaigns to check for success. We typically would work with our clients to monitor progress and optimise on an ongoing and continuous basis to ensure the right outcomes are delivered.

What’s your experience with SEO and how do you stay up-to-date with the latest trends?

We have a team of experts that handle different areas of the digital solution spectrum, and the teams are in constant touch with our global teams to share ideas, get updates on new technologies and usage which we then localise. We have a ‘Share and re-apply’ sessions where different challenges and solutions from across the globe are discussed which allows teams with similar challenges to adapt and re- purpose such solutions.

Soji Olaogun

How do you approach social media marketing and what platforms do you think are most effective?

Different brands and the different challenges they may be having would require different solutions. Even the same platform would need to be used differently to address different issues. So, effectiveness is relative and would depend of what we are trying to achieve for brands. Our social media marketing activities have helped our clients endear their brands to their target audiences via engagements, information, education and identifying with them during special occasions.

Could you share an example of a successful digital marketing campaign you’ve led and the results you achieved?

Unfortunately, I am unable to do that because our clients’ trust is sacred to us, and we do not share our relations with them and their information without their express permission.

How do you assess your company’s digital maturity and what metrics do you use?

The digital terrain is a very dynamic one. Just when you think you are there, something else is happening. Whether it’s a new platform or an innovative way of using an old one or a trend or something.

So, for us, we never settle. We’re always on the lookout for the next big thing, the next innovative idea, the newest way we can give our clients an advantage. Our assessment and the metrics we use is very simple. Are we provoking growth for our clients? Are we helping them win in the market? Are our clients happy with us?

The success and satisfaction of our clients are our metrics for measuring our success.

What emerging technologies are you most excited about and why?

AI with its implications and applications is a very hot topic right now. It has a broad and seemingly limitless horizon. Is it a force for good or evil? Will it help or hinder the industry? Are we biting more than we can chew? Only time will tell.

As a digital expert, what are some of the preparations your agency has put in place to navigate through data gathering processes in the cookie-less era?

Our parent company, WPP, has a data and tech company called Choreograph (amongst others) which is focused on data and everything related to it for the group’s clients. We also help our client build robust first party databases through some of our campaigns in preparation for the post cookie world.

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As the social media scene in Nigeria undergoes continual changes, do you foresee influencer marketing to assume an increasingly pivotal role in brand strategies this year. I do not only foresee this, but we can also all see it happening already! I, however, think that it is being overdone in the sense that influencer marketing is taking a disproportionate percentage of brand marketing budget. I would attribute this to novelty. As far as I know, influencers cannot build brand equity in the real sense of long-term brand equity building. They can at best have a short-term influence in the life of a brand. I believe the right balance will be attained when the novelty effect runs out.

What are the ethos and principles on which Wavemaker is positioned?

Our ethos includes integrity, world- class solution, best-in-class service delivery, agility and responsiveness amongst others.

How has the agency been able to sustain its unique selling propositions in the course of its business journey?

We are incredibly focused on doing the best for our clients and we allow our work to speak for us.

Can you give us a brief intro into who Soji Olaogun is?

Professional, unassuming, passionate about impacting his world and committed to excellence.