Major highlights in IMC market in 2023
To be specific, year 2023 cannot be said to be a completely bad year after all. More specifically, some agencies, brands, companies, media platforms, individuals witnessed commensurate growth and profit compared to 2022, two years previously after the global pandemic that wreaked havoc across the world and across industries and businesses.
The year in review was an election year in Nigeria when companies slowed down on spending decision because of the fear of policy changes that may result from a possible change of government and the fear of reversals of regulations by regulatory bodies. But despite all of these, some businesses managed to make remarkable turn- arounds.
There were lots of predictions about how the economy would turn out for the year 2023 from global and local practitioners and individuals from different business sectors. Many had even said recession and inflation would be on the high during the year because of some obvious factors like the Russia-Ukraine war. But brands, media platforms and agencies defied the odds to record remarkable achievements in 2023.
Taking a look at the major events that happened in Integrated Marketing Communication space from the beginning of 2023 till date, here are the major highlights of the year.
Appointments
The Board of Directors of mediaReach OMD Nigeria officially named Mr. Stephen Onaivi as the Managing Director of the leading media investment and management agency.
The Central Bank of Nigeria (CBN) also designated Mrs. Hakama Sidi Ali, a seasoned Public Relations professional and recognized member of the Nigeria Institute of Public Relations (NIPR), as its Acting Director of Corporate Communications.
Godrej Group, the globally acclaimed conglomerate known for its diverse portfolio of consumer goods, real estate, appliances, agriculture, and more, announced the appointment of Kayode Oladapo as its new Chief Executive Officer (CEO) for West Africa.
Femi Soneye was also appointed by the Nigerian National Petroleum Company Limited (NNPCL) as the new Chief Corporate Communication Officer.
Jane Nkechi Egerton-Idehen got appointed as the MD/CEO of Nigeria Communications Satellite Ltd (NIGCOMSAT).
The British American Tobacco Nigeria also appointed Kikelomo Fisayo-Okusanya as the Marketing Deployment Director for the West and Central Africa Cluster.
Google during the period appointed Alex Okosi as the Managing Director for Google in Africa.
Chain Reactions Africa similarly appointed Nkiru Oguadinma as an executive director.
Awards
Edge Awards
MARKETING EDGE, Nigeria’s foremost brand-centric publication, strategically positioned to promote the brand idea, unveils its 20th Anniversary, and announces the industry-wide 2023 NATIONAL MARKETING SUMMIT and MARKETING EDGE BRANDS & ADVERTISING EXCELLENCE AWARDS.
Its 2023 event was dubbed the EDGE Awards, an initiative of MARKETING EDGE to recognize outstanding achievement across the nation’s integrated marketing communications spectrum.
LOMA
Nigerian Out-of-Home advertising industry space, held its inaugural edition of the Location Marketing Awards (LOMA) and summit. LOMA primary objective is to recognize and honor outstanding individuals and OOH companies that have contributed significantly to the industry’s growth year after year.
MIPAN
Media Independent Practitioners Association of Nigeria’s (MIPAN’s) second edition of President’s Dinner and awards. The association awards Awards Outstanding Media Organization of the Year- DSTV, Agency of the Year- MediaReachOMD, Outstanding Media Personality award (Ronan Redmond, CEO TVC, Legacy award (Posthumous) Tolulope Ogunkoya, Ex President MIPAN 2008-2015. Certificate of Recognition was given to South African Tourism, Netflix, KC Gaming, Mondelez International, Coca-Cola and Eat’n’Go.
ADVAN
The Advertisers Association of Nigeria (ADVAN) held its prestigious iconic Awards for Marketing Excellence in grand style. The glamorous event was an unforgettable one for several A-list brands, industry titans, and brand trendsetters emerged winners of the most coveted ADVAN awards.
EXMAN
Experiential Marketers Association of Nigeria (EXMAN) Dinner and awards that availed the association the opportunity to recognize and appreciate immense contribution of its members towards the growth of the industry for over 10 years by showering them with accolades and Awards in different categories.
LAIF
The 2023 Lagos Advertising & Ideas Festival (LAIF) with theme “LAIF HAPPENED” recognition of some of the exceptional projects executed in the coverage period by different agencies in the creative space.
NIPR
The Lagos State Chapter of the Nigerian Institute of Public Relations (NIPR), a leading and most populated branch of the Institute in the country, held its eighth edition of the Lagos Public Relations Industry Gala and Award (LaPRIGA).
X3M Ideas, the prominent Nigerian advertising agency, achieved a monumental feat by securing Nigeria’s first-ever victory at the renowned Cannes Lions International Festival of Creativity.
Product Launch
Flour Mills Nigeria (FMN) PLC and the Golden Penny brand unveiled a new Golden Penny Mayonnaise to create emotional value and deepen market connection with consumers. The newly unveiled product category known as “Golden Penny Mayonnaise”, has a premium quality that adds to the company’s brand portfolio.
Golden Penny’s Chocolate Spread with Cocoa and Mayonnaise: This unique blend signifies an innovative approach, targeting consumers with a taste for unconventional combinations.
Peak Milk recently launched a budget-friendly size of its dairy brand, the new Peak “Mini” Evap pack. This decision is a calculated reaction to the financial realities that many households are facing, as well as evidence of their dedication to client satisfaction. These pocket-friendly, convenient packs are designed to make the goodness of Peak Evaporated milk accessible to all Nigerians, irrespective of their social class.
Nestlé Professional unveiled a new 100g pack size of MAGGI Signature Jollof Seasoning Powder, a convenient and affordable option for out of home users including restaurants, bukas and hotels. With its attractive packaging and unique flavors, the seasoning in the new pack size responds to current preferences for simplicity and efficiency to help customers create the one-pot meals more consumers prefer today. The introduction of an affordable, convenient 100g pack size is therefore a significant addition to Nestlé Professional Nigeria’s portfolio.
Peak Milk leverages the “Life Evolves, So Has Pap” campaign to promote its new product, Peak Milky Pap. The campaign was launched in November 2023 to highlight the evolution of pap, a traditional Nigerian food and the introduction of Peak Milky Pap as a convenient and nutritious way to enjoy it.
Industry events
National Advertising Conference organized by the apex regulatory body of the advertising industry in Nigeria, Advertising Regulatory Council of Nigeria (ARCON) held in Abuja. The 3days conference was with the theme: “Marketing Communication as an enabler for National Growth.” The primary goal of the annual advertising conference is to repositioning the Nigeria advertising industry as well as generate great ideas that will inspire and transform to a great nation.
Nigeria’s foremost marketing and advertising magazine, MARKETING EDGE held its iconic Quarterly Virtual Summit on 18th December 2023. The virtual event feature top industry thought leaders. The theme of the summit was: “IMC Trends to Watch Out for in 2024”. It was said to have been carefully selected to create a pro-active roadmap for industry players and gladiators. Global thought leaders in the Integrated Marketing Communications industry among other experts are already lined up to speak at the summit.
Endeavor Nigeria’s annual “Catalysing Conversations” summit, held at the Balmoral Convention Center in Lagos on Tuesday, 28th November 2023. The summit, themed “Reimagine Growth,” provided a platform for innovators and business leaders to explore strategies for navigating economic downturns with resilience and creativity.
Africa Social Impact Summit with the theme: “Global Vision, Local Action: Repositioning the African Development Ecosystem for Sustainable Outcomes”, was aimed at bringing together influential leaders, policy makers, entrepreneurs, and change makers from across the continent to discuss and explore innovative strategies and solutions for a prosperous economic future in Africa. The summit focused on driving social impact and economic transformation, create a platform for dialogue, collaboration, and knowledge exchange.
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