Major highlights that shaped 2024 in MARCOM industry
By Abimbola Mohammed
As the curtain closes on 2024, Nigerian businesses are breathing a collective sigh of relief. Despite navigating treacherous economic waters – from soaring inflation to unpredictable foreign exchange rates – companies proved their mettle by adapting, innovating, and thriving.
To be specific, the year 2024 cannot be said to be a completely bad year after all. More specifically, some agencies, brands, companies, media platforms, and individuals witnessed commensurate growth and profit compared to 2023, a year after uncertainty of general elections in Nigeria.
In 2023 many companies slowed down on spending decisions 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, and 2024 is a year of rediscovery and triumph for Nigeria’s MARCOM industry.
Taking a look at the major events that happened in Integrated Marketing Communication space from the beginning of 2024 till date, here are the major highlights that shaped this remarkable year.
Appointments
Restructuring and revamping was seen across the Integrated Marketing Communication Industry (IMC) as brands, agencies and other businesses strategically appointed and created new roles in a bid to drive innovative growth in 2024.
Heirs Holdings has appointed Foluso Adeyemi as its new brand, marketing, and corporate communications manager and Avon HMO, a subsidiary of Heirs Holdings, appointed Osa Imasogie as its new Chief Executive Officer.
Sherif Lanre Akinpelu, a renowned Strategist in Nigerian Integrated Marketing Communications Industry has been appointed as Senior Marketing Manager, Marketing Service for West Africa for Visa company.
Insight Redefini, one of the topmost creative agencies in Africa, welcomed Babatunde Shobanjo, as the Group General Manager/ Group Chief Operating Officer for the group.
Publicis Groupe appointed Muyiwa Aleshinloye as the Head of Publicis Media, CWAR marking a significant leadership change within the company’s media division.
Yinka Bakare appointed as the new Marketing and Innovation Director of Guinness Nigeria Plc.
President Bola Ahmed Tinubu, appointed renowned Marketing Communications professional and founder of Sodium Group, Dr. Abisoye Fagade as the new Director General, National Institute for Hospitality and Tourism.
MTN Nigeria has appointed Yahaya Ibrahim as its Chief Technical Officer (CTO) and Onyinye Ikenna-Emeka as Chief Marketing Officer (CMO).
Insight Publicis, a prominent creative force in Africa, also officially appointed Dolapo Ogunbambo, a distinguished figure in marketing communications and innovation consultancy, as its Chief Operating Officer.
Leo Burnett Lagos, member of West-Africa’s largest integrated marketing group, Insight Redefini appoints Oluwaseyi Layade to the esteemed position of Chief Operating Officer.
Adewale Arikawe was promoted to the position of Managing Director, Sub-Saharan Africa at Royal FrieslandCampina
Account movements
In 2024, LSF PR lost the Public Relations brief of the Nigerian Bottling Company (NBC) to Indigo PR, one of the most successful agencies in Nigeria. The agency also participated and won the pitch called by Lafarge Africa Plc.
With the two briefs and others within its portfolio, Indigo thus consolidated its position as a leading PR Agency in Nigeria as the company continues attracting major businesses.
MTN Group appointed M&C Saatchi Abel and SO&U a pan-African marketing services firm, as its new marketing services partner across all MTN Group operating companies.
Airtel Nigeria shifted its creative business to The Hook and Insight Publicis, marking a significant change in its marketing strategy. This move entrusts these agencies with the task of either continuing the legacy established by Noah’s Ark Communications or steering the brand in a new direction.
MARCOM Industry Awards
EDGE AWARDS
The Balmoral Hotel’s grand ballroom was bathed in glamour and sophistication as the MARKETING EDGE Awards 2024 unfolded, casting a spell of excitement and anticipation over a distinguished gathering of Nigeria’s marketing, advertising and public relations elites.
The enchanting evening featuring exciting and cheerful faces of the crème de la crème of the society and captains of industries, who converged for the great event, radiated poise and elegance in a thrilling ambience.
The atmosphere was aglow with expectations of a rewarding night as industry leaders, professionals, and brands came together to celebrate outstanding achievements and innovative excellence beyond borders put together by MARKETING EDGE Magazine, the iconic brand journalism publication.
LAIF AWARDS
It was a night of glitz, glamour, and splendor in Lagos for the bigwigs in the Integrated Marketing Communications (IMC) industry, particularly the creative ecosystem, at the concluded Lagos Advertising & Idea Festival (LAIF) with the theme: “STAYING A’LAIF” for creativity.
The glamorous 19th edition festival and gala night were held at the Hall Event Center in VI, Lagos, and was well-attended by MARCOM stakeholders, well-wishers, friends, and pressmen.
LaPRIGA
With elegance and prestige, the Muson Center Onikan Lagos played host to the crème de la crème of the Public Relations Industry in Nigeria, including brands, marketers, and guests, at the 9th edition of the Lagos Public Relations Industry Gala and Award (LaPRIGA) on December 13, 2024.
This unique gala and award night, themed “The Shining Stars,” aimed to celebrate and recognize the excellent work and efforts of individuals who have contributed significantly to the practice of Public Relations in Nigeria.
LOMA
The second edition of Location Marketing Awards (LOMA) and the Out of Home Advertising Conference and Exposition (OOHACE) 2024 with The theme: Unlocking the Power of OOH Advertising in building Nigeria’s Entertainment Industry.
LOMA awards recognize outstanding achievements in location-based marketing and out-of-home (OOH) advertising. This year’s event brings together industry leaders, innovators, and visionaries to celebrate excellence, creativity, and the impactful use of location-based marketing strategies and technologies.
The Nestlé Nigeria Media Awards was created to reward professionalism, excellence, and quality storytelling around seven selected sustainability-focused areas comprising – Affordable Nutrition, Environmental Sustainability, Youth Empowerment, Women Empowerment, Engendering Thriving Communities, Agriculture, and Photojournalism.
Nestlé Media Awards
The Nestlé Nigeria Media Awards also provide a platform for highlighting the expertise and dedication of journalists focused on nutrition, building thriving communities, and protecting the planet, across various platforms. This year’s edition was even more remarkable, as it continues to honour those who have demonstrated outstanding skills in investigative journalism, feature writing, and other categories.
Product Launch/Re-launch
The Hook, Lagos based creative launch of a new entertainment-focused subsidiary, HookEnt
ADVAN
The Advertising Association of Nigeria (ADVAN) hosted its inaugural Partners Innovation Day in Lagos, focusing on connecting, innovating, and elevating the industry.
First Bank, the trailblazing institution that has been shaping the Nigerian financial market while defining the future of banking in Nigeria for 130 remarkable years, has again made headlines with the unveiling of a new Corporate campaign titled “The Giant in You”.
The campaign , according to the foremost Bank, is a call to action to ignite the spark within, empowering customers, employees, and stakeholders to tap into their dream and awaken the giant within.
Seaman’s Schnapps
Seaman’s Schnapps, Nigeria’s original number one prayer drink, has relaunched with a fresh modern look to attract a younger audience while retaining its loyal customer base. The rebranding emphasized the brand’s commitment to quality and innovation. It also highlighted that the rebrand aims to combat counterfeiting and strengthen consumer confidence, while continuing to honor the brand’s rich cultural heritage.
MIKANO Motors
MIKANO International, in partnership with global dealer Changan, celebrated a night of automotive excellence by unveiling the X7 Plus and CS95 SUVs. The event showcased MIKANO’s commitment to the automotive industry, with both vehicles promising innovation, style, and performance.
Samsung
Samsung Electronics has launched the Galaxy A06, the latest addition to the Galaxy A series. Designed to offer premium features at an affordable price, the Galaxy A06 provides durability, security, and functionality. With the tagline “Galaxy Wey Sabi,” it promises an exceptional experience for entry-level smartphone users, blending cutting-edge technology with sleek design.
mediaReach OMD
mediaReach OMD unveiled The Red Room, a hub for transformative discussions on marketing and communication trends. The Red Room theme, “Discussing The Shifts in Marketing and Communication,” addressed emerging trends and the smart application of technology in the industry.
Other events
MARKETING EDGE, Nigeria’s leading brand-focused media platform, fulfilled the industry’s collective longing by hosting the most-anticipated, most-talked-about celebration of the year. The 80 years birthday of Dr. Biodun Olushina Oshobanjo at Muson Centre Lagos.
The air was filled with celebration as the THISDAY Alumni Association , during its virtual End of the Year party , presented its coveted Most Unassuming Award to the Publisher and CEO of MARKETING EDGE,Mr. John Ajayi recognizing his outstanding contributions to journalism and media.
Abimbola Mohammed
Abimbola Mohammed, a multi-talented brand journalist, has been honored as the Public Relations Journalist of the Year at the 9th edition of the prestigious Lagos Public Relations Industry Gala and Award (LaPRIGA) 2024, for upholding the highest professional standard in journalism and in-depth public relations editorial content.
BJAN
The Brand Journalists’ Association of Nigeria (BJAN) recently hosted its 12th Annual Brands and Marketing Conference in Lagos, focusing on the theme “Rebuilding Consumer Confidence: Addressing Policy Impact and Market Realities.” The event provided a platform for marketing and communications experts to tackle the growing issue of eroding consumer trust and explore strategies to restore confidence in Nigeria’s rapidly changing business environment.
X3M Ideas,
X3M Ideas, one of the leading advertising agencies in Nigeria, concluded the second phase of its X3M Tech CSR initiative with Murtala Ajadi Animashaun Community Senior Grammar School in Surulere, Lagos.
The X3M Tech initiative is designed to empower young minds with essential tools, knowledge, and cutting-edge technological skills required to thrive in the rapidly evolving digital landscape.
SO&U
In a remarkable display of compassion and corporate responsibility, S0&U Group has once again brought hope and joy to its host communities through the 7th edition of its annual Give Love Initiative. Themed “We Are Stronger Together,” this year’s program came at a critical time, underscoring the importance of unity and collective strength amidst economic challenges.
OAAN
It was a day of glitz, glamour and splendour as bigwigs in the Integrated Marketing Communication (IMC) ecosystem and numerous guests turned out in their numbers to honour one of Nigeria’s foremost advertising practitioners and a doyen of the glamorous profession, Dr. Abiodun Olushina Shobanjo. The Chairman of Troyka Group was conferred with a legend of advertising at an event hosted by the Out-Of-Home Advertising Association of Nigeria (OAAN).
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