Media advertising review of top companies gross N50 billion in 2021
Feelers emanating from the Nigerian Marketing and advertising eco-system have revealed that major pitch reviews carried out for top multinationals and brands may have grossed over fifty billion naira in 2021.
Indications to this effect emerged after a comprehensive industry review and market intelligence report by MARKETING EDGE, a leading publication focusing on the business of brand management and the management of brand business.
According to the report, MTN’s multi-billion business believed to be worth over ten billion naira was bided by leading agencies last year but finally decided in favour of WPP local affiliate agencies in Nigeria. In the exercise, PHD media, a leading media group in Nigeria got the entire media business while the creative was split on a 60-40 ratio between DBB Lagos and TBWA Concept unit and Yellow Brick with DBB clinching a large chunk of 60 percent of the creative business.
Similarly, the movement of the entire media and brand advertising business of Guinness Nigeria exited Media Fuse Dentsu International to land at Media Reach after a highly competitive pitch. The Guinness advertising business worth five billion naira elicited excitement amongst participating agencies during the pitch exercise.
Similarly, the Coca-Cola media advertising business exited former handlers, Media Fuse Dentsu International and was grabbed by Algorithm Media after a competitive global pitch review involving the top five global agency groups. Other major businesses won through review and account re-alignment during the period under our review by Algorithm media are: Netflix, Total Nigeria Plc, Google and DHI.
There are some major multi-national brands that have concluded their media advertising review but are yet to finalize on the commercial aspect, thus making the review exercise a work-in-progress. This is also coming against the backdrop of the fact that some major brands are still putting on hold their accounts review. It was authoritatively gathered that SBI media, a leading and perhaps one of the fastest growing agency groups in Nigeria, has been changing the narrative in the Nigerian marketing and advertising eco-system by winning juicy multi-national businesses within the period under review. The agency got final confirmation on warehousing Etisalat account after some keenly competitive pitches involving some agencies in the twilight of year 2020. Other businesses won by SBI last year are Binance Africa and some other financial brands and some mobile phones like Tecno, Infinix and Itel. The agency also works for Transsion Holdings and several others.
The Steve Babaeko led X3M Ideas retained GLO business, Accion Microfinance. The agency works on creatives for Peak Milk, Lacasera, Royal Exchange Insurance and some other major brands. The agency still has in its kitty the multi-business of MultiChoice.
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