N3billion Friesland Campina Wamco Media account on toss
Feelers emanating from the Nigerian media advertising sector have revealed that the over three-billion-naira media advertising account of Friesland Campina Wamco is up for grabs. Authoritative industry source exclusively hinted MARKETING EDGE ON TV early December that no fewer than five top notch media shops in the country were shortlisted and had their credentials screened.
Also invited for the pitch review is the incumbent roller-coaster agency, Algorithm, an affiliate of Ogilvy network which has handled the juicy jumbo media brief almost two years now. Invited for the media contest are PHD Media, Media Perspectives, Red Star and Initiative Media.
Impeccable sources hinted that the agencies have made about two appearances before the client in a series of screening exercises that will precede final selection hopefully this month as the prospective winner is believed to be the one that will kick-start its media campaigns in earnest next year.
It was gathered that the leading dairy company resolved to call for the pitch after an audit of the current agency handler in terms of return on investments. There are very strong indications that the company have been demanding more in terms of value on its investments. Though Algorithm Ogilvy has been on top of its trade since it won the account years ago, but a source within the dairy company told MARKETING EDGE authoritatively that “Friesland Campina Wamco is always asking for more because of the stakeholders interest. The pitch is said to have caused some panics and ripples in the sector hitherto believed to have fewer big spenders.
The Friesland Campina Wamco account is obviously one of the most enviable dairy businesses in Nigeria. The company’s media brief had in recent times moved from Carat Media Fuse Aegis Dentsu Network to Algorithm, some other agencies that have worked on the company’s media account are Initiative Media, Media Perspective, SO & U and Carat.
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