NBL’s Gulder re-unites with Insight Publicis with Star lager beer in tow!

In a dramatic twist and turn, Gulder and STAR lager beer, both premium lager brands in the stable of Nigerian Breweries Plc. have been officially appointed to Insight Publicis following client’s agency review exercise. For Insight Publicis, Gulder is now back home and with the addition of a brand new arrival, Star lager beer.

Impeccable industry sources hinted MARKETING EDGE that Nigerian breweries may have taken this latest step having reviewed the creative impact which Insight Publicis had on the equity of Gulder in the past and the recent success of the Heineken, Stella, Strongbow brands currently residing within the agency.

Indeed, the creative interregnum which Gulder and Star had with JWT South Africa could not be said to have radically impacted their brands ever rising equity and the constant and consistent market challenges in the competitive Nigerian beer market.

While speculations are still rife on the exact reasons Nigerian Breweries withdrew the business from JWT, reports suggest that the brewing giant s could have been greatly impressed by the success of Heineken’s ‘There’s More behind the Star campaign’, by Insight Publicis’. It is the first country-focused campaign by the international premium brand, and it turned out spectacularly well.

MARKETING EDGE gathered that because of the positive outcome of the campaign, Heineken has now adapted it for other markets within Africa. Again, this is the first time the brand is doing such.

These recent wins have brought a greater equity and goodwill for Insight Publicis as both brands are clearly two of the most coveted businesses in the brands communications industry, attracting lucrative annual budgets. More so, it’s a huge plus for the Feyi Olubodun led management, which has been in the saddle for just over one year.

In addition, young and driven Sinmisola Hughes-Obisesan has been elevating the Creative strength since her appointment as Creative Director, bringing youthful zest and creative agility to bear on the entire agency. Her passion is a huge asset to the agency, which has become a creative shop of record within the Publicis Group.

Speaking recently to MARKETING EDGE, the MD, Feyi Olubodun had said the agency has in recent times been inundated with pitch invites and was forced to declare a pitch-free period in order to create time for the servicing of new and existing clients’ brands.

Until about two years ago, Gulder was domiciled with Insight and the agency was credited with creating some of the best campaigns that drove value for the brand. Of note is the Gulder Ultimate Search which the present Creative Director was a key Creative talent on the account for several years, helping to make it not just the first but one of the most successful TV reality shows in Nigeria.

Insight Publicis has already begun to work on the other premium brands in their portfolio. It started with “The one and only” Stella Lager beer campaign which was launched last week, then a successful revamp campaign for Strongbow and from our sources, another roaring beer brand to come.


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