Nigeria agencies are technology savvy- experts
By Abimbola Mohammed
Technology adoption has been on the rise in recent years in the global marketing communications ecosystem and Nigerian agencies are abreast of the trend development. This was the view of experts in the Nigerian marketing communications industry in Nigeria who responded to the MARKETING EDGE poll on technology adoption by Nigerian agencies.
Oludare Ajao, Group Head, Finance & Admin, SBI Media Stagwell is of the view that the integrated marketing communication industry in Nigeria is driven by transformation.
His words: “The marketing communications industry has never been slow. As a matter of fact, it is the industry that has been driving the adoption for clients, brands, and businesses as well as developing internal capacities and competencies for team members to retool and get optimised for the changing market. At SBI Media Stagwell, we have been at the forefront of pushing digital transformation across the value chain.”
On his part, Seyi Iwayemi, Senior Group Head/ Project Director, Channels Management, Maximedia Global Communications Ltd., disagreed with the impression that technology adoption by agencies is low. Said: “I will not agree because we are always out to look for new media. When I joined the industry several years ago there was what we called new media even in our slides whenever we were making presentations to clients. We are always on the lookout for new media, always wanting to adopt this for our clients. Although there might be some little setbacks, the Nigerian marketing ecosystem is adapting technology faster than you imagined. We are tuned to anything new that works in our market.”
Speaking in the same vein, Abel Oghumu, Finance Director, Universal McCann, said that Nigerians are generally adaptive to the new reality.
“Human beings generally are not so fast when it comes to changes and looking at the terrain of where we are, clients also want to follow trends but youth are changing things now. Even in some agencies where you have older people in high positions who may not be quick at buying into these changes, the youths are changing things. The digital market is taking a large percentage of the budget, so things are changing and we all as Nigerians are adapting to the change.”
RECOMMENDED ARTICLES
Comment
No comments found.