Frank LeBris, MD, Nigerite PLC

Nigerite Appoints Noah’s Ark for Advertising Brief

…As agency hauls new businesses

Nigeria’s leading building component solutions company, Nigerite has appointed Noah’s Ark to lead its creative charge for the next one year as the company repositions to consolidate its market leadership in Nigeria.

Nigerite’s pitch panel settled for Noah’s Ark after a rigorous contest that involved several other leading advertising agencies in Nigeria. The Lanre Adisa led agency was said to have displayed superior creative judgment and exciting presentation skills. They were also able to innovatively interprete the marketing strategies of the 56 year old company.

The decision by Nigerite to call for a review of its creative account is part of on-going efforts by the company to reinforce its market leadership in the face of a critical national economic climate that has had an adverse effect on many brands, and also build equity, especially for some of its new products.

Nigerite’s creative business which comes as a major business boost to Noah’s Ark is on the other hand an epic challenge to the eight year old agency to prove its creative mettle in the built industry which has a huge opportunity for growth, especially as President Muhammadu Buhari government has shown commitment to investing more government resources in capital projects and also pay up huge backlogs owed to contractors, most of whom belong in the construction industry.

With the Nigerite account now in its kitty, Noah’s Ark reputation in the competitive Nigerian creative world will receive an added equity growth considering the fact that Nigerite is undoubtedly one of Nigeria’s most iconic brands, which has been very well positioned to play a major role in Nigeria’s infrastructural growth plan.

The agency has also at the same time hauled major new accounts, as it was named the winner of the pitch called by AIICO Insurance, a market leader in the insurance sector. This pair of victory is coming just a couple of months after Noah’s Ark won the advertising accounts of Society for Family Health and Pfizer.

Lekan Lawal, Strategic Director of the Maryland based agency told MARKETING EDGE that the decision to pitch for Nigerite’s account was a strategic move by the company as it sought to have a port-pourri of brands portfolio, which stretches into various sectors of the economy and provide a fusion of brands experiences for the agency.

“We needed to break away from the stereotype of being labelled an FMCG agency, because we believe that we can do much more,” Lawal said.

He noted that it was the same motivation that informed Noah’s Ark’s decision to launch out into the insurance sector with the AIICO account, adding that the contest for both brands were rigorous and exciting.

Both Nigerite and AIICO accounts are on a yearly retainership. When prodded further on the financial details of the new accounts, Lawal refused to bulge. “I cannot however, provide details as they are still sketchy,” he said.

Some other brand advertising accounts on Noah’s Ark’s portfolio are UAC, Gala, Airtel, Indomie, and Three Crown Milk. The agency is also the creative force behind the impressive social advocacy project called Boko Halal creative that wowed the industry recently.

Recalled that Noah’s Ark was the most outstanding agency at the last LAIF Award where it emerged top by taking home the coveted Grand Prix trophy. The agency has in recent past won several gold awards and other creative laurels locally and internationally.