Fiona Uwagwu lays out Ogilvy’s business agenda for Nigeria
When Ogilvy offered Fiona Uwagwu, a chance to head its operations in Nigeria, she grabbed it with both hands. Born in in the UK to Nigerian parents, it was an opportunity she had long coveted; not just for the challenge and career prospect it offered, but it felt more like a home coming. It was a chance for her to bring her expertise and global experience home.
Uwagwu is a marketing/advertising professional with over 15 years experience working at some of the biggest agencies in the UK including Saatchi’s, Grey London, TBWA and then Ogilvy. Her client portfolio includes clients from most sectors including Airlines (British Airways), Finance/Banking (American Express, Barclaycard, NatWest and Morgan Stanley), FMCGs (Nestle, and Mars), Automotive (MG Rover and Kia) and luxury brands and charities.
Until her recent redeployment to Nigeria, she was Managing Partner at Ogilvy One Worldwide in Nairobi and she is leading the charge here in Nigeria with a view to making Ogilvy as successful in Nigeria as it is in Kenya and South Africa.
Have you ever worked in Nigeria before now?
No I haven’t. But, I may have been born in the UK but I am very much a Nigerian. I was raised by Nigerian parents and my dad used to work here for several years. I have been back and forth in the last several years. In 2003, I came for a friend’s wedding as an adult. I love Nigeria so much that when I went back, I said to my dad that I wanted to go back and work in Nigeria. So, I always wanted to work in global companies that had a strong footprint across the continent and especially Nigeria.
How long have you worked with Ogilvy?
It will be seven years.
Having been born in the UK and not very used to the nuances and culture here in Nigeria, do you think you are very prepared for the challenges in terms of making campaigns that resonate with the local consumers?
Make no mistake about it. I am Nigerian. Don’t be fooled by my English accent. My mom used to tell us when we were in the UK that as soon as we got home from school, that we had cross into the Federal Republic of Nigeria. My parents raised us as Nigerians. This is me making a choice that I needed to come back and bring the expertise I have to work in Nigeria the way Nigerians do. Even when I was in Kenya, my colleagues used to say I behaved so Nigerian; because I am a Nigerian.
How much of the Nigerian marketing communications environment do you know?
There is a lot I am getting to know. But our main focus as Ogilvy is to bring the governance and good practice that we have globally and implement it in a way that makes sense to the way this market evolves. This isn’t about us coming in and saying this is how we do it elsewhere and this is what we are going to do here. The key thing we have to understand is how does it work here? What makes sense must be practiced and what gives us the best for the clients that we are serving. So what I am bringing is my governance and the rigour and training. But essentially, what I am still coming to do here is to learn how this market operates and implement that knowledge in the contest of this market.
How would you compare the advertising being done in Nigeria with what is obtainable elsewhere in Africa and beyond?
It doesn’t matter which country you go, you’ll always see difference. I know how it’s done in Kenya and here in Nigeria I can see how it’s done. There is so much innovation and creativity in Nigeria. To my mind it’s about bringing what I have learnt and adding to that.
What are you short and long term goals?
Short term goal is to just get settled here and get a strong team. My long term goal is to make the advertising industry in Nigeria known globally. What we do here is off the chart. But when you go to Europe and America, they don’t really know about what goes on here. I’d love the opportunity to actually flip that script and bring the creativity in Nigeria to global platform.
Have you met any Nigeria creatives and how did they come across to you?
Yes I met a few who have inspired me mentally. But the more time I am here the more I will get to know the people.
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