P+ Measurement signs affiliation agreement with East Africa’s biggest Media Monitoring agency
Nigeria’s frontline measurement agency, P+ Measurement services has entered into a strategic partnership with Reelforge Media monitoring, one of Africa’s fast growing media monitoring agencies covering more than 5 countries across East Africa.
The partnership is designed to foster partnerships and address the ever-increasing demand for a comprehensive media monitoring and measurement service to brands in the African market, P+ said.
Under the agreement, P+ Measurement services will handle Reelforge’s client media monitoring and measurement briefs in Nigeria and Ghana markets while Reelforge will provide Media Monitoring services to P+ Measurement’s clients in East Africa (Kenya, Uganda, Tanzania, and Somalia).
This partnership is coming at a time when clients, especially in Nigeria are beginning to demands more from their PR agencies, especially in the areas of measurement and evaluation, which hitherto was almost non-existent. Observers are of the view that with a proper measurement and evaluation framework in place, PR operators can be able to convince clients on the impact of their campaigns and also justify their need for upward review of budget.
Speaking about the partnership after signing the MoU on January 7, 2017, Lead Consultant P+ measurement services Nigeria, Philip Odiakose said the partnership aims to address the increasing demands for Media monitoring and PR measurement services by clients across Africa.
He added that with Reelforge’s transnational network and P+’s know-how, stakeholders in government agencies and the private sector will benefit from a unique media monitoring, PR measurement and intelligence service experience.
“The media monitoring and measurement market offers huge potentials to stakeholders who are willing to collaborate. Synergy between brands should be seen as an avenue for growth and it should be open to all sectors, not only media monitoring. We expect an industry in the next few years where stakeholders across public relations, advertising, communications measurement and all spheres of marketing communications are open to collaborations”, he stated.
Also speaking about the partnership, Managing Director Reelforge, Sammy Lusiola said. “This collaboration combines the competitive advantage of two storied names in the media monitoring and measurement ecosystem; with Reelforge’s reach and P+’s depth of knowledge in the West African market. We are delighted to partner with P+ to provide Africa with the highest-quality, most-scalable, and end-to-end media monitoring and measurement services.”
Over the past one year, Nigeria’s fast growing media intelligence and measurement agency P+ Measurement has undergone a media monitoring and PR measurement literacy campaign for brands and government agencies in a bid to standardize a procedure that enables stakeholders to understand that implementing the right media monitoring and measurement campaign will help companies get a clearer understanding of consumer habits and sentiment toward brand products and services. Brands will be able to maximize their reputation and capture hidden brand messages if they pay attention to the evidence and details received from well executed media monitoring campaigns.
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