PR shops making waves in the first quarter
Agency ratings are often prone to controversies, but the mostly agreed measures for rating a top agency is the worth of its clientele and business activities and volumes which ultimately determine industry leadership and relevance.
The business environment has not been easy to navigate given the economic realities of the country; yet, some public relations agencies have been able to prove their mettle by displaying efficiency and maintaining their relevance.
Consequently, while many agencies can be said to still be in the booting mode, these agencies have hit the ground running in the first few weeks of 2017. In no particular order, below are top five PR agencies that have maintained and added more businesses in the Nigerian information management space against the odds:
Red Media Africa: In the ever dynamic world of the 21st century, brands require innovative thinking and agencies that can deliver help deliver their message to consumers in their different comfort zones. Led by Chude Jideonwo and Debola Williams, two men once named by Forbes among Africa’s 30 best entrepreneurs under 30, Red Media possess the skill sets required for the modern communication world.
A testament of this was how Statecraft Inc, Red Media’s governance communication arm, led a digital communication drive for the Muhammadu Buhari campaign in 2015. The effectiveness it achieved with the change mantra resulted into a business opportunity in neighbouring Ghana in 2016, where it handled the presidential campaign of the current Ghanaian president, Nana Akufo-Addo.
The agency also handled campaigns for organisations like BlackBerry, First Bank, Access Bank, Etisalat and Government support like the Rivers State, Ekiti State, amongst others. While many agencies are yet to find their bearing in the 2017 calendar year, Red Media is already set to work. The agency has been preoccupied by the celebration activities of Union Bank @ 100 and has effectively combined the task with the image management of the facebook brand in the Nigerian market. With brands like Microsoft, Oando, and Shell also on its clientele, Red Media is an undisputable force in the Nigerian public relations space.
The Quadrant Company: Believed by many as the biggest masquerade of the Nigerian PR industry, TQC, holds an enviable clientele befitting of an octopus. Combining multinational accounts such as Procter & Gamble, Google, Intel, CNN, Lafarge and Coca-Cola is no easy task, but this is a responsibility the agency has been able to deliver on in recent years.
Given its portfolio, the multiple award winning agency led by Bolaji Okusaga has been up and doing since the beginning of the year. And with continuous support from the global connection of the TROYKA Group, TQC looks certain to remain in the elite league for years to come.
CMC Connect Burson-Marsteller: With over 20 years experience in the Nigerian public relations industry, Yomi Badejo-Okusanya’s agency has remained a force to reckon with. While many complained of a torrid 2016, CMC Connect won two additional accounts within the year.
First was the PR business for FBNQuest Limited, the Investment Banking and Asset Management business of FBN Holdings Plc. As the year ran out, it added the PR account of Nigerian integrated steel manufacturing giant, Premium Steel & Mines Limited (PSML), a major player in the sub-Saharan African steel industry. In addition, the agency has been performing on its multimillion Naira Airtel account and has also been at the forefront of the campaign for improved result evaluation method for the industry.
XLR8: Founded on September 15, 2004, XLR8 has proved to be a leading PR agency in Nigeria. Led by former MTN big shot, Calixtus Okoruwa, the agency has helped several firms accelerate the attainment of their brand goals through strategic communications solutions.
XL8 operates in a mix of industry sectors that span ICT, financial services, FMCG, broadcasting, entertainment and advertising. This versatility has hugely been of help to the agency. It’s barely three months into the year, yet it has been a busy few weeks at the agency. Saddled with the responsibility of managing the image of the Big Brother Naija brand currently being held in South Africa, the agency has ensured the teaming audience is abreast of developments within the house. The agency has also been at work with its multinational client, British American Tobacco.
Known for its professionalism, XLR8 has done professional awareness jobs for renowned brands like Samsung Galaxy S6 Edge and Africa Magic Viewers’ Choice Awards. Last year, it also won the right to work on content development and management for telecoms giant, MTN. With a rich portfolio comprising of other multinational brands such as MultiChoice, Guinness, and Stanbic IBTC, XLR8 surely occupies a notable space in the Nigerian public relations elite league.
TPT International: Led by its charismatic Chairman, Tokunbo Modupe, TPT International has been a major player in the Nigerian Public relations industry for years.
The agency is no doubt among the elites as it boast of a clientele that speaks of its competence, relevance and clout. TPT manages the image of a major Nigerian brand, NBL, a company renowned for its long chain of brands. The agency through its expertise has also been able to combine the corporate responsibility with the Goldberg brand which it has been able to manage extremely well. Combined with this is the account of another big corporate name, Promasidor.
At TPT’s disposal are two household names that any PR agency will love to manage. If managing the image of big corporate brands is a yardstick for measuring an agency’s status and relevance, TPT surely measures far above average.
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