Promasidor Media Account May Go On Toss

Feelers emanating from the integrated marketing communications sector have revealed that the multi-million naira Promasidor media account may be thrown open for a competitive pitch early 2016.

Promasidor, a leading dairy manufacturing giant is said to be poised for a review of the media business which has been warehoused by Media Reach, a top player in media marketing for almost a decade.

Though no specific date has been appointed for the impending media contest, impeccable media sources however hinted MARKETING EDGE that the top media agencies in the country are already perfecting their strategies, in the event the dairy company shortlists them for the exercise.

The company’s planned agency review is coming on the heels of the arrival of Arla Food, makers of Dano milk, which recently entered the Nigerian dairy product market with a view to creating an upset.

Promasidor which boasts of multiple brands in its product portfolio is one of the biggest media spenders in Nigeria, with a total billing amounting to N10billion annually.

Effort to get any top official of Promasidor to confirm this story proved abortive as at press time, but MARKETING EDGE can authoritatively confirm that names of shortlisted agencies for the pitch may be unveiled later in January for necessary briefing.

Founded in 1979 Promasidor is a multi-local food manufacturer that has its roots across the African continent. It is the first company in Africa to introduce quality milk powder in small sachets and this has made a lot of difference in Africa and boosted their market share in the continent.

Promasidor was also the first to successfully introduce the concept of “three-in-one” chocolate drinks to Africa, a blend of chocolate, milk and sugar. The company has committed to continue to pioneer the development of milk powder suited to the specific needs of the African market.

Promasidor is also the proud owner of two other leading milk powder brands, Loya and Miksi. Other brands on the stable of the FMCG company are Onga, Top Tea, Drink O Pop, Amila, Kremela Creamer, Sossi, Proya, Yumvita, Sunvita, etc.


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