The Hook, Insight Publicis win Airtel Nigeria’s account while media goes to Algorithm 

By Ibidunni Banjoko

Airtel Nigeria, a leading telecommunications company, has shifted its creative business to The Hook and Insight Publicis, marking a significant change in its marketing strategy. This move entrusts these agencies with the task of either continuing the legacy established by Noah’s Ark Communications or steering the brand in a new direction.

The Hook and Insight Publicis are now responsible for developing multi-platform creative campaigns that capture Airtel’s brand essence and drive engagement among its diverse customer base. This will involve crafting compelling narratives across traditional media channels such as TV, radio, print, and out-of-home advertising.

In a parallel development, Airtel Nigeria has reassigned its media planning and buying responsibilities from MediaReach OMD to Algorithm Media. Algorithm Media will leverage advanced analytics and audience insights to create highly targeted and efficient media strategies, including programmatic buying to reach specific audience segments on digital platforms.

Noah’s Ark Communications, renowned for its creative prowess, has concluded its successful nine-year partnership with Airtel Nigeria. During this period, Noah’s Ark significantly enhanced Nigeria’s global advertising presence, earning numerous local, continental, and international accolades. Their work was featured on esteemed platforms such as Ads of the World and Lürzer’s Archive.

Notably, Noah’s Ark’s collaboration with Airtel produced acclaimed campaigns like the ‘Data Is Life’ series, featuring prominent Nollywood actors such as Lateef Adedimeji and Ngozi Nwosu. Their ‘Lost’ TVC, a metaphorical commercial for unreliable data service, garnered multiple awards, including the prestigious Grand Prix at the Lagos Advertising & Ideas Festival (LAIF) in 2017 and Gold at the Epica Awards in Paris.

In subsequent years, Noah’s Ark continued to excel with campaigns like ‘Prayer Warrior (Amin)’ in the ‘Data is Life’ series, which won the Grand Prix at the African Cristal Festival in Morocco in 2018. The agency earned nine medals at the festival, including three Gold and two Silver.

Throughout their tenure, Noah’s Ark was repeatedly named Agency of the Year at various award shows, with their campaigns for Airtel consistently winning Gold, Silver, and Bronze medals, showcasing the agency’s creativity and significant impact on the advertising industry.

As Airtel Nigeria embarks on this new chapter with The Hook, Insight Publicis, and Algorithm Media, the telecommunications giant aims to continue its legacy of creative excellence and strategic media planning.


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