Top rebranded agencies in 2022
By Felicia Nwosu
For many agencies, the year 2022 will remain indelible as a year of remarkable new dawn, and transitions for new goals with new identities. In no particular order, MARKETING EDGE went into its creative archive to dig out some of the agencies that rebranded this year.
ARCON
As the regulator of all the advertising agencies, and in response to the recent signing of the Advertising Regulatory Council of Nigeria (ARCON) bill into law by President Muhammadu Buhari, the apex advertising regulatory body officially unveiled the new law with a new logo as part of its statutory mandate to regulate the advertising industry in the country.
The Director General of ARCON, Dr. Lekan Fadolapo, explained at the launch that the Council has been duly empowered by law to regulate advertising, advertisement and marketing communications in the country, as well as carry out appropriate sanctions against defaulters.
“Notwithstanding the provisions in any Act, ARCON has exclusive power to determine, pronounce upon, administer, monitor and enforce compliance by persons and organisations on matters relating to advertisements, advertising, and marketing communications in Nigeria whether of a general or specific nature,” Dr. Fadolapo noted.
Chain Reactions
Nigeria’s leading PR and consulting firm, Chain Reactions during the commemoration of its 15th corporate anniversary, unveiled a new logo and revamped its website to reposition the brand. The agency also changed its name from Chain Reactions Nigeria to Chain Reactions Africa as part of the repositioning.
According to Colin Morris, creative director, Chain Reactions, the logo was designed to reflect and depict Nigeria’s heritage as the drumbeat of Africa.
“The colours, with orange at the left and yellow to the right, depict the optimism of Nigeria despite its challenges, reflecting the spirit of Nigerians. They also reflect the colours of the Sahara, which is not in Nigeria but in Africa. The logo signifies both Nigeria and Africa,” he explained.
X3M Ideas
Lisbon Advertising Festival award winner and one of Nigeria’s leading creative hubs, X3M Ideas, this year in celebration of its 10th anniversary took a deeper dive into the brand horizons with the unveiling of a new logo identity. Through this new logo, the agency brought to life a new rippled strength for creativity and also to reflect its mission for holistic reimagining as well as to unleash its power for greater growth in the future.
Expressing this in its social media platform, the agency said: “In year X, we’re taking a 360 turn and reimagining our abilities as a future forward agency. We’re taking a bold leap and making a change. Launching our new identity is only step 1. Meet the new X3M and get familiar.”
Insight Publicis
Insight Publicis, Nigeria’s leading advertising agency, also unveiled a refreshed visual identity that ushered the agency into a new era for the company. Insight’s new look and brand symbol represents a commitment to innovation and a renewed focus on digital and tech-first solutions.
The upgraded look came on the back of the appointment of Dr. Tayo Oyedeji as the new Chief Executive Officer (CEO) of the parent company, Redefini, the leading creative consultancy.
“The new Insight Publicis logo borrows from the past, staying true to our roots while intentionally incorporating our future. It is a mix of modern characteristics including symmetry and simplicity, while maintaining the eccentricity that has made Insight Publicis the continental market leader it is today. The new Insight Publicis identity ushers the agency into a digital-first era where our insights and brand solutions are driven by tech-enabled consumer data and analytics, firmly rooted in our MARCOINS approach that combines understanding of the market, consumer and insights,” Dr. Oyedeji said.
Nimbus Media
The new logo was a rebirth into a strategic rebranding and expansion of the company’s frontiers and offerings, in furtherance of its mission to provide clients with more cutting-edge data, create aesthetics for the audience, and make value for property owners.
Commenting on the new logo, CEO Nimbus Media, Wale Adegoke said: “The rebrand is to shed light on how technologically-driven Nimbus is as a company. Nimbus is a light radiating from the cloud, and by exploiting the cloud to its barest potential we intend to have our solutions uploaded to the cloud. The incorporation of a cloud-connected network of screens would aid solutions that provide clients with more cutting-edge data, such as infographics of their audience and the amount of time they spend viewing the material. The new logo also provides more versatility in the digital space.”
H&T
This year, these two agencies, Hook Creative Agency and the Temple Management Company, Nigeria’s top creative transformation companies, expressed their commitment by coming together to meet the needs of clients by responding to the evolving global marketing and advertising trends. To further seal their commitment, a unique logo was also unveiled to signal their collaboration for strategic growth, as well as to further drive innovation, creativity and deliver value to clients.
One of the partners from the Hook, now H&T, Adebayo Owosina, said the new agency will hardly fail at a pitch because whatever is lacking in one would be found in another. He, however, noted that H&T will bring its avant-garde attributes to bear, as it continues to navigate the unique strategic partnership, a first of its kind in the Nigerian creative space.
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