Top ten media buying agencies in Nigeria
By Abimbola Mohammed
Media buying is the process of purchasing ad space across various channels and platforms in coordination with the agreed-upon media plans and monitoring campaigns as they run. This means evaluating platform formats and rates to ensure they coincide with the plan, negotiating costs, keeping abreast of media trends and building relationships with counterparts at various channels and platforms. Media planning, on the other hand, is the process by which marketers determine where, when, and how often they will run an advertisement in order to maximise engagements and Return on Investment (ROI). The media plan might split advertising spend and resources between various online and offline channels such as broadcast, print, digital media, paid ads, video ads or native content.
Media planning and buying involves strategy, negotiation and placement of ads. Skilled media buyers understand that profitable media buying is both science and art. In Nigeria, the job of media buying and media planning is carried out by some agencies who have specialised skill sets, experience and capabilities. They are professionals in the integrated marketing communications industry with specialisation in media planning and buying.
MARKETING EDGE magazine, using internally developed metrics and industry yardsticks, undertook a dispassionate study of the players in this segment of the integrated marketing communications to determine the top ten media buying and planning agencies in Nigeria. The report of the study is presented here below:
Media Fuse Dentsu Network
Media Fuse Dentsu Network was founded in 2014 with its headquarters in Lagos, Nigeria. Tick on innovation and networking to get the best for its clients, the company collaborates with five global network brands, including Carat, iProspect, Isobar, Posterscope and Vizeum. Media Fuse Dentsu Aegis Network provides best-in-class expertise and capabilities in brand, media, digital and specialist communications through its original holistic and integrated approach.
The agency’s communications services include digital creative execution, content creation, media planning, sports and entertainment marketing, SEO strategy, near-field communications (NFC) and marketing analytics.
MediaReach OMD
MediaReach OMD is a west and central Africa independent media specialist. It started operations in 1999 and has won several awards, including The Global Media Advertising Company in 2003; The Effectiveness Award, MMG 2020, silver; Bravery Awards 2020 at the Festival Media Global Awards, silver & bronze for use of media at Pitcher Awards 2020, won Gold for PR and Reputation Management, Pitcher Awards 2020 and also became the 1st Media agency to win both ‘highly & commended, at prestigious global awards. It has also won The Adweek Global Media Agency Award seven times; in 2008, 2009, 2011, 2013, 2014, 2019 and 2020.
MediaReach OMD’s awards and recognitions also include Most Medaled Media Network, Cannes Lions Festival of Creative 2018 and Media Network of the Year, Cannes Lions Festival of Creatively 2017. Advertising Age Media Agency Awards in 2011, 2009, 2005 and in 2002. Media Reach handles quite a number of juicy and high profile accounts
MediaReach is located in three countries which include Nigeria, Ghana and Cameroon.
PHD MEDIA
PHD was founded in London in 1990 by David Pattison, Nick Horswell and Jonathan Durden – the ‘P’, the ‘H’ and the ‘D’. Its Nigeria Office became operational in 2010 and serves as the hub for West African operations.
In 2002 PHD, now part of Omnicom, opened its first offices outside of the UK and began to grow the international network. PHD took home 23 Cannes Lions Awards, including a Grand Prix, from 41 shortlists.
All Season Zenith Media
All Season Zenith Media started its operation in 1997 as The First Media Specialist Agency in Nigeria.
The agency won Creativity Week’s Bronze Award for Integrated Campaigns, Channels Category. The award was worn for the Pepsi, #NaijaAllTheWay campaign, which featured top celebrity influencers in Nigeria such as Wizkid, Davido, Tiwa Savage, Teckno, DJ cuppy, Okoch and more. The award came on the heels of the agency’s appointment by Nestlé Nigeria as its media buying agency.
Media Perspectives
Media Perspectives is a media planning and buying agency. Its services include Media Buying, Media Buying & Control, Digital Strategy, OOH Media, Media Tracking, Business Counting, Research & Development, Content & Creative Strategy and Audience Analytics.
The agency was founded in 2001 and officially launched its services to the public in 2005. Since then, it has grown in size and reputation and is now a member of the Starcom MediaVest Group, the largest media advertising network in the world. Its buying approach ensures best-in-class processes that deliver efficiency and guarantee transparency.
Its clients are MTN, Coca-Cola, Modelez International, visa, gsk, Samsung, Union Bank, ARM, UAC Foods, Mixta Nigeria, GX foods, TGI, E&J. Gallow Winery, Phillip Morris etc.
SBI Media Nigeria
SBI Media Nigeria is the Nigerian office of SBI Media, a British agency founded in London in 1983 by three partners. SBI now employs more than 1,000 professionals worldwide. It has won 120 awards, and completed 321 campaigns.
SBI Media Nigeria is a media planning, buying and digital agency. It is a nextgen media agency built on a culture of bravery, thought leadership, creativity and innovation. It boasts a cumulative team experience of 60 years. It is an independent, progressive thinking media planning and media buying (traditional and digital) agency founded in 2012. The goal of the agency is to deliver a high return on investment on all advertising efforts of its clients.
BrandEye Media
BrandEye Media is a full-service media strategy and buying agency. The Agency combines cutting-edge research tools and global expertise to develop winning strategies and buying solutions for its clients. BrandEye Media won two Pitcher Awards in 2018 as well as the Young Lions Digital Competition in France. The agency has consistently provided good results with an enviable global footprint. It has also become synonymous with delivering insight-driven strategies within the bounds of high ethical standards.
Some other recognitions and awards won by the company include the Marketing Edge Award for “Outstanding Young Media Buying Agency of the Year”, AdNews Award for “Agency of the Year”, 2016 Marketing World Awards for “Emerging Media Agency of the Year”, ADVAN Award for “Public Sector Campaign – Delta State”, and so on.
Scout Media Limited
Scout Media Limited is a young and dynamic media company that specialises in media buying, including Above-the-Line, Media strategy, planning & implementation, consumer insight, process evaluation and optimisation, Out-of-home and ambience branding.
Its Corporate Strategy is to work with clients to deliver on corporate and marketing goals and objectives in a timely fashion. The company handles the accounts of Vitafoam, Cowbell, DStv, Elkiis Super Oat, Fair money, Loyal milk, Onga, Promasidor, StarTimes and Sunvita accounts and many more.
Algorithm Media
Algorithm Media was launched in the Nigerian market in 2016. In 2018, Algorithm Media undertook the next step and launched Mindshare and MediaCom as its media agency brands into the Nigerian market.
Algorithm Media’s ‘sister company’, Ogilvy Nigeria offers a wide array of WPP offerings which include Advertising, Brand strategy development and localisation, Below-The-Line activations, Digital service and PR & Creative development.
Plus Acuity Nigeria Ltd
Plus Acuity Nigeria Ltd is a 21st century media agency offering creative media solutions in the areas of media strategy, buying and planning services.
Plus Acuity places a premium on innovation and believes in challenging the status quo by using global expertise, local insights, media planning tools and data to develop effective and efficient media solutions for brands. Plus Acuity is passionately committed to the overall success of its client’s marketing objectives by deploying best-in-class media planning and buying tools, driven by data and technology.
Its employees are the prime assets and key driving force in achieving business objectives while its work force comprises an energetic mix of young and highly knowledgeable professionals who bring with them diversity of experience and knowledge to take clients to newer heights.
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