We operate by the Kaizen Principle of Continuous Improvement – Plural Media boss
Plural Media is one of the your but very dynamic digital agencies in Nigeria. The agency describes itself as one that “means new kind of advertising for new media: smart, measurable, affordable and valuable”; adding, “At Plural, we harness our “Next Best Buy” algorithms for effective marketing across the online spectrum”. Leading this agency is Mr. John Bassey, a visionary and experienced entrepreneur who has built thriving/successful businesses from the ground up particularly in marketing, media and entertainment. This corporate executive is driven by a passion to contribute innovative, sustainable, long-term, value-adding ideas and is adept at trying new things with cheerful optimism, learning new things and an unflinching quest for discovery of how to make life better for his generation. In this interview with MARKETING EDGE, he speaks about his agency and the industry.
We’d like to congratulate you on your agency’s recognition and celebration as an Innovative Young Outdoor Agency of the Year by MARKETING EDGE. How does it feel to win such an award at such a time; and what does the award mean to you, in person, the agency and your clients?
There is an added value that comes with being celebrated for the effort you put into what you are passionate about. Therefore, as a company with dedicated team members we are elated and grateful that the unique way we do what we do is being recognized.
For our clients and potential ones, we thank them for believing in us and hope this will help to further strengthen our partnerships.
What would you say are the key points to note in the agency’s profile and its performance in the industry?
The category of the award that we have been recognized for by MARKETING EDGE succinctly addresses that key point in our Agency Profile … but essentially we care about the yearnings of our customers and our commitment is to deliver visible happiness in terms of positive ROIs for every investment in our platforms.
Would you like to recall some of the landmark campaigns which your agency has handled over the years and the KPIs that stand those campaigns out?
We might be unfair to some of our clients if we start mentioning some names in this regards. However, every campaign has its set objectives which usually come from our clients. Regardless of the size and profile of the customer or the financial value of the account; we are deliberate in delighting our clients with on-time quality delivery, flawless execution and excellence.
What was the agency’s performance like in the out gone year and what are its projections for this year?
The harsh economic realities definitely took a toll on our performance in the outgone year but we were able to pursue new opportunities in the marketplace because ‘more equals more’ in terms of developing inventory although the gestation period for these investments is now taking longer especially with the state of the economy.
Our projections for this year is continually being reappraised because advertising spend has been drastically slashed and our business is highly sensitive to economic performance. In addition, revenues in the outdoor advertising industry are highly seasonal, following consumer spending trends. Nevertheless, we are hopeful and upbeat that it will get better this year.
We’d like you to elucidate on Plural Media’s “Next Best Buy” algorithms for effective marketing?
The key word for us is innovation that aligns with the clients need. We believe in the Kaizen Principle and are committed to continuous improvement through innovation and renovation of our products, processes and people.
What more should your clients and the industry expect from Plural Media this year and beyond?
We will continue to consolidate on our uniqueness within the media and advertising firmament. What we have done in the past is nothing to be compared with what we want to birth in the marketplace soon… We will therefore advise people to watch this space.
On a personal note, how would you trace your journey into Advertising and what has your career trajectory been like?
I began my career as a Salesman for an Industrial Technology firm well over twenty years ago and from there was recruited as one of the pioneer personnel in the Direct Sales Team of MultiChoice Nigeria (promoters of the now popular DSTV) and thereafter moved into Marketing. While at MultiChoice in the 1990s to early 2000, the impact of 360 degrees advertising on our projections and outcomes was simply fascinating and so my initial interest in advertising was kindled here because it was also at that time that I was doing my MBA in Marketing. From MultiChoice I had a stint with Virtual Technologies as the COO with the responsibility of promoting WorldSpace Direct Media across West Africa which further strengthened my interest in advertising and media. In 2006 on my trip to China I was curious about a technology that can display dynamic media even in bright sunlight and under the rain with no issues because what was predominantly used for dynamic advertising in eateries then was LCD screens. That quest led me to calling a few of my friends to join me in setting up Plural Media and the rest as they say is history.
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