XLR8 Opts Out of NBC PR Review

Incumbent agency, XLR8 will shortly seize to be the Public Relations agency for Nigerian Bottling Company (NBC). This is because the PR shop has decided against vying for a renewal of the account by opting out of an on-going PR pitch review called by the company.

It is not yet clear why the Calistus Okoruwa owned agency decided to end their relationship with NBC, but feelers from industry sources noted that XLR8 may have taking the decision because it felt let down by the decision of NBC management to call an open pitch despite the commendable performance of XLR8 on the account.

XLR8 has been on the NBC account for the past four years and analysts had predicted that it was going to stay even longer until crack in the relationship began manifesting recently.

Based on findings by MARKETING EDGE more than four agencies have been invited for the contest and they include Indigo, Brand Believers and Brooks and Blakes. Observers have tipped Brooks and Blakes and Indigo to win the contest. They have also warned that Brand Believers could spring up surprises.

Brook and Blakes already secured a new account this year following their successful pitch for MTN PR business.

MARKETING EDGE learnt that the pitch is part of the brand’s plan to recharge its marketing strategies with a view to reinforcing and expanding its leadership in an increasingly competitive market. The brand also wishes to connect with consumers better in the coming year.

Despite opting out out of the NBC business XLR* still boast of a rich portfolio of products like MTN, Cisco, IBM, Samsung, Guinness BAT, Stanbic IBTC, Multichoice, Nokia etc.


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