A Market Research

for

Exposure
A Brief Account of the
Advertising
Industry in Nigeria

From 1948- till date

2
Part ONE

An Overview of the Nigerian Advertising Industry

Brief History- How it started

Generations of Advertising Agencies

A look at the agencies- Introduction, Accounts, Affiliations, Groups, Size, Ratings,

Billings, Feats & lows

Ratings/Billings of Ad Agencies from 2000-2006

A list of top12 agencies- AAAN

The news: Latest Pitch

Other Information

A list of registered Advertising Companies

A list of Outdoor Agencies

A list of registered Independent Marketers

A list of registered PR firms

A list of People who contributed to the Advertising Industry f

Part Two

A list of Major Accounts in Nigeria

A tableau view of Major Accounts; Marketing Communication

Budgets & Agencies handling them

A look at Various Industries- Introduction, Portfolio, Competition & Marketing Communication

The Food & Beverage

The Telecommunication Industry

The Mobile Industry

The Tobacco Industry

The Banking Industry

Ratings of the Industry

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Table of Content Page

A Panoramic Overview of the Advertising Industry 4

• Introduction 4

• A Brief History 5

The Generations Of The Advertising Industry 13

• The Birth Of the 1st Advertising Generation 14

• The Birth Of the 2nd Advertising Generation 16

• The Birth Of the 3rd Advertising Generation 21

• The Birth Of the 4th Advertising Generation 27

• The Birth Of the 5th Advertising Generation 32

Ratings of the Top Ten Agencies 35

Top 12 Agencies – AAAN 36

Pitches 37

Advertising Agencies 39

Outdoor Agencies 40

Independent Marketers 43

PR Companies 45

Top 50 Individuals who contributed to Advertising 46

In Nigeria

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A Panoramic Overview of the Advertising Industry

Introduction

The strident growth of advertising in Nigeria has acquired for it the status of a major national spending
sector. Reports indicate that, in 1991, the turnover from advertising was N650 million. Although, it is
yet a far cry from 5 billion pounds in Britain (1991), it holds a sizeable chunk of the national product.
Indicators point generally to further growth. In keeping with national and global trends, more
importance is likely to be attached to advertising in nation building and a fore role ascribed to it in the
resolution of national problems like poor internal and external image, economic planning and
execution, budgetary discipline and organizing the various national index sectors.

With new roles like these, advertising is likely to see the need for stronger companies. In that situation,
the companies would have to drop their agency tag, which tends to retain connotations of their original
function of brokerage. Most agencies are simply no longer agencies. They have for long now been
generally offering much more intrinsic services than working for placement commissions. They do a lot
of thinking for their clients in vast areas, and their services are more of integrated marketing
communications. The term “advertising agency” seems to have become a misnomer.

With advertising companies faced with the assignment of initiating and coordinating more functions for
clients, they are likely to grow in size and mergers will have to take place if the industry is to take a
cost-effective approach to the responsibilities of the years ahead.

In the 1980s and 1990s, advertising organizations tended to sidetrack the indigenization doctrine by
arranging affiliations with foreign agencies. Although many agencies in this arrangement say they
benefit immensely from technical support, it seems many have not given more thought to finding intra-
nation options. It makes it look more like a fad than a professional necessity to affiliate.

The possibility is that, with better facilities and techniques at the disposal of Nigeria, some agencies
will soon begin to look at the option of affiliating with other bigger, better equipped or better-manned
advertising companies within the country. This would create the scene for genuine partnership based
on mutual respect, rather than the types of affiliations, which exist now, that, have directed Nigerian
agencies to South Africa, away from the headquarters of the overseas “affiliates”. It is as if they are
being told: “We have tolerated you all this while. But now that we have a convenient alternative, you
can deal with South Africa and stop bothering us”.

There is also need for specialization in the advertising industry. Rather than try to maintain omnibus
services as is being done now, economic and survival realities could create the rewarding structure of
advertising companies narrowing down their operational scope into more manageable and more
effective limits. Specialization could see some companies concentrating only on placement, some on
production, and others on marketing services, or below-the-line functions.

5
A Brief History
THE BEGINNING (Before 1928)

In Nigeria, the earliest recorded activities that could be described as advertising in its crude form
include the town crier’s early morning ‘gong’ signals that alerted the village dweller or an impending
announcement. The gong, as rudimentary as it may now appear, was most effective as an attention -
catcher, and remains so, no matter how hard we might try to discredit it in the name of the birth of
high-tech communication devices.

Supporting the town crier’s dominance was the special emissary of the chief or village head, who had
the duty to often stand before the gathering at the, village square to herald the day’s important
messages. He did it without blemish and was accurate to the dot. He never misrepresented, or
misquoted (as we would now have) the village head. Mark you. He had no memory aids like paper or
pen, but he succinctly presented the day’s information with crisp accuracy.

Early crude advertising simulating acts that have been recorded in ancient Nigeria also included the
use of hired persons with the gift of the grab to voice quips about the quality of X’s palm or grain wine,
or yams. They were usually paid in kind with one or two tubers of yams or even cupfuls of wine for
their services which included “advertising” the farming prowess of specific laborers whose services
were available for hire during the planting season.

These crude forms by the early nineteenth century had evolved into the hire of footmen to actually
howl about the quality and availability of specific goods or service. Historical records exist of such
footmen in various cities in the ancient Nigerian Kingdoms and empires like Borno, Sokoto, Lagos,
Benin and Ife. Some were hired in dual capacity - to “advertise” and to sell. Laden with basketful of
one commodity or the other, they shouted, often on market days, to invite patrons to come over to
them rather than the medley of other sellers.

The younger variety consisted of boys who either for their parent or for a fee for someone else,
shouted out attractive incentives in front of a mat containing wares, or ran to and from the market
entrance inviting prospective buyers to the location of the goods inside the market.

Soon, attention catchers like bells were introduced and with the of course came bedlam in the market
places (this bedlam indeed would still have existed if advertising did not become organized as it was
over time).

The acrobatic dancers and even magicians and snake charmers jointed the rabble a more attention
catchers like musical instruments were improved, and music transfer gadgetry developed by science.

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As commerce diversified, so did the need to draw attention increase. Nineteenth century entries like
bicycles and printing brought newer scopes into the art of crude advertising. Greater mobility by the
hired personnel engendered greater innovativeness by them, and creativity grew. Bicycle canvassers
introduced acrobatic riding vehicle device like sandwich boards and posters illustrated by artists caught
on as forms of drawing attention. With these also developed the need to SUSTAIN that attention. It is
generally agreed that no single scientific event influenced mankind as much as the introduction of
mechanical printing in 1450. As the benefits of printing swept through the world, Nigeria soon imbibed
the facility, and it is recorded that the first printing press came into Nigeria in the mid-nineteenth
century in Lagos.

The effect of printing on the uncoordinated selling drives was enigmatic, especially with the birth of the
very first newspaper in Nigeria (the Iwe Irohin Fun Awon Are Egba Ati Yoruba) which appeared on the
streets from the stable of Rev. Townsend in September, 1979.

With this, the face of selling support services changed, and the birth of advertising in an organized
form came to be in Nigeria. The Iwe Irohin and the string of newspapers that came in its wake in
Nigeria from 1879 to about 1930 provided a forum for the motley surge of tradesmen who had hitherto
organized the production of art-impression and printed posters, sandwich boards, street signs, staged
events and other forms of sales support.

The first formal media advertisement ever carried in Nigeria was in Iwe Irohin in the form of information
on shipping movement and cargo. It was a classified category ad. From then on, other sorts of
advertisements began to appear in the newspapers, while growth of printing saw the emergence of
well-printed black and white posters which led to the birth of organized outdoor advertising as we know
it today.

The newspapers also began to carry advertisements (usually of the classified category) on other forms
of commercial information, trade, social activities like christenings and ball-room dances, as well as
obituary announcements.

By the early twentieth century, media advertising had garnered some of importance, even though the
extant avenues were just two newspaper and outdoor and the media technology only one print.

The development of modern photography in 1931 and its advent in Nigeria this century were a
landmark worth recognizing. The injection of photographs, with their unique assets of image
replication, brought display adverts and outdoor posters to life, so to say.

Another important medium which came into Nigeria early in the first half of the twentieth century was
cinema but it was not to play a role in advertising until later on.

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Yesterday (1928-1970)
The early part of the twentieth century saw an upsurge in commercial activity in Nigeria (which became
amalgamated in 1914), with greater incursion by foreign traders, mainly the British Colonialists, and
the attendant boom in money flow. Marked by the introduction of far reaching global milestones like
the intensification of manufacturing of goods in large scales, the opening of new shipping routes with
the advent of motorized vessels, and the introduction of currency as the medium of exchange in place
of barter, this period saw the birth of big commercial houses in Nigeria, all of British extraction, one of
which, the Royal Niger Company, was to play the forerunner’s role in the development of advertising in
Nigeria.

With this massive commercialization, new commercial centers developed in Kano, Calabar, Aba,
Onitsha, Benin City, Port Harcourt and Lokoja, while Lagos grew beyond expectations in commercial
activities and wealth creation. The Royal Niger Company metamorphosed into the conglomerate called
the UAC (United Africa Company) while rival houses also blossomed.

One of the businesses the UAC ventured into, even if more in an apparent desire to serve its own
interest than to provide a generally beneficial service was the formation of West African Publicity Ltd.
the First ever advertising agency in Nigeria -as an affiliate of the UAC.

The Company was incorporated in London on August 13, 1928.

WAP was primarily formed to provide marketing support of the UAC’s fast-growing line of products and
services. But providence seemed to have had a hand in the birth of this company for it not only went
beyond servicing publicity needs of the UAC, it grew into an octopus of it own as the father of
organized advertising in Nigeria.

WAP cut it teeth producing posters exclusively for the UAC. In that era, the posters were of intricate,
time-consuming design and the early posters WAP produced would shame even the computer abided
designs of advertising presentation today.

The success of WAP, and its ability to respond positively to the flux in the era’s economic impulses, led
to its rapid growth its metamorphosis into Lintas West African Ltd. In 1965, with a full-scale open-
market competition brief, Lintas West Africa was part of Lintas International unit 1974 when the UAC
had to sell off to Nigerians as a result of the indigenization Decree, which placed proprietorship in
advertising in the schedule for full Nigerianisation. “Lintas” is a condensation of “Lever international
Advertising Service”, brainchild of the Unilever group. Before 1965, as a result of WAP’s growing
needs and clientele, the need for greater attention to outdoor advertising services (which were WAP’s
initial area) led to the creation of a full outdoor service company, Afromedia itself became indigenized

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in 1974 and remains, like Lintas today in general advertising, a beacon in outdoor advertising.

While general advertising and outdoor service thrived, the media became more diversified, thereby
creating more incubating ground for the growth of advertising. With the introduction of radio
broadcasting in 1932 and television just in 1960. coupled with the increasing popularity of cinema,
advertising just had to grow. Even though radio advertising was not to be begin until the birth of
Western Nigerian Broadcasting Service (WNBS) in 1955 (the earlier - existing Nigerian Broadcasting
services did not begin carrying commercials until much later), radio provided an additional outlet for
commercial information.

Cinema was utilized fully for advertising from 1950 until the popularity of celluloid film was undercut in
the 1960s by the advent of television, and virtually obliterated by the advent of home video in the
1970s and cable satellite television in the late 1980s and early 1990s.

A company called pearl and Dean pioneered cinema advertising production in Nigeria, and its
commercial footages, especially its cartoon-character animations, remain a nostalgic memento for
cinema goers of those years.

For film, print, outdoor, radio and all, there always seems to be something to remember forever in the
advertisements of the 1950s or 1960s. Perhaps it is an attribute of the general decline in quality,
occasioned by pressure of greater and more rapid demands of today’s existence, that seems to give
the impression that the production men of the earlier days had all the time in the world and the most
conducive of atmospheres (social, physical and technical) under which to produce the best. But
today’s creative, copy and production personnel seem to have all the equipment and facilities to worst
their predecessors. Or it is part of the concept that man is generally on the decline in terms of taking
pains and devoting time to details?

Some of the “oldies” continue to seem like classics today to those who hear or saw them live 30 or 40
years ago, and who have the benefit of having seen both ends:

1. The West African Airways corporation press ads with the pay-off “YOU TOO CAN FLY”.
2. The Star beer press and outdoor ad series with questions like “who stopped the flight” and the
ready answer: “I DID, SAYS SAMMY SPAKLE. IT’S TIME FOR STAR.

3. The Raleigh bicycle press and outdoor ads with the reassuring illustration of a gleeful Raleigh
rides outpacing a roaring lion.

4. The Mobil Oil immortal radio and with the horn sound-effect “peep. Peep. Peep. Peep. Make it
Mobil”.

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5. The Heineken promotional gramophone record with its lingering tune assuring you that
wherever you may be, by land or sea, Heineken was best.

6. The Volkswagen Beetle cinema commercial animation, with Aduke’s suitors and her father’s
baritone No! To the one who didn’t own a Volks.

7. The perpetually fresh Guinness stout omni-media ad’s payoff:" “GUINNESS IS GOOD FOR
YOU”

Between 1928, when organized advertising was born in Nigeria, and 1970, by which time a number of
major agencies had begun operations with foreign and indigenous ownership, various other forms of
advertising outlets came and went, some peculiar ones being railway advertising and taxi and bus
advertising both of which went under for reasons varying from the nature of railway services in Nigeria
to social resistance to certain message dissemination forms. Happily, it does seem a new life is in the
offing for Railway Advertising with its recent acquisition by a major advertising investment holding.

Several advertising agencies were also born or buried during this period. It was the formative period
for advertising, and, in the absence of any professional or regulatory bodies to articulate the bearing of
advertising, many agencies merely groped, while foreign advertising agencies stole the show, with the
entry of organizations like Grant and Ogilvy Benson and Mather. First generation, indigenous
advertising agencies that stood their ground included Publicity Services Nigeria Ltd. and the pioneer
indigenous outdoor contractor (as they were then called), Nigerian Advertising Service Ltd.

One of the identifiable setbacks of the time appears to be deficits in manpower and technology. In
terms of manpower, there were not enough adequately trained practitioners, and the training itself was
inadequate because few local formal outlets existed, with the result that agencies depended on on-the-
job training options. The effects of this foundation still reflect in the advertising industry today, and only
recently did the country’s first ever full advertising post secondary education facility (Ever this is not
full-time), the introduction of the APCON Diploma in Advertising programme, began. And agencies are
usually too stretched with pressures of planning and production to be able to genuinely satisfy their
own training needs in house.

In terms of technology, Nigeria’s lack of scientific and developmental initiative has led to the full
dependence of the advertising industry on importation for all its equipment and technical support with
the posturing of the nation, equipment relevant to advertising would certainly find themselves at the
near bottom priority position if home manufacture of essential machinery and equipment ever began.
As a result, and because some vital equipment are too costly to be acquired by one organization,
agencies are forced to go abroad for sophisticated productions.

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This is not to say by any means that great improvements in terms of personnel quality and production
techniques did not take place within the period. It was during the period that the solid foundation on
which advertising stands today was laid, and without it, the industry might have virtually collapsed
under the periods of recession of the late 1970s and the entire 1980s, and era of national business
anarchy of the 1990s. For the industry to have also survived the uncertainties of the Nigerian Civil War
years (1966 to 1970) is in itself a tribute to the good footing it had from the onset.

The period was also the harbinger of significant changes in the availability of a more conducive
atmosphere for the practice of advertising. With many more newspapers and magazines were created
more outlets of advertising while the extensive opening up of the country through the construction of
road networks, airports and rail lines provided easier access and communication that led to a wide
advertising field, especially for outdoor.

National independence in 1960 also added to the impetus, as the zeal of self-ruler ship intensified the
quest for self-enterprise.

Today (1971-date)
With the oil boom of the early 1970s, and the upsurge in business turnover, advertising witnessed a
spring into big business. The indigenization Decree which came in the midst of the boom was a deus
ex machina for the advertising sector, as it was for the general investment scenario of the vibrantly rich
country, a new force in Africa, a potential world power.

New industries sprang up, including more newspapers and magazines, as well as radio and television
stations which multiplied rapidly with the political restructuring of the country from three regions,
through 12 states in 1967 to 19 in 1976. The Nigerian Broadcasting Corporation (renamed the Federal
Radio Corporation of Nigeria) and the Nigerian Television Authority had, as a matter of national duty,
to respond to the political and economic changes. They opened stations in all the states and
intensified commercial activity, faced with competition from state-owned stations, and the re-
arrangement of national priorities towards entrepreneurship from 1975 to 1979. Facilities for colour
television reception and for colour separation for process printing also blossomed.

The atmosphere led to the acquisition by Nigerian of major businesses foreign investors, along with
the acquisition by Nigerians of the foreign-owned advertising agencies came the indigenization of
advertising thought in Nigeria. Concepts became more focused upon national ideals and images and
models became based on Nigerian values while productions reflected more of Nigeria than foreign
cultural bent.

The “Oil Boom” assisted the indigenization of business, and the marriage created more companies,

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 more competition and, consequently, more need to advertise. The zest fired in young Nigerians
pushed some young practitioners to begin to form agencies of their own to meet the great demand for
advertising service that had grown out of the active business climate. This gave birth to agencies like
Rosabel, Goldmark, Pal, Sunrise, Sunbeam, Insight, Adwork, MAAN and many others to fill the
vacuum between 1974 and 1985. They became the second generation of fully indigenous agencies
and they provided health competition for the foreign-turned Nigerian agencies which has continued to
grow since then.

The increase in the number of advertising agencies led to a broadening of the business base of
advertising and the need arose for more companies to provide advertising support services.
Production companies for film, audio recording, colour separation, printing, lithography, outdoor,
design etc. and facilities for the sourcing of models came into being, ascribing to advertising a well-
deserved Big Brother image. Its base expanded, and by the mid-1980s the need for other specialized
services like research and planning grew around advertising. By the mid-1990s, media monitoring
service companies were born out of the needs of a fast growing industry.

Creativity and innovations came in, and more dynamic agencies like Insight spread out their networks
to create holding companies to service sundry clientele needs, while some agencies formed parallel
companies to service clients marketing parallel products or service.

Advertising presentations became dynamic and new concept formats some really way out of the
ordinary, become commonplace, as agencies essayed to outdo one another in the bid to excel. The
last 10 years have seen refreshingly resourceful advertising copy, some of which ring the bell of
reminiscence of the standard copy of the formative years of organized advertising.

Desk top publishing computers introduced brand new elements into the imaginative realms of creative
work in print, while sophisticated, computerized sound and video recording and reproduction
innovation have greatly enriched the tonal and visual qualities of commercials on radio and television.

Some new generation ads that are likely to be remembered with adulation decades from now include:

1. The pears baby products TV commercial depicting the baby judge in session with his gavel,
adoringly find Mummy “GUILTY OF GOOD JUDGMENT”.

2. The original Baco Supersack TV Commercial, with the no-nonsense refrain from the honcho
cement carries “BAGCO SUPERSACK BAGCO SUPERSACK…!

3. The original monarch lager TV commercial with the furtive waiter stealing a sip of monarch
from a glass in the tray and the pay-off line: “MONARCH, THE CROWNED HEAD OF

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 LAGOS”

4. The original joy soap TV commercial with the dashing Joy Girl causing havoc with her looks,
to the soothing strains of the “YOU GOT THAT JOY GIRL QUALITY” theme song.

5. Perhaps, likely to outlive them all, the exquisite pay-off of the 7up Omin-Media Ad, which is
likely to leave the competitors for ever wishing they had thought it out-“THE DIFFERENCE IS
CLEAR” could be mischievously painful or sweet, depending on which side you are on!

The greater events that contributed in no small measure to the organization of advertising and the
inculcation of a sense of belonging to the practitioners were the birth of the Association of Advertising
Practitioners in Nigeria.

CONCLUSION

Whatever the future holds for advertising in Nigeria, one thing is certain is that Advertising will remain
an all-important fulcrum in sales and, therefore, the national economy. Although its benefits are not
easily visible, it is the background force upon which successful enterprise revolves. Enterprise cannot
succeed without advertising.

The organizations which recognize its importance in Nigeria have made the advertising company grow
but must importantly, they have grown themselves. This growth is the foreboding of a healthier
advertising industry in the years to come. For many more concerns will resort to advertising.

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 The Generations of the Advertising Agencies

1stGenerations 2nd generation 3rd Generation 4th Generation 5th Generation Late
30’s,40’s ,50’s & 60’s/ Middle 70’s & early Middle & late 80’s Early & middle 90’s & 2000
80’s 90’s

Lowe Lintas Rosabel DDB Lagos BatesCosse Alder

Grant Advertising (retired) Insight Grey TBWA/Concept unit SO&U One4One world-wide

Promo Serve(retired) MAAN Centerspread/FCB STB McCann FK2

OBM(retired) LTC USP Adstrat

Hunters Publicity Eminent Communications PrimaGarnet Portnovo

The Shops

Eagles Eye

Explicit
Communications

Comex

Zepol dvertising

Logic advertising

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The Birth of the First Advertising Generation

Lowe Lintas

Introduction
Lowe Lintas 1928

What is today known as lowe Lintas started out as a small poster service in 1928.

Then known as West Africa Publicity Limited, it was infact the first Advertising Agency in Nigeria
and indeed the whole of West Africa.

In 1964, there was a name change from West Africa Publicity to Lintas (Lever International
Advertising Services) Limited, emphasizing its role as an in-house agency for Unilever.

With time, Lintas Worldwide became independent of Unilever and with the indigenization policy of
government, Lintas Nigeria passed into wholly Nigerian partnership.

Affiliations

In line with the trends towards global advertising networks, Lintas had seen a number of name
changes.

The last few date from 1995 when it merged with Ammirati Puris to become Ammirati Puris L
(APL).

Late 1999 saw another merge, this time with Lowe a highly creative agency. The firm became
Lowe Lintas and Partners Worldwide. In 2002 the Lintas name was retired and the world-wide
agency network is now known simply as Lowe worldwide.

Accounts

Nigerian Breweries

• Maltina Maltina Sip It

• Golden Sparks

• Star

Lever Brothers

• Omo

• Pears

• Key Soap

• Blue-Band

• Quaker Oats

• Close-Up Tooth-paste

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• Vaseline

V-mobile

Coca-Cola

5-Alive, Diet Coke

Size: 100

Feats

Won 60% of the V-mobile account which is worth 2.0 billion naira for the entire marketing and
communication.

Hunters Publicity 1968

Introduction

Hunters Publicity Limited is a dynamic limited liability private marketing communication company
established in 1968 and recognized in 1978 by the Association of Advertising Practitioners of
Nigeria (AAPN) as a full service advertising agency with registration number 0019.
On 1st of July, 1980, Mr. Raymond A. Kester (then the Client Service Manager) bought over the
Agency after it was offered for sale to him by the former shareholders and management team.

From its operations at the high brow Western House on Broad Street, Lagos, the Agency
expanded extensively, finally moving to its present location at 12, Jibowu Street, Yaba, Lagos in
1986 as a result of further expansion and increase in clientele.

Accounts

Sharp Corporation, Japan

Maxell Corporation, Japan

Sony Electronics, Singapore

Novartis

Arthur Andersen

Maersk Line

Michelin Plc

IBTC

Samlex Stabilizer

Banex Group

Feats:
• Enhancing IBTC ‘s corporate outlook as the leader in investment banking in Nigeria.
• The successful launch of Excel King Size which captured 15% of the cigarette market.

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The Birth of the Second Generation

Introduction

With the emergence of more youthful players in the early 80’s , a new breed of Nigerian advertising
executives , well trained , well exposed, and willing to play the game like their western counterparts
had started to emerge -Akin Odunsi, Biodun Shobanjo , Billy lawson, Niyi Longe, May Nzeribe and
some more.

These new practitioners believed they needed to work harder than their predecessors, they new they
had to give added value to the business. These new breed practitioners knew that the 80’s consumer
had changed. He was better informed, more demanding, more insistent on quality and value in the
products purchased.

The 80’s and the beginning of the 90’s saw the beginning of the maturity of the industry Maturity stage
has been in different phases.

This early stage of advertising business maturity got characterized by:

• Production and marketing companies allocating increasing budget to promoting their wares.
• Advertising companies growing in number and size and sophistication in response to the
increasing needs of the clients.
• The ‘messengerial’ mentality giving way to partnership mentality.
• Advertising profession becoming that which professionals were proud to belong.
• The emergence of the third wave agencies

Insight Grey

The Insight Story

‘Insight is a child of circumstance, a child of frustration, frustration borne our of the fact that here was
grant advertising, a company that had all the potential to move forward, to put itself in forward gear but
decided to put it neutral. I am not that kind of person who will remain a position of stagnancy is by
contented. I for excellence, I strive for activated. If you live you might say I am an ambitions person. I
don’t see what is wrong in that, so far as the ambition is made of sterner stuff’.

CEO- Biodun Shobanjo

Grant Advertising an American owned company with affiliations to McCann Erickson had been
operating since the late 60’s accounts were Coca-Cola, Neal, Welcome Pharmaceutical, The Nasco
Group (the second Biggest accounts). They were the top 3 advertising agency in Nigeria.

Shobanjo who had started a career in broadcasting moved from radio to advertising, seeing a future
for advertising, he left broadcasting and joint Grant Advertising in 1977. The company trained him and
soon rose to be on the board of a reputable advertising company, The Deputy Managing Director of
Grant Advertising.

Shobanjo, a man driven by excellence and passion asked question why Grant Advertising after 7
years, still remained NO 3. ‘Why can’t we be the NO1 Advertising Agency in Nigeria? It wasn’t enough
to receive Nestle, Coca-Cola materials and place them.

This disruption gave birth to the 2nd generation advertising agencies with a total marketing
communications approachable, who has been a pioneer of great ideas for the past 25 years.

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A survey of the nations marketing landscape today shows that the agency in partnership with most of
the brands that hold the ace as far as the creation of constant marketing excitement.

Portfolio

• Incorporated in 1979, began operations in 1980.

• Changed the advertising landscape in Nigeria.
• Pioneered the era of second generation advertising.

Affiliations

• Affiliated to Bates for 12 years.

• In 1996 joined the Grey world-wide family.

Billings - No.1 in Billings.

Ratings

• Has been consistently been No 1 for the past 10 years

• No.1 in processes and systems.
• No.1 in manpower development.

Size - Over 200 Staff

Accounts

Nigerian Breweries (2000)

• Corporate
• Gulder
• Legend
• Amstel Malta
• Heineken
• Nestle Milo (1983)
• GlaxoSmithKline (1997)
• Lucozade Boost
• Ribena
• Andrews Liver Salt
• Macleans Toothpaste
• Indomie (1991)
• PepsiCo (1991)
• Pepsi
• 7Up
• Mirinda
• Mountain Dew

Feats:

• Handles the most diversified and active account portfolio in the country’s advertising Industry

• Created the 1st Reality TV campaign in the country for the re-launch of the Gulder brand

• Noted for its enduring brand growing campaigns that have transformed several brands from

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 market obscurity to the pinnacle of consumer loyalty e.g. Indomie noodles, Samsung, Milo

The TROYKA Group

• Insight Communications - Advertising

• The Quadrant Company - PR
• FK: G2 - Exp. Mktg.
• All-seasons MediaCom - Media Independent.
• Media Perspectives - Media Independent.
• Optimum Exposure - Outdoor Advertisement.

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Rosabel Leo Burnett
Founded by the three musketeers, 27 years ago Chief Akin Odunisi, present Chairman; Tunde Delaja
who resigned from Cadbury to join Rosabel the present MD and Steve Omojafo and is now the
present Chairman of STB McCann.

Affiliation- Leo Burnett 1998

The Affiliation brought in accounts such as Always P&G) with 12 million naira retainership. The
International Agency handles creatives, while locally they do placements (above the line) and handle
tactical advertising such as promo and events. Golden sparks is another added bonus.

Latest Accounts

• Globacom group (2006),UBA STB ( billings over half a billion)

• Cadbury- Bournvita ( 650 million budget); Tom-Tom (50 million Budget)
• Golden Sparks
• Always ( 12 million Naira Retainership)
• OANDO Plc
• Berger Paints
• V -Mobile ( retired 2006)
• Dunlop Nigeria Plc
• Procter & Gamble
• First Trustees
• Flour Mills of Nigeria
• Fountain Trust Bank
• Futures group, Europe
• JVC Electronics, Nigeria
• Guinness Nigeria Plc
• Warm Spring Waters Nig. Limited
• Fan Milk Plc
• UACN Properties Limited
• Nigerian Distilleries Limited
• Mobil Producing Nig. Limited
• SKG - Pharma
• Nasco Foods
• Toyota Nigeria Limited
• UAC Foods
• 1st bank (retired to PG)

Accounts Resigned

• V-mobile was considered no more profitable

• 1st Bank was lost to Prima Garnet

Size: 90

Ratings
Been consistently on the 6th position for the past 5 years.

Feats:
• The laurel Seamen’s aromatic Schnapps campaign was a huge success which created brand
awareness and has become a household name used for nearly all traditional ceremonies all
over Nigeria.

20
 • The re-engineering of 1st bank in the late 90s which coincided with 1st bank celebrating
100years

• The repositioning of Bournvita in the Nigerian market

• Won the Globalcom group account

The Rosabel Group

• Rosabel Advertising - Advertising Agency

• Leo Direct - Direct Marketing
• Edison Ross - PR/Event
• Starcom Media - Media Independence

21
The Birth of the 3rd Generation
The 3rd generation is an offspring from the 4th generation mostly art and client service directors who left
Insight Communication to start other agencies.

These Agencies are top 5 and are affiliated with renowned International Agencies World-wide. They
have made history in Nigeria for certain innovation in the Industry for the 90’s and the millennium.

TBWA
'Disruption'

“We are not in the business just to do what other people do, WE are in the business to do
Something different. MD /CEO TBWA”

You cannot separate the two words TBWA/Concept with creativity. The DNA of TBWA Concept is its
creativity, Lere Awokoya the MD of TBWA/Concept is the creative inspiration behind the modern -day
classic advert copy for MTN.

Lere had his 1st degree in applied creative Advertising in the University of East London and enrolled
from CAM foundation certificates in Advertising, Marketing Communication, media service. He worked
for Ogilv y Benson & Martha as a visualizer in Nigeria and left in 1982 for Insight Communication in
1983.

He Left Insight to form his own agency Concept Unit in 1985 with Kayode Idowu who was the art
director in Insight grey.

Affiliation- TBWA

The agency is affiliated to TBWA, but is directly to TBWA/ Hunt Lascaris in South Africa. TBWA is a
member of one of the largest marketing communication groups called OMNICOM. It has in its group
other large agencies like DDB, BBDO, PR, Events and a Direct Marketing Company.

TBWA is a world renowned for its creativity and continues to win creative awards in all contents.

The Big Idea, Disruption and Connectivity have become synonymous to TBW worldwide.
The Big Idea takes root and strength from thorough understanding of the consumers Insight, cultural
nuances, needs and aspirations which is channeled through Disruption where the Big Idea is borne
and comes to life through the tool Connection-Neutral Channels.

The affiliation gave them an upper edge for the MTN pitch in 2001, since Hunt Lascaris South Africa is
the agency for MTN South Africa. They were able to give detailed information for the brand MTN.

Accounts
Present Accounts:

New Clime, MTN, Virgin Nigeria & Virgin Atlantic, Discovery fund, Lagoon Homes Saving& homes Ltd,
UBA, Society for family health

Size: 70

22
Billings

• 2002-1.5 billion naira(Solely MTN);

• 2003: above 1 billion naira ( Sharing MTN account with Saatchi & Saatchi),
• 2004 - 750 million naira
• 2005- 956 million naira

Ratings

2nd place consistently from 2002-2005

Feats

• TBWA herald in MTN and successfully branded MTN in the Nigerian Market as the superior
network with networks all over Nigeria.

• MTN’s image positioning was as a symbol of enablement and a tool of empowerment.

“Transition from repression to freedom”

This was the thinking behind the 1st corporate campaign, the copy- Be what you want to be,
Go where you want to go, achieve what you want to achieve. An original creation of the
agency’s creative team.

• Another MTN feat was the consistency use of the MTN’s yellow all over Nigeria which became
a cultural symbol for the telecommunication Industry in Nigeria and others followed the trend.

• The successful Virgin Atlantic Campaign portraying the Virgin traveler typified by the dressing
with his Nigerian passport conspicuously protruding out of his pocket his ticket. This particular
campaign won so many awards.

Fall backs

The forecast for 2006 has not been too pleasant ,TBWA lost two great accounts, 1st the Virgin group,
sadly the MTN account which contributed 70% towards there billing.

This will definitely affect there ratings for 2006.

The IMS Group

• TBWA/Concept Unit
• Tequila 1 ( Direct Marketing)
• Tequila 2 ( Events)
• Media Reach
• Studio 77(production)

Tequila Events

• Handles all major events for MTN

• The launch of Guinness smooth 2005- Handed the hardware; Equipment, Stage & Lightning

23
Media Reach

• Handles all Outdoor, from media strategy to media placement for MTN PAN Nigeria.
• Accounts: GSK (Ribena, Lucozade)

*The group dissolved 2006 and they now operate independently*

24
Center-Spread/FCB 1986
An integrated marketing company formed 20 years

Accounts

• Lotto Nigeria (levels go change 2005),

• Cussons,

• UAC supreme Ice-cream (split between SO&U)

IPOS
Prudent Bank, All States Bank (1.2billion), Skye Bank

Affiliation

• Affiliated to Fonte Cone Belding

Size: 90

Ratings

• Has been on the 5th position until 2005 was positioned either 2nd or 3rd place.

Billings

• Approximately 4 billion naira billings for 2005 due to massive IPOS

Feats

• highest number of IPOS with extensive marketing budgets 2005

25
DDB Lagos 1989
Brief History

'The Enemies of the ordinary'

Since conception in 1989 as Casers, it has proven to be unconventional in tradition and culture.
Enyi Odigbo, a zoologist who exchanged his course for marketing has been a pioneer of
innovative ideas in the Industry and successfully led a team which solely won the coveted MTN
account. Already DDB has become a beehive for the media with its recent feat.

Affiliation- DDB 2004

Formerly Known as Casers was laid to rest; adopt a new Name DDB Lagos, 2003. DDB Lagos, a
member of DDB worldwide, the second largest advertising network in the world with global
network of over 206 offices within 96 countries has this belief that brilliant ideas can achieve
extraordinary results.

We believe that great companies and their brands are built on a “Compelling Truth.” An idea that
is powerful, actionable, and appealing. A foundation that ensures every choice, every word, every
action, delivers a great customer experience'- Founding Father Bill Bernbach

Accounts
Past and present

Past:

Globe Motors, Aluminum City Ltd, 1st Aluminum Nigeria Plc, Namitech, Cellcom, Linkserve,
United Bank of Africa, FSB, Citizens International Bank, Manny Bank, Omega Bank, First Atlantic
Bank, Daily Need

Present: Diamond Bank First Interstate Bank, Globacom, Onne Oil& Gas Free Zone Authority

International Accounts:

NDC Campaign, Republic Ghana, Shell Petroleum Development, LG Electronics, Sony , Emirates
Airline, Air France, Dell computers, Daimler Chrysler, United Biscuits, Energizer Batteries,
Johnson & Johnson, Euromoney, Moneygram,MTN

Latest Accounts

MTN, PZ

Size: 45

Billings

• 2003 -0.5 billion,

• 2004- 0.6 billion,
• 2005 - 1.5 billion

Ratings

• 2003-2004; 7th position

26
 • 2005: 3rd position

Feats

• Repositioning of Diamond Bank Identity with a corporate campaign entitled "Empowering

Ideas'- 2005, has won several awards.

• Won the coveted MTN Account for 2006 which has the highest marketing communication
budget . Estimated to be 2.5 billion naira.

This will definitely push DDB to either NO.1 or 2 in ratings

Casers Group

• DDB Lagos
• HKLM
• Media

Awards

BMA AWARDS

BEST PHOTOGRAPHY, BEST USE OF ART, BEST USE OF COPY- CLIENT:

MERCEDEZ BENZ

Watch out for DDB- Uncomfortable with the comfortable

27
The Birth of the 4th Generation

This generation is an offspring of 2nd and 3rd generation that has given rise to agencies with
international affiliation world-wide.

Top ten in the Industry with pioneering leaders for the Industry.

Prima Garnet Ogilvy 1992

Prima Garnet came into operation on January 6. 1992 with a view to improving existing services, and
helping viable, responsive economy. Due to its flexible management style, mode of operation and
welfare package which is among the best in the industry, have continue to attract a crops of some of
the best practitioners in the industry to the agency.

This has impacted positively on the creative prowess of the agency since inception through the 90’s
and 2000 was no exception and has determined the choice of selected clients the agency works for.

Lolu Akinwunmi, Managing Director, came into advertising in 1982. The Lintas Communications
alumnus was at another time with Promoserve from 1988 to the point of forming his agency. Other
members of the crack team include Tunji Olugbodi, client service director, Shola Olabanji,
cerative/production service director, Tony Ahamioje, associate director media.

Affiliation: Ogilvy & Martha

Prima garnets affiliation is Ogilvy & Martha (O&M) Worldwide, which has 10% equity stake. O&M is
one of the largest networks with over 450 offices in nearly 115 countries. O&M is owned by WP, which
is the largest global communication group.

Present Accounts:

• Unilever (Corporate)
• Coca-cola (corporate)
• Sprite
• Fanta
• Coke
• Royco- Royco Festival
• Sage, gsk, Fidelity, Lagos lottery, Nestle, Oando Multi-Choice, MNET, 1st Bank, Coca-cola,
Sona Breweries, Nichemtex, ABC, Churches Chicken, Dataflex

Size: 74

Billings:

Ratings: Consistently been 5th position for the past 5 years.

Feats

• The repositioning of 1st bank Identity above the line gave a new identity for !st Bank. No more
perceived as the old generation with dogmatic ways of doing things, but a leader with
experience bringing in ground-breaking solutions in the Banking Industry.

The Prima Garnet Group

• Prima Garnet Ogilvy

• Lampost-Events

28
• Media share- Media
• 141 Worldwide- Marketing Communication firm
• Cutter Ogilvy- PR
• 1st Direct- Direct Marketing

29
SO &U Saatchi & Saatchi
Gbemi Sagay the CEO of SO & U and past president of AAAN 2001was the Creative Director in
Casers (now DDB Lagos) left to form SO & U with Udeme, the MD and Oku.

The past president 2001 Association of Advertising Practitioners of Nigeria, as one of the gladiators of
the advertising industry is expected to call the tune for the practitioners and lift the industry to an
enviable position.

The agency, which is poised never to rest on its oars, intends to stay curious, courageous and to
continually set new targets of achievement.

The agency is reputed to be one of the best creative agencies of the 90s and 2000. It is set to achieve
a new peak of qualitative communications to better the lots of its clients.

Affiliation- 2000

Affiliated to Saatchi and Saatchi World-wide

Accounts

• Proctor Gamble
Vicks, pampers, Ariel Soap,

• Guinness
Maltina Guinness, Guinness Stout, Guinness Smooth

• Banks
Citizen Bank (IPO),NAL Bank(IPO), Access Bank

• UAC
Mr. Biggs-Supreme Ice-cream (=N=800 million Budget)

• Dangote Group

• MTN (retired 2006)

Ratings
Consistently been on 3rd position for the past 5 years.

Size: 90

Feats

The ‘Life is beautiful Campaign - Shall we dance 2005

Fall Backs
Lost the MTN account to DDB Lagos

30
BatesCosee 1995
An Integrated marketing services company, established in 1995 that has overtime taken a media-
neutral customer -centric , integrated approach to solving communications problems.

Affiliation

Affiliated to Bates Worldwide a WPP company, one of the worlds largest communications network with
a multi billion dollar turnover per annum and a world wide creative reputation.

Accounts

Old Accounts

BAT, Globacom, MTS First Wireless, UBA, Klin Detergent

New Accounts

Virgin Nigeria

Ratings

Rated amongst the top 12 agencies and falls in between 8th and 10th position

Feats
Won the coveted 500 billion naira Virgin Group, 2000

STB-McCann Erickson

Steve Omojafor one of the founding members of Rosabel was asked to start STB McCann 15 years
ago is now presently the Chairman. Currently the MD is Rufai Ladipo.

The managing director whose agency STB McCann, is among the few agencies which has a meteoric
rise both in business profile and structure on ground.

Accounts

• British Airways

• Nestlé

- Nestlé Coffee
- Maggi Cubes

• Coca-cola (resigned account 2006)

• Peugeot

• United parcel Service

• Johnson & Johnson

• Mobil

• Econet Wireless (one of the 1st agencies to work with Econet)

31
Affiliation

Affiliated to MCAAN Erickson 2001which is a global brand has made spectacular success world wide.
In places like Europe, Britain, America, and parts of Africa, Universal McCann is said to have changed
the face contemporary media planning, buying and tracking. To do the same in Nigeria, the outfit is
putting in place a system built on time tested research tools as well as analytical and computer based
methodology such as the Media in mind (MIM) tool.

The target of Universal McCann is to be No. 1 and the most powerful agency in Africa in terms of
efficiency and effectiveness.

Size: 100

Ratings
Falls in the top 12 agencies

Feats

• Famous for the Coca-cola campaigns in the 90’s

• The launch of 35cl in the middle 90’s
• The launch of the 50cl in the middle 90’s

32
The birth of the 5th generation
The ongoing political, social and economic reforms introduced by the present civilian administration
over the last 7 years, has created new challenges for several companies to re engineer there brand
identity presence to become global. This created a gap in the industry.

The gap in the Industry gave rise to a new era, the birth of the 5th advertising agencies in the
millennium, the brand consulting firms which herald in the Branding era, ‘building a strong brand
presence in a cluttered market place using very strong communication tools.

The Alders changed the Advertising landscape; building brands and repositioning brands to become
more visible with powerful brand identities over time seizing leadership in various categories.

Outsourcing to smaller brand communication firms is now a latest trend; smaller firms are now being
hired to take other responsibilities in companies with large portfolios.

We also see the invasion of brand consulting firms from South African in Nigeria filling the gap and
affiliating with design firms in Nigeria to have a stronger base in Nigeria.

USP Communications 1998

USP Communications, one of the 1st brand consulting firms have worked on projects such as ‘Brand
Nigeria’- Titled , ‘The Heart of Africa’ and presently is working with Intercontinental Bank.

It commenced operations March 31st 1998. The trio: Muyiwa Kayode, managing director, Kunle Ajose,
head of creative and Dada Ajai-Ikhile, head of media set up this versatile creative agency.

Incidentally the trios are alumni of Prima Garnet.

Right from the first year, the agency had sent the signal that, it’s an agency to be held serious by the
industry.

Mr. Gbemi Sagay - The SHOPS 1998

Mr. Sagay started his advertising career with Geo Communications moved to Insight Communications
and later SO&U. He left to partner a friend and colleague to form SHOPS Bankole Sagay. He finally
berthed The SHOPS, which commenced operation March 1998.

Due to Mr. Sagay fertile mind and open head in the industry, the three times receiver of AAPN
accreditation certificate for three different agencies : SO&U, Shops Bankole Sagay and most recently
The SHOPS got his new Shop affiliated to Graphic Arts Technical foundation (GATF) Sewickley,
pittsburg, USA.

Its portfolio consists of the following: Chevron, A&G insurance, Metropolitan Merchant Bank, Liberty
Merchant Bank etc.

33
Alder Consulting 2000

Branding has become commensurate to Alder, one of 1st branding consulting firms in Nigeria.
Lekan Alder a lawyer by profession turned a brand practitioner is the brand rainmaker for the early
millennium.

One of his earlier brand consulting jobs was Bond Bank; new to the Banking Industry made history as
the Future Bank for the young and urbane, business professional.

Bond Bank distinguished itself from other banks with a powerful external communication riding on
brand ethics; integrity and excellence, but regrettably weak internal communications, which caused the
short life span of the brand.

Sadly, Bond bank could not make the 25 billion IPO; they are now part of the Skye Bank merger.

‘Beyond Dry-cleaning’ was a successful campaign theme used for its client, Garment Care; A Dry
Cleaning Service Company with roots in England, trying to distinguish itself for the topnotch in the
Nigerian Market.

The use of abstract imagery was employed to convey class. The adverts were very impactful and the
copy has become today’s cliché used by other agencies; ‘Beyond Beauty’, ‘Beyond Banking’, ‘Beyond
Whatever You Name it ’.

Alder worked together with USP on Brand Nigeria 2004 Titled -‘The Heart of Africa’, An Image
programmes promoting the Country’s national brand at the same time addressing the negatives.

Lekan Alder is truly a brand advocate and has raised the standards in the Industry.

Take a visit to alder-consulting.com too see more about Alder.

It is a brand that has distinguished itself from the ranch.

Tunde Thani - Explicit Communications

‘The small agency that thinks big’.

Needless to say that such an agency can only be limited by its imagination. Big multi-national like DHL,
LNG, Siemens etc. have found their integrated marketing communications needs being met by this
small agency with the big ideas.

Its goal is to be the information driven leader in the advertising industry not in terms of size, but in
terms of superior service delivery, profitability, staff welfare and return to stakeholders.

Tunde Thani managing director was the past assistant publicity secretary of AAPN 2001 with many
years of industry experience in his favor and a demonstrated client service prowess along with good
management style.

One4 One Worldwide 2005

With the demands of the BAT Account, Prima Garnet set up a marketing communication firm, last
year, One 4 One Worldwide to fully service the account.

One 4 One Worldwide is gaining grounds in the competitive industry with the success of its recent
campaign ‘Red Hot’, MTS wireless.

The MD, Mrs. Bumni Oke the MD of One4 One worldwide worked in LTC as the client Service
Director.

34
HKLM Lagos 2005

With the ongoing reforms in Nigeria, Companies are repositioning themselves for the global market.

Harwood Kirsten Leigh a South African Brand Consulting firm has facilitated in building powerful brand
Identities for Nigerian Brands such as the Globacom Brand, an Indigenous Telecommunication firm,
proudly Nigeria and Conoil; gaining strides in the down stream sector, Oil & Gas Market.

Last year, HKLM partnered with CDC, a Design Consulting Firm (the sister company to DDB Lagos)
recently opened its doors to the Nigerian public.

It is Officially known as HKLM Lagos.

Mr. Wale Adedotun the past MD of CDC is the present MD of HKLM Lagos.

HKLM Lagos has registered its mark with the branding of PHB and recently the on going branding
project of FCMB.

Its rival, Enterprise IG a South African Brand Consulting firm has not physically registered its
presence in Nigeria but has successfully carried out branding projects for Nigerian Corporations such
as OANDO, Guaranty Trust Bank, 1st Bank and Access Bank.

35
 Ratings Of the top ten Ad agencies

Agencies 2000 2001 2002 2003 2004 2005

Insight Grey No1 No1 No1 No1 No1 No1 Over

4billion naira
billings

TBWA/ No2 No2 Above No2 No.2

Concept 2.2billion
Naira 1billion Naira 956 million
naira

SO&U No3 No3 No3 No3 No3 No3

Saatchi &
Saatchi

Lowe Lintas No4 No4 No4 No4 No4 No4

Prima Garnet No5 No5 No5 No5 No5 No5

Ogilvy

CenterSpread No5 No5 No5 No.5 No5 Moved to

FCB No2/No3

4 billion Naira
billings

Rosabel Leo No6 No6 No6 No6 No6

Burnett

DDB Lagos No7 No7 Moved to No4

0.5 billion 0.65 billion 1.5 billion naira

naira billings naira billings billings

BatesCosse Btw No8-10 Btw No8- Btw No8-10 Btw No8-10 Btw No8-10 Btw No8-10
10

STB McCann Btw No8- Btw No8- Btw No8-10 Btw No8-10 Btw No8-10 Btw No8-10
10 10

*The ratings are judged by billings*

36
Top 12 Agencies- AAAN

1. Insight Grey

2. PrimaGarnet Oglivy

3. DDB Lagos

4. Rosabel Leo Burnett

5. STB McCann

6. SO&U Saatchi& Saatchi

7. Bate Cosse

8. Lowe Lintas

9. Centerspread/FCB

10. TBWA/Concept Unit

Listed not according to ranking

37
Pitches 2005/2006
Virgin Group /Pitch

The Fumni Onabolu-led BatesCosse has emerged winner of the recently concluded second round of
the Virgin Nigeria advertising account. BatesCosse beats incumbent account handler , TBWA/Concept
unit on the three month old pitch is at the stage of finalizing agreements with Virgin Nigeria
Management, through yet to receive an official letter as the winner of the pitch for the close toN500
Million Virgin Nigeria business.

According to the brief given to agencies prior to the pitch based on its outstanding performance on the
Virgin Atlantic brand and the urgency to begin campaign for Virgin Nigeria.

Out of the seven advertising agencies, initially invited for the pitch , six presented. Agencies invited
include: The incumbent agency TBWA/Concept, SO&U Saatchi and Saatchi, DDB Lagos, BatesCosse,
Prima Garnet/Ogilvy, and Center-Spread/FCB. DDB was unable to make presentation due to
closeness of time to the MTN pitch. Finally the agencies were narrowed down to two, TBWA and
BatesCosse which were short listed for the grand finale. BatesCosse emerged winner

MTN Events Pitch

Indications emerged the event management account for MTN Nigeria, which presently resides with
the EXP Momentum and Redsky Events (formally Tequila) would be thrown open soon as top events
outfits in the country are already getting set for another round of energy-sapping struggle fort he event
business. The MTN Nigeria event is estimated at about a billion annually.

The incumbent on the business, EXP Momentum and Redsky Events are amongst the outfits being
considered for the pitch. Sources further revealed that other likely contenders for the business are
FG/G2, SoulCom Events and two other events outfits yet to be confirmed as at press time. FK/G2 is
the event arm of the Biodun Shobanjo-led Troyka Group, while Soulcom is the Event and Pubic
relations subsidiary of SO&U Saatchi and Saatchi led by Udeme Ufot.

The search for MTN event account handlers dates back to MTN’s pre- roll out days when it initially
handed the account to now moribund Marathon Events that was floated in 2001 as an affiliate of
Octagon Events, the event agency handling MTN Events in South Africa.

The gradual exit of Marathon Events and its eventual demise came as a shock to MTN. Marathon that
was a flying agency working also for Multi-Choice and some Nigerian Breweries PLC’s brand like
Gulder, Maltina and Amstel got the last hit when the chairman of the company reportedly scrapped the
company.

After the demise of Marathon Events, South Africa’s Mpitzo Maharapa who was seconded from
Octagon South Africa ot Marathon events before it’s demised floated ESPM with the aid of Nigerian
investors like Athletic Federation of Nigeria (AFN)’s president Dan Ngerem, tidied up the octagon
affiliation, and some young staff of Marathon Events and ESPM began work as the second agency to
handle event for MTN

Based on past experience, MTN was no longer comfortable with one agency, hence the pitch that later
brought Tequila even (now Redsky) and Bates Cosse’s Town Criers on the MTN’s event. Tequila was
handling town launches, Cosse was handling internal lunches while ESPM was saddled with the
responsibility of handling every other businesses.

38
MTN Corporate

The MTN account advertising pitch is the hottest account worth 2.5 billion just for advertising
alone.

The pitch started with eight agencies to pitch for the predominant MTN account last year
December 2005. The agencies invited were the two incumbent’s on the business, TBWA/Concept
& SO & U Saatchi & Saatchi, Prima Garnet, DDB Lagos, LTC, Folio and CISS. Unfortunately only
four agencies qualified for the second round.

Meanwhile, the second round of the MTN Nigeria advertising pitch began some months ago,
when the last four agencies made their presentations, after submitting their agencies credentials
earlier in the week to the MTN Nigerian team, which comprises of Nigerian and South African
officials of MTN.

The four agencies in the next round include: the two recent on the business, TBWA/Concept and
SO&U Saatchi and Saatchi. DDB Lagos and LTC also made the list of the finalists. CISS, Folio
and Prima Garnet, that were part of the first round, could not move to the next round. Thought, it
was gathered that the pitch was very competitive as all agencies involved performed brilliantly,
but the four chosen had an edge over the three that lost out.

Finally the pitch has come to a grand finale; the two finalists were DDB Lagos and LTC. DDB
Lagos emerged winner. It was reported that the pitch was not all about wooing creative work but
more on the brand strategy which hit the nail on the right spot; the clear-cut brand channel that
will communicate the brand correctly to its consumers. This was the strategy DDB Lagos brought
on board that finally wrapped up the pitch.

Other Accounts

Coca-cola a has been with STB McCann from inception, unfortunately lost the account to PG.

The Wamco Account - Peak milk is battling with two agencies Lowe Lintas and Rosabel.

39
Advertising Agencies

• Advertising Techniques Limited

• Advertising Place Limited
• Bluebird Communications Limit
• Campaign & Concept Limited
• DKK & Associates
• Campaign Services Limited
• DDB Lagos
• Centrespread FCB
• Comex Limited
• TBWA/Concept Unit
• C T & A Associates Limited
• Cardinal Concept Limited
• Dawn Functions Limited
• Eminent Communications Limited
• Explicit Communications Limited
• Franchise Communications Limited
• BateCosse
• Hunters Advertising Limited
• Insight Communications
• Lawson Thomas & Colleagues
• Lintas Limited
• Magnum Gold Limited
• Martlink Limited
• Goals & Ideas
• Mediaplus Limited
• Meryt Advertising Limited
• Novitas Advertising Limited
• Nucleus Marketing Company Limited
• Eagle Eye Communications Limited
• Ad Concepts Limited
• Palcomms Limited
• Prima Garnet Limited
• Adstrat Communications Limited
• the house of xpressions Limited
• Richland Communications Limited
• Rosabel Advertising Limited....Click for more
• First Marketing Communications Limited
• UB 40 Advertising
• S O & U Saatchi & Saatchi
• STB-mcCann
• Sunrise DMB & B
• Tanus Communications Limited
• Concepts Solutions Acme
• The Shops
• Total Marketing Communications Limited
• TWT Communications Limited
• Eagle Eye Communications Limited
• Zepol Advertising Limited

40
Outdoor Advertising

• Abiok Publicity Limited

• Adspace Communication
• Afromedia Limited.
• Charella Nigeria Limited.
• Colour Image Publicity
• Corporate Media Limited.
• Folham Nigeria Limited.
• Unik Sites. Moving Media Limited.
• Allankeen Publicity Limited
• Perfect Sites Limited
• Tonas & Associates Limited.
• KTFB Ltd.
• Marketing + Media Limited
• Royal Communications Limited.
• Media Link Limited
• MediaWorth Limited.
• Mediaserve Nigeria Limited.
• Glocal Trends
• Optimum Exposures Limited
• Outdoor Communications Limited.
• Maine Ventures Limited.
• Outdoor Image Makers Communications Ltd
• StandOut Advertising Limited.
• Zenith Advertising Limited.
• Media Views Limited

Top 4 Outdoor Advertising

• Optimum Exposures
• Marketing + Media
• Afromedia
• Media Link

Listed not according to ranking

41
Optimum Exposures
History

The company was incorporated and started business in 1984 under the name "KLINSITE
OUTDOOR SERVICES LIMITED" mainly to provide conventional outdoor advertising services to
various clients and advertising agencies. The first eight years of operation was enough time for
the company to grow and become the second biggest outdoor advertising company in Nigeria.

However in 1992, the board saw a need for a radical change in focus due to the yearning of
clients for innovative outdoor practice. That coupled with some setbacks the company suffered
led to the change in name to OPTIMUM EXPOSURES LIMITED, total re-organization and a
complete change in focus. All these have launched the company into entirely new outdoor
advertising multimedia company.

Optimum Exposures has become known and respected as an innovative company in the Nigerian
outdoor advertising industry. This achievement was made possible by the company's huge
investment in Research and development of new outdoor advertising and display products
coupled with our belonging to a foremost Marketing Communications Group - The Troyka
Holdings

Technical Affiliation

• Metro-Media Technologies (MMT), USA

• Action Graphix, USA

Clients

• Coca cola, West Africa Milk Company

• MediaReach
• Rothmans and Dunhill
• First Bank Plc
• Coca cola
• Nigerian Breweries
• Unilever Plc
• Guinness Plc
• CAPL - Dulux
• NICON
• NASCO Group
• Equitorial Trust Bank
• Diamond Bank
• Daewoo
• 7up Bottling Company
• Oceanic Bank
• Honda Nigeria
• Intercontinental Distilleries
• Ecobank Plc
• Churchgate
• Briscoe Graphics
• Gocuz Limited
• Hyundai Motors
• Sona Breweries
• Nigerian Bags Manufacturing Company

42
• Continental Pharmaceuticals
• Universal Trust Bank
• Nigeria Distilleries

Marketing+ Media

• Established in Nigeria since 1989 (formally as TOE & Associates), incorporated in 1993.
• Chartered Marketing Practitioners and 100% Nigerian
• Board consists of reputable, young, dynamic and technically educated professionals.
• Parent Company:
• Luzo Limited Technical Partners: ASSAY Inc. Michigan 20500 Balfour Road Harperwood
N148225 Michigan,U.S.A.

Service Mix

• Creative Design & Development

• Billboards m- Regulars (40 sheet, 48sheet, 96 sheet and Rooftop)
• Billboards - Spectaculars (Unipole, High Rise 96 - sheet)
• Billboards -Electronics (Backlit, Ultra vision, Ultra wave, etc)
• Wall space
• Bridge Panels

Clients

• Insight Communications-(Pepsi, Econet, Legend & Indomie)

• All Seasons Mediacom-(Total, Malta Guinness, Guinness stout, Ribena, Lucozade Boost)
• DDB Lagos(Sony, Elpina, McVite, Mercedes Benz)
• Media Reach-(Benson & Hedges)
• Technical Committee on Privatization-(South East States)
• Lintas/NBL-(Star)
• Guinness-(Gordon spark & Malta Guinness)
• Samsung(SIMS/FMC)-(Electronics)
• DKK-(Tantalizers)
• Nestle Nigeria Plc-(Milo, Nescafe, Nutrend, Golden Morn and Cerelac)
• Far East Mercantile-(Ignis, Fridgidaire, Duracell & Firestone)
• 1st Bank Plc-(Western union money transfer)
• MediaPlus International Limited
• Media Reach-(Benson & Hedges)
• Global Bank
• Finacorp Building Society
• Intercontinental Bank
• Fortune International Bank

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Independent Marketers
•MediaReach

•All Seasons Mediacom

•Starcom Media

Starcom Media
History

•Starcom Media Services was established in October 2000.

•Starcom is a member of Rosabel Leo Burnett group led by Mr. Tunde Adelaja.

•Starcom Media Services Nigeria is an affiliate of Starcommmediavest - a member of Publicis

Groupe Worldwide.

•Starcommediavest is one of the largest media agencies in the world with 110 offices in 76
countries.

•Starcom Media is a frontline member of MIPAN - Media Independent Practitioners Association of

Nigeria led by Ayo Oluwatosin, the current president of MIPAN.

Services and Capabilities

• Media Management

- Technology enhanced media planning

- Value yielding buy

- Skilled media negotiation team.

•Media delivery and compliance Management

•Media consultancy in strategy/planning

Clents

• Procter & Gamble

• Nestle Nigeria Plc

• V-Mobile

• UAC Group

• Ibera Airline

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• Warroom

• Chi Nigeria Limited

All Seasons Mediacom

History

•All Seasons Mediacom is a member of the Trokya group led by Mr. Biodun Shobanjo.

•Mediacom Nigeria is a member of Mediacom Worldwide, which is a Grey brand specialist media
agency.

•Mediacom is a specialist Media agency and is one of the largest in the world with offices in 76
countries.

•Mediacom Nigeria is the pioneer of Media Independent concept in Nigeria.

•Mediacom is an active member of MIPAN - Media Independent Practitioners Association of

Nigeria. It is the biggest and the most robust media independent outfit in the country both in
terms of size, business composition and billing.

•Mediacom Nigeria is the biggest and best Media Independent in West Africa Offering the best
capability and clout for media planning and buying..

Nature of Business

•Media Planning - Research, Software (Telmar, Media Star), Hardware tempered with common
sense

•Media buying - Media selection and buying maximizing GRP, minimizing cost (CPT)

•Media Inventory Management - Managing complex media mix

•Agency of Record (AOR) - An agency that purchases media time or space for another agency or
a group of agencies or clients.

Clients

•Friesland Foods

•Nestle Foods Plc

•Virgin Nigeria

•Jagal Pharma Ltd.

•Nokia

•Bank PHB

•Brian Munro - Johnie Walker & Bailey

•Profontis - Nutri-C

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•Central Bank of Nigeria

Public Relations Companies

• Corporate and Financial

• CFO & Associates Limited.

• SDI & Associates Limited

• The Quadrant Company Limited

• Tpt International Limited

• CMC Connect

• JSP Communications Limited

• Taijo Wonukabe Limited

• Image Consultants Limited

• Mindshare Communications Limited

• PR Direct Limited

• Pulse Marketing Communications Limited

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The top fifty individuals that have contributed immensely to the development of
advertising practise in Nigeria.

Mr.Biodun Shobanjo - Insight Communications Limited

Chief A.I. Omisore - Outdoor Communications Limited

Mr. Steve Omojafor - STB McCann

Chief Akin Odunsi - Rosabel Advertising Limited

Mr. Lolu Akinwunmi - Prima Garnet

Mr.Ayo Oluwatosin - Starcomm Media

Dr. Ken Onyeali - All Season Mediacom

Mr. Muyiwa Kayode - USP Communications

Mr. Ladi Sole - Unik Sites Limited

Alhaji K. Olasode - Abiok Publicity

Mr. George Thorpe - Tequila

Mr. Sunkanmi Ajiboye - Martlink

Mr. Chukwuma Moemeke - Railad

Mr. Remi Adetayo - Moving Media

Mr. Tokunbo Modupe - TpT International Limited

Mr. Chris Doghudje - Zus Bureau(Adnews Journal)

Mr. Jide Akinpelu - Allankeen

Mr. N'nemeka Maduegbuna - Corporate & Financial

Mr. Yinka Adepoju - Royal Communications

Mrs. Benedicta Upaa Ayede - The Quadrant

Mr. Chris Parkes - CPMS

Mr. T.O.E. Ekechi - Marketing & Media

Mrs. I.P. Onukwuba - NAS

Mr. Akin Ire Olopade - Afromedia

Mr. Victor Jonhson - First Kilimanjaro

Mr. Sesan Ogunro - Eminent Communications

Mrs. Bola Thomas - LTC

47
Mr. Ayo Owoborode - Palcomms

Mr. F.B. Akinbobola - Medialink

Mr. Tunde Adelaja - Rosabel Advertising

Mr. Bode Liadi - Hunters Advertising

Mr. Lere Alimi - Optimum Exposures

Mr. Emmanuel Ekunno - Advertisers' Association of Nigeria

Mr. Adegoke Kester - Hunters Advertising

Mr. Lere Awokoya - TBWA/ Concept Unit

Chief S.O. Makinde - Adspace

Mr.Jimi Awosika - Insight Communications

Mr. K. Idowu - TBWA/Concept Unit

Mr. J.O. Oduntan - Joemedia

Mr. Kole Ademulegun - MediaLink

Mr. Phil Osagie - JSP Communications

Mr. Busola Williams - Insight Communications Limited

Mr. Tunde Thani - Explicit Communications

Mr. Shola Adegborioye - DKK & Associates

Mr. Charles Chijide - Charella Nigeria Limited

Mr. Jide Lopez - Zepol Advertising

Mr. Niyi Latinwo - Corporate Media

48