MARKETING COMMUNICATION DIGEST

Let me be clear upfront, it’s not me that thinks so; I am a firm believer in the power of advertising, more so, good advertising rather than the pedestrian communications you see so much of this day. No, it’s not me thinking so, but the many businesses that advertise and the agencies that help them to do so. Of course, there should be howls of protest at this from the advertising industry. Who in their right mind would say that the N97.9b Nigerian advertisers spent in 2015 would be spent if they thought advertising made no difference? Well, first let’s not assume that I am right. Second, let me start to count the reasons why, and please if I have missed any, feel free to include it in the list. So here we go: ·          Very few people, agencies and clients set marketing and communication objectives for the activity they undertake. Except for a sales result, marketing matrix do not seem to matter. And interestingly enough, over th...

Many management consulting firms and technology companies are creating advertising agencies, mostly through the acquisition of agencies that have capabilities in user experiences, digital marketing, design, web and mobile. In the past few years, management consulting firms are ramping up their creative expertise as they are expanding the traditional set of agencies competing for marketing dollars, challenging giants like WPP, Publicis and Omnicom . According to Ad Age magazine, 8 of the top-10, and indeed, all the top 3 ad agencies are not those legacy names that might visit your home nightly with their TV commercials. Instead, they are consultancies like Deloitte, Accenture, KPMG and PwC! Even McKinsey is slowly building an agency arm; and tech companies like Adobe, Oracle and Epsilon have added a service component in the form of an agency to their core product offering. While the holding companies have slowed down their M&A activity of yesteryear, the ...