The Nigerian media advertising sector has been engulfed in titanic
battle as Guinness Nigeria Plc, a multinational brewery company
concludes plans to carry out a review of its media buying agency for its
multi-billion naira media advertising account.
The review exercise which commenced October this year with a
briefing of four top media buying agencies in the country had witnessed
two major pitches.
Agencies that are slugging it out amongst themselves for the media
business that will be in excess of seven billion naira in 2016 are
MediaReach OMD, an incumbent, Carat Media fuse, an Aegis Dentsu’s
network, Media Perspectives and Universal McCann.
However, the pitch exercise witnessed a dramatic and exciting twist
when Media Perspective suddenly pulled out of the exercise after
attending the first briefing session. The Ikeja GRA Lagos based agency
was reported to have cited the imminent actualization of its merger
relations with Publicis Group which may ultimately make it a beneficiary
of the Nigerian Breweries Plc’s media advertising business in Nigeria.
Industry sources said the pulling out of the pitch by Media
Perspective was premature and uncalled for as Nigerian Breweries still
maintain a very strong relationship with its current media handlers,
starcom Ltd and also against the background of the fact that it is only
Heineken that is the global brand in custody of Media vest, a Publicis
Media agency while agencies for other brands on the stable of NBL are
awarded through local pitches. In other words, it was argued that it was
pre-posterous for Media Perspective to have shied away from a juicy
brief in anticipation of an unpredictable outcome.
However, the pulling out of the contest, which did not go down well with the client was said to have left two
old foes and the young Turks in the media buying sector, namely Tolu
Ogunkoya and Emeka Chris Okeke to be at one and the other’s throat in
the fierce competitive battle.
The pitch which was done in two phases saw the three agencies making a
commercial bid where each contestant presented its cost guarantees in
the media, infrastructure, team resourcing, experience and case studies
in the first leg.
This was submitted sometimes November 4th, 2015 three weeks after the bid was opened with a joint briefing session with the client in the Guinness Boardroom.
It was further gathered that the briefing was held in conjunction
with Diageo global and local procurement team as the review will cover
all Guinness Nigeria Plc brands and Diageo brands.
The brand owner which was bent on selecting the best agency organized
the second leg of the pitch last Thursday at a high-brow Hotel on
Adeniyi Jones in Ikeja area of Lagos for the three agencies. It was
gathered that MediaReach OMD first made its own strategic presentation
and was followed by Carat Media Fuse while the last agency to make
presentation was Universal McCann. Each of the agencies was given at
least two hours to make its presentations.
Feelers emanating from the industry reveal that the result of the
pitch expected before weekend may create an upset with a new agency
clinching the coveted juicy jumbo account.
Reliable industry sources say the mood in one of the agencies that
participated suggested a confident posture giving the volume of works
and investments put behind the exercise during the pitches.
Though three agencies were involved in the pitch review exercise, the
competition was said to have been more fierce between Tolu Ogunkoya led
MediaReach OMD and Emeka Okeke’s Carat Media Fuse Dentsu Aegis thereby
fueling insinuations of a probable reincarnation of rivalry between two
old foes locking horns in a major titanic account win contest.
Efforts to get the views of top marketing officials at Guinness
Nigeria Plc proved abortive as at press time. None of the participants
was also willing to comment on the contest.
Nonetheless, events in the next few days will determine which
direction the pendulum swings as the client will likely announce result
in due course.
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