Carat Media Fuse Nigeria, a Dentsu Aegis global network has won the
Diageo Guinness multi-billion naira media business in Ghana and Nigeria
after a keenly competitive media contest that pitched topline media
agencies against the other recently.
BRANDINFO gathered that Diageo announced the outcome of the pitch late Monday evening to
all the agencies that partook in the exercise, thanking them for their
interest in promoting its brands.
Agencies that slugged it out amongst themselves for the juicy
multi-billion naira business are, namely incumbent Mediareach OMD,
Universal McCaNN and carat Media Fuse. Although Media Perspectives, a
topline media agency had initially showed up early October when Diageo
top guns first briefed the agencies that were involved in the pitch, the
Ikeja, GRA based media shop later pulled back from the exercise for
strategic reason not unconnected with its eyes very fixed on the
company’s proposed affiliation with Publicis Group which may
automatically give the agency the Nigeria Breweries account.
During the pitch, the three agencies which made three phased
appearances were made to showcase their media skills and competencies in
driving more value for Diageo brands in Nigeria and Ghana markets.
Since the news of the account win broke, it has been jubilation
galore at Carat Media Fuse’s head office located at the high-brow
Oduduwa Crescent, in the Ikeja GRA area of Lagos State.
The mood in the agency which has been quite upbeat since the pitches
were rounded up two weeks ago became jubilant and excited with the final
result announcement especially coming on the heels of a similar win by
Vizeum Nigeria, an agency in its global network, Aegis dentsu when it
defeated OMD Phd to win Arla Foods Dano Milk media business for Nigeria
and Senegal markets.
When contacted on the new account haul, a top official of Carat Media
Fuse who would not give more details however confirmed the story when
he said “yes, we won the Diageo Guinness, media account and we thank God
and the client for believing in us”.
Asked to describe the agency’s plan in moving the Diageo brands
forward on the media front, the official declined, saying, “we are
keeping our game plans close to our chest. The agency which opened shop
early 2014 has become the toast of the industry with multiple accounts
win almost on a regular basis.
The agency recorded a first by becoming the first Nigeria advertising
business in the country that kicked off with foreign direct investment
and has since then continued to record phenomenal growth hauling new
businesses from across all market segments.
Barely ten months it opened shop, the agency won an award recently as the “fastest growing Agency Across Media.
Earlier this year, Dentsu Aegis Network entered into a joint venture
agreement with Media Fuse, thus bringing the Nigerian company into the
strong network of Dentsu Aegis Network brands in sub-Saharan African
including Carat, Iprospect, Isobar, Vizeum and Posterscope all of which
are now major players in Nigeria.
Media Fuse Dentsu Aegis Network is led by the urbane and cerebral
Emeka Okeke, an expert on Africa’s converging media and digital
landscape. He has worked extensively across the West African region,
Nigeria, Ghana, Cameroon, Senegal, Cote D’Ivoire, Sierra Leone, Gambia
and Liberia. He has also successfully head-hunted versatile, young and
vibrant professionals to help him realize and sustain the agency’s
emerging leadership of the Nigerian media market.
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