THE Managing Director of PHD, Mr.
Bayo Adisa, has stated that imbibing top leadership ideal informs the company’s
continued relevance in the Nigerian marketing communication sphere.
PHD is a second line media
company with Omnicom group, one of the largest marketing communication groups
in the world.
Speaking with The Guardian,
Adisa maintained that “top leadership entails that you are adopting global best
practice in what you do; this enables you to maintain a leadership position in
the market you play. Our service proposition as media agencies is becoming
generic. Hence, if a client gives you a business, he wants you to ensure
compliance and control. What counts for efficiency is the quality you put in
what you are doing; this also borders on your drive for excellence and ability
to think outside the box.”
He stated further that ‘‘our
deep and robust knowledge about the Nigerian media industry sets us apart. We
have a cumulative wealth of experience in this industry that transverse the
length and breadth of Nigeria.
We have people that have worked in Ghana, South
Africa, India, Philippines. When you put together all these international
exposures and you drill their knowledge, it counts for a whole lot. This
accounts for us to sustain the businesses that we have.”
No doubt, clients are now
becoming more discerning and Adisa believes that “they are looking at it that
the whole idea of owning a media agency goes beyond urgent efficiency: your
ability to stretch your budget, get discount, get repay, concession that would
enable the client’s budget to deliver more on value. You have to be able to
profile the client’s target audience which enables one to define their
psychographics and demographics. The understanding of all of these put together
would determine the effectiveness of your planning. When you are able to match
efficient planning with budget efficiency, then you become the toast of your
client.”
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