Category: Consumer Watch

  • LOMA 2024: Experts highlight power of OOH on Nigeria’s entertainment industry

    LOMA 2024: Experts highlight power of OOH on Nigeria’s entertainment industry

    The focus was on the transformative power of Out-of-Home (OOH) advertising in Nigeria’s entertainment industry when key stakeholders gathered to deliberate at the highly anticipated Location Marketing Awards (LOMA) 2024 event.

    The event was held on September 27 and 28 at Marcelina’s Place and the Marriott Hotel. The conference explored innovative ways to harness OOH advertising to propel the country’s vibrant entertainment sector to new heights.

    Under the theme: ‘Unlocking the Power of Out-of-Home Advertising in Building the Nigerian Entertainment Industry,” the event brought together industry leaders for engaging panel discussions, presentations, and keynote speeches. Participants delved into the unique features and advantages of various outdoor advertising platforms, emphasizing their vital role in entertainment promotion.

    Notable speakers included Yinka Adebayo, West Africa MD at OMD; Chuka Obi, Director of Creativity and Innovations at Globacom; Elohor Awe, Portfolio Manager at Non-Alcoholics Nigerian Breweries Plc; Amobi Ezeaku, CEO of Rangers International FC; Remi Du Preez, Managing Director of Polygon, South Africa; and Okeke Igwe, MD of Carat.

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    Yinka Adebayo set the tone with a compelling keynote on the impact of OOH advertising on Nigeria’s entertainment and media landscape.

    He highlighted the critical importance of visibility, stating, “If your presence is not felt, your absence will not be missed,” and encouraged stakeholders to explore collaboration and partnership across industries.

    The discussions covered a wide range of topics, from music and film production to visual entertainment, fostering a lively Q&A session that addressed key industry challenges.

    Kingsley Onwukaeme, convener of LOMA, emphasized the organization’s commitment to excellence in the OOH sector: “LOMA’s primary focus is elevating excellence within the Out-of-Home advertising industry through our thought leadership sessions and maintaining integrity in our award processes.”

    The event concluded with an awards night at the Marriott Hotel, celebrating excellence in OOH advertising. Onwukaeme,  emphasized the dual purpose of the evening: to recognize industry achievements and inspire future generations. “Yesterday was for learning; today is for celebration,” he added, “We believe that by promoting innovation and recognizing outstanding achievements, we can drive the entire sector forward.”

    Dignitaries in attendance included Engr. Sir Dozie Mbanefo, MD/CEO of New Crystal; Wasiu Abiola, Cluster Media Lead, West Africa, Nigerian Breweries; Emmanuel Agu, Chair of the Advertising Standard Panel (ASP) ARCON; and Emmanuel Ajufo, Immediate Past President of OOAN. Various awards were presented, recognizing outstanding contributions in both corporate and individual categories.

    Onwukaeme also expressed his gratitude to the event’s partners and supporters: “We extend our heartfelt thanks to all who made this event a resounding success. Special appreciation goes to our integrity partners, the Advertising Regulatory Council of Nigeria (ARCON) and Forvis Mazars, whose involvement ensured the credibility of our proceedings. We’re also grateful to our sponsors, including Absen and Polygon, whose support was instrumental in bringing this vision to life.”

    One of the highlights of the awards event was the bestowment of the Most Influential OOH Personality award on Sir Dozie Mbanefo, MD/CEO of NewCrystal Communications.

    In his appreciation, he thanked the convener, Onwukaeme and his team who he said deserved a lot of support for the great work he is doing for the industry, he also expressed surprise at the quality of attendance and global representation.

  • PMI announces next-generation AI offerings

    PMI announces next-generation AI offerings

    Project Management Institute (PMI), the world’s leading authority in project management, has announced a series of next-generation tools, to continue guiding project professionals in adding more AI capabilities to their skillsets.

     PMI has acquired Cognilytica, a leading firm focused on best practices research, training, and certification in AI, Machine Learning (ML), automation, data, and analytics for organisations and professionals.

    PMI will integrate into its offerings Cognilytica certifications and learning products, including its flagship CPMAI AI & ML project management training and certification. Thousands of pieces of thought-leading content, research, advisory, education, the AI Today podcast, and other key elements of AI-focused content will now be available to PMI members.

     Based on decades of work focused on enterprise and emerging technology, the CPMAI model builds on Cognilytica’s experience with hundreds of real-world AI projects to increase the AI projects’ success. Cognilytica founders and AI thought leaders Ron Schmelzer and Kathleen Walch will join the PMI team.

     “We are thrilled to join the PMI team to further enhance our commitment to advancing best practices around running and managing AI projects,” said Ron Schmelzer, Managing partner of Cognilytica. “Since Cognilytica’s founding, we’ve been passionate about helping organisations build effective AI and data systems that can meet organisational needs while staying ahead of emerging best practices and approaches. Being a part of PMI allows us to continue to do this at a much greater scale,” said Kathleen Walch, managing partner of Cognilytica. 

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    A new research report, “Pushing the Limits: Transforming Project Management with GenAI Innovation,” found that high adopters of GenAI tools (those who use it in 50% or more of their projects) has increased by 86% since January 2024. Today, roughly two out of every five project professionals surveyed use GenAI in more than half of their project work. This increasing use of GenAI in project work further validates the need for project professionals to upskill, learn, and experiment with this technology to ensure they stay ahead. 

    PMI also unveiled new upgrades to PMI Infinity™, its popular AI assistant for project managers. Powered by GPT-4o (omni), PMI Infinity™ 2.0 is optimised for quicker and more accurate results with an expanded knowledge base. Experts continually contribute new content, keeping project professionals relevant and up to date with domain expertise from around the globe, including Cognilytica, Green Project Management and Center for Creative Leadership.

    With new document generation capabilities and custom templates, PMI Infinity™ users can benefit from enhanced efficiency, productivity, and optimised workflows. Users can now input project details to create and refine essential documents for project-based work, such as project charter documents.

    “Project professionals come to PMI for best-in-class tools and techniques to lead transformation in their organisations, their industries, and their careers. I’m delighted to unveil an upgrade to PMI Infinity™, the most innovative and comprehensive GenAI platform for project managers, and to welcome Cognilytica’s expertise to the PMI family, as together, we look to lead the AI transformation of project management and prepare project professionals to lead the AI transformation,” said Pierre Le Manh, CEO of PMI.

  • Terra’s ‘unwrap your smile’ campaign on final stage

    Terra’s ‘unwrap your smile’ campaign on final stage

    Terra’s ‘Unwrap Your Smile’ campaign has reached its final stage, with excitement at an all-time high as communities rally behind small business owners making a difference. The campaign has brought smiles to countless faces across Nigeria, with hundreds of nominations highlighting individuals offering affordable services and acts of kindness in their local areas.

    One of the campaign’s standout elements has been the street activations in Lagos, where Terra brought joy to the streets with engaging VOX pop activities. From tongue twisters to impromptu singing and rap challenges, the energy was infectious. People from all walks of life eagerly participated, earning Terra goodies for their efforts. These fun and light-hearted interactions spread smiles beyond social media, bringing the campaign’s spirit to life. Participants were thrilled to see their spontaneous performances shared on Terra’s social media platforms, amplifying their experiences even further.

    Probal Bhattacharya, Chief Marketing Officer, TGI Group, remarked, “We curated this campaign with the intention of helping people release the everyday stress that often clouds our sense of joy. By encouraging Nigerians to share their smiles and celebrate the small moments, we’ve seen an incredible response from the community. The outpouring of nominations, the engagement in our street activities, and the positive reactions to our content, all prove that a simple smile can lift spirits and build connections in a powerful way.”

    Online engagement has been equally vibrant, particularly around campaign content created by Taaoma, one of Nigeria’s top content creators. Her hilarious skits, reflecting the joy in simple moments, resonated with thousands, sparking conversations and laughter across platforms. Fans embraced her unique take on the campaign, with the posts generating significant traction and shares.

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    Adding to the buzz, an Instagram Live session with Terra’s brand ambassador, Chioma Akpotha, attracted hundreds of viewers. During the live stream, Chioma passionately spoke about the power of smiling and spreading joy, encouraging participants to continue unwrapping their smiles every day. The session offered a chance for fans to engage directly, share their stories, and feel more connected to the brand.

    As the campaign nears its grand finale, Terra has selected three remarkable finalists – small business owners who have made a tangible impact in their communities. These finalists will be honored at the grand finale, where one will be crowned the ultimate winner. With so much joy, nostalgia, and community spirit driving the campaign, the conclusion of Terra’s ‘Unwrap Your Smile’ promises to be an unforgettable celebration of the power of kindness and connection.

    Terra Seasoning Cubes are made up of wholesome, carefully sourced essential ingredients specially designed to meet the discerning Nigerian consumers’ needs in every meal, offering great taste, flavour, and aroma for that unique cuisine experience. Every meal cooked with Terra guarantees an enjoyable meal and a rich signature homemade taste experience. Available in Beef, Chicken, and Jollof flavours, in various consumer-friendly pack sizes nationwide.

  • Home remedy for fresh tomato/pepper preservation

    Home remedy for fresh tomato/pepper preservation

    It is such a relief that we are no longer talking about scarcity of fresh tomatoes/peppers but we are now researching how to process and preserve the excess. This gives credence to the saying that hardship will come but will surely pass away.

    It is no longer news that the price of tomatoes and fresh peppers went up so high to the extent that many families had to resort to alternatives. This has dramatically crashed to the extent that the big basket that sold for N160 thousand naira in Lagos markets a few months ago now sells for between N21,000- N26,000.

    Many wise women/men are buying baskets of tomatoes and peppers in order to preserve for the rainy day. Fresh tomatoes/peppers are in season and readily available. Most of the farmers and traders are even begging customers to buy because they do not have facilities to preserve them.

    The question now is how do we preserve this perishable vegetable, especially in a country like ours where we cannot boast of a steady supply of electricity?

    A housewife, Mummy Kene, said that she had already bought two big baskets of tomatoes, a basket of bonnet pepper, a big basket of bell pepper, and tatase from Mile 12 market Lagos.

    I wash them very well, and take them to a big engine to blend as the quantity is too much to blend  at home

    “After blending them separately, I come home and bring the three vegetables to the boil separately after which I leave it to cool. Next, I pour them separately into a big sieve that must have tiny holes or a mesh. I left it overnight and by morning all the water would have drained out completely leaving only the tomato pulp and pepper pulp. I then portion them into different containers and leave them deep inside the freezer,” she said.

    The mother of four who said she preserves tomatoes and pepper like this every year added that once in the freezer, the tomatoes/pepper can remain frozen and fresh for over six months. “Keep the ones you will be using regularly separate and leave the ones you are saving for the rainy day deep inside the freezer or in a separate freezer,” she advised.

    In case, the all-powerful electricity provider strikes as they sometimes do for days, Mummy Kene advises that one buy ice blocks in the worst scenario. “However, if the pulp has been properly frozen for weeks, intermittent power disruptions from the electricity DISCOs will not do harm to it,” she further revealed.

    Another woman, Mrs. Inifeme Ade said that instead of sieving the tomatoes and pepper after grinding, she boils until the water dries out after which she allows the pulp to cool and then scoop into plastic containers and leave them in her freezer.

    However, some people do not even grind the fresh tomatoes/pepper. Those people just wash them, package them in nylon bags and store them in the freezer for months.

    Not everyone has a freezer of course. So another method for home preservation is drying. This can be done through the natural sun and wind or through a food dehydrator, oven, or microwave. Low humidity, low heat, and good air circulation are critical for successful drying.

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    Cut the tomatoes into slices,  one centimeter thick, leave in the open sun to dry very well, or use a food dehydrator, oven, or microwave. Once dry, store foods in a dark, cool location in containers that keep out moisture and insects.

    Tomato is a highly perishable fruit and prone to post-harvest spoilage and decay if proper handling and storage practices are not followed.

    A tomato farmer in Kwadon town of Yamaltu/Deba Local Government Area of Gombe State, Muhammad Abdullahi, said the lack of proper storage facilities usually leads to significant losses at the end of every harvest.

    “Tomatoes are highly perishable and require specific storage conditions to remain fresh for an extended period. Without adequate storage facilities such as refrigeration or appropriate packaging, tomatoes are at risk of spoiling quickly, leading to significant losses,” he said.

    Abdullahi added that with insufficient storage capacity, farmers may not be able to store their harvested tomatoes effectively, leading to wastage. “This not only results in financial losses for the farmers but also contributes to food waste and inefficiencies in the supply chain.”

    According to him, due to the lack of storage facilities and companies that will buy the tomatoes in large quantities and process them, farmers are vulnerable to fluctuations in tomato prices.

    “Without the ability to store surplus produce during times of oversupply, usually during harvest season, and release it gradually when demand is high, farmers may face price crashes, impacting their income and sustainability.

    “As such, the lack of proper storage always limits our access to distant markets with higher demand and better prices for the tomatoes. Without adequate preservation options, farmers may be restricted to selling their produce locally, missing out on potentially profitable opportunities elsewhere,” Abdullahi lamented.

  • Golden Penny Semovita  fetes Abuja residents,  celebrates 60th anniversary 

    Golden Penny Semovita  fetes Abuja residents,  celebrates 60th anniversary 

     In what has been described as a display of brand affinity, Flour Mills of Nigeria (FMN) has orchestrated what may be the largest direct brand-to-consumer event on the African continent with the Golden Penny Soup Festival 2.0, held over the weekend at the Harrow Park in Abuja.

    The event which is also the continuation of the celebration of Golden Penny Semovita’s 60-year heritage has become a nationwide celebration of Nigerian cuisine, culture, and community.

    Devlin Hainsworth, Managing Director (Food Division) of FMN, reflected on the brand’s journey: “Mega brands stand the test of time. But you have to keep them relevant and fresh. This iconic brand has so much meaning, and you have to evolve them in a way that keeps true to the core, but also moves with the time and looks forward.”

    Hainsworth highlighted the emotional aspect of the brand’s connection with consumers: “Golden Penny is a love brand and it brings so much in terms of nutrition, in terms of emotion and family, and also in terms of quality, substantive value. At events like this, I’m happy we can really bring over in an experiential way that combination and also help to say thank you to our consumers.”

    The Abuja edition of the Golden Penny Soup Festival 2.0 saw thousands of consumers interact directly with the brand in a vibrant, multisensory experience. This event, following successful outings in Lagos and Ibadan, represents a strategic shift in FMN’s approach to brand building, prioritizing immersive experiences over traditional advertising.

    Ilyas Kazeem, Marketing Director (Food Division) at FMN, emphasized the significance of this approach: “Seeing this crowd today, seeing them having fun and the brand at the centre of everything—it is what we stand for as the Golden Penny brand. We represent quality, nutrition, and fun. This is what we are, celebrating Nigeria’s spirit, diversity, and culture through food and experience.”

    The festival showcased Golden Penny Semovita’s versatility by pairing it with an array of soups from across Nigeria, including kubewa karkashi, miyan geda, eforiro, ewedu, egusi, black soup, white soup, oha, edikaikong, and fisherman soup.

    Kazeem elaborated on this aspect: “Made from the finest premium wheat, easy to mold and swallow, fortified with essential vitamins and nutrients, Golden Penny Semovita gives you that perfect combination, that perfect mix, that perfect pairing with that pot of soup, regardless of where you are coming from across the country.”

    The event was hosted by the energetic social media sensation, Kie Kie, alongside Abuja’s own Chuks Da General who kept a lively atmosphere throughout the day. Adding to the excitement, special guest performer Segun Johnson delighted the crowd with his musical talents.

    The highlight of the festival was an electrifying performance by Nigeria’s musical export and Abuja’s beloved ‘Gwagalada’ crooner, Kizz Daniel, which sent fans into a frenzy of excitement.

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    Attendees were treated to a variety of engaging activities and the chance to win impressive prizes. Cash gifts in hundreds of naira were awarded, along with specially packaged Golden Penny branded bags filled with goodies.

    Lucky participants also took home electronics such as refrigerators, microwave ovens, gas cookers, blenders, mobile phones, and sound speakers.

    The festival featured dancing competitions, singing contests, mystery hunts, and raffles, keeping the energy high throughout the event. These activities not only entertained but also reinforced the connection between Golden Penny Semovita and the joy of shared meals.

    Beyond the entertainment, the Golden Penny Soup Festival 2.0 offered valuable educational opportunities. Attendees participated in masterclasses led by renowned Nigerian chefs and experts including Omoboyede Olusanya, GMD of Flour Mills of Nigeria, Chef Maah, Naija Celebrity twins chef and Jemila Lawal.

  • Fearless wins Outstanding Energy Drink of the Year Award

    Fearless wins Outstanding Energy Drink of the Year Award

    Fearless Energy Drink, one of the leading Nigeria energy drink brands from the stable of Rite Foods Limited, has clinched the coveted “Outstanding Energy Drink of the Year 2024” Award at the recent Marketing Edge Awards held at Sheraton Balmoral, Lagos, recently.

    Fearless Energy Drink with the Fearless Classic and Fearless Red Berry variants emerged as the winner in its category, after a thorough rating and evaluation of the highly saturated energy drink market, where the brand made entrant in 2017 with the first-ever packaged polyethylene terephthalate (PET) bottle packaging that has been the standard for competitors.

    The recognition stems from the brand’s unique flavour, originality, and numerous contributions to the industry in talent promotion, human development, and sustainability initiatives that have significantly impacted human and national development.

    Extolling the brand for the win, Mr. John Ajayi, the organiser, and publisher of Marketing Edge Magazine affirmed that the Fearless Energy Drink brand has truly demonstrated its market leadership in all ramifications, surpassing its competitors through sponsorship of effective strategic initiatives.

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    He stated that the feat was also due to the brand’s distinctiveness, innovation, and the positive energy it offers.

    While receiving the award, Olaniyi Aderuku, the Brand Manager of Fearless Energy Drink, expressed gratitude to Marketing Edge for the acknowledgment of the brand as the number one in its category, a position that has earned it numerous accolades and has also defined the market standard.

    He said, “Fearless Energy Drink will continually strive for taste superiority, excellence, and innovation in providing exceptional experience to its consumers, adding that the laurel attests to its strong commitment to consumer connection and satisfaction.”

    He stated further that “Our Fearless Energy Drink with its tagline ‘Embrace The Thrill’ offers its consumers the unquenchable desire to make a difference in their endeavours, with the positive energy it provides, through credible platforms that resonate with its values of courage, leadership, and the willpower to succeed”

    The Fearless Energy Drink brand has garnered so many awards that validate its profile, including Media Consortium Awards 2024:’Energy Drink Brand of the Year’;  Brand Exchange Awards 2024; ‘Best Value for Money’; the ‘Most Outstanding Energy Drink in Consumer Engagement’ in 2023; Best Value for Money – ‘Energy Drinks Brand 2023’ ; and the ‘Most Outstanding Energy Drink Brand of the Year’ in 2021, among other laurels.

  • Nutri-Yo rewards teachers in Season 2 of ‘Nutri-Yo Thanks-A-Teacher Do More’

    Nutri-Yo rewards teachers in Season 2 of ‘Nutri-Yo Thanks-A-Teacher Do More’

    In celebration of the outstanding contributions of teachers in society and commemoration of World Teachers’ Day,  observed on the 5th of October, Nutri-Yo, one of Nigeria’s leading yoghurt brands made its way across Lagos and environs to fete deserving teachers with included brand new computer laptops, cash prizes, a generous supply of Nutri-Yo beverages packs of Nutri-Yo, award plaques among others, in the second edition of its “Nutri-Yo Thanks-A-Teacher” campaign.

    The initiative which started last year was launched on the brand’s social media platforms where members of the public were to nominate deserving teachers who exemplified excellence in their profession.

    After a thorough selection process, five of the teachers were chosen as winners while eight others received consolation prizes. The Nutri-Yo team and caravan made their way through schools to specially recognize and celebrate these teachers that include Osemeke Vivian from Ilupeju Junior Grammar School; Adeleye Okikiola from Estate Junior Grammar School, Ipaja; and  Martha Onuwabuchi from  Local Government Primary School.

    Ifeoluwa Oghene Tejiri of Abba’s Heart Montessori School;  Oluwafemi Titiloye of Royal’s International Learning Hub; and Emmanuel Ehiwuogo of Winsford Comprehensive; Agida Feyisayo of Shining Light Nursery and Primary School; Aderonmu Damilola Emmaro of God’s Own High School; Temilope Igbeara of Lumen Christi Satellite, Oyesanmi Epitope of Bless David College; and Adeyinka Damilola Opotoro of Noble Prevailer College are others who received consolation prices.

    Speaking about the campaign, Jennifer Egbuonu, Brand Manager for Nutri-Yo, said that the brand is passionate about celebrating growth, excellence, and people who have done more to become who they are today.

    Her words: “Like we did last year, we decided to celebrate outstanding teachers in commemoration of Teacher’s Day which was on the 5th of October. We recognize the immense efforts teachers put into shaping the lives and destinies of the next generation.

    Egbuonu, who said the campaign has come to stay, revealed that the brand has plans to extend this gesture of celebrating teachers to the six geopolitical zones in the country.

    On her part, Kemi Okunade, Digital Marketing Manager of Nutri-Yo, said that the ‘Nutri-Yo Thank-A-Teacher’ Campaign gets more massive each year. “This year, we decided to take it a notch higher, we increased the prizes and also decided to accommodate consolation winners. Five teachers got five laptops and 8 teachers got consolation prizes for cash and other prizes respectively.”

    She also revealed that close to two thousand teachers were nominated this year by either their past or present students.  

    Of particular interest is one of the winners, Martha Onuwabuchi , who was nominated by a student she taught 19 years ago. A visibly excited Martha couldn’t hide her joy as she received her laptop and other prizes.

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    She said her students whom she taught decades ago are doing well in various industries and have not forgotten her impact on their lives.

    She encouraged other teachers to give their best to impact the lives of their students.

    She also expressed her gratitude to Nutri-Yo for such a kind gesture and promised to continue to give her all to her students.

    Grateful for the recognition, Adeleye Okikiola, who has been in the teaching profession for over 10 years in both private and public schools, said he was happy that the efforts he and other teachers are putting into bettering the lives of the students are not going unrecognized.  “What Nutri-Yo has done today means a lot to me. This recognition is propelling me to do more. We have great teachers in Nigeria. I must say it’s a privilege for me to be nominated by my students and for Nutri-Yo to pick me as one of their winners today.”

    Osomeke Nkechi Vivian, who is not new to being recognised for her good work, has been a teacher for over 11 years. She said teaching was her passion and grooming future leaders was her delight.  She said the recognition showed that teachers’ rewards have started here on earth and not just in heaven.

    She expressed her profound gratitude to Nutri-Yo for making her years of effort and hard work count.

  • Brands should offer lower priced, quality alternatives — ADVAN President

    Brands should offer lower priced, quality alternatives — ADVAN President

    The President of the Advertisers Association of Nigeria (ADVAN), Mr. Osamede Uwubanmwen has called on brands to adjust their offerings by making available cheaper and quality alternatives in order to meet consumer needs.

    Acknowledging the challenging times, he said that brands can still offer lower-price alternatives without compromising their quality. “If for instance, a rice company bags only 50kg of rice at N100,000, it is time for them to start bagging in bags of 5kg, 2kg, and even 1kg for those who can no longer afford to buy the 50kg.”

    Speaking with The Nation, the ADVAN executive who emphasized on quality noted that “The economy is not buoyant, things are tough, and now more than ever, knowledge is crucial. If a customer cannot afford a 20 Naira item, create one of 5 Naira. They will buy and the brand will remain top of their mind.

    “There is a cluster in the air-waves, everyone is talking. The challenge for brands is figuring out how to break through and stay on the consumer’s shopping list.”

    To do that, the former Vice President of the World Federation of Advertisers said that brands will have to safely guide their customer base. “At this time, brands will have to re-in-fence their customer base by being there all the time in order not to lose them to competing brands. You must keep them satisfied by meeting their needs. Brands must go out for customer feedback to know what they feel about the brand and how to make them happy.”

    On how brands can stay afloat at these trying times, he said they can use their existing customers to survive the hardship. “You have to make sure to retain them, understand them enough. It is easier to retain an existing customer than to hunt for new ones. You already have a relationship with the existing one, the communication channels are there, you know their wants but for the new customers, you will have to spend money on advertisements, find out how to reach them and their needs etcetera.”

    Speaking on customer service, he said that should not be in doubt. “The services offered to customers should be impeccable. It should not be 100% but 150%. If you miss it once, the person may not come back the second time. It should be given all the time.”

    Uwubanmwen further explained the impact of broader economic issues: “It’s a challenging time. Farmers, for instance, can’t go to their farms due to the threat of being kidnapped or killed. This disrupts the production of economic goods, adding more strain to the economy. In a booming economy, you might get away with minimal marketing, but when times are tough, businesses need to work harder to stay top-of-mind. Consumers are more cautious with their spending and are willing to switch brands to save money.”

    He added that ADVAN is taking steps to help businesses navigate these challenges through capacity building and knowledge sharing.

    The ADVAN President also noted that the Nigerian economic landscape continues to pose significant challenges for businesses, and marketers must adapt to these new realities to survive.

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    Despite the challenges, he pointed out that difficult times present opportunities for seasoned marketers. Given the tough economic conditions, he urged businesses to engage skilled marketers who understand the current environment.

    The accomplished marketer stressed that brands must adjust their strategies and embrace integrated marketing communications to navigate uncertainties and shrinking consumer spending power. He highlighted several factors contributing to the economic strain, including fluctuating exchange rates, crude oil prices, and insecurity, which has particularly affected sectors like agriculture.

    “Now more than ever, marketers need to be strategic, reading market signals and customer behavior. Brands can no longer afford to throw money around; every naira spent on marketing must bring significant returns. The integrated marketing communications sector must adopt data-driven strategies to weather the storm. I’m not just talking about big data; I’m talking about interpreting data in a way that answers specific questions. Why would a consumer buy your product in this environment? Marketers need to make data-driven decisions that ensure their marketing spend yields maximum returns.”

    To this end, Osamede Uwubanmwen said that the Agency will be putting together training on artificial intelligence soon, “we could do a lot with regards to customers knowledge using marketing analytics which in my view artificial intelligence”

    However, Nigeria’s headline inflation rate dropped to 32.15 percent for the month of August 2024, according to the latest data from the National Bureau of Statistics.

    This represents a 1.25% percentage point decrease from the 33.4 percent recorded in July 2024 and the second consecutive monthly slowdown in inflation after easing in the previous month.

  • Pepsodent targets 2.1 million pupils in nationwide oral health campaign   

    Pepsodent targets 2.1 million pupils in nationwide oral health campaign   

    Pepsodent, a leading global toothpaste brand, has launched a nationwide oral health campaign aimed at reaching 2.1 million primary school pupils across four states in Nigeria.

    This initiative is part of Pepsodent’s ongoing mission to promote oral hygiene and will cover 3,818 schools across Lagos, Ogun, Oyo, and Kano states.

    The school activation campaign commenced on  September 17, 2024, simultaneously at 20 primary schools in Lagos.

    In Lagos, the campaign will cover Local Government Areas (LGAs) including Alimosho, Ajeromi-Ifelodun, Oshodi-Isolo, Ikeja, Kosofe, Agege, Mushin, Surulere, Shomolu, Ifako Ijaiye, and Lagos Mainland.

    In Oyo, the LGAs involved are Afijio, Atiba, Iseyin, Lagelu, Oluyole, Egbeda, Akinyele, Ido, Ogbomoso, and Oyo East and West. In Ogun State, the LGAs include Odo Ota, Owode, and Abeokuta North and South, while Kano’s LGAs include Ungongo, Kumbotso, Nassarawa, Gezawa, and Gwale.

    Participating schools in Lagos include De-Bright Nursery and Primary School, Dele Ajomale Primary School, Isolo, Ire-Akari Primary School, Isolo, Kusoru Primary School, Isolo, Olokun Primary School, Isolo, Ayo Adegboyega Primary School, Ejigbo, Ejigbo Model Primary School, Ejigbo, Ifoshi Primary School, Ejigbo, Imakiyo Primary School, EjIgbo among others.

    Speaking about the initiative, Oiza Gyang, Marketing Head of Unilever Oral Care Nigeria, highlighted the importance of early intervention in building lifelong oral hygiene habits. ”Habits are formed from a young age, which is why we are focusing on primary school children to help them develop the important practice of brushing day and night with a fluoride toothpaste like Pepsodent. This early intervention can lead to lifelong, life-changing habits,” said Gyang.

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    Gyang further noted that simple acts, such as brushing twice daily and using fluoride-based toothpaste, can help prevent the incidence of tooth decay and improve overall oral health. “Brushing correctly and using a fluoride toothpaste is key to reducing the risk of oral diseases. By improving oral health, we not only boost individuals’ overall well-being but also contribute to reducing absenteeism in schools and workplaces due to oral health issues.”

    She emphasised the role of children as powerful change agents, stating, “Children can influence the adults around them, encouraging parents and guardians to adopt the habit of brushing twice daily. By teaching these young change-makers, we are fostering a ripple effect that will positively impact entire families and communities.”

    Mary Gbemisola Akindola, Brand Manager for Pepsodent, reiterated the significance of the initiative in raising awareness about oral health and noted the additional efforts Pepsodent is making beyond schools. “In addition to our school’s programme, we are also working with our partners, the Nigerian Dental Association, to take our oral health campaigns into various communities across the country, with a special focus on rural areas where access to dentists is limited,” Akindola explained.

    In response to the activation, Mrs Bosede Oduntan, Head Teacher of Ejigbo Model Primary School, expressed excitement over the initiative, noting that this would significantly empower pupils and boost their kids’ confidence.

  • National Quality Conference gets 31st October date

    National Quality Conference gets 31st October date

    The National Quality Conference (NQC) will now be held in late October at NECA House Ikeja, Lagos. Organisers of the event said the event was postponed to ensure full participation and focus, following concerns about potential disruptions from a rumored national protest.

    Organisers have now confirmed the new date, where Nigeria’s leading brands will be honored for their unwavering commitment to quality and excellence, reaffirming their position in the global marketplace.

    This year’s conference, themed “Quality, Leadership & The Future of National Brands,” will bring together corporate Nigeria’s top leaders, innovators, and key stakeholders to discuss the pivotal role of quality in ensuring the continued success and competitiveness of Nigerian businesses. Despite the economic challenges facing the nation, many of these companies have risen above, delivering world-class products and services that meet international standards.

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    The event will feature a series of impactful sessions, including: Thought-Leadership Panels: Discussions on how quality-driven leadership is shaping the future of Nigerian businesses.

    Besides, the Quality Exhibition Fair will showcase Nigeria’s best products and services, spotlighting companies that have raised the bar for excellence.

    CQA Awards Ceremony: Honoring companies that have consistently demonstrated outstanding performance, innovation, and a dedication to quality.

    The highlight of the event will be the unveiling of Nigeria’s Top 100 National Brands, recognized for their significant contributions to the country’s economic growth and their ability to compete on a global scale.

    The CQA Awards will recognize outstanding companies that excel in customer service, product quality, and overall satisfaction. Winners are selected based on rigorous criteria, including customer feedback, independent surveys, and performance metrics, reflecting the companies’ excellence in meeting or exceeding customer expectations.