Winning a business pitch in the public relations, media and advertising industry is not always a game of luck. So many things go into getting a business aside being a leading agency. In the last few months, some agencies have lost business while some have added to their portfolio. Controversy has also trailed the emergence of one of the firms. In all, it is different strokes for different folks, writes ADEDEJI ADEMIGBUJI.
Getting an agency to manage public relations, advertising, media or experiential marketing account is not always an easy task for brand owners. This is because it is a process that is cumbersome for both clients and agencies especially when an incumbent who understands the brand suspects that another agency might be hired. The agency will do whatever it could to retain the account.
Going out to the market place is full of several risks and costs are also involved as brand owners try to impress the prospective brand. At the end, when pitches are concluded and winners announced, losers go home disappointed considering the prospect of the account, investment in external costs such as consumer research, animatics (for creative agencies), external artwork and the likes put into presentations. In the Nigerian marketing communication system, every agency is afraid to tell the media that the clients refused to pay pitch fee for fear of being blacklisted.
These, perhaps, are the cases of losers and gainers in recent pitches in the last few months where some PR and advertising agencies have won and lost businesses as the winners commence work for the second half of the year.
For MTN accounts adjudged one of the most juicy accounts in the telecoms sector, sometimes in March decided to review its marketing communication businesses. The incumbent, MarketingMix Ideas Limited, had for 11 years managed the business, supporting the brand with various communication solutions against some of the telco’s PR challenges in the country. Propelled by the need to reconfigure its PR strategy, the telco called for pitch early in the year and appointed new agencies-Brooks & Blakes and DKK Associates.
The two agencies emerged out of nine that presented their pitch for the account. The other agencies that competed for the account include JSP Communications, Mediacraft & Associates, Black House Media (BHM) and Lead Communications. Others are Soulcom Communications, a subsidiary of SO & U, and the incumbents –Marketing Mix and XLR8.
It was gathered that a week later, precisely on March 26 and 27, few hours before the presidential election, presentations were made by the various agencies. Participating agencies were told to expect result one month after in line with global practice.
Eventually, Brooks & Blakes and DKK Associates emerged winner. The emergence of these firms is still being debated by leading PR practitioners.
DKK is being queried for winning a PR business while it is not a registered PR agency. While the controversy over the agency’s locus standi to manage a PR business, the winners have commenced work.
Meanwhile, after losing the juicy MTN PR business, XLR8 is not stranded. The agency recently won Guinness Nigeria corporate brand account. Its emergence followed an extensive selection process that included an open pitch for credentials presentations followed by panel discussions. Taking over the account from The Quadrant Company (TQC), its Corporate Relations Director, Mr. Sesan Sobowale, said: “Throughout the selection process, we were impressed by XLR8’s industry and market knowledge and we feel confident that the organisation possesses the wherewithal to add value and provide support as we partner to achieve our business objectives.”
The Chief Executive Officer of XLR8, Calixthus Okoruwa said: “Any organisation that has been able to build a brand and sustain its iconic status for more than 250 years deserves all the respect and adulation it gets.
“We are indeed, humbled by this opportunity to be of service to this formidable organisation and will continue to seek to justify the confidence which it has reposed in XLR8.”
The Guinness PR business is split into two-Corporate and Brands. While XLR8 manages the corporate Brooks & Blake will continue to handle the brands portfolio.
Etisalat Nigeria PR pitch result is yet to be announced. About six agencies are currently on the hot seat waiting for Etisalat to decide. The agencies are The Quadrant Company, the incumbent agency on the account, Chain Reactions, Brooks and Blake, XLR8, MediaCraft and C&F Potter Novelli. C&F.
C&F is the pioneer agency on the brand before the business moved to TQC three years ago.
“The struggle for Etisalat’s PR account could be a straight fight between TQC and C & F. The two agencies parade robust profile and seem to understand the brand more than their counterparts,” one sector analyst said.
However, having won the MTN PR business, Brooks & Blakes appear to be making tactical withdrawal from the race.
Meanwhile, so much business has also moved in the advertising industry from one agency to the other. Releasing its pitch result recently, Airtel arrived at the agency of choice from a list of five agencies invited for the main pitch. After credential presentation, it was gathered that Insight Communications, Centrespread Advertising and Noah’s Ark Advertising were selected winners ahead of the pack of agencies that contested for the creative business. According to reports, the telco, however, arrived at the final two winners and would be custodians of the business, after the review entered into the financial stage. This warranted prospective handlers to submit and defend their financial requirements with a view to availing the client opportunity to align demands with its realistic budgets and financial projections. Airtel certified Centrespread and Noah’s Ark to manage the brand’s creative in Nigeria at least for the next two years.
In the same way, Centrespread is expected to use the business to improve its rating and pedigree in the industry especially after a lull occasioned by the loss of some senior hands. It was gathered that the agency has since commenced a reorganisation and repositioning aimed at creating a youthful brand out of the over three decades old agency.