Leo Burnett’s Arc shopper marketing tool becomes a major differential as the agency netted the Nigerian Breweries multimillion naira below-the-line (BTL) business in a keenly contested multi-agency pitch.
Leo Burnett, a Lagos based advertising and humankind agency is renowned for handling complex briefs.s
Nigerian Breweries is the leading brewery firm in Nigeria with over 32 brands in its portfolios.
According to sources, Leo Burnett has been landed creative development for the brewery giant’s premium and modern trade channels nationwide effective November 2018.
Feedback from the pitch indicate that Leo Burnett Lagos demonstrated a clear understanding of the target audience as shoppers and not just as consumers in designing trade channel communications that focused on Premium and Modern Trade.
According to our correspondent, Nigerian Breweries was impressed with the agency outing and therefore, congratulated Leo Burnett for its understanding of the brief.
A Nigerian Breweries representative who pleaded anonymity said, “We appreciate the quality of work presented and look forward to a fulfilling partnership with Leo Burnett”.
While expressing optimism over the business, the Chief Operating Officer of Leo Burnett Lagos, Lekan Lawal said that “We are both thrilled and honored to be partnering with Nigerian Breweries as we collaborate in deepening the tremendous affinity of their brands in Nigeria through a thorough understanding of the consumers, using our proprietary ‘Arc’ shopper marketing tool that allows us understand people not just as consumers, but as shoppers.”
Leo Burnett Lagos prides itself in the use of the “Humankind philosophy” an approach that gives them a competitive edge, allowing them to design communications that positively changes the way people (not consumers) think and ultimately how they behave.