- .Mediacraft Associate, Synthesis Communication lose out
The Adetokunbo Modupe’s TPT International, Ayeni Adekunle’s Black House Media and Chude Jideonwo’s led Red Media Africa have merged winners of the Nigerian Breweries’ multi-million naira PR brief.
Though the brewery giant is yet to officially unveiled the winners, 789MARKETING gathers that letters of appointment have been dispatched to winners and losers duly informed of the outcome of the exercise.
Prior to the pitch, Nigerian Breweries had four mainstream PR agencies, TPT International, Mediacraft Associates, Synthesis Communication and Black House Media. However the outcome of the recent exercise has ensured that John Ehiguese Mediacraft and Desmond Ekeh’s Synthesis have given way to Red Media Africa.
Mediacraft Associates, Synthesis Communication and a certain PF Africa were the unsuccessful agencies at the pitch.
It was widely speculated that Mediacraft and Synthesis would emerge winners having been on the business longer than any contestant but the result of the pitch has proved otherwise.
Prior to the result of the pitch, industry observers believed that NB may increase number of the agencies because of the recent acquisition of Consolidated Breweries. But the brewery giant actually reduced from four to three instead.
On TPT and BHM, observers believe that these two incumbent agencies may not experience much of a challenge having been on the account. But the only concern is the Red Media Africa that has little or no experience on product PR strategy.
789MARKETING gathers that this selection follows a competitive bidding process conducted to expand Nigerian Breweries’ mindshare and consolidate its position as the leading beverage company in Nigeria.
Red Media Africa is the only new agency chosen in addition to the existing agencies working for the company’s brands which includes Star, Gulder, Heineken, Maltina, Amstel Malta and Fayrouz.
Red Media Africa lacks cogent experience in product PR and this may be the agencies undoing in its journey with the business.
Nigerian Breweries PR business is considered one of the most challenging and demanding briefs in the industry. Therefore, any agency willing to handle the brief must considerable level of capacity to be up to speed with the client.
But it is not clear whether Red Media Africa would be able to handle the brief.
However, Red Media Africa’s selection by NB continues a string of wins over the last four months which saw it working with top of the range brands including Access Bank, Intel and the British Council.
It will be recalled that Red Media Africa’s subsidiary, StateCraft Inc, was the official communication agency for the Buhari/Osinbajo Presidential Campaign.
This is first PR account this year and the industry practitioners are anxiously awaiting the Reckitt Benckiser’s announcement in a couple of weeks.