WPP’s Ogilvy Enters Nigerian Market To Offer Brands World-Class Services
As part of effort to offer its global brands with contents relevant to the local market, Ogilvy, a member of the WPP Group, has opened a Nigerian office in partnership with First Primus Group headed by Seni Adetu as the Group Chief Executive Officer.
With this development, Ogilvy in Nigeria will now become another subsidiary of First Primus Group. Recall, Ogilvy had an affiliate relationship with a Nigerian advertising agency, Prima Garnet but the relationship went sour and ended up in some years of legal standoff. However, the two parties eventually settled out of court recently.
Meanwhile, the entrance of Ogilvy Nigeria into the industry was made possible after WPP acquired a 24.9% stake in First Primus Group. Ogilvy Nigeria will complement the other subsidiaries in the Group by offering strategic and creative Above –The- Line (ATL) and Below-The-Line (BTL) services.
The First Primus Group founded in 2015 commenced operation in Nigeria with Algorithm media and MediaCom. Both Algorithm and MediaCom are media planning and buying agencies.
Paul Donnell, Chief Executive, EMEA, Executive Partner, the Ogilvy Group said, “This is a long-term undertaking. Now more than ever, companies are having conversations around exactly what it means to be a brand. And Nigeria companies are thinking more strategically about who they want to be on the global stage. We see a new generation of global companies emerging in Nigeria, and we hope that this new office can be a hub facilitating their access to our global Ogilvy and WPP network for their global branding efforts”.
The Group Chief Executive, Ogilvy Nigeria, Seni Adetu said, “I am delighted to be partnering with an award-winning global brand. This is a great opportunity to further enhance the quality of strategic and creative development of advertising in Nigeria. We can now offer world-class services to Nigerian companies as well as multinationals locally. We are positioned to provide our clients local expertise with global standards. With my committed team, with years of proven experience and passion, we look forward to redefining the advertising industry in Nigeria.”
Ogilvy has clientele like Coca-Cola, Airtel, Huawei, Nido, Sprite, among others. Industry watchers view that the setting up of a Nigerian shop will make the creatives from this agency more engaging than ever with the Nigerian audience.
Ogilvy Nigeria had an official opening ceremony on Friday, 28th September 2018, at the Landmark Event Centre, Lagos. Corporate Nigeria as well as key stakeholders in the marketing communications industry were hosted to a thought leadership panel discussion where senior business leaders and global experts from WPP discussed “The Impact of Digitalization on Business growth in Nigeria.”
Ogilvy is a WPP company listed on the (NASDAQ:WWPGY). It has 131 offices in 83 countries. Ogilvy offer six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships.