SPACE Launches West Africa Office
The strategy agency, SPACE on Tuesday launched its West Africa office in Lagos, Nigeria. The launch of its first branded office is part of SPACE’s strategy to build an Africa wide network of SPACE offices.
“We are very excited about the launch of our West Africa office. SPACE is set on becoming an Africa advertising network, built for Africa in Africa. Most existing regional agency networks are nominally managed from European or Middle- Eastern regional hubs (with Africa variously falling under “EMEA” or “MEA” coordination). In fact, in most cases, “management” tends to be restricted to the setting and policing of revenue and profit targets, with little or no effective intra-African operational coordination, skills- and capacity development or focus on consistent standards of delivery across multiple markets,” says Frances Eza, General Manager, SPACE Nigeria.
According to Eza, SPACE has redefined traditional agency roles to develop multi-skilled and multifaceted, non-siloed and collaborative approach. “We are passionate, disciplined and efficient in the way we solve our clients’ issues. This unique approach rests upon the following core cultural principles: transparency, innovation, trust, diversity and most importantly passion,” she says.
SPACE houses a host of disciplines under one roof – from media and strategy to creative, PR and client service as well as production, the agency provides a full scope of services to its clients. It’s a model that allows for every team member to get started on a job at the same time, instead of being briefed at different phases, allowing for a more seamless and effective solution.
In an industry where clients are trapped in a vicious cycle of attempting to drive down margins, resulting in agencies charging lower commissions and clients then becoming unhappy with what they believe is poor service, SPACE provides clients with the right solutions and the right people at the right cost. “It’s difficult to commoditise the services ad agencies provide to their clients, because we do not provide identical, comparable units of service,” Eza argues. She adds that one would never look for the cheapest doctor in the neighborhood, and that the same preference for quality increasingly applies when clients look to buy services from agencies. “Our job is to change or reinforce human behavior,Essentially, clients are buying expertise and when it comes to expertise, all things are not equal,” says Eza.