The recent announcement by Insight Publicis on its resignation from the Airtel Nigeria account has sparked discussions within the marketing communications industry. While the agency cites an inability to reach a mutually beneficial agreement, insider reports say that the agency did not formally sign onto the account, raising questions about the circumstances surrounding the resignation.
In 2024, Airtel Nigeria conducted a competitive agency review process to select a communications partner for its marketing initiatives. Following rigorous assessments, both Insight Publicis and The Hook were shortlisted and jointly awarded the account, with the expectation that both agencies would execute specific aspects of the brand’s marketing communications.
However, according to reliable sources, after the selection process was concluded, Insight Publicis reportedly sought to renegotiate certain elements of its retainer payment terms, as the agency did not feel that its billing structure aligned competitively. According to this source, this lack of alignment led to a prolonged negotiation process, ultimately preventing Insight Publicis from officially signing the agreement. As a result, the agency never commenced work on the Airtel Nigeria account at any point.
With both parties at an impasse on the issue, Insight Publicis announced its ‘resignation’ from the engagement yesterday. In a formal statement, the agency reiterated its commitment to strategic partnerships that align with its value proposition. Dolapo Ogunbambo, Chief Operating Officer of Insight Publicis, stated, “Our commitment to excellence necessitates that we engage in partnerships where there is mutual alignment on value creation and strategic objectives. We have valued our association with Airtel Nigeria and wish them continued success in their future endeavours.”
While reactions have continued to trail this move, a stakeholder within Airtel questioned: “How can Insight Publicis resign from an account it was never signed onto?” The stakeholder argued that since the agency did not proceed with signing the contract due to differences in retainer payment terms, it had never officially taken on any responsibilities within the Airtel Nigeria marketing brief. This means the issue of resignation does not exist.
To date, Airtel Nigeria has not released any official statement on the matter, and The Hook, the other agency involved in the process, has ‘officially’ remained silent on the unfolding situation.
As the story continues to develop, industry watchers will be keen to see if further clarifications emerge from the involved parties. Brand Communicator will serve you details as they unfold.