Ideas are the currency of the new economy, and brands that thrive are not just those with the biggest budgets but the ones who dare to think differently, challenge conventions, redefine engagement, and shape consumer experiences in ways that resonate. Ideation is the relentless pursuit of fresh, impactful solutions that turn simple concepts into groundbreaking campaigns.
It’s this commitment to innovation that fuels Brands Optimal, a marketing powerhouse that refuses to settle for the ordinary. By continuously questioning the status quo and embracing both creative ingenuity and cutting-edge technology, the agency has carved out a reputation as a leader in Nigeria’s marketing landscape. From AI-driven insights to experiential activations that redefine audience engagement, Brands Optimal is not just keeping up with industry trends—it is setting them.
As the marketing communications industry continues to evolve, it is clear that ideation will remain a key driver of innovation and growth. Agencies like Brands Optimal which are committed to challenging the status quo and pushing the boundaries of what is possible will be at the forefront of this evolution.
Brands Optimal is one of Africa’s leading experiential marketing agencies which optimizes value for clients through the use of strategic ideas, reliable and measurable methods in consumer engagement, loyalty seeding, and sales generation.
Founded in 2010 on the principle of doing ordinary things in extraordinary ways, Brands Optimal has become an extraordinary agency at the forefront of experiential marketing excellence with creative and innovative solutions that have helped brands in their marketing business and brand-building activities.
Led by Otis Ojeikhoa as Managing Director /Chief Executive Officer, the agency works with the mission “To build an army of relentless value givers who live to optimize stakeholders (self & partners) benefit, rich consumer experience, endearing growth for its clients and meaning for the agency”
Brands Optimal with its innovative, creative works and prompt delivery on clients’ projects has become a frontline in the Experiential Marketing industry.
Brands Optimal’s Impact
The impact of Brands Optimal’s focus on ideation cannot be overstated. In the words of Otis Ojeikhoa, “Ideation is the core of our industry, the industry is idea-based, and every single time we challenge the existing idea of the status quo which is driving impact, driving change, driving evolution, advancement of tools, and deployment.
“We challenge the status quo, always trying to come up with fresh insights, new ideas that are resonating, that will make more impactful education and expand the consumer engagement franchise every single time, regardless of what the brief is”.
One of Brands Optimal’s most notable innovations is the bus ring, a mobile marketing platform designed to engage consumers in various locations. The bus ring was designed with a deck on top, serving as a platform for personnel and consumer engagement. This concept has undergone several refinements since its inception, but its core idea remains a testament to Otis’s commitment to ideation alongside other experts.
The agency has won awards for its work, including the best launch for a particular platform in Africa. By continuing to prioritize ideation and innovation, Brands Optimal is poised to remain a leader in the marketing communications industry.
Remarkable Success
Brands Optimal’s work has demonstrated its expertise in event marketing, sponsorship, and experiential events. The team has consistently delivered impactful campaigns that resonate with clients, dropping a lasting impression on the industry.
Otis highlighted several campaigns and projects that Brands Optimal has undertaken in the last two years, making a remarkable impact on clients’ businesses. “We are quite big on that sort of event marketing space. We are big on it. We are very experienced in event design,” Otis explained.
One notable example is the Coke studio event, where the agency’s expertise in event design, consumer sourcing, and thematic events shone through. The event’s success was evident in the buzz it generated, with attendees and viewers praising the event’s creativity and execution.
Another successful project was the Onga sponsorship of the AMVCA cultural night. Otis expressed pride in how Brands Optimal used sponsorship to create a memorable experience.
“The ideas that we created to ensure that the cultural night stands out are ours. Onga stood out, not only because of the setup but because of the idea of engagement. And because it was a cultural night, we also wanted to ensure that the event itself was cultural. So, what more cultural event is it that can resonate with the OWAMBE”
The event’s success was evident in the feedback from attendees and clients. Onga’s activation was widely praised, with many referencing it as a highlight of the event.
The launch of WOZZAAH was another notable project, which Otis attributed to Brands Optimal’s extensive experience in event management. “Somebody that didn’t have the level of experience that we had, at that time, probably wouldn’t have been able to pull that event off.”
Talent Retention Strategies
Ensuring optimum productivity despite tough times requires intentional effort. Brands Optimal prioritizes recruiting and filling the pipeline with young talent, specifically individuals with good grades fresh out of school. The agency maintains a high standard, only employing those who meet its threshold.
The younger generation has proven to be an asset to our team. Their restless minds and constant engagement have led to minimal churn. They thrive in a fast-paced environment, moving from one project to the next without downtime. This allows them to work freely, creating their own world.
“They create their own world, just allow them to work in their own world and ensure that you fill their space with what they love to do and this has helped us in sort of retaining talent in that demographic” Otis added.
Challenges
According to Otis, “Our biggest challenge lies in retaining mid-level and senior-level managers due to “JAPA syndrome” If we have anybody leaving this system in the last five years, it would be people that have relocated abroad.”
Marketing Trends in Nigeria
Nigeria’s market does not prioritize sponsorship, unlike other countries like Kenya or South Africa. “The only true season that we sponsor is the yuletide season, the December period, that’s Ember period,” Otis explains. This limited sponsorship season shapes the business strategy, with a focus on building the capacity to excel during this time.
Otis highlights the dominance of Coca-Cola in the music scene, hosting numerous concerts in December. Additionally, the NBA is investing heavily in the Nigerian market, with a partnership launch planned for March. Otis sees this as an opportunity, having met with a key agency partner in Kenya.
As a significant stakeholder in the market, Otis is confident in the company’s position. “I don’t know what number we occupy, I don’t play by position, I don’t care about position. But I know we are one of the significant stakeholders in this market.” With a focus on key seasons and family-based marketing, the company remains adaptable and responsive to Nigeria’s unique market trends.
Leveraging AI Innovations
Brands Optimal is embracing the latest AI innovations to enhance its services. According to Otis, AI is not meant to replace human interface, but rather to speed up the process of responding to client briefs and providing important information. AI is used to augment human capabilities, not replace them.
The agency utilizes AI in various areas, including finding trends amongst target audiences, profiling, enhancing designs, creating templates, generating questionnaires, and driving real-time engagements and data capturing. By leveraging AI, the company aims to improve the quality of its work and provide more effective solutions for its clients.
However, Otis acknowledges that AI has its limitations. AI-generated ideas or designs may not always align with the local environment, requiring human intervention to recreate and adapt them to the specific brief.
Brands Optimal’s Future Plans
According to Otis, Brands Optimal has several exciting developments on the horizon. “First, you’re going to see less of me,” Otis joked, explaining that someone else would now be driving the company. This change in leadership is just one of the many changes that Brands Optimal has in store.
One of the company’s main goals is to develop its production capabilities. Otis explained that Brands Optimal started by producing a film last year, which is still being prepared for market release. The company is also exploring opportunities in sports marketing and sponsorship and is in discussions with a potential partner about a possible alliance.
This alliance, which is still in its early stages, would bring together companies from across Africa to share knowledge and expertise. Otis explained that Brands Optimal would be sharing its experience in event production with the other members of the alliance. The company hopes to have a draft memorandum of understanding (MOU) in place by the end of the year.
Otis also highlighted Brands Optimal’s commitment to social responsibility. The company is the major financier of the Arogi Trauma Care Foundation, an NGO that provides mental health support to those in need. Last year, the foundation provided support to over 100 individuals, and Brands Optimal is proud to continue supporting this important work.