PHD Nigeria has always shown commitment to maintaining the highest standard of excellence in media planning and buying.
As a member of the globally revered Omnicom Media Group, PHD Nigeria has always leveraged cutting-edge expertise and innovative solutions, to lead the way in Nigeria’s media landscape, driving business growth and success for its clients.
With its expertise in media planning, buying, and digital marketing, PHD Nigeria is delivering ground-breaking results that drive business growth for its clients.
The agency’s ability to integrate artificial intelligence (AI) into its operations has enabled it to expand its services across West Africa, meeting the evolving needs of clients.
The current period is an exciting time for agency practice, with artificial intelligence (AI) transforming agency operations. PHD, a global agency network, is at the forefront of this transformation, integrating AI into its operations to drive expansion across the sub- regions.
Under the leadership of its Managing Director, Dozie Okafor, , PHD has been capitalizing on the trend of clients consolidating their operations in the country. To display diverse outstanding capabilities. This has enabled the agency to expand its footprint beyond Nigeria, aiding its own growth and development.
Key Strategies
Okafor explains that the agency is leveraging technology to gain a competitive edge in the market. With penetration still a major challenge in Nigeria and neighbouring countries, the agency is using its expertise to help brands like Jumia increase their reach. Additionally, PHD Nigeria is focused on developing strategies that resonate with local audiences.
In Okafor’s words, “Our ability to also listen to clients, understand the complexity of their problem, and build strategies from the ground up, stood us out from other agencies. So a lot of the things that we have been doing for clients is that we come to the table to build on almost a blank slate. We understand the problem and then we build strategies, without trying to force any known strategies. We are also very agile because we can move very quickly.
“We don’t say things like this are what we did last year, therefore let’s do the 2.0 of it, no it would be a different strategy based on the current market dynamics and we’ve been doing that for many brands. What we did for Jumia last year is different from what we are doing this year because we are basing the strategies on the current dynamics and it’s impacting a lot of our clients positively because it positions the agency as one that listens and understands the strategies of the marketplace.”
The agency’s approach is centred around agility and adaptability, with a focus on zero-based budgeting and tailored strategies that address the unique needs of each client. This approach has yielded impressive results, with PHD Nigeria delivering successful campaigns for brands like Martel and Jumia.
The managing Director also revealed that the agency’s ability to bring local insights to the table has been a key factor in its success. Their understanding of the local market has equally enabled the team to develop innovative strategies that drive results for its clients. For example, PHD Nigeria created an immersive experience for Martel during Detty December. The agency built a 45-storey structure that became an experiential platform. It was an out-of-home structure by day and by night and during weekends, it becomes an event centre.
In contrast to Martel’s strategy, the agency developed a penetration-focused strategy for Jumia, helping the online platform think like a fast-moving consumer goods (FMCG) company and drive penetration in the market. These examples demonstrate how PHD Nigeria’s local insights can benefit both local and global brands.
Other Groundbreaking Campaigns
PHD Nigeria has established itself as a leading agency in the country, delivering top-tier services and innovative campaigns for both global and local brands. Some notable examples of the agency’s work include:
Martel’s 5-Storey StructureOn a 45-story structure
One of the most notable campaigns recorded in 2024 was the six-month 5 storey structure on a 45-story structure project done for an international brand, Martel. The six months project resulted in a groundbreaking experiential platform, still standing today in Lekki, Lagos.
“It took us about three to four months to get land rights, build, construct and all the things we have to import to get the structure up, it’s still standing today right next to ShopRite in Lekki.”
Golden Penny’s Soup Festival
Another innovative campaign done by the agency was the Golden Penny’s Soup Festival, A first-of-its-kind event that connected the brand with its target audience. The soup festival was held in Lagos, Abuja and Ibadan, with plans of doing it in the East, giving it the Eastern and other parts of the country.
“This is not probably what your typical media agency will do but we are in the business of consumer experience and using that experience to connect brands and their consumers in a way and manner that creates an endearing impression in the minds of people. Soup festival was a brilliant one that we executed,” Okafor said.
Red Bull’s skating DMX cycling ring
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Another groundbreaking Red Bull’s Skating DMX Cycling Ring: A unique platform for a community of skaters that never had a place where they could skate. This aligned with the brand’s promise of giving consumers wings, being adventurous and daring, that resonated well with its customers.
Tecno @ 2024 BBNaija
PHD worked closely with Tecno on its 2024 BBNaija reality was a strategic partnership that resulted in significant brand visibility and recall through precision, targeting and being where it matters the most. Tecno outperformed other sponsors in many instances.
“We decided to take the shine away from the Saturday night parties by having a photo shoot before every party and that just created a lot of visibility for Tecno basically when people are dressed up and ready for the party that was when Tecno shined with its brilliant camera and we showcased the new phones that we just launched. We were not paying to be there for the whole three months but just taking the most impactful slot, it’s really about precision, targeting and being where it matters the most.”
These and many other campaigns demonstrate PHD Nigeria’s commitment to delivering innovative and effective solutions that drive business results for its clients. By leveraging its expertise in consumer experience and media planning, the agency can connect brands with their target audiences in meaningful and impactful ways.
Innovative Research Tools
Also, PHD Nigeria has had some significant initiatives to contribute to the growth and development of the Nigerian Integrated Marketing Communications (IMC) industry.
The agency developed a proprietary research tool called Ocular, which enables real-time data analysis. This innovative tool was built to address the challenges associated with research and research capabilities in the industry. Over the past three years, PHD Nigeria has invested significantly in developing Ocular, which has yielded impressive results.
Ocular’s mobile version allows respondents to provide feedback in real time, eliminating the need for physical diaries. This has resulted in approximately 2,800 responses, with plans to expand this number further this year. The tool also enables clients to customize questionnaires and services to suit their specific needs. Additionally, PHD Nigeria is currently developing an online interface.
Another innovative solution developed by the agency is M-work, an online focused group platform. This platform enables clients to conduct focused group discussions online, using platforms such as WhatsApp groups, using pictures, videos, and voice notes to carry out a three-day discussion about a specific topic or question a client needs answers to.
This approach allows for longer conversations and more in-depth insights, which are then used to create comprehensive reports.
Thought Leadership and Industry Engagement
PHD Nigeria has also demonstrated its commitment to thought leadership and industry engagement. The agency showcased its expertise at the national advertising conference, where it presented its thought leadership piece, a global publication that explores the changing marketing landscape and the impact of AI on the industry. The agency distributed 30 complimentary copies of the book to attendees, further solidifying its position as a thought leader in the industry.
The agency’s commitment to data, analytics, and capabilities is evident in its individual training sessions for clients, which are conducted in various markets, including Nigeria, Ghana, Cote d’Ivoire, and Cameroun.
Awards and Recognition
PHD Nigeria’s commitment to delivering exceptional work has been recognized through numerous awards. Last year, the agency won an impressive 22 awards at the Pitchers Awards, a testament to its dedication to excellence and innovation.
The agency’s success can be attributed to its deliberate focus on brilliant work, measurement, and results-driven campaigns. With a winning mindset and healthy competition within the team, PHD Nigeria is obviously an agency to watch out for in 2025 as it continues to push the boundaries of what is possible in the media landscape.