The creative agency landscape has evolved significantly in recent years, with a growing demand for 360-degree marketing and creative services. This shift is driven by brands seeking holistic solutions that integrate strategy, creativity, and technology to drive business growth. In response, top-tier creative agencies are expanding their capabilities to deliver comprehensive services, from branding and advertising to digital marketing and experiential activations.
Riquesa is a shining example of a marketing service agency that is thriving in this space. With its robust 360-degree marketing capabilities, Riquesa is well-positioned to meet the evolving needs of its clients. By delivering innovative, end-to-end solutions that combine creative vision with data-driven insights, Riquesa is driving real results for its clients and solidifying its position as a leader in the marketing landscape.
The People Company is a full-service agency that offers 360-degree marketing and creative services that provides end-to-end brand-building services, specializing in creative design & production, market research, brand strategy, experience design & management, digital marketing, and event management.
With a presence in Nigeria, Ghana, Uganda, the UK, and Dubai, The People Company is expanding its footprint across Africa and beyond. Through strategic partnerships, the company aims to remain at the forefront of creative marketing, continuously innovating and adapting to industry changes.
What sets Riquesa apart from other agencies is its unique ability to adapt to clients’ ever-evolving needs, delivering tailored solutions that drive exceptional results. By fostering a culture of flexibility, creativity, and collaboration, Riquesa can navigate the complexities of each client’s business, providing personalized support and expertise that yields outstanding outcomes.
PHILOSOPHY
Riquesa’s operational philosophy is built around a simple yet powerful principle: “People First.” This philosophy recognizes that effective marketing goes beyond mere audience reach, instead striving to immerse and engage people on a deeper level.
Guiding Riquesa’s activities and operations are four core values: innovation, authenticity, impact, and collaboration. These values inform every campaign and initiative, ensuring that Riquesa creates meaningful connections between brands and their audiences, driving real results and lasting impact.
VISIONARY LEADERSHIP
At the helm of The People’s Company is Adim Isiakpona, Group CEO/MD, a creative visionary with nearly two decades of experience, having navigated various industries and harnessed his expertise to tackle complex business challenges. His professional journey has spanned roles at esteemed companies like HP, Intel, Google, and Kingmakers, with a steadfast commitment to crafting impactful brands and experiences, particularly within the African continent.
Adim’s approach is rooted in storytelling, striving to shape narratives that drive business success and enrich the broader African creative and tech ecosystem. With a background deeply rooted in technology, his creative expression often leverages tech-driven and digital-first solutions, pushing the boundaries of innovation and creativity.
INNOVATIVE MARKETING
The People’s Company has been making waves with its innovative marketing approach. Over the last two years, the agency has been behind some of the most remarkable campaigns to hit the African marketing scene. From conceptualization to execution, Riquesa’s team of creative experts has consistently delivered high-impact marketing solutions that drive real results.
One standout project was the “Catch The Boom” campaign for Bet9ja, which brought together TV commercials, photoshoots, and brand engagement. This campaign showcased Riquesa’s ability to deliver 360-degree marketing solutions that resonate with diverse audiences. Additionally, Riquesa has driven impactful activations for prominent brands like OPPO Reno12, Heineken, and Lush Hair, solidifying its position as a leading marketing agency.
The agency’s portfolio of standout projects extends to its work on TV commercials for Google Gemini and Infinix, where the agency pushed the boundaries of creative storytelling and high-production value to deliver compelling brand narratives. Building on these successes, Riquesa is poised to create even more disruptive and engaging activations that drive real results for its clients.
Riquesa’s impressive portfolio boasts an array of renowned brands, including Amazon, Google, Meta, Oppo, LG, Heineken, Dano, Colgate, Canon, Indomie, Lush, Munch It, Amstel Malta, Gulder, Desperado, Hypo, Beyond Limits, Zagg, and Tiger, demonstrating the agency’s versatility and expertise in delivering innovative solutions across various industries.
DEEPENING GROWTH IN 2025
2025 is poised to be a pivotal year for Riquesa, marked by significant milestones and innovative endeavors. The agency is set to unveil groundbreaking partnerships that drive innovation and create new opportunities across sectors. These collaborations will not only enhance Riquesa’s service offerings but also cement its position as a leader in the marketing and creative industry.
Riquesa will also expand into new markets, strengthening its global footprint and enhancing its ability to serve clients across different regions. This strategic expansion will enable the agency to tap into new markets, foster fresh partnerships, and leverage emerging trends to deliver cutting-edge solutions for its clients.
A major highlight of 2025 will be the launch of Riquesa’s proprietary technology platform, designed to revolutionize marketing and industry operations. This platform is expected to transform the way businesses approach strategy, execution, and engagement, providing a competitive edge for Riquesa’s clients.
As Riquesa sets the stage for even bigger moves in the years ahead, the company said “We are proud to be onboarding many global clients and securing key endorsements that underscore the strength of our work and the trust leading brands place in us. While we can’t reveal names just yet, these partnerships mark a significant step forward in our journey.”
2024 BUSINESS OUTLOOK
2024 according to Riquesa was a year shaped by economic uncertainty. Inflation soared, fuel prices surged, and the cost of living climbed sharply. Exchange rate fluctuations added another layer of unpredictability, making it challenging for businesses to sustain operations and drive growth.
The agency believed that many companies including their clients had to reassess their budgets and strategies, with some carrying over financial losses from 2023. As a result, marketing budgets were among the first areas to be re-evaluated, forcing brands to be more intentional about their investments.
In the MD’s words, “For us, this meant adapting quickly, the first half of the year was particularly demanding as we navigated these headwinds while ensuring business continuity and client service excellence. Recognizing the need for diversification, we repositioned ourselves from an experiential agency to a full-service agency, expanding our in-house capabilities to tap into new revenue streams.”
A major milestone in this transition was securing the full-year creative campaign for Bet9ja, which included TV commercials and a comprehensive marketing rollout. Competing against top creative agencies, we successfully pitched and won the project, validating our expanded capabilities and reinforcing our ability to deliver end-to-end creative solutions at scale.
Despite the economic headwinds, 2024 was a year of resilience and transformation for Riquesa. By staying agile and focused, they did not only sustained growth but also achieved highest revenue volume since the company’s inception.
2025 PREDICTION
According to Riquesa, the business outlook for brands and the marketing sector in 2025 is marked by a significant shift towards immersive consumer experiences. In the second half of 2024, brands increasingly engaged consumers through experience-led campaigns and events, reflecting a broader trend in experiential marketing. This trajectory is set to continue in 2025, as brands prioritize meaningful engagement over traditional advertising.
The focus is shifting towards connecting with consumers on a deeper level, aligning with their passion points rather than simply selling to them. A prime example of this is Desperados’ recent revamp of its look, feel, and value proposition to resonate more with Gen Z consumers. This trend is expected to gain momentum throughout the year, with more brands redefining their strategies to stay relevant.
Another defining aspect of 2025 touched by the agency is the economic adjustment that businesses and brands are undergoing. As companies across various sectors adapt to “normalized inflation” and macroeconomic challenges, brands are recalibrating their approaches to thrive within these new realities. The cost of living and the cost of doing business remain high, but brands are moving beyond crisis management and returning to a focus on their core priorities: consumer engagement and brand perception.
According to the MD, “Innovation is key to staying relevant in 2025. Leveraging technology and digital marketing in consumer engagement is no longer optional—it is essential. Brands that embrace this shift and integrate tech-driven strategies will emerge as frontrunners in an increasingly competitive landscape.”