Brooks & Blakes and DKK, agencies that won MTN Public Relations account will start deploying strategy on MTN PR Account in July
The two new agencies in charge of MTN Public Relations account –Brooks and Blake and DKK will start delivering PR services to the telecom company as from July 2015, according to an industry source.
According to the source which is very close to the incumbent agencies, the handing over works is currently going on between the two agencies and the clients. It added that extensive reports are now being prepared by the two agencies which are to be submitted to the client before the middle of June 2015.
“The handing over processes begins immediately the results were known in the last week of April” the source added.
Brooks and Blake led by Sola Fijabi and Temitope Jemerigbe’s DKK the 360 degree integrated marketing communications company were finally awarded the public relations account of the giant communication company after a competitive pitch among nine agencies. Akin Adeoya’s MarketingMix Ideas Limited, eleven years veteran and incumbent on the account and Calistux Okoruwa’s XLR8 with about seven years on the corporate communication half of the account have started collating the reports so as to hand them over to the new winners through the clients.
When MTN launched into the Nigeria market, its PR account was handled by Corporate and Financial. The aggressive PR support at launch help the brand first to market positioning with its pay-off line ‘Best Connection’. Mike Meze and John Ehiguese were the frontline account service executives on the account alongside Emeka Madueguna the MD/CEO.
As the brand was growing in customer categories, it became pertinent that new properties needed to be acquired to engage the different segments of its growth, MTN had to acquire more marketing properties including MTN Polo, MTN Golf, MTN Marathon, Who-Wants-to- Be- a-Millionaire and other highly popular and patronized products in varieties and geographies. Polo for example was in Kaduna, Kano, Katsina, Abuja and Lagos; ditto for golf and the assignments required a second line formidable PR agency that ultimately brought in MarketingMix Ideas.
In April 2005, it launched ‘Everywhere you go’ where Marketing Mix was able to explore its PR strategy with the other brand handlers to harmonise and create a universal brand promise in all MTN operations across the continent. The trajectory of MTN campaigns in Nigeria up until now is legendary. It launched the ‘Go’ campaign with a view to positioning the brand as a company that encourages men and women to go and conquer the world, knowing that man desires to live a better life, desire a secured future, progress and change.
‘Everywhere you Go’, a family extension of the ‘Go’ strategy was said to have been anchored on MTN’s core values of leadership, integrity and can do spirit which the then MTN General Manager, Consumer marketing, Kola Oyeyemi followed up quickly with ‘Moving you ahead’, ‘Mama na Boy!’ and the corrective ‘Mama na Girl ’that was coined to balance the furor that ‘Mama na Boy’ generated. The strategy perhaps resolved the riddle but the brand also benefitted immensely from the debates thereof generated.
Brooks + Blake which is to handle the corporate aspect of the brief is made up of a formidable team of consultants with over 30 years of combined experience from PR, Media, Advertising, Brand Management, BTL activations and a background involving procurement of marketing services. The head consultant, Sola Fijabi is a chartered marketer (CIM UK), and an alumnus of Leeds University Business School, UK. He has over 12 years cognitive experience in marketing communications.
To Brooks and Blakes, working on multinational accounts is not new with the agency as several top multinational accounts in the country such as Guinness, GSK and so on are in the agency’s kitty. Multiple awards winning Temitope Jemerigbe assumed the position of Managing Director at DKK in 2012 and have since renewed and redirected the agency in its new focus of consumer engagement through the science and art of marketing.