Rahim Akinbolu reviews how the country's marketing communications industry performed in 2021 and how the agency stole $30 billion in revenue. After months of stalled business, brands and agencies will consider the Covid-19-induced closures that will mark much of 2020. Owners enter 2021 fearing the unknown. While players in the marketing industry have shown their will to build consumer and customer confidence by the end of 2020, they have little power to overcome the ongoing global crisis. But in January 2021, marketers developed new skills that can influence brands with or without lockdown. Against all expectations, the year under review proved to be a very busy year for the agency and its clients, with both positive and negative aspects. Unsurprisingly, some professionals gain a quantum slice of their business, while others lose.
MEDIA BUYING Perhaps due to their strategic position in the marketing ecosystem, the dynamics of media buyers will destabilize the marketing communications industry in 2021, especially in terms of who gets what in business. For example, MTN has a review in 2021 after a four-year contract, and WPP has the 60/40 counts. While PhD Media won all of MTN's media buying business, the creative was shared by three agencies: DBB, TBWA Concepts and Yellow Brick. DDB owns the largest share at 60%, while TBWA Concepts and Yellow Brick each own 20% of the business. Also in 2021, Guinness' multi-million naira media buying accounts were reviewed and the company moved from Media Fuse to Media Access in the highly competitive media lane. 2021 is also interesting for the Coca-Cola brand and its agencies.
In 2019, the brand launched a sensational search involving the world's leading agencies, but the MediaFuse network of agencies retained the label. Last year, what many thought was a shortcut to the existing institution turned into a fight. However, Media Fuse lost everything in the African market to Algorithmic Media. Algorithm Media created an amazing phenomenon during the year under review to attract other large companies. For example, earning Nestlé and Total Oil accounts from Media secures Dentsu Aegies and acquiring Google accounts from Media Reach. Another milestone recorded in Agent 2021 is that DHL is an agent that has been working with logistics companies for many years. In addition, 9 mobile media accounts in the telecommunications sector have been transferred to SBI Media from All Season Zenith (2018 - 2021), where they have been hosted for four years.
The year under review was certainly a good year for the Idea X3M.
From winning new customers to recruiting new talent, it ticks all the boxes. The agency cemented its reputation as an emerging creative force on the African continent with a quality pan-African campaign in partnership with DSTV and Multichoice Africa Group, becoming the first agency to achieve such success outside of South Africa. Also in 2021, X3M Ideas is an agency best known for putting Nigeria on the global map, winning several international awards, including the Golden Lume Award in Geneva, Switzerland, for its work building Nigeria's intellectual capacity. Outside Nigeria, Ide X3M gained more accounts in 2021 and strengthened its business in telecommunications, finance and entertainment.
PR Agencies Unfortunately, many PR agencies were unable to cope with the challenges posed by Covid-19 in 2020. However, 2021 remains a good year for some agencies. For example RED | It has been a good year for the parent company of Red Media Africa, Nigeria's PR agency for Africa. During the year under review, the agency solidified its leadership in the Nigerian communications landscape by expanding its business reach and helping advertisers close out 2021 as Nigeria's most innovative agency. Brands to be launched by Red Media Africa in 2021 include Nigerian Breweries, Unilever Nigeria Plc.
After two years behind the scenes, TPT International has paid out two of its clients with additional locations in 2021. First, the agency is helping to maintain Mouka Arafah's leadership and brand value in 2021. TPT came from BG this year and from Fearless Beverages, the company and the Nigerian Bottling Co. Fearless and Predator competed for some energy drink prices. TPT doesn't just stop time; This eliminates the competition and the brand is better valued. One company that is attracting clients and another PR company that remains strong despite the opportunities in 2021 is Strategic Results Limited. The 17-year-old company merged its operations with MultiChoice, Lagos Internal Revenue Service and FIRS in 2021.
In 2021, Integrated Indigo Limited won two major accounts. MasterCard Foundation and Lagos Free Trade Zone. The agency, a sister company to Noah's Ark Advertising, is the Noah's Ark group's number one billing company for the first time.
Black House Media has raised the bar for MTN agency, a Nigerian brewery and Multichoice to open a UK office in 2021. CMC Connect has also managed to secure three key accounts through 2021. FXTM, Copterjet and MOJEC. Similarly, Chain Reactions Nigeria stood out in the industry in corporate PR and political marketing campaigns across multiple sectors in 2021.
2021 is equally exciting for Mediacraft Associates. Above all, the agency did not lose any clients during the year under review. Bankrupt Mediacraft Associates stepped up its CSR activities in 2021 by partnering with Stanbic IBTC Holdings for an awareness campaign and free screening exercise for women 25 and older. Currently the accounts; Nigerian Brewery Press account, Guinness PR account and Friesland Foods WAMCO Nigeria Pvt.
Global Profits and Losses... Coca-Cola's $4 Billion Global Account: WPP: WPP was selected as Coca-Cola's Global Marketing Partner in November after a lengthy evaluation process involving IPG, Dentsu, WPP and Publix Group. The parent company is now responsible for managing creative, media, information and marketing technologies across the Coca-Cola portfolio.
JPMorgan Chase $400 million Global Media: WPP and Dentsu In January 2021, creative powerhouses WPP and Dentsu won the media business of US multinational investment banking conglomerate JPMorgan Chase in a highly competitive bid. Released in late September 2020, the game covers offline media marketing for financial companies in the US, Northern Europe and Asia and is powered by MediaHyperlink.
Google's Billion-Dollar Global Media Account: GroupM In November, Google merged all of its billion-dollar global media accounts with GroupM Essence. Google has partnered with Essence for over a decade for all digital and programmatic media buying, but Omnicom Media Group (OMG) manages the offline portion of the business. Essence already controls 80% of the business globally, and the label is evolving without formal review in Google's effort to streamline agency relationships.
Facebook's $750 million global media account: Publicis announced in November that Publicis Group's Spark Foundry was the global media planning and buying agency after a battle with top global agencies Group M, Dentsu and HavasMedia. In March, a $750 million global media account was reviewed. ID Comms, which includes media planning and buying across the entire Facebook portfolio: Instagram, Facebook, WhatsApp and Messenger.
Unilever lands $3.3 billion in global media accounts: WPP, Omnicom, Havas In September, Unilever announced a record number of agencies worldwide following a $3.3 billion global media deal. Owned by WPP, Mindshare has a number of markets for UK-based FMCG manufacturers including the US, UK & Ireland, Netherlands & Belgium, Nordic countries, Eastern Europe, South Asia, Southeast Asia and China. The Omnicom Ph.D. is awarded to Austria, Germany, Switzerland, and Canada, as well as North Africa and the Middle East, excluding Australia, New Zealand, from Hong Kong and Taiwan. Havas took over the former WPP territories of France and Spain, and the IPG initiative defended Russia, Ukraine, Belarus and Greece.
Philips' $300 million global media account: Omnicom In May, global health and beauty technology specialist Philips awarded Omnicom a $300 million creative, public relations and media account at the following an examination.
T-Mobile Acquires $2.3 Billion in US Media Accounts — Global creative agencies IPG, Publicis and WPP have lost telecom giant T-Mobile's US media account to the Interpublic Group Initiative. The two creative forces and Horizon Media remain on the favorable account until review in September 2020. The Initiative, a subsidiary of the Inter-Public Group, received a media account after the release process was completed. The survey, conducted by ID Comms, also covers Sprint's recent acquisition of the T-Mobile business.
Walmart's $600 million U.S. media account: Publicis In August, media powerhouse Publicis Groupe beat out WPP, Omnicom and Dentsu to win a $600 million Walmart media planning and buying account in one of largest domains in the world in 2021. The account signed with Publicis in 2017 after moving to WPP-backed Haworth.
Mercedes Global Marketing Account: Omnicom has added Mercedes-Benz's consolidated global media, brand and performance marketing account following a six-month competition from global marcom leader Publis Groupe. As part of the win, Omnicom acquired two Germany-based agencies, Digital Shop Anthony and PR OSK. The parent company will develop innovation centers in the United States, Europe and China to meet the local needs of these markets.