1. Media Independent Practitioners of Nigeria
By Kingsley Udofa
A lecture delivered to the HND 2 Students of Mass
Communication of The Lagos State Polytechnic During The
Mass Communication Week
@ 2013
2. Background
• A Media independent is a synonym for a media agency which is a duly
registered company with the Corporate Affairs Commission
• Most media independents are off-shoots of media departments of parent
advertising agencies.
• The mid 90s saw the rise of media Independents in Nigeria with Media
Mart as the 1st media independent in Nigeria ( a subsidiary of LTC/JWT
advertising agency).
• Soon after, Media Reach, (a creation of George Thorpe, the marketing
guru) came into being in 1999 with Tolu Ogunkoya as the 1st General
manager & managing director till date .
• When Integrated Marketing Communications (IMC) became a buzz word,
the Shobanjo led Troika group created All Seasons Media Comm with Dr.
Ken Onyali as the 1st & still current helmsman.
• There are over 27 media independents in Nigeria but only 11 of them are
registered with the Media Independent Association of Nigeria ( MIPAN)
3. Factors Leading To The Birth of Media Independents in
Nigeria
• The trend towards (360 degrees) Integrated Marketing communications
in the 90s
• Increased foreign direct investments
• Increased global exposure and training of ad agency personnel &
marketing personnel
• Companies wanting the same delivery out of their associates and
investments in Nigeria as they get from some African and European
countries.
• Increased demand from shareholders for improved ROI on
marketing/media costs.
• Subjectivity based media schedules giving way to research-based ones
• Emergence of new research & new technologies ( MS excel & proprietary
software)
4. Selling Points of a Media Independent
Up-To Date
Technology
Global Best
Practices
Training &
Professionalism
Integrity &
Reputation
Service
Delivery
Registered Media Independents manage close to 90 per cent of the media
advertising budgets of the marketing industry.
5. How Media Independents Earn Income
Fee Based
system 70% of
the time
Commission
Based
System 30%
of the time
The fee based system or retainership is the more common way Mis earn their incomes from
clients. This system is more common with long-term clients who usually sign off a contract to
the effect.
Agency commissions and or volume discounts are either remitted back to the client
or ploughed back to the campaign as spots or insertions
The Commission based system is more common with Mis who work with one-off or small
time clients.
6. Challenges Facing Media Independents
• The Advertising Industry Debt Issue
• Media Compliance Issues
• Scarcity of skilled personnel
• Infrequent training
• Poaching of staff
• Constant media rate increases by Media houses
7. Tools Used By Media Independents in Nigeria
• MediaStar
– Media planning
– TAMS (Television Audience Measurement Survey)
– RAMS (Radio Audience Measurement Survey)
• ESPRI /AMPS (All Media and Products Survey)
– Marketing planning
• Media Monitoring Service
– (MMS) Media Habits Studies
– MMS Ad cluster reports
– Monitoring reports
• MediaTrak Monitoring report
– Monitoring reports
8. Services of Media Independents in Nigeria
• Media Strategy
• Branded entertainment
• Touch –Points Planning &Implementation (TV, Radio, Digital)
• Media Buying & Negotiation
• Media Co-ordination
• Competitive Ad Spend Analysis
• Post campaign analysis
• Tailored Research/Studies management
• Regional media co-ordination and management for multi-national
accounts
• Media market data mining, planning & application
• Sponsorship Evaluation & Management
• OOH Procurement & Management
9. Logos of Some Media Independents in Nigeria
mediaReach
MEDIASHARE NIGERIA
www.allseasonsmediacom.com
10. Media Independents Registered with MIPAN end
December 2011
S/n Name Account Portfolio Estimated
Billings
1. All Seasons
Mediacom
Campari, Sterling Bank, Emzor Pharma COBRA NET , Mirinda, Pepsi, 7up N 1b- N 2b
2. Capital Media Ltd MTN ,Globe Motors, Fidelity Bank , Mimee Noodles,Aquitane Oil & Gas N7b
3. Share Mind Unilever business, NBPlc (Malt & soft drinks) Bajaj N3.5b
4 Media Perspective NB Plc (Heineken, Gulder, Star & Legend ) Nokia , P &G(Always Sanitary
Pad, Vicks , Pampers, Oral-B, Ariel ) P&G corporate, Vitafoam,
N4b- N6b
5. Media Share Nestle( Maggi, Milo & Nescafe ), Airtel, , First Bank, N4b – N 5b
6. Momentum Media
Ltd
Nigerian Distilleries ( Seaman Schnapps, Squadron Dark Rum & Chelsea
Dry Gin)
NA
7. mediaReach OMD Etisalat, GSK , Indomie Noodles PZ, Promasidor
Reckitt-Benckiser ( Dettol,jik), Guinness & Diageo
N7b – N10b
8. Media Matryx NA NA
9. Peapco Media
Shop
NA NA
10 Starcom Media P&G( Pampers, Vicks), Samsung, Flour Mills of Nigeria Plc N 100m
11. Universal McCann Coca-cola, Cadbury Bournvita N5b
Source: Guestimates from Industry sources & in-house personnel.
11. Some Recent Account Re-alignments
• Accounts usually are usually won or lost as a result of any of the following
– Global re-alignment
– Pitch
• Recently in Nigeria, some accounts changed hands from the following
agencies listed below.
– Starcom Media
• Starcom recently won the Coca- Cola business from Universal McCann
• Also won the NBPlc account ( Star, Gulder, Heineken)from Carat Media
Perspectives, Maltina, Amstel Malt & Fayrouz from Sharemind
– Carat Media Perspective
• Carat Media Perspective recent clinched the MTN business from Capital Media
– PHD got the Ovaltine account from Sharemind in 2010
12. Media Independents Registered with MIPAN As At 2012
S/n Name Address Managing Director
1. All Seasons Mediacom 50,Adekunle Fajuyi Way G.R.A Ikeja Dr Ken Oyali
2. Capital Media Ltd 58, Oladipo Bateye street G.R.A Ikeja Mr Tony Udenze
3. Share Mind 2, Billings way, Oregun Ikeja Mr. Mike North
(replaces late Alan
McClarty )
4 Media Perspective 37/39 Oduduwa Crescent G.R.A Ikeja Mr. Emeka Okeke
5. Media Share 84, Opebi Road, Ikeja Mr. Austin Enwemasor
6. Momentum Media Ltd 48, Adekunle Fajuyi Way G.R.A Ikeja Mr. Akeem Aweroro
7. mediaReach OMD 7,Shonny Highway Maryland Ikeja Mr. Tolu Ogunkoya
8. Media Matryx 4a, Agbareh Close off Allen Avenue,
Ikeja
Mr. Segun Adewale
9. Peapco Media Shop 160b, Obafemi Awolowo Way, Ikeja Mr. Amuzie Akpaka
10 Starcom Media 47a, Adekunle Fajuyi Way G.R.A Ikeja Mr. Ayo Kupoluyi
11. Universal McCann 34,Ajanaku Street Awuse Estate,
Opebi Ikeja
Mr. Lanre Fasheun