Adetokunbo Modupe’s TPT International, Ayeni Adekunle’s Black House Media and Chude Jideonwo’s led Red Media Africa have merged winners of the Nigerian Breweries’ multi-million naira PR brief.
L-R: Adetokunbo, Ayeni and Chude.
Prior to the pitch, Nigerian Breweries had four mainstream PR agencies, TPT International, Mediacraft Associates, Synthesis Communication and Black House Media. However the outcome of the recent exercise has ensured that John Ehiguese Mediacraft and Desmond Ekeh’s Synthesis have given way to Red Media Africa.
Mediacraft Associates, Synthesis Communication and a certain PF Africa were the unsuccessful agencies at the pitch. It was widely speculated that Mediacraft and Synthesis would emerge winners having been on the business longer than any contestant but the result of the pitch has proved otherwise.
On TPT and BHM, observers believe that these two incumbent agencies may not experience much of a challenge having been on the account. But the only concern is the Red Media Africa that has little or no experience on product PR strategy.
Sources gathered that a competitive bidding process was conducted to expand Nigerian Breweries’ mindshare and consolidate its position as the leading beverage company in Nigeria.
Chude Jideonwo-Red Media
Red Media Africa is the only new agency chosen in addition to the existing agencies working for the company’s brands which includes Star, Gulder, Heineken, Maltina, Amstel Malta and Fayrouz. Nigerian Breweries PR business is considered one of the most challenging and demanding briefs in the industry. Therefore, any agency willing to handle the brief must possess a considerable level of capacity to be up to speed with the client. But it is not clear whether Red Media Africa would be able to handle the brief. Red Media had worked with top of the range brands including Access Bank, Intel and the British Council. Its subsidiary, StateCraft Inc, was the official communication agency for the Buhari/Osinbajo Presidential Campaign.
This is first PR account this year and the industry practitioners are anxiously awaiting the Reckitt Benckiser’s announcement in a couple of weeks.
Edited by: Jimmy Adesanya
Posted by: ©thebrandradio 2016. All rights reserved.