Insight Publicis is clearly having a good time while many Nigerian agencies may be far from stable, due to the economic recession which has forced clients to cut marketing budgets.
The agency recently won a major international advertising brief when it claimed ownership of PepsiCo’s creative business in 14 markets in Africa. The agency which already has control of Pepsi’s creative brief in Nigeria will now do same for 14 markets.
The agency has already started work on the new brief and will soon rollout a new campaign for Mirinda, one of the major brands under the PepsiCo product portfolio.
Insight which is Nigeria’s biggest agency, has since signaled its intention to play in the highly competitive waters of global advertising, and this triumph takes the agency a step closer to that that expectation.
The account was won after a very intense contest which set the agency up against some of the big agency networks in the world.
The contest for the multi-billion naira account was a two-legged tie, as an initial presentation was held in Addis Ababa, Ethiopia, and the final leg took place in South Africa. At the end of it all, it was Nigeria’s Insight Publicis that was adjudged the most creative.
According to Feyi Olubodun, Insight Publicis CEO, “This was a pitch that took over 6 months. We had to go to over to Ethiopia to make the first presentation and then we made it again in South Africa before we were awarded the piece of work.”
Insight has been the creative agency for PepsiCo representative in Nigeria, SevenUp Bottling Company, for the last 26 years, and over the period, it has helped build the different brands on SBC’s portfolio to market leadership position.
The current Pepsi LongThroat campaign which Insight Publicis ran for the company has been the recipient of two major international awards; WARC and Epica. The awards are yearly competed for among top global agencies.
The campaign was also said to have delivered 25 percent above target in terms of sales for the client.