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Why It Is Unethical For PR Agencies To Mark Their Own Homework—Philip Odiakose

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Philip Odiakose

The first independent communications/PR measurement agency in Nigeria, P+ Measurement Services, recently set a new feat by becoming the first member of the International Association for Measurement and Evaluation of Communication (AMEC) in the country.

In a recent chat with BrandArena, Philip Odiakose, Lead Consultant of the firm, spoke on the benefit of being AMEC member and why it is unethical, unhealthy and unprofessional for PR agencies to mark their own homework. Excerpt:

Communications/PR measurement is very key to the growth of any business. How well is this practice in Nigeria?

I will begin by stating the meaning of AMEC, AMEC is the International “Association for Measurement and Evaluation of Communication”. The PR measurement practice is a budding industry in Nigeria. Brands are gradually warming up to the idea that value measurement is a core aspect of every marketing communications campaign. Benchmarking has become more important, PR measurement is gradually taking centre stage and definitely trend setting will complete the revolution for future performances of businesses and brands and we are glad that P+ is at the forefront of this evolution in the Nigerian business space.

In South Africa they have an Independent Association called SAMMA (South African Media Monitoring and Measurement Association) governing the Monitoring and Measurement consultant. There are no independent associations in Nigeria for the consultants in Nigeria, that is the reason PR agencies can take Independent monitoring briefs; which is unethical, unhealthy and unprofessional for an agency to mark their own homework. It is not right for you to be the accused, the judge and jury of your work”.

Can you expatiate more on that?

From my experience in the IMC industry, I can tell you that sometimes, agencies trim down on the negative report in order to look good in the eyes of the brand owners. Especially if the story is being published in one of the second tier publications that they feel doesn’t matter. That is why part of the service we also provide to our clients is crises management advisory. We understand the behaviour of the online media; we have monitored them and their feeders for a long time to know how to engage them when we want to.

As Lead Consultant at P+, how do you feel becoming the first member of AMEC in Nigeria?

We are excited to be the first member of AMEC in Nigeria. We are also happy to be the first Independent Communications/PR measurement agency in Nigeria. Our drive has been to improve the value proposition of brands so as to create an environment where brands can improve their services after reviewing the results of their campaigns. We want PR agencies to start seeing Independent Communications measurement agencies as partners (friends) rather than foes as our work helps to reflect the effectiveness of their activities.

We look forward to becoming a member of FIBEP, FIBEP is the world’s media intelligence federation with over 120 corporate members employing over 13,857 people in over 60 countries.

Due to the harsh economic situation of the country, many brand owners have been cutting cost on marketing communications, how has that affected P+?

The economic situation has affected brands no doubt, but we have been able to play a vital role in the growth of several brands even in this recession. A communications manager once said “if I had my last penny to choose between a PR agency and a PR measurement agency, I will choose a PR measurement agency, because I’m a communications person so I can still handle the PR for my brand, but I won’t want to take the risk of evaluating and measuring my own homework as I tend to be biased naturally”. We have proved through this period of recession that our consistent services are valuable to our clients by constantly providing them with access to information about their brands and supplementary information about the economic situation, so the effect on us has been minimal.

Tell us briefly about some of the things P+ has done so far this year?

As new entrants into the Nigerian market, we are proud of some of the work we’ve been able to do this year. We have provided PR measurement and media monitoring for clients locally and internationally across diverse industries ranging from financial institution, airlines, mobile technology, politics and government, tourism and resorts (South Africa), beverages and regional carnivals. It is evident that there is a market for P+’s services in the Nigerian business landscape as we have been able to build trust of multinationals, government and PR agencies in less than 2 years of our operation.

P+ has been one of the fastest growing agencies that offer PR measurement service in the country. Where do you see P+ in the next 5 years?

In the next five years, I see an industry where brands will put a stop to the practice of allowing PR agencies to handle their media monitoring and reportage, an industry where professionalism is paramount and one in which P+ is bringing in new innovations to help PR agencies and communications managers implement the new public relations measurement standard of the industry.

Lastly, what are your thoughts about the future of Communication/PR measurement generally? And what does being a member of AMEC mean for P+ as a young agency?

AMEC membership is internationally representative, with members in over 48 different countries, providing an opportunity to network and do business across borders which P+ happens to be the only member in Nigeria currently.

I have always said that measurements and evaluations are destined for top management capacities; from the creative strategy sessions and the processes of determining results. The future of the measurement industry is an industry where measurement consultants are called in during the planning phase to help determine a scope for how to measure results of their campaigns on all platforms from the start.

We are gradually leading the evolution by monitoring 26 print publications daily and 71 print publications in total within Lagos, part of the south, east and west; knowing full well that it is impossible to do selective monitoring and provide a competitive analysis report for brands. Timeliness stand us out in the industry, as our daily report gets to clients as early as 5am around the clock (first of its kind in Nigeria), every communication/PR directors and managers want to see their daily media highlights when they are still on the bed or on their way to work; that’s what P+ provide.

We received testimonies from clients, that “our timely daily report has helped them to make quick management decisions”. P+ is a believer of the human analysis report as against machine generated reports, we currently subscribe to 3 online media monitoring tools for near real time monitoring for our clients, but we do not allow the tools to generate reports for us because when measurement is built into a news monitoring platform the general metrics used can be a horrible reflection of your actual impact, Studies have revealed that automated measurement can be, at best, 55% accurate at times. So here you have to ask yourself, can I afford to be wrong almost half the time?

Philip Odiakose1

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via [email protected]

Banking

CBN Proposes N1,500 ATM Card Fee, N150 e-Dividend Mandate Processing Fee

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ATM card pin with biometrics

By Aduragbemi Omiyale

The Central Bank of Nigeria (CBN) has proposed that financial institutions operating in the country should charge N150 for the e-dividend mandate processing fee from May 1, 2026.

This was contained in the latest Guide to Charges by Banks and Other Financial Institutions in Nigeria, signed by the Director of the Financial Policy and Regulation Department of the CBN, Ms Rita Sikе.

The move is to promote a safe and sound financial system in Nigeria, accelerate the adoption of innovative financial services, financial inclusion and micropayments/transactions.

The reviewed guide, according to the central bank, provides for an increased range of financial services, encourages development of innovative products, strengthens responsibility for oversight and accountability and promotes financial inclusion through lower tariffs for micropayments/transactions.

It also reviewed some charges for banking services to encourage increased adoption of electronic channels and accommodate new industry participants since the issuance of the 2020 guide.

“In view of the above, the draft guide is hereby exposed to members of the public for their comments/input on the proposed fees contained therein. Comments are to be sent to [email protected] on or before May 08, 2026,” a part of the note stated.

In the draft, the banking sector regulator is suggesting the payment of N1,500 for local debit card issuance and replacement by customers and a $10 annual fee for foreign currency-denominated debit/credit cards.

For on-site ATM transactions, a charge of N100 per N20,000 withdrawal was proposed and N100 plus a surcharge of not more than N500 per N20,000 withdrawal. It emphasised that the surcharge, which is an income of the ATM deployer/acquirer, shall be disclosed at the point of withdrawal to the consumer.

The bank also said that for electronic fund transfers below N5,000, no fee would be collected, but from N5,000 to N50,000, customers would part with N10, and for transfers above N50,000, the fee of N50 would be paid, while for microfinance banks, there would be the settlement bank’s charge plus 10 per cent of the charge.

The CBN noted that this guide applies to commercial banks, merchant banks, Payment Service Banks (PSBs), non-interest banks, microfinance banks, finance companies, Primary Mortgage Banks (PMBs), Development Finance Institutions (DFIs), credit guarantee companies, Mobile Money Operators (MMOs), and any other institution as may be designated by it.

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The Inside Story: How Stanbic IBTC’s EVB Programme is Revolutionising Corporate Banking

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Stanbic IBTC Bank Logo white

In today’s rapidly evolving business environment, organisations face heightened competition, shifting workforce expectations, and increasing pressure to optimise productivity. Amid these dynamics, one truth has become increasingly clear: employees’ financial well-being is directly tied to organisational performance.

Employees who are financially secure demonstrate greater commitment, higher productivity, reduced absenteeism, and stronger alignment with company objectives. Conversely, financial stress has emerged as a leading contributor to disengagement, declining morale, and weakened performance across all levels of the workforce.

At Stanbic IBTC, we recognise this critical relationship between employee financial health and business outcomes. This insight led us to engineer Employee Value Banking (EVB)—a strategic, comprehensive, and future-proof solution designed to help organisations strengthen their workforce, elevate their value proposition, and drive long-term business sustainability.

EVB is a transformational partnership model aligning employee wellbeing with corporate productivity, risk reduction, and efficiency.

A Holistic, Employee-Centric Banking Architecture

EVB is built on the understanding that employees across varying grades and income brackets have unique financial realities. By offering a robust suite of banking, investment, insurance, and advisory services tailored to diverse needs, EVB empowers organisations to meaningfully enhance their workforce’s financial security and stability.

Key Components of the EVB Suite

  1. Digital Unsecured Personal Loans with Flexible Repayment

Employees gain access to seamless, digitally processed loans that allow them to meet immediate financial needs with ease.

Flexible repayment structures reduce financial strain while supporting responsible borrowing behaviour.

  1. Tailored Savings and Investment Solutions

Through structured savings plans, mutual funds, and diverse investment options, employees are empowered to build wealth over time.

This fosters discipline, long-term planning, and financial resilience.

  1. Pension and Asset Management Services

With Stanbic IBTC Pension Managers and Stanbic IBTC Asset Management, employees benefit from expert retirement guidance, wealth advisory, and long-term financial structuring—ensuring a secure and predictable future.

  1. Comprehensive Insurance Cover (Life, Health & Assets)

Employees and their families enjoy protection against major life risks, including health emergencies, life insurance, and property coverage.

This security enhances peace of mind and reduces workplace anxiety.

  1. Mortgage Support at a Competitive Single-Digit Rate of 9.75%

Homeownership remains a powerful symbol of stability and success.

Through EVB’s highly competitive mortgage solution, 774 families have successfully become homeowners from 2024 to date, demonstrating the program’s profound and measurable impact.

A Structured, Responsible, and Risk-Free Lending Model

One of the core strengths of EVB is its cadre-based lending framework, which aligns all loan offerings with employee grade levels, income bands, and organisational hierarchy. This ensures:

  • Responsible and sustainable lending behaviours
  • Protection against over-borrowing
  • Stronger financial discipline
  • Greater alignment with corporate HR structures

What distinctly sets EVB apart is its employer-focused risk mitigation. EVB’s structure ensures employers face no risk, making it uniquely designed for seamless adoption compared to standard banking programs.

All loans provided under the program are fully insured, meaning organisations carry:

  • Zero liability
  • Zero indemnity exposure
  • Zero financial risk

This allows HR and management teams to expand their employee value proposition without adjusting internal financial structures or bearing additional costs.

Beyond Banking: Building a Financially Resilient Workforce

Financial empowerment is not achieved solely through products; it requires education, behavioural change, and consistent guidance.

Further differentiating EVB, Financial Fitness Workshops and complimentary Financial Health Checks are embedded as core components, giving employees ongoing support that competitors rarely offer.

These workshops cover:

  • Personal budgeting and cash flow management
  • Savings and investment strategies
  • Smart debt management
  • Retirement and pension planning
  • Wealth creation principles

By equipping employees with financial knowledge, organisations reduce anxiety, enhance decision-making, and cultivate a more confident, resilient, and empowered workforce.

A Strategic Partnership That Delivers Sustained Organisational Value

EVB enables organisations to build a healthier, more motivated, and higher-performing workforce.

It is not a product—it is a strategic collaboration that enhances organisational culture, strengthens HR capability, and improves employer brand reputation.

Through EVB, organisations benefit from:

  • Higher employee engagement
  • Improved productivity and performance
  • Reduced financial stress across all workforce levels
  • Enhanced talent attraction and retention
  • A stronger, richer reward and well-being structure
  • A fully digital, modern, and efficient employee banking experience

EVB reflects Stanbic IBTC’s long-standing commitment to supporting organisations by empowering the individuals who drive their success.

Employee Value Banking (EVB) is a pivotal advancement in corporate banking. Where traditional bank–corporate relationships focused on organisational accounts and financial transactions, EVB introduces a holistic, human-centric model that puts employees’ well-being at the core of corporate financial services.

Through EVB, Stanbic IBTC has:

  • Transitioned corporate banking from a transactional model to a value-driven partnership
  • Expanded the definition of the corporate customer to include the entire workforce
  • Integrated banking, pensions, investments, mortgages, insurance, and financial education into a unified ecosystem
  • Elevated corporate banking into a strategic enabler of productivity, well-being, and business sustainability
  • Positioned financial well-being as a competitive advantage for modern organisations

EVB has redefined the future of corporate banking, transforming it from a service function into a lever for organisational excellence, employee empowerment, and value creation.

Stanbic IBTC drives this change, enabling businesses to build secure, high-performing workforces.

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Banking

Unity Bank, Experts Call for Increased Investment in Green Economy

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Unity Bank UnityCares

By Modupe Gbadeyanka

The need for increased investment in the green economy and the adoption of frontier technologies as critical pathways to driving economic resilience and reducing the impact of climate change on vulnerable populations across Africa has again been stressed.

At a thought-provoking webinar hosted by Unity Bank Plc to commemorate this year’s Earth Day, themed The True Cost of Climate Change and Who Pays? leading climate innovation experts highlighted the disproportionate burden which climate change places on underserved communities and the need for inclusive solutions.

For example, the chief executive of Instollar, Ms Chinwe Udo-Davis, submitted that, “The true cost of climate change is not evenly distributed.”

“Communities with the least resources are often the most affected, whether through energy poverty, environmental degradation, or limited access to sustainable alternatives. Addressing this imbalance requires intentional investment in clean energy solutions that are both accessible and scalable,” she noted.

Also, the Programme Manager at the Nigeria Climate Innovation Centre, Oluwatosin Ajide, underscored the importance of coordinated, system-wide approaches in tackling climate challenges, particularly through innovation and policy alignment.

“Climate change is fundamentally a structural problem, and its solution requires a paradigm shift: from innovation and policy to financing and implementation. Stakeholders must work collaboratively to drive solutions that are sustainable and inclusive,” Ajide stated.

In his opening remarks, Unity Bank’s Head of Strategy and Innovation, Mr Ibukun Coker, emphasised the urgency of addressing climate risks from both a societal and business perspective.

“Climate change is no longer a distant or abstract challenge. It is an existential threat with direct consequences for individuals, businesses, and economies.

“At Unity Bank, we recognise the role institutions must play in incorporating sustainability in project financing, supporting businesses and promoting solutions that build resilience in communities where we operate,” he stated.

The programme provided an avenue for stakeholders to examine the human, economic, and institutional costs of climate change, while spotlighting practical solutions to address its growing impact.

It also explored emerging opportunities in climate technology, renewable energy, and ecosystem financing, reinforcing the role of innovation and cross-sector collaboration in building long-term resilience.

By hosting the webinar, Unity Bank continues to demonstrate its commitment to advancing sustainability-focused dialogue and supporting initiatives that promote responsible growth and environmental stewardship.

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