Banking
Why We Are Championing Crusade For NIMMA—Odiakose
Lead Consultant of Nigeria’s leading and fastest growing Independent PR measurement and evaluation agency, Mr Philip Odiakose, has been in the forefront of establishing the Nigerian Media Monitoring and Measurement Association (NIMMA).
In this interview with BrandArena, Mr Odiakose explained why he is backing this and also the benefit of having that body to regulate the activities of Independent Media Monitoring and Measurement Agencies in Nigeria.
You have been a strong advocator for an Independent Media Monitoring and Measurement body in Nigeria for a year now, what has been the reaction of the IMC industry at large to your advocacy?
As I have always said, independent media measurement is the future and we are glad that that the IMC industry has started yielding to our plea. Since we started the campaign for an Independent measurement and evaluation to better brand experience, acceptance from PR agencies and communications managers has increased by 20% from 0%. Again, we are not there yet, but we are taking giant strides to make both PR agencies and clients understand the value of an independent measurement and evaluation service.
You were recently in Ghana for AMEC Measurement Month, can you share with us some of the highlights of the event and what can you say the acceptance of Independent Measurement and Evaluation in the continent like presently?
Yes, we co-hosted the event with Media Monitor in Ghana for the AMEC Measurement Month. The AMEC Measurement Month initially used to run within a period of one week, but due to the increasing interest of practitioners in Measurement and Evaluation, AMEC Measurement Week became extended to a period of one month. It was a forum that required PR Measurement consultants around the world to sensitize PR agencies, communications managers and media practitioners on the importance to integrate measurement and evaluation into their communications strategy and the importance of the new AMEC framework.
We were also there to communicate our success rate as there has been an increase in awareness for brands and communications managers to see the need to engage an Independent measurement and evaluation agency for brand health check and performance audit, which is something that P+ has been pioneering and preaching for the Nigeria market. Brands are starting to understand that allowing their PR agencies to mark their own homework is doing a lot of damage to brands.
Is the current Advertising Value Equivalent (AVE) method being used by practitioners good enough for communication/PR evaluation?
The fight against the use of AVE has been on for decades, the use of AVE in this part of the country is still very high as agencies believe it is the only way to show value for their spend, which the AVE analysis has been doing a lot of damage than good to brands in their care. It is important to note that at P+ Measurement Services we use measurement standards which are acceptable all over the world and we stand with the Barcelona Principle 2:0 vs 5 which states that AVE is not the true reflection of value for ROI. Let me make this clear, that the word ROI is wrongly used in the PR practice, as all eyes tend to look at the financial figure in PR, neglecting the fact that PR is all about reputation, image building, crisis management and media relations. So when measuring the impact of PR on brands, key KPIs like, JRM, SOI, SOV, reach, cyberspace analysis, spokesperson impact, reputation measurement, journalist/Blogger loyalty analysis, message sentiment analysis, competitive analysis should be looked deeply into. Public and Media perception Audit of a brand should be checked quarterly or bi-annually; which will require the input of an Independent Measurement and Evaluation agency.
Why do you think we should have an Independent Measurement and Evaluation body in Nigeria? What are the pros and cons?
I think the creation of such body is long overdue, we have a lot of media monitoring and evaluation agencies in Nigeria, which have been in operation in Nigeria for years under the umbrella of PRCAN and APCON. I think it is time we own an association and a body that regulates and creates best practices for media monitoring and evaluation in Nigeria. For example, South Africa has an Independent Association called SAMMA (South African Media Monitoring and Measurement Association) governing the Media Monitoring and Measurement consultant. There are no Independent associations in Nigeria for the consultant in Nigeria, which is why some of us run to APCON or PRCAN when an association letter is required to get certain businesses which are very wrong.
Secondly, the non-availability of an Independent monitoring and measurement body, gives the reason why PR or advertising 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
Having an Independent Monitoring and Measurement association will break such unethical practices and bridge the gap between PR agencies and independent measurement practitioners.
There are rumours that some PR agencies are considering the establishment of new agencies that will cover communication measurement and evaluation, do you think it’s possible for such agencies to be objective in their reports?
Really, that will be unprofessional for such PR agency, as well as unhealthy for a brand. I think we need to stop looking at the monthly PR retainer for a minute and think of the brand health, questions like ‘Is it healthy for me to mark my own homework and still deliver value to the brand”?
It is still awkward when I hear PR agencies say they do media monitoring in-house, a known Communications director said and I quote “PR agencies marking their own homework is just like a student who writes an exam and also mark his own scripts”. I think PR agencies should start seeing Independent Measurement and Evaluation agencies as friends rather than competitors as we are all in the business to create an unforgettable brand experience.
Are brand owners giving encouraging support for your operations so far?
I will say the sensitization is penetrating gradually and fast, as brands are beginning to separate Media monitoring and measurement from PR agency briefs. Communications and PR managers are also turning advocates for the independent measurement as they have seen the impact and value we have provided with our timely media intelligence report. Business decisions are made and strategies are created from our work and we expect more ownership from more communications and brand managers in the future to be advocates. An example of such is the just concluded Edo state governorship election, which P+ Measurement Services was appointed as the Independent Monitoring and Measurement Consultant for one of the aspirant, our timely delivery and media intelligence report played a major role in the emergence of the current elected Governor of the state; in which we worked alongside Tony Usidamen, the CEO of UBURU an Independent communications agency in Lagos, and Media manager to the Governor during the campaign.
How many Independent Monitoring and Measurement agencies do we have presently in Nigeria?
You will be shocked to know, we have over 7 known media monitoring and measurement agencies in Nigeria; that is why it is imperative to create an Independent Monitoring and Measurement body to regulate and set best practices for our industry and guiding measurement and evaluation activities in the right direction.
Any on-going plan towards the establishment of a government recognized body a reality?
The plan is already in motion and being implemented as we speak, but that will not stop members from belonging to the global body AMEC, which governs the activities of all measurement and evaluation practitioners in the world. P+ Measurement Services happens to be a member of AMEC.
What else will you like to share with us?
The future of the monitoring and measurement industry in Nigeria is an industry where we are called in during the planning phase to help determine a scope for how to measure results of campaigns on all media platforms from the start. Where brands and consumers will enjoy a full brand experience knowing that the right research and data is given all through each campaign, where agencies and clients are in unison and I will not stop preaching the importance of a unified smooth working IMC which includes independent measurement and evaluation.
By Modupe Gbadeyanka
In its determination to help the government achieve a $1 trillion economy by 2030, the Central Bank of Nigeria (CBN) has introduced two account packages for Nigerians in the Diaspora.
The central bank tagged these account options as the Non-Resident Nigerian Ordinary Account (NRNOA) and the Non-Resident Nigerian Investment Account (NRNIA).
In a circular signed by its acting Director for Trade and Exchange Department, Dr W.J. Kanya, the apex bank stated that the NRNOA allows account holders to remit their foreign earnings to the country and manage funds in both foreign and local currencies, while the NRNIA gives them the opportunity to invest in assets in Nigeria in either foreign or local currencies.
It explained that account holders may maintain both a foreign currency account of a local currency account or both to carry out their transactions or partake in diverse investment opportunities.
It stated that Nigerians abroad will have the opportunity to won any of the accounts from January 1, 2025, subject to meeting KYC requirements.
The CBN said it came up with these account products to improve access for non-residents to opportunities in the Nigerian economy and increased contribution of Diaspora community to the socio-economic developments of Nigeria.
According to the circular, account holders can use their accounts to participate in the country’s Diaspora bond and other debt instruments issued locally, specifically targeted at the Nigerian Diaspora or available to the investing public.
It said the accounts would also serve as a conduit for them to manage their funds directly in a safe and secure environment and reduce the reliance on third parties in meeting local commitments and obligations.
By Adedapo Adesanya
Guaranty Trust Holding Company (GTCO) Plc recently completed the raising of N209 billion out of its targeted N400.5 billion public offer in the ongoing recapitalisation efforts directed by the Central Bank of Nigeria (CBN) to create resilient banks amid rising external shocks in the global environment.
Speaking on this development, the chief executive of the firm, Mr Segun Agbaje, said the equity capital raising has set a strong foundation for accelerated development.
“We extend our sincere appreciation to our new and existing shareholders, as well as the regulatory authorities, for their unwavering support during this initial phase of our equity capital raise.
“The strong participation and successful capital verification exercise and allotment process reaffirm the confidence investors have in our fundamentals and execution capabilities.
“This sets a solid foundation for accelerating our strategic roadmap, which aims to pivot the Group for transformational growth and unlock greater value across the Group’s Banking and Non-Banking businesses,” the banker stated.
GTCO had launched a public offer of 9.0 billion ordinary shares of 50 Kobo each at N44.5 per share, with N209.41 billion realized, representing 52.3 per cent of the total offer size.
The offer garnered substantial interest from domestic retail investors, raised a total of N209.41 billion from 130,617 valid applications for 4.706 billion ordinary shares, fully allotted.
“This milestone concludes the first phase of GTCO’s phased equity capital raise programme, which is structured on a balanced allocation strategy based on an equal split between institutional and retail investors. This balanced approach aligns with GTCO Plc’s commitment to fostering a well-diversified and robust investor base,” GTCO stated.
The announcement followed completion of the capital verification exercise conducted by the CBN and the approval of the basis of allotment of the offer by the Securities and Exchange Commission (SEC).
By Modupe Gbadeyanka
No fewer than 30 pregnant women at the Mushin Primary Health Centre in Lagos have received maternity kits from Fidelity Bank Plc.
The gesture from the financial institution is part of its efforts to support improved maternal health in the metropolis.
It was gathered that the items were given to the beneficiaries through the Fidelity Helping Hands Programme (FHHP), a Corporate Social Responsibility (CSR) initiative of the lender aimed at promoting staff involvement in community development under the Great Minds Inductees Class.
“The project was borne out of the need to support pregnant women by providing them with essential materials for a safe delivery,” the Divisional Head for Brand and Communications Division at Fidelity Bank, Mr Meksley Nwagboh, explained.
“Maternal mortality remains a significant public health challenge in Nigeria, with the country accounting for a substantial proportion of global maternal deaths.
“In fact, a 2023 United Nations report indicate that nearly 28.5% of global maternal deaths occur in Nigeria.
“This is an alarming statistic and as a bank given to improving the welfare of our host communities, we deemed it fit to support initiatives to address this challenge in the Mushin community with this donation,” he stated.
One of the beneficiaries, Mrs Mary Olusanya, expressed her heartfelt appreciation for the bank’s support.
“I appreciate Fidelity Bank for helping us. Many pregnant women cannot afford these kits, but this donation ensures that we can have safe deliveries and better healthcare,” she said.
The Medical and Health Officer for Mushin Local Government Area, Dr Kayode Odufuwa, said, “This intervention by Fidelity Bank will help reduce maternal mortality and encourage more women from less-privileged backgrounds to register for antenatal care.”
“On behalf of the Chairman of Mushin LGA, Mr Emmanuel Bamgboye, we want to express our heartfelt gratitude to Fidelity Bank for extending its donation of maternity kits to pregnant women at this centre.
“We appeal for continued collaboration with the Bank to further strengthen healthcare services within the area,” he stated.
On her part, the Apex Nurse and Deputy Director of Nursing Services in Mushin LGA, Mrs Bolanle Odunlami, said, “The donation is a much-needed relief for many mothers who are unable to afford essential delivery kits. Fidelity Bank has truly shown empathy by coming to the aid of our patients, and for that, we are extremely grateful.”
Business Post reports that through the FHHP, employees of the bank identify projects that benefit their immediate community and gather funds to implement them.
The bank’s management then matches this contribution with an equivalent amount and allocates it for the chosen projects.
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