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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 dipo.olowookere@businesspost.ng

Banking

Fidelity Bank’s Pre-Tax Profit Rises 167.8% in Q1 2025

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Fidelity Bank Nneka Onyeali-Ikpe

By Aduragbemi Omiyale

At the close of the first quarter of 2025 on March 31, the pre-tax profit of Fidelity Bank Plc stood at N105.8 billion, 167.8 per cent higher than the 39.5 billion achieved in the same period of 2024.

This information was contained in the financial statements of the company released to the Nigerian Exchange (NGX) Limited recently.

The top-line of the results was also impressive as the gross earnings went up by 64.2 per cent to N315.4 billion from N192.1 billion.

The lender also witnessed growth in interest income, primarily led by a 38.6 per cent year-on-year and 7.4 per cent year-to-date expansion in earning assets base.

In addition, the non-interest revenue was increased between January and March 2025, driven by FX-related income, trade and commission on banking services, supported by increased customer transactions.

Further, total deposits grew by 11.1 per cent ytd to N6.6 trillion from N5.9 trillion in December 2024, driven by 10.6 per cent ytd growth in low-cost deposits to N6.1 trillion, which represents 92.2 per cent of total customer deposits.

In the same period, local currency deposits jumped by 2.0 per cent ytd as foreign currency deposits surged by 21.4 per cent to $2.3 billion from $1.9 billion in December 2024.

Also, net loans and advances were up by 5.0 per cent ytd to N4.6 trillion, with growth in the bank’s loan book skewed to LCY loans as cost of risk declined to 0.6 per cent from 1.5 per cent in 2024FY.

“We started the year with triple-digit growth in profit and sustained the momentum in our earning assets growth. This performance shows the resilience of our business model and reinforces our confidence in delivering a better result in the 2025 financial year.

“Beginning the year with such positive momentum reinforces our commitment to supporting the growth of individuals and businesses, while enhancing our financial sustainability.

“As we go into the rest of the year, we remain focused on building a resilient banking franchise with a diversified earnings base,” the chief executive of Fidelity Bank, Mrs Nneka Onyeali-Ikpe, said.

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Banking

N50m Loan Fraud: Appeal Court Affirms Ex-banker’s Seven-Year Jail Term

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By Aduragbemi Omiyale

The seven-year jail term slammed on one Mr Onyekachi Nwosu by Justice R. O. Dugbo Oghoghorie of Federal High Court, sitting in Independence Layout, Enugu on January 14, 2021, has been affirmed by a unanimous judgement of a three-member panel of the Appeal Court delivered by Justice Zainab Babe Abubakar.

The former employee of Guaranty Trust Bank (GTBank) was convicted and sentenced for his commission of over N50 million loan fraud.

Mr Nwosu was prosecuted by the Economic and Financial Crimes Commission (EFCC) on a nine-count charge, bordering on forgery and obtaining by false pretence to the tune of N50 million.

The convict, who was an account officer of one Anyaso Chinedu, owner of Floxy Aluminum Odiofele Products Limited, used a forged document titled An Application to Mortgage, Consent to Mortgage and Tripartite Legal Mortgage to deceive GTB into believing that one Mrs Adebimpe Foluke pledged her property as collateral for the said loan to Floxy Aluminium Odiofele Products Limited.

Investigations revealed that he benefited N40 million from the fraudulent act by directly withdrawing it from the account of Floxy Aluminium Odiofele Products Limited.

In the course of his trial, prosecution counsel, Mainforce Adaka Ekwu, an Assistant Commander of the EFCC, called four witnesses and tendered 16 exhibits which were admitted in evidence as Exhibit EFCC 1-16.

At the end of the trial, Justice Oghoghorie held that the EFCC proved its case beyond reasonable doubt and convicted and sentenced Mr Nwosu accordingly.

Dissatisfied with the judgement, the convict approached the Appeal Court, praying it to set aside the judgement of the trial court, while Ekwu, the prosecution counsel prayed the court to uphold the judgment of the High Court and dismiss the appeal on the grounds that “the prosecution proved its case beyond reasonable doubt.”

The appellate court set aside the convictions from the trial court on counts one to eight but upheld that on Count 9, which read, “That you, Onyekachi Nwosu, sometime in September, 2010 in Enugu within the jurisdiction of the Federal High Court of Nigeria, while being an officer of Guaranty Trust Bank and being connected with the grant of loan, knowingly processed and facilitated the grant loan of N50 million to Floxy Aluminum Odiofele Products Limited, received the sum of N40 million as personal gratification, out of the said loan after it was granted, thereby committed an offence contrary to Section 15 (1) (a) (iii) and punishable under Section 16 (1) (a) of the Failed Banks (Recovery of Debts) and Financial Malpractices in Banks Act Cap. F2 Laws of the Federation of Nigeria.”

The Appeal Court held that “the evidence of the First Prosecution Witness, PW1 corroborated the confession of the appellant that he collected N40million from the loan sum of N50 million granted to the third respondent (Floxy Aluminum Odiofele Products Limited).

The court held that, “The appellant has admitted that he collected N40 million from the loan sum, which has proved the last ingredient of the offence against the appellant. Consequently, the conviction of the appellant on this Count 9 of the charge by the trial court was in order, in my humble view.”

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Banking

Tinubu, Others Hail Wema Bank’s Resilience at 80

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moruf oseni wema bank

By Aduragbemi Omiyale

President Bola Tinubu has showered praises on Wema Bank Plc for standing strong in the financial services industry in Nigeria at 80.

On Friday, May 2, 2025, the lender rolled out drums to celebrate its eight decades of existence, having been established in 1945 Agbonmagbe Bank Limited to pave the way for indigenous banking to thrive in Nigeria, challenging colonial monopoly of the banking industry to become a provider of financial services tailored to the needs of indigenous Nigerians and businesses.

In his message, Mr Tinubu commended Wema Bank for its unwavering resilience and technological innovations, which have set it apart among Nigeria’s banks.

“Over the last eight decades, the bank has focused on the vision of its founding fathers to support Nigerian businesses across all the key economic sectors with strategic business advisory and financial support, which are vital for sustainable growth,” he remarked.

Further commending the bank’s leadership for staying the course and steering the ship in the right direction, the President underscored the company’s 80 years of impact in the Nigerian financial services sector, expressing his confidence in the lender’s brighter future.

Also, the Governors of Ogun, Oyo, and Ondo States, Mr Dapo Abiodun, Mr Seyi Makind, and Mr Lucky Aitedatiwa, respectively, lauded the financial institution for remaining strong in the industry after 80 years.

In his remarks, the chief executive of Wema Bank, Mr Moruf Oseni, pledged the continued commitment of the firm to digital innovation, inclusive banking, and customer-focused service.

He thanked the government, as well as the bank’s partners, customers, shareholders, employees and other stakeholders, for their support and contributions to Wema Bank’s 80-year journey of transformation.

“Corporate longevity in Nigeria is not very common. Many banks, institutions and household names from the 1900s are no longer in existence, and now only live in our memories and industry folklore.

“Against this bleak backdrop, Wema Bank’s story shines. The fact that this great bank is even older than our beloved nation and is still thriving at 80, is a thing of pride and worthy of celebration,” he stated.

“Wema Bank is 80 years strong—and still driven by purpose, innovation and people. We have a big and bold vision for the bank.

“The most imminent milestone is our return to the top tier of banking in Nigeria, and as we look to the future of possibilities ahead, we will remain committed to the time-tested principles that have brought us this far—creativity, innovation and an incurable obsession with our customers,” Mr Oseni said.

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