Banking
Why It Is Unethical For PR Agencies To Mark Their Own Homework—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?
By Adedapo Adesanya
Africa’s most valuable fintech, Flutterwave, has signalled that its long-anticipated initial public offering (IPO) remains firmly on the back burner as the company intensifies efforts to transform itself into a licensed financial institution across the continent.
The firm’s chief executive, Mr Olugbenga Agboola, said the firm is focused on building sustainable profitability, diversifying its revenue streams and expanding its banking footprint before considering a stock market listing.
Speaking to The Africa Report, Mr Agboola described an IPO as a future financing milestone rather than an immediate strategic objective.
“An IPO is a financing event, not a strategy,” he said. “We are not holding any pressure to go public. This gives us the flexibility to be patient and ensure when we do list, we’re doing so from a position of strength.”
The comments come as Flutterwave embarks on an acquisition-led expansion strategy aimed at securing banking licences and deeper regulatory access across Africa.
Mr Agboola revealed that the company is currently in the process of acquiring a bank in East Africa, though he declined to disclose the institution or country involved.
The planned acquisition is expected to provide Flutterwave with an established customer base, existing banking infrastructure and regulatory approvals, significantly shortening the time required to enter new financial services markets.
According to Mr Agboola, the company’s expansion priorities include Kenya, Ghana, Rwanda, Tanzania, South Africa and Egypt, while the Democratic Republic of Congo and Ethiopia remain under consideration for future growth.
Rather than building banks from scratch in every market, Flutterwave intends to adopt a mix of acquisitions, licences and strategic partnerships depending on local regulatory conditions.
“The vision is not to form a bank in every country but to ensure that every African business has access to more than financial services,” Mr Agboola said in the interview.
The banking push follows recent regulatory and corporate developments, including the Central Bank of Nigeria’s approval of Flutterwave’s banking licence and the acquisition of open banking startup Mono.
Together, the moves underscore a broader strategy to expand beyond payments and establish new revenue streams in lending, liquidity management and business banking services.
Flutterwave plans to focus on institutional deposits from businesses already using its platform rather than competing aggressively for retail deposits.
The company intends to leverage transaction data from its payments network to provide short-term working capital, merchant financing, invoice discounting and trade finance products for small and medium-sized enterprises.
Mr Agboola disclosed that the bulk of the capital earmarked for banking operations will be directed toward credit support and liquidity buffers, with additional allocations for lending and banking infrastructure.
The strategy reflects a growing trend among African fintech firms seeking banking licences to reduce dependence on traditional financial institutions and gain greater control over settlement, liquidity management and product development.
Despite speculation about a near-term public listing, Mr Agboola maintained that Flutterwave’s immediate focus remains execution and growth.
He noted that the company will only consider an IPO after achieving stronger profitability and establishing scale across its payments, banking and remittance businesses.
In February 2025, he told Bloomberg that Flutterwave would only pursue a public offering after becoming profitable. He also stated in late 2024 that the company was “not in the IPO race.”
Founded in 2016, Flutterwave has processed more than one billion transactions valued at over $40 billion across 35 African countries. The company recently secured fresh funding that lifted its valuation to $3.3 billion, with American blockchain firm Ripple leading the investment round.
For now, however, Flutterwave appears more interested in building the foundations of a pan-African financial institution than rushing to the public markets, positioning banking expansion as the next phase of its growth story while keeping an eventual IPO firmly on the long-term horizon.
By Adedapo Adesanya
Nigerian businessman Femi Otedola has strengthened his position as the largest shareholder in First Holdco Plc, increasing his stake to 26 per cent through the acquisition of additional shares worth N222.21 billion on the Nigerian Exchange (NGX) Limited.
According to a disclosure on the NGX on Thursday, the chairman of First Holdco acquired further 1,779,094,976 shares of the group at N124.90 per share.
The transaction on the Nigerian main bourse takes Mr Otedola’s position to 11,763,018,192 shares from 9,277,792,037 as of June 30 2026, as per the company’s unaudited results, making him the largest shareholder of the oldest financial institution in Nigeria.
The acquisition also has implications under Nigeria’s takeover rules, which require any shareholder that acquires 30 per cent or more of a listed company to make a mandatory offer to the remaining shareholders.
With an estimated 26 per cent stake in First Holdco, which is equivalent to nearly 12 billion shares out of the company’s 45.48 billion outstanding shares, Mr Otedola is now nearing the regulatory threshold.
The gap to the mandatory takeover threshold is about 2.49 billion shares, fewer than the block Otedola acquired in July 2026 alone. A further purchase of a similar scale would trigger Nigeria’s mandatory takeover rules, requiring him to make an offer for all the remaining shares of First Holdco Plc, the parent company of First Bank of Nigeria Limited.
As of now, the billionaire has given no indication that he intends to trigger a mandatory takeover, consistently describing his share purchases as a long-term investment rather than a path to outright control of the group.
Mr Otedola’s stake-building has been years in the making but gathered significant pace in 2026. He held 6.68 billion shares, representing 15.95 per cent of First Holdco, at the end of June 2025, when the company had 41.88 billion shares outstanding.
By March 31, 2026, his holding had risen to 8.06 billion shares against an expanded share capital of 44.45 billion. Three months later, his stake increased to 9.28 billion shares after he acquired about 1.22 billion shares in a single quarter, largely through indirect holdings. A further acquisition through his investment vehicle, Calvados Global Services, this month pushed his holdings above the 10 billion-share mark for the first time.
He has also reiterated that the money committed is his own rather than borrowed.
In recent months, Mr Otedola has also made other high-profile investment moves beyond the banking sector, including acquiring a luxury residence in London’s exclusive Mayfair district, underscoring his growing international real estate portfolio.
He is believed to have participated in a financing arrangement involving the Dangote Refinery, placing funds with the facility as it secured working capital to support the scale-up of operations.
With the 30 per cent threshold now within reach, is a First Holdco takeover Mr Otedola’s next move?
By Aduragbemi Omiyale
In the first six months of this year, Sterling Financial Holdings Company Plc, the parent company of Sterling Bank Limited, grew its gross earnings by 31.5 per cent to N279.6 billion.
This was buoyed by a 33.7 per cent jump in interest income to N223.6 billion as the loan book expanded and asset yields improved, with non-interest income rising by 23.3 per cent to N56.0 billion, supported by notable increases in fee income and other operating income lines. As of June 30, 2026, the organisation’s net interest income climbed by 41.0 per cent to N137.4 billion.
The unaudited results for the half-year ended June 30 showed that the firm recorded a 21.9 per cent surge in profit before tax (PBT) to N55.5 billion, and a 20.4 per cent leap in profit after tax (PAT) to N50.3 billion.
The broad-based growth across key performance indices extended to the balance sheet, with total assets expanding by 19.3 per cent to N4.67 trillion, supported by a 21.1 per cent growth in customer deposits to N3.62 trillion and disciplined expansion in the loan portfolio.
Shareholders’ funds increased in the period under review by 27.8 per cent to N547.7 billion, primarily reflecting the N96.6 billion raised through a public offer of 13.8 billion ordinary shares.
Also, return on average equity stood at 20.6 per cent and return on average assets improved to 2.35 per cent from 2.05 per cent.
The performance by Sterling Holdings was anchored by the ongoing modernisation of its technology stack and operating model across its commercial (Sterling Bank), non-interest (AltBank), and wealth management (SterlingFI) arms.
That work is showing up in faster service turnaround, tighter unit economics, and greater headroom to absorb rising customer activity without loosening its risk posture.
The combination of a reinforced capital base, expanding deposit franchise, and broader earnings mix leaves Sterling Holdings positioned to compound growth in the second half of the year, channelling capital where it earns most and continuing to lend into the real economy.
