Connect with us

Brands/Products

Advocating for Nigerian Media Monitoring and Measurement Association (NiMMA)

Published

on

Nigerian Media Monitoring and Measurement Association NiMMA

By Queen Nwabueze

One revolution that happened in the public relations ‘sector’ is the reality that there are now Independent PR measurement and evaluation consultancies who can prove Public Relations ROO (Return on Objective) for good.

Over the years, measuring the true value of Public Relations has been the biggest challenge for a marketing communicator. Yes, indeed. Before the arrival of Independent PR measurement services, it used to be so nightmarish to calculate PR value with a 360 degrees approach.

Put literally, PR measurement and evaluation is investigating to see whether you met your set objectives and overall goal just as you promised in your strategic communications plan.

Today, there is wider recognition that public relations programmes can be measured and that there is strength in doing so.  What this means is simple. It means that every communications professional whether in the kindergarten or expert level should be an advocate for measurement without necessarily seeking to control or lead the process.

The Chief Insight Officer of leading and fastest growing Independent PR measurement and evaluation agency, Philip Odiakose was able to pluck a leaf from the law profession to put it simpler: “It is not right for you to be the accused, the judge and jury of your work.”

But wait a sec! Whose responsibility is it to measure whether a particular PR campaign sold or not? To get more insights on whose responsibility it is to audit ALL communications performance, kindly read, Who should measure PR?

Since measurement and evaluation programmes are part of a typical strategic communications plan, let’s just state the pain point right away – there is no association of media monitoring and measurement for practitioners in Nigeria like it is in other climes.

This is not just teary, it is also very unethical as the regular PR and advertising agencies have continued to accept media monitoring/traction briefs – the job of independent media monitoring and measurement experts.

In fact, if you offer a public relations measurement service in Nigeria or nurse the ambition to run a communications analytics business or even demand that PR demonstrates its value from time to time, then you should be bothered that the PR analytics industry does not have an association of its own.

We all know the tremendous pressure about how people now demand that PR demonstrates its value. If this is a surefire, why is the industry still depending on sister associations like PRCAN and APCON to prove its own value?

P+ Measurement Services, a leading PR measurement and evaluation consultancy took a shot at this in 2016 (https://dailypost.ng/2016/10/21/championing-crusade-nigerian-media-monitoring-measurement-association-philip-odiakose/). The measurement expert shouted itself hoarse, asking stakeholders to enable the process. This is 5 years down the line and no association yet for the noble industry. Should we conclude that all the efforts were in futility? No.

Setting up a Nigerian media monitoring and measurement body will not only help to make the industry invincible but also help practitioners to champion their own cause and truly operate independently as they ought to.

Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Brands/Products

JMG Installs Solar Power Systems at Three NIPCO Fuel Stations

Published

on

JMG solar power systems NIPCO

By Aduragbemi Omiyale

Nigeria’s trusted hybrid and integrated electromechanical energy provider, JMG Limited, has completed the installation of solar power systems at three key fuel stations of NIPCO Plc.

The clean energy source was installed at NIPCO’s petrol dispensing outlets in Gwagwalada Abuja, Lekki Lagos, and Mpape Abuja.

This will help the organisation eliminate diesel reliance, and unlock more than N44 million in annual energy cost savings.

The installations feature advanced hybrid systems, combining solar arrays, lithium battery storage, and smart inverters to provide 24/7 energy for fuel pumps, lighting, and office operations. Each site has reported zero use of electricity or generator power since the systems were installed.

The three NIPCO stations now run on an advanced hybrid solar system that combines high‑efficiency PV panels, intelligent lithium‑battery storage and smart inverters.

Since commissioning, the sites have operated with zero grid or generator power, providing silent, clean, uninterrupted electricity for pumps, lighting and administration.

“We are proud to help NIPCO lead the energy transition at the retail level.

“The scalable architecture can be sized to each location and has already delivered significant savings, about 88,535 kWh/year, N44.4 million in annual cost savings and a 43.8‑tonne reduction in CO₂ emissions,” the Head of JMG’s Hybrid Solar Division, Mr Abbass Hussein, stated, adding that, “Collaborating with NIPCO on this initiative demonstrates a practical pathway for other firms to reduce both emissions and energy expenses.”

Also commenting, NIPCO’s Station Manager at Gwagwalada, Mr Idoko Jacob, said, “The stations have not relied on electricity or generator power on bright-weather days since commissioning. The solar systems fully meet our daily energy needs during such periods. On days with poor weather, we supplement the solar system with generator power to ensure uninterrupted operations.”

Business Post gathered that the NIPCO Gwagwalada Station has a solar output of 42,450 kWh/year, annual savings of N15.6 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 51.2kWh Lithium Battery Storage.

The NIPCO Lekki Station has a solar output of 3,635 kWh/year, annual savings of N12 million, and CO₂ reduction of 13,130.1 kg/year, with a system installed consisting of a 25kW Must Hybrid Inverter, 22.95kWp Solar PV, and 76.8kWh Lithium Battery Storage.

As for the NIPCO Mpape Station, it has a solar output of 42,450 kWh/year, annual savings of N16.8 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 61.44kWh Lithium Battery Storage.

Continue Reading

Brands/Products

MAGGI Unveils ‘Taste of Christmas’ Campaign

Published

on

MAGGI Taste of Christmas

MAGGI, the culinary brand from Nestlé Nigeria, has announced the launch of its festive campaign, Taste of Christmas, designed to celebrate the sights, sounds, and flavours that define the Nigerian Christmas experience.

Central to the campaign is a collaboration with Nigeria’s fast-rising pop star Qing Madi and the renowned Loud Urban Choir, resulting in a new Christmas anthem titled Taste of Christmas.

Now available across all major music streaming platforms, the song blends contemporary sound with cultural warmth, evoking the joy of family, togetherness, and shared meals that characterize the season.

Extending beyond music, the Taste of Christmas campaign will roll out a curated series of festive recipes and culinary inspiration over a 12-day period. The collection features creative twists such as Coco Bongus, alongside beloved Nigerian classics, encouraging families to explore new flavours while enjoying MAGGI’s trusted range of seasonings.

Commenting on the campaign, the Category Manager for Culinary at MAGGI, Ms Funmi Osineye, said, “Christmas is a time when family, culture, and shared experiences come alive. With the Taste of Christmas campaign, we set out to create a platform that resonates strongly with today’s young adults while still celebrating the warmth of home. Partnering with Qing Madi and The Loud Urban Choir allows us to connect music and food in a way that feels authentic, modern, and deeply Nigerian.”

The campaign further reflects MAGGI’s commitment to celebrating home-grown talent, nurturing culinary creativity, and strengthening the role of food as a unifying force in Nigerian homes.

Consumers can access festive recipes, campaign content, and the Taste of Christmas anthem on MAGGI’s digital platforms and social media channels. Conversations around the campaign can be followed using #MAGGIChristmas.

MAGGI is a leading culinary brand from Nestlé Nigeria, committed to inspiring better cooking habits and bringing families together through delicious, nutritious meals.

Continue Reading

Brands/Products

FG Suspension of Sachet Alcohol Ban Excites NECA

Published

on

sachet alcohol

By Modupe Gbadeyanka

The decision of the federal government to suspend the ban on alcohol produced in sachets has been welcomed by the Nigeria Employers’ Consultative Association (NECA).

The Director-General of the group, Mr Adewale-Smatt Oyerinde, described it as a right step in the right direction because it respects existing National Assembly resolutions and restores regulatory clarity.

Recall that recently, the Office of the Secretary to the Government of the Federation (OSGF) ordered the suspension of the policy due to concerns raised by the House of Representatives Committee on Food and Drugs Administration and Control.

In a statement, the NECA chief said the immediate suspension of all enforcement actions relating to the proposed ban on sachet alcohol and 200ml PET bottle products, pending the conclusion of consultations and the issuance of a final policy directive, was good for the industry and the economy.

According to him, the sachet and PET segment of the alcoholic beverage industry accounts for a significant portion of the estimated N800 billion invested in the sector and supports thousands of direct and indirect jobs in manufacturing, packaging, logistics, wholesale and retail.

He stressed that in an economy already struggling with high unemployment and rising business costs, abrupt policy measures that threaten existing jobs and legitimate investments would be counterproductive.

“We fully acknowledge the need to address public health concerns, especially regarding children and young people, but the solutions must be evidence-based and carefully designed so as not to drive activities into the informal and unregulated economy or encourage illicit products.

“We are looking forward to a deepened consultation to enable the protection of jobs, livelihoods and legitimate investments, etc., while also ensuring that public health objectives are effectively and sustainably achieved,” Mr Oyerinde said.

Continue Reading

Trending