Brands/Products
FCMB: When TVC Becomes a United Force
The recently unveiled campaign of the FCMB Group is a subtle attempt by the bank to play up the place of unity and team work in human activities. A reflection on the television commercial shows the patriotic zeal exhibited by the promoters of the financial institution.
Yes, it speaks to the essence of the bank on “The Power of the People”, but it achieves more than that because it has a tone of social responsibility. It evokes strong feelings and speaks to both the bank’s patrons as well as Nigerians at large.
The campaign captures the essence of team work and what can be achieved through a united force. For a diverse society like Nigeria, the TVC is a clarion call on each and every member of the society to work together to achieve their goals. In a way, there’s a lesson for customers of the bank and there are lessons for both leaders and the lead.
In another development, it can be viewed as a bold and audacious move, that reinforces the FCMB Initial Public Offering (IPO). At the heart of this campaign is a powerful 60-second TV commercial that eloquently captures the essence of unity and collective strength—highlighting the diverse entities that make up the FCMB Group.
As Nigerian banks navigate the ongoing recapitalisation race, this campaign could serve as a strategic advantage for FCMB. The Nigerian banking sector has been relatively subdued in recent years, but this creative push could mark the beginning of a resurgence—rekindling the era of engaging and memorable bank advertising.
Unity as a core message
Shot on location across Lagos, Abuja, and the breathtaking Mambilla Plateau, the TVC doesn’t just tell a story about financial strength; it inadvertently celebrates Nigeria itself. Each frame showcases the nation’s diversity, natural beauty, and the power of unity—subtly reinforcing the message that, just like FCMB’s group of companies, Nigeria thrives when its diverse elements come together as one.
The seamless transition of scenes, integrated with crisp visual metaphors, creates an immersive experience. The ad’s emotional resonance is heightened by a pulsating soundtrack composed by the legendary Cobhams Asuquo and the captivating narration of Laila Johnson-Salami. The combination of sound and visuals pulls viewers into the heart of the message—emphasizing strength through unity.
Women inclusivity
A standout element is the choice of a female voice-over—a deliberate and poignant creative decision. The campaign launched just two days after this year’s International Women’s Day, subtly paying homage to the vital role women play within FCMB and in the larger socio-economic landscape. The choice of Laila Johnson-Salami’s voice lends warmth, authority, and inclusiveness to the message, underscoring that women are not just contributors but key drivers of FCMB’s success story.
Element of collaboration
Conceptualized and executed by X3M Ideas, Africa’s leading creative powerhouse, in close partnership with the FCMB team, the campaign is a testament to the power of collaboration. It reflects the very essence of its message—that teamwork makes the dream work. The synergy between agency and client has resulted in a commercial that is not just a brand message but a cultural statement.
Succinctly speaking, FCMB’s new TVC does more than promote a brand; it promotes a vision of collective strength, national pride, and the power of unity. It is a bold reminder that when diverse forces come together, whether in banking or nation-building, they create something greater than the sum of their parts.
General appraisal
The essence of modern day advertising campaigns are not just to inform, educate and sell a product or even stimulate the desire to purchase. Of course, getting products off the shelf is the primary aim of any marketing campaign. It is also to break consumers’ resistance in an economic environment like Nigeria’s where the purchasing power is frustratingly low.
But it is getting deeper than that. Some advertising campaign materials are now designed to stimulate critical thinking and assessment which takes the receiver of such advertising messages to look beyond WHAT is being sold to HOW it is being sold.
There have been advertising campaign materials in recent times, but the one from the FCMB Group stands out. Not just in content, but in the underlying message as it relates to the essence of the brand that is being sold. The materials look beyond the Group’s well known banking footprints to unveil the varied deep expertise and value creation capabilities in its ecosystem across investment banking, investment management, and consumer finance that has ensured its market success.
The core message
The advert rhetorically asks if what thrills is the chord of a solo drummer or the symphony of the orchestra. Of course, the orchestra involves more than one performer. It also pricks the viewer’s imagination by inquiring if what makes a sports team thick is the brilliance of one player of the team effort that usually gets them over the line.
It does not end there. It also invokes rumination on whether what impresses the audience is the dancing and artistic talent of a solo dancer or the rhythmic and artistic precision of a troupe.
The message is that FCMB Group should not just be looked at as just delivering banking services. It is more than a bank. The Group is an integrated financial services provider that is connecting people with capital and markets and building a desirable future for Nigerians.
All these go beyond mere banking services to financial inclusion, capital raising (debt and equity), wealth management, estate management and more. The operating companies that make up the Group leverage its power to render a holistic service that transcends traditional banking. It is the power of the whole over the dexterity of just one entity no matter how good it is.
In the campaign, FCMB captures the enduring legacy of rendering seamless integrated financial services (a one stop shop concept) and it also invokes the power of its evolution over the years which have taken it beyond its investment banking heritage.
The team that conceptualised this campaign material deserves some accolades. If the battle is for the soul of the consumer in an extremely competitive industry like financial services, then the new campaign is sure to resonate with consumers and cement further emotional connection to the FCMB brand from its existing consumers and also draw would-be ones to the brand. And if this is achieved, then one can safely say an advertising campaign has been a resounding success.
By Adedapo Adesanya
Netflix has reached a deal with Warner Bros. Discovery to buy the legendary TV and movie studio and assets like the HBO Max streaming service for $82.7 billion.
Warner Bros. Discovery is moving forward with its plans to split into two publicly traded halves in 2026. Once the split takes effect, Netflix intends to acquire the Warner Bros. half. The other half, Discovery Global, will house CNN and other cable channels. The Warner Bros. half includes its film and television studios, HBO Max and HBO.
The transaction values Warner Bros. Discovery at $27.75 per share, implying a total equity value of approximately $72.0 billion and an enterprise value of approximately $82.7 billion.
The deal is subject to regulatory conditions, of which there will be several, due to the size of the companies involved and what it means for competitiveness.
For several weeks, Paramount was thought to be the frontrunner in the auction for Warner Bros. Discovery. Paramount executives, who want to buy all of Warner Bros. Discovery – including its cable assets – were confident about their merger proposal and their mutually beneficial relationship with President Donald Trump.
However, Netflix surprised many with the boldness of its bids as it agreed to the same costly breakup fee that Paramount proposed, according to reports. This means the would-be buyer will pay Warner Bros. Discovery billions of dollars if the deal is not completed.
“Our mission has always been to entertain the world,” said Mr Ted Sarandos, co-CEO of Netflix. “By combining Warner Bros.’ incredible library of shows and movies—from timeless classics like Casablanca and Citizen Kane to modern favorites like Harry Potter and Friends—with our culture-defining titles like Stranger Things, KPop Demon Hunters and Squid Game, we’ll be able to do that even better. Together, we can give audiences more of what they love and help define the next century of storytelling.”
Mr Greg Peters, the other co-CEO of Netflix, said the acquisition would “improve our offering and accelerate our business for decades to come,” adding: “Warner Bros. has helped define entertainment for more than a century and continues to do so with phenomenal creative executives and production capabilities. With our global reach and proven business model, we can introduce a broader audience to the worlds they create—giving our members more options, attracting more fans to our best-in-class streaming service, strengthening the entire entertainment industry and creating more value for shareholders.”
“Today’s announcement combines two of the greatest storytelling companies in the world to bring to even more people the entertainment they love to watch the most,” said David Zaslav, President and CEO of Warner Bros. Discovery. “For more than a century, Warner Bros. has thrilled audiences, captured the world’s attention, and shaped our culture. By coming together with Netflix, we will ensure people everywhere will continue to enjoy the world’s most resonant stories for generations to come.”
The terms of the agreement will see each Warner Bros. Discovery shareholder receive $23.25 in cash and $4.50 in shares of Netflix common stock for Warner Bros. Discovery common stock share.
By Aduragbemi Omiyale
A global video game commerce company, Xsolla, has integrated Nigeria’s Paga into its payment system, allowing Nigerians more secure payment options.
Xsolla helps developers launch, grow, and monetize their games and with a large market available in Nigeria, with a population of over 230 million people, working with Paga is a good idea.
With services like Pay with Paga, Bank Transfers with Paga, and Cash by Paga, Xsolla provides a comprehensive payment solution that caters to diverse needs.
Serving more than 20 million users and processing massive volumes nationwide, Paga is one of Nigeria’s largest licensed mobile-money operators.
By integrating Paga’s full suite of payment options, players can enjoy seamless transactions, whether through quick in-app purchases, bank transfers, or cash deposits – with instant confirmations and reduced friction for all types of payments.
“Introducing Paga as a new payment method to players in Nigeria reflects our commitment to meeting players where they are,” said Chris Hewish, President at Xsolla.
“Paga’s strong local presence and trusted platform make it easier for Nigerian players to engage confidently, ensuring that convenience and security go hand in hand.”
From Nigeria to the world, Xsolla provides every payment method developers need to grow and monetize their games globally.
Local payment methods are crucial, enabling developers to reach every player, increase transaction conversions, and drive more sales and revenue. With Paga in Nigeria, it’s easier than ever to pay, play, and succeed.
Key benefits of the Paga integration include instant confirmations, localized experiences, and increased market reach and conversion.
By Modupe Gbadeyanka
As part of its strategies to aggressively scale its logistics capabilities across key African markets, especially in Nigeria, the fast-growing global e-commerce powerhouse, Temu, has entered into a delivery partnership with Lagos-based logistics startup, Dellyman.
Through this collaboration, Temu customers in Nigeria will experience faster, more predictable, and more transparent deliveries, a critical factor in sustaining the platform’s customer satisfaction as order volumes continue to rise.
Dellyman’s technology-driven approach, spanning rider management, route optimisation, and customer visibility, played a central role in Temu’s selection process.
In the pilot phase, Dellyman completed more than 1,300 deliveries with a 95 per cent success rate, demonstrating its readiness to support large-scale e-commerce operations nationwide.
Founded in 2020, the firm has grown into one of Nigeria’s most reliable same-day and last-mile delivery platforms.
The company recently achieved a 10,000-order monthly delivery milestone in November 2025, contributing to a cumulative total of more than 300,000 lifetime deliveries.
This track record made Dellyman a strong fit for Temu, which is aggressively scaling logistics capabilities across key African markets.
“Our partnership with Temu is a major endorsement of the vision we set out with, to build Nigeria’s most reliable, scalable, and transparent last-mile delivery infrastructure.
“Achieving a 95 per cent delivery success rate during the pilot underscores our readiness to support high-volume e-commerce platforms.
“This collaboration shows that local startups can meet and exceed global standards when given the opportunity,” the chief executive of Dellyman, Mr Dare Ojo-Bello, said.
He further noted that the partnership represents more than operational growth as it signals a shift in how global e-commerce brands view Nigerian logistics capabilities.
“This is not just about fulfilling orders; it is about reshaping perceptions of what Nigerian delivery companies can achieve. We are committed to building the kind of infrastructure that supports international standards, empowers local businesses, and ultimately strengthens consumer trust in the broader digital economy,” he noted.
Mr Ojo-Bello added that Dellyman will continue investing in capacity, fleet expansion, and merchant-facing tools to ensure superior delivery experiences for Temu buyers and other online shoppers nationwide.
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