Brands/Products
Glovo, Visa to Train 40,000 SMEs in Digital Skills
By Adedapo Adesanya
Leading multi-category app, Glovo, has teamed with a world leader in digital payments, Visa, to empower small-to-medium enterprises (SMEs) through a series of online training courses to enhance digital skills.
The programme sits under Glovo’s umbrella programme, Glovo Local, an initiative to help bolster SMEs so that they can thrive in an increasingly digital world and the partnership with Visa will help achieve this through visual-oriented training materials.
The series covers a range of business-focused topics including digital payments, marketing campaigns, social media, and money management.
The 100+ videos will be available across nine countries in southwest Europe and Africa (Spain, Portugal, Ivory Coast, Morocco, Tunisia, Ghana, Uganda, Kenya, and Nigeria) and will be accessible to over 40,000 SMEs.
The videos are geared towards aspiring local business owners who want to competently start a small business, as well as growth-minded owners of small and medium-sized businesses looking for ways to streamline their current practices and expand.
According to a statement shared with Business Post, the series is aimed at small businesses with 10 or fewer employees.
With its online training series and through its partnership with Visa, Glovo intends to offer timely support to SMEs. The partnership comes at an important time for SMEs worldwide to overcome persistent challenges including complex regulations, inadequate digital infrastructure, and a scarcity of digital talent.
Last year, Glovo and Visa conducted a pilot programme with partners in Morocco. The pilot involved an in-person workshop with more than 30 local partners, providing them with learning and development masterclasses on topics such as digital marketing, cash flow management and Glovo Ads.
The feedback received from these partners played a key role in selecting and filtering the online training courses that are now being offered in collaboration with Visa.
According to Mr Sébastien Pellion, Head of Impact and Sustainability at Glovo said: “We are using this opportunity to further our offering to SMEs and to strengthen a collaborative ecosystem for entrepreneurs and business owners that shape our cities.”
He added that, “Only 20 per cent of SMEs in the markets where we operate sell via digital channels, resulting in a huge potential for them to tap into new customer bases. Partnering with Visa is another opportunity to support SMEs on their digitalisation journey and accelerate small and independent businesses in regions like Africa, which has ample opportunities for local business owners.
“We’re confident that Visa can aid us in fuelling local economies through formalised, community-driven initiatives.”
Mr Carl Manlan, Vice President and Head of Social Impact, CEMEA, Visa said, “Visa acknowledges that SMEs are the backbone of economic growth and inclusion and equipping them with innovative solutions and resources with our partners is essential.
“Small, independent businesses account for more than half of Europe’s GDP and employ around 100 million people. In Africa, SMEs account for 95 per cent of all registered businesses and contribute to about 50 per cent of the total GDP in Sub-Saharan countries. Globally we are moving from hundreds of millions of sellers – large and small – to billions of sellers around the world. Anyone today can be a seller – people reselling second-hand items via the circular economy; people working in the gig economy; or those in the creator economy.”
“Visa is working to provide services at scale to reach these sellers and help them flourish. This is why we are proud to collaborate with Glovo and leverage the option of visual training to help provide these 40,000 SMEs with the opportunity to improve their skills and knowledge overcome the challenges of digitisation and leverage the opportunities of e-commerce and digital payments,” he added.
By Modupe Gbadeyanka
A new Public Relations (PR) agency, FreshSight Communications, has promised to offer tailored services to its clients, as it joins the highly competitive industry.
According to the co-founder of the company, Mr Justice Mmadubugwu, FreshSight Communications will provide top-notch PR services tailored to meet the unique needs of businesses, organisations, and individuals seeking to amplify their brand presence and reputation.
He also expressed confidence in working with media partners to share compelling stories, promote innovative ideas, and spark important discussions that affect society.
“We are excited to introduce FreshSight Communications to the Nigerian market.
“Our goal is to become the leading PR agency for businesses seeking to establish strong relationships with their target audiences and stakeholders,” Mr Mmadubugwu stated.
FreshSight Communications said its services include media relations and crisis communications; brand management and reputation enhancement; digital PR and social media management; event management and planning; content creation and copywriting; and artist/influencers management.
By Philip Odiakose
Welcome to my first LinkedIn Newsletter in 2025, where I share insights as a public relations measurement professional with more than a decade of experience shaping conversations in Nigeria and globally.
As we step into 2025, the world of PR monitoring and measurement is undergoing a significant transformation. This year, we anticipate trends that will reshape how brands, PR agencies, and independent measurement consultancies collaborate, ensuring transparency, unbiased analyses, and actionable insights.
In this newsletter, I will provide a dual perspective: the Nigerian PR monitoring landscape and the global outlook for 2025.
Local PR Monitoring and Measurement Outlook: Nigeria in 2025
- Increased Demand for Transparency: Nigerian brands are recognizing the importance of transparency in PR outcomes. There will be heightened demand for agencies to provide detailed, unbiased performance audits.
- Adoption of Independent Measurement Consultancies: The era of self-evaluation by PR agencies is waning. In 2025, more Nigerian brands will partner with independent consultancies like P+ Measurement Services to ensure objective insights that foster accountability.
- Integration of Technology with Local Expertise: As AI tools and platforms gain traction, Nigerian PR professionals must strike a balance between technology-driven insights and localized expertise to cater to the unique dynamics of our market.
- Shift from ROI to ROO (Return on Objectives): In 2025, Nigerian PR practitioners will move beyond traditional ROI (Return on Investment) metrics that focus solely on financial outcomes. Instead, there will be a focus on ROO (Return on Objectives), emphasizing how PR efforts meet broader organizational goals such as brand awareness, reputation enhancement, stakeholder engagement, and social impact. This shift aligns with the evolving Nigerian economic landscape, where businesses prioritize long-term value creation and sustainability over short-term financial gains.
- Education as a Driver for Adoption: The need for education on measurement standards will grow. Initiatives like AMEC’s Measurement Month and local workshops like EvaluatePR event by P+ Measurement Services, Spin Sucks led by Gini Dietrich, and Measurement Base Camp by Paine Publishing led by Katie Delahaye Paine will play a pivotal role in driving adoption and bridging the knowledge gap among PR professionals.
Global PR Monitoring and Measurement Outlook: 2025
- Increased Collaboration Between PR Agencies and Measurement Experts: Globally, we will see stronger partnerships between PR professionals and measurement consultants to deliver credible, data-backed reports that influence boardroom decisions.
- Standardization Through Education: AMEC Measurement and Evaluation (International Association for the Measurement and Evaluation of Communication) and its members will continue leading the charge in educating PR professionals on best practices, ensuring global alignment on measurement standards like the Barcelona Principles, Measurement Maturity Mapper and Measurement Framework.
- Rising Demand for Unbiased Audits: Brands across the globe will increasingly seek independent PR measurement audits, avoiding conflicts of interest and ensuring that insights are impartial and actionable.
- Adoption of Technology and Real-Time Analytics: The rise of real-time monitoring and advanced analytics tools will enable PR professionals to adjust strategies dynamically, making campaigns more impactful.
- Focus on ESG and Social Impact Metrics: Environmental, Social, and Governance (ESG) metrics will take center stage in global PR measurement. Organizations will prioritize measuring how their communications align with sustainability and societal goals.
The Way Forward
2025 marks a year of audacious transformation in PR monitoring and measurement, both in Nigeria and globally. At P+ Measurement Services, we are committed to driving this change by partnering with brands, agencies, and global stakeholders to deliver transparent, unbiased, and impactful insights.
The success of PR measurement lies in the collaboration between PR professionals and measurement experts, coupled with continuous education and adherence to global standards. As a founding member of AMEC Member Lab Initiative, I am optimistic about the role we will play in shaping the future of this industry.
Let us redefine PR measurement together, one campaign at a time.
Philip Odiakose is a leader and advocate of PR monitoring, measurement, and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC Lab Initiative, NIPR and AMCRON
By Dipo Olowookere
The world’s largest mobile virtual network operator (MVNO), Lyca Group, has taken a bold move to reorganise its certain business units and operations.
A statement from the firm explained that the action is to position it for sustainable growth in a competitive and challenging global market through digital capabilities.
This will result in faster delivery of innovative products and services, reduce overlaps, automate processes, and achieve substantial cost savings, which will be reinvested in market expansion and customer-focused initiatives.
It was stated that the proposed transformation forms part of Lyca’s long-term strategy to expand its global business services and support operations into its established service centres as well as new service hubs to be located in territories that have strategic importance while transforming country-specific operations into leaner, sales-focused organisations.
The company continues to focus on the growth of its mobile virtual network operations base and investing in new Mobile Network Operator (MNO) opportunities and markets in Africa, where it currently operates the Lyca MNO in Uganda—and elsewhere.
The organisation plans to announce expansion to new countries as soon as Q1 2025, including the launch of new digital brands in Spain and the USA.
Lyca expressed confidence that this transformation would deliver significant operational efficiencies, boost speed to market, improve customer experience, and ensure it continues to provide exceptional value to its customers worldwide.
“Lyca’s strategic reorganisation is a bold step forward, ensuring we remain a leader in delivering affordable, high-quality telecom solutions to our customers globally.
“This paradigm change not only enhances our efficiency but also strengthens our ability to adapt to a rapidly changing industry, ultimately benefiting our customers, partners, and employees globally,” the Deputy Chairman of Lyca Group, Premananthan Sivasamy, stated.
Lyca says it remains committed to supporting its employees during this transformation, noting that a smaller and more specialised team will remain in London to manage certain limited advisory, compliance, and financial functions that require a UK presence.
It disclosed that other roles will be handled either from our existing service centres or at hubs to be established in order to leverage cost efficiencies and expertise, enabling the business to reinvest resources in innovation and strengthen our business.
Already, it is engaging in a thorough consultation process with employees and will work closely with partners to ensure a smooth transition with minimal disruption to the high standards of service and collaboration they have come to expect from Lyca.
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