Brands/Products
NIMASA Goes Tough on Pirates
By Modupe Gbadeyanka
To fight oil thieves and pirates on our territorial waters, the Nigerian Maritime Administration and Safety Agency (NIMASA) is partnering the Nigerian Navy and Nigeria Airforce.
It has acquired some surveillance equipment to monitor the waterways and secure the ports.
In furtherance of the engagement, NIMASA now operates a 24-hour surveillance regime, capturing vessels in the nation’s maritime domain irrespective of weather conditions.
More than 5,000 ships ply the territorial waters yearly. Some vessels, sources said, violate international laws by engaging in illegal activities, including stealing of crude oil and other criminal activities.
Its Director-General, Dr Dakuku Peterside, said the agency achieves profile analyses, which include the flag, registered owner, operator, beneficial owner and movement of ships over a specified period.
He said: “The system enables us to take very swift decision in real time, on any targeted ship. Currently, all offshore areas of interest have been electronically cordoned off with a guard zone via our surveillance system and we can at once link activities in the oil fields and on crude oil platforms.
“The system has not only greatly increased our capacity to block revenue leaks but has increased our revenue as all vessels coming into Nigeria are now captured and analysed for billing.
“Our administration has been able to integrate surveillance data with billing control information, thereby driving our desire for the agency’s billing system to be fully operational by two-thirds, from 72-hour down to 24 hours while keeping our eyes the target timeline of six hour billing,” Peterside said.
A senior official of the Federal Ministry of Transport (FMoT), who craved anonymity, said the nation loses 200,000 barrels of crude oil to theft.
“They are collaborating to curb oil theft, piracy and other criminalities, The Nation has learnt. More than 5,000 international ships ply the territorial waters yearly. Some of the vessels violate international laws by engaging in illegal activities.
“The Air Force has acquired three maritime 128-6, F27 and ATR-42-500 jets and other planes to monitor the activities of oil thieves and other criminals.
“The high-tech plane ATR-42-500 jet is being operated by the Air Force. The plane is fitted with sensors, radar and Electro-Optic Surveillance and Tracking (EOST) equipment, which houses three cameras to monitor ships in Nigerian waters.
“The 20-seat plane can fly as low as 200 feet (60 metres) above the sea and passes on information about maritime traffic to the navy, who can intervene with fast-attack craft if necessary.
“The collaboration is aimed at fighting all manner of maritime crimes in the country. With this aircraft, we can spot any vessel hundreds of kilometres (miles) away,” said Group Captain Enobong Eneh Effiom.
“The aircraft is inscribed with the words: ‘Vigilance over the ocean’. The cameras installed in the planes function well at night based on their high powered lights.
“For any sustainable and meaningful growth in the maritime sector, a robust maritime domain awareness system is inevitable. NIMASA has, therefore, entered into a Memorandum of Understanding with the Nigerian Navy and the Nigerian Air Force to enhance water patrol and aerial surveillance of Nigeria’s maritime domain.
“The collaboration with the Air force will assist NIMASA in tackling the challenges of large and unrestricted navigational areas, small and non-cooperative objects taking advantage of the dense maritime activity to conceal their actions and it would also protect the ports and ships against attacks,” Effiom said.
He said the agency was striving to ensure that the government and security agencies had access to accurate, comprehensive and up-to-the-minute situation data of the vessel traffic at sea.
The jets, it was learnt, were built in France and equipped in Italy with radars, cameras and other security gadgets.
It was gathered that the Navy has also acquired an equipment called Regional Maritime Awareness Capability Centre (RMAC) to aid the fight.
The equipment, findings showed, was imported from Japan for about N2 billion. It has high-frequency radio and long-range cameras, capable of spotting ships up to 48 kilometres away on the waters.
“From the domain awareness centre, we can see ships from anywhere in the world coming or leaving our maritime space. It also gives us the ability to ascertain the actual threat the vessel poses,” the official said.
The idea for the tripartite collaboration, a source said, started a few years ago
It was learnt that NIMASA sought the help of the Air Force when it discovered that the war against pirates was complicated.
“With the equipment in the planes, NIMASA can monitor even the unusual movement of vessels at sea and keep their records,” the official said.
The jets, it was learnt, draw on the latest technology to provide a reliable, round-the-clock monitoring.
By Modupe Gbadeyanka
A report released by Salesforce has revealed that about $1.2 trillion was used for shopping across the globe during the just-concluded Christmas and New Year holidays.
It was stated that the United States accounted for $282 billion, with data based on an analysis of 1.5 billion shoppers and 1.6 trillion page views across the Salesforce Platform.
The report indicates that the better-than-expected holiday shopping season was powered by surges in mobile and social commerce alongside increased consumer spending after months of saving in the first half of 2024.
However, shoppers have already sent back $122 billion in merchandise, with consumers and retailers leaning into the use of Artificial Intelligence (AI) and agents to enhance holiday shopping experiences through product recommendations and personalised order support, influencing $229 billion – or 19 per cent – of all online orders.
“Retailers had a robust holiday season, but a 28% rise in the rate of returns compared to last year is a cause for some concern,” said Caila Schwartz, Director of Consumer Insights at Salesforce. “Retailers who have embraced AI and agents are already seeing the benefits, but these tools will be even more critical in the new year as retailers aim to minimise revenue losses on returns and reengage with shoppers.”
It was gathered that about $229 billion of global online sales were influenced by AI and agents in the form of product recommendations, targeted offers, and conversational customer service support, with 19 per cent of holiday purchases influenced by consumers engaging with AI and agents, a 6 per cent increase from 2023.
In addition, shoppers used AI- and agent-powered chat for customer service 42 per cent more than they did during the 2023 holiday season, and over $122 billion of global purchases have already been returned, up 28 per cent from last year.
It was noted that this increase is partially due to trending consumer behaviours like “try-on hauls” and bracketing (buying an extra size above and below your standard size).
Salesforce projects that retailers will likely see this number grow to $133 billion – presenting an important opportunity for brands to use agents to make the returns process easier and more tailored to specific customer needs.
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
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