Brands/Products
Stanbic IBTC Bank, MTN, Leadway Assurance Score High in Positive Reputation
By Dipo Olowookere
A leading media intelligence consultancy in Nigeria, P+ Measurement Services, has revealed that the trio of Stanbic IBTC Bank, MTN Nigeria, and Leadway Assurance have emerged on the top in their respective sectors for positive reputation in the first quarter of 2023.
The firm disclosed that it arrived at the ranking after tracking more than 1.3 million online publications from blogs, news sites, broadcasts, forums, and digital media in the local and global media space, as well as about 5,115 print publications (including daily, weekly, and monthly publications).
P+ Measurement said it extracted different metadata from various online and print publications, spokesperson analysis, CEOs performances, and other topics to gauge the sentiments of reporters, editors, publishers, and opinion writers on organisations in Nigeria’s commercial banking, insurance and telecommunications sectors.
A thorough review of the commercial banks’ media reputation showed that two tier-1 banks and three tier-2 banks made the top five with the highest positive feelings in Q1 2023, while three tier-1 banks and two tier-2 banks made the list with the highest negative attitudes.
It listed the top five banks by positive reputation as Stanbic IBTC Bank with 28 per cent, Access Bank with 22 per cent, First Bank and Wema Bank with 17 per cent each and Fidelity Bank with 16 per cent.
However, the top five banks with negative media reputations were First City Monument Bank (FCMB) with 45 per cent, Stanbic IBTC Bank with 15 per cent, First Bank with 14 per cent, and Zenith Bank and GTCO with 13 per cent each.
In the insurance industry, Leadway Assurance led the positive reputation survey with 30 per cent, AXA Mansard Insurance had 24 per cent, Mutual Benefits Assurance had 17 per cent, Custodian Investment Plc also had 17 per cent, and AIICO Insurance had 12 per cent.
Conversely, AXA Mansard Insurance topped the negative reputation chart with 85 per cent, while NEM Insurance had 15 per cent.
As for the telecommunication sector, MTN Nigeria received the highest positive reputation score of 53 per cent, Airtel recorded 19 per cent, Globacom had 16 per cent, and 9mobile posted 12 per cent.
On the flip side, MTN topped the table with 79 per cent, followed by Airtel with 18 per cent, while 9mobile recorded 3 per cent in the first three months of this year.
Positive Reputation Drivers
The analysis below outlines the most important factors contributing to the positive reputation of the leading commercial banks, insurance providers, and telecommunication providers in Nigeria in Q1 2023.
In the banking industry, Stanbic IBTC Bank strengthened its position as a leader by promoting cashless transactions and announcing new board appointments across the group. Organizers for the Access Bank Lagos City Marathon were revealed by Access Bank, and First Bank has reaffirmed its commitment to fostering economic growth.
The insurance industry saw Leadway assurance support AI and data-driven initiatives in the sector. AXA Mansard equipped 100 female entrepreneurs with digital marketing expertise in 2023, and Mutual Benefits offered media professionals N99 million in group accident insurance
Leading the Telecommunication sector is MTN, with its partnership with PAU to train journalists in technology, Airtel reiterated its commitment to giving African children access to high-quality education, and Globacom and Samsung introduced the Galaxy S23 smartphone.
Negative Reputation Drivers
Analysis of the negative reputational drivers in the banking sector revealed that ICPC arrested FCMB Manager for loading wrapped cash in ATM, followed by Stanbic IBTC Bank officials detained by the ICPC on suspicion of hoarding CBN’s new naira notes, and also FG Charged First Bank of Nigeria Managing Director, 2 Lawyers Over Forgery.
Despite higher income, AXA Mansard’s annual profit declined by 40%, and also concerning the non-payment of a claim by NEM Insurance Plc, a group considered petitioning NAICOM and others.
In the telecommunication sector, a crash in MTN’s network put over 80 million subscribers offline, and this had an impact on its reputation, while a decline in the shares of Airtel in the stock market impacted its prestige in the period under review.
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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