Feature/OPED
COVID-19 Hits Hard, But Challenges BRICS

By Kester Kenn Klomegah
By and large, the coronavirus pandemic has taken a huge toll on Brazil, Russia, India, China and South Africa (BRICS).
The COVID-19, the respiratory illness caused by the virus, declared as pandemic late January by the World Health Organization (WHO), allegedly originated (yet to be proved) from Wuhan city in China.
However, the World Health Assembly on May 18-19 by a resolution agreed to launch an investigation into the origin of the disease, whose unyielding march across the globe since last year and has already left more than 320,000 dead.
Statistics made available (Johns Hopkins University) as at May 20, showed that Brazil (310,087) in South America, Russia (317,554) in Eastern Europe or compared to, say in the former Soviet region, India (118,447) and China (84,507) both in Asian region, and South Africa (19,137) in Africa. It means South Africa, with a population 57 million, has one-fifth of the total confirmed COVID-19 cases in Africa.
Further, assessing BRICS countries population in relation to the number of infections, Russia seems the worst spot among BRICS, and has taken the second highest in the world and that was followed in the third position by Brazil. Under a “pessimistic scenario”, the number of active cases could peak again when the expected “second wave of coronavirus” sets in and if strict precautions are not observed.
The COVID-19 has shattered nearly all economies. But at the same time, just as the COVID-19 has offered opportunities, so it also presents significant challenges.
In the world including BRICS countries, the outlook remains bleak. BRICS is interested in both, taking advantage of the emerging opportunities and dealing with the challenges.
Experts have argued that BRICS members meet to discuss various global issues, and plan its joint collaborative projects on the global landscape. Comparatively, Russia, India and China, all these three still respond individually to varying opportunities and pursue different investment in the world.
As experts noted, China and India lead in the pursuit of economic spheres of influence worldwide. Geography of investment largely explains why China and India seem to be leading, followed by Russia, among the five.
With regard to coronavirus and the operations of WHO, Chinese President Xi Jinping, delivering a speech via video link at the opening of the World Health Assembly, pledges $2 billion to deal with COVID-19.
According to an executive decree published in April on the official website of Ministry of Foreign Affairs, Russia contributed $1 million to the World Health Organization (WHO) to fight the coronavirus. Figures unavailable for Brazil, India and South Africa.
Still put them together, BRICS is an upcoming and developing force to reckon with. Thus, on May 7, Russia’s Health Ministry held a meeting of BRICS countries via videoconference focusing, particularly, on the issue of the novel coronavirus pandemic discussed joint efforts needed by BRICS countries. It was held within the framework of Russia’s BRICS chair-ship.
Participants from Brazil, Russia, India, China and South Africa discussed at the meeting all aspects, including measures on liquidation of the novel coronavirus infection, and submitted report to BRICS Health Ministries.
“It is planned that the online platform will provide partners with an opportunity to share BRICS countries’ experience and develop joint steps towards reaching a better understanding of the ways to liquidate the COVID-19 outbreak,” according to the report.
The participating officials agreed that it is important to strengthen international cooperation, within the framework of which there has to be a transparent and timely exchange of information.
During the discussions, the countries also agreed to continue providing mutual support in activities to prevent and treat the novel coronavirus infection COVID-19, as well as to create favourable conditions for the supply of deliveries of medications and diagnostic materials, immune-biological preparations and medical equipment.
Under an “optimistic scenario”, the BRICS meeting by Health Ministers of BRICS countries pledged to adopt further collaborative steps as their collective contributions toward the eradication of the global pandemic.
It is worth to say that BRICS has to accelerate the implementation of some of its earlier initiatives. Over the years, the BRICS has wanted to expand cooperation in the fight against infections and the joint production and use of vaccines.
Cooperation on countering infectious diseases has long been a priority for BRICS. For instance, the final declaration of the 2015 BRICS summit in Ufa, Russia, contains instructions by the leaders to work on managing the risk of disease outbreaks.
That declaration stated: “we commend the efforts made by the BRICS countries to contribute to enhanced international cooperation to support the efforts of countries to achieve their health goals, including the implementation of universal and equitable access to health services, and ensure affordable, good-quality service delivery while taking into account different national circumstances, policies, priorities and capabilities.”
Last month for instance, BRICS Ministers of Foreign Affairs /International Relations held a video conference chaired by Foreign Minister Sergey Lavrov. Brazilian Foreign Affairs Minister Ernesto Araújo, Indian External Affairs Minister Subrahmanyam Jaishankar, Chinese Foreign Minister Wang Yi and South African Minister of International Relations Grace Naledi Pandor took part in the meeting.
China and Russia have strong working relationship and both are members of BRICS. Russia objects to attempts by the United States to turn the World Health Organization (WHO) into a forum for settling political scores, Minister Lavrov said with colleagues during the video conference of BRICS Foreign Ministers held late April. Russia has been working closely together with China, and Russia has no reason to oppose China, according to Minister Lavrov.
Key Highlights from that meeting included:
- The BRICS nations agreed to allocate $15 billion to the New Development Bank (NDB) so that it could set up a special loan instrument to support the revival of economies and help meet the emergency expenses incurred for responding to the coronavirus pandemic.
The BRICS nations further held discussions on ways to step up cooperation within the bloc to contain coronavirus pandemic, as well as to revive the economies that have received a major blow due to the travel restrictions and lockdown imposed in most countries to curb the spread of coronavirus.
- The meeting underlined the need for reforms in the multilateral systems and stated that this was the way forward. The bloc reiterated its support towards the World Health Organization, stating that it is a very important and unique platform, which employs the best professionals from around the world, including from the United States.
Chinese Foreign Minister Wang Yi called on all the BRICS members to firmly stand by multilateralism, by the international system centered around the United Nations and by the purposes and principles of the United Nations Charter.
Throughout 2020, – under the theme “BRICS Partnership for Global Stability, Shared Security and Innovative Growth” – Russia holds the BRICS pro tempore presidency.
The emphasis of the Russian presidency is on promoting science, technology and innovation and digital economy and health, and strengthening cooperation in the fight against transnational crimes. In addition to those, dozens of academic, sporting, cultural and artistic events planned for the year, culminates with the final BRICS Summit on July 21−23 in St Petersburg, chosen as the venue in accordance with the Presidential Executive Order No. 380 of 15 August 2019.
BRICS is the group composed by the five major emerging countries – Brazil, Russia, India, China and South Africa, – which together represent about 42% of the population, 23% of Gross Domestic Product (GDP), 30% of the territory and 18% of the global trade.
Kester Kenn Klomegah is an independent researcher on Russia, Africa and BRICS. He is the author of the Geopolitical Handbook titled “Putin’s African Dream and The New Dawn: Challenges and Emerging Opportunities” devoted to the first Russia-Africa Summit 2019.
Feature/OPED
Valentine’s Day Made Easy: Perfect Gift Ideas for That Special Person

It’s that time of the year again! Love is in the air, vendors are rolling out extravagant Valentine’s packages, and let’s be honest, some people are preparing to oppress singles with their grand gestures. Flowers, chocolates, fancy dinner dates… all nice, but a bit predictable, right?
This year, why not switch things up? Whether it’s a partner, best friend, or even a sibling who deserves some extra love, there are so many creative ways to make them feel special beyond the usual. So here are fun and thoughtful gift ideas that will definitely keep a lasting smile on their faces.
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Thoughtful, Budget-Friendly Gifts
Not everyone wants to spend a fortune on Valentine’s Day, and guess what? You don’t have to! If you’re thinking budget-friendly but meaningful, consider handwritten love letters, a scrapbook of your favorite memories together, or a personalized playlist of songs that remind you of them. Even a simple breakfast in bed can be a winner! It’s truly the thought that counts.
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The Gift of Entertainment
Now, let’s talk about the ultimate Valentine’s Day package. You know how some people aren’t really into flowers, chocolates, or even date nights? Well, have you considered giving them the package of all packages, the GOtv Supa Plus bouquet? Think about it, unlimited access to all their favorite channels, from romantic movies to action-packed series, sports, and entertainment. Whether your special person loves telenovelas, football, or Nollywood dramas, GOtv Supa Plus has something for everyone.
Imagine gifting them a month of uninterrupted premium entertainment. That means they get to enjoy all their favorite shows while thinking of you every time they press play. And let’s be honest, nothing beats the joy of knowing your gift keeps on giving even after Valentine’s Day has passed!
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The Romantic Stay-In Date Night
Who says you have to step out to have a memorable Valentine’s Day? Sometimes, privacy is the real luxury. Picture this, you tell your special person to pack a bag and come over for a cozy, romantic night in. Light some candles, sprinkle petals on the floor, and set up the perfect ambiance. Then, grab your softest blanket, order (or cook) your favorite meals, and tune into a romantic show or a thrilling movie. Whether you’re watching a classic rom-com, an action flick, or a telenovela that makes you both emotional, it’s about creating a shared experience. Plus, you don’t have to worry about crowded restaurants or long queues, just pure quality time.
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A Subscription to Their Favorite Hobby
Valentine’s Day gifts should be personal, and nothing says “I know you” better than a gift that aligns with their interests. For those who love to cook, a GOtv subscription unlocks access to food and lifestyle channels like Food Network, where they can discover new recipes, cooking tips, and even the latest food trends. Get a GOtv Max subscription for as low as ₦7,200 and keep your special person hooked on their favourite cooking shows. For the sports lover, keep them in the game with GOtv Supa Plus package available for ₦15,700 and for the fashion lover, at ₦9,600, the GOtv Supa offers a lineup of fashion shows and trend-spotting channels, making it easy to stay inspired.
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Go All Out with a Grand Gesture
On the flip side, if you want to make a big splash this Valentine’s Day, then go all out! Plan a surprise getaway, book a spa day, or even throw a private dinner with a chef making your favorite dishes. If your person loves grand romantic gestures, this is your time to shine. Just make sure it’s something they’ll genuinely enjoy, not just what looks good for Instagram.
So, whatever you choose, make sure it’s something that speaks to their heart and their interests. Whether it’s a thoughtful DIY gift, a romantic date night, or a subscription that fits their hobby, it’s the thought that truly counts.
When it comes to the ultimate gift, GOtv is the icing on the cake. With just a few clicks, you can subscribe, upgrade, or reconnect by simply downloading the MyGOtv app, or dial *288# to get started. Plus, with the GOtv Stream App, they can enjoy their favorite shows anytime, anywhere. Trust GOtv to keep the entertainment flowing long after valentines is over!
Feature/OPED
Access Bank Lagos City Marathon 2025: A Tribute to Legacy, A Celebration of Resilience

As Lagos gears up for the highly anticipated Access Bank Lagos City Marathon on Saturday, February 15, 2025, excitement and emotion run high. This year’s edition is much more than a race, it is a moving tribute to legacy and a celebration of resilience. Under the evocative theme “Miles to Memories,” every stride taken by the runners transforms physical distance into lasting recollections, blending athletic endurance with heartfelt remembrance of a visionary leader.
A Race that Transcends the Finish Line
Since its inaugural run in 2016, the Access Bank Lagos City Marathon has evolved from a local initiative into a global phenomenon. Originally established by Access Bank in collaboration with the Lagos State Government to promote healthier lifestyles, the event has grown into a symbol of unity, progress, and economic vitality for both Lagos and Nigeria. Today, the marathon not only places Lagos on the global sporting map but also showcases how major sporting events can drive tourism and stimulate business growth. As a Gold Label Marathon certified by the Association of International Marathons and Distance Races (AIMS), it stands as a testament to the powerful synergy between sport, community, and commerce.
Local businesses, from hotels and restaurants to vendors and transport providers, thrive during the marathon weekend, benefiting from increased patronage as communities come together to support and celebrate the event. This collective participation reinforces the idea that when people unite around a common purpose, the rewards are shared by all.
Honoring a Visionary: Remembering Herbert Wigwe
This year, the marathon carries added emotional significance. It marks the first anniversary of the passing of Herbert Wigwe, the late Group Chief Executive Officer of Access Holdings PLC, who was a transformative force behind the event. On the morning of February 10, 2024, a tragic helicopter crash claimed the lives of Herbert Wigwe, his wife, his son, and Abimbola Ogunbanjo, the former Group Chairman of the Nigerian Exchange Group PLC. The loss sent shockwaves throughout the nation, leaving an indelible void in the hearts of many Nigerians.
Despite the deep sense of loss, Herbert Wigwe’s legacy continues to inspire. In the wake of the tragedy, concerns arose that Access Bank might reconsider its sponsorship of the marathon. Instead, in a poignant gesture of remembrance and commitment, Access Bank, together with the Lagos State Government, has reaffirmed its support for the marathon. This enduring dedication ensures that Wigwe’s dreams and aspirations remain an integral part of every step taken by the runners.
“Miles to Memories”: A Journey of Emotion and Endurance
The theme “Miles to Memories” perfectly encapsulates the spirit of this year’s marathon. It suggests that every mile covered is imbued with personal and collective memories, reminders of challenges overcome, of unity celebrated, and of hope nurtured for a better future. For many participants, the race is a chance to commemorate Herbert Wigwe, whose visionary leadership not only transformed Access Bank but also reshaped the sporting landscape of Lagos. His enduring commitment to community development, healthy living, and economic empowerment continues to serve as a beacon for all who aspire to make a positive impact.
Each runner’s journey on the race day acts as a bridge between past and future, where the physical act of running becomes a metaphor for overcoming adversity and building a hopeful tomorrow. The event stands as a tribute not only to athletic excellence but also to the unyielding human spirit that continues to rise in the face of loss.
From Humble Beginnings to Global Prominence
When Access Bank and the Lagos State Government first partnered in 2016 to host the marathon, their goal was simple: to encourage a healthier lifestyle among Lagosians. Under Herbert Wigwe’s visionary leadership, the event quickly grew in stature. Today, it has attracted over 600,000 registered athletes from 14 countries, establishing itself as one of Africa’s most prestigious road races. This remarkable evolution is a testament to the power of visionary leadership, community engagement, and a relentless pursuit of excellence.
The marathon’s growth from a local initiative to a globally recognised event highlights how passion and determination can transform a modest idea into an internationally celebrated movement. Lagos has firmly established itself as a marathon city renowned for its energy, hospitality, and unwavering commitment to progress.
Herbert Wigwe’s Vision: A Marathon for Unity & Progress
Herbert Wigwe’s influence on the Access Bank Lagos City Marathon remains as palpable today as ever. During the 2021 edition, he stated:
“As one of the leading banks in Nigeria and indeed Africa, it is imperative for us to support the economic and social development of the communities in which we operate. Hence, we have sponsored the Access Bank Lagos City Marathon to make Lagos more attractive to tourists and investors alike. We have also used this platform to create jobs and opportunities for thousands in the state.”
These words, imbued with hope and ambition, continue to guide the event. More than merely a race, the marathon has become a living legacy of Wigwe’s unwavering commitment to community development and the transformative power of sport. His visionary approach has paved the way for countless initiatives that enrich lives, create employment opportunities, and foster pride and unity among Nigerians.
Herbert Wigwe’s legacy is not confined to history, it lives on in the hearts of those he touched and in the strides of every runner who participates in the marathon. His vision for a healthier, more prosperous Lagos inspires all, ensuring that his contributions will never be forgotten. Every cheer from the crowd, every drop of sweat on the pavement, and every moment of reflection during the race stands as a tribute to a man dedicated to progress, unity, and excellence.
The Access Bank Lagos City Marathon 2025 is more than a sporting event—it is a movement that transforms challenges into triumphs and distances into memories. It celebrates life, resilience, and the indomitable spirit of a community marching forward, one determined step at a time.
Sponsors: The Pillars Behind the Marathon
Central to the success of the Access Bank Lagos City Marathon are its dedicated sponsors. Access Bank, the major sponsor, has remained steadfast in its commitment to community development, ensuring that the marathon continues to be a platform for positive change. In partnership with the Lagos State Government, the event has grown into a major contributor to the local economy and an enduring source of inspiration for athletes and citizens alike.
Their unwavering support has been crucial in maintaining the high standards of the marathon, including its prestigious Gold Label status from AIMS. This commitment not only honours Herbert Wigwe’s legacy but also ensures that the marathon continues to inspire future generations to embrace a healthy, active lifestyle while cherishing the memories forged along the way.
Community, Commerce, and the Spirit of Resilience
The Access Bank Lagos City Marathon is a celebration of more than athletic prowess, it is a testament to the power of community and the resilience of Lagosians. The event has consistently demonstrated that when communities unite, remarkable achievements are possible. By boosting local tourism and generating business opportunities, the marathon has had a transformative impact on the city’s economy.
During marathon weekend, local businesses such as hotels, restaurants, and retail outlets experience a surge in activity as visitors from around the globe flock to Lagos. At the same time, the event showcases the city’s vibrant culture on an international stage, reinforcing the idea that sport and commerce can work hand in hand to drive progress.
The Journey Ahead: Legacy, Resilience, and Unity
As runners prepare to take to the streets of Lagos on February 15, 2025, the atmosphere is charged with a profound sense of purpose. The marathon is not just a competition; it is a journey of remembrance and unity, where every stride honors the memory of Herbert Wigwe and every mile becomes a cherished memory. The theme “Miles to Memories” reminds participants that the race is as much about personal triumph as it is about collective resilience and hope.
In the face of past tragedies and challenges, the marathon stands as a beacon of hope. It is a day when the nation comes together to celebrate life, honor legacy, and build a future founded on unity and progress. Each runner carries with them the spirit of determination and the memory of a leader who believed in the power of community and the strength of collective ambition.
In celebrating “Miles to Memories,” the Access Bank Lagos City Marathon 2025 encapsulates the journey from loss to legacy, from grief to hope, and from memories to future milestones. With the steadfast support of sponsors like Access Bank and the Lagos State Government, this marathon not only delivers an exhilarating athletic challenge but also forges enduring memories that will inspire generations to come.
As the starting gun fires and runners take their first steps on the vibrant streets of Lagos, they are not merely participating in a race, they are becoming part of a legacy. Every mile traversed is a reminder of the resilience, unity, and indomitable spirit that define this great city. And in every memory made, the legacy of Herbert Wigwe lives on, guiding each runner toward a brighter, more hopeful future.
Herbert Wigwe may be gone, but his vision continues to run through the veins of every Lagosian and every athlete crossing the finish line. In Lagos, every mile is a memory, and every memory is a step toward a better tomorrow.
Feature/OPED
The Power Trio: How Sales, Finance, and Marketing Rescue PR from the ROI Dilemma

By Philip Odiakose
Over the years, the conversation around PR measurement has evolved, yet one persistent challenge remains — how to prove the financial return on investment (ROI) of public relations efforts. I have shared my thoughts on this topic across multiple LinkedIn posts, and I felt compelled to provide a structured education on the subject.
Measurement education is a core pillar of AMEC Measurement and Evaluation , and as a strong advocate for data-driven PR, I believe it is crucial to guide PR professionals through this recurring challenge.
The reality is simple: If sales are not part of your key performance indicators (KPIs), then Return on Objective (ROO) should be your holy grail, not ROI. However, for PR campaigns where sales are indeed a primary goal, PR professionals cannot work in isolation — they need to engage with the “three wise men”: Sales, Finance, and Marketing.
A fundamental mistake many PR practitioners make is attempting to justify PR’s success using ROI without understanding the financial principles behind it. ROI, in its true form, is a financial metric that calculates the profitability of an investment using the formula: ROI (%) = (Net Profit / Cost of Investment) x 100.
For PR professionals aiming to showcase ROI, collaboration with the Finance team is essential to align media metrics with revenue generation. However, in most cases, PR is not a direct sales function, which means using ROI as a blanket metric leads to misinterpretation and misplaced expectations.
This is why AMEC’s Barcelona Principles (which emphasize outcome-based measurement over outdated methods) encourage PR professionals to focus on measurable objectives rather than vanity metrics like Advertising Value Equivalency (AVE). For those unfamiliar with these principles, I strongly recommend exploring them as a foundation for modern PR measurement.
One of the most misleading approaches in PR measurement is relying on AVE to demonstrate ROI. To put this into perspective, AVE in PR is like measuring the quality of a meal based solely on the price of its ingredients. Just because a dish contains expensive components does not mean it tastes good or satisfies the customer.
Similarly, AVE assigns a monetary value to media coverage based on ad rates but fails to measure the true impact, sentiment, or effectiveness of PR efforts. If a PR professional presents AVE as ROI, they are essentially equating visibility with tangible business outcomes, which is a flawed and outdated perspective. The goal should always be to measure what matters — impact, sentiment, engagement, and business outcomes — rather than placing a fictitious monetary value on earned media.
As a PR measurement specialist with over a decade of experience, I have consistently advocated for the prioritization of ROO over ROI for PR campaigns that do not have direct sales objectives. PR’s role is often about shaping perception, building credibility, and enhancing reputation — elements that do not always have an immediate or direct financial impact.
ROO provides a structured framework for evaluating PR performance based on predefined, measurable objectives. By aligning PR efforts with specific business goals — whether it be increasing brand awareness, driving website traffic, improving customer sentiment, or strengthening stakeholder relationships — PR professionals can provide meaningful insights without force-fitting sales metrics where they do not belong.
For PR to demonstrate true ROI when necessary, it must integrate seamlessly with Sales, Finance, and Marketing. Without correlating PR metrics with their data, PR teams cannot accurately tell the story of their contribution to revenue generation.
Marketing provides valuable insights into lead generation, Sales tracks conversions, and Finance ensures financial accountability. When these three functions work together, PR professionals can move beyond justifying their efforts with media impressions and start proving their impact in terms of business growth. This is why aligning client or executive expectations from the onset is critical.
By setting realistic measurement parameters, PR professionals can avoid the trap of being asked to prove ROI on campaigns that were never designed to drive direct sales in the first place.
The path to effectivePR measurement is rooted in education, collaboration, and the right frameworks. We must continue advocating for methodologies that reflect PR’s strategic value — beyond press clippings, beyond AVEs, and certainly beyond misaligned expectations.
Measurement is not about justifying PR’s existence; it is about demonstrating PR’s impact with the right metrics that align with business goals. As PR professionals, our focus should always be on setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives that align with organizational priorities. This way, measurement becomes a tool for strategy rather than just a reporting mechanism.
As we move forward, I encourage PRprofessionals to embrace continuous learning, engage in industry conversations, and challenge outdated measurement methods. PR measurement is not static — it evolves with trends, technology, and business needs. Let us elevate our practice by ensuring that measurement is not an afterthought but an integral part of our communication strategy from the start.
Would love to hear others’ thoughtson this!
Philip Odiakose is a leader and advocate of PR measurement, evaluation and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR, AMEC Lab Initiative and AMCRON
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