DELE ODUGBEMI



DELE ODUGBEMI

Education Dele holds a Master of Business Administration degree in Technology Management and has been on courses at the Ashridge Business School, UK
ADVERTISING WORK EXPERIENCE
  • 15 years experience in placements having been involved in a number of significant transactions in Nigeria’s advertising industry from where he joined the Ogilvy Africa Media Network where as Managing Director, he was responsible for the agency’s media business in Africa
  • Multinational media Accounts worked on across working in Nigeria, Kenya and South Africa with some of the world’s biggest advertising agencies like OMD, Ogilvy, MindShare and Aegis
  • He is especially strong in unconventional media Africa:
    • BAT Nigeria
    • MTN Nigeria
    • GSK Nigeria
    • Diageo Africa
    • Unilever Africa
    • Kraft Africa
    • Nestle Central & West Africa
    • Airtel Africa

FACTORS Affecting the way that brands Communicate in NIGERIA

  1. MEDIA BUFFET – ERA OF FRAGMENTATION

How do we deal with this?

Through our proprietary tool, we identify the most valuable consumer  and determine the most cost effective media mix  by plotting the consumer journey and identifying media that make the most impact on the consumer.

  1. THE SOCIAL MEDIA PHENOMENON

How do we deal with this?

Online penetration, especially mobile, has seen a 14.4% growth rate since 2011 and has enabled instant communication between consumer and brand. Social media has become part of the media mix and we take advantage through our strategic partnerships with social media platform owners like Facebook and Twitter

  1. GROWTH OF INDOOR ADVERTISING

How are we dealing with this?

With the shopping malls being built across Nigeria has come more indoor opportunities through the increasing cinema networks as well as static indoor boards. We address this through our bespoke measurement tools with which we are able to negotiate rates that match the value being delivered

FACTORS Affecting the way that brands Communicate in NIGERIA

  1. POOR CONTENT ON TV

How are we dealing with this?

Fragmentation has come with a lot of inventory which the TV stations are not able to manage in terms of quality content. We partner with the stations to procure programmes that suit the brands we manage and ensure they run during prime time

  1. ICONIC BILLBOARDS

How are we dealing with this?

New billboard types and locations are springing up all over Nigeria and we are able to get the best deals as well as use traffic count to determine the best locations

MEDIA MONITORING & CONTROL

How are we dealing with this?

Bespoke monitoring tools that is being integrated into AMPS to give better productivity reports and improve media compliance

 

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