...Dreaming Beyond the Present
the key to being able to perform in today’s emerging markets and ability to communicate with different publics in languages that are unique to them and which they can easily relate with.
The communication needs of brands and clients are changing every day with different media channels coming up beyond what traditional advertising recognises. It is not surprising when Noah’s Ark has this to say about itself:
“We believe understanding your audience is key: What their motivations and needs are? What their behaviours tell us? Using answers to these questions as foundations, we consequently embark on primary and secondary research, with which we paint a picture of what makes your audience tick. With clarity of this picture in view, efficient strategies are usually our results.”
Speaking at the affiliation agreement signing ceremony, Adisa said works of the agency have been winning awards within and outside the country. He explained that last year, “we emerged the de facto Agency of the Year at LAIF Awards with our winning of the only Grand Prix that was awarded for that year.”
He added that this year, the agency “won one Silver and two Bronze ( medals) at the Loeries Awards in Durban, South Africa. Just very recently in Marrakesh, Morocco, we won two Gold and Three Bronze ( medals) at the African Cristal Festival.” He announced that it was the first Gold to be won by any Nigerian or West African outfit at any international awards ceremony.
With clients like Indomie, Three Crown Milk, GoTV, Hypo and so on, many might be wondering why an agency like Noah’s Ark would be entering into any partnership with another international agency.
“Those who know me know that I have always relished our independence. But they also know that I have always been a great advocate of collaboration. At different times, I have had cause to speak on the need for our industry to steer clear of isolationism. I believe that to go far we have to seek out like- minded people from other parts of the world to raise our game.
When we had the first interaction with the DAN team, the first thing we asked ourselves was how would this relationship help attain our vision,” Adisa said.
Ms. Daon Rowlands, Chief Executive Director, Sub- Sahara Africa, Dentsu Aegis, speaking at the signing ceremony, said her outfit did not come about Noah’s Ark by accident. She said anywhere they went, they were always referred to the agency. “We were looking for a Nigerian agency that would be able to help us realise our dream in the West African market and everywhere we went, they always told us: ‘ talk to Noah’s Ark.’” more than 10 years. They always fizzle out. While there was no point mentioning names here, the nation’s advertising industry has more ‘ former’ giants than ‘ present’ big performers. It is always like the case of old empires that rose and also fell.
But the gladdening thing is that the Noah’s Ark boss seems to be aware of the industry’s existential ‘ banana peel’. He told reporters at the ceremony that he felt bad that agencies that used to be reference points some 20 years ago are either dead or struggling.
“It gives me great concern,” he stated. “Even the agency where I started my career is no more. That is not gladdening at all. You are not as concerned as I am. No one is happy that some agencies that we used to look up to are no longer there.
But we want to change that narrative and that is why we are doing what we are doing today. We want this business to outlive us, professionally.
That is why we are looking at options and new trends beyond traditional advertising and signing this application agreement with Dentsu is part of our long term strategic plan.”
Noah’s Ark might just be eight. But its dreams seem to look at the next 80 years and that is why it is perhaps the time for the marketing communication industry in Nigeria to have enduring giants. Not just seasonal big players.
And if there is any agency that is capable of breaking the jinx, it is Lanre Adisa’s Noah’s Ark. The signs are reassuringly there; just like the Dentsu partnership.