Firm Re­brands, to Deepen Op­er­a­tions


La­gos-based in­te­grated mar­ket­ing com­mu­ni­ca­tions agency, Nitro 121, for­merly 141 World­wide, has un­veiled its new name and logo, promis­ing bet­ter dig­i­tal, cre­ative and en­gage­ment for the clients and stake­hold­ers. Its Man­ag­ing Di­rec­tor, Lampe Omoyele, said the new iden­tity was an evo­lu­tion aimed at achiev­ing higher height, with ma­jor fo­cus on team­work high per­for­mance. Ac­cord­ing to him, “Nitro 121 is a pit stop where brands and busi­nesses come to and work­ing with us their lev­els of per­for­mance im­proves. So, ev­ery brand and busi­ness that comes in touch with 121 to the pit stop that we would leave you per­form­ing bet­ter.”

He stated that the 121 metaphor speaks about the higher level of con­nec­tion with brands and con­sumers, adding, “In mo­tor­sports, a pit stop is where a rac­ing ve­hi­cle stops in the pits dur­ing a race for re­fu­elling, new tyres, re­pairs, me­chan­i­cal ad­just­ments, a driver change, as a penalty, or any com­bi­na­tion of the above

“There is a high level of com­pe­ti­tion in the mar­ket place; the mar­ket is evolv­ing and we can­not af­ford to be a di­nosaur. What we are do­ing is think­ing ahead of the scope, ahead of the mar­ket; so, why other peo­ple are still think­ing about what to do, we are mov­ing ahead of the scope.”

He fur­ther stated that the agency had deep­ened its dig­i­tal of­fer­ings by ex­pand­ing the scope while re­cruit­ing some of the best hands in the in­dus­try: “We bring to the ta­ble a new di­men­sion of dig­i­tal mar­ket­ing; we have one of the strong­est team and one of the best dig­i­tal mar­ket­ing per­son­nel in the coun­try. We are bring­ing a new dig­i­tal mar­ket­ing strat­egy ca­pa­bil­i­ties into the game.”

On whether the agency was not step­ping down its cre­ative prow­ess by drop­ping from 141 to 121, he said, “think about it cre­atively and un­der­stand that we are a cre­ative agency. Think about it and don’t think about it as a math­e­ma­ti­cian. When you say 141, what does 141 means? 141 just mean. ‘I am one for one per­son’ but when we say 121, it is a greater level of con­nec­tion; that is what it is.”

Some of the of­fer­ings from the agency in­clude brand man­age­ment, strat­egy devel­op­ment, cre­ative devel­op­ment, dig­i­tal mar­ket­ing, me­dia buy­ing and plan­ning, au­dio­vi­sual pro­duc­tion and ex­pe­ri­en­tial mar­ket­ing.

For cre­ative devel­op­ment Omoyele, “We ideate when we cre­ate. De­vel­op­ing themes and sto­ries that draw from con­cepts around us. En­sur­ing that a sim­ple story is ex­actly that – sim­ple. With sim­plic­ity we com­mu­ni­cate a brand’s strate­gic vi­sion, en­sur­ing that at the heart of brand com­mu­ni­ca­tion is the busi­ness of con­nect­ing peo­ple to goods and ser­vices.

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