BusinessDay 06 Feb 2018

Tuesday 06 February 2018
C002D5556
17
MEDIABUSINESS
BUSINESS DAY
MB
Ads that travel - can a
global ad be truly local?
Mike Umogun
De veloping
global ads that
work in multiple
markets
is a huge challenge
for marketers. The
dream of reaching a worldwide
audience with just one
ad is very rarely realized,
and very often, something
important gets lost in translation.
But for every ad that travels
well data suggests that
many do not. Analysis from
the Millward Brown Link
database shows that ads
that perform exceptionally
well in their country of origin
do not usually replicate
their success in other countries.
Says Nigel Hollis, Chief
Global Analyst for Millward
Brown, “The world is not
yet a global village, and in
all likelihood it’s not going
to become one”. In other
words, although there may
be global brands, there is
not one global culture, and
brands who adapt a creative
idea to different markets
must have a thorough understanding
of the cultural
differences that come into
play.
To create communications
that can travel, mar-
L-R: Representative Billy Mitchell; Representative, Roger Bruce; Felix King, Founder, Felix
King Foundation and Gloria Butler, Senator at the presentation of the awards to Felix King on
the floor of the Senate in Capitol Building in State of Georgia, United State of America recently.
keters must follow a three
step process: determine the
global brand promise based
on applying the unique
product benefits to a universal
human need; identify the
marketing task that faces the
brand in each geography;
and implement the creative
idea with sensitivity to differences
across countries and
cultures.
For example, the value
placed on the concept of
“face” in China makes certain
kinds of humour unacceptable
in advertising.
(In China, to get a laugh at
someone else’s expense
causes him to lose face.) In
the Middle East, it’s inappropriate
to use dogs in advertising
because they are seen as
dirty. Clearly, sensitive topics
such as sexuality and religion
present issues, but so too do
some seemingly more innocuous
elements such as
numbers and colours.
Though cultural differences
can create pitfalls for
advertisers, they may also
present opportunities to enhance
a brand’s message.
But one size does not fit all.
Both your media plan and
your ad executions must be
developed with the local media
environment in mind.
A great example of a global
ad is Heineken’s “Walk in
Fridge” which has been used
in many countries and went
viral on YouTube with over
5 million views. The underlying
truth and humour of
the ad resonates with many
around the world, tapping
into the underlying human
truth that men and women
have different interests and
preoccupations; and it’s executed
in such a way that
it is readily appreciated by
people in different countries
and cultures. A local example
of an ad that would travel
across borders is the Three
Crown Milk ad and 9mobile’s
Easy starter ad featuring
Francis Odega, with both
these ads tapping into fundamental
human truths.
Finding one ad that suits
all markets is rare indeed,
but with due diligence, campaigns
can be developed
that will work effectively
across borders and cultures,
allowing advertisers to realise
great efficiencies while
establishing seamless brand
positioning. Yet often the
returns from a globally consistent
approach may be
outweighed by lack of local
relevance. Do global brands
need to strive for global campaigns
or might they be better
served by a more regional
or local approach? .
Michael Umogun| michael.umogun@millwardbrown.com
StarTimes
empowers
subscribers
through product
campaign
StarTimes, have rewarded
20 subscribers
with the sum N18,000
each in the January
2018 edition of its monthly
ST Yoruba Watch ‘n’ Win
promotion.
The competition featured
two questions per week and
subscribers were encouraged
to answer correctly on
StarTimes Facebook page.
20 lucky subscribers were
selected among over 1,000
correct entries.
Speaking on the promotion,
according to a statement,
the Content Marketing
Manager, StarTimes, Abosede
Adewara, said that “StarTimes
is all about entertainment and
rewards. The aim of the ST
Yoruba watch n win promo is
to reward subscribers while
also entertaining them. This
is in a way our new year gift
to the lucky subscribers who
won today.”
Some of the winners expressed
their gratitude to ST
Yoruba and StarTimes, saying
they had seen others win cash
rewards in the past months
but could not believe they had
won when contacted. One of
the winners, Oluwatoyin Morin,
said that “I am so grateful
to StarTimes for this gift.
NOVELPOTTA rebrands
to Y&R Lagos
Nigerian leaders urged to prepare for demands of their offices
The National President
of the De
Norsemen Kclub of
Nigeria Inc, Adeshola
Giwa, has spoken of the
need for Nigerians to imbibe
the qualities of leadership
as a means of responding to
the demands and dynamics
of national political and
economic management of
the country.
Speaking at a leadership
training and retreat by the
executive committee of the
Club in Asaba, Delta State
last weekend, according to
a statement, Giwa blamed
the challenges the country
and institutions in it have
faced over the years on lack
of proper preparation for
the challenges of leadership.
He said it is only when the
people are well prepared in
this way that they will be in
good position to lead well
as well as understand the
dynamics of the challenges
faced by those in leadership
positions
He advised members of
the Club to be conscious
of their environments as
a means of providing the
necessary guidance and
directions towards creating
a functional relationship
and mutual understanding
between the leaders and the
followers at various levels of
society.
“Leadership is critical in
moulding a better society
and welding its different aspects
into a single functional
unit. But we find in our environment
situations where
those who lead are often not
prepared for the demands of
their offices while those who
follow them often also do
not understand their roles
in ensuring that those at the
helm function responsibly
and responsively in line with
the needs of the people,” he
stated.
The retreat, the first of
its kind in the history of the
club had the theme titled
‘Next Level: Repositioning
for Effective Leadership, was
designed to brainstorm on
the leadership challenges
facing the country and also
position the members of
the club for the demands of
leadership.
Giwa, a renowned educationist,
in his keynote
speech identified Timing,
Responsibility and Dedication
(TRD) as the key
planks of success-driven
organisations, adding that
the magic to any goal, be
it political, economic of
business was discipline.
Also in his presentation,
lead speaker at the event
and legal practitioner and
leadership strategist, Imo
Jonathan, also spoke of the
need to strengthen the capacity
of leaders as a means
of firming the fabrics of
society and guaranteeing
deliverables.
Imo, a barrister described
leadership as a privilege that
those occupying such positions
must embrace with
utmost preparedness and
sense of duty, adding that
a prepared leader must be
passionate about solving
problems and effectively
marketing the mission and
core values of the organization,
country or institution.
Other speakers at the
retreat include, Tony Eteng,
Manager, First Aluminium
Nig. Ltd; Victor Okiri, Management
Consultant and
Comrade Chidi Iwuchukwu,
Principal Assistant Registrar,
Federal University of Technology,
Owerri.
NOVELPOTTA Y&R,
one of the integrated
marketing
communications
firms in West and Central
Africa regions has changed its
identity to Y&R.
The announcement was
made by the Founder/Chief
Executive Officer, Celey Okogun
alongside some senior
staff of the organization in
Lagos recently
Explaining the reason for
the new identity, Celey Okogun
said: “Y&R Lagos is a demonstration
of the considerable
brand affinity between the
network and us. The network
has decided to play up our
strengths and the values that
bind us together. That is the
Y&R brand. Thus, affiliate
offices and strategic partners
were migrated to become
Y&R brands in their cities or
countries. “We are particularly
delighted that Nigeria is one of
such offices selected. It is an
opportunity for us to redouble
our efforts therein adding
value to the businesses of our
various clients and the creative
industry in Nigeria generally.