Advertisers Association of Nigeria
  • About ADVAN
    • Who We Are
    • ADVAN Members
    • ADVAN Executive Council
  • Membership
    • Member Benefits
    • Individual/MSME Memebership
    • Become A Member
  • Knowledge Base
  • Events
    • Upcoming Events
    • Past Events
    • Gallery
  • News
    • ADVAN News
    • Sponsored Contents
    • Vacancies
  • Contact
No Result
View All Result
Advertisers Association of Nigeria (ADVAN)
  • About ADVAN
    • Who We Are
    • ADVAN Members
    • ADVAN Executive Council
  • Membership
    • Member Benefits
    • Individual/MSME Memebership
    • Become A Member
  • Knowledge Base
  • Events
    • Upcoming Events
    • Past Events
    • Gallery
  • News
    • ADVAN News
    • Sponsored Contents
    • Vacancies
  • Contact
No Result
View All Result
Advertisers Association of Nigeria (ADVAN)
No Result
View All Result

David Wheldon address Marketers at the WFA Global Marketer Week

by Ojeakhena Victor
28 April 2017
in Knowledge Base
0
David Wheldon address Marketers at the WFA Global Marketer Week
Share on FacebookShare on TwitterShare on LinkedinShare to WhatsApp

David Wheldon, WFA President, CMO RBS gave the state of the union address at this year World Federation of Advertisers (WFA) “Global Marketers Week” currently holding in Toronto Canada.

According to David “Marketers could be forgiven for feeling overwhelmed. New challenges appear to emerge every day – new platforms, new concerns about brand safety, new issues with our agency partners. Reading the trade press at the moment, you might be tempted to feel like it’s a bit “end of days” and you’re in an impossible job.

But you shouldn’t. We should remind ourselves at every step of the way to keep things simple. We are employed to build great brands and the principles of doing that haven’t fundamentally changed.

What has changed is the way that we reach out to consumers and the way that we work with our partners, both agency and media owners. That is where today’s big challenges lie and where we need a rethink.”

He went further to give 5 key areas he believes marketers should focus on:

Firstly: Protecting your brand

We live in a world of populist, partisan politics, fake news and alternative facts. That’s not an easy place for brands. If marketers want to select just one aspect of programmatic to understand, then brand safety should be it.

Brand safety means not only ensuring that your ad isn’t a pre-roll to a jihadi video but also that you are not center stage on divisive content in a way that makes it appear as if you are taking sides. Social media can be the easiest place to lose friends if you aren’t careful.

Brand safety also means knowing where your budget is going. This means putting the tools and processes in place to ensure that potential buyers, not bots are viewing your ads. In the era of zero-based budgeting, ad fraud is more than just a waste, it’s ineffective and, more often than not, avoidable.

Secondly: Build your brand on the basis of business impact

Metrics are too easy to mess up but, frankly, hugely simple to get right. Find the ones that have a direct link to business outcomes. Getting our house in order means getting our metrics right so that the numbers we seek to move are reflected in our bottom lines.

That might mean reverting to “old-fashioned” brand metrics but the reason we still measure these things is that they have been proven to make a difference.

I am not one of those marketers who think everything was great in the good old days. But if we want to be credible we need to be much more focused on outcomes rather than delivery. Likes, followers, and views are interesting but shouldn’t drive our approach, unless and until they have been proven to deliver a return on your objectives.

Thirdly: Rebuild trust with our agency partners

If we didn’t have agencies then we’d have to invent them. They bring huge value to us as marketers but clearly not everything is right in the relationship. WFA has long advocated greater media transparency globally. The Association of National Advertisers’ report last year brought the issue to a head.

There is clearly a lot of work to do to rebuild trust between clients and agencies. The digital ecosystem – the salami-slicing of budgets through the ad:tech supply chain – needs to be less opaque and open for all to understand so that every participant proves the value they add to the people who pay them, the marketers.

I believe that collaboration with our partners is a pre-requisite for success. But the current ecosystem has to change before we stand any chance of improving our relationship with those that matter most, namely consumers.

Fourthly: Deserve people’s attention

For all the technology at our disposal us today, there’s no substitute for creativity. The great campaigns of the past worked – not because the environment was less competitive – but because they were truly creative.

Today too many brands are churning out content to the detriment of creativity. The pity is that it doesn’t have to be that way. There are more smart people in our industry than ever before. There are lots of great professionals who can make meaningful connections with people in almost every agency and brand.

The danger is that too much poor-quality content, poorly placed and delivered in irritating formats is just turning people away. 11% of the global internet population now blocks ads. Adblocking is enjoying 30% year-on-year growth. Our online audience is actually shrinking rather than growing!

The much-touted promise for our industry was that targeting would enable brands to reach people in a timely, relevant and welcome fashion. Instead, we are annoying people. Worse still we’re scaring people by giving them the impression that we know too much about them.

New rules coming out of Europe (The General Data Protection Regulation) will flip the paradigm from one where consumers ‘blindly’ give their consent to one where people need to opt into receiving brand communications. This will make it harder than ever to connect with people online.

But the good news is that great content will always find its way to consumers. It’s easier than ever to share great content with friends. Truly creative brands will always find a way to win people’s attention.

Fifthly: Put people first

It may be a hard pill to swallow but one that all marketers should bear in mind. We might care about our brands and products but consumers probably don’t. According to the latest Havas Meaningful Brands research found that consumers wouldn’t care if 74% of brands disappeared tomorrow.

It gets worse. Not only do they not care about brands, they often blame them for some of society’s problems: be it obesity, binge-drinking, indebtedness, gambling, over-consumption…
We need to be self-aware and humble. We need to be mindful of the behavior we seek to encourage through our marketing. We must remember that great brand marketing works by building connections that appeal to our very human and enduring needs.

As the late, great Bill Bernbach put it, “a communicator must be concerned with the unchanging man, with his obsessive desire to survive, to be admired, to succeed, to love, to take care of his own.” Only through knowing what is of meaning and value to people will you truly find a way into their lives.

For all the talk of all the challenges we face, the hardest thing is to keep things simple. But if you can do that then there has never been a better time to be in marketing.

Related Posts

How generative AI can boost consumer marketing
ADVAN News

How generative AI can boost consumer marketing

Imagine a world where marketers have no creative constraints. A world where they can make the right offer at the...

23 August 2024
Setting targets on DEI in production can be a challenge for half of major multinationals
ADVAN News

Setting targets on DEI in production can be a challenge for half of major multinationals

New WFA research shows that measurement, targets and identifying diverse suppliers are key barriers to implementing Diversity, Equity and...

12 July 2024
GenAI and the marketing essentials that won’t change
ADVAN News

GenAI and the marketing essentials that won’t change

A lot is happening right now. AI is taking centre stage and change is in the air. But there...

3 April 2024
ADVAN News

The Nigerian Marketing Development Team Of The Advertisers Association Of Nigeria To Host The Advan Industry Dialogue 2024 We...

8 November 2024
Next Post
WFA Global Marketer Week 2018 to take place in Tokyo

WFA Global Marketer Week 2018 to take place in Tokyo

Please login to join discussion
Advertisers Association of Nigeria (ADVAN)

Advertisers’ Association of Nigeria (ADVAN) is the only association in Nigeria which represents the collective interests of ‘Advertisers’ (Corporate organizations that engage in high level marketing).

Subscribe Our Newsletter

© 2025 Advertisers Association of Nigeria (ADVAN) - Designed by Accret.

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are as essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
SAVE & ACCEPT
Akinrimisi Olabode Samuel

Deputy Marketing Director, CWay Foods and Beverages

Dr. Omotola Bamigbaiye-Elatuyi

Marketing Director, Pladis

Omolara Banjoko

Marketing Manager, Friesland

Tolu Olanipekun

Head of Marketing, Mouka foam

Roseline Akure Abaraonye

Head of Marketing, Hayat Nigeria LTD

Maurice Igugu

CMO, Sterling Bank

Adeola Emmanuel Amosun

Group Media Manager, Tolaram

Ediri Ose-Ediale

CEO/Executive Director, ADVAN

O’tega Ogra

Senior Special Assistant to the President On Digital Economy

Yusuf Murtala

Marketing Director, Coca-cola

Osamede Uwubanmwen

Designation  – Commercial Director,  Biogenerics Nigeria Limited

Mr. Chris Wulff-Caesar is the Marketing Director for FrieslandCampina WAMCO Nigeria PLC. He joined the management team in April 2018 and holds a BA (Honors) Degree in Economics from the University of Ghana and an MBA from the Edinburgh Business School of the Heriot Watt University in Scotland, United Kingdom.

He is a proven marketer, commercial operator and business leader with over 20 years working experience in both local and international roles for ABInBev, SABMiller and Unilever. His career has seen him accrue a wealth of experience in managing the primary assets of these leading FMCG organizations
i.e. brands and people.

Prior to his appointment to FrieslandCampina WAMCO, Chris was Marketing Director West Africa (Ghana & Nigeria) at ABInBev and member of the board of Accra Brewery Ltd in Ghana. During his tenure, he led the establishment of a formidable brand portfolio which transformed the markets to wrestle share away from incumbent competitors. Whilst at SABMiller, he also held the positions of Category Expansion/Innovation Manager for Africa based in Johannesburg (2010 -2012) and Marketing Director
for Ghana (2007 – 2010).

Chris is an Associate member of the Advertising Practitioners Council of Nigeria (APCON). He is also involved with a few organizations which target the development and establishment of infrastructure for primary education in his home country and is a member of the Changing Lives Endowment Fund (CLEF) which is a non-profit organization set up to influence access to quality education for disadvantaged students.

Emmanuel Agu has over 18 years’ experience across Consulting, Banking and FMCGs (Diageo, Heineken and Jotna Group). A well rounded Business and Commercial Leader with strong track record in business strategy, brand communication/experiential strategy, portfolio commercialization, insight generation that has delivered strong ROI on cutting-edge innovations, and high performing team leadership. Skilled in regional/national communication and local insight generation that delivers strong brand growth. Vast experience in cause marketing. Very knowledgeable about the Nigerian/African consumer space, their habits and attitudes towards brands.

Agu has successfully steered and managed over 20 brands in the Nigerian marketing landscape in the last two decades.

Strong Marketing Communication professional with an MBA in Marketing Management and  MSc in Media and Marketing Communication from Lagos State University and Pan Atlantic University Lekki respectively. A certified Management Consultant (CMC) and a member of the body  of fellows of the National Institute of Marketing of Nigeria (FNIMN), Institute of Professional Managers & Administrators (FIPMA) and Institute of Management Consultants (FIMC).

John is CEO of the Association of Australian National Advertisers (AANA), the peak industry body representing Australia’s advertisers and has been in the role since September 2017. Prior to the AANA John had a 25 year marketing career in FMCG, working in several  categories including food, confectionery, household cleaners and personal care,  with a number of global companies including Unilever, Kellogg, Nestle and Reckitt Benckiser.  His most recent role was CMO at Unilever ANZ.

Originally from Yorkshire, England, John has lived and worked in several countries, including the US, Canada and the Middle East. He lives in Sydney along with his wife, Jacquie and two daughters, Leah & Anna.

Aggrey leads the commercial and client consulting functions as Chief Growth Officer for WECA. In his previous role as head of the Kantar insight business in Nigeria, he drove the integration of the various Kantar companies into one functional business unit.  Prior to that role he was CEO for TNS East Africa. This was after he spent over three years leading TNS Connect, the then digital and technology practice of TNS Global, across Africa, Mediterranean and Middle East.

He has led consulting projects across a diverse range of business sectors, and areas of expertise in Nigeria and across West, East, Central and Southern Africa.

Aggrey began his marketing career with Delta Beverages, the leading brewery in Zimbabwe, before crossing over to Probe Market Research, where he rapidly rose through the ranks to join the leadership team of the business. He then moved to West Africa as head of the quantitative division for RMS Nigeria where he led the reorganisation of the research practice, prior to his promotion to head research and client servicing in Nigeria.

Aggrey has led the TNS RMS Ghana and Nigeria business operating companies, and was the COO of the RMS Group, spanning three continents, prior to the merger with TNS Global, when he was appointed CEO West Africa.

He holds a Bachelor of Commerce Marketing, Honors degree from the National University of Science and Technology, Zimbabwe and an MBA from ZOU, Zimbabwe. A winner of several awards, Aggrey is a Fellow of the Nigerian Market Research Association (NIMRA).

Bridget is currently the Head, Marketing and Communications for Stanbic IBTC Holdings PLC. She is a multifaceted marketing professional with more than 23 years of global experience in brand strategy, sponsorships, digital marketing, data analytics and all elements of communications. She has a proven track record in running internal and external corporate communications, as well as products Integrated Marketing Campaigns (IMC) across various countries and sectors including aviation, financial services and non-governmental organizations.

Before joining Stanbic IBTC Holdings PLC, Bridget was Head, Sponsorship and Events for over 7 years (2010- 2017) at First Bank of Nigeria Ltd (now FBN Holdings Plc). She had the responsibility for institutionalising sponsorships and scope of engagement frameworks for the First Bank Group.

Bridget holds a Bachelor of Science degree in Botany from Lagos State University and a Post    Graduate degree from the University of Leicester, UK. She is a fellow of the NigeriaN Institute of Marketing (NIMN), a member of the Advertising Practitioners Council of Nigeria (APCON), the Chartered Institute of Marketing (CIM), UK, an associate member of the Nigerian Institute of Public Relations (NIPR), an associate member of the African Public Relations Association (APRA), currently the 2nd vice president for ADVAN (Advertisers Association of Nigeria) and a member of WIMBIZ (Women in Business and Management). She has also participated in various global business and economic summits. Her achievements during her career includes winning the Standard Bank 2018 Marketing Mark of Excellence award and receiving the highest ratings for creativity, innovation and dedication for functional responsibilities at British Airways Plc and the best of British Airways community volunteering award. She effectively managed the British Airways Plc brand, corporate image and reputation in Nigeria, Tanzania, Kenya, Nigeria, Ghana, Zambia, Mauritius, and Uganda between 1998 and 2008.

No Result
View All Result
  • About ADVAN
    • Who We Are
    • ADVAN Members
    • ADVAN Executive Council
  • Membership
    • Member Benefits
    • Individual/MSME Memebership
    • Become A Member
  • Knowledge Base
  • Events
    • Upcoming Events
    • Past Events
    • Gallery
  • News
    • ADVAN News
    • Sponsored Contents
    • Vacancies
  • Contact

© 2022 Advertisers Association of Nigeria (ADVAN) - Designed by Accret.