2016 Cannes Lions Week: Insight to Host Session on Marketing to African Consumers
Nigeria’s leading creative and innovative agency, Insight Publicis, will host a session at this year’s edition of the Cannes Lions Festival, which begins June 17-25, 2016 in France. Themed “Let my Enemy Live Long: How Brands Can Aim for the Heart of The African.”
The panel which is set for June 18, will dissect issues around marketing to the African Consumers. Speaking on the panel presentation, the Chief Operating Officer, Insight Publicis, Feyi Olubodun described it as a huge milestone for the industry; one that will further help put the country’s mark on the global advertising map. He said, “This is the first time we will have a Nigerian agency making a strong appearance on the floor of the global festival. It’s a big one for us and serves as an opportunity to sell the Nigerian brand.” According to him, the 45 minutes presentation will focus on learning about the nuances of marketing to the African consumer, from the sub-Saharan African perspective. “An African proverb says, “You can’t shave a man’s head in his absence.
With a population of over 1 billion, one would expect global brands to flood the market and win. While it has been said that the pace of infrastructural development and technology adoption may be the barrier, but then again, how come Chinese brands such as Tecno Mobile are dominating the continent and Western brands don’t have such a stronghold? The panel will journey into hidden cultural triggers for the consumption patterns of the African, which successful marketers on the continent have leveraged.
Insight Publicis Nigeria will shine a light on the “dark” parts of marketing on the continent,” he stated. Olubodun will be joined by the Publisher of FAB Magazine and CEO of Bata Entertainment Familusi Babajide and the CEO/Founder of Playdata, USA, Lanre Dabiri as panellists during the session. Also participating at the global event are the agency winners of the 2016 Cannes Lions Nigeria Award; Adefolaju Tella, Emeka Ezeagu, Jephtah Nwabuisi, Samuel Olorundare, Azad Abdullahi and Adekunle Koledoye, who will be presenting their captivating works to an audience of over 15,000 delegates from 95 countries.