- TV, Press, Suffer As Digital Soars
- Optimum Exposures, Executive Option Media, Others Affected
One of the leading global system for mobile communication and an indigenous telecom brand, Glo has written to all its out-of-home contractors nationwide to cancel all the advertising contract the telecom brand has with them, 789MARKETING can authoritatively reveal.
The affected outdoor advertising agencies include, Invent media, Executive Options Media, Fulham Nigeria, Capital Media, CBs Outdoor, Adgozo, Mkpoko Ikenga, Optimum Exposure and New Crystal Media among others.
The revoked contract is estimated to worth about N78million mainly in the west, east, south-south, Abuja and North West.
Investigations also reveal that the international telecom company has reviewed television and press campaign budget downward leaving the brand with digital as the opportunity for exposure.
The reason behind the drastic review of the marketing communication budget in Glo is yet to be ascertain as Mike Adenuga’s telecoms brand has not issues any official statement on the matter.
The dwindling disposal income in the country as a result of harsh economic environment could be attributed to this. Airtel has allegedly reportedly reviewed it out-of-home campaign some months ago because of the same reason.
Numbers of brand ambassadors for the brand would be reviewed downward too, findings revealed.
It is not clear how Glo is intended to cover the space thrown up by outdoor but a reliable source said that the management of Glo is reevaluating the contract to re-strategize its out-of-home plan.
“We will soon announce our new plan. I can assure you we will continue to feature in out of home because it is prime media for us,” source who pleaded anonymity said.
In 2015, during the general election, Glo was allegedly pulled out from a contract with Clearedge Limited while a Chinese Telecoms firm, Huawei revoked its contract with Touch Point Limited.
According to the then Managing Director of the Lagos State Signage and Advertisements Agency, LASAA, George Noah, the development was a result of Transformation Ambassadors of Nigeria (TAN) invading the space of these two brands with former president Goodluck Jonathan’s campaign posters.
“The two advertisers in question are Chinese Telecoms firm, Huawei and Globacom and the outdoor agencies affected are Touch Point Limited and Clearedge Limited. Both agencies have lost a whopping N350 million.
“The illegal and brazen act by agents of the PDP is unjust, inconsiderate and therefore unacceptable at a time outdoor advertising is facing stiff competition from television, radio and social media
“The illegal act by the agents of the PDP is capable of destroying outdoor agencies in our State. It will almost certainly leads to lay-off of workers and loss of revenue for our stakeholders,” he stated.