We’ll not owe media organisations, says Adetu


Top-flight media specialist company, Algorithm Media launched its entry into the Nigeria market as well as its affiliation to GroupM with the promise not to be associated with media debt.

The new media buying agency was unveiled at a media launch and panel discussion entitled “Connecting with the Nigerian Consumer in a recession”. The event had a rich collection of senior business leaders, Chief Executive Officers and Marketing Directors of Blue Chip companies in attendance.

Responding to media queries, the former managing director of Guinness Nigeria, who is the chief executive officer of the company, Seni  Adetu said “media debt has been a big issue in Nigeria and Algorithm frowns at it. We will ensure that we do not owe our clients and apply the highest level of professionalism.”

He said “Algorithm Media, our company being formally introduced to you today, offers advertising media selection services that include media planning and buying. We are affiliated to GroupM, the world’s largest media services company renowned for innovation, speed and excellence.

​​​​”Similar to all GroupM affiliated agencies, Algorithm Media runs an independent operations in its own right. ​We however have the leverage and collaborate with GroupM on activities that include content creation, digital advertising, finance, proprietary tool development and other business-critical capabilities”.

He added that as a glocalised media specialist company, we aim to become the “go to” media agency for creative media planning and buying. When the client needs reassurances of commercial benefits from their media spend and 110% governance assurance, we would ask they speak to us. ​With Algorithm Media open for business in Nigeria, blue chips and global corporations can look forward to speed, innovation and excellence in brand building.”

The Chairman, Fidelity Bank Plc, Ernest Ebi, who was chairman of the panel discussion segment, said the topic of discussion was very relevant against the backdrop of the economic headwinds in the country that had drastically affected consumer behaviours.

He said the high inflationary pressure, dollar shortage, low fiscal activities and accumulation of salary arrears, among others, had taken a toll on the consumers.

“The issues are quite weighty and are bound to affect consumer behaviours in the country,” Ebi stated.

The President, Coca-Cola West Africa, Peter Njonjo, stressed the need for companies to invest more and launch affordable products during tough times, saying, “The company will come out stronger and earn greater loyalty from the consumers.There is a huge population in Nigeria that is spending a lot every day.

“About N390billion is spent in the country every day. About 130 million Nigerians in the E and D socio-economic class spend N67 billion daily while the C socio-economic class spend 140 billion daily. The question is: how much of that are you going to access?”

The Chief Executive Officer, Jumia, Juliet Anammah, said in good times, brands can do without data but in a recession it is impossible to rely on intuitive data making it important to get deeper insight to know what the consumer is thinking. This is because consumers would try to avoid impulse consumption in a recession, adding that spending would be mainly on fast-moving consumer goods and communication.

According to Juliet, elements that drive consumer behaviours include pricing, performance and the lifecycle of the product. “People want help. You need an ecosystem that looks beyond the product,” Anammah said, stressing the need to connect with consumers.

The Chief Executive Officer, Ebony Life TV, Mo Abudu, said, “I happen to think that the recession is actually good for Nigeria. It has made a lot of people to think about how to be creative, innovative and compete for business.


“It is about thinking outside the box and saying, ‘How can we reach the consumers?’ This is the time for creativity to shine through and let’s see who is going to survive the recession.”


A former Chief Executive Officer, MTN Nigeria, Michael Ikpoki, described the period of recession as an interesting time, “because you can see different kinds of behaviours that also throw up opportunities.”


​Commending existing industry palyers as well as regulator for their resilience, Adetu said: “I think there has been a huge improvement in the quality of media services offered by the main media independent players in the last few years. I say that reflecting back on my 30 years working on the client’s side. I think we must thank MIPAN and APCON for the roles they have played in this regard.


Today, we are seeing more and more agencies having the necessary tools to enable quality insights for media strategy and planning, we have better and sharper responses to clients’ briefs and we are tracking media placement much more effectively. If you take the example of outdoor, with technology now, taking date coded pictures of flighted campaign on the billboard has been made a lot easier.