How to choose the right sponsorship and own it.

The Super Eagles have qualified for the 2018 World Cup in Russia (Whoop, Whoop!) Already, the Nigeria Football Federation has four major partners: Aiteo, TGI Group, PayPorte.com and Zenith Bank. TGI Group (owners of Chi Limited/Hollandia) will be the ‘Official Food Partner’ of the NFF, PayPorte is ‘Official Online Store …

Shooting Nigerian commercials out of Nigeria. What is true? What is bunkum?

A few months ago, the Minister for Information & Culture announced the government was going to ban the production of Nigerian movies, music videos and reality TV programmes outside the country. Such ban was to help grow the creative industry in Nigeria and to create jobs. Said the minister: ‘It is Nigerians …

So what the heck is ‘content marketing’/ ‘content writing’ anyways?

When I was at the agency and promoted Creative Director, it meant a lot to me. Why, that was the next best job to putting a man on the moon. Right up there with folks who separate conjoined twins or open skulls. ‘Creative Director’ sounded knowledgeable and sophisticated. Sounded like …

Distinctive brand voice: ‘Honey, I’m home!’ Er, sorry, who are you?

I started out my career as copywriter writing obituaries. And if that wasn’t distressing enough, my parents constantly asked me what it was I did for a living again. Somehow, when they were paying for my education, they had imagined me in a suit and tie, poring over important documents …

“Let-My-Enemies-Live-Long Ltd.” How NOT to pick a name for your business.

  Anybody who has named a child knows that choosing names for your offspring is very serious matter. When my wife was pregnant with our second daughter, we were struggling coming up with an appropriate name for her. We wanted a name that was uncommon, was Yoruba, acknowledged God, and …

Can ‘Brand Ambassadors’ actually make you buy anything?

I take strong exceptions to people fainting for petty reasons. Fainting is a very serious matter. You faint when a werewolf bears down on you. You faint when Sgt Rogers visits you. You don’t faint because Justin Bieber blew you a kiss. That’s preposterous. There’s a girl somewhere the dude …

The 2017 Oscars. The gulf between awards and market performance.

The 2017 Academy Awards once again recalls the gulf between awards and results. Between creativity and market performance. None of the top twenty box office hits of 2016 made the nominations for Best Picture, the most prized Oscar. Many creatives and advertising agencies see their works through the lens of …

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