Talking experiential marketing in Lagos

By Anote Ajeluorou

IN a bold move to deepen experiential marketing in the country and create needed bond between brands and consumers, 24-7 Communications Ltd has entered into partnership with topnotch advertising agency, Zinto South Africa. With this partnership, 24-7 Communications is looking to change the outlook of experiential marketing on the local scene.

  The first project of this partnership will be the lecture today, Wednesday, September 17, 2014, on experiential marketing to be given by the CEO of Zinto South Africa, Mrs. Michelle Combrinck, who was accompanied by her husband, Willem Combrinck, also Executive Director at Zinto SA, at Sheraton Hotel and Towers, Ikeja, Lagos, at 11am. She will be speaking on the topic, ‘More than 260,000 Hours on the Road: An Experience in Experiential Marketing’. The lecture is part of the weeklong 10th year anniversary programme of the advertising agency that started on Monday with a media briefing.

  Yesterday, Tuesday, the company visited orphanage homes to share their joy with the less privileged in society. On Friday, the official launch of the partnership to be known as 24-7Zinto Limited will hold at Grandeur Event Centre, Billings Way, Oregun, Ikeja, Lagos. This will be followed by a novelty match on Saturday and a thanksgiving on Sunday at Scripture Group Mission, Yaba, Lagos.

  At the briefing on Monday, Managing Director of 24-7 Communications, Mr. Segun Adewale said the company’s 10th year anniversary celebration was a milestone achievement as the company had recorded many successes in its operations since inception in 2004. Flour Mills Plc and Babcock University, he said were some of its clients.

  For Adewale, the lecture on experiential marketing today is first of its kind in Nigeria, saying it was “largely chosen because of the partnership we’re embarking and because experiential marketing is the way to go in integrated marketing; we need to relate with our consumers experientially”.

  Adewale maintained that the partnership with Zinto South Africa would be the best thing to happen to the country’s integrated marketing landscape, as it would open the space since the world was a global village. He noted, “The more we open up to the outside world the better for us. Partnerships will thrive if the partners remain true to agreements entered into. We cannot remain where we are. We won’t stop partnerships because others failed. We believe in this partnership and it’s the best thing for Nigeria at this time to open up the experiential marketing landscape. It’s gladdening for us to be in this partnership; it’s a rewarding partnership”.

  On her part, CEo of Zinto South Africa, Mrs. Combrinck, who has 18 years of experiential marketing, said their model was very exciting, as it “creates entrepreneurial opportunities for young people. It’s about taking big brains; it’s about business, creating pleasurable experience for all and building emotional bond between brands and consumers. In this partnership, we’re going to transfer as much of our work ethics as possible into this country. We see a vista of opportunities”.

  The company started operations in 2004 and has since grown into a reputable integrated marketing communications solution provider, with subsidiaries in outdoor advertising, media specialty agency, events company and a travel and tour company.