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INTENTIONALITY

INTENTIONALITY

Each year comes with new dreams, new goals and new hopes. For me, I am going to ponder and work towards two major issues that I believe will affect my life and general well-being positively this year. I am penning it down for motivation and personal checklist as I work and walk my way to success.

 

Thinking about it, so many areas of my life need attention, but I won’t clog my bucket list. In order of priority for 2024, I will be very focusing on my Health and Nature. SO, I CHOOSE TO BE MORE INTENTIONAL ABOUT THESE TWO THIS YEAR!

 

HEALTH INTENTIONALITY

Reflecting over the years, I am grateful for God’s grace of good health. I can’t take that for granted. Yes, I have the regular fatigue, aches, malaria and its likes but, NOTHING MAJOR! However, I have come to realize that as we grow older, there must be self-consciousness about one’s health. Poor health is a dream killer! On my own part, I have maintained discipline in certain areas of my life like step walking, treadmill workout, general body exercises, healthy eating (sometimes) but, I can’t recall the last time I had a comprehensive health checkup. I need to have one done this year; God help me!

 

There are a million and one reasons that can pop up why going the extra for our health should not take top priority on our expenditure list. I totally understand that the present state of our economy is really on the low; such that our income is saddled with a heap of bills. We must however understand that regular checkups keep us on the safe side of quality life. Early detection of some ailment has cures, while late detection may cost more to treat and can be life threatening, or in some instances robs the victim of quality life, FOREVER! In essence, it will take a lot less resources (time, effort and money) to prevent than to cure!!

 

NATURE INTENTIONALITY

Mother nature has been kind to us all, especially in this part of the world. When nature (plants to be specific) is nurtured and well preserved, it is a beautiful sight to behold. A little effort to preserve it and help the ecosystem is my intentional goal for the year. Again, I say, so help me God!

 

Choosing Nature as my second intentionality this year is borne out of my love to watch something I nurture from zero, grow and blossom beautifully. In time past, I admit being guilty of unintentionally neglecting some of my plants due to overwhelming daily activities. Sadly, most of them withered away. Henceforth, I am going to plant, nurture and watch nature grow with me this year. It is therapeutic! It affirms my believe that by God’s grace, nothing in my care wither away or die and this makes me happy!

 

WHAT EXACTLY IS THE POINT IN MY POST?

Be intentional in your activities this year. Look around you and within you for ideas, projects, events that can make you happy. And it doesn’t have to cost money. Do beneficial things for yourself first. Yes! Live for YOU only then you can be a blessing to others

 

Now to others let’s share some love, kindness, patience, tolerance, giving more at work, service to God and humanity – whatever positives your heart tilts towards doing this year. Do it INTENTIONALLY! Let your MANTRA be “If you are not the reason why there is a smile on someone’s face, pray not to be the reason for the tears”!

 

A piece of self-advice before I sign off this post – Do not be intentional about too many things. You will end up being unintentional about everything! Pick one or two and go for it. Being INTENTIONAL and with God on your side, whatever you choose would be off your bucket list EOY 2024.

 

All the best and cheers to the New Year!!

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News

Cocktail leadership styles to navigate a dynamic operating environment

Cocktail leadership styles to navigate a dynamic operating environment

The term “cocktail” can have a few different meanings, depending on the context. Cocktails are a delicious and versatile way to enjoy a variety of flavours. However, in this context, it has been used figuratively to describe a different blend of leadership styles in a rapidly changing environment. It throws more light into the fact that no one style of leadership fits all.
Just like a skilled bartender crafts the perfect cocktail by blending different spirits and mixers, effective leaders combine various leadership styles to navigate different situations and bring out the best in their teams.
In a dynamic operating environment characterized by rapid change, uncertainty, and complexity, a leader in this type of situation is like a man sailing on a stormy sea, where he needs to constantly adjust his sails and course to stay afloat.
This type of operating environment throws constant curveballs (deviation), demanding a unique breed of leader. These set of leaders need specific set of traits to navigate the twists and turns while keeping their team on track.
I believe there are some key traits that work together to create a powerful leadership cocktail for a dynamic environment. An effective leader does not have all the answers but inspires and guides his team through the inevitable ups and downs in the course of their day-to-day operations.
Here are some examples of “cocktail leadership styles” in action:
The Motivational Mojito:
• A dash of Transformational Leadership (inspiring a shared vision and purpose), a squeeze of Democratic Leadership (encouraging team participation and buy-in), and a splash of Coaching Leadership (providing constructive feedback and development opportunities). Shake with enthusiasm, positive reinforcement, and a focus on personal growth. Garnish with a slice of empowerment (giving team members ownership and autonomy).
Imagine a leader rallying their team with a clear vision for the future, while actively listening to their ideas and providing the support they need to excel. This creates a dynamic and motivated environment where everyone feels valued and invested in the shared success.
The Calm Cosmopolitan:
• A measure of Servant Leadership (putting the needs of others first), a twist of Situational Leadership (adapting approach based on team member experience), and a blend of Emotional Intelligence (understanding and managing emotions effectively). Stir with empathy, active listening, and conflict resolution skills. Garnish with a sprig of Resilience (remaining calm and composed under pressure).
Imagine a leader navigating a challenging situation with grace and understanding. They actively listen to concerns, adjust their approach to different team members’ needs, and provide emotional support while guiding the team towards a solution. This fosters a trusting and collaborative environment where everyone feels heard and supported.
The Bold Old Fashioned:
• A shot of Directive Leadership (providing clear instructions and expectations), a muddle of Visionary Leadership (setting ambitious goals and pushing boundaries), and a dash of Decisiveness. Muddle with confidence, strong communication skills, and a willingness to take calculated risks. Garnish with a cherry of Accountability (holding both themselves and the team responsible for results).
Imagine a leader taking charge in a time-sensitive situation. They clearly communicate the plan, set ambitious goals, and make quick decisions while encouraging accountability across the team. This can be effective in tackling complex challenges and driving rapid progress.
Effective leaders continuously assess the situation, the team, and their strengths for a successful outcome. You can craft the perfect leadership blend to inspire, motivate, and guide your team towards achieving their full potential using any of the cocktail leadership styles highlighted.
From my perspectives and what has worked for me, here are some 4 key leadership traits that could be applied in a dynamic operating environment:
1. Agility and Adaptability:
• Embrace change: A good leader should not fear the unknown; he should see it as an opportunity to pivot and grow. Leaders should be comfortable adjusting strategies and plans on the go.
• Think fast and act quickly: Decisiveness is crucial in fast-paced environments. Leaders need to assess situations promptly and make informed decisions without getting bogged down in deliberation.
• Be solution-oriented: Focus on finding answers, not dwelling on problems. Leaders should encourage innovative thinking and experimentation to overcome challenges.
2. Communication and Collaboration:
• Transparent communication: A good leader should keep everyone informed of changes, challenges, and opportunities. Open and honest communication builds trust and fosters collaboration.
• Active listening: A good leader should pay close attention to team members’ concerns and ideas. Be receptive to feedback and suggestions, even if they contradict your initial plans.
• Delegation and empowerment: A good leader should trust his team with ownership and accountability. Delegate tasks effectively and empower them to make decisions and take initiative.
3. Resilience and Emotional Intelligence:
• Navigate uncertainty: Don’t crumble under pressure; stay calm and composed during turbulent times. Lead by example with a positive and confident attitude.
• Empathy and understanding: A good leader should recognize and acknowledge the emotions of his team members. Offer support and guidance during times of change and uncertainty.
• Learn from mistakes: View setbacks as learning opportunities. Encourage a culture of growth and continuous improvement where mistakes are seen as stepping stones, not failures.
4. Strategic Thinking and Vision:
• Keep the big picture in mind: Don’t get lost in the daily grind. Leaders need to maintain a clear vision for the team’s goals and how they fit into the bigger picture.
• Anticipate change: Proactively identify potential challenges and opportunities. Leaders should have the foresight to prepare for what’s ahead and adjust strategies accordingly.
• Take calculated risks: A good leader should not be afraid to explore new ideas and venture outside your comfort zone. Calculated risks can lead to innovation and breakthroughs.

Be a good leader today…. and be remembered for life and for Good!

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insights

Zenith Digital Unplugged: Being future-ready with Data Clean Rooms

Business Intelligence – Beauty and Personal Luxury

The Journey for “Consumer Privacy Norms” started in 2017 and has been the main driver behind new industry adoption of data regulations, tracking limitations, and data access. Industry response has led to updates that have demonstrated impact across the ad technology ecosystem, from basic conversion limitations to advanced measurement and targeting restrictions. One such advanced measurement & data coloration effort has been towards “Data clean rooms.”

Firstly, let us understand what Clean Rooms are or what do they do. Clean Rooms are secure environments that facilitate data collaboration or the matching and analysis of data, with consumer privacy and data security at the foundation. They enable all this without exposing data thus are completely compliant with Data Regulations.

A clean room’s main purpose is to mitigate consumer privacy and data security risk while maintaining critical marketing and media use cases.

The core functions of a clean room include:

  1. Protecting data custody (match data without moving data or sharing with 3rd parties)
  2. Identity is not leaked (linkages of individuals cannot occur)
  3. Attributes cannot be appended at user level (differential privacy)

Clean Rooms are continuing to develop as a privacy-enhancing technology solution, but the main goal of a clean room is data collaboration in a manner that mitigates risk while supporting critical marketing use cases.

Several of these use cases are:

  • Incrementality Testing & Experimentation
  • Reach & Frequency
  • Attribution
  • Audience Insights & Overlap
  • Lookalike or Propensity Modeling
  • 360 View of Customers
  • In Platform Conversion Optimization
  • AI-based Targeting

Currently, there are no standards for “clean rooms” in the marketplace. As such, everyone calls themselves a clean room. Each solution offers various levels of security, protections and privacy.

Below are various categories of privacy enhancing technology that help facilitate data collaboration:

  • Safe Haven (LiveRamp, Epsilon, Experian)
  • Cloud Specific (AWS Bastion, Snowflake)
  • Closed Ecosystem (Google’s Ads Data Hub)
  • Boutique – Cloud Agnostic (Infosum, Karlsgate, Habu)

A brand will need multiple clean rooms to develop a holistic understanding of their customers. When it comes to identifying the clean room you may need to implement, it is situational depending on various factors:

  • Use Cases – what use cases are most impactful to your business?
  • Privacy & Security – how many threat vectors does the technology mitigate for these use cases?
  • Data Science – do you have advanced programming language in SQL, R, Python support?

The main goal of a clean room is data collaboration in a manner that mitigates risk while supporting critical marketing use cases. As you get started, evaluate vendors based on priority use cases, business objectives and how many thread vectors it mitigates, but keep in mind the general key criteria is:

  • Protect data custody (match without moving)
  • Identity cannot be reverse engineered or leaked
  • Attributes cannot be appended at user level (differential privacy)
  • Data security at rest

 

Article originally published in Adgully.

14th October 2022

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All Seasons Zenith Nigeria Elevates Afanide Uwem To MD/CEO

All Seasons Zenith Nigeria Elevates Afanide Uwem To MD/CEO

All Seasons Zenith Nigeria, one of the leading media advertising agencies in Nigeria has elevated seasoned marketing and advertising expert, Afanide Uwem to the position of Managing Director/Chief Executive Officer.

Prior to his elevation, Uwem was the COO of All Seasons Zenith, having joined the services of the company in 2015.

Afanide Uwem is an experienced process and people manager with a demonstrated history of working in the marketing and advertising industry. Skilled in advertising & media management, process/people management, client relationship management, and general integrated marketing communications process. He is also a strong operation professional.

Before joining the company, he served as the Assistant General Manager and General Manager Operations at All Seasons MediaCom for over 8 years. Uwem was also the Country Manager at MediaReach OMD Ghana.

Uwem started his career at MediaReach OMD Nigeria where he served as the Research and Strategy Executive. In 2004 he was elevated to the position of Media Planning Manager spending 4 years in the company. In 2006, he assumed the role of Group Head, Media Strategy at Centrespread FCB.

His experience in the marketing and advertising media combined him with exceptional leadership skills such as Marketing Strategy, Digital marketing, Media Buying, Marketing Communications, Brand Management, Online Advertising, Integrated Marketing, and others.

He is an alumnus of the University of Nigeria, Nsukka (UNN).

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Thought Leadership

The State Of Shopping

The State of Shopping

The Journey for “Consumer Privacy Norms” started in 2017 and has been the main driver behind new industry adoption of data regulations, tracking limitations, and data access. Industry response has led to updates that have demonstrated impact across the ad technology ecosystem, from basic conversion limitations to advanced measurement and targeting restrictions. One such advanced measurement & data coloration effort has been towards “Data clean rooms.”

Firstly, let us understand what Clean Rooms are or what do they do. Clean Rooms are secure environments that facilitate data collaboration or the matching and analysis of data, with consumer privacy and data security at the foundation. They enable all this without exposing data thus are completely compliant with Data Regulations.

A clean room’s main purpose is to mitigate consumer privacy and data security risk while maintaining critical marketing and media use cases.

The core functions of a clean room include:

  1. Protecting data custody (match data without moving data or sharing with 3rd parties)
  2. Identity is not leaked (linkages of individuals cannot occur)
  3. Attributes cannot be appended at user level (differential privacy)

Clean Rooms are continuing to develop as a privacy-enhancing technology solution, but the main goal of a clean room is data collaboration in a manner that mitigates risk while supporting critical marketing use cases.

Several of these use cases are:

  • Incrementality Testing & Experimentation
  • Reach & Frequency
  • Attribution
  • Audience Insights & Overlap
  • Lookalike or Propensity Modeling
  • 360 View of Customers
  • In Platform Conversion Optimization
  • AI-based Targeting

Currently, there are no standards for “clean rooms” in the marketplace. As such, everyone calls themselves a clean room. Each solution offers various levels of security, protections and privacy.

Below are various categories of privacy enhancing technology that help facilitate data collaboration:

  • Safe Haven (LiveRamp, Epsilon, Experian)
  • Cloud Specific (AWS Bastion, Snowflake)
  • Closed Ecosystem (Google’s Ads Data Hub)
  • Boutique – Cloud Agnostic (Infosum, Karlsgate, Habu)

A brand will need multiple clean rooms to develop a holistic understanding of their customers. When it comes to identifying the clean room you may need to implement, it is situational depending on various factors:

  • Use Cases – what use cases are most impactful to your business?
  • Privacy & Security – how many threat vectors does the technology mitigate for these use cases?
  • Data Science – do you have advanced programming language in SQL, R, Python support?

The main goal of a clean room is data collaboration in a manner that mitigates risk while supporting critical marketing use cases. As you get started, evaluate vendors based on priority use cases, business objectives and how many thread vectors it mitigates, but keep in mind the general key criteria is:

  • Protect data custody (match without moving)
  • Identity cannot be reverse engineered or leaked
  • Attributes cannot be appended at user level (differential privacy)
  • Data security at rest

 

Article originally published in Adgully.

14th October 2022

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case study

Energy Drink/Powerhorse/Mancity #Unstoppableyou – Year (2019)

Energy Drink/Powerhorse/Mancity #Unstoppableyou – Year (2019)

Objective

  • Drive awareness for Power Horse partnership with Man City and reinforce the “Unstoppable” premium energy message of the brand

Approach

  • We utilised Social Media to drive reach and engagement amongst football fans across the country
  • Display and Mobile channels were leveraged to boost reach and awareness levels for the campaign Influencers drove engagement and resonance for the campaign with their communities
  • While YouTube and sports sites like Livescore, Goal.com were also utilised for the campaign

Result

  • The campaign reached over 20m people across all the platforms used
  • Facebook and Instagram video delivered over 1million views and 65+ million impressions
  • YouTube delivered over 500k views GDN delivered over 26 million impressions About 100 influencer content created
  • Transsion Network delivered over million impressions

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SBC– 2sure Hand Sanitizer – Be2sure Campaign 2020

SBC – 2sure Hand Sanitizer – Be2sure Campaign 2020

Challenge

  • In the wake of the 2020 COVID – 19 Lock down, consumers faced an imminent scarcity of hand sanitizers to protect themselves and limit the possibility of contracting the virus.
  • SBC needed to help consumers provide an efficient hand sanitizer that is both accessible and affordable pan Nigeria in the middle of the lock down

Actions

  • SBC created the 2SURE hand & Surface sanitizer to SOLVE a critrical need for Nigerians who could not access nor purchase an effective alcohol based sanitizer
  • Media Launch strategy focused on Digital (as lead), TV & radio to create mass awareness and education
  • Partnership with NCDC on their twitter handles and website giving daily updates
  • Campaign theme Be2Sure, Stop germs. Live well contents were deployed as educationals leveraging radio OAPs & influencers, Social Media
  • Online & Offline campaign integration by integrating radio jingles into Podcasts, work – out playlists, etc

Execution

  • Aunty 2SURE (the character developed for the campaign) became a household name in Lagos, Abuja & Port Harcourt within the first 13 weeks of launch.
  • 2Sure brand awareness grew from 0% to 60%+ and SOV of 70% in the category pan Nigeria in one year post launch.
  • The product was continuously sold out across modern trade and open markets.
  • SBC was perceived as the most innovative company
  • The success of the 2SURE hand & surface sanitizer led SBC to fully develop its Lifecare Division with the launch of 2SURE ANTIBACTERIAL SOAP, 2SURE DISHWASHING LIQUID, 2SURE HANDWASH, etc

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Finding and leveraging First Party Data along with consumer pathway

Finding and leveraging
First Party Data
along with consumer pathway

Consumers are becoming more vocal about how their data is used and requiring transparency on when it is used by brands and companies. This is driving platform partners to limit the use of cookie technology (along with MAIDs), which are major drivers behind overall signal deprecation in the industry for advertising purposes, and national and regional regulations are governing the use of data in jurisdictions across the world. This evolution is instigating massive change. One thing we know for sure is that first-party party data will be resilient through this shift. Thus, building a strong foundation of owned first-party data assets is essential for marketers.

etween the marketer and the consumer through a consented opt-in. A robust first-party data strategy does not have to work exclusively with existing customer data. There is also a large opportunity to grow first-party data from prospective customers who represent incremental growth. Hard work is required to develop these relevant strategies and engagements across the consumer journey and privacy enhancing technology is required to manage the data as it is being collected and maintained.

Let us discuss in brief some of the strategies that can be deployed across each of this consumer journey phases.

Value exchange, transparency and privacy and consent are some of the key considerations for data collection approaches that need to be kept in mind while deploying the below strategies.

1. UNAWARE:

At this stage, brands can deploy tactics for Brand & Event Driven Data Collection in the following ways:

  • Media Buys – Lead Generation Ad Formats

Integrate a simple data collection form into paid media activity in order to easily collect consumer contact information.

  • Events that Drive Registration & Redemption 

Using branded events, sweepstakes, and virtual reality experiences are exciting ways to pique the interest of new consumers and encourage them to share data in exchange for personalized experiences.

  • Branded Digital Event to Drive Registration

Develop an event or competition hosted in digital channels that drive broad brand awareness and include a data collection mechanism.

  • Events Based on Cultural Moments

Associate with a relevant cultural event to drive brand awareness, while also collecting data through a product offer or competition.

  • Redeem Virtual Offers in the Real World

Connect real world and virtual experiences via the Metaverse to create customer interactions that generate first-party data. These experiences can then be connected to the real world, through online or in-store offer redemption mechanisms.

2. AWARE:

In the awareness phase, brands can engage in Information Value Exchange. Some of them can be:

  • Introduce a Chatbot to Act as a Digital Concierge

A chatbot, hosted on your website or in media units, can improve the consumer experience and offer an opportunity to build a connection with your consumers Chatbots are the fastest growing brand communication channel, with usage up 92% in 2020 according to Drift.

  • Learn More About Your Customers Through Surveys & Data Unions

Data Unions are new technologies that give users direct control over the data they share with companies. Once users have opted into sharing, advertisers can send them surveys, which users complete in exchange for a reward.

  • Create a Virtual Personalized Shopping Experience

Build digital experiences that enable a tailored online shopping journey in exchange for customer information they’d like to share.

  • Collect Customer Data Through an In-Store Experience

Well-designed in-store experiences can be used to drive customer interaction and collect contact information, product preferences or drive product purchase.

3. CONSIDERATION:

Some tactics brands can use for Data Collection at Points of Consideration are:

  • Advertise a Discount or Offer in Exchange for Data

Who doesn’t love a deal? Offering a product discount in exchange for contact information is a great way to establish a relationship and drive consumers to purchase.

  • Offers Driven by Influencers and Their Communities

Partner with an influencer to promote tailored products or offers. Choose influencers with an affinity to the brand and relevant audiences. Use paid media to amplify the activity.

  • Data Captured to Personalize Customer Experience 

Interactive experiences (for example, quizzes & forms) that support a consumer with customized suggestions and recommendations as they move through the purchase journey.

4. BUY:

Some ways to collect First-Party Data at Point-of-Purchase

  • Collect Valuable User Data @ Point of Purchase 

A direct-to-consumer purchase option is a great opportunity to build a relationship with a consumer and understand purchase trends and geographic location

  • Simplify the Purchase Experience with Automation

Automating the purchase experience can save consumers time and introduce new opportunities for data collection.

  • Connect the Full User Journey While Offering Convenience

By automatically connecting a loyalty scheme with the in-store experience, it’s possible to drive maximum shopping convenience, aiding purchase.

5. ENJOY:

Strategies brands can use for Post-Purchase Data Collection may involve:

  • Collect Customer Feedback or Reviews

Feedback forms are a great way to re-engage with customers and find out more about their experiences and preferences once they have completed a purchase.

  • Offer Engaging Experiences to Deepen Emotional Connections 

Enable interaction on product packaging via a QR code. Connect immediately to exclusive content, offering an opportunity to collect information.

  • Leverage Packaging to Drive Interaction & Data Capture

Create a virtual world around your product, driving consumer engagement and linking to data collection opportunities.

  • Digitise Elements of Product Use to Enrich Data Collection

Introduce a digital element to your product usage to both enhance the user experience and offer data collection opportunities.

  • Reward Your Customers with a Loyalty Program

Build a long-term consumer relationship with a holistic loyalty program encompassing offers, rewards and content in exchange for more detailed information.

We must remember that all consumer touchpoints are an opportunity to deliver value and collect consented first-party data.

 

Author: Anil Pandit, SVP, Publicis Media India

8th September 2022

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Jibnet Aboul Walad

Jibnet Aboul Walad

United Arab Emirates

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Campofrio Food Group

Campofrio Food Group

Spain in a day

Spain

Challenge

Campofrío is a historical Spanish food brand with many national products in its catalogue of which Spaniards are truly fond of (ham, chorizo and salchichón sausages, among others). With that essence at its core, the brand positioning has been focused for many years in celebrating Spaniards’ way of life with the corporate claim “Let nothing and no-one stand in our way of enjoying life”. Up until the briefing, that philosophy led to all kinds of campaigns and contents where the brand celebrated national humour. But now they wanted to take that celebration to a more emotional level and do it as value added content that people would love to enjoy both for pride and entertainment reasons. Campofrío’s objective was to be talked about with as little standard ad investment as possible. It wanted to drive and be part of a positive national conversation.

Insight & Idea

We thought the best way to celebrate Spain’s way of enjoying life was having Campofrío produce the first-ever co-created movie in which Spaniards themselves tell us about it in short movie clips. We partnered with the best producer for that format, Ridley Scott, and other great professionals such as Isabel Coixet, Tim Robbins, Ben Kingsley, Juliette Binoche, Denis Hopper, Alberto Iglesias and Javier Mariscal. A movie totally created by real Spaniards, in which great industry professionals would work but just by putting the pieces together and making it emotional and entertaining. Campofrío’s positioning would naturally give meaning to everything in the movie by opening and closing it with its claim: “Let nothing and no-one stand in our way of enjoying life”.

Execution

Clips were to be recorded and sent in one single day, so we needed to build up towards that moment. People had to feel impatient about it, so we started out weeks in advance. This way people could start thinking ahead. Before D-day, director and prescribers were present on TV almost every single day giving tips, insisting on the deadline, the world-class professionals involved, the real-world premiere in a film festival. All, to highlight the importance, dimension and fan part of the project to make people realise how big it was. Finally, there were 4 big questions Spaniards had to answer in their clips: What do you love, what do you believe in, what do you dream of, and what do you fear. Also, prescribers’ messages from TVE’s own team and not were aired both integrated in programs and in self-promotion blocks.

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