‘Arc’ shopper earns Leo Burnett NB Plc’s advert brief
Leo Burnett’s Arc shopper marketing tool becomes a major differential as the agency netted the Nigerian Breweries multimillion-naira below-the-line (BTL) business in a keenly contested multi-agency pitch.
Leo Burnett, a Lagos-based advertising and humankind agency, is renowned for handling complex briefs.
Leo Burnett was said to have landed creative development for the brewery giant’s premium and modern trade channels nationwide effective November 2018.
Feedback from the pitch indicates that Leo Burnett Lagos demonstrated a clear understanding of the target audience as shoppers and not just consumers in designing trade channel communications that focused on Premium and Modern Trade.
A Nigerian Breweries representative who pleaded anonymity said, “We appreciate the quality of work presented and look forward to a fulfilling partnership with Leo Burnett”.
While expressing optimism over the business, Chief Operating Officer of Leo Burnett Lagos, Lekan Lawal, said, “We are both thrilled and honoured to be partnering with Nigerian Breweries as we collaborate in deepening the tremendous affinity of their brands in Nigeria through a thorough understanding of the consumers, using our proprietary ‘Arc’ shopper marketing tool that allows us understand people not just as consumers, but as shoppers.”
Leo Burnett Lagos prides itself in the use of the ‘Humankind philosophy,’ an approach that gives them a competitive edge, allowing them to design communications that positively change the way people (not consumers) think and ultimately how they behave.