The founder of Cosse Limited, an integrated marketing communication agency, Mr Funmi Onabolu, has revealed that its firm started out 20 years ago to challenge the status quo in the marketing communication, where 90 to 95 per cent of advertising budgets in Nigeria went to above-the-line (ATL) and below-the-line (BTL) activations.

Twenty years ago Cosse Limited decided to challenge the status quo by coming up with single-minded strategies, integrated marketing communications, which invariably eliminated the lines in ATL and BTL, because consumers go to the open market and other informal, lifestyle determined places which the conventional tactics then were not covering.

The Cosse story led to many births in Nigeria: the birth of experiential marketing; the birth of brand activation; the birth of formal event marketing and management; the birth of channel solutions and trade market support services; the birth of content as an integral marketing communications tool.

The Company, founded in 1995 recently celebrated 20 years of operating in Nigeria with pomp and pageantry at its Ikeja office. Clients of Cosse, friends, former employees and industry stakeholders attended the event.

He attributed the success of the company to relentless hard work, innovation and professionalism.