How DDB won the Diageo account
Mr. Enyi Odigbo
The result of the pitch for choosing another advertising agency for Diageo Nigeria advertising account has been announced. The process that started early this year saw Doyle Dane Bernbach (DDB) Lagos emerging as overall winner, beating Noah’s Ark, STB McCann and LTC/JWT advertising agencies. However, Noah’s Ark was said to have pulled out shortly after the clarification stage for undisclosed reasons.
The selection process was considered transparent and met global standards. This was clearly shown in the quality of professionals that accessed the agencies, a team of young people led by the Business Development and Creative Director that coordinated the ideation, strategy development and planning stages. To avoid any ambiguity, all these were eventually uploaded on the Guinness e-sourcing online platform on Thursday, February 25, 2016, ahead of the presentation date, which was scheduled for the next day.
DDB was established by Mr. Enyi Odigbo, current chairman of Caesars Group in Nigeria 29 years ago. It won the MTN accounts in 2006. Priding itself as enemy of the ordinary, it has, in the last seven years, created innovative selling ideas in pushing the brand equity of MTN in the market place.
Feeling overwhelmed by the victory, Mr. Enyi Odigbo said, “It is hard to find the right words about this news. I think the words are best summed up by the legendary Bob Scarpelli, former Chief Creative Officer of DDB Worldwide in a note he once wrote ‘…Win or lose, we always learn something about ourselves from a pitch. What I’ve learned through all my years here is that we are a proud, resilient group. We are winners. We are fighters. We don’t give up. And we always have the attitude that when we don’t win one, we’re going to win the next one. Most of the time, we do…”
Also reacting, Director of Business Development, DDB Lagos, Mr. Tunde Dosekun, said, “When you have the benefit of working for brands like MTN, Unilever, Interswitch and a host of other clients that we have had, I think it is almost only inevitable that you will achieve success because these are leading brands in their respective categories”.
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