Rebranding Nigeria A’la Glo, Dangote Live on CNN's Marketplace Africa


It’s fast coming to fore that a nation’s rebranding effort does not have to be pushed on one solo grandiose effort especially by a government agency. This fact is substantiated by the incessant attempts at rebranding Nigeria by the government’s ministry of information led efforts and the consequent failures recorded with little or nothing to show for these investments.

Against this background, a couple of Nigerian organisations have been into one form of sponsorship or the other on the most prestigious global platform, CNN. Beyond popularising their brands beyond the shores of Nigeria, each of them has recorded or is recording whatever impact it can muster depending on the strategic thinking behind such sponsorship package and of course, the funds to attain its long term goal of positive impact for the brand Nigeria.

Prominent and consistent among these kind hearted organisations doing it for the common good of the nation is Globacom – the pearl of the Nigeria’s telecoms industry. Glo, led by Chief Mike Adenuga has been a constant factor in strategic sponsorship on CNN which adds value to the nation’s brand image.

Steadily riding on its ‘Glo with pride’ pay-off and its concomitant display as national pride, the telecoms giant sponsors CNN’s African Voices which showcases African stars across industries with particular emphasis on Nigeria and Nigerians.glologo

The CNN’s ‘African Voices’ has showcased accomplished Nigerians such as Nigerian Prolific Writer Chimamanda Ngozi Adichie; Dr. Jibunoh, Renowned Explorer and Environmentalist; Seasoned Gynecologist Dr. Afolabi; Nigeria Finance Minister, Ngozi Okonjo-Iweala; Top Nigerian Economist, Tony Elumelu; Nigerian Screen Goddess, Omotola Jalade-Ekehinde and Chris Aire, a celebrity jeweller and international designer to mention but a few.

This platform has given leverage to Nigeria and Nigerians by churning to the world on weekly basis positive news about the country and sterling achievements recorded by its citizens across the world in different endeavours. It underscores the power of strength, positivity, possibility, brilliance and achievement among Nigerians despite all odds. This is a great rebranding tool aimed at the international community.

In line with this novel initiative at rebranding the country, Dangote Industries Limited, one of Africa’s largest business conglomerates, is getting ready to sponsor the prestigious ‘Facetime’ segment on CNN Marketplace Africa, CNN International’s show that offers a unique window into African business.

Starting on September 19, a bespoke multi-media Dangote Industries Limited advertising campaign will include sponsorship of CNN Marketplace’s ‘Facetime’ segment and exclusive branding on the show’s microsite. The advertising campaign will support Dangote Industries Limited’s expansion across the Continent and outside of Africa by raising its profile among business and economic audience.

‘Facetime’ is a high-profile segment within CNN Marketplace Africa, where each week a major player from the continent’s business community is interviewed. CNN Marketplace Africa is the destination for access to movers and shakers at the forefront of African business. The show goes beyond the numbers to bring viewers the new business solutions and industry trends redefining African business. On-air content is complemented by distinctive online editorial at a CNN Marketplace Africa microsite, where popular and innovative content is shared across a range of social channels.

dangotelogo“We are delighted that Dangote Industries Limited is working with CNN to promote its brand internationally in a TV sponsorship across all CNN International global feeds,” said Antonio Canto, Vice President, Regional Ad Sales, EMEA, CNN International. “The ‘Facetime’ segment in CNN Marketplace Africa is an important programming strand to be associated with because the content reflects the dynamic nature of African business. Dangote’s expansion, underpinned by this bespoke advertising campaign with CNN, is a brand-builder for African business as a whole.”

The President/Chief Executive, Dangote Group, Aliko Dangote said “Africa has made tremendous progress on the economic front in the last decade and has become one of the fastest growing regions in the world – home to six of the top ten fastest growing economies in the world. Africa also offers one of the highest rates of return on investment in the world, a fact that discerning foreign investors have since acknowledged.

Indeed, Africa has turned the corner and is now catching up with the rest of the world in the race for development. Dangote Industries Limited is delighted to sponsor the ‘Facetime’ segment in CNN’s Marketplace Africa because it tells compelling success stories about Africa. Such content can ultimately position Africa as an attractive investment destination and foster development that lift communities and nations into prosperity. This is Africa’s time.”

All the government needs do is to put in place an enabling environment for citizens and businesses to thrive through friendly policies. It is reckoned that such policies will affect the moment of truth when the Nigerian brand is being tested for the various virtues displayed on the international arena. It is only then that investments and efforts by these Nigerians conglomerates would become an investment in the creating wealth and goodwill for the country as a whole.