From 141-Woldwide to Nitro 1-2-1, Unveils New Agency Motif, Embraces CSR
Popular and successful Nigerian agency, 141-World yesterday arrived the peak of its silent but strategic repositioning and rebranding exercise which has been on for about a year as it unveiled a new name and logo, Nitro 1-2-1.
It was somewhat of a transition to a higher speed level as the agency has never relapsed since its about a decade operation in the Nigerian marketing communications industry. The grand unveiling, which stands out as a distinctive event perfectly aligns with the new name Nitro, denoting speed, motion, verve et-al.
While the agency still maintains its largely known off-while colour, the yellow have been propped up to give way to a brighter, Yellow-orange – symbolizing vibrancy and verve; royal blue has also formed part of the new theme and its stands for Creativity unleashed, strategic and unfettered.
For the first time, the agency has come up with an alphabet logo – a stylish and very colorful “N” in a two-frame circular boarder with the Nitro 1-2-1 name running beneath as kicker.
Disclosing that The circle indicates motion while speaking on the logo, Lampe Omoyele, Managing Director, Nitro 1-2-1, revealed that the Nitro name was inspired by: Nitromethane, the simplest organic nitro compound; used to fuel high-performance internal-combustion engines. “Nitro engine, is engine powered with a fuel with nitromethane and methanol. These denote energy, high-performance, speed, vibrancy. Attributes that are part of the company brand identity”.
In place of the WPP owned stand alone 141, Lampe explained that the story behind 1-2-1 bothers on the relationship, connecting and engaging power of the new brand.
“Our work for clients moving from insights to communication that resonates with target market, connecting brands with consumers, people with people, working seamlessly within teams and with all stakeholders” he declared.
As part of the brand’s connection and relationship story, 1-2-1 also disclosed its intention to engage in Corporate Social Responsibility (CSR) through intervention projects in the area of returning street-children back to back. “Nigeria has one of the highest numbers of street or out of school children and we have decided to offer help in this area by connecting them back to school and giving them hope for a better tomorrow, explained the 1-2-1 Managing Director.
To achieve the full buy-in of all stakeholders, the event which held at the agency’s newly made-over office at Ikeja GRA had in attendance agency’s board members, top management, staff and associates. Key personalities include: Lolu Akinwunmi, Group CEO, Prima Garnet Africa; Mrs. Fidelia Osime, H.R Director, Lafarge; Lanre Jaiyeola, Managing Director, Honeywell; Julieah, Mathama, Area Head, BAT, Suleman Momoh, Executive Creative Director, Nitro 1-2-1, Soji Oyawoye, Managing Director, Resources Intermediaries Ltd and his wife, Bisi; Executive Secretary, ADVAN, Ediri Ose-Ediale and her husband, Allen among others.
It will be recalled that Prima Garnet Ogilvy the former holding group for the agency in Nigeria, ran into murky waters with Ogilvy Africa and its WPP global network. The ensuing protracted legal battle which was recently settled out of court occasioned the parting of ways. This gave birth to Prima Garnet Africa with a new and revived vision to build its owned agency network across Africa.
Having agreed to go their separate ways, the Lagos, Nigeria agency had to drop 141-Worldwide, an agency brand name belonging to WPP.