ASZ Academy Organizes Career Bootcamp to Train Young Graduates on Business Strategy in IMC
All Season Zenith, a return on investment agency, a member of the Insight Redifini on Tuesday 11th of June 2019, offered a pro-bono training to 15 young graduates who are passionate about advertising, media and brand building business strategy.
The one day career bootcamp which focused on “strategy and creative communication system in the integrated marketing communications”, was the leading media specialist agency mode of giving back to the industry. The training was designed to reflect current realities required in planning, organising and strategizing compelling communications targeted at consumers in the 21st century which would also help a brand achieve desired return on investment (ROI).
To achieve desired objective of giving the youngsters the best of training, resource persons of international repute and impeccable practice experience were pooled from across the Insight Redefini group cutting across different job functions at the peak. These include Mr. Jimi Awosika, Vice Chairman, Troyka Group; Dr Ken Onyeali Ikpe, Group CEO, Insight Redifini; Frankline Ozekhome, Chief Strategy Officer, Insight Redefini; Anthony Nwabuisi, Head of Strategy, ASZ and Mrs. Anurika Azubuike, Lead Consultant, Quadrant MSL (PR Specialist company)
Others include: Mr. Joshua Akinbanjo, COO, TCC Nigeria; Ijeoma Okafor, Senior Media Manager, Buying and Implementation, ASZ and Mrs. Busola Ekisola, Finance Manager, ASZ.
The 15 lucky attendees who qualified through a selection test involving written test that showcased their passion for the industry, were taken through topics revolving around 360 degree Integrated marketing communications (IMC). These includes: Impact of Targeting on Strategy; Business Strategy and its impact on advertising; Impact &Role of Advertising on Brand Building; Media Negotiation And Buying; Understanding The Role Of Strategic Communications In Advertising; Understanding Role Of Activation In Advertising; and Breaking Silos In Advertising.
Mr. Ozekhome while making his presentation on Strategy, explained that in planning a great strategy for business, Creatives should consider the culture of the people before such campaign can be successful. In his words, “you have to understand culture in business strategy… Understand the culture to form content, the communication and context”
He added that it’s the basis of understanding trends that people can understand strategy “don’t just jump on trends, understand why” he said.
Also Mr. Nwabuisi coming in from the area of media strategy explained to the participants that since the audience are the consumers of all goods and services, “there must be a connection between what you’re selling and the targeted audience”.
The Vice Chairman, Troyka Group, while speaking on impact and role of advertising in brand building, insightfully tutored participants on “building a power brand in the world of disruption”.
According to Mr. Awosika, the future is near and not many years to come and it’s in best interest of brands to take proactive actions swiftly.
“Later will be too late, anything you want to do, do it now” he said. He furthered that in the next few years, there won’t be some jobs available now as a result of fundamental shift in the society.
Buttressing the shift, he disclosed that top 15 richest companies in the world were not available 10 years ago, adding that it’s as a result of disruption principally caused by technology.
According to him, communication is now borderless where everyone can play vital roles without having all supply chain dominance as required before. “Technology and cloud is driving digital disruption. Everything is now rentable, you don’t have to be big companies before you make impact in the world”, he submitted.
He also stressed that competition can come from anywhere and over take the existing market leader because the opportunity is opened. He illustrated his claim with online bloggers taking fair share of revenues from a market hitherto dominated by the traditional media especially newspapers some years ago. As change is inevitable in an industry, “those who fail to embrace change would be lost in the sea of regret because as the society is shifting, those who are to build brands must also change”, he posited.
On her own, Mrs. Anurika as a PR specialist spoke on, “The role of PR, the persuasion business as a tool of marketing”.
According to her persuasion is driven by stories and storytelling overtime builds reputation whilst every single brand needs to build reputation that is authentic.
While punctuating that crisis is imminent in an organisation and it can make or mar the brand, she advised that getting best response can save a dangerous situation.
Also revealing that there may be a situation where a positive story may backfire; the PR expert noted that job of PR handler is to manage such situation effectively. “When a story goes south, you may have to re-brand to get back”, he revealed to his audience.
Mr. Akinbanjo who lectured on “The role of activation in advertising” said creativity and idea is the bedrock of any positive campaign “a creative business should transform… If you do advertising and people don’t pick the product from shelf, it’s a failure; great brands are more concerned on how ads will help them take product from shelf to consumers”
He added that brand owners shouldn’t undermine the culture of consumers they want to connect with. To him, culture is more important than strategy. “Always take time to know your consumers, understand their culture because culture is more important than strategy”
He also noted the value of the brand and opportunity to taste is what drives consumers interest “likes and followers on social media doesn’t equal to sales but value derived does”.
The learning session was rounded off by Dr Ken as he took the participants on the journey of the advertising company and it’s impact in the country.
He described Troyka Group as Nigeria truly multinational company with over 13,000 staff across it’s subsidiaries. He added that the company controls 30/38% of total ad spends in the country.
The event which also featured group activities in which the participants created campaigns for different brands also witness certificate presentations to all 15 participants.
One of the participants, Tolulope Odusanya expressed her joy for the event and prayed for more opportunities for other. In the same vein, Ajayi Olalekan praised the organisers for such great privilege to interact with the industry juggernauts and have a basic understanding of how the industry works.