By: Philip Odiakose

The media landscape in Nigeria faces a significant challenge due to the absence of a functional Audit Bureau of Circulations (ABC). This gap critically hampers the ability of PR, advertising, and media professionals to access accurate audience reach data and insights, which are essential for evaluating the impact of media publications. The repercussions are far-reaching, affecting the credibility and effectiveness of media monitoring, and consequently, the strategic decisions of brands leveraging media to tell their stories.

The ABC was originally established more than three decades ago to monitor and verify newspaper circulation figures. Founded in 1948 as a not-for-profit, voluntary organization consisting of publishers, advertisers, and advertising agencies, ABC pioneered audit procedures to certify the circulation figures of its member publications. However, the organization became dormant due to general financial difficulties in sustaining its operations and because it revealed low circulation figures for many newspapers. This situation adversely affected newspapers’ advertising operations, leading most to default on their contributions to the ABC. As a result, reliable newspaper circulation figures are no longer available, leading to frequent disputes over claims made by newspapers regarding their circulation figures.

In today’s media environment, PR and advertising professionals require concrete facts and figures before investing in media placements. They need to know how many people are buying a publication and in which areas. The ABC provided these vital statistics every six months, based on rigid, in-depth, and impartial audits of paid circulation by independent firms of Chartered Accountants, following the Bureau’s prescribed rules and procedures. These figures were not based on opinions, claims, or guesswork but were the result of thorough audits. Unfortunately, without the ABC, this reliable data is no longer available.

The lack of broadcast ratings in Nigeria further complicates the situation. While some broadcast outlets make bold claims about their audience size, these claims are often unsupported by verifiable data. This absence of accurate audience metrics means that PR and advertising professionals are making decisions based on unsubstantiated claims, which undermines the effectiveness and accountability of their media strategies.

In Nigeria, ABC affiliation was once signified by a logo appearing at the bottom strip of the back cover page of newspapers. This was a confirmation that the publication belonged to the organization. However, there was no full disclosure about the actual number of copies being printed. The figures brandished by media managers are often inflated, sometimes as much as ten times the actual print runs. This discrepancy is especially glaring given that Nigeria had a literacy rate of approximately 77.62% in 2021, according to GlobalData.

Media managers often overlook that determining the actual print run in Nigeria is relatively straightforward. Print runs can be estimated by collating supply figures to various distribution centers nationwide since most media houses use the same distribution networks. Additionally, print run figures are typically posted on printing machines as a standard practice, and those involved in the printing process, such as wrappers, collators, and drivers, can be “enticed” to reveal these figures. The sales departments of media companies are also managed by known faces, making it possible to obtain and cross-verify these figures. Consequently, the total copies offered for sale, subscriptions, and complimentary copies can be estimated with a margin of error of less than 5%.

The absence of a functional ABC hinders brands from understanding the true value of their stories in publications. Without reliable circulation data, media monitoring and intelligence agencies struggle to provide accurate audience reach analyses, which are essential for PR and advertising professionals to demonstrate the ROI and ROO of their campaigns. This gap not only affects strategic decision-making but also undermines the credibility of the media monitoring process.

The call for reinstating the ABC in Nigeria is not just about transparency and accountability; it is about empowering PR, advertising, and media professionals with the tools they need to succeed. A functional ABC would ensure that circulation figures are based on rigorous and impartial audits, providing a solid foundation for media investment decisions. It would restore confidence in the media industry, allowing brands to optimize their strategies and achieve their communication objectives effectively.

In conclusion, the absence of a functional Audit Bureau of Circulations in Nigeria significantly hampers the ability of PR, advertising, and media professionals to access reliable audience-reach data and insights. This gap affects the perceived value of media publications, undermines strategic decision-making, and diminishes the overall effectiveness of PR and advertising campaigns. Reinstating the ABC is crucial for enhancing transparency, accountability, and data accuracy in the Nigerian media landscape. By doing so, we can ensure that PR, advertising, and media professionals are equipped with the reliable data they need to drive successful media engagements and foster a more credible and effective media industry.

Call to Action:
It is imperative that the media industry stakeholders in Nigeria come together to revive the Audit Bureau of Circulations. This collective effort will ensure the availability of accurate and reliable data, which is essential for the growth and credibility of the media industry. By advocating for the reinstatement of the ABC, we can build a more transparent and accountable media environment that benefits all stakeholders.

The Nigerian food market is currently facing an alarming crisis. As I delved into recent reports, I was overwhelmed by the extent of adulterated foods flooding our markets. Palm oil, a staple in many Nigerian households, has been found laced with dangerous substances like dye, lard, and other harmful additives. These revelations, brought to light by the Federal Competition and Consumer Protection Commission (FCCPC), have left consumers exposed to severe health risks.

Adamu Abdullahi, the acting executive vice-chairman of the FCCPC, recently raised the alarm about this disturbing trend. According to Abdullahi, profit-driven traders are compromising consumer safety by contaminating products with hazardous additives. The consequences are dire, consumers risk facing serious health issues such as abdominal pain, brain damage, liver disease, and even cardiac arrest. These substances pose significant health risks, highlighting the urgent need for rigorous food safety measures.

In a time when Nigerian consumers are bombarded with adulterated food products, there is a search for brands that have remained committed to integrity and consumer health. One of those brands is Golden Terra Oil. Their dedication to purity and health has garnered the trust of many, offering not just a safe cooking oil, but a promise of well-being in every drop.

Golden Terra Oil’s commitment to consumer safety goes beyond rigorous quality control. The brand invests heavily in sourcing the finest raw materials and employing advanced processing techniques to ensure that every bottle of Golden Terra Soya Oil meets the highest standards of purity and nutrition. Their transparency initiatives, including detailed labeling and consumer education, empower consumers to make informed choices about their health.

It’s a brand trusted by mothers for their families and chosen by health-conscious individuals for its purity and health benefits. A good oil has higher levels of good fats than bad fats. Bad fats, known as saturated fats, should be avoided, while good fats, such as polyunsaturated fats including Omega 3 and Omega 6 fatty acids, are beneficial for health. These components are known to help reduce cholesterol levels, support cardiovascular health, and provide essential antioxidants to combat free radicals. The oil is also recommended by cardiologists, including Dr. Adanijo Monisola, for its heart-protective properties.

Probal Bhattacharya, Chief Marketing Officer, TGI Group, emphasised the brand’s dedication to purity. “At Golden Terra Oil, we understand the critical importance of purity in our products. We are committed to providing only the highest quality oil, free from any adulterants or harmful substances. Our stringent quality control processes ensure that our customers can trust Golden Terra Oil to be a safe and healthy choice for their families,” he explained.

Deepanjan Roy, Executive Director, TGI Group, reiterated the brand’s dedication to consumer well-being. “Golden Terra Oil represents our commitment to integrity and health. In a market filled with compromises, we provide an unadulterated alternative that prioritises consumer well-being above all else. We believe that every Nigerian deserves access to pure, high-quality cooking oil that does not jeopardise their health,” he stated.

Golden Terra Soya Oil is a premium, all-purpose cooking oil made from 100% pure soya beans, sourced and manufactured in Nigeria. It contains 5x more PUFA (Polyunsaturated Fatty Acids) proven to deliver numerous health benefits, like reducing cholesterol, maintaining a healthier heart, enhancing nerve function, boosting brain health, and supporting muscle strength. Discerning consumers trust Golden Terra Soya Oil to bring an unmatched balance of Taste & Health to every dish cooked with it. Available in various pack sizes ranging from 40ml to 700ml bottles and 2.5L & 4.5L kegs.

Recently, I had the pleasure of reading Dr. Yemi Omodele’s insightful article on corporate governance, titled “Assessing the Revolving Door: Legality and Best Practices”. In this article, he expertly examines the practice of former regulators working with companies in sectors they have previously regulated. While delving into the underlying concepts and dissecting the issues, he also addresses the ongoing discussions surrounding the MTN Nigeria board, which is led by a former regulator. Indeed, I must say that this OpEd serves as a masterclass on the subject, providing invaluable insights and international best practices, along with clear and instructive case studies from leading organizations worldwide.

Without a doubt, corporate governance forms the foundation of every successful organization. It serves as a comprehensive toolkit that empowers both management and the board to navigate challenges effectively, ensuring robust decision-making processes and controls. This, in turn, guarantees a delicate balance of interests among all stakeholders, including shareholders, employees, customers, and the community. Corporate governance also comes to mind when you consider the processes through which a company’s objectives are set and pursued within the complex web of social, regulatory, and market environments. Moreover, it encompasses a wide array of practices and procedures aimed at meticulously steering a company towards the realization of its goals, while concurrently fostering unwavering confidence among stakeholders in the company’s integrity and reliability.

But what would be the case if individuals with prior government service experience transitioned into private roles? What value do they bring? Should there be a cause for concern? These are some questions that may come to mind.

Dr Omodele’s article notes that there are no legal barriers preventing individuals with regulatory experience from entering private practice in sectors they once regulated. This transition called the “revolving door,” is a common practice globally, including in well-regulated markets like the United States, where former government officials frequently move to private sector roles. These transitions allow companies to benefit from the officials’ deep understanding of regulatory frameworks and governance, thereby enhancing corporate effectiveness.

To address the worry of potential conflicts of interest in post-public employment there exists the “cooling-off period.” These are time-limited restrictions preventing former regulators from taking private sector jobs within the same sector. The idea is that, over time, the potential for a former official to influence decisions for a new employer diminishes significantly.

The regulations regarding post-employment restrictions and their duration vary across different countries. For instance, Canada enforces a one-year cooling-off period for public officials and a two-year cooling-off period for ministers. The cooling-off period for cabinet ministers has been extended from two to five years. In the Netherlands, a specific cooling-off period is applicable to officials in the defence sector. In the UK, members of the government are barred from engaging in lobbying activities for a period of two years after leaving public office.

Addressing the ongoing conversation about the composition of MTN Nigeria’s board of directors, which includes former government officials and raises questions about the propriety of their appointments, it is important to first note that all concerned individuals have met the “cooling-off period” requirements, with some having cooling-off periods as long as eight years.

As posited by Dr Yemi Omodele in his article, Dr. Omobola Johnson served as Nigeria’s Minister of Communication from 2011 to 2015. After a four-year cooling-off period, she joined the MTN board in 2019. Similarly, Dr. Ernest Ndukwe waited seven to eight years after leaving the Nigerian Communications Commission (NCC) before becoming the chairman of MTN’s board. This extended cooling-off period ensured that any potential influence they might have had would have diminished, making the idea that they could use their former position to benefit MTN highly unlikely.

Secondly, this transition is a widely accepted practice with numerous examples to back it up. In the USA, Linda B. Bammann, a former Federal Reserve Board Governor, served on JPMorgan Chase’s board from 2004 to 2013. William E. Kennard, who served as the chairman of the Federal Communications Commission (FCC) from 1997 to 2001, joined the board of directors of Sprint Corporation (now part of T-Mobile US) after his tenure.

Additionally, Mary L. Schapiro, who was the chairwoman of the U.S. Securities and Exchange Commission (SEC) from 2009 to 2012, subsequently joined the boards of General Electric Company and Morgan Stanley. In Nigeria, Flutterwave, a leading payments technology company, recently appointed Dipo Fatokun, a former CBN director, as Board Chairman, citing a commitment to maintaining the highest regulatory and operational standards. These examples illustrate how regulators, after their time in public service, often join the boards of companies within the sectors they once regulated.

It is perplexing that well-educated critics would entertain concerns and cling to falsehood about MTN Nigeria’s board composition without verifying if the requirements are met or recognizing the benefits of having seasoned professionals with regulatory experience. There are precedents, and drawing parallels with established practices in other developed economies shows that the involvement of former government officials enhances corporate governance rather than detracts from it. Their insights and experience are instrumental in navigating complex regulatory landscapes and ensuring compliance. It is crucial to focus on performance, corporate governance, adherence to regulatory rules, and the track record of the companies involved.

Dr. Ndukwe’s leadership of the MTN board has been highly beneficial, as evidenced by MTN winning the award for the most compliant listed company. This award is given to the listed company that demonstrates the highest level of compliance with the Rules of the Exchange (Issuers’ Rules) without incurring any penalties during the review period. Therefore, it is clear that MTN’s compliance is due to having a leader who understands and prioritizes the importance of adherence to these regulations.

All the former regulators on MTN Nigeria’s board provide strong guidance in compliance and fiscal responsibility. Their invaluable insights enhance the company’s governance practices. MTN Nigeria’s excellent tax record demonstrates the effectiveness of this expertise. In 2022 alone, the company contributed N326 billion in taxes to Nigeria, and to date, has paid nearly 4 trillion Naira in taxes and levies across all government levels.

The true focus should be on corporate governance, and MTN Nigeria’s record in this area speaks volumes. The company has consistently demonstrated excellence in governance, reflected in its remarkable achievements and substantial investments across various sectors of the economy. This has positively impacted millions of lives, driving meaningful change and fostering economic growth—clear dividends of corporate governance that should serve as a standard for other private companies in Nigeria.

The diversity of a board, blending public sector experience with private, is a strength. It fosters a rich mix of perspectives that drive innovative solutions and sound strategic decisions. This diversity should inspire confidence and set a standard of practice, free from misinformation and half-truths.

Finally, the concerns expressed about the MTN board, insinuating the likelihood of undue advantage, are an indictment of the regulators, as they express distrust in the regulators’ ability to ensure fairness in the sector. Any active regulator would not remain idle in the face of such insinuations within its industry, as they suggest that entities can act arbitrarily. The regulator should come out and clear the air regarding whether MTN Nigeria, given its current board composition, enjoys an unfair advantage. This would clear up any misconceptions!

Kehinde Padonu-Awobono is a commercial and governance law practitioner and

Odunayo Sanya, the Executive Director of the MTN Foundation has called on all Nigerians to join the fight against drug abuse under the Anti-Substance Abuse Programme (ASAP). To advance the message against substance abuse in Nigeria and safeguard the well-being of the youths, the Foundation has spearheaded advocacy walks in three Nigerian cities; Port Harcourt, Lagos and Abuja.

MTN ASAP has grown into a multi-stakeholder and sectoral behaviour change initiative aimed at reducing the rate of first-time substance abuse amongst young Nigerians aged between 15-25 years.

Odunayo Sanya elaborated on the programme which covers the advocacy walks, a stakeholder conference and a host of activities. “The core message of our Anti-Substance Abuse campaign #ASAP at the MTN Foundation is that ‘it is everyone’s fight, it is my fight, your fight and indeed our fight because their high is our low.’ The singular objective of the #ASAP campaign is to reduce the rate of first-time abuse amongst youths aged 10-25 years.

“According to the UNODC, substance abuse will increase by 40% in Africa by 2030. Nigeria is expected to represent a chunk of the 40% due to its population and large youth demography. And so, at the MTN Nigeria Foundation, we refuse to be onlookers, our sleeves are rolled up and we are lending our voice to this campaign.

“This year, in partnership with the #NDLEA, UNODC and other Civil Society Organizations, our advocacy walk took place in Rivers, Lagos and Abuja. Every first step signified our resolve to fight substance abuse and we dedicated every last step as a prayer of strength for those in the contraption of substance abuse. The stakeholder conference in Lagos was quite enlightening.

“Our target is to reach 87,000 students and 1,440 teachers with the #ASAP message in 2024. Our clarion call is that you join us in your corner by being a light to the young ones,” she said.

This year’s World Drug Day theme, “The evidence is clear: invest in prevention,” resonates strongly with the mission of MTN ASAP. It underscores the importance of adopting a scientific evidence-based approach that prioritises prevention and treatment. The global drug problem presents a multifaceted challenge that touches the lives of millions worldwide. Central to addressing this challenge is the imperative to adopt a scientific evidence-based approach that prioritises prevention and treatment.

By Precious Oyetayo Subuloye MCIM, rpa, MNIMN

Introduction 

A brand’s personality, characteristics, and values make up its identity. It’s what distinguishes a company from others. For small firms, a strong brand identity may make all the difference in growth and profitability. Any small firm must have a professional brand identity. It can assist you in expanding your side project into a small business and beyond!

How do you define a small business?
It is crucial to understand what constitutes a small business before we go into the methods and procedures for creating a professional brand identity to transform your side project into a small business. Small businesses come in various forms, including corporations, limited liability companies, partnerships, and sole proprietorships. The most prevalent kind is the sole proprietorship, which is often maintained by one person or a family with no separation of personal and corporate assets. A small business might range from a family-owned restaurant to an internet site that offers handmade jewelry to an accounting firm that specializes in small business tax preparation to a real estate agency.

Designing your small business brand identity has become pretty simple in recent years, unlike when the printing press did not exist and no one considered designing on computers. At the time, you had to rely on word-of-mouth or pay someone to draw/paint on your storefront.

With technological improvements, designing has become a piece of cake, however, this is an exaggeration because options can often be confusing. If you search for “how to brand my small business” online, you will find millions of links that lead to various answers.

The secret to creating an executive-level brand identity for your small firm is to hire a brand designer who can genuinely alter the game for you at this point of development. Once you’ve found a designer for your brand identity, you’ll need to determine what type of company model requires what type of branding. In this situation, when you’re starting a small firm, you’ll need a distinctive logo and a killer website design.

So, what are we waiting for? Nothing more than a voyage to give our tiny business branding a professional appearance!

How To Create A Professional Brand Identity
Before we get started detailing how to create a professional brand identity to turn your side hustle into a small business, it’s necessary to understand what a small business is.

STEP 1: Build Your Brand by Defining yourself
The first step in developing your business identity is to describe yourself. It would help if you had a thorough grasp of your business.

Who are you?
What are your values?
What do you want others to know about you?
What do you want people to remember when they think about your company?
Once you’ve recognized these factors, it’ll be easy to craft a consistent message that matches your values and personality.

STEP 2: Building Your Brand By understanding your audience
The second step in small business branding is to identify your target demographic.

Who is your ideal customer?
What do your prospective customers want?
What does your target audience want?
What are your intended audience’s preferences?
What are their challenges?
In addition to answering these questions, you must understand your target market’s demographics, psychographics, and purchasing behaviors to successfully reach and convince them.

STEP 3: Understand your Market and Competitors
Differentiation is the key to success in brand development. The goal is to ensure that customers choose you above your competitors. You must provide something unique, whether in product, service, or approach, which necessitates a Brand Analysis.
You should never try to replicate what the large companies in your market are doing; instead, you should be aware of what they are doing and understand why.

Examine your primary competitors or brands that stand out in your field, and learn how they built their brand. Exploring the underlying meanings, origins, reinventions, and ethos of these companies will help you shape your own. It is critical to undertake a brand analysis and compare it to your rivals.

Comprehensive market research allows us to focus even more on your brand’s unique selling points and target audience. Businesses that lack a thorough understanding of the market and their customers risk making erroneous judgments, which can result in ineffective branding initiatives and missed opportunities.

STEP 4: Creating Brand Identity with Graphic Visuals
The third step is to develop an identity for your small business. This involves designing a professional logo, slogan, color scheme, and website design. Think about the following.

What should my logo look like if I get one made?
Should I incorporate the motto into the design?
What colors will work best for my business?
Should I control the design or allow the designers to perform their magic?
What should be on my website?

STEP 5 Allocate Budget for Brand Identity
The fourth stage is to create a budget for things like branding and marketing to avoid overspending or underspending.

How much should I first invest in branding?
How much of my profit should I allocate to marketing designs each month?
How can I minimize costs while maintaining excellent design quality?
Will taxes impact my brand design budget?

These are just a few of the questions that come to mind when making the big decision to turn your side hustle into a full-fledged small business.

STEP 6 Plan It All Out Before Designing It
Before beginning a brand identity design, ensure that everything is in order. The last thing you want throughout the branding process is to be unsure of yourself, your rivals, or your target audience. It will be easier to produce a creative brief after you have learned as much as possible.

STEP 7 Starting with a winning logo
Logo is crucial for a small business brand to stand out in a crowded market. Whether or not one believes in the power of a logo, it is a necessary component of all branding and marketing materials.

STEP 8: Create a Strong Brand Story
To stand out in today’s competitive market, brands require a compelling brand story that will aid in the development of a unified brand identity. Your small business branding will be dispersed without a story, so attempt to work with expert copywriters or content writers who can provide you with one.

STEP 9: Design a visually appealing website design.
Designing a stunning website is only one element of this process. When creating websites for your businesses, designers must ensure that they are user-friendly, for example, by providing accessible navigation.

STEP 10: Create the main social media accounts.
Being everywhere is foolish. Using data analytics, discover where your target audience surfs and shops. Begin analyzing your audience’s behavioral habits. One thing that will help you see where your competitors are succeeding.
Once this is done, design your small business’s social media accounts. Ideally, use your brand identity as a profile picture, create an eye-catching page banner, and populate your feed with personalized postings about your company and its products.

STEP 11 Begin your marketing efforts.
Once you’ve laid the groundwork for your small business brand, it’s time to add the building bricks to establish brand position, image, and personality. You can accomplish this by promoting the brand through business cards, display ads, marketing design, brochure design, and other branding materials.

STEP 12 Produce a brand book
A brand book is a set of principles for defining and controlling a brand’s identity. Also known as style guides, they contain information on anything from the company’s visual identity and logo design to its goal statement, key values, and even the tone of voice that should be utilized in corporate communications or collateral.

The primary goal of a brand book is to present and explain your company’s identity, mission, visual style, and core values. Your brand book will help customers and employees understand exactly what you want to convey to your target audience. Once you’ve created the initial edition, reassess it every 5-7 years to see how your brand changes.

I hope I have been able to effectively communicate my points to you. Don’t forget brand promotion entails expressing the value of your brand to a specific audience to foster a favorable image, improve consumer loyalty, and raise brand awareness. Remember that the one-of-a-kind connection you make with your customers is crucial to brand promotion. It’s a combination of artistry, strategy, and true connection.

In a move to ensure product authenticity and protect consumers, Big Bull Rice is introducing a new holographic seal on its 25kg and 50kg packaging. The holographic seal tape has been meticulously designed and implemented to provide consumers with a reliable means of verifying the authenticity of Big Bull Rice and identifying any counterfeit in the market.

Counterfeiting poses a significant threat to businesses and consumers alike, undermining trust and damaging reputations. In response to this challenge, Big Bull Rice has implemented an advanced holographic technology to authenticate its products and provide consumers with peace of mind.

The holographic seal, integrated seamlessly into Big Bull Rice packaging, serves as a visible indicator of authenticity. This innovative solution offers enhanced security features, making it more difficult for counterfeiters to replicate.

By simply checking for the presence of the holographic seal, consumers can ensure that the packaging has not been compromised and can proceed with confidence in their purchase.

Probal Bhattacharya, Chief Marketing Officer, TGI Group, stated that the introduction of the holographic seal on Big Bull Rice is a proactive step to safeguard customers and uphold the brand’s integrity.

“The holographic seal serves as a conspicuous marker of the product’s genuineness. Engineered to be tamper-evident, it swiftly reveals any compromise in the packaging. This functionality not only empowers consumers to make well-informed purchasing choices but also serves as a formidable deterrent against counterfeiters seeking to replicate Big Bull Rice packaging” he stated.

Deepanjan Roy, Executive Director, TGI Group, says the company is committed to upholding the highest standards of quality and integrity in all aspects of its operations.

“The introduction of the holographic seal reaffirms this dedication and underscores our relentless pursuit of excellence. With the holographic seal in place, consumers can now easily identify authentic Big Bull Rice products, ensuring they receive the quality they expect and deserve with every purchase” He added.

The introduction of the holographic seal on Big Bull Rice packaging is a significant milestone in the brand’s journey toward enhancing customer experience and ensuring product integrity. Consumers can now look for the holographic seal as a mark of authenticity when purchasing Big Bull Rice, giving them peace of mind that they are choosing a genuine product.

Big Bull rice is Nigeria’s foremost parboiled rice. Big Bull is premium milled, stone free, with an excellent swelling index that retains the natural taste & texture of goodness from the Nigerian soil. An absolute cooking delight with the best texture, uniform size and shape; each grain is highly nutritious, rich in B-vitamins, Iron, Dietary Fibers and Protein, with low Glycemic Index for a healthy consumption. Big Bull is the ideal choice for a great tasting rice dish, be it jollof rice, fried rice, white rice, coconut rice and many more. Available in various consumer-friendly pack sizes nationwide.

What Makes the Consumers Value Awards unique compared to other industry awards?

Thank you, Consumers Value Awards as express by the name is an award under the sphere of consumers. Everything about the process of the Consumers Value Awards is more in the hands of the consumers. For instance, at the nomination stage, it is consumers that will nominate brands for listing to be voted for. What we do is basically to announce that the portal is open for nomination and with strong desire for transparency we announce the opening on almost all platforms including your reputable publication.
So, the uniqueness of the Consumers Value Awards is that it is driven by consumers for consumers with the objective of expressing concerns about better service within the eight consumer rights.

Can you tell us more about the voting process and how consumers can participate in selecting the winners?
After listing of all the brands listed for voting based on nominations by consumers, we opened the website for voting and the website remains open till last day of June 2024 to enable consumers to cast votes. It is important to state that you can only vote in the various categories once because for every time you attempt to vote in each of the category, consumers are required to submit their email address as an identity for an OTP to be sent for verification. Once you get the OTP and you input the OTP, your voting will be recognized.
To protect the integrity of the system it is important we establish the process to avoid double voting or multiple voting by consumers.

Why is it important for Consumers to Participate in voting for Consumers Value Awards?
The entire initiative is about promoting the Eight Consumer Rights which includes the right to be heard and the right to expression as well the right to contribute to product and service development.
So, it is important that consumers participate in voting to call out brands that are not keeping promises made to the public.
The participation of consumers is also very important at this time as we consumers play the role of our brothers’ keeper when we shout down a brand that is poor in performance, we have simply alerted another consumer to stay away.
The consumers’ participation is the establishment of the essence of the programme as a vehicle to ensure that brands are living up to expected standard they have created or meet the expectation of the consumers.

What criteria do brands need to meet to be nominated for the Consumers Value Awards?
Good question, for us our consideration is that once a consumer has made effort to purchase a brand or engage a service, then that brand is good enough to be listed or nominated. It is an open market initiative for brand owners and consumers generally. Any brand that is on the shelf in the market or on the internet that is consumed by the people is good enough for nomination and in the last two editions we have had over 500 brands across all sectors listed for nomination and voting.
That is why we call it a badge of honour from Consumers to the Brands as a statement of thank you which will put the brands on the spot for sustainable representation in the market.

Can you share some success stories or testimonials from previous awards?
This is the journey third edition and the voting is ongoing. The success of the last two edition can be seen from the fact that representative of Nigeria Communications Commission, Federal Competition and Consumer Protection Commission, National Agency for Food and Drug Administration Agency, Nigeria Civil Aviation Authority and the Advertising Regulatory Commission of Nigeria were well represented and delivered messages to consumers.
It is also for us a success to have over 50 brands in attendance to pick the bade of honours in the last two editions, including brands such as Glo, Dangote Cement, Reload Multivitamin, Leadway Insurance, Bigi Cola, Bigi Sausage and Oral B tooth paste to mention a few.
For us the real success is the consumers making effort to list brands and voting. It shows that there is a growing consciousness that consumers deserve better market experience and there will be more vehicle for expression that will call out service providers and regulators to do better

What benefits do brands gain from receiving a Consumers Value Awards?
I am sure that you are all aware that the best marketer of a brand is the consumers, so winning the award is a great opportunity for brand growth in terms of perception, reputational capital and increase in sales.
Benefits seems endless but it must be stated that a consumers bade of honour based on voting is a major stamp of respect for the brand by consumers from consumers to consumers. It is a stamp of acceptance and a bench market for the brands keep the standard and improve on it.
It is call to all brands to look around and act if they want to play in the same market as consumers are pushing for better experience.

How has the response been from consumers and brands in the previous editions of the awards?
We had the very first edition two years ago and the second edition last year at same venue, what is very clear is that CVA has come to stay has 5 consumer regulatory related agencies of government were in attendance and we recognized people like Mrs. Sola Salako Ajulo, a member of the Tribunal in FCCPC, for her effort as a pioneer advocate of Consumer Rights to the best of our knowledge. In the first edition, we also recognized Dr Olalekan Fadolapo, Director General, Advertising regulatory Commission, Professor Umar Danbatta former EVC and Chief Executive Officer of Nigeria Communications Commission for the excellent work they are doing in promoting better consumer experiences through legislations.
It is only the consumers that can give the success rating on this project but if in two years of existence we have pulled together over one hundred brands across the globe to attend the event, then we can safely say we are on a journey of excellence.
Aside attendance, the celebration of the awards by brands such a Glo, Leadway, reload Multivitamin, Checkers Custard, Bigi Cola, Bigi Sausage and Fearless Energy Drink again, to mention a few of the brands is a great sign of success.

Are there any new categories or changes in this third edition of the consumers Value Awards?
Last year we introduced the special public sector category to search for governors and states that are actively promoting consumers rights and we are holding onto that because it is a good conversation sustainer on the subject of our interest.
This year we are looking out for consumer conversations from brands that are social advocacy. This new category to promote public conversation from corporate sustainability initiative of brands to promote better consumer behaviour in the market.
Unlike last year, we have also through consumers nomination created sub-categories under some brands as a result of herbal availability, children and infant categories of the brands. It is not us that created it but consumers nominations made it happen that we have to establish such and this also affect home appliances where we have to separate the brands into four different categories based on functionality rather than group into one.
The third edition voting is ongoing on the website and we can see that consumers are responding positively with votes and we can only wait till the last day of June to conclude on the winners.

How does BrandXchange ensure the integrity and transparency of the voting?
BrandXchange is doing everything to ensure that the voting is not compromise. We are staying with the process of ensuring that you can only vote if you register your email to get OTP and you must input the unique OTP before your voting can be valid. It is the Consumers that validate the brands so we keep that simple yet effective law active on the website.
We have had challenges about voting and OTP and we stayed true to the goal to be transparent on this project because at the stage we are, it is the consumers that we are protecting and promoting to get better service.
I am sure that is the trust we built in the first edition is not good enough the second edition will probably not get the degree of success we got and therefore we have to hold onto that public trust and remain open or transparent for everyone interested to visit the website and cast vote or review it.
We call it a bade of Honour and so even from inception it must be seen and experienced as such.

What is the timeline for the voting period and announcement of winner?
The voting is on going till 30th June and there after we will inform the winners and all invited regulators and other winners and participants that will grace the beautiful day in September at same venue.

By: Philip Odiakose

As a PR measurement specialist and thought leader in PR measurement and evaluation in Nigeria, I have had the privilege of witnessing the transformative impact that rigorous measurement and evaluation practices can have on the public relations industry. In Nigeria, where the PR industry faces unique challenges and opportunities, embracing robust measurement and evaluation frameworks is essential for demonstrating value, enhancing the credibility of the profession, and driving sustainable growth. In this article, I will explore why measurement and evaluation are necessary for the growth of the PR industry in Nigeria, supported by relevant case studies from within the country.

Measurement and evaluation are crucial for showcasing the tangible value and return on objectives (ROO) of PR activities. Many clients and stakeholders in Nigeria often view PR as an intangible service with unclear benefits. Effective measurement and evaluation frameworks allow PR professionals to link their efforts directly to organizational goals, such as increased brand awareness, improved reputation, and heightened customer engagement. This substantiation of contributions is vital for securing greater investment and trust from clients and stakeholders.

Take, for instance, the case of a leading Nigerian telecommunications company that launched a nationwide campaign to promote its new data plans. Through meticulous measurement and evaluation done by the team at P+ Measurement Services, the PR team of the brand was able to demonstrate a 25% increase in customer inquiries and a 15% rise in subscriptions within three months. These results, backed by data, convinced the company’s leadership of the campaign’s success and justified further investment in PR initiatives. This example highlights the importance of measurement and evaluation in providing concrete evidence of PR’s impact on business outcomes.

Enhancing credibility and accountability is another significant benefit of measurement and evaluation. In Nigeria’s competitive market, credibility is paramount. Rigorous measurement and evaluation practices provide transparent and verifiable evidence of PR outcomes. This accountability not only builds trust with clients and stakeholders but also positions PR as a strategic function within organizations. When PR professionals can demonstrate the direct impact of their work on business outcomes, they earn a seat at the decision-making table and can influence organizational strategy more effectively.

Consider the example of a Nigerian non-profit organization focused on environmental conservation. The organization ran a campaign to raise awareness about plastic pollution. By employing comprehensive measurement and evaluation, the brand PR team, with the support of the P+ Measurement team, tracked media coverage, social media engagement, and public sentiment. The results showed a significant shift in public awareness and a notable increase in community participation in cleanup activities. These insights were instrumental in securing additional funding and partnerships for future campaigns. This case study underscores the role of measurement and evaluation in enhancing credibility and accountability within the PR industry.

Measurement and evaluation also play a pivotal role in driving strategic decision-making. Data-driven insights enable PR professionals to make informed decisions about their campaigns and initiatives. By analyzing the effectiveness of PR efforts, identifying strengths and weaknesses, and understanding audience behavior, PR practitioners can optimize their strategies, tailor their messaging, and allocate resources more effectively. This iterative process of continuous improvement is essential for achieving sustained success in the dynamic PR landscape.

For example, a Nigerian fintech startup launched a PR campaign to introduce a new mobile payment app. My team(P+ Measurement Services) was engaged to provide PR monitoring, measurement, and evaluation. The brand’s PR team discovered that, while media coverage was extensive, customer engagement was lower than expected. By analyzing feedback and identifying gaps in their messaging, the team refined their approach, resulting in a significant uptick in app downloads and user engagement in the subsequent phase of the campaign. This example illustrates how measurement and evaluation can drive strategic decision-making and enhance the effectiveness of PR efforts.

The digital revolution has transformed the PR industry, introducing new channels, tools, and metrics for engagement. Measurement and evaluation are essential for navigating this complex digital landscape. Digital analytics, social media monitoring, and sentiment analysis provide near-real-time insights into audience interactions and measure the reach and impact of digital campaigns. By leveraging these tools with the support of human analysts, PR professionals in Nigeria can adapt their strategies to stay ahead of emerging trends and ensure that their efforts resonate with their target audiences.

For the Nigerian PR industry to fully realize the benefits of measurement and evaluation, it is important to adopt robust frameworks and best practices. Clear, measurable objectives and key performance indicators (KPIs) form the foundation of any effective measurement and evaluation framework. Objectives should align with organizational goals and be specific, measurable, achievable, relevant, and time-bound. KPIs should capture both quantitative and qualitative aspects of PR activities, encompassing metrics such as media coverage, sentiment, engagement, and impact on business outcomes.

A comprehensive measurement approach combines both quantitative and qualitative methods. Quantitative methods, such as media monitoring and web analytics, provide numerical data on reach, frequency, and engagement. Qualitative methods, such as surveys, focus groups, and content analysis, offer deeper insights into audience perceptions, message resonance, and brand reputation. By integrating both types of data, PR professionals can obtain a holistic view of PR effectiveness and make more informed strategic decisions.

Ethical considerations are paramount in measurement and evaluation. PR professionals must adhere to ethical standards and best practices, ensuring transparency, accuracy, and integrity in data collection, analysis, and reporting.

This commitment to ethical measurement practices builds trust with clients and stakeholders and upholds the reputation of the PR profession.

One notable example in Nigeria is the case of a major public health campaign aimed at increasing vaccination rates. The campaign faced skepticism from certain segments of the population, driven by misinformation and distrust. Through comprehensive media monitoring, measurement, and evaluation, the PR team was able to track changes in public sentiment, identify key influencers spreading misinformation, and adjust their communication strategies accordingly. By maintaining transparency and ethical standards in their measurement practices, the campaign ultimately succeeded in increasing vaccination rates and building public trust.

For measurement and evaluation to be truly effective, they must be ingrained in the organizational culture. PR agencies and in-house teams should prioritize measurement and evaluation as an integral part of their PR strategies. This involves continuous learning, training, and capacity building to enhance measurement capabilities and keep pace with evolving industry standards.

In conclusion, measurement and evaluation are indispensable for the growth and success of the PR industry in Nigeria. By demonstrating value, enhancing credibility, driving strategic decision-making, and navigating the digital landscape, measurement and evaluation empower PR professionals to elevate their practice and deliver impactful results. As a thought leader in PR measurement and evaluation, I urge the Nigerian PR industry to embrace robust measurement frameworks and ethical standards, fostering a culture of accountability and excellence. By doing so, we can unlock the full potential of PR, drive meaningful change, and contribute to the sustainable growth of our industry.

The examples provided illustrate how measurement and evaluation can be applied in various contexts within the Nigerian PR industry. They highlight the importance of linking PR activities to organizational goals, enhancing credibility, and driving strategic decision-making. Moreover, they demonstrate the necessity of navigating the digital landscape with the help of advanced tools and technologies.

Ultimately, the adoption of robust measurement and evaluation practices will enable PR professionals in Nigeria to prove their value, secure greater investment, and influence organizational strategy more effectively. This, in turn, will drive the growth and success of the PR industry in Nigeria, positioning it as a vital and strategic function within organizations.

Philip Odiakose is a leader and advocate of PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC 

What Makes the Consumers Value Awards unique compared to other industry awards?

Thank you, Consumers Value Awards as express by the name is an award under the sphere of consumers. Everything about the process of the Consumers Value Awards is more in the hands of the consumers. For instance, at the nomination stage, it is consumers that will nominate brands for listing to be voted for. What we do is basically to announce that the portal is open for nomination and with strong desire for transparency we announce the opening on almost all platforms including your reputable publication.
So, the uniqueness of the Consumers Value Awards is that it is driven by consumers for consumers with the objective of expressing concerns about better service within the eight consumer rights.

Can you tell us more about the voting process and how consumers can participate in selecting the winners?
After listing of all the brands listed for voting based on nominations by consumers, we opened the website for voting and the website remains open till last day of June 2024 to enable consumers to cast votes. It is important to state that you can only vote in the various categories once because for every time you attempt to vote in each of the category, consumers are required to submit their email address as an identity for an OTP to be sent for verification. Once you get the OTP and you input the OTP, your voting will be recognized.
To protect the integrity of the system it is important we establish the process to avoid double voting or multiple voting by consumers.

Why is it important for Consumers to Participate in voting for Consumers Value Awards?
The entire initiative is about promoting the Eight Consumer Rights which includes the right to be heard and the right to expression as well the right to contribute to product and service development.
So, it is important that consumers participate in voting to call out brands that are not keeping promises made to the public.
The participation of consumers is also very important at this time as we consumers play the role of our brothers’ keeper when we shout down a brand that is poor in performance, we have simply alerted another consumer to stay away.
The consumers’ participation is the establishment of the essence of the programme as a vehicle to ensure that brands are living up to expected standard they have created or meet the expectation of the consumers.

What criteria do brands need to meet to be nominated for the Consumers Value Awards?
Good question, for us our consideration is that once a consumer has made effort to purchase a brand or engage a service, then that brand is good enough to be listed or nominated. It is an open market initiative for brand owners and consumers generally. Any brand that is on the shelf in the market or on the internet that is consumed by the people is good enough for nomination and in the last two editions we have had over 500 brands across all sectors listed for nomination and voting.
That is why we call it a badge of honour from Consumers to the Brands as a statement of thank you which will put the brands on the spot for sustainable representation in the market.

Can you share some success stories or testimonials from previous awards?
This is the journey third edition and the voting is ongoing. The success of the last two edition can be seen from the fact that representative of Nigeria Communications Commission, Federal Competition and Consumer Protection Commission, National Agency for Food and Drug Administration Agency, Nigeria Civil Aviation Authority and the Advertising Regulatory Commission of Nigeria were well represented and delivered messages to consumers.
It is also for us a success to have over 50 brands in attendance to pick the bade of honours in the last two editions, including brands such as Glo, Dangote Cement, Reload Multivitamin, Leadway Insurance, Bigi Cola, Bigi Sausage and Oral B tooth paste to mention a few.
For us the real success is the consumers making effort to list brands and voting. It shows that there is a growing consciousness that consumers deserve better market experience and there will be more vehicle for expression that will call out service providers and regulators to do better

What benefits do brands gain from receiving a Consumers Value Awards?
I am sure that you are all aware that the best marketer of a brand is the consumers, so winning the award is a great opportunity for brand growth in terms of perception, reputational capital and increase in sales.
Benefits seems endless but it must be stated that a consumers bade of honour based on voting is a major stamp of respect for the brand by consumers from consumers to consumers. It is a stamp of acceptance and a bench market for the brands keep the standard and improve on it.
It is call to all brands to look around and act if they want to play in the same market as consumers are pushing for better experience.

How has the response been from consumers and brands in the previous editions of the awards?
We had the very first edition two years ago and the second edition last year at same venue, what is very clear is that CVA has come to stay has 5 consumer regulatory related agencies of government were in attendance and we recognized people like Mrs. Sola Salako Ajulo, a member of the Tribunal in FCCPC, for her effort as a pioneer advocate of Consumer Rights to the best of our knowledge. In the first edition, we also recognized Dr Olalekan Fadolapo, Director General, Advertising regulatory Commission, Professor Umar Danbatta former EVC and Chief Executive Officer of Nigeria Communications Commission for the excellent work they are doing in promoting better consumer experiences through legislations.
It is only the consumers that can give the success rating on this project but if in two years of existence we have pulled together over one hundred brands across the globe to attend the event, then we can safely say we are on a journey of excellence.
Aside attendance, the celebration of the awards by brands such a Glo, Leadway, reload Multivitamin, Checkers Custard, Bigi Cola, Bigi Sausage and Fearless Energy Drink again, to mention a few of the brands is a great sign of success.

Are there any new categories or changes in this third edition of the consumers Value Awards?
Last year we introduced the special public sector category to search for governors and states that are actively promoting consumers rights and we are holding onto that because it is a good conversation sustainer on the subject of our interest.
This year we are looking out for consumer conversations from brands that are social advocacy. This new category to promote public conversation from corporate sustainability initiative of brands to promote better consumer behaviour in the market.
Unlike last year, we have also through consumers nomination created sub-categories under some brands as a result of herbal availability, children and infant categories of the brands. It is not us that created it but consumers nominations made it happen that we have to establish such and this also affect home appliances where we have to separate the brands into four different categories based on functionality rather than group into one.
The third edition voting is ongoing on the website and we can see that consumers are responding positively with votes and we can only wait till the last day of June to conclude on the winners.

How does BrandXchange ensure the integrity and transparency of the voting?
BrandXchange is doing everything to ensure that the voting is not compromise. We are staying with the process of ensuring that you can only vote if you register your email to get OTP and you must input the unique OTP before your voting can be valid. It is the Consumers that validate the brands so we keep that simple yet effective law active on the website.
We have had challenges about voting and OTP and we stayed true to the goal to be transparent on this project because at the stage we are, it is the consumers that we are protecting and promoting to get better service.
I am sure that is the trust we built in the first edition is not good enough the second edition will probably not get the degree of success we got and therefore we have to hold onto that public trust and remain open or transparent for everyone interested to visit the website and cast vote or review it.
We call it a bade of Honour and so even from inception it must be seen and experienced as such.

What is the timeline for the voting period and announcement of winner?
The voting is on going till 30th June and there after we will inform the winners and all invited regulators and other winners and participants that will grace the beautiful day in September at same venue.

Amidst economic uncertainties, where budgets tighten and expenses are scrutinized, one truth remains evident: the necessity of food transcends all. As people adapt to the fluctuating tides of the economy, it becomes apparent that while many must cut back on other expenses, the purchase of food remains non-negotiable. “People are reducing spending on many things, but not on food,” remarked one interviewee, capturing the sentiment echoed by many. Another highlighted the shift towards quality alternatives for staple foods, emphasizing the importance of value over mere price.

These adaptive strategies reflect the resilience of Nigerians as they navigate turbulent economic waters.

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Consumers continue to flock to Big Bull Rice, confident in the knowledge that they are purchasing a product of unparalleled quality and consistency. Big Bull Rice’s commitment to excellence remains steadfast, regardless of the challenges. They take pride in providing Nigerian families with a product they can rely on, day in and day out.

Big Bull Rice is Nigeria’s foremost parboiled rice. Big Bull is premium milled, stone-free, with an excellent swelling index that retains the natural taste & texture of goodness from the Nigerian soil. An absolute cooking delight with the best texture, uniform size, and shape; each grain is highly nutritious, rich in B vitamins, Iron, Dietary Fibers, and Protein, with a low Glycemic Index for healthy consumption. Big Bull is the ideal choice for great-tasting rice dishes, be it jollof rice, fried rice, white rice, coconut rice, and many more. Available in various consumer-friendly pack sizes nationwide.

Tropical General Investments (TGI) Group is an international investment and holding company with diversified interests and investments across Africa, The Middle East, Asia, and other emerging markets. TGI’s investments focus on driving inclusivity and value addition using locally sourced raw materials, state-of-the-art manufacturing facilities, and a highly skilled workforce to produce world-class products that are consumed both locally and exported to global markets. Across markets, TGI Group owns over a hundred leading brands in Fast Moving Consumer Goods, Agricultural Inputs, Industrial Chemicals, Homecare Products and Pharmaceuticals.