Agencies Should Lead Clients To Solutions

Peace Chieke, Head, Strategy, Content & Analysis of FCB Redline, tells his story. He spoke with Olaseeni Durojaiye.

I started my career in marketing communications with Crystal Functions. From there I moved on to PREX Advertising. At PREX, I rose to the level of Manager, Client Service.
I left PREX in 2005 for Tequila Nigeria, the foremost direct marketing agency in Nigeria. While at Tequila, in 2006 to be precise, the account that I managed accounted for 55% of the agency’s total billings. I left Tequila in 2008 as a Senior Account Manager.
I am currently the Head of Strategy, Content & Analysis Unit at FCB Redline. I was part of the team that won back the Close-Up re-launch pitch in the last quarter of 2008. I  worked on MoneyGram International and Multilinks Telkom accounts. I also worked on the launch of GURU energy drink.
In the course of my career, I have managed brands from the stable of multinational companies such as PZ Industries, Guinness Nigeria, Unilever and Fedex Red Star Express. I have also managed brands from indigenous companies such as Nigerian Distilleries, Grand Oak, Soul Mate Industries among others.
By way of training: I have a Post Graduate Diploma in Mass Communications from University of Lagos, a diploma in Advertising from Advertising Practitioners’ Council of Nigeria (APCON), and a Bachelor of Arts degree in English & Linguistics from University of Jos.
I have attended courses in the areas of advertising, direct marketing and PR.
The marketing communications industry has always held a fascination for me. It have always been there even before I graduated from the university. I suppose that was why I ended up in the industry. The interest grew in me and I worked my way into the industry. Along the line, I developed a strong bias for strategic brand management using relevant aspects of marketing communications as a veritable platform.
I also won best graduating student in account management in APCON Diploma in Advertising examination of 2008.
I strongly believe that the marketing communications industry in Nigeria is still at its growth or developmental stage. Adhering to the dictates of the professions that make up the industry remains a challenge. Practitioners must rise to the challenge. But more importantly, the professional and regulatory bodies of the respective professions that make up the industry must take the lead in championing this cause.
There are lots of quacks in the industry and for the industry to grow beyond its present stage, we must get rid of these quacks. The battle line has to be drawn!
Again, practitioners have to do a lot more in educating clients who cannot differentiate between advertising and public relations or between marketing and sales. In this part of the world, having a client who does not clearly understand the marketing challenges his brand faces and who does not want to be professionally advised makes the job somewhat uninteresting. Professionals must let such clients know whenever they are about to set forth on the path to killing their brands.
As practitioners in the industry, we are to our clients what medical doctors are to their patients. The patient does not dictate to the doctor. Rather, the doctor diagnoses the ailment and does his prescriptions. So we should guard against instances where the client dictates to us, otherwise we will be constituting ourselves into mere errand boys.
We should prove to be the professionals that we are by offering value for money. If these issues are adequately addressed, the marketing communications industry in Nigeria will go to great heights; even further than the same industry in South Africa. I say so with great conviction. The industry has great prospects that can be explored to add to the greatness of Nigeria.