2010 World Cup: Nigerian Advertising Agencies Lose N500m
- By Ikem Okuhu
- Published July 19th, 2010
- News
- Unrated
Advertising agencies in Nigeria lost a whopping N500 million following the early exit of the country’s national team, the Super Eagles from the mundial, agencies post event reviews indicate.
The amount represents fees and sundry revenue for unexecuted but planned campaigns designed to leverage the progress of the country’s team at the just ended World Cup in South Africa. Millions of naira worth of campaigns were planned, complete with television commercials, print adverts and other experiential activations with expectations that Nigeria was going to make it through the group stages of the World Cup.
Key among advertisers that had to pull planned campaigns include Coca Cola Nigeria Limited, owners of the Coca Cola franchise in Nigeria; MTN, official sponsor of the tournament; Peak Milk, official sponsor of the Super Eagles, among many others.
BusinessWorld learnt that there were several experiential activations planned to latch onto the progress of the country’s national team in South Africa. Budgets for these run into several millions of naira.
At Bates Cosse, SO&U Saachi and Saachi, and other agencies handling these brands in Nigeria, anticipations that the Super Eagles would progress beyond the group stages necessitated the anticipatory campaign designs geared towards leveraging locally the global campaign theme for the World Cup tagged “Africa United.” Spaces and television advert slots, it was learnt, had been booked in key media houses across the nation in wait for a victory of the Super Eagles against the South Korea Republic, but they had to be cancelled when the Super Eagles recorded a 2-2 draw that left them at the bottom of their group.
The amount represents fees and sundry revenue for unexecuted but planned campaigns designed to leverage the progress of the country’s team at the just ended World Cup in South Africa. Millions of naira worth of campaigns were planned, complete with television commercials, print adverts and other experiential activations with expectations that Nigeria was going to make it through the group stages of the World Cup.
Key among advertisers that had to pull planned campaigns include Coca Cola Nigeria Limited, owners of the Coca Cola franchise in Nigeria; MTN, official sponsor of the tournament; Peak Milk, official sponsor of the Super Eagles, among many others.
BusinessWorld learnt that there were several experiential activations planned to latch onto the progress of the country’s national team in South Africa. Budgets for these run into several millions of naira.
At Bates Cosse, SO&U Saachi and Saachi, and other agencies handling these brands in Nigeria, anticipations that the Super Eagles would progress beyond the group stages necessitated the anticipatory campaign designs geared towards leveraging locally the global campaign theme for the World Cup tagged “Africa United.” Spaces and television advert slots, it was learnt, had been booked in key media houses across the nation in wait for a victory of the Super Eagles against the South Korea Republic, but they had to be cancelled when the Super Eagles recorded a 2-2 draw that left them at the bottom of their group.
