In furtherance of its innovative ingenuity aimed at empowering brands across West & Central Africa, MediaReach OMD, yesterday in Lagos officially launched a OMD Consumer Intelligence (OMI) platform.
OCI is a unified platform that will allow brands and advertisers to gain access to real-time data and actionable intelligence, enabling them to make informed decisions, test advertising assets before they are launched, optimise campaigns and maximize ROI as never before.
The two in one event featured the unveiling of OCI alongside the company’s 25 year anniversary as a trailblazing organisation.
The event held at Marriot Hotel, Ikeja, Lagos, was celebrated amid glitz, glamour and splendor as it was also an assemblage of advertising icons, friends and partners of OMD.
Speaking during the unveiling event, Managing Director, (MD) Media Reach, Stephen Oluwatoyin Onaiv, noted that the launch symbolises the unweaving commitment of leading the change in the ever-evolving landscape of marketing.
His words: “Since inception, MediaReach OMD has consistently been a trailblazer, leading the evolution of media and advertising practices in Nigeria and across West and Central Africa. Our contributions have always gone beyond our growth, reflecting our enduring commitment to playing a visionary role in shaping the future of the industry.”
“Many years ago, we pioneered scientific, data-led media planning. We initiated and collaborated to set up the industry’s syndicated database, AMPS & Diaries, which led to the development of tools like MediaStar and Zplan. You will agree that these tools set new standards for transparency and accountability with the advertising and media planning landscape.”
He added: “As part of its continuous innovative moves, OMD also launched the renowned OMD Academy, a training ground that has shaped some of industry’s brightest stars & accomplished marketing executives who now serve not only in Nigeria but also globally.”
Onaiv further explained: “Our relentless spirit led us to play a significant role in the development-led national audience measurement project. Today more than two decades later, our culture of innovation remains the engine that drives our ambition, shaping how we work, how we deliver value to our clients, and how we continually fulfill our promise of aiding in making better decisions faster.”
“This culture has manifested in a revolutionary tool that merges our vast experience with the future of consumer intelligence. This tool is designed to bring you closer to your audience and help you unlock relevant and actionable insights with flexibility and speed. Above all, it embodies our continued promise to enable our esteemed clients to understand consumers better for maximum return on investment. This product is a result of over two years of hard work and investment in partnership with Geopoll, our trusted reach partner.”
Also, the keynote speaker, Rajat Kapur, Managing Director Henkel Nigeria,noted that the last couple of years have been challenging for Africa, especially Nigeria, and the more challenging it gets, the more relevant the need for information, need for data ,and the need to understand which consumers are we targeting, what are they willing to buy, how much are they willing to pay, and how can advertisers reach out to these consumers.
He added: “A lot of companies, a lot of people have taken a lot of strides in making sure consumer data is available. And I would really like to commend all those who make these data available, especially the OMD team, which in the past two and a half decades now, has been pioneering this field of making sure that data is available and shared, which equally helps companies like mine to plan and execute plans.”
The Henkel chief added that the initiative from OMD has made the agency become a pillar of inspiration, not only in the industry, but also in helping them to manage very difficult and demanding clients.
“Today, and I would like to commend the OMD team again, there is a bold and a very innovative new step, which is very broad. I think, as much as we appreciate OMD for making this bold step, I would really urge all of us to collaborate together to make sure that this venture lasts, he stressed”
Kapur explained that the essence of the OCI is to aid industrial revolution where data is the new goal, stressing, “Information and data is what makes money today and then in all of this, it is for us to take studies that one day will offer the new assessment tool. It is for us to leverage it. It is for us to harness the power it can bring to us, and also take it to the next step forward. It is a journey, but there are whole new steps being taken. Let’s empower our businesses with it. Let’s make sure that Nigeria, our country, is a data-driven country.”
The event was rounded off with the cutting of the anniversary cake amid banters and encomiums by attendees, to the Media Reach OMD family for its unique achievements since it came on board 25 years ago.
