“Thanks to globalisation, our world has become a global village. We view it as one marketplace in which borders are shrinking and solutions are becoming more democratized,” says Tunji Olugbodi, Executive Vice Chairman, Verdant Zeal.
Verdant Zeal is a solution provider at the marcus evans CMO Middle East Summit 2015, taking place in Dubai, UAE, 22 – 23 November.
How does Verdant Zeal differ from conventional advertising agencies?
Conventional agencies typically wait to receive projects and when they get them, they provide either above the line or below the line solutions. Verdant Zeal differs because we are a through the line agency. We go out and search for projects by looking for gaps that need to be filled, and opportunities that need to be taken advantage of. We provide solutions to problems potential clients were not even aware of.
What makes a strong or effective marketing campaign?
As relevant as socioeconomic classifications are, there is a growing demand to understand consumer behaviour based on their motivations and interests, rather than by their disposable income. Great marketing campaigns have proven that understanding what drives consumers is the key to winning their hearts. Therefore to be effective, marketers must pay attention to trends and habits, product or service gaps, reviews and unsolicited feedback. These are the insights that drive communication.
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Culture also plays a huge role in creating effective communication. Today, culture has transcended geographical territories. For example football has emerged as a global culture where strangers become friends because they support the same team. This fusion of interest affects the way they dress on match days, how they speak to each other and which player they are obsessed with. So finding common grounds such as interest, passion, dissatisfactions and aspirations is key.
Globalisation, powered by technology and increased access to internet continues to play a huge role in how information travels. Mobile applications and hash tags now allow consumers to have a more active role in determining how they want to be engaged. We live in the age of conversation and every campaign must find ways to get feedback from its customers through technology.
Why is Verdant Zeal looking into entering the Middle East market?
Since our company was founded eight years ago, we have created value within Nigeria and strategic markets in West Africa. We have used our unique brand of ingenuity to place struggling brands into premium positions in their respective industries.
In a global economy, great ideas must be exported for greater success. That is why we are adjusting our strategy to provide value to multiple markets. Since our focus is on emerging markets with high growth potentials, we see opportunity in creating partnerships across the world for sustainable investment potential and increased value for all.
Source: www.marcusevans.com
