We create unique synergy between brands and Nollywood, says Fijabi, Principal Partner, Brooks + Blake

Posted on September 21, 2014 by Marketing Edge

BROOKS + BLAKE IS AN independent perception management and consulting firm with services aimed at providing effective communication solutions which illustrates client’s value proposition to stakeholders. Recently, the agency took up opportunities available for brands to leverage on the bustling entertainment sector, particularly Nollywood in the belief that the sector is loaded with unique marketing opportunities. In this interview, the agency’s Principal Partner, Mr. Sola Fijabi, reveals that discerning clients are already tapping into the opportunities PR can offer in the entertainment sector. Excerpts:
Brooks + Blake recently introduced a platform for brands to tap into marketing potential in Nollywood. What is this platform offering?
Marketing is evolving and the terrain is getting more challenging. Brands are continuously seeking avenues to explore and get across to their consumers. As a way of tapping into these potentialities, we have enhanced competencies to build a platform for brands to leverage advertising and PR opportunities in Nollywood. The platform is offering every discerning brand a unique opportunity to get across to millions of Nollywood audience across Nigeria and indeed the world without so much ado. That also dovetails into other parts of marketing, PR that we do, that is perception management.
Can you please explain what this platform is all about, what does it really do?    
We are not movie producers, we do not produce movies. The platform is a structure that allows for accountability, good media planning and brand visibility for discerning clients who want to explore opportunities provided by these movies to connect with their target audience. Not only that, the structure allows for the ability to evaluate and measure whatever investment any advertiser puts into Nollywood.
What really inspired this? Was it simply to expand the market frontiers or to take advantage of the planned digitalisation?
It is a mix of both; the opportunity that was in the market in line with our competences of being a publicity agent. The movie industry needed something like this, so as to make some money and be able to absorb the shock of piracy. On the other part is digitalisation which is going to change the face of advertising in Nigeria. So we can help the client prepare for situations like this.
How are you able to leverage on your PR competence to market the Nollywood platform?
PR among other things is about publicity. We have the clients and our job is to create publicity avenues for them. On the other hand, we have astute movie producers who want to create publicity for their movies and at the same time to make some money because there are opportunities for brands to advertise in their movies. Now we sit in the middle and tell the client that there is an opportunity here and whatever challenges you have with evaluation and return on investment, we can set up a platform to do that; which is what we have done and the client is happy for the mileage while the movie producer too is happy for getting some revenue hitherto seemed impossible.

Sola Fijabi, Principal Partner, Brooks + Blake

More so, as perception managers, we scrutinize the kind of movies our clients associate with. We try to avoid controversial story lines but instead look for quality productions with rich content that will positively project the brands.
How do you measure exposure for brands on this platform?
For us, measurement is very scientific because we believe client should get value for their investment no matter how big or small. Measurement could also be based on the number of people who are able to see their products, using apparatus that cuts across audiences at the film premiere; TV viewership; print media readership; actual DVD sales among others.
More so, we work with averages and verifiable data. If you watch some TV stations, you’ll still see some movies shot 10 years ago. So imagine if your brand was in that movie; it means that 10 years on, you will still get that visibility.
How do you ensure viewers are not bored by brands’ advert in these movies?
If two persons need something, they have to come together and reason. That explains the relationship between the movie producers and the brands; a relationship we mediate. The income from this platform actually comes handy for the movie producers to make very entertaining movies. To avoid boring the viewers, we have an understanding with the movie producers on the number and interval of adverts in the films. We are mindful of the attention span of an average viewer exposed to an advert so we keep it short and simple but very strategic to ensure that on both sides, we achieve our goal.
Who are your partners on this initiative?
We have partnered with the Coalition of Nollywood Guilds and Association (CONGA) an organization positioned to chart a course for the collective good of the industry. On our part, we saw an opportunity to contribute to the growth in the industry, vis-à-vis brands we represent. Our relationship with CONGA helps us get relevant information necessary in working with the right individuals and selecting the right movies the meet up with the required standard for this kind of platform.
Apart from CONGA, are you in any partnership with an international body?
Presently we are not in partnership with any international body. We are currently working within Nollywood, proudly Nigerian.
How do you handle issues of sub-standard movies in Nollywood?
Nollywood storylines are so unique and interesting. If you try to change them, you might lose out because they are original, culturally relevant and factual. While not celebrating mediocrity, if you try to overtly compare the Nollywood movies to those produced in the Western world, you might lose the concept of originality in these films; it is this originality that has positioned Nollywood in the minds of national and international audience today. So, we have to situate our critique. We have seen fantastic films with distinct story lines produced in Nollywood, but, we agree totally that there are more areas for improvement.
How do you address the issue of piracy on this platform?
Piracy in this instance has many phases. Piracy doesn’t affect the client because the more of such movies they feature in the more mileage they get. However, our platform helps movie makers to minimize their exposure to loss of revenue as a result of piracy. If 50 per cent of the movie on sale is done by pirates, there should be no loss of income because the remuneration you get from clients advertising in your movie in one form or the other, will never get to pirates. That guaranteed income is what our platform provides.
How have brand custodians responded to your offering?
Some multinationals like Promasidor, GlaxoSmithkline and Guinness have partnered with us on this platform through their brands. The platform is quite new so others are still considering it. We have had presentations and quite a number of brands have indicated their interest to come on board. Our doors are open and the platform is big to accommodate as many brands as possible.
What are your expectations for the platform in the next five years?
We expect that it would have become a core competence in itself in five years with a better structure, better measurement tools, better movies because people will be getting paid for their creativity.
Looking at all these developments, especially digitalization, in what direction do you think marketing communications is going?
Marketing communications is evolving daily. The industry in Nigeria has moved considerably faster than one can imagine. Companies are springing up with great ideas so you cannot just afford to slip up because you may only be as good as your last activation.
With convergence of technology, the barriers have been blurred between creativity and mediocrity so players in the industry are shaping up. We in Brooks and Blake are looking towards this direction and that is why we are constantly building up competences to absolve these dramatic and dynamic changes.

[CULLED FROM MARKETING EDGE MAGAZINE]