Week 3: The Development of

Advertising Agencies in Nigeria

 Advertising agencies, though not known by that name at the
time, began to emerge in various parts of the world during the
second quarter of the 19th century. In the United States, Volney
Palmer of Philadelphia is credited with pioneering the practice of selling
newspaper advertising space to prospective clients in 1841. Palmer
acted as a middleman, purchasing space from newspaper publishers and
then reselling it to advertisers. While he received his commission from
the newspapers, he also offered additional services to his clients. Palmer
assisted individuals and companies in crafting the advertising copy that
would be placed in the publications.
 Over time, Palmer's services expanded to such an extent that he
was more accurately described as an advertising agent rather
than a press agent. This marked a significant shift in the industry, as
it established the role of intermediaries who specialized in connecting
advertisers with media outlets and providing comprehensive advertising
solutions.
Development of Ad Agencies in
Nigeria
 The establishment of advertising agencies in Nigeria was influenced by the British colonial era.
As Nigeria's economy modernized, there was a growing need for more advanced commercial
practices. This led to the creation of West Africa Publicity Ltd., the first advertising agency in
West Africa, in 1929. The agency was established in Lagos, Nigeria, and had its headquarters in
London.
 The early advertising efforts of WAP Ltd focused on reaching both European settlers and the local
African population, although the majority of Africans were illiterate at the time. The agency used
a variety of media, including outdoor posters, newspapers, and pamphlets, to communicate their
messages. Posters were placed in various locations, including railway stations, post offices,
markets, and public buildings. Pamphlets and press advertisements were also created, with the
creative work often prepared in London.
 The agency worked with major clients, including the United Africa Company (UAC), a leading
regional commercial enterprise, and several international companies that relied on UAC to
distribute their products in West Africa.
 The agency was initially staffed primarily by Europeans, but this began to change in the late
1950s as it started hiring and developing Nigerian talent. One of the first Nigerians to join
the agency was Erhabor Emokpae, a versatile artist who had worked with the Ministry of
Information. In 1960, he joined the agency as an assistant manager, working under R.E.
Browne. Emokpae quickly rose through the ranks, becoming the agency's Creative Director
in 1974. His work had a significant impact on the development of creative arts in Nigeria.
 The agency's early Nigerian talent included Ifechukwu Sylvester Moemeka, who joined as a
graduate trainee in client service in 1962. His impressive performance and experience
working with expatriates led to his advancement to executive management and, eventually,
becoming the first Nigerian managing director and chairman.
 In 1963, Banjo Solaruwas along with Eldred Fiberisima, were engaged by the angency as
the first Nigerian copywriters and they pioneered radio commercials production using
Nigerian idioms. Solaru later founded his own advertising agency, Adsell Ltd. Ted Mukoro,
a multi-talented individual, joined the agency as a radio/television producer but later
transitioned to copywriting, becoming the Creative Director of Lintas before retiring.
 Martin Adeleye, a pioneer in mechanical and print production, worked under Pat Pettican
and influenced the development of executives in this area. Remi Adeoye, who later became
Iba Adeoye, was an early manager employed by WAP Ltd and pioneered the media planning
and buying function.
 The West African Publicity Ltd (WAP Ltd) played a crucial role in nurturing talent for the
Nigerian advertising industry. As I.S. Moemeka (1996) noted, many prominent figures in
Nigerian advertising had passed through WAP Ltd. This list includes:
 Olu Falomo, Chris Doghudje, Segun Ogunbunmi, Mac Ovbiagele, Steve Omojafor, Akin
Davies, Allan Olabode, Tunde Adelaja, Victor Abiodun, Billy Lawson, Farouk Solola,
Mike Onuorah, Stephen-John Omole, Austin Onwudimegwu, John Oduah, Hortens Oke,
Steve Laoye, H. A. Olamuyiwa, Kunle Agboluaje, Julian Dalmedia, Willie Oyegun, H.B.
Lawal, C. O. Okwechime, Obi Nwagbara, Don Opurozor, Cletus Nwigwe, Lolu
Ajinwunmi.
 These individuals contributed significantly to the growth and development of the Nigerian
advertising industry.
 In 1964, WAP Ltd expanded its client base beyond the UAC and its subsidiaries. This growth
led to a name change to Lintas, which stood for Lever International Advertising Service.
Lintas Nigeria Ltd was subsequently incorporated in Nigeria.
 The 1972 Indigenization Law prompted UAC to sell its shares in Lintas to the Nigerian
management team. I.S. Moemeka became the first Nigerian chairman of the board and
managing director, marking a significant milestone in the company's evolution.
 The influx of companies into Nigeria led to the creation of advertising agencies. Graham
Gillies in 1957 was the first, followed by Horniblow Cox Freeman, S. H. Benson (which later
became (Ogilvy, Benson and Mother, OBM), Admark, and Grant Advertising. These agencies
were initially run by foreigners but eventually became Nigerian-owned due to the
Indigenization Law.
 In the 1970s, the leading advertising agencies in Nigeria were Lintas, OBM, and Grant. Many
early Nigerian advertising professionals began their careers at these companies. Many of them
had previously worked in radio or television broadcasting. Notable figures include Kehinde
Adeosun (founder of Promoserve), Femi Adeniyi-Williams (managing director of OBM), Mac
Ovbiagele (founder of Macsell Advertising), Bruce Ovbiagele (founder of Broyon), Biodun
Shobanjo (founder of Insight Communications and The Troyka Group), Dele Adetiba and
Kelvin Amaechi (managing directors of Lintas at various times), Kofo Akerele Bucknor
( former deputy governor of Lagos State), and Victor Johnson (managing director of MC&A).
 Around the same time, Nigerian entrepreneurs started their own advertising companies. These
included Olu Adekoya Press Agency, Publicity Services of Nigeria (PSN), Adsell, ROD
Publicity, and RAP. By 1973, there were about fifteen advertising agencies in the newly formed
Association of Advertising Practitioners in Nigeria (AAPN). Many of these agencies were
started by young Nigerians who had joined the advertising industry in the 1960s and had gained
experience in different areas of the field.
 By the early 1980s, Nigerian advertising agencies were doing well and competing with older,
foreign-owned companies. Many Nigerian-owned agencies had been successful, like Rosabel,
Goldmark, Pal Advertising (later Palcomms), Sunrise Advertising, Sunbeam, Adwork, MAAN
Ltd, LTC, and others. These agencies were started by Nigerian entrepreneurs like Biodun
Shobanjo, Obi Nwagbara, Ayo Owoborode, Mat Nzeribe, Babtunde Alli, Niyi Alonge, George
Nnadi, and BK Lawson & Bola Thomas.
 Except for MAAN Ltd in Enugu, all the advertising agencies mentioned were located in Lagos,
which was and still is Nigeria's and West Africa's commercial and industrial center. But soon
after or at the same time, advertising agencies started in other parts of Nigeria. Some of the first
and larger ones outside Lagos were Mahassa in Kano (founded by Hassan Mahmood), Adpure
Ltd. in Jos (founded by Solomon Ewuga and Enoch Anzaku), Dawn Functions Nigeria Ltd in
Enugu (founded by Okey Nwandinobi and Tayo Adenaike), Reads and Mark Ltd in Enugu
(founded by Willy Nnorom and Enyi Odigbo), and Crystal Functions in Aba (founded by
George Muoghalu).
 These second-generation agencies are known for significantly impacting the development
of advertising in Nigeria. Lanre Adisa says that this generation of practitioners made a
lasting impression on the industry. They understood Nigeria well and were very ambitious.
They introduced the Integrated Marketing Communications (IMC) concept and created
specialized agencies for PR, media, and other areas. They were also adventurous and often
affiliated their agencies with international networks, sometimes switching between
different networks to meet their business needs.
 Nigeria had its own advertising production facilities capable of producing high-quality
work. However, post-production and complex shooting were frequently handled abroad. In
some instances, foreign crews were brought to Nigeria to reduce costs.
 During the time of WAP Ltd, advertising agencies in Nigeria operated similarly to those in
Europe, taking full responsibility for their clients' businesses. Clients relied on and trusted
these agencies to choose and manage relationships with suppliers, not engaging directly
with any third parties the agency worked with. Clients were content to give the agency this
authority, which the agencies respected by fulfilling their responsibilities effectively.
 The 1990s saw a significant increase in the number of advertising agencies in the country. This
growth led to a shortage of qualified advertising professionals, as many agencies resorted to
hiring staff from the established, older agencies. These older agencies struggled to train new
advertising practitioners to meet the growing demand.
 The leading advertising agencies of the 1990s, often referred to as the third-generation agencies,
included STB McCann, MC & A, SO & U, DDB Lagos, and Prima Garnet. These agencies were
known for their exceptional creative work, though their development was influenced by the
business strategies of the previous generation of agencies.
 As employees moved into higher positions within and outside the agencies, their replacements
often lacked the experience and exposure of their predecessors. This led to a decline in work
ethic, discipline, integrity, and other agency values, reflecting the general decline in standards
across the country. As a result, agencies gradually lost their traditional authority over creative
processes and procedures, with clients assuming greater control.
 In the late 2000s, a new wave of advertising agencies began to appear. These agencies were often
started by creative individuals rather than those with a background in client services. They were
independent, meaning they weren't part of the larger global advertising networks. Examples of
agencies from this group include Noah's Ark, X3M Ideas, Etu Odi, Yellow Brick Road, Verdant
Zeal, Fuel Communication, and others.