Sydney 2000 Olympic Games – Asset Marketing

Client: Optima Ports Marketing Int’l Ltd [OSMi]

Job: Marketing of the TV Rights to the Sydney 2000 Olympic games.

Problem(s): To maximize the value of Sporting Rights asset for a brand new entrant involved:

  • Creating a value addition chain, i.e. how do sponsors maximize their spend?
  • Create sufficient ”eyeballs” given the time differential between Sydney and Lagos…

These started with:

  • Creation of a GwCL unit within OSMi that handled Strategy and planning…
  • Asset valuation – breaking down the multi-event’s transmission into marketable chunks
  • Setup of a Marketing System – recruit – train – manage advert window sales force in 8 months!
  • Guided client through negotiations with the networks!
  • Designed schedules on a dedicated 24-hour channel for a 3-week multi-sports event.

Results:

  • 1st transmission of a privately held multi-sports Rights Asset in the Nigerian market space.
  • Pioneers of Public – Private multi-network syndication.
  • Client 1 sub-regional Sports Asset marketing firms
  • Exceeded Rights Valuation targets by an average of 22.5% across all sports.,

The MB Place – Brand Management

Client: MB Automobile Services Ltd  – The MB Place

Job: Creating a new sub-brand, The MB Place – an exclusive Mercedes-Benz sub-dealership.

Problem(s):

  • Creating a new brand identity for a dealership subsumed by its global marquee franchise.
  • Create identity capable of attracting other luxury, con-competing marquee franchises.
  • Print-focused campaign that adhered Mercedes-Benz global layout formats but contextualized the copy.
  • Adverts started a 10+ years “conversation” with owners of the brand’s cars – alluding to local issues…
  • Supported with branded promotions, i.e. polo tournaments, fashion shows and art exhibitions – especially branded marketing collaterals.

Results: 

  • 15+ years account management relationship!
  • Client became ECOWAS sub-regional distributor 1 for Mercedes passenger cars.
  • Eventually became General Distributor for Nigeria which is 65% of sub-region’s vehicle market for all Daimler – Benz AG vehicles…
  • Acquired other luxury marquees, such as,
    • Bang & Olufsen – renowned Danish AV systems marquee.
    • Sapporiti s.a. – Milan’s famous light fittings design studio.
    • TechnoGym s.a. – luxury Italian exercise machines.

Assignments: Creation of media campaigns, in traditional media, for a specialist Distributor and workshop of Daimler-Benz passenger vehicles…
1. Due to country-specific regulations, this afforded need for local creation of materials, strictly guided by brand’s Style guidelines in copy and layout!
2. Led to creation of award-winning press ads over 10-year period
3. Management of numerous product launches (C/M/A-Class vehicles)
4. Branded “Special Event” promotions, i.e. sponsorship of Fashion Shows, Polo tournaments, Art exhibitions, etc.

Football, Football TV Show (1996 – 2002) – Content Creation

Client: Greenworld Communications Ltd

Job: Program Content development  – “Football, Football” (1996 – 2002)

Problem(s): Creating a new program concept involved:

  • Content material Rights acquisition
  • Production costs beyond budget
  • Distribution/syndication of material
  • Creation of Agency/advertiser awareness

These range from:

  • Scripting, recording, editing and even presentation of in-house researched Free-To-Air channel-sourced materials.
  • Network – content provider income split distribution arrangement.
  • Direct marketing to media contractors of agency networks.

Result(s):

  • Pioneered soccer analysis chat show genre in Nigeria – pre-dating DirectSat TV’s EPL offerings!
  • Innovated numerous advert windows to categories of sponsors by mixing AV and CG graphics on presentations.
  • Syndicated on a mix multiple public and private terrestrial channels.