Brand Research & Advertising - B.R.A

09/08/2024

29/07/2024

HAPPY ANNIVERSARY TO US!

Here's to 14 years of creativity, strategy, and results-driven advertising.

04/12/2023

PP, partnering with the Akwa Ibom State government on ARISE Agenda. We are a witness to the golden era in the state.

PRESS RELEASE

For Immediate Release: 20/09/2023.

NGO CHAMPIONS GOVERNOR UMOH ENO’S ARISE AGENDA

POLICY PLUS, a Non-Governmental Organisation (NGO), has announced it is extending its advocacy to the recently unveiled ARISE agenda of the Akwa Ibom State governor, Pastor Umo Eno; this effort will target communities of Akwa Ibom people resident at home and in the Diaspora.

The NGO which is a brainchild of Chief Maurice Ukpong, the CEO of Brand Research and Advertising (BRA), was registered in June 2023 as part of the 13th anniversary celebration of BRA, has identified correlations between the vision and goals of the NGO and the ARISE development plan of the Akwa Ibom state governor.

According to Chief Maurice Ukpong, the five-point agenda of ARISE which touches on repositioning agriculture, rural development, infrastructural maintenance and development, security management and high standard education, embody the vision and focus of Policy Plus.

He said the NGO seeks to be a conduit between mass-oriented policies of state governments and vulnerable populations of economically disadvantaged sections of the society living in rural Nigeria and in urban centers. He summarized the goals of Policy Plus to include:

To identify with state governments in Nigeria delivering mass grassroots-oriented policies and programmes by independently/collaboratively promoting such agendas.

To take practical steps to ensure that the vulnerable sections of the society are integrated effectively into policies and programmes of state governments targeted at that segment of the society.

To popularize such programmes as well as enlighten school children, youths and women on ways to participate, benefit as well as protect the projects/infrastructure provided by government for such programmes.

To bring to light issues plaguing communities and thus giving voice and impetus to the less privileged through workshops, seminars, engagement, media campaigns, etc

Furthermore, Chief Ukpong, who is also one of the frontline candidates for the office of the president of the Akwa Ibom State Community (AKISCOM), Lagos, vows to embark on encouraging the formation of ARISE clubs in Akwa Ibom communities around the country. Such clubs, he said, would provide the nucleus for the support of indigent Akwa Ibom people living away from the homes state, especially in the area of education of their children.

In conclusion, though Policy Plus is an organization with a national outlook, it has promptly found a pivot for its pioneer engagement in the laudable ARISE vision of governor Umo Eno for the economic and development agenda of the state, because of the agenda’s many parallels with the aspiration of the NGO which is to create an interface between government programmes and the lower economic classes.

Policy Plus is determined to ensure the programme gains widespread acceptance and the common man is onboard the ARISE boat, both to support and benefit from the gains.

Pst. Osborne Ntekim
Director of Media, Policy Plus.
20/09/2023.
Address. Magodo Phase 1, Lagos.
Phone: 08033321771

20/09/2023

PRESS RELEASE

For Immediate Release: 20/09/2023.

NGO CHAMPIONS GOVERNOR UMOH ENO’S ARISE AGENDA

POLICY PLUS, a Non-Governmental Organisation (NGO), has announced it is extending its advocacy to the recently unveiled ARISE agenda of the Akwa Ibom State governor, Pastor Umo Eno; this effort will target communities of Akwa Ibom people resident at home and in the Diaspora.

The NGO which is a brainchild of Chief Maurice Ukpong, the CEO of Brand Research and Advertising (BRA), was registered in June 2023 as part of the 13th anniversary celebration of BRA, has identified correlations between the vision and goals of the NGO and the ARISE development plan of the Akwa Ibom state governor.

According to Chief Maurice Ukpong, the five-point agenda of ARISE which touches on repositioning agriculture, rural development, infrastructural maintenance and development, security management and high standard education, embody the vision and focus of Policy Plus.

He said the NGO seeks to be a conduit between mass-oriented policies of state governments and vulnerable populations of economically disadvantaged sections of the society living in rural Nigeria and in urban centers. He summarized the goals of Policy Plus to include:

To identify with state governments in Nigeria delivering mass grassroots-oriented policies and programmes by independently/collaboratively promoting such agendas.

To take practical steps to ensure that the vulnerable sections of the society are integrated effectively into policies and programmes of state governments targeted at that segment of the society.

To popularize such programmes as well as enlighten school children, youths and women on ways to participate, benefit as well as protect the projects/infrastructure provided by government for such programmes.

To bring to light issues plaguing communities and thus giving voice and impetus to the less privileged through workshops, seminars, engagement, media campaigns, etc

Furthermore, Chief Ukpong, who is also one of the frontline candidates for the office of the president of the Akwa Ibom State Community (AKISCOM), Lagos, vows to embark on encouraging the formation of ARISE clubs in Akwa Ibom communities around the country. Such clubs, he said, would provide the nucleus for the support of indigent Akwa Ibom people living away from the homes state, especially in the area of education of their children.

In conclusion, though Policy Plus is an organization with a national outlook, it has promptly found a pivot for its pioneer engagement in the laudable ARISE vision of governor Umo Eno for the economic and development agenda of the state, because of the agenda’s many parallels with the aspiration of the NGO which is to create an interface between government programmes and the lower economic classes.

Policy Plus is determined to ensure the programme gains widespread acceptance and the common man is onboard the ARISE boat, both to support and benefit from the gains.

Pst. Osborne Ntekim
Director of Media, Policy Plus.
20/09/2023.
Address. Magodo Phase 1, Lagos.
Phone: 08033321771

14/10/2022

Congratulations PeacePaix Events & Hotels for opening for Business.

14/10/2022

Building Great

28/01/2021

Starting out 2021 with grateful hearts in the house.

11/07/2020

ANNIVERSARY INTERVIEW.Concluding Part

2. How has the agency impacted its clients in the last 10 years?

CEO: Our relationship has been mutually beneficial. We have impacted positively on our clients and they have also done so to us. To have gone this far is a testimony to fact that overall, we have added value to our clients business and positively impacted their bottom line. All clients need result. No room for story telling. You must overtly and consistently be seen to have done so to worth next brief, talk less of the business. We are grateful to them (our past and present clients) for giving us the opportunity to prove ourselves as reliable Integrated Marketing Communication firm in the market to deal with.

3. Let's talk about pre çovid era before we get to the COVID-19. How would you describe the industry in the last 10 years?

CEO: The industry, prior to the current global Pandemic can be described as less active in terms of volume of Advertising business. Over the years, Marketing budget has been on free fall since the 2008 global recession. Apart from clients cutting Marketing budget, the industry witnessed a very disturbing trend of big Advertisers setting up in-house agency in their offices to do most jobs that were traditionally handled by Advertising agencies. This development did not only affect agencies bottom line, but also has negative effect on quality of staff in Ad agencies. Clients were poaching experienced agency practitioners to work in their in-house advertising shop.

The development was made worse when the regulatory Authority; Advertising Practitioners Council of Nigeria ( APCON) started licensing Corporate Members. A policy which has contributed immensely to near collapse of Agency practice in Nigeria. Today, all manners of corporate practitioners exist and this is not helping the traditional agency practice to thrive as it used to be fifteen -twenty years ago.

So, the global pandemic is literally putting the final nail in the coffin. If this is allowed to continue, the Nation stands the risk of lossing GDP from this sector of the creative industry and exacerbate unemployment.

4. Which campaign is more memorable for the agency and what made so?

CEO: The DHL Express consumer promotion in 2010-2011. It was targeted at cash and corporate customers. Why so? It was our first pitch and we won. That campaign was very succesful to the extend that it let to all members of a prestigious social Club in Ikeja, Lagos, being given _DHL Club Card_ that entitled members of the club to send parcel at a discount.

5. The most challenging project in the last 10 years?

CEO: The most challenging project was the work we did for Shalina Healthcare in Nigeria and Ghana. The Ghana leg was more challenging because, we had to use a Nigerian Voice Over artiste that must sound like a typical Ghanaian accent. It was not only challenging but interesting.

6. How is your agency preparing for the post COVID-19?

CEO: The Pandemic has changed everything. We now have new normal. We are already compliant. Post Covid-19 will see us doing the new normal. I recall having to present a pitch virtually to a client in Dubai and Nigeria offices at the same time. And that was during this pandemic.

7. You crossed from core research to advertising, how has this help you settled in and run a successful business?

CEO: Market Research and Advertising functions in the past used to be handled by Advertising agencies in other climes. But in Nigeria, it is separate. While market research was and still critical resource needed in-house by Advertising Agencies, this capability is rare in most Ad Agencies till date.

It was the need to fill this gab that brought me into Advertising. I left as a Research Executive in a Market Research firm, arguably refers to as "University of Market Researchers" by industry stakeholders, to join an Ad agency as Senior Manager, Research & Strategy in 2001.

Has this move help me to run a succesful Advertising Business?

The answer is emphatic yes. With all humility, we are the only or few Ad agencies in Nigeria that CEO has robust experience and capability in market research. And this has continued to remain one of our unique points of difference in the market. We are data and insight driven in everything we do for our clients. Our slogan from inception has been and will continue to be _research before advertising_

8. In the last 10 years, kindly look at the clients BRA has worked for/with as the case me be

CEO: In the course of the interview, i have mentioned some. Others are 9-Mobile (Staff Corporative), GMT Nigeria Limited, Leventis Snacks, Federal Ministry of Lands & Housing, Eleganza Industries (Sparkle & Crystal), Bertola Machine Tools Limited, Laurel Electricals, amongst others. We will continue to remain eternally grateful to them.

9. What are the company goals for the next 10?

CEO: By His grace, the next 10 years will see us expanding into Food Processing and Hospitality industries and completion of BRA House, BRA Group Headquarters in Magboro, Ogun State, Nigeria.

10/07/2020

ANNIVERSARY INTERVIEW:

We bring you below, excerpt of interview by a Lagos based journalist; Goddie Ofose with our MD/CEO; Mr. Maurice Ukpong on 10 Anniversary of our Agency and other issues.

1. BRA is 10 this year.... What are the lessons, challenges and impact of the brand in the industry?

CEO: To God be the glory. We are 10 years in operation this year. Precisely, we started full operations on 30th July, 2010. The date is very significant in my life. My birthday coincidentally is also 30th July. For me and indeed my family, BRA was our birthday gift to the world, particularly Nigeria.

In the last 10 years, we have had the blessing of working for globally recognised brands. We are indeed very grateful to some of our pioneer clients. Some of them are DHL International Ltd, DHL Global Forwarding, Mega Lifesciences, Shalina Healthcare Ltd, MDS Logistics, Colours in Africa, Coleman Wires & Cables, Vista International, Artemetis (formally Sewell) Pharmaceuticals; Campari (Brian Munreo) amongst others.

BRA have had her share of challenges that come with start-ups and and those associated with a decade old companies. In our Industry, Integrated Marketing Communication, one major challenge of a start-up which we had to face from day one was being invited to pitch for a global advertising business against established agencies, with financial muscles. Then, going for pitch was so tough and competitive that apart from requiring good and experienced hands, which start-ups hardly afford, you needed enough money to invest in hiring a "Pitch Doctor" to help supplement for experience in some department such as Market Research, Strategic Planning which a young agency can rarely afford.

In some cases established agencies would invest additional funds in Production of commercial to playback during pitch presentation. This practise is still common till today. We had no such money. But we won our very first competitive pitch that had four big agencies presenting. That was the beginning of our ten years journey.

This was one lesson we learnt fast. But we also learnt that money alone cannot win a pitch. To win a business pitch what is more important is surrounding yourself with good staff with right attitude.

Looking back, BRA has been able to impact significantly in building brand equity of well know global and local brands in Nigeria and West Africa sub region across Fast Moving Consumer Goods (FMCG) and service sectors.

To be continued...

Mr Ukpong is a Fellow of Institute of Direct Marketing of Nigeria, member, Nigeria Market Research Association (NIMRA), Pan African Media Research Organisation (PAMRO), as well as Advertising Practitioners Council of Nigeria (APCON).

09/07/2020