Experts rate new report high on in-depth media overview

Practitioners in the nation’s integrated marketing communications industry have  given MediaReach OMD, one of the nation’s media agencies, thumbs up for coming up with another edition of a media research-based book, Mediafacts, that  focuses on providing in-depth media overview.

Some of the areas that earned it stakeholders’ commendation include its  exhaustive coverage of  media consumption, ranking of broadcast stations and publications, media investment trends, top categories and advertisers, as well as demographic understanding of consumers.

Besides, analysts also believe the new book offers vital information and statistics about markets in terms of key facts and economic indicators, among other attributes and has been published annually since 2001.

“Over those years, the book has become reputable as the prime reference on media information in West and Central Africa, renowned as easily accessible and useful to all,” Maxwell Omotosho, a marketing communications expert, argued.

He believes the book presently constitutes  a key resource for marketing professionals in  some West and Central Africa countries, such as Nigeria, Ghana, Cameroon, Benin Republic, Burkina Faso, Cote d’Ivoire, Democratic Republic of the Congo, Gabon, Mali, Niger, Senegal, Togo, and The Gambia.

Others include: Liberia, Sierra Leone, Guinea, Guinea Bissau, Equatorial Guinea, Rwanda, Chad Republic, Mauritania, Congo Brazzaville, Central African Republic and Cape Verde.

Not a few, in the industry, also believe that the agency had, over the years,  continued to be a thought leader and pioneer of various initiatives at the industry level, including syndicated and proprietary researches.

For instance, last year, MediaReach OMD published a 10-year trends report to commemorate over a decade of its Mediafacts book.

With a presence in Nigeria, Ghana and Cameroon, the agency which started its operation in Nigeria 18 years ago has been consistently ranked first by Research Company Evaluating the Media Agency Industry (RECMA).

In February 2017, OMD Worldwide was awarded the “Most Creative and Innovative Network of the Year” for the 11th consecutive time by the Gunn Report for Media, which is the industry standard for evaluating media creativity, innovation and effectiveness.

“I believe one of the positives we are seeing here is that with the latest development, I think professionals and other stakeholders in the in the nation’s IMC industry will now be having  research-based data to work with. This is what we have been clamouring for in the past few years, and that is why I believe developments such as this

must be recognized,” argued Mr. Boladale Taylor, a Lagos-based marketing consultant, in a chat with Brands & Marketing.