• Tuesday, December 05, 2023
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Advertising agencies battle for UACN plum account


Major advertising agencies are perfecting strategies to clinch the juicy UACN corporate advertising account currently on review.

The multinational company had recently invited about 11 top advertising agencies to pitch for the account, which is in closed process. The number of the agencies had been scaled down after the first process, according to industry sources.

The earlier participating agencies include TBWA, Insight Communications, Bates-Cosse, Noah’s Ark, Brand Believers, IMS Advertising, SO & U Saatchi and Saatch, BBDO West Africa, Novel Potta Y&R, CreativeXone, and CentreSpread FCB.

The agencies participating in the pitch are keeping the contest close to themselves as it is not clear whether there is a consultant overseeing the process or the UACN management is undertaking the selection. It is also not clear whether the losers will be paid their participating pitching fees.

Final presentation by the selected agencies may hold this week as the diversified conglomerate, which has been in Nigeria since 1879 with operations in foods, paints, logistics and real estate, will later announce the winner who will assist to maintain the leading position of the company in the global market.

From a growth standpoint, the next few years will be very important to organisations as they search to associate with good creative and PR agencies for continuity in business. In Nigeria, more new products are introduced and companies who understand the competition are not leaving any stone unturned to prepare for challenges ahead.

Sources close to UACN say the account is reviewed every three years to enable the current agencies and some selected new agencies pitch for the UACN brands and showcase their capabilities (consumer insights, strategy and creativity). Currently, five agencies work for UACN across the group.

The company has been propelled by the vision to be number one in its chosen markets, providing exceptional value to its customers while its mission is to grow its top line at twice the rate of GDP growth in Nigeria at a blended EBIT profitability of 15 percent. UACN’s shared values – Customer Focus, Respect for the Individual, Integrity, Team Spirit, Innovation, and Openness and Communication – have been well-received and endorsed group-wide.” The company’s new strap line is “doing well.”

UACN’s business strategy consistently seeks sustainable growth and profitability. For the 12-month period, January to December 2010, its consolidated results showed turnover of N52.3 billion, with profit before taxation of N7 billion. Profit after taxation was N5.4 billion during the period.

Its brand profile is rich and varied, and includes Gala Sausage Roll, Gala Crunchies, Snaps, Funtime Coconut Chips, Supreme Ice Cream, Supreme Flavoured Milk, Delite Fruit Juice, Swan Natural Spring Water, Dulux, Grand Pure Soya Oil, Grand Groundnut Oil, Vital Poultry Feed, and Isuzu.

The Group is a leader in quick service restaurants (QSR) business and operates the popular Mr Bigg’s and Village Kitchen brands. The company’s dominance in the QSR segment has been further boosted with the presence of international QSR brands including Chicken Inn, Creamy Inn and Pizza Inn.

As a food-focused conglomerate, its growth strategy envisages the building of strong regional and international corporate partnerships in the bid to enhance sustainable growth and true business transformation. To this end, it has partnered Tiger Brands of South Africa to form a new company, UAC Foods Limited with Tiger Brands Limited holding 49 percent of the equity and UAC controlling 51 percent. The move involves the merging of UAC’s interests in snacks, dairies and water operations (UAC Foods, UAC Dairies and Spring Waters Nigeria Limited) to form one company – UAC Foods Limited, which has formally started operations with the inauguration of its board and management team. So far, UAC operates successful joint ventures in the automobile, hospitality, fast foods and paints businesses.


Stories by DANIEL OBI

Media Business Editor