RPM launches in West Africa
Wednesday July 9, 2014 at 2:10pm
Marketing communications agency RPM has launched a satellite operation in West Africa to service established and prospective clients who are investing heavily in the area in response to the region’s rapid economic growth. Based in Lagos, Nigeria’s biggest city, RPM’s West Africa division will offer marketing consultancy, campaign development, creative and design, brand activation, digital, social and mobile services. RPM will operate as a full service agency within Nigeria, and offer consultancy services to other markets within the wider region. The agency has already delivered a high-impact campaign in Nigeria for Johnnie Walker that went live at the end of 2013, the agency’s first end-to-end delivery project in the region. The aspirational Johnnie Walker event and VIP after-party gave consumers, celebrities and Formula 1 enthusiasts the chance to drive a Caparo with former F1 World Champion racing driver, Mika Häkkinen. The campaign delivered impressive results, generating over 85-million social media impressions. In addition to bringing F1 cars to Nigeria, RPM’s West African team has also recently created an above-the-line campaign for J&B for use across West Africa plus Diageo shopper toolkits for Uganda. These projects contributed to an initial turnover of over £1m over 12 months from African work, which cemented RPM’s decision to launch a dedicated team and network in the region. Initially, the operation will be led by a management team based at RPM’s London HQ headed by group managing director Dom Robertson and West Africa business director Rosa Chapman. However, the team is already expanding, especially through local hires. The regional offering’s main remit is to support local strategy and creative work, whilst enhancing executional delivery of live events by making sure standards are consistently high and deliver on campaign promises. In addition to working for Diageo, RPM West Africa is also in discussions with a world famous FMCG brand, African financial services and an exclusive chain of shopping malls. Dom Robertson, RPM’s MD, says: “Eighteen months ago, existing clients were asking for help in creating impactful marketing campaigns across the region and especially within Nigeria. This was the spark that developed into RPM West Africa. Nigeria is a very dynamic country with a highly entrepreneurial spirit. By working with best in class partners, we have no doubt we can deliver world class work.” RPM is an independent marketing communications agency. With clients including Diageo, E.ON, Heineken, Mondelez, M&S, Reebok and Sky.