Chain Reactions makes strategic repositioning with 4G model

Chain Reactions Nigeria, one of Nigeria’s foremost PR and Integrated Consulting firms, has made a major re-design of its business architecture in line with global industry trends to enable it strengthen the delivery of best-in-class professional services.
The managing director and chief strategist, Israel Jaiye Opayemi, in a statement, disclosed that the repositioning is a proactive response to changes within the business, technology and media landscape.
Opayemi further said that the re-engineering process took about two years to complete and it involved engaging the services of a reputable firm of seasoned HR Consultants with International exposure, to re-position the business in line with global trends. “The first thing we did was to shut down what used to be our client service arm and convert it to a Strategy and Business Group populated by business analysts, strategists, pop culture specialists, trends analysts, research analysts, experiential specialists and so on,” he said.
He explained that under the new business model, it takes more than having the traditional skills for any executive who desires to work in Chain Reactions to do “client service”. His words: “you must be able to crunch data and draw meaningful insights that will guide a client. So for us in Chain Reactions, going forward, the minimum any client-interfacing Executive of any rank must be is an Analyst. Every client-interfacing executive must be a data analyst or data miner. We are putting this at the very heart of our business.”
He said another component of the new business model is the redesign of what used to be media department to content and creative department, where message development, message management, content development, copying writing, creative design, video production, earned media and paid media are dealt with.
The third arm of the business also restructured is the digital arm which is now restructured into what is called data and digital group people by data analysts, infographic specialists, online community specialists, online reputation managers and content marketing specialists under the headship of consultant on New and Emerging Media.
“This is also where our creative technologists who will deal with App development and other mobile solutions will function. So, again you can see the importance we have placed on big data,” he assured.
Opayemi also disclosed that the firm has reorganised its Finance and Administrative department into Finance and Strategic Planning group. That arm of the firm deals with resource allocation, resource management, operations, priority management, and team welfare management as its HR Unit is domiciled here. He further clarified that one of the most important responsibilities of this group is what the firm has dubbed “outcome management”, saying, “This is how we now do self-assessment. A client has paid us to deliver XYZ as value, these guys check to ensure that we just don’t deliver that but we exceed it. This is piggybacked by a Consultant whose job involves planning and integration. He is the connector within our system who ensures the qualitative inputs from strategy, digital, content and creative- all come when they are needed so we can deliver the value we have promised to clients. Our clients are in for a better deal with our new 4G model.”

Daniel Obi