Nigerian brands take to the global stage

The phrase “the CNN effect” emerged in the late 20th century as CNN began to play an important role in influencing and informing global public opinion about seismic world events and the development and emergence of different countries, cultures and regions. It’s a phenomenon that continues today, and last week I once again saw “the CNN effect” for myself as the people and businesses of Nigeria welcomed me and my colleagues – including the inimitable Richard Quest – and came to us to tell their stories to the world.
Throughout the week, Richard filmed his popular travel show Business Traveller, presented Quest Means Business and Quest Express live from Lagos, and reported on the resurgent Nigerian economy. He also rung the closing bell of the Nigerian Stock Exchange, took to social media (where #RichardQuestinNigeria trended over several days), and his stories from Nigeria were widely read, watched and shared on CNN Digital.
This was the Quest effect, the CNN effect… but most importantly the Nigeria effect. In my position leading CNN’s commercial activities in Africa and other regions across EMEA, it was a privilege to once again hear first-hand from Nigeria’s business leaders and influencers about their views on the global economy and Africa’s role within it.
During a series of events and meetings that we held throughout the week, the strengths and challenges of Africa’s largest economy were clear. There are important stories to tell – about innovation, industry and ideas – from major brands such as Dangote Industries, Globacom, Zenith Bank, Access Bank and others through to exciting start-ups and disruptors. The wider concept of “Africa Rising” was also discussed as an important part of Nigeria’s own country branding to build its reputation and generate further foreign direct investment.
This week of special coverage and on-the-ground activity was just the latest chapter in CNN’s relationship with Nigeria. For many years now, Nigerian brands have taken to the global stage both through interviews with CNN anchors such as Richard, but also through strategic advertising campaigns. They have realised the value of being closely associated with the window that is given to Africa through long-running shows such as Inside Africa, African Voices and CNN Marketplace Africa.
And as the world of advertising and communications changes at lightning pace, I see Nigerian brands leading the charge. CEOs and marketers at Nigeria’s most successful international companies recognise the brand-building made possible by long-term pan-regional advertising campaigns that reach audiences at scale. But they are also working with media partners to exploit the granular depth and audience targeting and engagement made possible through digital, mobile and social campaigns. The benefit of combining linear and digital media is that it reinforces a message amongst core audiences and enables brands to broaden their reach. We also had exciting discussions around content, data and livestreaming, showing the new trends taking root in the market.
Many buzzwords arrive and disappear in the global media industry, but quality content, clever strategy and relevant context remain central. For an organisation like CNN it’s important that our commercial partners share these same values and strive for innovation. This was certainly in abundance in everything that I saw during my time in Lagos and we look forward to starting new chapters and telling new stories to the world with our Nigerian partners.

Cathy Ibal, vice president, CNN International Commercial