MTN: Senate Allegation of Illegal Fund Repatriation

SITUATION

Sometime in  2016, MTN Nigeria (MTN)  was  accused by the Senate of improperly repatriated funds from Nigeria  to the tune of $13.9 billion  in violation of the Foreign Exchange Act. Consequently,  representatives of MTN were summoned by  the Senate Committee on Banking Insurance and other Financial Institutions to a public hearing. The issue potentially placed MTN in a position where it was seen as working against  the interest of Nigeria  and contributing to the economic woes of the country.

TASK

C&F Porter Novelli was retained to design and implement a communications programme to manage the crisis.

APPROACH

The programme  ran on various tracks. These included expanding  the existing bucket of  credible  influencers to drive discussion on relevant media platforms focusing on  the implications   of the  actions against a major example of  FDI in Nigeria; leading  the conversation across relevant media targeted at policy makers on how sustained attacks will affect MTN, and by extension its ecosystem which greatly benefits the economy; and showcasing  how MTN/ICT infrastructure supports various critical sectors of the economy  from an infrastructural and service perspective.  Other aspects were enlisting the support of  influential pressure groups  to highlight  MTN’s contributions to the economy ; and  a focused and direct engagement with the government; the legislature in particular with emphasis on the relevant committees.

RESULT

Public opinion shifted in favour of MTN largely as a result of the engagement of the media and the efforts of commentators and  influential pressure groups. The Investigation did not lead to an indictment

Etisalat Nigeria: Launching the Preferred Alternative after the Market Leader

SITUATION

Etisalat Nigeria entered the vibrant and competitive GSM market 7years after the GSM revolution in Nigeria. As a late entrant, it met discontented telecommunications subscribers deeply concerned about the quality of services provided by the existing providers . This situation created issues for the new entrant leading to  heightened scepticism and suspicion of the brand by the media and public.

TASK

C&F Porter Novelli was charged with  proving  to the public that change is needed and to communicate what value change will bring to the increasingly competitive market with underserved customers.

APPROACH

Etisalat Nigeria was projected as the 1st new generation GSM company within with a vision of  a world in which the customer is the centre of attention and is always pleasantly surprised. A strategy in which the customer and other stakeholders were made to identify the gaps was employed, with the company’s   key values – Care, Optimism, and Simplicity embedded in all messaging. Against this background. Etisalat embarked on a number portability campaign with considerable success.

RESULT

There was substantial increase in awareness for Etisalat Nigeria, its products, and services as evidenced in the increasing subscriber base that stood then  at around 9 million. The brand  enjoyed a favourable perception amongst its stakeholder groups. Subscribers saw  the brand as friendly, innovative with pocket friendly tariffs. Increase in subscriber base in line with goals of management. Media mentions continuously topped the competitive charts over the  3 and a half years period of the retainership, achieving well over 4000 mentions in total and retaining first or second position of Share of Voice per quarter over the period

MTN Nigeria: Y’ello: Building, Managing & Defending Leadership Reputation

SITUATION

Nigeria had less than 700,000 operational telephone lines in January 2001 when the auction for Digital Mobile Licences was conducted by the NCC. The granting of Licence to four operators pointed to a  transformation of the marketplace, as the operators prepared to launch later in the year. In an environment of technological parity, it was felt that  leadership will derive from network quality, coverage, superior marketing, and customer service.

TASK

C&F Porter Novelli, then Corporate & Financial was retained by MTN to  provide  support in ensuring that the MTN brand remains #1. The identified objectives were to build and sustain excitement around the MTN brand, project, and gain acceptance of MTN as the GSM network of quality and value, dominate mindshare on GSM in Nigeria, and project and gain acceptance of MTN as a good corporate citizen of Nigeria.

APPROACH

A three Phase campaign was developed with pre-launch focused on generating excitement about MTN’s entry into Nigeria and positioning as a leader; launch geared towards shaping  perception of MTN as the leader through launch celebrations, and post-launch on sustaining  perception of MTN as the leader.

RESULT

The perception of MTN as a market leader was sustained over a period of seven years, with state launches,  sponsorships, sales promotions, CSR, public affairs engagements and thought leadership GSM, amplified by storytelling via media relations. The media was constantly drip- fed stories on the milestones achieved.  MTN enjoyed over 90% of ICT reports in the first 7 years of operations. After 6years on the account, MTN became the undisputed telecommunications company in Nigeria, with an enviable reputation as the primary provider of GSM services.

PFIZER: Trovan Crisis Management and Litigation Support

SITUATION

In April 1996, during the ‘worst meningitis epidemic’ in the country, Pfizer conducted a clinical trial of its drug, Trovafloxacin (Trovan) in Kano, Northern Nigeria. Eleven years later (April/May 2007) the Kano State and Nigerian Federal governments each filed two suits (civil and criminal) against Pfizer, accusing it of conducting an illegal drug trial that led to the death of 11 children and the maiming of 189 others. The Trovafloxacin trial survivors also brought several legal actions against Pfizer in the United States.

TASK

C&F Porter Novelli was tasked with countering inaccurate information, set the record straight, and explain the wider implications of the actions against Pfizer. Furthermore, there was a need to engage the media and opinion leaders to promote understanding and provide ground intelligence and win allies among opinion leaders to help in calming down the debate in Nigeria, especially Kano.

APPROACH

The first step taken  was to develop a crisis management matrix and real-time communication alert chain to manage foreseen and unforeseen situations. Ground allies were developed by ensuring that credible and influential media and stakeholders were well briefed to maintain perspective and neutrality regardless of how sensationalised things became. Finally, to set the record straight,  the lawyers were engaged to co-ordinate and align strategies, tactics, and  messages, in addition to targeting local and international   media complemented by  regular briefing sessions with key stakeholders, and promotion of  third-party advocacy.

RESULTS

Pfizer won the battle for media influence. Media reportage of the crisis shifted from lopsided against Pfizer to fair. Informed commentary also reflects strong understanding of the issues. The agenda, set by Pfizer, of transparent settlement has worked. The issues, which have subsequently moved onto management and disbursement of the funds, have not been able to capture the interest of the media, who see the case as resolved.

PFIZER: Anti-Counterfeiting Campaign

SITUATION

Counterfeit medicine is fake medicine, and it is a threat to the health and safety of patients around the world. Counterfeit medicines are dangerous in their very nature – they are not produced under safe manufacturing conditions, and they are not inspected by regulatory authorities. It is precisely because of the threat that counterfeit medicines pose to patients that Pfizer has implemented an aggressive and focused campaign to detect, disrupt and deter major manufacturers and distributors of counterfeit Pfizer medicines.

TASK

C&F Porter Novelli was engaged to provide media relations support, advocacy, events, and media management for Pfizer Anti-Counterfeiting medicine awareness campaign for the Sub Sahara Africa. The campaign covered countries like Nigeria, Ghana, and Cote D’Ivoire.

APPROACH

C&F Porter Novelli created a Pfizer Anti-Counterfeiting Forum,  a platform across multiple channels for stakeholders to discuss the challenges, experiences, and solutions around anti-counterfeiting with the message that Counterfeiting leaves a negative blot on the economy, consumer health, brand value, consumer loyalty, and sales.

A major output of the forum was an advocacy campaign undertaken in the three countries over a 6 month period. Tactics employed included release of publication p  Pfizer Research on anti-counterfeiting, Pfizer Anti-counterfeiting Radio Show, and Pfizer Anti-counterfeiting RESULTS

The Pfizer Anti-Counterfeiting Campaign received overwhelming coverage and reportage in the electronic, print, and Social media platforms, with participation from Pfizer representatives, Regulatory bodies – Nigeria Customs, Standard Organization of Nigeria (SON), National Food Drugs Administration Control (NAFDAC), Anti-Counterfeiting Collaboration, Nigeria (ACC) Health experts, NGOs and CSOs championing the anti-counterfeiting campaign, and testimonials from anti-counterfeiting victims Column on Print and Social Media.

International Finance Corporation (IFC) World Bank Group/Central Bank of Nigeria

Credit Reporting System  & Collateral  Registry Education  Awareness  Campaign

SITUATION

The International Finance Corporation (IFC)  needed to promote responsible lending and borrowing while addressing some of the most common issues that consumers and micro-, small-, and medium-sized businesses (MSMEs) have regarding their personal and business finances.

TASK

C&F Porter Novelli was mandated   to create awareness and understanding of the new tools available to access credit through the collateral registry and the credit reporting system.

APPROACHES

Research was  conducted  to understand the awareness, perceptions, and behavior of MSMEs about access to finance and financial services. It aimed to gain an understanding of the current knowledge and use of credit, credit information, credit bureau services, and collateral in Nigeria. The research is presented in  the publication: ‘’ The Credit Crunch: How the Use of Movable Collateral and Credit Reporting Can Help Finance Inclusive Economic Growth in Nigeria’’ Based on the findings,  a campaign was developed. Tactics included interactive forums, radio and TV appearances, Op-Eds, media education workshops, radio advertisements, social media campaigns, and speaking engagements at stakeholder events. A stakeholder coalition comprising associations from the financial institutions and MSME categories was created to  provide support by rallying members nationwide to the campaign activities.

RESULTS

By the end of the campaign, the National Collateral Registry had attracted N392b worth of financing statements. Editorial publicity across all platforms on the Credit Reporting System and Collateral Registry Education and Awareness Campaign was positive  during the actual launch period. Aggregation of conversations on digital media -forums, news sites, as well as social media platforms on issues relating to and emanating from the communication activities during the period resulted in 25, 34m impressions with 11, 50m people reached. Over 50% increase in awareness, understanding, and acceptance levels was achieved.

PwC: Strategic Communications Management

SITUATION

C&F Porter Novell has over the years served as the Corporate Communications Agency of record for  PwC Nigeria,  the leading professional services firm in the country. Standing on a tripod of services to clients, thought leadership, and corporate responsibility, PwC brings to life its societal purpose.

TASK

We have over the years  provided the firm with strategic direction and execution of effective communication to support its purpose of building trust in society and solving important problems.

APPROACH

C&F Porter Novelli aims  at ensuring PwC’s essence as a responsible citizen, supporting, and growing its business, its people,  clients, and communities are properly understood and appreciated by its key stakeholders. Covering the broad spectrum of corporate communications management, these include overall campaign direction and execution,  media content development,   media relations, and media tracking and reporting. Others are issues/reputation management,  crisis management, and campaign evaluation.

Various programmes  leveraged in building reputational capital for PwC have served as avenues for bringing this purpose to life. These include the  Annual Global CEO Survey and the Annual Power Roundtable. Through its well-established Insights and publications services, PwC offers well-researched insights, publications, and social commentary which helps in setting the agenda, influencing public policy, supporting businesses in their decision making and generally helping in solving important problems in the systems that the firm operates in. Sponsorship of various CSI  initiatives such as the National U17 Cricket tournament, and the PwC Media Excellence Awards, etc also provide pedestal for reputation building.

RESULTS

The outcome is that PwC remains in pole position amongst its competitors in terms of share of voice. This is reflected in both social media and nonsocial media. Furthermore, it leads in terms of sentiment analysis.

ACTIS: Strategic Communications Management

SITUATION

Actis, a leading private equity firm, returned to Nigeria in 2000 after a 20-year absence. In the period immediately following its return, the firm made significant investments exceeding US$500 million in the country. These spanned  banking, oil and gas, and consumer goods. Investee entities amongst others included Persianas, for the development of Palms Shopping Mall, Nigeria’s first world- class shopping mall; UAC,  conglomerate with food and quick start services ( expansion capital) ; GOGE Upstream oil and gas company( expansion capital) ; and Mouka Foam, manufacturer of  foam used in TASK

C&F Porter Novelli was retained by Actis to provide strategic counsel, advice, and   implemented  a comprehensive communications programme  to support the operations of the private equity firm. mattresses and furniture (replacement capital).

APPROACH

A campaign was developed to increase awareness of Actis as the leading private equity investor in emerging markets, improve understanding of its vision in Nigeria, and position its successive CEOs as authorities on private equity in Nigeria. Audiences comprised  investee and potential investee companies; core investors; government and strategic influencers; financial community/corporate financiers/brokers; competition. and media. Implementation entailed management of Deals Flow Communications, Strategic Positioning of Actis, CEO Positioning, and Crisis Management. Tactics comprised media briefings and relationship building, educative roundtable/seminars, speaking opportunities for the CEO, Key yearly events to promote networking and reputation, delivery of placed articles, and arrangement of mail shots.

RESULTS

Actis became regarded as a value-creating investor, using its global network and capabilities to assist investee companies. This was demonstrated in its ability to develop strategic partnerships with these companies, source technical services for them.. The private equity firm also acquired a reputation for ensuring the implementation of international standards of corporate governance, in addition to using its skills with the utmost integrity and in accordance with best practices.

Guinness: Guinness Foreign Extra Stout: Match Day Made of Football Campaign

SITUATION

Guinness Foreign Extra Stout brand has a historic association with football and is constantly looking for avenues to build this association in the minds of consumers, as well as driving consumption and conversation to the brand. One of its initiatives to achieve this is the Guinness Fan Zone: a collection of match viewing centres across Nigeria.

TASK

C&F Porter Novelli was tasked with generating awareness and excitement about the Guinness Fan zones. The Agency also provided support for the Guinness Fan zones during the 2016 EPL football season.

APPROACH

C&F Porter Novelli created the ‘Match Day Made of Football’ campaign to encourage the target audience to share their match day experience with Guinness and drive advocacy through word of mouth. The hub of the conversation was online, using hashtags: #MadeOfFootball, #AreaMadeOfFootball, #CityMadeOfFootball and content in videos, editorials, and pictures to showcase activities at the match viewing centres. Influencers on Radio, Facebook, Twitter, Instagram, and YouTube joined the campaign to drive the RESULTS

The outcomes included filled-up venues at the Fan zones, over 20 million impressions on social media, and over 150 positive media reports on TV, newspapers, blogs, news sites, and radio. conversation on the Fan zone venues and activities.

COCA-COLA : Copa Coca-Cola Youth Football Championships

SITUATION

The youth football development project was adopted by Coca-Cola Nigeria in 2009. It keeps young players active whilst offering them a unique platform and a huge opportunity to achieve a successful career in football. Copa Coca-Cola projects players to their ambitions in football, places them in the limelight and facilitates their playing in the big clubs while interacting with the football stars of their dreams. The pan-Nigeria tournament featured four levels of competition – Inter-school, Inter-state, Zonal, and the Finals, which took place in the following locations: Lagos, Calabar, Enugu, and Kaduna.

TASK

 In 2010, C&F Porter Novelli was tasked with differentiating the Copa Coca-Cola platform as a fresh, inspiring, and exciting competition where football dreams and fantasies are made into reality.

APPROACHES

.An all-inclusive media strategy was developed to ensure in-depth coverage of the Copa Coca-Cola Youth Football Championship over five months period of the tournament. This spanned pre, during, and post-phases of the tournament. Tactics included pitching stories on developments in the tournament to leading national sports correspondents, and reporters based at the various locations of the tournament and syndication of press releases. In addition, the activities of the Copa Coca-Cola Ambassador Vincent Enyeama and celebrity coaches were leveraged for purposes of generating content.

RESULTS

Copa Coca-Cola came to be perceived as a leader in grassroots football development in Nigeria. Commendations were received from high-level state government functionaries, and traditional rulers in the various locations of the tournament. Optimal editorial publicity was achieved for the tournament during the period. Outputs included news reports, interviews, and feature reports on the tournament.