Ikechukwu Eze
As economies in most emerging markets evolve, the place of corporate communications, advertising and public relations becomes more and more inevitable. In their quest to maximize opportunities, companies often find that how the public perceive them is a strategic factor in securing new markets, acquiring and retaining customers, and expanding frontiers. This is where the role of professional advertising practitioners and communication consultants becomes very important. In Ghana, the advertising industry is growing, and as competition become intense, innovation and professional competence increasingly becomes the buzz words.
A few practitioners are managing to make these virtues their corporate identity. One of those in this category is Wale Adeoye-Famosa, managing director of Primus Advertising Limited.Wale, as he popularly called, combines passion and professionalism very well. From his days in Insight/Grey in Lagos to when he was the Client Service and Business Development Director of Insight Advertising Limited Ghana, he has always been a strong brand manager. While still with Insight/Grey in Nigeria, Famosa managed brands like Nestle’s Milo, United Bank for Africa (U.B.A), Daewoo Automobiles, Panasonic, Equatorial Trust Bank, Devcom Bank, Fountain Trust Bank and Gateway Bank. Others that he was involved in managing include Nasco Marketing, TEXACO Nigeria and Peugeot Automobile.
Devoted to enhancing good visibility and public understanding for Primus clients, Wale and his team regularly engage in planning and processing of brand activities to ensure that the companies they represent get the best out of the marketing communications initiatives. Primus embroils a process that enables them deliver focused, consistent and dynamic marketing communications products that in the final analysis will keep our clients ahead of their competitors.
Within its four years of operation, Primus Advertising Ghana Limited has evolved from an upstart to a major player in the industry winning several awards for its innovation and service. Since 2005, Primus has won an award yearly in the Advertising Association of Ghana (AAG) Gong Gong Awards. The latest for a campaign it did for Pepsi Cola. From its very humble beginning, Primus has grown to include departments that can service all manner of media, enabling the company to ply its trade in various areas of media without constraints. Already the company has moved from its initial location to its third for space reasons and plans are at advanced stage to relocate to its own premises very soon.
Wale’s ability to satisfy his clients draws fundamentally from the fact that he understands the technicalities of running business himself. He holds MBA from University of Ibadan. As a manager, he combines aggression with innovation, research, and professionalism, factors which has endeared him to many of the clients he now handles. Primus is the agency of choice for many Nigerian businesses opening shops in Ghana. Presently, it manages the accounts of Omatek Computers, Regency Alliance Insurance, International Energy Insurance, IEI, and Intercontinental WAPIC, among others. The focus of Primus Advertising, according to Wale, is very simple. We are focused on developing a strong brand in the West African sub-region with the ultimate aim of helping our clients build profound and enduring brands on the African market.
