After an impressive show in a keenly contested multi-agency pitch, Leo Burnett Lagos bagged the Nigerian Breweries Below-the-Line (BTL) Account.
Feedback from the pitch indicated that Leo Burnett Lagos demonstrated a clear understanding of the target audience as shoppers and not just as consumers in designing trade channel communications focusing on Premium and Modern Trade.
Leo Burnett’s competitive edge is built upon its in-house shopper-marketing tool ‘Arc’; which is proudly tagged the “secret weapon”. Leo Burnett invests in people research that gives us a deeper understanding of shopper attitudes and behaviours, and its clients true competitive advantage.
Leo Burnett’s Head of the Strategy Unit, Emeka Obia said,”‘Arc’ empowers brands to understand consumers as shoppers because we see a clear difference in behaviour at consumption and purchase moments. Also, taking incognizant that Nigerians are living in an extraordinary age of cluster options, it makes it imperative for brands to simplify their purchase journey.”
By understanding the human truth behind the how and why shoppers make choices in a retail world that is constantly reinventing itself – the agency gets people to choose a brand over another. Leo Burnett’s ideas are born from the truth and made to sell by connecting, inspiring, being talked about and, ultimately, acted on.
We are excited to leverage our expertise and experience (having worked across categories) in shopper marketing to design and implement distinctive shopper experiences for Nigerian Breweries, he stated.