The Managing Director of Guinness Nigeria Plc, Girish Sharma, has known as on entrepreneurs and promoting businesses to problem standard pondering, deepen their understanding of customers and develop domestically related concepts that strengthen manufacturers and drive enterprise development.
Sharma made the decision throughout a fireplace chat titled, “Challenging the Status Quo,” at the Omnicom Advertising Africa Conference, themed “Welcome to the Noise.”
Drawing on his expertise throughout client companies, together with Indomie, Kellogg’s, Colgate, Power Oil and Guinness Nigeria, Sharma emphasised that efficient advertising and marketing begins with understanding customers and translating these insights into propositions that resonate within the native market.
“We must spend more time with consumers and understand their needs. Global ideas can sometimes provide a strong foundation, but local insight is what makes them relevant. Our responsibility is not simply to create work that wins awards, but to develop ideas that connect with consumers, strengthen our brands and help our businesses grow,” Sharma mentioned.
He underscored the necessity for entrepreneurs to look past established methods of working, problem assumptions and make sure that creativity is grounded in a transparent understanding of the patron and the business targets the enterprise seeks to obtain.
Earlier within the convention, Graham Cruickshanks, Director of Africa Operations at TBWA, addressed the broader theme of “Welcome to the Noise”, highlighting the significance of distinctive storytelling and Africa’s cultural identification in shaping model narratives. Referencing the enduring Michael Power marketing campaign, he illustrated the potential of memorable storytelling to create a long-lasting connection between manufacturers and audiences.
