Guinness Urges Marketers to Put Consumers at Centre of Growth
The Managing Director of Guinness Nigeria Plc, Girish Sharma, has called on marketers and advertising agencies to challenge conventional thinking, deepen their understanding of consumers and develop locally relevant ideas
Girish Sharma, Managing Director of Guinness Nigeria Plc, urged marketers and advertising agencies to abandon traditional thinking, deepen their understanding of consumers, and create locally relevant ideas that bolster brands and spur business expansion. During a fireside chat titled "Challenging the Status Quo" at the Omnicom Advertising Africa Conference, Sharma, who has experience in consumer businesses such as Indomie, Kellogg's, Colgate, Power Oil, and Guinness Nigeria, stressed that successful marketing begins with comprehending consumers and creating propositions that resonate within the local market.
"We must spend more time with consumers to understand their needs. Global ideas can serve as a solid foundation, but local insight is what makes them relevant. Our role isn't just to produce award-winning work, but to develop ideas that connect with consumers, fortify our brands, and contribute to our business growth," Sharma asserted.
He emphasized the necessity for marketers to break away from conventional methods, question existing assumptions, and ensure that creativity is firmly rooted in a deep understanding of the consumer and the business's commercial goals. Earlier in the conference, Graham Cruickshanks, Director of Africa Operations at TBWA, echoed the broader theme of "Welcome to the Noise," highlighting the significance of distinctive storytelling and Africa's cultural identity in crafting brand narratives.
He used the example of the iconic Michael Power campaign to demonstrate how memorable storytelling can establish a lasting bond between brands and their audiences.
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