A CMO’s view: Involving research before campaigns makes the difference

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BUA’s O’tega Ogra – Group Head, Corporate Communications shares his 12 years’ experience in marketing communication and hinted that applying research in the work, dedication, hard work and out-learning others are factors that keep marketing communication professionals ahead of the curve. Daniel Obi reports.

For O’tega Ogra, the fundamental of marketing communication is research. This is because “if you don’t know what you are doing and where you are going to, you cannot create programmes for it. If you don’t know the people you are talking to, how then do you want to talk to them?” he said while discussing with BusinessDay on a number of marketing communication issues including marketing trends and challenges in the industry.

O’tega who joined BUA Group in 2015 from Wema Bank after also a four year working experience in GTBank believed that the business of marketing communication is not growing the way it should due to under-utilisation of research in the industry.

The BUA Group Head, corporate communication is actually lending credence to experts’ belief that market research which is an important component of business strategy serves as business compass and  provides necessary information for innovation and guides organisations on expenditure and areas of focus to maintain competitiveness.

Citing his experience in GTB, O’tega narrated how involvement of research by  his team and support from the  management by providing enabling environment assisted to grow the bank’s customer base by about 500 percent.

“GTBank provided a fertile ground for me to grow. The management provided an enabling environment for us who were vision- driven. At the bank we experimented on new things and we assisted the bank move from 390,000 customers in one year to 2.9 million. We came up with a lot of initiatives that worked”.

From GTB, O’tega