RPM launches in West Africa following Johnnie Walker activation

Marketing agency RPM has announced the launch of a West African satellite operation based in Lagos, Nigeria, on the back of a successful brand activation for Diageo drinks brand Johnnie Walker.

The Johnnie Walker activation featured Mika Häkkinen
The Johnnie Walker activation featured Mika Häkkinen

The new chapter, named RPM West Africa, has been tailored to cater for current and prospective business clients who are investing in the area’s developing economy.

The division will offer brand activations, marketing consultancy, campaign development and social and mobile services, and will operate as a full-service agency within Nigeria. Other countries in the West Africa region will be able to work with RPM’s consultancy services.

RPM West Africa is currently in business discussions with an unnamed international FMCG brand, an African financial services company and a chain of shopping malls, following the delivery of an activation for Johnnie Walker.  The campaign gave consumers, VIPs and Formula One fans the chance to drive with former F1 world champion Mika Häkkinen at the event, which generated over 85m mentions on social media.

The new operation will be led by a two-person team, headed up by West Africa business director Rosa Chapman and MD Dom Robertson. However the company has said it will expand the chapter quickly, and plans to hire local people.

Robertson said: "Eighteen months ago, existing clients were asking for help in creating impactful marketing campaigns across the region and especially within Nigeria. This was the spark that developed into RPM West Africa.

"Nigeria is a very dynamic country with a highly entrepreneurial spirit. By working with best-in-class partners, we have no doubt we can deliver world class work."

Chapman added: "We’ve had the most incredible 18 months quietly learning more about the region, whilst developing work for our existing client base. The market knowledge and insight we have gained has developed into a thorough understanding of West African consumers and working practices.

"We are now confident that we will be able to deliver on our ambition and produce outstanding work for a broader range of clients. I feel incredibly privileged to be a part of this new chapter in RPM’s evolution."

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