Mary Nnah
Amazon Prime Video has named Nigeria-based agency Insight Publicis as its go-to creative agency as it prepares to launch into Africa’s largest economy in Q3 2022.
This is the latest step in Amazon’s investment in expanding its streaming service, available in more than 240 countries, into Nigeria’s vibrant movie scene.
Founded in 1979, Insight Publicis is a member of Redefini, the largest integrated marketing communications group in West Africa, and also a member of Publicis Groupe, the largest capitalization marketing and communications group, globally.
Insight Publicis campaigns such as Komando’s “Girl On Fire” campaign, 2sure’s “Be The Spec” campaign and Pepsi’s “Love It”. The Live It’ campaign and a host of others, have gained national and international recognition including Gerety Nigerian Agency of the Year 2021 award, BrandCom 2021 Marketing Agency of the Year and one of the most awarded agencies at the African Cristal Media and Advertising Summit.
With a population of over 210 million, the continent’s largest entertainment industry and the second largest film industry in the world, the Nigerian market has become a major territory for streaming players.
Its entertainment sector, known globally as “Nollywood”, is valued at just over $6 billion – with the potential to become Nigeria’s most lucrative export with around 2,500 films produced each year.
Amazon’s Prime Video has strategically expanded its offering of Nigerian content over the past year. The company entered into a multi-year exclusive licensing agreement with Anthill Studios in January, a Lagos-based company behind a few well-received films, including Baby Liftand fate day.
This was after a similar deal was struck in December 2021 with Inkblot Studios which produced the commercial success. The wedding party movies. Just recently, Nigerian Highlife singer Flavor N’abania reportedly signed an exclusive deal with streamers to release a biopic.
The race for major global players to claim space and win big in Africa’s best-known film industry is not just a testament to the financial promise of the landscape – internet penetration is steadily rising, the cost data is low and the smartphone is the most used entertainment device among 18 year olds, but also proof that the Nigerian film industry is a market that global powers must prioritize.
Insight Publicis brings an inconceivable depth of creative expertise through proven management in creating best-in-class campaigns, as well as artistic excellence, to deliver authentic African stories that align with Amazon Prime’s vision to diversify its global offering and bring Nigerian audiences closer to the platform.
Exciting times for the Nigerian film landscape, as well as the entire value chain, as big players, like Amazon Prime Video, lead the charge in seeking out local agencies for authentic storytelling.
