December 5, 2023

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Globacom @ 20; A Bolster for the Nigerian Entertainment Industry


Episode 5 of 5

CEM SPECIAL, TECHNOLOGY | Starting this fifth episode of the series to celebrate Globacom’s 20 years of operation in Nigeria as an indigenous company, opened up much more than I have already written, yet, all are competing for space in this piece. While I was tempted to focus on the numerous awards Glo has received in recognition of the impact it has made and still making in the different areas of the Nigerian economy, the enormity of the impact made on the Nigerian entertainment industry singled itself out.

The Nigerian creative industry is one that has evolved and continues to, certainly, through the efforts of individuals. Some of whom by just exercising their creative talent are enhancing activities that are promoting growth. There are those that have taken up commitment to engage in acts that progressively shape the industry by fostering advocacy and building networks. There are others that are closing very critical gaps by creating talent enhancement platforms, supporting projects and rewarding hard work by signing up stars as brand ambassadors. These last three are where corporate organizations are participating in the development of the industry and it is here that Globacom has proven extraordinary.

Globacom Chairman

Otunba Mike Adenuga = Chairman of Globacom

Otunba Mike Adenuga has spelt out what it truly means to love an industry, and what commitment to supporting that industry fully entails. Globacom came into this space and changed the pace and have since become the pacesetter in both consistency, and the number of creative stars engaged per time. The record is established that Globacom is the only company in Nigeria that has signed up the highest number of stars as ambassadors at a given time. This is a record that transcends the telecommunication industry.

In 2009 for instance, Globacom announced deals with Nollywood stars among whom include 13 top rated ones like Ramsey Nouah, Desmond Elliot, Jim Iyke, Mike Ezuruonye, Nonso Diobi, Nuhu Aliyu and Funke Akindele. Others include Uche Jombo, Chioma Chukwuka- Akpotha, Monalisa Chinda-Dejo Richards, Kate Henshaw-Nuttall, Rita Dominic and Ini Edo-Phillip Ehiagwina.

In 2015, the communication giant escalated its endorsement deals by signing 28 stars as ambassadors which cut across Nollywood, comedy, music industries and even the media. This package included 9 new deals with 19 renewals. That was when the likes of Wizkid, Ayo Makun (AY) and Bovi Ugboma, award-winning actor OC Ukeje, Patience Ozokwo (Mama G), Odunlade Adekola, Marvin Crew of Koredo Bello, Reekado Banks and Hadizah Blell (Di’ja) became ambassadors of the brand. The 19 ambassadors whose contracts were renewed in the package included D’Banj, Peter and Paul Okoye (PSquare), Chinedu Okoli (Flavour), Jude Abaga (M.I), Wande Coal, Omawumi Megbele, Bez Idakula, Burna Boy, Ego Ogbaro, Sammie Okposo and Sani Danja. Others are Basketmouth, Ini Edo, Funke Akindele, Helen Paul, Ime Bishop Umoh, John Okafor (Mr. Ibu), Chiwetalu Agu and popular newscaster, Bimbo Oloyede.

It is clear that Globacom’s long list of ambassadors explain a culture of reward for excellence and deep sense of corporate; social responsibility. While majority of the ambassadors are from the entertainment sector, the addition of sports icons in the persons of Nigerian boxer Anthony Joshua and sprint athlete Tobi Amusan firmly sits this fact.

There is no better connotation than to say that Globacom’s long list of ambassadors explain a culture of reward for excellence and deep sense of corporate social responsibility. While majority of the ambassadors are from the entertainment sector, the addition of sport icons in the persons of Nigerian boxer Anthony Joshua and sprint athlete Tobi Amusan firmly sits this fact.

While Globacom maintains a lead in the number of endorsements per time and the total endorsements so far in Nigeria, the company has created another disruption and maintained a lead also in amount that goes to each ambassador. Globacom changed the narrative from peanuts offered our entertainment stars to millions which it splashes on them. Record has it that Glo has paid as much as N100 million each to two of our music stars as part of endorsement deal which also included expensive SUVs. D’Banj earned as much as N70 million and got an SUV estimated at N15 million while the least paid earns N10 million per annum.

Those that held, occupied and prepared the music stage and film screen for the new generation are not left out of the largesse of Globacom. These include Baba Latin, Iya Rainbow, Papa Suwe, King Sunny Ade and many others. Prominence/appearance of King Sunny Ade, Pasuma, Papi Luwe and others in Globacom commercials speak volume of the inclusive nature, indigeneity and love for our African rhythm and theatrical prowess; especially those that thrilled our ears and viewing in the years past.

In the same lead in industry support, Globacom is unrivaled in sponsorship of talent hunt and expression platforms such as TV shows and concerts. Programs and concerts on this list include Glo X-Factor, Glo Laffta Fest, Glo Campus Storm, Glo Rock ‘n’ Rule’, Glo Mega Music Nationwide Tour, Glo Slide ‘n’ Bounce, Dance with Peter, Glo Naija Sings and Professor Johnbull. These entertainment programs and concerts have benefited the industry in no small measure by way of income for stakeholders, performers, event planners/managers, equipment suppliers and others; as well as talent boost for the industry.

[READ ALSO] Globacom Wins Major Awards at 2023 Consumer Value Awards

The impact Glo has made on the Nigerian economy in the past 20 years through different channels and on different platforms is huge enough to occupy encyclopedia-sized volumes. CEM Television, Continental Economy Magazine and its subsidiaries chose to highlight these impacts in a 5-episode series. We opened the series with an introduction full of excitement about the 20 years of Globacom’s impact in the Nigerian telecommunication industry. This episode heralded the second one; ‘The Eagle and The Bull’ portraying Glo’s audacity to cause the revolution that happened in the industry in its early years.

There is a loud reality that the telecommunication giant has ran a lot of big promos with enormous impact that can only be described as GLO-NORMOUS. Though the impact these promos have made on Glo subscribers is truly enormous, highlights were presented in episodes 3 and 4. Offering huge amounts of money, luxurious buses, cars and houses as promo prizes have been adjudged to have been benevolently conceived to uplift the livelihood and status of its subscribers. This is a full expression of impact driven venture by Globacom which has established the company in an incontestable position in Corporate Social Responsibility.

The story of Globacom’s impact will continue to be told from different perspectives and by different story tellers as the company has vowed to continue to impact its subscribers, communities and the entire economy. While some are telling and will continue to tell the Glo story with words, others are telling and will continue to tell it with awards. The digital services provider has received numerous awards from different industries and in different categories. A few of the most recent are highlighted below.

Best Value for money Telecommunication Service of the Year 2023 and Best Value for Money Data & ISP Brand of the Year 2023, Nigerian Brand of the Year at the Nigerian Television Authority – Integrity and Service Programme (NTA-ISP) Award and Most Reliable Mobile 4G LTE Network and Most Innovative Mobile Network of the Year.

Globacom won Most Popular Brand Award at the 2022 Top 50 Brands Nigeria Awards, while it received ten awards, including five silver and five bronze medals, at the 2021 Lagos Advertising and Ideas Festival (LAIF AWARDS) which celebrates creative excellence.

We in CEM Television, Continental Economy Magazine and its subsidiaries sends our felicitation to Globacon on its just celebrated 20th year anniversary.

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