Nigerian Companies - Now Playing Globally, But With A Very Local Mindset

It’s funny to see how Nigerian organisations have decided to play on the international stage without taking into cognisance the need for them to step their game to the level of excellence and professionalism that’s become second nature to players in other climes.

A clear example is Skye Bank (Nigeria) Plc. I was watching CNN the other day, and came across its television commercial, which used Whitehouse Family’s “I wish I could fly”, which was also a cover version of a U2’s song of the same title. Somehow, I doubt if the parties behind the commercial applied for or even got the rights to use the music.

Taking advantage of the local popularity of various European or American artistes’ works is common practice in Nigeria, and many advertisers and advertising agencies get away with it because Nigeria was more or less a backwater in the international entertainment industry. Music and movie Piracy is big business in Nigeria. Millions of CDs of these artistes are sold in the country annually, yet there are no representative offices of any of the international music labels in Nigeria.

However, when Nigerian firms begin to move their communication from Nigerian media to CNN, the BBC and The IHT, the need to learn how to “globalize” the quality and legality of their messages must not be forgotten or downplayed, as it can bring about serious reputational and other problems for Nigerian companies.

So, while I support Nigeria’s increasing share of the global business pie, I’d still advise our fellow Nigerian businesses to tread very carefully, as the errors being made now in the areas of marketing and corporate communications could find their way into other parts of their operations, with even more dire consequences.

“Advance with caution” is the catch phrase.