BusinessDay Weekender 34th Edition

SATURDAY 20, MARCH 2021

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EDITION 34 I 20, MARCH 2021

NOLLYWOOD TO THE GLOBE AN INTERVIEW WITH KUNLE AFOLAYAN SPOTLIGHT

RELATIONSHIP

WHO IS KUNLE AFOLAYAN?

COURTING IS A TIME OF INQUIRY

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SATURDAY 20, MARCH 2021

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Contents

SATURDAY 20, MARCH 2021

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C O N T E N T S

7 LAUGHTER IN THE MIRROR

9 THE INDUSTRY THE PERFECT ROOFTOP FOR A

11 SPOTLIGHT WHO IS KUNLE AFOLAYAN?

NIGHT WITH THE GIRLS

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LEAD STORY

HEALTH HEALTHCARE IN THE ‘GOLDEN YEARS’: WHO GETS THE BILL? RELATIONSHIP.

The BusinessDay Weekender sat down with Nigeria’s Leading Director and producer Kunle Afolayan

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BRANDS

RELATIONSHIP COURTING IS A TIME OF INQUIRY

FASHION HONEST: THE ORANGE CULTURE AW/21 COLLECTION THAT VISITS FATHER-SON RELATIONSHIP.

Dear CEO, Analyse Your Customer Journey to Optimize It

24 MEDIA GROWING BRANDS WITH MEDIA RELATIONS

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BOOK REVIEW USE YOUR VOICE – A REVIEW OF MELINDA GATES’S THE MOMENT OF LIFT

SPORTS CAF APPROVES FANS FOR SUPER EAGLES AFCON QUALIFIER WITH LESOTHO Businessday.ng

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Editorial

Editor’s Note SATURDAY20, MARCH 2021

Dear weekender reader, I hope you are reading this in good health. Happy weekend to you!

Many of us look forward to the weekend, mainly because it’s an opportunity to relax and rest. I don’t know about you, but one of my favourite things do on a weekend is to turn on Netflix and pick an interesting film to binge on an unwind. I find that the quality of films on Netflix is high and has drastically improved over the years. Netflix and chill has a new meaning as the quality of content continues to improve.

Gone are the days when Nigerian movies were watched only by Nigerians, in Nigeria, with little or no respect for talent, craftsmanship, or production quality. Movies were created in a haste, with little to no budgets, often shot in just a couple of days. Rampant piracy and the widespread circulation of unlicensed copies are into the profits putting off both foreign and local investors. Presently, better quality made films and more controlled distributions have seen a huge impact at the box office in a nation with a potential market of over 200 million people. This increased appreciation for locally produced content has led to an increase in the market’s success. The Wedding Party and its sequel Wedding Party 2 released by director Kemi Adetiba in 2016 and 2017 generated over $2 million, beating out US blockbusters for the first time. Inside this edition of the weekender we explore Nollywod and the global possibilities. We have an exclusive interview Nigeria’s Leading Director and producer Kunle Afolayan to discuss his recent multi-title deal with Netflix and he shared some interesting insight into upcoming films and Netflix’s plans for Nigeria. Turn to page 9 for more.

In our health column Dr. Zidon examines how we take care of our elders. In most African countries, there is a cultural mandate and expectation that the responsibility of managing the wellbeing and welfare of the elderly or older adults should fall on their offspring or close relatives. Nursing homes, assisted-living facilities, convalescent homes, etc. are rarely considered as viable options for the elderly. To put it simply, the consideration to house your aging parents in a facility that is not your home, would be deemed as negligent or hyperbolically, a taboo. And frankly, beyond personal or private care, there aren’t many other options. 3% of Nigeria’s 206 million population are over the age of 65 years old; and currently, there are only approximately 25 functioning assisted-living facilities or nursing homes for senior citizens. Turn to page 18 to read more.

Inside: Is courting a time of inquiry? Find out in our relationship column. Our book review look at ‘The Moment of Lift: Empowering Women’ by Melinda Gates. How can use media to grow your brand? A review of the new orange culture collection, a recipe, the sports round up and much more.

In the news round up: Over 8,000 Nigerians have been vaccinated against COVID-19; Nigeria’s inflation rate hit four-year high; Tanzania swears in Samia Suluhu Hassan as first female president after the death of President John Magufuli; Nigeria unemployment rises to 33%, second highest on global list; Nigerians will now pay N6.98 every time they use USSD banking service; Kanye West Is Now the Richest Black Man in American History with a Net Worth of More Than $6 Billion; PayPal and Flutterwave partner to enable African merchants receive payments; Nigeria ranks 16th in FBI’s global worst affected by internet crimes; Burna Boy, Wizkid wins Grammy Award.

Enjoy your weekend and stay safe . BD

Lehlé Baldé is the Editor of BusinessDay Weekender email: lehle.balde@businesssday.ng | social: @lehlelalumiere Businessday.ng

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SATURDAY 20, MARCH 2021 PUBLISHER/EDITOR IN CHIEF Frank Aigbogun MANAGING DIRECTOR Ogho Okiti EDITOR BUSINESSDAY SATURDAY Lehlé Balde EXECUTIVE DIRECTOR, OPERATIONS Fabian Akagha MANAGER, CONFERENCES & EVENTS Obiora Onyeaso MANAGER, ADVERTS Ijeoma Ude COPY SALES MANAGER Florence Kadiri DIGITAL SALES MANAGER Linda Ochugbua HEAD OF DIGITAL SERVICES Onyinyechi Eze HEAD, HUMAN RESOURCES Adeola Obisesan DESIGN AND ART DIRECTION Tolulope Ayo-Olubiyo.

CONTRIBUTORS Mercy Ayodele Elvis Kachi Udy Osaro-Edobor Feyisitan Ijimakinwa Bella Ikeme Dr. Helen Zidon PHOTO CREDIT Freepik, Google Images, Pexels ENQUIRIES lehle.balde@businessday.ng samuel.anyanwu@businessday.ng ADVERTS Ijeoma Ude ' +2348033225506 ' PUBLISHED BY BusinessDay Media Limited The Brook, 6 Point Road, GRA, Apapa, Lagos, Nigeria.

01-2799100 www.businessday.ng LEGAL ADVISERS The Law Union

News Roundup

MARCH 2021 SATURDAY 20,

Nigeria vaccinates over 8000 people against COVID-19 MERCY AYODELE

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bout 8,000 Nigerians have received their first dose of the Oxford-AstraZeneca COVID-19 vaccines across the 35 states and the Federal Capital Territory (FCT), the Executive Director of the National Primary Health Care Development Agency (NPHCDA), Faisal Shuaib, has said. Nigeria began vaccination on March 5, 2021, after it received nearly 4 million doses of the Oxford/AstraZeneca vaccines from COVAX. There have also been ongoing concerns by citizens on the safety of the AstraZeneca

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Nigeria unemployment rises to 33%

T vaccines, but the minister reassured that the vaccines are safe and no adverse effect has been recorded in the country.

he jobless rate in Nigeria rose to 33.3 percent in the three months in the fourth quarter of 2020, up from 27.1 percent in the second quarter of 2020 according to a report published by the National Bureau of Statistics. To put it in perspective, Nigeria’s total number of jobless people is equal to the entire population of Niger. This means that the country could witness more insecurity challenges as more people will become desperate to survive.

Nigeria’s inflation rate hit four-year high

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igerians cannot afford to buy as much as they used to as food cost continue to surge, aggravating the pains already inflicted by the pandemic and economic slowdown. Headline inflation rate jumped to four-year high at 17.33 percent in February, from 16.47 percent in January 2021, according to a report released by the National Bureau of Statistics. On year-on-year basis, this is the highest since February 2017. This signals a decline in purchasing power of Nigerians as prices of goods and services are skyrocketing without a corresponding increase in income, making life miserable for the country’s large population.

Burna Boy, Wizkid wins Grammy Award

Nigerians will now pay N6.98 every time they use USSD banking service

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he Central Bank of Nigeria (CBN) has imposed a ₦6.98 service charge on Nigerians for all USSD transactions.

Customers will pay a flat fee of N6.98 per transaction every time they use USSD services from March 16, a statement jointly signed by the apex bank and the Nigerian Communications Commission (NCC) said.

The deal was part of an agreement reached with banks following a disagreement between banks and telecom firms over USSD and other text message transaction requests. This charge will be in place regardless of the number of sessions per transaction. The government also resolved that the banks should not impose any additional charges on customers for the use of the USSD channel. For instance, if you wanted to transfer money from your account, you would normally be charged for every session

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igeria Afrobeats stars Burna Boy and Wizkid have both won awards at the 2021 Grammys. Burna Boy won the Best Global Music Album category while Wizkid won the Best Music Video for his song with Beyoncé; Brown Skin Girl, from Lion King: The Gift album. Beyoncé's daughter Blue Ivy was also a winner on the song. Burna Boy, real name Damini Ogulu, a nominee for a second consecutive year, won with his Twice as Tall album.

The 63rd Grammy Awards is traditionally billed as "music's biggest night."

it takes until you complete the transaction.

A session could be rated as up to 20 seconds spent on the platform, and you could normally be charged ₦4 for those seconds. The new resolution will end the previous practice of charging on a per session basis for USSD transactions.

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News Roundup

SATURDAY 20, MARCH 2021

Kanye West becomes the Richest Black Man in American History with a Net Worth of

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ow worth a whopping $6.6 billion, producer, rapper, and fashion mogul Kanye West is the richest African American in the United States, according to Forbes Magazine. He is now also the third richest celebrity in the world, behind only Steven Spielberg ($7 billion) and George Lucas ($10 billion). He is also reportedly the richest Black person in American history. He jumps from fourth place to first place, surpassing Oprah Winfrey’s $3.5 billion net worth, David Steward’s $3.9 billion net worth and Robert F. Smith’s $6.5 billion. Michael Jordan is now the fifth-richest Black person in the US, with a net estranged wife Kim Kardashian’s clothing line, worth of $2.2 billion. West has also amassed SKIMS, as well as $110 million from his music $122 million in cash, stock and investments in catalogue.

PayPal and Flutterwave partner to enable African merchants receive payments

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ayPal users anywhere in the world can now pay African merchants directly, thanks to a new partnership between the US payments giant and Flutterwave.

African payments company Flutterwave is collaborating with PayPal to allow PayPal customers globally to pay African merchants through its “Pay with PayPal” feature. Via this partnership, African businesses can connect with the more than 377 million PayPal accounts globally and overcome the challenges presented by the highly fragmented and complex payment and banking infrastructure on the continent. According to a statement by Flutterwave, the integration with

PayPal is live and operational across 50 African countries and worldwide. That means small business owners and freelancers who use Flutterwave in places like Kenya, South Africa, Egypt, Morocco, Mauritius, Malawi, Mozambique & Senegal will be able to accept payments from PayPal users worldwide.

Nigeria ranks 16th in FBI’s global worst affected by internet crimes

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igeria has been ranked 16th in FBI's list of countries which are worst affected by internet crimes. The State-specific statistics which can be found within the 2020 Internet Crime Report and in the accompanying 2020 State Reports, includes information from 791,790 complaints of suspected internet crime, an increase of more than 300,000 complaints from 2019. The reported losses also exceeded $4.2 billion. Nigeria and South Africa were listed among the ‘worst’ 20. South Africa was rated sixth with 1,754 victims while Nigeria had 443 victims. Countries like Pakistan, China, Columbia, and Hong Kong ranked better than Businessday.ng

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Nigeria. The top three crimes reported by victims in 2020 were phishing scams, non-payment/nondelivery scams, and extortion. Victims lost the most money to business email compromise scams, romance and confidence schemes, and investment fraud.

Tanzania swears in Samia Suluhu Hassan as first female president after the death of President John

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anzanian Vice President Samia Suluhu Hassan was sworn in Friday as the country's first female president, two days after the death of President John Magufuli. Hassan took the oath at the statehouse in the city of Dar es Salaam in a televised ceremony on the state TV. In an address shortly after she was sworn in, Hassan said Magufuli's body would be moved to several locations around the country over the next few days for private and public farewell events. According to her, he will then be laid to rest in his hometown, Chato, on March 25

SATURDAY 20, MARCH 2021

LAUGHTER IN THE MIRROR

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LAUGHTER IN THE MIRROR

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SATURDAY 20, MARCH 2021

THE INDUSTRY

NOLLYWOOD TO THE GLOBE

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n the mid-20th century, African movies were being made but the opportunities available to talent and investors alike were limited due to a

solid market structure.

In recent years, the Nigerian film industry commonly known as Nollywood is taking the world by storm. Gone are the

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days when Nigerian movies were watched only by Nigerians, in Nigeria, with little or no respect for talent, craftsmanship, or production quality. Movies were created in a haste, with little to no budgets, often shot in just a couple of days. Rampant piracy and the widespread circulation of unlicensed copies are into the profits putting off both foreign and local investors.

Presently, better quality made films and more controlled distributions have seen a huge impact at the box office in a nation

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10 THE INDUSTRY

with a potential market of over 200 million people. This increased appreciation for locally produced content has led to an increase in the market’s success. The Wedding Party and its sequel Wedding Party 2 released by director Kemi Adetiba in 2016 and 2017 generated over $2 million, beating out US blockbusters for the first time.

It is a well-known fact that Nigeria is home to some of the most talented and dedicated creatives in the global entertainment industry. In less than three decades, Nollywood has evolved from the early days of "Grab your copy now!" to become the second-largest global film industry due to the innate tenacity and dedication of all those who saw the undisputed purpose of Nollywood- to bring Naija to the world!

Netflix is one of few entertainment companies that seems to value authentic African stories, told by African voices.

Since establishing its presence in Nigeria in 2016, Netflix has achieved many notable milestones in Africa and seems to have fully embraced all that Naija offers with

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their recent announcement of a multi-title partnership with Nigeria's most prolific storytellers- Kunle Afolayan.

The multi-title partnership not only cements the strong relationship between Netflix and Kunle with three branded films from his own production company, Golden Effects but also suggests that Netflix has a deep commitment to Nigeria.

All three will be set in Nigeria, the first of which will be an adaptation of NigerianAmerican novelist, short-story writer, playwright and screenwriter, Sefi Atta’s third novel, Swallow. The novel is about a naive secretary who, after a series of career woes, considers her roommate’s offer to work as a drug mule in mid-1980s Lagos.

The stories are diverse in genre, riveting in the storyline, and more importantly, uniquely Naija!

Afolayan confirmed in a recent interview with Ben Amadasun, Netflix’s director of content for Africa that he has concluded principal photography for the film.

Following up on his style of casting non-actors in lead roles, Afolayan’s latest

film stars singer Niyola, Eniola Akinbo, as Tolani Ajao.

Other cast members include Chioma Akpotha, Deyemi Okanlawon, Ijeoma Grace Agu, Omotunde Adebowale, Eniola Badmus, Mercy Aigbe, Kelvin Ikeduba, Joke Muyiwa, BBNaija reality star Thin Tall Tony, and Olusegun Akinremi Netflix members can expect the first original from this deal, Swallow (based on the book by the acclaimed author Sefi Atta), to premiere sometime in Q4, while the other titles- Anikulapo and Recall progress through their respective production stages. Even with Kunle Afolayan keeping his cards very close to his chest, there is undoubtedly a growing excitement to watch more of his bold and sophisticated takes on the Nigerian perspective in his upcoming projects.

Netflix aims to capture the true essence of what makes Nigeria and Nigerians so unique by amplifying Nigeria's stories to the rest of the world because they genuinely believe that great stories can come from anywhere and be loved by anyone. BD

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K

SPOTLIGHT

unle Afolayan, actor, film producer, and director, said in a 2010 interview at the premiere of his film- The Figurine (Araromire) in Atlanta, GA, USA. Kunle Afolayan, born on the 30th of September 1974, is from Igomina, Kwara State. He is married to Tolu Afolayan and together they have four children.

His father, the famous theatre and film director-producer Adeyemi Afolayan, popularly known as Ade Love, belonged to the traveling theatre between the late sixty’s and the early seventies before he began making films. Kunle Afolayan’s desire to be in the film industry was partly a natural progression because he grew up in the industry and was involved in the business of film making while working on his father’s projects.

Although, in a 2010 interview he expressed that his father never encouraged him to produce films because filmmakers weren’t financially buoyant at the time.

In 1997 Kunle Afolayan’s interest in acting was piqued; he approached some producers who were not enthusiastic about hiring him, all but one Tunde Kelani- a filmmaker Kunle grew up seeing on his father’s set. In 2005, after acting in projects like Saworoide and Agogo Eewo, he quit his banking job and enrolled in the New York Film Academy to study Digital Film Making.

Once he finished at New York Film Academy, he returned to Nigeria and set up a production outfit called Golden Effects Pictures. This decision was spurred by him identifying a need for a change in the way Nigerian films were produced and decided that participating in the actualization of that change would be more worthwhile than condemning would have been.

In the same 2010 interview, he referenced the film saying, “Now I think it’s the only thing I can do”. This was after the release of Irapada in 2006 and the more recent successful premiere of The Figurine (Araromire) in 2009, which went on to win the Africa Movie Academy Award for Best Nigerian Film. Since then, Golden Effects Pictures have produced multiple household favorites like Phone Swap in 2012- winner of Best Film in the Abuja International Film Festival Golden Jury Award in 2012, the 2014 Nigerian Independence Day title - October 1, which won the 2015 African Movie Academy Award for Best Nigerian Film, and The CEO in 2016. Additionally, the production company created The Tribunal and Omugwo in 2017 before putting out Mokalik in 2019.

Kunle Afolayan’s has worked with Nollywood veterans and hot shots like Ramsey Nouah and Omoni Oboli, who led the cast of The Figurine in 2009; Wale Ojo, Joke Silva, Nse Ikpe Etim and the legendary Chika Okpala who constituted the cast of his 2012 picture, Phone Swap. Other honorable mentions are Angelique Kidjo and Patience Ozokwor. His achievements include the Nigeria Entertainment Award for Film Director of the Year (Nollywood) in 2015 and the 2017 City People Movie Special Recognition Award.

Afolayan has been referred to as “The Kubrik of Lagos” by The Guardian UK as he is dedicated to creating films that raise the bar for what can be expected of Nollywood films. His films have also featured in international film festivals like the African Film

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Festival, New York, Abuja International Film Festival, Durban International Film Festival, and the Pan African Film Festival.

In his bid to transform the Nollywood industry, by not only putting out real Nigerian stories, he entered a partnership with the million-dollar streaming platform, Netflix when it launched in Nigeria in 2016. His films, The CEO, October 1, and the Figurine (Araromire) are available on the platform, and in 2020 the partnership with Netflix led to the creation of Citation. The success of the initial partnership has led to a 3-movie partnership with Netflix that will begin with the production of Seffi Atta’s third novel, Swallow, which has already commenced production.

The film is set to feature industry favorites including; singer Niyola, Eniola Akinbo, Chioma Akpotha, Deyemi Okanlawon, Mercy Aigbe amongst many others. Afolayan divulged that one of the other two titles is a story of folklore and fantasy and that the third deals with dementia in a manner that includes an African spiritual influence.

Kunle’s latest film Citation is a high-grossing film and we can only expect more from the new Netflix partnerships in the works.

Kunle Afolayan is a freethinking Nollywood actor, director, and p ro d u c e r w h o i s making his name on the international film scene as he takes Nollywood titles to the world and showcases African stories and culture in their true form. BD

WHO IS KUNLE AFOLAYAN? “I wasn’t fulfilled as a banker, in 2005 I resigned from the bank” Businessday.ng

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LEAD STORY

SATURDAY 20, MARCH 2021

KUNLE AFOLAYAN

“I am grateful that a platform like Netflix believes in African artists and our content and has allowed us to showcase our art on a global stage” Businessday.ng

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LEAD STORY

SATURDAY 20, MARCH 2021

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The BusinessDay Weekender sat down with Nigeria’s Leading Director and producer Kunle Afolayan to discuss his recent multi-title deal with Netflix and he shared some interesting insight into upcoming films and Netflix’s plans for Nigeria What are the highlights of the partnership/What How do you feel about Net flix ’s investment does this deal entail?

In this new partnership with Netflix, in Africa and African we will produce three new diverse films: a historical drama, a folklore fantasy, and a character drama. All three will be set in Nigeria, the first of which will be an adaptation of Nigerian-American novelist, short-story writer, playwright and screenwriter, Sefi Atta’s third novel, Swallow about a naive secretary who, after a series of career woes, considers her roommate's offer to work as a drug mule in mid-1980s Lagos.

Netflix has over 200 million subscribers globally. Do you feel that streaming platforms

Can you tell us how a bit more about the titles?

Well, there are three very diverse types, different genres. Starting from Swallow, which is an adaptation of an original book by the Nigerian American writer- Sefi Atta. The second is a story of folklore and fantasy. And then the last one, which deals with sort of dementia with a bit of spiritual twist- there's that Nigerian/African side to it. So, these are three different genres, and I'm really excited about this and the fact that it is exclusive to Netflix- globally. This is such a great, great time.

What was it like shooting during COVID-19?

It was a very interesting and unique experience since it’s not something we have done before. We ensured all the Covid-19 safety precautions were adhered by everyone on set.

stories?

Netflix investment has been amazing on the African continent and Nigeria in particular, and their continued support of great storytelling shows. We know the African continent presents brilliant creatives and talent and I’m so excited for the rest of the world to enjoy our distinct voices.

How does it feel to showcase your story and artistry on a global platform like Netflix, where you have the opportunity to share your work with the world?

It’s an incredible opportunity and one I am humbled by. I am grateful that a platform like Netflix believes in African artists and our content and has allowed Yes, the films will be available globally, us to showcase our art on a global stage. I at the same time on Netflix in 190 am excited about the doors that are finally countries to 204 million members - which being opened for African creatives. is incredible!

Wil l th e sto r i es b e available on Netflix all over the world?

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building long-term partnerships with local creatives while finding authentic stories from across the world. I’m proud to be working with them to bring these 3 films to a global audience. So far, my partnership with them has been very collaborative and empowering, giving me the freedom to materialize my creative vision for the stories with authenticity.

are the future of the entertainment industry?

Streaming is definitely the way of the future and platforms like Netflix allow for shows to be received around the world with ease. Streaming platforms allow people to watch what they want when they want and on their terms, which is fitting for the consumption-driven digital age we live in.

Net flix ’s investment in “local storytelling” around the world is increasing. What do you think about this and why are you excited to be part and I’m very excited to see how these Nigerian stories will be perceived by of this in Nigeria?

Netflix is a big believer that great stories can come from anywhere and as a fan of many of the Netflix stories, I agree! Netflix is exploring previously untold stories and it’s clear that language is no barrier as Netflix audiences have an appetite for stories from all over the world.

It is great to be part of this new adventure

people across Africa and on a wider, global stage.

Why do you think Netflix signed this deal with you?

That's a question for Netflix but they have always been actively committed to

What inspired you to bring these three titles to life?

kay, well, I'll not like to give too much O away, but I'll just brush through, some insights-Swallow, for example, is a book I read a while back. It's a story that was set in 1985/86, thereabout with a subject matter that resonates with everybody globally, with a story that is authentic to Africa. And then the next one, which I call folklore, this is something I've been working on, for over five years. Originally, we wanted to make it a series, because the story is set in the 17th century in the Oyo empire, which is Southwest Nigeria. I'm so excited about it because I know it's going to change the game! It's going to be like you watching a Game of Thrones or a Troy from an African perspective. it is deep, it is authentic, it's a core story about Africa set back in time. Then the third one deals with dementia- it's a story about a single family where the husband and wife have had 10 years of being together, but on the day they celebrate their tenth anniversary, the wife wakes up and she cannot recall the last 10 years.

Where and when will the films be available?

The films are currently at different stages of production however, the first one will be available on Netflix globally in 2021. The exact date is yet to be announced.

Why should the audience watch these films?

In all honesty, to be entertained and enthralled by these three stories. BD Businessday.ng

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SATURDAY 20, MARCH 2021

HEALTH

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HEALTHCARE IN THE ‘GOLDEN YEARS’: WHO GETS THE BILL? DR. HELEN ZIDON

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t is tough to watch your parents age. Having to witness your caretakers become dependants can be quite the emotional ordeal. Aging is accompanied by chronic health conditions, such as alzheimer's, arthritis, kidney disease, cancer, and high blood pressure, which make it increasingly difficult to live independently. The post-retirement phase of life or ‘golden years’ are usually accompanied by a myriad of inevitable personal, social and health factors that must be taken into account to minimise any impending anxiety and stress. It is important to consider that the older you or your loved ones get, the more likely it is that long-term care is going to be essential. Depending on where you are in the world, this care could either be governmentfunded, or completely private.

In most African countries, there is a cultural mandate and expectation that the responsibility of managing the wellbeing and welfare of the elderly or older adults should fall on their offspring or close relatives. Nursing homes, assisted-living facilities, convalescent homes, etc. are rarely considered as

viable options for the elderly. To put it simply, the consideration to house your aging parents in a facility that is not your home, would be deemed as negligent or hyperbolically, a taboo. And frankly, beyond personal or private care, there aren’t many other options. 3% of Nigeria’s 206 million population are over the age of 65 years old; and currently, there are only approximately 25 functioning assisted-living facilities or nursing homes for senior citizens.

Older adults are largely dismissed and grossly underrepresented in health-related policies. According to the 2020 Healthcare Budget, as published by the Budget Office of the Federation of Nigeria, only 6,294,379 Nigerian Naira (approximately €14,000) is allocated to 'Operationalization Of Elderly Health Care Program In Nigeria/Advancing The Health & Wellbeing Of Adolescents And Young People Through Provision Of Adolescent And Youth Friendly Services’. The only other mention of elderly care in the budget is for the ‘Construction Of Day Care Centre For The Elderly In Iyin Ekiti, Ekiti State’ which Businessday.ng

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16 HEALTH

SATURDAY 20, MARCH 2021

paying health insurance premiums.

This has grave consequences (pun intended) not only for the current elderly population, but also for the 62% of Nigerian who are under the age of 25.

That population group will be inheriting a system which is not built to take care of them in their old age, with no policies, social security and funding. It is never too late to start looking into what the ‘golden years’ will look like for you or your loved ones, and most importantly, who is getting the bill. was allocated 132 million Nigerian Naira (approximately €283,557). In totality, this represents approximately 0.92% of the annual national budget for healthcare.

This pales in comparison to the annual cost of elderly care in Sweden (one of the top 4 countries for aging), which was SEK 121.7 billion (USD 13 billion, EUR 11.6 billion) in 2017; this is funded by municipal taxes and government grants, and the costs paid by the elderly themselves are subsidised and based on specified rate schedules.

The elderly population in Africa is amongst the most vulnerable to economic hardships. With age comes growing demands in healthcare that require adequate geriatric medical services; these usually come with extortionate medical costs and premiums. The absence of befitting policies, social security systems, pension schemes and health coverage for older adults ultimately results in poor health outcomes. To put it into context, more than 170 million Nigerians pay outof-pocket for access to medical services.

This translates into about 60% of all health spending being financed directly by households without insurance. As of 2016, only 7.9 million people (~4.2% of the population) were covered by the National Health Insurance System- majority of these being civil servants and their dependents.

The situation is even more dire in rural areas, where many elderly adults may not have been formally employed with a company or government organization, and are largely dependent on income from menial jobs and manual work on farms.

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The elderly in these areas are mostly For immediate elder care services, uninsured and tend to suffer from multiple check out: GeroCare Nigeria and Rock health conditions which are undetected Garden Homes. BD and unaccounted for.

Nigeria, Rwanda and Cameroon are the only three countries within Sub-Saharan Africa which are yet to enact policies for senior citizens into their legislature. Other countries in the region (e.g. Mozambique, Uganda, Tanzania, Zimbabwe, Kenya, Ethiopia and Malawi) have done a better job in ratifying or implementing bills or policies which focus on the aging population. Only Senegal, Ghana and South Africa have implemented free healthcare for the elderly or exempted them from

Dr. Helen Zidon is the Deputy Head of Medical Information at Aspen Pharma Group, where she oversees the medical information functions of Aspen territories globally for multiple widely used pharmaceutical products. She is a public speaker and advocate for Global and Public Health, accessible and streamlined medical care, and the incorporation of Medical Technology in medical academia and medical practice.

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BRANDS

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DEAR CEO, ANALYSE YOUR CUSTOMER JOURNEY TO OPTIMIZE IT

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BELLA IKEME

few years ago, we were consulting for a business in Lagos with offices in Abuja, Port-Harcourt and Bayelsa.

It was a thriving architecture firm and had recently opened an interior design business, to support their services. It was the first time that I was working with an architectural firm but they were super pleasant, easy to work with and most importantly – they were ready to do the work. They appreciated that it wasn’t just on myself and the team to produce the required magic.

At the time, they had no website, no social media channels and absolutely no online presence. They did have a registered domain but had never even bothered to put up a holding page. Business had been really good and they had been too busy to even notice or take stock of their marketing.

However sometime in 2017, two of their biggest clients got into some financial difficulty and they were suddenly not so busy anymore. I met one of the partners

at an event and for purposes of this conversation, let us call the partner David.

David and the other partners were outstanding architects or like they say ‘starchitects’, but had simply never done much with regards to marketing or business development. They were young, charismatic, hardworking and had launched the firm a few years after they got back to Nigeria. They had a few anchor clients who were frequent property developers and had always been able to survive on referrals and networking. When I look back at it, they were actually really exceptional at account based marketing.

The biggest problem was that they had been in business for 11 years but had never reviewed their business using data. Sure! they increased revenue and expanded the team year on year, but they had not really ever ‘looked’ at the business.

Armed with large doses of enthusiasm and objectivity, we practically moved into their office for 3 weeks to first of all understand their business operations. I

will share all that we did and how it was important to get them back on track: Analyse your customer journey to optimize it.

Whatever business you do especially if it is a service business, it is critical to analyse the customer journey.

• How do clients approach you or how do you approach them?

• How do you determine if you are a great fit for them or even vice versa?

• What immediate value are you able to present at first meeting or contact?

• How do you quickly ingratiate them to your brand regardless of their stage in the buyer’s journey?

• How do you maintain and nurture the relationship to close a deal? Who is responsible for it? Who is accountable?

• What information do you readily present at each objection to the sale?

• What resources do you deploy to marketing and new business development?

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• How do you onboard new clients?

• How do clients approach you or how do you approach them?

This has to be a busy two way street. Your business development efforts are defective if you do not have active strategies for attracting prospective clients to yourself or going out there to get them. Think cohesive branding, ideal client profiling, lead generation website, database segmentation, email marketing, social media marketing, event marketing and content marketing. These activities are by no means exhaustive but get started on at least 3 of these to begin to see immediate results.

The Best Part: You are able to constantly track, review and iterate because these activities all produce verifiable results to help you make better decisions.

How do you determine if you are a great fit for a client or even vice versa?

Do you have a very good knowledge of who you are called to serve and for whom do you offer the highest value? Sometimes the problem is that you have either not critically analysed your ideal customers (as an existing business) or created the right client profiles (as a new business) to target prospects efficiently. From demographics, psychographics, behavior, technographics to geography/location. You must develop an always-on process for doing this.

The Best Part: Just like in every relationship, the better you know and understand each other, the longer and more mutually rewarding the relationship becomes.

language. Think about your customer’s pain points and make sure to address it quickly. If you don’t study their pain points and know exactly how to make them feel better, you have some work to do!

The Best Part: Just like in 2017, working with David and his partners and especially now in post-Covid life..your customers expect you to be ‘human’ and ‘humane’. Customers expect brands to be almost intuitive about their needs because you understand them.

How do you quickly ingratiate them to your brand regardless of their stage in the buyer’s journey?

Even though the buyer’s journey has in recent times become more convoluted than a child warped in yarn, there are still the basic stages of Awareness, Interest, Decision and Action.

• The prospect has to be aware of their problem as well as the available problem solving brands.

• The prospect has to be interested in not only solving the problem but paying for the solution.

• The prospect has to decide to solve the problem and actively seek out ways to do so.

• The prospect has to take the action(s) required to solve the problem, and at this point you want the prospect to choose you as the problem solver.

Do you know what to say or do to a prospect at each of these stages? You must take out the time to think through the behaviours that drive or are apparent in each of the afore-mentioned stages, so you have the best response to keep the conversation going and in your favour.

The Best Part: After you do this a few times, it becomes second nature and you are also quickly able to identify the behaviours that are unique to your service or industry as well as the unique value propositions that you may not have considered prior to the exercise.

What immediate value are you able to present at first meeting or contact?

Do you have a process? If it’s online, what are the touch points that determine the possible pathways to find you? Is it seamless or cumbersome? Do you start solving problems possibly through providing great content that at least answers basic problems? If it’s in person, How do you maintain and what is the message you pass across..not nurture the relationship only with your words but even your body to close a deal? Who is Businessday.ng

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responsible for it? Who is accountable?

The best approach is an integrated one that utilizes and fully deploys online and offline marketing activities working in perfect synergy. You must define a strategy and process for deftly navigating the prospect towards the close. Do this in an omnichannel manner so it is not evident that you have actually made contact or interacted across various channels and tactics. All the customer knows is an amazing experience that is seamless and stress-free. There must be at least 1 person regardless of the size of business who is responsible for monitoring this process.

Unfortunately, it cannot be outsourced as someone in-house must manage the process to see the best results.

The Best Part: This process provides and reveals the most amazing data.

It is also a major brand differentiator that must not be taken lightly as this is what your prospects and customers will remember the most.

What information do you readily present at each objection to the sale?

This is only possible if you have done the

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efficient manner.

What resources do you deploy to marketing and new business development?

This is really just about the human and financial resources required to get the job done. After you define your objectives and create the strategy to achieve them, it is important to clearly define the resources.

Would you be outsourcing, hiring internally or a combination of both? Do you want to dive right into the deep end or do you want to pace yourself? This is unique to each business but I will share my recommendation. If you have not done a lot of marketing in the past, you should outsource at the beginning with a dedicated in-house person managing the process and then work your way into building in-house capacity.

The Best Part: You will definitely see positive changes not just in the new business development aspect of your business but in your brand’s visibility and overall business health.

How do you onboard new clients?

This right here could be a deal-breaker!

After all the work has been done, uphold it with an efficient and pleasant onboarding experience that makes the customer feel like they have made the best choice.

The Best Part: Efficiency, Effectiveness and Happy Clients.

Remember this – only happy clients make referrals. afore-mentioned properly. Take the time You are also better able to present your PS: I got the permission of David and the to listen to your prospective and existing online and offline marketing collateral rest of the team to use their project as a clients to discover the similar behaviours to address these objections in an case study. BD and comments during sale objections.

Then look back into your business and Bella Ikeme is a multipreneur, business growth and profitability determine how to respond and how far you enabler, a partner and catalyst for African businesses and entrepreneurs. She is the Founder & CEO of Caizen Business are willing to go to convince the client to Development Company that provides marketing, communications stick with you. Sometimes, I find that it is and content solutions for professional services and other service really a case of how and where you provide businesses. It is her unwavering belief that Africans have the ability the information that the customer needs to to build successful legacy businesses that not only impact lives, but move forward. the socio-economic development of the continent. When she is not working, she is spending time with family and friends, reading, The Best Part: After you do this exercise, journaling or obsessively studying the Japanese. it pretty much becomes ‘plug and play’.

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RELATIONSHIP

SATURDAY 20, MARCH 2021

DO OLD FLAMES DIE? UDY OSARO-EDOBOR

Tim Phillips' POV.

I

have a regular workout routine which I follow strictly but for some reason, I have been feeling really lazy lately.

I was feeling tensed muscles all over my body, the weather was friendly, I needed a walk, so why not? It was supposed to be a short walk but uuuh! it felt really good so I decided to go up the CMS bridge and then back to the office.

Half way up the bridge and I sensed that familiar face popping up like it always did. You see, this has been a regular occurrence over the years. Almost every lady I came in contact with looked like Amaka (even my wife).

This particular day was different though. I actually heard her voice. It wasn't just a voice in my head or an imagination. It was Amaka. Right in front of me. Wait what?? Was I shocked or was I shocked?

"Who send me to climb bridge ooo?"

Anyway, for many years I have rehearsed what I'd say to Amaka if our paths ever crossed but here I was... tongue tied. She was still breathtakingly beautiful. The years have been good to her. She even looked more beautiful than I could remember. I wanted to hate her but damn! I couldn't.

Seeing her again made me realize that I never stopped liking her. Every anger and resentment I felt towards her disappeared and gave way to warmth and pleasure. I was so excited that I thought my heart would wring. I needed to get away from her. I Businessday.ng

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could not afford to make a fool of myself.

We exchanged phone numbers and I left. I wanted to steal one last look at her but the thought of her catching me in the act made me change my mind.

I felt miserable for the rest of that day. I wanted to call her but Iike I said, I didn't want to make a fool of myself. I kept looking at my phone anticipating a phone call from her but I didn't get any. Amaka disappointed me. Three days later, just when I was about giving up, the 'Cupid Angel' winked at me. Amaka sent me a text message and that was all the cue I needed to rekindle our

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friendship.

dancing). We started to hook up for lunch every afternoon. These were the highlights of my week. Then we spent the weekends texting each other. Tim mentioned that his wife had complained about the long hours he spent on the phone but he couldn't be bothered. My husband on the other hand is married to his business, he didn't have time for anything or anyone but his business so I didn't have monitoring spirits lurking around.

Tim and I seem to be picking up from where we left off ten years ago. He is the Ying to my Yang and I think I still find him attractive... (scratch that), I think am still in love with him. Our casual and friendly banters are getting flirty and I am totally enjoying them. (Hey! don't insult me please).

Well, it was Valentine's day a few weeks ago. My husband was out of town and Tim's wife was working late so we spent the day together. The tension between us was so strong you could cut it with a knife.

Nothing physical has happened between us (YET), but I know it's only a matter of time before it does.

It is obvious that the old flames haven't died. I am confused. What should I do?..BD

Amaka's Story.

After struggling for three days with the idea of whether or not to call Tim, I decided to take the bull by the horn and text him, patapata he won't respond abi?.

Imagine my surprise when his response came before I even dropped my phone.

That was the beginning of several phone calls and text messages later. We talked about the past and I apologised for listening to my parents when they asked me to leave him for someone else. My parents really liked Tim until they found out that his full name is Timipreye and he's from Bayelsa. That was how I ended up in a loveless marriage, with my parents' choice... ofcourse a man from my tribe.

Anyway back to the gist jare. It turns out Tim worked at the power company just a stone throw from my office. (See me break

Udy Osaro-Edobor is the Content Creator for SoTv (Supernatural Online TV) Nigeria. She is a movie/scriptwriter, editor, and proofreader. She has several stories to her credit which she posts for free on her Ebook called Udy's Chapter.

She is currently working on two short movies. Udy is also a wife, mother, and a "serial entrepreneur".

udy1717@gmail.com

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22

CLIMATE

SATURDAY 20, MARCH 2021

Restoring our Forests Advocacy: In Celebration of the International Day of Forests (March 21, 2021)

A

bout half the land in Nigeria used to be covered in trees.

Today, Nigeria has lost 96 percent of its forest due to deforestation. This is alarming and catastrophic! As of 2005, Nigeria has the highest rate of deforestation in the world according to the Food and Agriculture Organization of the United Nations (FAO). Between 2000 and 2005 the country lost 55.7% of its primary forests, and the rate of forest change increased by 31.2% to 3.12% per annum. Forest has been cleared for logging, timber export, subsistence agriculture and notably the collection of wood for fuel which remains problematic in western Africa. The country's rainforests are fast declining. And if action is not taken, we will continue to experience increase in temperature due to global warming.

fossil fuels, cutting down rainforests and farming livestock.

For this reason, the STEAM students of Caleb British International School, Lagos Nigeria have created 3D recycled project to drive Tree planting initiatives and advocacy titled: Restoring our Forests (Afforestation and Reforestation).

Figure 2: Project participants; Chisom Okonkwo, Kanyinsola Jegede, Milly-Jane Dzikwi and Timandra Usoroh with the Project Coordinator, Prince Olusegun Adeniyi Figure 1: Nsa Tenley and Prince Olusegun Adeniyi (the STEAM project Coordinator) The fact is that our planet is becoming warmer every day, which is known as global warming. Global warming is one of the greatest problems in the world today. Global warming is a phenomenon of climate change characterized by a general increase in average temperatures of the Earth, which modifies the weather balances and ecosystems for a long time. It is directly linked to the increase of greenhouse gases in our atmosphere, worsening the greenhouse effect. Humans are increasingly influencing the climate and the earth's temperature by burning

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The project highlights the benefits of planting trees which is geared towards instilling the culture of maintaining the ecosystem and sustaining the rainforest. Without the plants, the climate may become dryer and growing food could become impossible for many. Rainforests play a practical role in keeping our planet healthy by absorbing carbon dioxide and releasing the oxygen that we depend on for our survival. The absorption of this CO2 also helps to stabilize the Earth's climate. As trees grow, they help stop climate change by removing carbon dioxide from the air, storing carbon in the trees and soil, and releasing oxygen into the atmosphere.

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The Artists (students and teacher): Favour Oyeyipo, Umeh Adetutu Rita, Ikechukwu Iheannacho, Nsa Tenley, Mykelti ogbeide, Kosochuku CyrilUkpaka, Adedokun Ayomide, Gilead Okechukwu, Olabiyi Gideon Tomilola, Oladipo Agboola Samuel, Onosetale Osegbale, Iweha Esther, Anyaogu Emmanuella, Onugo Stephane, Kanyinsola Jegede, Okonkwo Chisom, Timandra Usoroh, Milly-Jane Dzikwi, Keziah Archer, Melogo Bosah, Naomi Adeyemi, Ayeyemi Daniella and Prince Olusegun Adeniyi Science Teachers: Mr Ima and Mrs Sodiya Figure 3: Project participants; Naomi Adeyemi and Daniella Ayeyemi with the Project Coordinator, Prince Olusegun Adeniyi

Art teachers: Prince Olusegun Adeniyi, Mr Magnus, Mr Edosa and Mr Edet.

This project was executed with about 90% recycling materials. Recycling is an absolute necessity for dealing with waste and another response to reducing global warming. The goal of this project is to champion the culture of planting trees in order to: • Restore our forests • Preserve biodiversity • Prevent climate change and • Reduce global warming This project is related to SDG 13: Climate Action; SDG 12: Responsible Consumption and Production; SDG 15: Life on Land. Learn more about the project at www.calebsteamhub. blogspot.com.

Figure 4: The school principal, Mrs Esther Ebor and the STEAM project Coordinator, Prince Olusegun Adeniyi.

The STEAM project Coordinator: Prince Olusegun Adeniyi Businessday.ng

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MEDIA

SATURDAY 20, MARCH 2021

GROWING BRANDS WITH MEDIA RELATIONS FEYISITAN IJIMAKINWA

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t has been said, and remains so that a brand is more than a logo. To connect with their customers on a deeper level, companies use branding to convey a unique personality, essence, or vision to their target audience. Through things like website design, tone of voice and even marketing, you can develop a reputation, for the business, that drives sales and opportunities.

For a long time, we had the radio, television, and newspapers or magazines. Now, however, we’re living in a digital world where media relations can include everything from interactions with influencers to discussions with bloggers, and more.

To keep things simple with our media relations definition, we refer to it as a mutually beneficial relationship between a brand and a specific media outlet. That media outlet can be anything, from offline newspapers or journals in a particular industry to a blog or even a vlog channel. The only important thing to remember is that the media contact needs to have sway over a specific group of people. Hopefully, those people will be in your target audience.

However, it’s difficult to create a solid reputation using nothing but your own marketing messages. That’s because when you are new to a business landscape, new market or you have a new product or service, you may not have the weight or authority to roundly and truly influence the way that your customers feel. It takes a lot of time, proof and persuasion to convince your audience that you are the fun-loving, socially conscious, responsive and trustworthy As well as publishing a new news story on your website and brand that you say you are. That is where media relations comes your social media pages, your media relations campaign could mean that you share that message: into the picture.

• On industry forums.

What is media relations?

• On specific news websites.

Media relations is a subset of public relations. While public • Through television and radio shows. relations involves the way that you present yourself to everyone • In magazines and print media. (the general public), media relations concentrates on brands’ • Through vlogs and videos from influencers. interactions with a very specific audience: the media.

In the past, it was a lot easier to define media relations. The • On social media (via influencers). number of outlets that people had for information was limited. The better your media relationship becomes, the easier it will Businessday.ng

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be to ensure that you’re reaching a wide and engaged audience every time you have something important to say.

Why is media relations important?

A note of warning here: Media relations isn’t just another promotional strategy.

story through a media outlet, you expand your brand reach to include everyone in that company’s audience. The right media relationship can expand your sales opportunities and help you to reach new possible clients like never before.

• Search Engine Optimization (SEO) potential: When you interact with various forms of digital media to improve your position online, you can also benefit from search engine results. Backlinks and mentions from other authority brands can help boost your position too. This is particularly true in the age of E-A-T, where Google is prioritizing Expertise, Authority and Trust.

For existing companies, a solid media relations strategy adds credibility and weight to the message that you’re sending out in the world. For new businesses, the benefits of media relations can ensure that you grow and gain attention much faster than you would on your own.

The Nigeria Institute of Public Relations (NIPR) defines public relations as a “strategic communication process” that builds relationships between businesses and the public. On the other hand, media relations is all about strengthening the ties that you have with specific influencers, journalists, and editors that will help you to reach your adoring public. While public relations shapes the message that you want to send to your wider audience, media relations provides a megaphone and a wider area to cover.

Media relations is how you give some extra punch or weight to the message you’re sending out to the world, by filtering your content through a more credible environment.

Make the most of your media relationship

You won’t use your connections with influencers and journalists every time you have something new to share. What’s more, media relations can’t be a substitute for a proper strategy for the development of brand identity. You still need to run marketing campaigns and prove yourself to your audience in other ways.

However, media relations can help to complement your brand activities, to generate more attention, and more credibility for your brand.

Here are some of the biggest benefits of media relations: • Trust development: Potential customers are more influenced by the people that they trust, from market influencers to journalists, than brands. A company can tell a client that it’s reliable and valuable for decades, and that message still won’t hit home until another, credible figure confirms it.

• Brand reach: Posting a news story about your business on your website is great. On the other hand, if you publish a

With the right media relations, businesses of all sizes and backgrounds can accelerate their growth and discover new opportunities. However, it’s important to remember that media relations aren’t a one-size-fits-all concept. The definition of “media” as we used to know it is changing. With things like social media, blogs, vlogs and podcasts to think about, the way that you define media relations for your business might be very different to the strategies another company uses in the same industry.

Last line: The key to successful media relations campaigns and processes is finding the outlets that have the most influence over, and impact on your target audience, develop the right strategies, and shoot your shot. BD Feyisitan Ijimakinwa is a Reputation and Perception Management expert.

He has managed some top brands quoted on the Nigerian Stock Exchange, and continues to write on reputation strategies, brand intelligence and corporate communications.

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FINANCE TOON

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SATURDAY 20, MARCH 2021

SATURDAY 20, MARCH 2021

PRESS RELEASE

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From 22nd to 24th April, Heineken Lagos Fashion Week will present ‘Woven Threads II: Moving in Circles’ in partnership with Fashion Revolution. The hybrid showcase is inspired by traditional craft and the need to adopt a more responsible approach to producing fashion on the continent.

COVID-19 exposed the inadequacies of the traditional linear economy that requires a continuous flow of resources, often sourced from far away areas of the globe, which in the long run, depletes natural resources and creates large amounts of waste. In addition, when a major disruption like the pandemic, which we are all living through, occurs this linear model collapses, with local businesses lacking the resilience to recover. It is for this reason, a lot of emphasis is being placed on adopting a local circular economy which aims at every level to reduce, reuse and recycle waste.

The global fashion industry has long been criticized for being a main driver of consumption and waste, as such, this is a critical conversation in designing the future of the African manufacturing industry. How do we build circular value cycles, focused on social and economic growth models that are efficient, better balanced, sustainable and more local which have proven to be more resilient and efficient to address the needs of the population and fasten the recovery of businesses?

Continuing on this narrative established in its inaugural edition, ‘Woven Threads II: Moving in Circles’ will again focus on highlighting the drive towards a circular fashion economy in Africa by spotlighting designers that demonstrate innovative sustainable practises that consider community, pollution and waste. Woven Threads will feature the work of designers working to close the product life-cycle with an emphasis on waste and recycling. Featuring designers include: Awa Meite, Bloke, Chiip O Neal, Emmy Kasbit, IAMISIGO, Nkwo, Pepperrow, This is us, amongst others.

Heineken Lagos Fashion Week will be leveraging technology to speak to the future of sustainable fashion in Africa with Video Presentations, Live Studio Tours and Fashion Business Series (FBS) which will lead digital panel sessions.

For more information and to keep track of all things Heineken Lagos Fashion Week please follow us on Instagram @lagos fashion week official or visit http://lagosfashionweek.ng/ Woven Threads will be a hybrid of physical and digital presentations that will adhere to Lagos State and Federal Government guidelines.

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RELATIONSHIP

2021 SATURDAY 20, MARCH

COURTING IS A TIME OF INQUIRY IBUKUN AKINBAMIJO

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think it is important to know that as magical as fancy dates are, they truly aren’t the essence of courtship. There are many more amazing things than lovely gifts. Fantastic posts on social media singing your praises are also great. However, insightful conversations that provide a comfortable cushion to build your marriage on are essential

What are you talking about in your courtship? Courtship is a time of inquiry, both physical and spiritual(if you are) inquiries.

While asking all the possible questions from your intended, also stay prayed up. God is not wicked, the things you cannot find out from physical inquiries, God can and WILL reveal to you. Many times, I have sat with clients trying to ‘blame’ God for the errors in their marriages. There is something called ‘Spiritual Responsibility’, which is taking care of your own part. There is an ancient saying that ‘God is always speaking, we are the ones not listening’ and we will only be able to judge God unfaithful when we have been faithful on our own path.

Many singles are leaving certain things to chance and hoping that things will sort themselves out in Marriage. Have you discussed your take on conception and delivery? What happens if there is are problems with conceiving? How open are you both to assisted conception if need be? What is your take on ‘Hebrew women’ delivery and Caesarean section? Have you spoken about

sex? Yes, you’re a virgin but there is a difference between having sex and talking about sex. I personally believe that virginity is not same as naivety. Talk about sex. What are your fears? What are your boundaries? If first time sex is too painful, what will you do?

Are you both open to sex therapy and coaching?

Have you spoken about your faith? If you don’t fully subscribe to his religion, have you both spoken about that? In an interfaith marriage, how will your children be raised? What is your take on discipline? Is there a family constitution that you both will uphold in your marriage? What is the Emotional intelligence charter that will guard your marriage and home?

How will you handle your in-laws? How will you set boundaries with in-laws? What are off point topics with in-laws? What are your conflict resolution strategies? What kind of third parties are allowed?

Enjoy the fancy dates and the plenty gifts but most importantly, have conversations that will make your future with each other smoother. And please, pray if you’re a person of prayer.

Pray intensely! Many people are getting married to versions of their spouses that don’t exist or versions they have been shown, trust God; the discerner of all thoughts and the revealer of all intents to show you what you’re missing. Marriage is a beautiful journey, may yours be a good lot! BD

Ibukun Akinbamijo is a visionary who keeps adding value to men and women. She is the Founder of The Evolution Center; a coaching platform that offers edifying courses engineered towards the training of men and women, to help them live a holistic life. She holds a Bachelor's degree in International Law and Diplomacy, and a Master's Degree in Political Science. A Certified Life Coach, Neuro-Linguistic Programming (NLP) Practitioner and an Emotions Therapist. She is also an Emotional Intelligence Specialist. Ibukun is a ball of fire who has authored 2 life-transforming books with a number of other book projects in the works, as well as being an Accredited Mediator and ADR Registrar who specializes in peace and conflict resolutions. Connect with her via Email - akinbamijoibukun@gmail.com

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SATURDAY 20, MARCH 2021

BOOK REVIEW

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Use Your Voice – A Review of Melinda Gates’s The Moment of Lift Book Title: The Moment of Lift: Empowering Women Changes the World Author: Melinda Gates Publisher: Bluebird Year of Publication: 2019 Number of Pages: 273 Category: Memoir

The Moment of Lift: Empowering Women Changes the World

T

TITILADE OYEMADE

rying to speak out as a woman and in a place like Africa could be stressful and, as a matter of fact, overwhelming. It usually is a frustrating and uncomfortable “adventure”, yet a much rewarding journey.

You want to speak up but it is at the risk of your opinion being considered worthless or that nothing would happen when you speak. The reasons for these fears are varied and include social and cultural biases which one does not expect society to change overnight. Despite these odds, the important question, however, is: how and when do you begin the process of finding and using your voice?

Enlightening, inspiring and insightful, The Moment of Lift, written by Melinda Gates, covers Gate’s childhood, her marriage to her business magnate husband, the women she's met and finally her transformation into a girl and women advocate.

Many people know Melinda as wife of billionaire and Microsoft founder, Bill Gates, but over the last 20 years and after several years of travel, Gates has been a heroic figure in humanitarian work. The sojourns left such an impression on Gate that she began to write on everything she’s learnt.

This book tackles three broad themes: women empowerment, breaking barriers and gender equality. Family planning, for instance, is one of the issues addressed. Anyone who is even familiar with Melinda is probably aware that family planning has been one of the most important campaigns of the Bill and Melinda Gates Foundation. In this work, you will read about child marriage, lack of access to contraceptives, gender inequity in the workplace, among others.

Also, you will read about how Melinda grew up as a good Catholic girl, the Catholic Church’s position on contraception and how she justifies access to contraception and family planning. Despite the criticism by the Catholics, she never allowed herself to be broken by the system.

This book is easy, told with emotions and every chapter comes with a lesson to be learnt. Melinda’s message comes with love and courage. She's not the greatest writer but she is genuine.

It was fascinating to read about the stories of some of the women

which were honest and heartbreaking. Throughout the book, Melinda seems to be constantly saying “If you want to lift humanity, empower women.” For Melinda, equality can empower women and empowered women will change the world!

In the end, the book urges readers to begin to speak out for what they believe in and use their voice without apology. However, the book misses an opportunity to mention that men can also read the book. So, yes, men can read it too.

This book will resonate with anyone who wants to make a difference in someone else’s life or wants to make a positive change in our world. BD oy e m a d e i s a b u s i n e s s e x e c u t e i n a leading organisation and holds a degree in Russian Language. She’s the convener of the Hangoutwithtee Ladies Event and the publisher of Hangoutwithtee magazine. She spends her weekends attending women conferences, events and book readings. She loves to have fun and to help other women have the same in their lives.

Email: titi.oyemade@gmail.com Social: @tiipree Businessday.ng

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30

FASHION

SATURDAY 20, MARCH 2021

HONEST: THE ORANGE CULTURE AW/21 COLLECTION THAT VISITS FATHERSON RELATIONSHIP.

O

ELVIS KACHI

range Culture, the palpable Fashion Brand under the Founding leadership of the talented Adebayo OkeLawal, has over the years been known for its sultry renditions of menswear and androgynous clothing.

With over 10+ years of existence, the 31year old Creative Director has made sure to through the brand, redefine Masculinity in his own terms. This new visibility has earned the brand, love and accolades on favourite Fashion and Lifestyle Magazines such as Vogue and Financial Times; Shows such as New York Fashion Week and Lagos FashionWeek, as well as Physical and Ecommerce Retail Stores such as IndustrieAfrica, Nataal, The Folklore, Farfetch, Ditto Africa etc.

Upon release of the AW/21 collection, Nigerian-based Orange Culture brand followed through with its values and aesthetics into producing yet again, another mouthwatering collection with a title, Honest.

With this collection, the Founder hopes to inspire and explore the intricacies of father-son relationships, and how important such relationships are in the shaping and grooming of a man. In the official PR statement, he notes;

"For me, fashion continues to be an important way of investigating social dynamics, and I wanted this collection to truly underscore the rare but necessary condition of father-son relationship, particularly on this side of the world. It is about fathers who have chosen their sons as they are; chosen those sons who don't fit in, and are holding their hands through the journey. It is about a father who loves football, and has sons who choose to watch fashion shows or plant flowers."

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This collection is particularly interesting because it was not only designed with the use of details such as flares, frills, delicate hard textures, aged corduroys, vintage denims, mesh, cottons, crinkled chiffon, raw silks, satin, mink and Nigerian Aso-Oke for the contemporary man seeking to modernize their father's clothes, it also ventures into the exploration of art through; • Father's Love Prints: A drawing of a father with a flower in his mouth as he holds his son, representing acceptance and tenderness.

• "Held" Print: A drawing of the father holding the young son's hand through the journey; and • Flower Cave Print: A mix of vibrant colour contrasts that complicates the ideas of monotone living experiences.

Here are some of our favourite looks. BD

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Creative Director: Ola Ebiti Photography: Mikey Oshai Makeup Artist: Ajide Set Designer: Captain Claud Models: Lawal Folarin of MyBookerModels and Natsejemide of Beth Models Management.

Boots: KiingDavid Elvis Kachi is a performance-driven Fashion, Culture and Lifestyle Journalist, with years of demonstrated track records in positively impacting organizations through building and streng thening strateg ic communications, producing digital marketing contents, performing market research and managing projects.

A creative content writer, creator, illustrator, and an overall lover of artistic fashion; currently using his skills to further explore the creative space, and give a voice to a culture he believes in.

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ANTHONY NLEBEM

CAF APPROVES FANS FOR SUPER EAGLES AFCON QUALIFIER WITH LESOTHO

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he Confederation of Africa Football (CAF) have given approval for ten thousand fans to watch the 2022 Africa Cup of Nations (AFCON) Qualifier between Nigeria’s Super Eagles and Lesotho’s Crocodiles at the Teslim anchester United have agreed a £235million deal with technology company TeamViewer to become the club's new shirt sponsor from next season.

The five-year partnership has been described by United sources as the 'biggest shirt-only' deal in the Premier League and the largest sponsorship of any kind secured by a sports team during the Covid-19 pandemic.

Germany-based TeamViewer will replace Chevrolet at the start of the 202122 season on the front of United shirts, ending the American car manufacturer's seven-year run as United's shirt sponsors.

It is also understood United are in discussions over a new training kit sponsor and intend to replace Chevrolet with a new automobile sponsor.

The TeamViewer logo is blue and white but will be modified to just white on United's shirts due to their rivalry with neighbours City.

United sources have refused to give a specific figure but suggested it is comparable with the £47million-a-year Businessday.ng

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Balogun stadium in Lagos on March 30, 2021.

CAF gave the nod in response to Nigeria Football Federation’s (NFF) request to allow football fans to watch the match in Lagos, but warned that it has to

comply with the Covid-19 protocols.

“We are returning the Super Eagles to Lagos for the first time in 20 years and we felt it would not be fair to play in an empty stadium hence we applied to CAF to allow us admit fans into the Teslim Balogun stadium for our game against Lesotho later this month.”

“Fortunately for us, CAF obliged by allowing the admittance of 30 percent of the stadium’s total capacity to watch the game. So we expect about 10,000 fans to be at the stadium to cheer the Super Eagles to victory on March 30,” a source disclosed.

CAF however warned that it would not condone any breach of the Covid 19 protocols stressing that temperature check of the fans and social distancing must also be observed.

“We are putting everything in place to ensure that we meet the CAF requirements and Covid 19 protocols. All hands are on deck to ensure that we spread the fans round the stadium in compliance with the Covid 19 protocols. BD

MAN UNITED AGREE £235M SHIRT SPONSORSHIP DEAL WITH TEAMVIEWER deal Barcelona agreed with Rakuten in 2016.

The United managing director Richard Arnold said: “We are tremendously proud to be establishing this partnership with one of the most exciting and dynamic global software companies.

"The ability to connect and collaborate has never been more important to the world and our community of 1.1 billion fans and followers.

"We are looking forward to working with

TeamViewer to bring to life our vision for a partnership built on smarter ways of connecting people and businesses."

Aon, Unted's shirt sponsor between 2010 and 2014, still sponsors United's training kit, and has the naming rights for the club's Carrington training complex but that deal is due to expire in the summer.

Sharp, Vodafone, AIG, Aon, and Chevrolet were United's previous shirt sponsors. BD

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UCL DRAW RECAP: BAYERN FACE PSG, REAL MADRID RENEW RIVALRY WITH LIVERPOOL

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he draws for both the quarterfinals and the semifinals of the UEFA Champions League have been conducted in Nyon on Friday with Real Madrid, Chelsea, Borussia Dortmund, Liverpool, Manchester City, FC Porto, Bayern Munich and PSG all discovering who they will face.For the first time in 16 years, neither Lionel Messi nor Cristiano Ronaldo will be a part of the UEFA Champions League quarter-final stage as two of the greatest footballers in the beautiful game have bowed out from Europe's biggest competition at club level.

While FC Porto knocked out Ronaldo’s Juventus side in the 2nd leg, Kylian Mbappe-inspired Paris Saint Germain (PSG) thwarted Barcelona's bid of pulling off another comeback by handing Messi a premature Champions League exit in the Round of 16 phase.

a memorable double over LaLiga leaders Atletico Madrid in the first knockout stage of the elite European competition while Borussia Dortmund outclassed Sevilla to enter the last eight stage of the tournament.

Thomas Tuchel's Chelsea completed

With both clubs struggling to retain

Pep Guardiola's Manchester City hammered Borussia Monchengladbach to join Liverpool, Real Madrid, and holders Bayern Munich in the last eight of this season's UEFA Champions League.

The draw means Sergio Ramos will renew his rivalry with Liverpool when Real Madrid face Jurgen Klopp’s side in the Champions League quarter-finals.

Ramos became public enemy number one on Merseyside for injuring Mohamed Salah’s shoulder in the 2018 Champions League final, which Los Blancos went on to win 3-1.

their domestic crowns, the European Cup presents the best chance for them to salvage their season.

Now they will do battle in an intriguing last eight tie after the draw was made on Friday morning.

Liverpool must visit the Bernabeu in the first leg, where they lost 1-0 in a group game seven years ago.

Chelsea, winners in 2012, have been handed a favourable looking draw as they face Porto.

Thomas Tuchel’s men got past Atletico Madrid 3-0 on aggregate in the last round and will be heavy favourites to overcome the 2004 champions, despite them beating Juventus in the last 16.

If both English clubs progress then they will meet in another instalment of their fierce Champions League rivalry.

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Chelsea and Liverpool previously met in the last four in 2004/05, 2006/07 and 2007/08 and also in the 2008/09 quarterfinals.

Elsewhere, Manchester City’s quest for a maiden Champions League title will continue with a quarter-final against Borussia Dortmund.

City, who have never got past the semi-final of the premier European club competition, will face more German opposition after beating Borussia Monchengladbach in the last 16.

They will come up against the hottest young player on the planet in Erling Haaland.

If City can get past Dortmund then they will meet either Bayern Munich or Paris Saint Germain in the semi-final.

The German side and PSG, managed

by Mauricio Pochettino, are meeting in a repeat of last season’s final.

REAL MADRID AND BA TRIPS N

The quarter-finals will be played over the weeks of 6/7 April and 13/14 while the last four will be played on April 27/28 April and 4/5 May.

CHAMPIONS LEAGUE QUARTER-FINAL Manchester City v Borussia Dortmund Porto v Chelsea Bayern Munich v Paris St Germain Real Madrid v Liverpool

CHAMPIONS LEAGUE SEMI-FINAL Bayern Munich or PSG v Man City or Borussia Dortmund Real Madrid or Liverpool v Porto or Chelsea The final is scheduled to take place in Istanbul on Saturday, May 29...BD

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full 27 matchdays of the 2020/21 LaLiga Santander season are in the books, the same number of rounds that were completed before matches were put on hold last season due to the COVID-19 pandemic. This campaign, though, the action doesn’t stop and there is a fascinating Matchday 28 ahead as Real Madrid and FC Barcelona face complicated away trips, and as a Basque derby takes place in Bilbao.

On Saturday, the action resumes with a Basque derby between Athletic Club and SD Eibar at San Mamés. Eibar haven’t won any of their past 10 league matches, nor have they won any of their past 10 meetings with their Basque neighbours. They’ll hope it’s 11th time lucky this weekend.

On Saturday afternoon, at 17.15pm CAT, Real Madrid are in action away at

RC Celta and this could be a very tough fixture for the Champions League quarter finalists.

Eduardo Coudet’s Celta side have lost just one of their past eight matches and are causing all of their opponents’ problems.

With Real Madrid trying to catch league leaders Atlético de Madrid, they can’t afford to drop points and will need to be at their best to bring three of them back to the capital this weekend.

On Saturday evening, there’s an important game in the relegation battle as bottom-placed SD Huesca look to pick up a win when CA Osasuna come to town.

The team from Aragon have played well in recent matches, even if the results haven’t been accompanying them. On Saturday, they’ll look to take advantage of an Osasuna side suffering many injuries.

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ARCELONA FACE TOUGH NORTH The Saturday night fixture sees Real Valladolid host Sevilla FC, with both teams in need of points as the home side aim to avoid relegation and as the latter target a Champions League place. The last two meetings between these outfits have finished 1-1, but Sevilla need wins and not draws if they are to finish the season as high up the table as they want to.

Sunday then begins with a clash between two coaches who’ll take on their former clubs, with José Bordalás’ Getafe CF meeting Fran Escribá’s Elche CF at the Coliseum Alfonso Pérez. Later, at 17.15pm CAT, there are two fixtures at the same time. In the first, Valencia CF host Granada CF at Mestalla and the Andalusian side will aim to complete the double over Los Che after defeating them 2-1 earlier this season. Meanwhile, it’ll be a battle of the Yellows as Villarreal CF play Cádiz CF, with the former looking to push on and return

to the European spots after ending their recent winless run last weekend.

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what was called ‘the Anoeta curse’ as they went a decade without winning in San Sebastián, suffering five defeats and three draws across the eight fixtures played there between 2007 and 2017. Since 2017, though, the Catalan side have won three and drawn one of their four matches there, but Real Sociedad are still a formidable team at home and it surely won’t be easy for the Catalans as they look to close the gap to the top of the table. BD

Then, the league leaders are in action on Sunday evening at home to D. Alavés.

With Atletico de Madrid sitting top of the table and with Alavés in the relegation zone, this may seem like a simple game for the hosts on paper. However, Diego Simeone’s men can’t take anything for granted as they’ve had some tough games against the Basque side in the recent past, squeezing out narrow 2-1 victories in the past two meetings and drawing their previous encounter 1-1.

The final game of this matchday, and the last one before the March international break, takes place on Sunday night at 10pm CAT as Real Sociedad take on FC Barcelona. This has been a fascinating fixture over the years, with Barça suffering Businessday.ng

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