Chidiadi Madumere is the MD/CEO of Black Purist Media Ltd, a fast growing integrated communications agency in Nigeria. She started her career with EbonyLife TV as the Head Writer for Season 3 of the Naija Diamonds documentary series before moving into full event, TV, stage & film production. Chidiadi, who studied Law at Abia State University, currently sits on the board of directors at Small Business Owners Initiative Limited. She talks to Connect Nigeria about carving a niche in the world of integrated marketing communications.
CN: What were you doing prior to this?
Prior to setting up Black Purist Media Ltd, I was the Head of Corporate & Marketing Communications at Studio 24 Nigeria and was responsible for the brand’s nationwide publicity, advertising, stealth and guerilla online and offline marketing, branding, creative design, CSR, activations including event planning, sponsorships, event marketing, management and promotions, amongst other responsibilities. Before that, I was the pioneer Public Relations Officer at Sujimoto.
CN: What does your company do and what solutions does it provide?
Black Purist Media is an integrated marketing communications agency. We provide various marketing solutions depending on our client’s brief. Our core area of expertise includes corporate communications, full-scale branding and print production, experiential marketing and events, TV production and advertisement.
CN: Who are your target customers?
Our target customers are individuals, SMEs and large corporations inside and outside of Nigeria.
CN: What is your unique selling point and why should Nigerians choose Black Purist over competitors?
A lot of people think that being an integrated marketing communication agency means being a JACK OF ALL TRADES but it’s not.
In Marketing Communications, there are three aspects to it; there’s the above-the-line marketing methods popularly called ATL, which deals with the mass media and communicates to various people at the same time through print, radio, TV, digital marketing, billboards, etc., and there is the BTL (below-the-line) which communicates to a carefully selected group or demography directly through experiential marketing, events, signage, merchandising, promotional gift items, banners, and so on.
However, the practice of through-the-line (TTL) marketing communication tries to blend and merge bits of ATL and BTL marketing methods together in order to cohesively amplify and harmonize a brand’s messaging across various media platforms.
TTL is our unique selling point. At Black Purist Media, we practice the integrated approach of marketing communications.
We are not just a regular ad agency, PR, branding or experiential marketing and events company. We are totally different.
Brands and businesses are now looking for a more integrated approach to their marketing that saves them time and money. A singular agency they are able to manage and control.
CN: What do you consider to be the best career decision you have ever made?
My best career decision still remains the decision to work anywhere like I was interning and leave after a few months. I consider myself very fortunate in my career. I rose meteorically but it definitely wasn’t by happenstance. I had always known that I would someday become my own boss at a very young age.
CN: Who is your professional role model?
Oprah Winfrey remains my professional role model.
CN: If you were given capital to further your business, where would you invest it?
I would invest in the TV Production arm of my business.
Address: 20b Niyi Okunubi Street, Off Busola Durosinmi Etti, Lekki Phase 1.
Phone: 08022 77 1119
Email: chidiadi[@]blackpurist.ng/ chidiadi[@]blackpuristmedia.com/ blackpurist[@]gmail.com