According to the General Manager of the new practice group, Muna Anazodo said the division aim to help brands take on disruptive strategy and creativity to cut through and reach people in a way that actually makes them change their beliefs and behaviour.
‘We believe that communications can be a powerful way to change society. With the very real social challenges we face as a country, this new practice group allows us to take the approach we usually use to sell products into the development world in order to drive real, sustained social change. In an increasingly complex and noisy world, it takes truly disruptive strategy and creativity to cut through and reach people in a way that actually makes them change their beliefs and behaviour.’
Yellow Brick Road is a full service integrated communications agency based in Lagos, Nigeria. The agency was founded in 2011 by Kaliko Olowole and Nnenna Onyewuchi who serve in their respective capacities as chief executive officer and executive director of strategy. Its philosophy for developing communication campaigns is based on a digital first approach, using the disruption method which seeks to challenge conventional concepts of advertising. The practice is split into two divisions: a commercial division to service its private sector clients such as MTN and First Bank; and a social marketing division to service NGOs.