In April 2016, TBWA/Concept Unit partnered with Ford Foundation, with the assistance of the Abia State Government, to develop the Proudly Made in Aba campaign.
TBWA\Concept is part of a global network of 300 agencies in over 100 countries committed to helping brands find strategic and creative white space with the main objective of achieving growth through our propietrary strategic tool, Disruption.
As part of our commitment to Growth, we identified the industrial and commercial activities in Aba as a story that had strong potential for Nigeria’s economic growth. We identified 2 Critical Gap Areas – Awareness & Capacity Building – that if properly addressed would help the city achieve its potential.
Obviously a strong Aba brand will be beneficial to manufacturers and businesses from Aba and immensely beneficial to the government as regards taxes and employment.
ABA would have flipped the negative impression associated with MADE in Aba products. But more importantly this will be in massive resonance with new federal government policy of encouraging strong local industries and clusters.