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Quadrant MSL: 31 years of setting the pace in the Nigerian strategic communications and PR Industry

For over 31 years, the leading strategic communications and public relations agency, Quadrant MSL, has continued to stand out in Nigeria’s public relations industry with its innovative advisory solutions. The strategic communications firm has, over the years, shown that it has what it takes to lead the sector in a vast and complex market, servicing clients in Nigeria and beyond.

Despite the existence of other public relations companies in the communications terrain, Quadrant MSL has remained a leading advisory and public relations force in the sector. 

Analysts believe that the company’s ability to maintain such a position is due to its unwavering focus on its processes and marketing techniques. The fact undoubtedly remains that Quadrant MSL provides a well-rounded public relations experience that gives clients top value at all times.

Incorporated as a full-service public relations firm in 1989, the agency flagged off its operations in 1990 and currently operates out of its head office in GRA, Ikeja area, in Lagos State. 

The firm sits within the largest integrated marketing communications group in West Africa, Redefini,  which consists of six leading creative and communication companies, including Insight Publicis, Quadrant MSL, Starcomms Media Perspectives, Digitas, All Seasons Zenith, and Leo Burnett Lagos. 

Quadrant MSL is also the first in Nigeria to transition into a global agency with equity stakes, a feat that has rarely been replicated in West Africa ever since. 

In terms of being an indigenous business that transitioned into a global platform not through affiliation, but in terms of equity stake, the company is truly a pacesetter. They moved into a global platform not a global platform coming to set up shop.

Quadrant MSL is also under MSLGroup, a leading global communications consultancy, which is Publicis Groupe’s global PR firm specialising in public relations, strategic communications, media relations, and influencer engagement.

As part of the MSLGroup, it executes PR campaigns and projects across Nigeria, West, Central, and East African subregion. It offers country and sector-specific advisory services, just as it co-conducts marketing and situational analysis research projects.

Its global reach makes it an ideal choice for its diverse clients, as it can leverage its alliance to regularly call on senior personnel of MSL across the world to co-present on multidisciplinary and multi-market pitches within and outside Nigeria.

The award-winning strategic communications firm, Quadrant MSL was recently recognised as the 2020 Model Agency of All Time by the Lagos State Chapter of the Nigerian Institute of Public Relations, NIPR, and Iconic PR Agency of the Year at the Brandcomfest, 2021.

The story of its awards is not new to stakeholders in the marketing communications industry. A lot of Quadrant MSL’s success and strides in the industry are due to the quality of its work, which is hinged on the strong belief that communications are about influence with stakeholders and impact on the world. The public relations company continues to offer services, from crisis management, media relations, and reputation management, to corporate social responsibility advisory, amongst others, having perfected the art of storytelling, consistently driving narratives that distinguish clients from competition, while fostering deep relations with key stakeholders.

With the belief that strategic communications are about perception, Quadrant MSL is prepared for the future of communications in a fast-changing world, as it continues to deliver impactful work for clients across different businesses and industries, such as hospitality and tourism, retail, health care, airline, automotive, real estate, banking, FMCG amongst others.

According to the Business Lead, Quadrant MSL, Ranti Olaniyan, “Business is no longer just about profit; neither is it about social outcomes. Today’s business must be a perfect blend of both and all they represent – profit for the organisation and value to the stakeholder; company narratives, as well as causes and advocacy; processes, technology, and direct customer-life-integration; corporate narratives and our collective story, not forgetting the symbiotic effects of its and economic activities. 

“To win in such a dynamic environment, businesses must engage stakeholders and their interests and bring to bear a deep understanding of many principles for success. That’s why we exist – it cannot happen without the strategic communications function.”

The public relations outfit has executed notable initiatives and campaigns for its clients, which include: Lord’s Achievers Awards 2022, Tom Tom Breathe For It, Nasco 100% Real Cornflakes, Pure Bliss Rising Star, Oral B Bumper Promo, Share a Coke, Taste the Feeling, My future starts now – P&G (Always), Coke Studio, Google Photos Experience, Ikogosi and With a computer you are powerful for Intel.

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