Sometimes, the change occurs at both levels. We nevertheless find the balance between our radical approach and the need to respect our clientís culture.

Our story telling business traverses the realm of 'Word Of Mouth' to the realm of 'Word Of Mouse'.

Our stories are compelling. With them, we change The Rules Of Engagement to help deliver value to our clients.

Working with us involves an undertaking to change the way your business sees the world and the way the world sees your business.

We are 'Rebels' to tradition and conventions. We pose 'Why Not' to every 'Why'. We believe No Mission Is Impossible.

We offer clients Consumer Insights, Business Intelligence, Trend Watching Services and Competition Monitoring and fuse these elements into communications for clients.

With the mind of an advocate, we tell the story of our clients across multiple platforms. The result? Engagement!

We are not prisoners to any business tradition or conscripts to corporate dogmas. The truth we are unafraid to tell our clients is, we are unconventional!

Every wakefulness, we are driven by the conventions we can challenge and the opportunity to deliver value to our clients with audacious thinking.


Connect Marketing/BTM

Project Description

PR leverage for the Williams` Sisters visit to Lagos, Nigeria

Dates of Project

October - November 2012

Client Contact

Kayode Okunade: Project Manager

Client Need/ Objective

The visit of the Williams Sisters, best described as the `Goddess of Tennis Court`, to Lagos, Nigeria, under the platform of Breaking The Mould (BTM), was definitely a big boost to the nation`s image and most importantly to the positioning of Lagos as a tourism destination. 

In view of this, Client needed maximum mileage to leverage the property in local and foreign media alike.

CRN Insight/ Innovation

In response, CRN adopted the strategy of having an informed circle of media personnel comprising Sports, News, Brands and Lifestyle Editors who were committed to writing positively about the visit. 

This was strategically syndicated to cover the different schedule of activities for the visit.

CRN Response/ Deliverables

Beginning from their arrival, CRN facilitated the coverage of the airport arrival which made Front Pages of leading newspapers like The Guardian and The Nation the next day.

In addition to the informed circle of journalist that CRN committed to writing about the visit, our internal Content Team also generated and managed the content used in the media.

This was done through the development of a story bank where stories were mined to different media platforms ranging from print to electronic, local and international as well as the social media.


Amidst the huge turnout of media at the various stages of the Williams Sisters` visit and events, CRN effortlessly managed the process of accreditation and interviews.

There was a massive media mention in the Nigerian media as well as online sites and blogs, with over 20 Front Page mentions in the print media. CRN generated 68% more PR value than the agreed performance indices on this project.



PR SPARC advocacy conference in Nigeria.

I just want to let you know that I received the Media Monitoring booklet this week, and my entire team and organisation loved it! We were very impressed with the personalised booklet we received as it was above and beyond what we had expected (we especially loved the cover!). We really appreciate all of the help that you and your team provided to make the SPARC Forum a great success.  

So thanks again for all of your support; we will be sure to keep in touch if we have any other PR needs the next time we are in Nigeria.

Kind regards.

from MIRIAM KIRUBEL; Program Assistant, Africa Vital Voices Global Partnership.

the company we keep