Dangote, CNN renew partnership deal, first African brand to join Great Big Story
By Ademola Badmus…
CNN International Commercial (CNNIC) and Dangote Industries Limited (DIL) have renewed their long-term partnership for sponsorship within CNN Marketplace Africa.
The deal also includes launching a new brand campaign on CNN TV and Digital, and – in a media-first – integrating Dangote Industries with a video series on cinematic storytelling network Great Big Story.
The new deal, according to CNN contains, the advertising sales, sponsorship partnerships, commercial content development, content sales, brand licensing, distribution and out-of-home operations, business development and marketing for the world’s leading international news provider.
The partnership believed to deepen DIL’s partnership with CNN International by renewing on-air and digital sponsorship of the prestigious ‘Facetime’ segment within ‘CNN Marketplace Africa’.
This partnership makes Dangote Industries the first African brand to be part of Great Big Story, which was launched by CNN and Turner in 2015 to tell amazing stories that appeal to today’s global generation of intellectual, curious and connected consumers.
According to CNN, since launch, Great Big Story has told more than 1,650 original stories from over 95 countries, has over ten million fans around the world and has an average age audience of 29.
Dangote is associated with the Great Big Story series Eyes on Africa, which tells the stories of individuals across the continent making a difference to their community.
Commenting on the deal, Aliko Dangote, president and chief executive, Dangote Group, said: “Africa has made tremendous progress on the economic front in the last decade and has become one of the fastest growing regions in the world – home to six of the top ten fastest growing economies in the world. Africa also offers one of the highest rates of return on investment in the world, a fact that discerning foreign investors have since acknowledged. Indeed, Africa has turned the corner and is now catching up with the rest of the world in the race for development. Dangote Industries Limited is delighted to sponsor the ‘Facetime’ segment in CNN’s Marketplace Africa because it tells compelling success stories about Africa. Such content can ultimately position Africa as an attractive investment destination and foster development that lift communities and nations into prosperity. This is Africa’s time.”
Dangote told CNN he was motivated to create an African success story and to create employment in Nigeria because he believes that entrepreneurship holds the key to the future economic growth of the continent. He also said he is committed to improving the conditions of those living close to his factories, as part of his philosophy of corporate social responsibility.
Dangote added that one of his cement factories, the Obajana Cement Plant, one of the largest in the world, plans to double its capacity. This will create more employment opportunities for the people.
The advertising sales of CNN International Commercial said: “Dangote Industries has been a true innovator for many years now, and we are delighted to extend its relationship with CNN with this media-first.
“This exciting new partnership is part of a wider trend amongst leading African brands who are moving towards creative marketing solutions that combine the very best in data, content, and platforms. By harnessing the power of TV, digital and social across CNN and Great Big Story, Dangote Industries’ powerful message will resonate in Africa and beyond.”
Dangote also said: “Entrepreneurship holds the key to the future economic growth in Africa and at Dangote Group, we are passionate about creating African success stories. Through this partnership, we aim to re-create the continent’s narrative, showcasing innovation, resourcefulness, resilience and more importantly; the success stories of our entrepreneurs who are challenging the status quo and breaking new business frontier.”