This November marks a major milestone for P+ Measurement Services, Nigeria’s first independent media intelligence and PR measurement agency, as it celebrates its 10th anniversary.
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Founded in 2015 during one of Nigeria’s toughest economic periods, P+ Measurement Services was born out of a bold vision — to redefine how public relations performance is tracked, reported, and evaluated. At a time when the PR industry lacked independent measurement and accountability, the agency set out to change the narrative by introducing transparency, data-driven insights, and objectivity to the field across Nigeria and Africa.
What started in the living room of founder, Philip Odiakose, has grown into a respected force within the PR and communications ecosystem. Odiakose questioned a long-standing industry norm — why should PR agencies act as both the creators and judges of their own results? That question sparked a movement that would reshape the future of PR measurement in the country.
Ten years later, P+ Measurement Services has worked with over 86 brands, including 25 local and international PR agencies, government ministries, NGOs, and private organizations. With more than 20 brands on retainer and 52 completed projects, P+ continues to set new standards in performance evaluation, reputation management, and insight-driven reporting.
Beyond its client achievements, P+ has elevated Nigeria’s global visibility in the PR measurement community. The company’s active participation in international organizations such as the Institute for Public Relations (IPR) Measurement Commission and the International Association for the Measurement and Evaluation of Communication (AMEC) has helped put Nigerian expertise on the global map. The agency has also invested in the next generation, training over 40 analysts and forging partnerships with key professional bodies like the Nigerian Institute of Public Relations (NIPR) and Women in PR.
Reflecting on the journey, Philip Odiakose, Chief Media Analyst and Commissioner at the IPR Measurement Commission, shared:
“Ten years ago, this was just an idea — a dream to build an independent PR measurement agency when very few people understood what evaluation truly meant. Starting from my living room, we wanted to prove that independence in PR measurement wasn’t just possible — it was essential. A decade later, we’ve not only proven it but built a legacy that continues to shape how the industry values data, accountability, and insight.”
Adding her thoughts, Olufunke Mohammed, Executive Director of Operations, said:
“This milestone represents far more than numbers. It’s a decade of resilience, innovation, and courage. We left our comfort zones to pursue a vision many thought was unrealistic. Today, that vision has become a trusted institution that helps brands understand their reputation and impact through credible analytics. We’ve grown, we’ve learned, and this is only the beginning.”
From the analyst’s perspective, Rukayat Yusuf, Senior Analyst at P+, reflected on the company’s culture of excellence:
“Being part of P+ has been a journey of purpose. We’re not just analyzing data — we’re shaping how brands and the entire PR industry measure success. Every report, every dataset, every story we tell contributes to building credibility and professionalism in communications measurement.”
As P+ Measurement Services celebrates this remarkable milestone, the company remains focused on its mission — to continue driving innovation and collaboration in PR measurement across Africa. By moving beyond vanity metrics and focusing on actionable insights, P+ is empowering communicators to tell more meaningful, data-driven stories that create lasting impact.
