When an Afreximbank Director shares your Bloomberg feature

Executive Summary

OmniBiz is a Nigerian e-commerce company for the informal retail sector. In recent years, B2B e-commerce has become extremely competitive. There are dozens of startups targeting informal retailers and raising large rounds.

OmniBiz looked to raise its profile and connect with investors to support its fundraising efforts.

In only four months, No Filter secured coverage in Bloomberg, Quartz, BBC, and Reuters.

The highlight: No Filter secured a feature story in Bloomberg on a landmark deal with large manufacturers which was reshared by an Afreximbank Director on LinkedIn.


In recent years, sub-Saharan Africa’s B2B e-commerce sector has become extremely competitive. Dozens of startups have emerged to tackle problems in informal retail supply chains and are raising large rounds. Given the competitive landscape, Omnibiz needed a strategy to raise its profile among its key audience of investors.

The company looked to hire a PR agency to

  • differentiate the company from competitors
  • boost its credibility and social proof
  • raise its brand awareness
  • connect with key audiences of investors

How No Filter Helped:

We started with a rigorous research process. We visited the Omnibiz office and interviewed the leadership, product, sales and marketing teams to learn the ins and outs of the FMCG industry and the company’s platform. After finishing the discovery process, we  wrote and designed a company backgrounder — a flagship document for pitching journalists and engaging with other stakeholders.

Driving inbound leads

Omnibiz launched a new product for distributors and wanted to drive top of funnel awareness. No Filter designed a local media campaign to raise awareness on the new depot product and drive onboarding from distributors.

For the campaign, we identified a news hook to engage the general public, a distributor on the platform as a spokesperson for credibility, and channels that reach the targeted audience of distributors.

No Filter secured two drive time slots on Pidgin radio stations (Wazobia and Max FM) that have a large mass market listenership.

Positioning the company CEO as a thought leader

We identified key issues of interest to the media on which to pitch Deepankar Rustagi, Omnibiz CEO, as a subject matter expert. Working with the Omnibiz team, we gathered industry data to use in media outreach. After the Russia-Ukraine war broke out, we pitched Rustagi as an industry source to comment on the impact on food prices in Nigeria. We secured coverage in Quartz, Thomson Reuters Foundation, and the BBC.

Bloomberg feature story on company landmark deal

Omnibiz closed a landmark deal with 12 of Nigeria’s largest FMCG manufacturers for using its platform to increase sales and improve visibility in their supply chains. No Filter secured an exclusive feature story in Bloomberg on the initiative.


Omnibiz received inbound leads from both potential investors and customers.

After the Bloomberg story went live, an Afreximbank Director with over 10,000+ followers shared the story on his LinkedIn.

Future Plans

Based on the results of the 4-month project, Omnibiz has engaged No Filter on a 1-year retainer.


“We were impressed with No Filter’s mastery of our industry and business. They landed top tier media placements - even when we didn’t have news to announce. Their work drove a flurry of leads and had investors reaching out. No Filter has become our PR partner of choice.”

Deepankar Rustagi, Omnibiz CEO/Founder