The year 2014 has commenced may be to a slow start as is usually the case, but this may be too early to determine as a couple of event and people may ignite actions pretty soon in the industry. Here is a list of our own dozen people that are very likely to determine the shape of things in the Advertising industry in 2014. So watch out for them! Of course, the clients are the chief architects of the desired actions. Part II of this will look at the brands to watch out for in the year. Meanwhile enjoy what we serve from the agency’s side.
Biodun Shobanjo
That Mr. Shobanjo is prominent on this list is rather an indictment on the younger generation who are supposed to be more proactive and daring! Mr. Shobanjo, after running Insight for about three decades announced his retirement. Since then he has maintained ‘low profile’ manning the back end pulling strings and stunts making sure the Troyka group does not become complacent in any way. As the Czar of Advertising that he is, Troyka may become home to some international global Advertising networks brands. Attaining this feet enables the holding company to largely determine what agency gets what in Nigeria with respect some of the leading global networks affiliation alignments. So watch out for this ‘retired’ but unrelenting, savvy and actively engaged persona, sure his intervention will throw up dusts as usual. As it is said, nature abhors vacuum!
Steve Babaeko
Steve’s X3M Ideas closed the year 2013 as the most voracious and busy agency. The agency went as far as becoming the 3rd most creative agency on the LAIF medal table not minding the fact that the agency worked for 4 months (LAIF official) period. The prize for hard work they say is more hard work. Based on this, it will be foolhardy for the agency to rest on its oars. If X3M could stabilize in less than a year, it means the industry should expect more from the team. One or two spin-offs to play as specialists in other segments of the industry may not ruled out if Steve is truly “fired” up.
Kayode Oluwasona
This unassuming gentleman is on our watch radar for 2014. Reason is that the way he left Rosabel at the close of 2013 was similar to his parting style with Insight Communications. A dissection of his personality reveals trappings of office matter very little to this man. Now, he has resumed as Partner/ CEO at Harmony Concepts. This is the time to unleash the giant in him to turn the largely unknown Harmony Concepts advertising brand to a darling of the industry and clientele. The earlier he does this the better he justifies his recent decisions. However, there is no denying the fact that Kayode is a rounded marketing professional. He has seen it all on both the client and agency’s sides working for bluechip multinationals and the very best of the agencies – Insight and Rosabel.
Emeka Okeke
Emeka has been one of the egg heads in the Troyka group. He pioneered Carat Media Perspective as GM/Managing Director in 2001 and has remained there until the last working day of 2013. On the driver’s seat, he initiated numerous ground breaking ideas that had culminated in the media specialist shop playing in the best three cadre. Emeka resigned from his darling Carat MP in September 2013, his four months notice expired at the end December. The big question is what’s next? Being the architect of most of the Carat MP deals, will Emeka take Carat global alignment along with him to his new shop? What will be his former employers’ response? How about the businesses?, also of note is that Emeka could be very blunt and bullish on some certain issues especially business, so watch him closely on how to build a new business. These are some of the reasons why you should watch out for this guy in the next few months.
Lolu Akinwunmi
Watching out for Lolu is certainly not because he is the Chairman of APCON, of course, his three years tenure already expired. He is only waiting for the Minister of Information, Labaran Maku to make a recommendation to the President for the new APCON Chairman. However, cautiously calculative Akinwunmi got on our radar in view his agency’s debacle with its erstwhile masters at Ogilvy Africa. As Prima Garnet, he has fought the Ogilvy Africa Network to a standstill with the new franchise owner reeling in the aftermath pain. Now, the ‘powers that be’ in Ogilvy Africa may not be able to stand in the cold for a much longer time. We expect in no time they will eat the humble pie. One, they will want to settle out of court, on whose conditions will that be? We leave that to your judgments. Do you say part of the conditions must include paying damages for the disruptions to the Prima Garment business and reputation? Well, that seems reasonable too. Our calculation is that for Ogilvy Africa to have their way in Nigeria in whatever form, the Prima Garnet’s Group CEO, Lolu Akinwunmi is favoured to be issued a blank cheque! So stay tuned, the eagle is sure to land.
Tolu Ogunkoya
Tolu Ogunkoya is the indefatigable Managing Director of leading Media specialist agency, MediReachOMD. Indications reveal that the industry leadership graph is being redrawn and may not be too favourable to Media Reach. Therefore, Ogunkoya has to guide his loins. Toward the very tail end of 2013, Media Reach lost its envious Etisalat media business to city rivals, Starcom Media. It is noteworthy that the agency has been the Etisalat Media agency since inception of the telco brand in Nigeria, 5 years ago. Similarly, Guinness, another money spinning business in the agency’s kitty has been embroiled in a protracted pitch. Pray the agency retains this business and moves ahead to chuck-up new businesses to fortify its position or its takes a swift descent from its exalted position. So Tolu comes on our radar as we watch his magic wand save the famous agency.
Clement Omemu
Clement Omemu may not be too popular in the industry. He was the Creative Director (Executive) with Rosabel Leo Burnett (although the Leo Burnett affiliation) for now may be dicey! Omemu recently succeeded Oluwasona as the Managing Director of the agency.
He is on our radar in view of the yeoman’s job he has to do to turnaround the fortunes of the agency. This becomes critical due to the fact that Rosabel has not been able to find a solution to its succession issue since the retirement of the last founding partner/ CEO, Chief Tunde Adelaja. In quick succession, we have seen five or more MDs occupying the agency’s No. 1 seat at different times. The inherent loss of businesses is a tide to be stemmed by Omemu. Added to these is erroneous ‘baggage’ that creative people are mostly not very managing businesses. All things being equal, we believe these should pump up Mr. Omemu’s adrenalin to make success of his new brief.
Ayo Oluwatosin
Mr. Oluwatosin’s appearance on this list partly tallies with Mr. Shobanjo’s. He resigned his appointment with Starcom Media as Managing Director a couple of years ago but was retained as a Managing Consultant to the agency. In this capacity, the agency has continued in its stride to win new and juicy businesses. In the same token, his professional mentorship and training to members of staff cannot be over-emphasised. With Coca-Cola, Nigerian Breweries, Nestle, Etisalat media businesses in Starcom kitty, the agency is probably the agency to beat in the country today. In view of Oluwatosin’s obvious impact on the agency and its exploits, he was recently appointed Group CEO, Rosabel Advertising Group. Part of his responsibility will be to turnaround and stabilize the flagship company Rosabel Advertising, Momemtum Media, Leo-Direct while keeping a tab on Starcom Media that has Ayo Kupoluyi as Managing Director. Of interest is how Oluwatosin gets Rosabel out of the doldrums and consolidates on the Starcom Media gains.
Bunmi Oke
Arguably the most achieved woman in the industry today. After a controversial first year in office as the President of the Association of Advertising Agencies of Nigeria (AAAN), Mrs. Oke is settling down to a second term in office and settling fine. On another front, her agency 141-Worldwide despite sharing the highly rewarding Etisalat business with another agency, still sits pretty on the business. However, the story of the BAT is different, information gathered revealed that high paying BAT business might be heading for a network realignment ignited reviewed. To maintain its high earning and enviable staff remuneration status, the agency must be ready to go on the streets and win worthy replacements for the high end business.
Enyi and Ikechi Odigbo
Two brothers, they talk less but have the knack for surpassing expectations. As the henchmen at DDB Lagos, they were able to lock Glo down to a reasonable business relationship prior to winning the MTN creative Ad business. Contrary to expectations, the high profile Adeola Hopewell agency has been able to lock down the business for an upwards of 5 years as against 3 years max account review. The good thing about this agency is that despite the huge largesse dropped on its lapse every month as retainer fees, the agency remains hungry as ever picking up and protecting its other businesses with venom. The agency has gotten its hands on nurturing talents. They have also been able to diversify the agency’s clientele base. For me, they run a model agency and they have been fairly consistent creative and otherwise. Agency to watch on how they keep the cash cow and who knows what happens next?
Kola Ayanwale
Solid as the rock of Gibraltar, Ayanwale from all indications feels unperturbed with all the agency has been through in recent times. These include the exit of the top hierarchy of the management to set up rival business and the loss of the its very rewarding FCB Network affiliation. Ayanwale who had partially left the scene for younger professionals manage the business made a resurgence to stabilize the ship. His stabilizing power ensures panic is not sown in the system and gradually system looks recovered. This underscores the importance of proper succession planning and transition. Glad that the agency has survived its initial faulty step without losing too much blood, the agency is back on another transition course to transit power to a news team of leaders. Its decision to opt for the team system rather than giving too much power to the Managing Director may provide a new lesson in a succession planning and management. We are watching.
Ladi Arowa
Ladi is probably the youngest founder/CEO of a media agency today. Although young he’s paid his dues as media head 
SO& U Saatchi & Saatchi and latter GM/COO, Monumental Media both within the SO&U group. He also worked as Managing Director, Media Associates. Young Ladi’s antecedents and the agency’s innovative media planning, buying and execution recently paved way for Adgenda to become one of the media specialist agency to be certified by APCON at its first induction for certified agencies. The unprecedented success of the Honeywell brands (Noodles, Wheatmeal, Semolina) bears the unmistakeable imprints of Adgenda Media’s quality. So watch out! {fcomment}
