Remembering trailblazers of Nigerian Advertising who shaped industry
By Felicia Nwosu
In the annals of Nigerian advertising, certain pioneering figures stand out for their indomitable spirit, perseverance, and the personal sacrifices they made to shape the industry as we know it today.
In the dynamic world of the industry, these few exceptional individuals stand out for their extraordinary dedication, grit, and the personal sacrifices they made to revolutionize the industry.
As we navigate through the ever-evolving landscape of marketing communications, it’s essential to recognize and honor the trailblazers whose pioneering efforts laid the foundation for contemporary advertising. Among these monumental figures are Dr. Biodun Shobanjo, Sir Steve Bamidele Omojafor, and George Edwin Thorpe—three luminaries whose impactful legacies continue to inspire and shape the industry.
Dr. Biodun Shobanjo: The Trailblazing Visionary
Dr. Biodun Shobanjo is a towering figure in Nigerian advertising, renowned for his visionary leadership and relentless perseverance. Launching his career in broadcasting over five decades ago, Shobanjo transitioned to the advertising sphere in 1971 with Grant Advertising, swiftly ascending to the role of Deputy Managing Director. In 1980, he took a daring step by leaving his prestigious position to co-found Insight Communications, which has since risen to become Nigeria’s leading advertising agency.
Shobanjo’s journey was fraught with obstacles, including financial constraints, operational hurdles, and skepticism from peers. Despite these challenges, his unwavering resolve led him to establish a series of groundbreaking ventures: Nigeria’s inaugural PR consultancy, Quadrant Company; the first Media Independent, All Seasons Mediacom; and the innovative security firm Halogen Security. His visionary leadership ultimately propelled Troyka Holdings to global prominence through a strategic alliance with Publicis Groupe, underscoring his role as a pioneering force in the industry.
As a stalwart, his contributions have been celebrated with numerous accolades, including the title of Advertising Man of All Time and the prestigious Zik Prize in Leadership. His philanthropic endeavors, such as the establishment of the Biodun Shobanjo Multi-Media Centre of Excellence at the University of Lagos, highlight his commitment to societal progress and educational advancement.
Sir Steve Bamidele Omojafor: The Strategic Trailblazer
Sir Steve Bamidele Omojafor’s career is a testament to strategic brilliance and unwavering commitment. As a distinguished advertising expert and former Chairman of Zenith Bank, Sir Omojafor co-founded Rosabel Advertising Agency and later served as Group Managing Director/CEO of STB-MCCANN, elevating it to a leading marketing communications firm in Nigeria.
Sir Omojafor’s influence extends beyond the advertising realm; he is actively involved in philanthropy, contributing to causes such as the Bloom Cancer Care and Support Center and the National Society for the Blind. His academic credentials, including a Bachelor of Arts in Mass Communication from the University of Lagos and further training at prestigious international institutions, provided a solid foundation for his innovative approaches in marketing.
His dedication to both his profession and charitable causes underscores the profound impact of his leadership on Nigeria’s advertising sector.
George Edwin Thorpe: The Brand Advocate
George Edwin Thorpe’s illustrious career spans over 35 years, marked by his extensive experience in marketing and general management across diverse industries and global markets. From his early work in brand management at Unilever Nigeria to leading marketing initiatives for Sterling Health across the Middle East, Africa, and South Asia, Thorpe’s expertise is both broad and deep.
Thorpe’s return to Nigeria in 1994 as the first Nigerian Managing Director of Sterling Health was a significant milestone in his career. Following his retirement, he contributed to academia as a strategy lecturer at Lagos Business School and played a pivotal role in establishing a major network of marketing communications and promotions agencies throughout West and Central Africa, his role in advancing brand management practices in Nigeria and his dedication to education through Market Space reflect his lasting influence on the industry.
Legacy and Influence
The remarkable contributions of these advertising pioneers highlight their resilience and innovative spirit. In an era dominated by analog technology and limited resources, they crafted memorable campaigns that continue to resonate with today’s marketing professionals. Their sacrifices and groundbreaking work have set a high bar for creativity and excellence in Nigerian advertising.
As we reflect on their legacies, it is evident that their challenges and triumphs have not only shaped the past but also paved the way for future generations. The advertising industry in Nigeria owes much of its growth and development to these founding fathers, whose stories remind us of the power of tenacity and vision in overcoming adversity.
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