Senator Akinola Odunsi urges integrity, partnerships to renew advertising industry

Akinola Odunsi

By Felicia Nwosu

A call for values beyond trends

Senator Akinola Odunsi, the respected co-founder of Rosabel Advertising and partner behind several notable subsidiaries in Nigeria’s Integrated Marketing Communications sector, has urged today’s advertising professionals to embrace deeper integrity, adapt to digital change, and form strong, lasting partnerships to advance the industry.

A moment of reflection at 80

During his 80th birthday celebration at the Metropolitan Club in Lagos, Senator Odunsi’s message stood out as both a reflection and a challenge to the industry. Friends, family, former colleagues, and protégés gathered to honour his remarkable journey spanning over three decades.

Gratitude shaped by decades of service

Reflecting on his career, he expressed gratitude for those he mentored, noting his fulfilment in seeing many build successful paths grounded in hard work and honesty. “I spent over 30 years in advertising,” he shared with quiet pride. “Many of them said I influenced them into the profession, and I believe they are doing very well today.”

Adapting to digital transformation

Senator Odunsi acknowledged the industry’s rapid evolution, highlighting how digital platforms have redefined creative practice and audience connection. “The industry has changed,” he observed. “Now we are in the digital age, and things are not what they were when we were in practice.”

Integrity must remain at the core

Yet, despite these changes, he insisted that integrity must always guide professionals. “We left the legacy of hard work, integrity… and that is what many of those we saw here tonight continue to carry forward,” he noted, underscoring the timelessness of these principles.

Partnerships built on trust and shared vision

Speaking candidly about partnerships, Senator Odunsi described them as essential yet challenging. He stressed that successful collaborations should rest on trust, shared values, and a clear understanding of mutual goals qualities that ultimately determine the strength and longevity of agencies.

A message for the next generation

In closing, Senator Odunsi reminded younger professionals that while tools and trends evolve, the true pillars of advertising remain: vision, honesty, and collaboration. His reflections offered not only a tribute to his legacy but also a guide for sustaining creativity and responsible growth in the industry.