Advertising doyen and Chairman of Troyka Holdings, Biodun Shobanjo, delivered a stirring charge to Nigeria’s integrated marketing communications industry.
Dr. Biodun Shobanjo
He urged professionals to embrace authentic storytelling that connects deeply with audiences while he commended the Marketing EDGE Awards for its consistency and impact over the years.
Tribute to Marketing EDGE
Speaking at the glamorous awards night, Shobanjo, widely regarded as the “father of modern advertising” in Nigeria, paid glowing tribute to the organisers.
The was for sustaining what he described as a remarkable tradition of recognition and celebration.
“Over the last 22 years, and now moving into its 13th year, this awards platform has remained consistent.
Dr. Biodun Shobanjo & John Ajayi
That alone is worth celebrating. What Marketing EDGE is doing is not just about awards; it is about giving this industry its voice, its pride, and its credibility,” Shobanjo said to resounding applause.
Recognition of Industry Fellows
He recognised industry fellows, captains of commerce, and young professionals present, stressing that the awards reflect the industry’s resilience and opportunities.
“This tells me our sector is alive. It shows that there are real opportunities for young men and women to make their mark in advertising and marketing.
Dr. Biodun Shobanjo, Dr. Olalekan Fadolapo and Mr. Udeme Ufot
I congratulate all the awardees for showing what is possible when talent meets discipline and creativity.”
A Masterclass in Communication
Shobanjo went further, issuing what many described as a masterclass in communication.
Drawing from global experiences, he highlighted the power of advertising to evoke laughter, provoke thought, and stir emotion.
He recalled one unforgettable campaign that struck him deeply:
the image of a young boy in tears after losing his father in the 9/11 tragedy, paired with the haunting headline,
“If only daddy had taken another flight.
” That, he said, is the essence of great advertising communication that moves beyond selling to touch the soul.
The Power of Storytelling
“When I watch TV and see commercials today, sometimes I feel they’ve lost that emotional edge.
Our responsibility as communication experts whether in finance, advertising, or the arts is to tell stories that truly connect.
Stories that make people laugh, shed a tear, or reflect.
That’s when communication becomes powerful,” Shobanjo emphasized.
Challenges in a Changing World
The industry titan acknowledged the growing challenge of relevance in a fast-changing world.
“Information is tighter now, attention spans are shorter. But that’s no excuse. We must find new ways to connect people through our craft,” he charged.
Mr. John Ajayi, Mr. Udeme Ufot, Dr. Biodun Shobanjo & Sir Steve Omojafor
Commendation for John Ajayi
As he wrapped up his address, Shobanjo praised John Ajayi, Publisher/CEO of Marketing EDGE, for his vision and relentless pursuit of excellence.
“John has done an incredible job. Year after year, he’s kept this flame alive. It’s not easy to build something that lasts, but he has done it. And for that, I give him credit.”
Closing Ovation
The night ended with thunderous ovation for the man whose words continue to inspire generations of advertisers and marketers across Africa.
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