This Wednesday, MARKETING EDGE ONTV will spotlight Israel Obatunde, Chief Executive Officer and Founder of Ideas Origin Media (IOM), in what promises to be a thought-provoking edition of its Industry Conversation segment.

Profile of a Reformist Voice

Obatunde is more than a creative entrepreneur.

He has steadily emerged as one of the most consistent voices championing resilience, transparency, and purpose in Nigeria’s advertising ecosystem.

He preaches that advertising cannot thrive on creativity alone; it must be rooted in structures of accountability, fairness, and innovation.

Advocacy for Industry Change

His advocacy has always been that the industry must shake off transactional practices, embrace equity in client-agency relationships, and build a culture where excellence is sustained by transparency.

Over the years, he has continued to call for a new order where Nigerian agencies are recognized, respected, and empowered to compete globally.

Resilience as the Industry’s DNA

For Obatunde, resilience is the DNA of Nigeria’s advertising story.

He has persistently urged practitioners to innovate rather than surrender to economic turbulence.

His argument remains that  true progress comes from anticipating challenges and creating opportunities even before client briefs arrive.

The Rise of Ideas Origin Media

Since founding Ideas Origin Media in 2022, Obatunde has transformed the agency into a creative powerhouse, one that blends bold ideas with flawless execution.

Within a short span, IOM has carved a niche as an agency unafraid to disrupt norms while still delivering commercially effective solutions.

One of its standout works, the Jack Daniel’s Jack and the Beats campaign, combined brand storytelling with cultural resonance.

Partnering with celebrity chef and Guinness World Record holder Hilda Baci, IOM curated experiences that pulled record-breaking audiences.

This, no doubt, has proven Obatunde’s thesis that insight-led, purpose-driven campaigns create deeper consumer engagement.

Beyond Jack Daniel’s, IOM has worked across diverse sectors, bringing its creative touch to global and local brands.

From fintech and telecoms to FMCG and lifestyle, the agency has built a reputation for translating complex briefs into simple, compelling narratives that resonate with audiences.

A Voice for Industry Reform

Over the years, Obatunde has consistently called attention to the industry’s pressing challenges.

This comes from the brain drain of creative talent to rising operational costs, and from under-compensation of agencies to the lack of reliable local data.

He has warned that underpaying talent only creates bigger problems down the line, urging agencies and clients alike to value people as the heart of creativity.

He also preaches that technology, while transformative, is only as effective as the professionals who wield it.

For him, programmatic advertising, data-driven insights, and performance tracking are not just buzzwords, but essential tools to raise efficiency and accountability.

Yet he cautions that human intuition, emotional intelligence, and cultural insight remain irreplaceable in delivering real value to clients.

Purpose, Equity, and Social Responsibility

Another recurring theme in Obatunde’s advocacy is brand purpose. .

In addition to that, he insists that brands must go beyond profit-making to leave positive footprints in society.

For him, true leadership in advertising is measured not just by market share.

Additionally, it includes  social impact, policy influence, and the ability to shape culture for the better.

His passion for diversity, equity, and inclusion (DEI) is equally strong.

At IOM, women occupy key leadership positions, reflecting his belief that “humanity deserves care” and that no organization can claim true purpose without embedding fairness at its core.

An Industry-Built Leader

Obatunde’s depth comes from his rich journey across Nigeria’s most respected agencies.

Before founding IOM, he honed his skills at TBWA Concept, Insight Publicis, Ogilvy Nigeria, and X3M Ideas.

While rising through the ranks as Creative Director, Team Lead, and Concept Originator.

An alumnus of Miami Ad School, Toronto, he has sat on juries such as the Pitcher Festival of Creativity, and his work has been celebrated on platforms like Lürzer’s Archive, New York Festivals, Loeries, African Cristals, and LAIF Awards.

These experiences, combined with his background in psychology, have shaped his holistic approach, one that places equal emphasis on creativity, strategy, collaboration, and emotional intelligence.

A Reformist Voice on the Global Stage

Today, Obatunde stands not only as a CEO but as a reformist voice shaping conversations within and beyond Nigeria.

His invitation to platforms such as the African Beauty Summit Awards in the United Kingdom underscores the growing recognition of his influence.

For him, every opportunity to speak is a chance to call the industry back to its higher purpose: resilience, transparency, inclusivity, and trust.

MARKETING EDGE ONTV as a Trusted Platform

The programme has, over the years, become a leading platform for knowledge exchange, industry conversation, and trendspotting in marketing communications.

Its Industry Conversation segment, where Obatunde will be featured, is renowned for hosting the sharpest minds and boldest voices shaping the future of advertising and brand building.

A Platform with Diverse Offerings

But the show is not just about expert conversations. With its carefully curated segments such as Brand News, Brand in Focus, and Industry Conversation with top professionals, and Insightful Analyses.

MARKETING EDGE ONTV has become a one-stop hub for professionals eager to stay informed, inspired, and connected.

Each 30-minute episode blends education with entertainment, delivering rich perspectives while celebrating creativity and innovation across the IMC space.