Behind every compelling brand story lies a deliberate process of shaping perception, building trust and turning communication into business value. For Ayodeji Tobun, Managing Director of IBST Limited, these elements converge at the intersection of strategic communications, audiovisual production, experiential marketing and brand reputation, where ideas must do more than attract attention; they must influence audiences and deliver measurable results.

It is this wealth of professional experience that MARKETING EDGE ONTV brings to the spotlight as it hosts Tobun in the latest edition of its Industry Conversation segment, creating a platform for examining the ideas, decisions and industry realities shaping the communications business.

Viewers can catch MARKETING EDGE ONTV this Wednesday on TVC News, DStv Channel 418, from 12:30 p.m. to 1:00 p.m., for industry intelligence, brand developments and expert perspectives from across the marketing and communications landscape.

The programme will also feature its regular Brand News and Brand in Focus segments, bringing viewers updates on industry developments, significant brand activities and stories influencing Nigeria’s marketing and communications space.

With experience spanning media production, integrated marketing communications, creative direction and business leadership, he brings a multidisciplinary perspective to conversations about how organisations communicate, engage stakeholders and strengthen their brands in a competitive marketplace.

At the helm of IBST Limited since February 2020, the media expert has focused on developing communication solutions that help organisations shape public perception, amplify their brands and address complex business challenges through purposeful storytelling.

His professional journey reflects a combination of creative production experience and strategic business management, giving him a perspective that connects the craft of communication with its commercial objectives.

His experience at IBST Media Limited, where he has served in production executive and business management capacities since 2012, further broadens that perspective. The company’s work spans immersive and experiential audiovisual and entertainment production, areas in which creative concepts must translate into engaging experiences for audiences and stakeholders.

Furthermore, his tenure as Executive Producer at IBST Media from October 2019 to May 2023 adds to his production background, encompassing responsibilities within a field that demands creative judgement, project coordination and an understanding of how stories come together across different formats.

These experiences provide a foundation for exploring the relationship between communication strategy, creative execution and brand performance. For businesses seeking to build stronger connections with consumers and other stakeholders, the challenge is not simply to produce messages, but to make those messages relevant, memorable and purposeful.

Again, his  expertise cuts across strategic communications, executive advisory, stakeholder engagement, project leadership, team development, brand storytelling, film production, documentaries, commercial production and integrated marketing communications.

That breadth of experience positions him to examine communication from several complementary angles: the original idea, the strategy behind it, the production process that brings it to life and the audience response it seeks to generate.

His academic and professional training reinforces this combination of creative and strategic capabilities. A graduate of the New York Film Academy, where he studied digital filmmaking, Tobun also holds a Final Professional Diploma in Integrated Marketing Communications from the Certified Marketing Communications Institute of Nigeria. In addition, he is a Certified Integrated Marketing Communications Professional and a certified Media Innovator through the School of Media and Communication.

Beyond his professional credentials, he identifies mentoring emerging talent and advancing innovation as important interests, reflecting an appreciation of the people and ideas needed to sustain growth in the communications sector.

Through the Industry Conversation segment, MARKETING EDGE ONTV will draw on Tobun’s experience to enrich its engagement with the issues influencing marketing, media and corporate communications. His background offers a valuable basis for examining how brands can use storytelling, audiovisual creativity and integrated communication to strengthen stakeholder relationships and pursue business objectives.

 

Viewers can catch MARKETING EDGE ONTV this Wednesday on TVC News, DStv Channel 418, from 12:30 p.m. to 1:00 p.m., for industry intelligence, brand developments and expert perspectives from across the marketing and communications landscape.