Strategic campaigns are not new to me. Over the years, I have had the privilege of leading communications and storytelling initiatives for both local and international brands; locally and on a global scale. Executing with excellence, navigating complexities, and managing stakeholders. To a large extent, I understand what it means to craft narratives that connect, inspire, and deliver real impact. So when it came to Wema @ 80, I knew this campaign had to be different. It had to be bold. It had to be intentional. And above all, it had to be heartfelt.

Today marks 150 days since we launched the Wema @ 80 campaign; a journey that began not just with a strategy, but with deep conviction.

On February 1st 2025, we made the first announcement and within 11 days, the buzz had already taken off. Calls came in, curiosity grew, and energy was contagious.

When we officially launched the 80 Days to 80 on February 11th, it was not just a campaign…oh my world, it was a movement! What followed was nothing short of magical; a deeply human storytelling journey that traced Wema Bank’s beginnings, celebrated the Bank’s impact, and honored those who have walked this path with Wema. We unearthed stories from decades past, spotlighted impact, and brought history to life through strategic thought, creative direction, and intentional execution.

I had the honor of meeting and interviewing great men and women who have journeyed with Wema. I met heroes who have shaped the Bank’s past and continue to shape its future. My interview with our current MD/CEO sealed it for me; I saw passion in the highest order! Each conversation, each narrative, was a thread in the beautiful memories of our collective story.

The journey was not without its tests. Sleepless nights. Moments where patience wore thin. Days where my resilience was stretched. But through it all, I held on to my calm, my professionalism, and my faith. A lot of people asked me in between this journey, how I manage to remain calm even under intense pressure, especially when I have every right to react. My answer was “grace, purpose, professionalism and a deep understanding that leadership is not just about results, but about presence.”

From pre Wema @80 to during Wema @80 celebration and now post Wema @80, we have remained at the center of comms, still holding the line, still driving the vision.

Anyone who knows me knows I pour my whole self into what I do. If you have not met Mabel Aladenusi-Adeteye, ask around, research….I don’t just lead campaigns, I build legacies.

Today, as I reflect on this 150 day journey, my heart is full of gratitude.

To everyone who supported, collaborated, encouraged, and believed, thank you. And most importantly, to the one who gives wisdom, bestows knowledge, sustains effort and purpose, and crowns it all, Lord, I am deeply grateful!

This is only the beginning. My full reflections will come in a series. So stay tuned!

Mabel (Aladenusi) Adeteye
Head, Brand & Marketing Communications @ Wema Bank