Co-Founder, Dayo Adefila Leaves HotSauce

There are strong indications that Dayo Adefila of HotSauce is set to transition from his post as the Chief Executive Officer of the company.

MARKETING EDGE gathered that while Adefila has been evasive about his next move, it is believed that having helped pioneer digital marketing within the TROYKA Group and in Nigeria at large he’s moving on for a greater challenge.

Mr. Dee, as he is fondly called, began his advertising career in year 2000 at then LTC Advertising (now JWT Lagos) as an Account Management trainee and grew over the last 16 years into a business leader with experience in integrated marketing communications and technology management. He has held senior roles in diverse disciplines – Creative, Account Planning disciplines at Nigeria’s No.1 ad agency – Insight Communications, So&U Saatchi & Saatchi and Brand Management at Vmobile & Celtel Nigeria.

Pioneering is not new to him as he served as the first digital marketing faculty member at highly rated school of branding, Orange Academy in 2009. From there and in his post as Head, Strategic Planning and Digital Marketing at Insight Communications, Dayo Adefila Co-founded HotSauce alongside Nigeria’s advertising Czar – Mr. Biodun Shobanjo. HotSauce eventually began operations in 2011. The firm operates as a member of the TROYKA Holdings Group with Adefila as the CEO.

Under his leadership, the company has grown into a multiple award winning digital marketing firm in Nigeria with a deep understanding and experience of fusing technology, creativity and media to create memorable experiences for brand consumers. This resulted in successfully leading HotSauce to being part of a round of equity investment by the Publicis Groupe into select Troyka companies. Today HotSauce is a member of the Publicis Groupe which is the 4th largest advertising network in the world.

As an entrepreneur, he is renowned for being actively involved in the formulation and implementation of ideas that have grown brands in Nigeria. He loves building new vision driven by technology and helping brand to successfully figure out the digital space.

Dayo is currently also a Co-Director of an exploratory push to introduce Silicon Valley global start-up accelerator, Founder Institute ( ) to Nigeria

From his antecedents, one can expect that Dayo’s new challenge will be innovative and exciting.

Due to his experience with grooming successors, it is being speculated that his successor will be chosen from those that have grown through the ranks in the agency, with the current Head, Strategic Planning and Innovations, Chinedu Abili-Mordi, as the favourite.


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