Babatunde Badmus is the team lead at SparkSomething, a digital marketing solutions and ideas agency, based in Lagos Nigeria. Described as the “black panther of digital marketing”, Tunde is on a mission to make Africa one of the most technologically advanced continents in the world. Interestingly, he didn’t start out to go into marketing; something and someone, somewhere and somehow sparked it up in him and he, since then, has been sparking – as he discloses in this interview.

What was it like for you to choose a career, way back then?

Growing up I wanted to be a lawyer. I recall how I used to fantasise wearing the robe but things changed quickly during my secondary school days. There was this buzz about accountants back then and it didn’t help that I was already in a commercial class. So, I switched gears. Never knew it wasn’t my area of passion; I just joined the bandwagon. How did I know this? In my first year in the university, I didn’t see myself being an Accountant. Meanwhile, I also never planned to be in marketing. I had no clue what that sector looked like. One fateful day, I bumped into an old schoolmate who had started working in marketing and he told me about it; and since that day it sounded exciting to me.

What were the options open to you? And what inspired you into choosing your current career?

I initially considered a career in finance, because of my first degree and after university, I began pursuing a career in information technology. I got admission to study in the University of Salford as far back as 2013 but couldn’t pursue it further because of finances. However, my first real exposure to marketing came when I worked as an Accounts Manager in a growing digital marketing agency. I loved the energy of working with brands, the constant innovation, and the challenge of helping businesses grow. That experience ignited my passion for marketing and inspired me to stay in the field.

Were there role models for you at the time?

Yes, there were a few. One of my early bosses at Hot Sauce was significant influence; he would always remind us that great digital strategy has to create a spark. Those words stayed with me. I also admired Nigerian professionals who were building agencies from
scratch and proving that world-class marketing could happen from anywhere.

Having chosen your career, how has the going been for you as a professional in your field?

It has been rewarding, but not without challenges. The digital marketing industry demands constant learning and reinvention as platforms constantly make updates. We have witnessed
how marketing evolved from traditional channels into today’s sophisticated digital ecosystem. Staying ahead of that curve has kept me engaged and motivated.

How would you describe your journey up the ladder?

I would describe it as progressive and intentional. I started over 12 years ago in account management, rose through the ranks, and was later scouted by two other top agencies in Nigeria. Each step gave me new skills and fresh perspectives, preparing me to eventually build and launch SparkSomething.

What would you say have been your challenges in the course of your career sojourn?

One challenge has been demonstrating the value of digital marketing to clients who were used to more traditional methods Another was building a brand from scratch in an industry crowded with established players. Also, as with any business, scaling sustainably in a sometimes unpredictable economy was not always easy.

How have you been able to surmount those challenges?

Oh yes! I think we, I mean all the players within the ecosystem in digital marketing have proven beyond doubt that the clicks, impressions, social mentions, the shares, the likes at some point translate to an economic value for the brands We work for. Of course, with persistence and a commitment to delivering results. As an agency we have invested heavily in educating clients, hiring great talents, and adopting technology that has kept us
competitive.

What have been the high and low points of your career, to date?

High points will be starting SparkSomething, working for some of Nigeria’s top brands, and seeing our campaigns move the needle for clients. A special highlight is when our work started gaining recognition beyond Nigeria. Low points have included moments when projects didn’t go as planned or when we lost accounts due to factors beyond our control; but each experience taught us valuable lessons. I think Agencies don’t talk enough about the pains of losing a client.

What’s your assessment of the Nigerian marketing communications ecosystem at the moment?

It’s dynamic and full of potential. Nigerian consumers are young, digitally savvy, and incredibly expressive. The market is maturing fast, but there’s still room for more professionalism, better measurement standards, and deeper digital integration. If I may add, Advertising Regulatory Agency of Nigeria (ARCON) needs to be for us and not against us.

How does it compare with other markets in Africa and elsewhere on the globe?

Nigeria is among the most vibrant markets in Africa, but compared to places like South Africa or Kenya, we still have gaps in infrastructure, data availability, and trust in digital media. Brands and Agencies from these three countries make me proud of this sector in their dealings. Globally, we have a way to go in adopting some of the advanced marketing technologies and practices, but the creativity here is world class.

Talking about your company, what informed its name, SparkSomething?

The name came from my former boss at Hot Sauce Digital, who often said our work should create a spark. That stuck with me. I first wanted Spark Digital, but the name was taken by an agency abroad. So SparkSomething felt broader; it’s about sparking action, emotion, and growth.

What gap did the company come to fill in the industry?

We set out to bridge the gap between creativity and performance marketing. Many agencies either focused only on big ideas or only on data, but not both. SparkSomething was created to help brands combine storytelling with measurable business results.

How well is it fulfilling its vision and delivering on its mission?

I’m proud of what we’ve achieved so far. We’ve delivered successful campaigns for top brands and helped clients build lasting connections with their audiences. We’ve also invested in training and upskilling our team to stay ahead of the curve.

How is the company positioned in the industry?

Today, SparkSomething is recognised as a trusted partner for brands that want impactful digital marketing.. We are known for our strategic thinking, creative execution, and commitment to results.

What future do you foresee for the industry, in general; and your company, in particular?

The industry will continue to evolve with technology. AI, automation, and content personalisation will shape the future. For SparkSomething, the goal is to keep innovating, expand our footprint, and help more brands across Africa unlock their growth potential.

What would be your SWOT analysis of professionalism in your sector of the Nigerian economy?

• Strengths: Abundant talent, creativity, and entrepreneurial spirit.
• Weaknesses: Gaps in training, inconsistent standards, and sometimes limited data transparency.
• Opportunities: Rising digital adoption, a youthful population, and the potential for global work.
• Threats: Economic instability, client budget constraints, and talent migration to other sectors or countries.

What is your advice for upcoming professionals?

Stay curious, be a sponge, take on more work if you can, keep learning, and don’t be afraid to take risks. Build relationships, invest in your skills, and focus On delivering value. Above all, to be patient, success is a marathon, not a sprint.

What would you want our readers to know about you?

I am passionate about helping brands grow, about building a company that empowers people to fulfil their dreams just like when I started and I am a Liverpool fan.

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