Digitalization has fueled convergence in the marketing communications space – Tosin Adefeko
Tosin Adefeko is the Founder/Managing Director of AT3 Resources, a Lagos, Nigeria based specialized consultancy with expertise in strategic communications, special events, media interventions and training. A corporate executive and entrepreneur with over 25 years of multi-sectoral experience in Nigeria, she has led and delivered outstanding business results in financial services, print/broadcast media and marketing communications industries. In an interview with our reporter, she bares her mind on sundry issues relating to the current state and future outlook of the PR industry in Nigeria.
How her agency has been riding high in spite of the COVID-19 pandemic storm:
Like everyone else, the pandemic was unprecedented and we could never have predicted the magnitude of its effect. We were rather destabilized at the time because beyond providing strategic communications solutions to our clients we also ran a thriving special events arm of the business. We had critical high-level events lined up, some of which we had sent invitations out to the entire corporate Lagos; we had to recall. The disruption was unquantifiable, but we didn’t let that stop us. The events arm of the business was the most affected but since communication never stops, we directed our focus completely to providing solutions in that area. We temporarily shut down our office and immediately adopted working from home. Somehow this gave us more clarity to think and explore other possibilities; we partook in collaborative efforts like the Work from Home(WFH) Survey in partnership with a consortium and we gave some of our time to some COVID-19 relief efforts. Eventually business picked up and by the end of the year we barely remembered Covid happened, we became busier than we ever imagined. So, to your question on what it has been like, I would say we basically took each day as it came, there was no point putting long-term strategies in place when we barely knew what tomorrow held. But each day threw up a new opportunity which we assessed and ensured were in line with our capabilities and values. A constant for us is always our values and what we stand for. That never changes, pandemic or not.
On what new definitions the COVID-19 pandemic has given to PR as a profession and as a business in Nigeria; and what she considers to be the “new normal”
I don’t think there is any peculiar definition the pandemic has given the PR industry any more than every other industry. The bottom line is we were slowto embrace digitalization, this is no longer a choice, every facet of life was affected either positively or negatively and it is now a new world order in every regard. The PR industry pre-covid had experienced a great degree of change with convergence in the marketing communications space fueled by digitalization. As a PR practitioner, regardless of whether you’re a specialist or a generalist, you are tasked with telling your client’s stories to their audiences amongst other things. The COVID world we find ourselves in has not taken away that primary function. As a matter of fact it has helped us extend the ways we can tell compelling stories. But again, it’s not that simplistic because in the same vein the negatives also exist. Narratives are becoming harder to control, everyone is now a media authority, trained or untrained, it has become too easy to spew falsities which can easily become a nightmare for a public relations person.
On how Nigerian PR agencies are adapting to the “new normal” and the extent to which PR has gone digital in this clime
Many agencies are doing great work, managing communications for local and global brand and corporates. I believe we all are adapting as it suits our value proposition. Even though uncertainty persists along several dimensions that has made it harder to predict consumer attitudes and behaviors, it is imperative for brands to continue to engage and connect. Consistency always pays off. I do tell my clients, PR is not a channel or a medium, it’s a process hence a good strategy is imperative for effective communication. Also, a Digital PR strategy is a sine qua non for consumers choosing to consume information via digital channels are growing exponentially, even with the low internet penetration and broadband issues we experience as a country; truth is, as a percentage of our population Nigeria still has one of the most users on social and digital channels in Africa. So, for impact and reach on any campaign, this is the platform to be. Even for news consumption and dissemination, I would still say this channel is the first port of call. I mean, we now see a situation where many traditional platforms pick their breaking news from digital channels.
Her assessment of and forecasts for the IMC industry, in general, and the PR sub sector, in particular, in 2021
Some forecasts have predicted continued turbulence and downturn for the industry due to the unpredictable economic landscape; the pandemic has also reshaped the operations and direction of businesses in particular and the country in general. Within the Integrated Marketing(IMC)spaceall you need do is to imagine as an example, what could have happened to outdoor assets and the companies that had invested in them when everyone was on lockdown; obviously budgets would have had to be re-appropriated. Digital platforms and TV would have become more important channels to connect with target audiences since we were all at home. I already spoke about the disruption within the experiential and events space, which was one of the most affected; so,no doubt loss of revenue borne out of reduced consumer spending is the order of the day. We all just need some ingenuity now on how we can continue to connect our brands to their audiences and keep them engaged with none or minimal contact. That is the only way we can continue to thrive as an industry.
On her agency’s strategic offerings to its clients this year
From inception, we have always sold ourselves as the go-to-people to support yourbrand in your quest to connect. This connection can be made either through storytelling; we are great at developing content which your target audience can relate to; we also use events as a platform to engage, even though most of our events are now virtual we make sure we keep you engaged throughout and all of our work can only be expressed by the platforms and channels we choose to deploy to. All of this we apply our experience and expertise to give our clients the best. Our offerings from last year are not different from this year.
What her agency is doing to up the ante in its operations and deliverables this year:
Our major selling point is in our resources. So, we continue to look out for young, bright minds, with or without experience, we are happy to train really enthusiastic, bold and courageous peoplewho are ready to learn.Also, we ensure we keep abreast of technology and tools that make us execute and measure our work properly.
Where she sees the PR industry in the foreseeable future:
The industry is still very fragmentedbut will continue to evolve. The digital revolution will continue as there are still many opportunities unfolding; innovation is unending as we can see with the social media platforms. On the part of clients, they also better understand the importance of PR as a tool to influence, sway perception and create their desired reputation. The most important thing for practitioners on their part, is to understand the value they bring to the table so they stop accepting anything that is thrown at them. I tell my team, listen, no one needs to kowtow to anyone, respect must be mutual and reciprocal so your client or prospectmust see the value you bring to the table. This can only be through constantly seeking knowledge to remain on top of our game.
Giving an insight into her agency, AT3 Resources:
After almost a decade working and leading commercial and retail banking portfolios in several banks, I proceeded for a Master’s Degree in Marketing Communications in England. Upon my return, I worked with Arise Magazine and NN24 as I set out to garner experience within the media space. AT3 Resources as an idea was birthed in 2012 as my personal vision to provide boutique strategic communications services to local and global corporates and High Networth Individuals. However, I found a more compelling opportunity to work with the doyen of Marketing;Dr Biodun Shobanjo whom I had admired for many years. I couldn’t let that opportunity pass. So, I joined the Troyka Group – Heading the Client Service department of The Quadrant Company and rising through the ranks till I became the Chief Operating Officer of what had become QuadrantMSL a member of the Publicis Group. This role exposed me to the opportunity to advise some of the largest global and local institutions and brands across a broad spectrum of sectors, ranging from Microsoft/Nokia, Google, Dell in Technology, to Coca-Cola in the Food and beverage sector, to British Airways in Aviation, Skye Bank/Polaris Bank in the Financial sector to, Procter and Gambleand Phillip Morris in FMCG’s amongst many others. I must especially recognize and appreciate the mentorship and support of Dr. Biodun Shobanjo who I had the opportunity to work closely with at various times and unless you don’t know him you must agree with me this was the greatest privilege.
So back to AT3, by the time we started fully just over 3 years ago, it was important to us that we didn’t try to become everything to everyone; we were quite selective about the briefs we took on and that paid off somehow as our work was allowed to speak for itself; we never made promises we couldn’t keep and corporates and brands began to notice. We have since created a niche for ourselves within the corporate space having worked for brands like Polaris Bank, NIBSS, Crown Flour Mills, NESG, Olam, Radisson Blu, Swift Networks and many more. A year ago, we were signed on by SIEMENS and our most recent win in 2021 was being appointed as the communications partner for Facebook in Anglophone, West Africa. We are quite proud of our progress even if we say so ourselves.
On her agency’s competitive edge over other PR agencies:
Beyond creativity, service excellence and integrity that I believe every service provider must have at the minimum; we tell anyone listening that a promise made is a promise kept. We keep our promises.
Talking about herself:
Tosin is a corporate executive and business leader with over 25 years of multi-sectoral experience in Nigeria. She has led and delivered outstanding business results in financial services, print/broadcast media and marketing communications industries. Her unique background straddles multinational and growing local commercial business contexts. Apart from her business development and relationship management expertise derived from frontline roles in major industries, she has built very strong networks in the public and private sector, engaged at board level whilst serving in key operational capacities. She increasingly derives personal fulfillment working on impactful social investment projects with a number of not -for-profit organizations. That is my corporate profile.
On a more personal level, my view of life as clichéd as it may sound, is to ‘Never give up”. There is nothing I have ever wanted that I don’t pursue till the end. I call it the ‘Never say die” spirit. Somehow the universe always conspires with my quest. I love to talk, teach and generally make my voice count on causes that aid humanity. So, I volunteer my services to platforms like WIMBIZ and the NESG whose contributions to national development are dear to me. I served on the media and publicity team for the Nigerian Economic Summit Group (NESG) annual conference in 2019 and helped carve the communications strategy for the milestone NES 25 conference. In 2020, I also served as Co-Chair Communications of the Joint Planning Committee & Lead, Communications of the Central Organizing Committee for the 26th annual Conference. I am also very passionate about female empowerment and actively volunteer at Women in Management & Business, (WIMBIZ) – the foremost NGO for women in sub-Saharan Africa, I have served on a number of committees including the Annual Conference planning committee and chaired the communications sub- committee for two years in a row.
I am a member of the Institute of Directors, Chartered Institute of Public Relations and Nigerian Institute of Public Relations. I was recently listed as one of the ‘Top 50 women in marketing communications by Brand Communicator.’
But after all said, I am first a mom and wife, I have three lovely kids that are literally my world; my husband Ade works in the same industry so we basically lean off each other on a personal and professional level.
Her hobbies and interests:
These have changed over the years. In the past, I would have said travelling, swimming, reading and stuffs like that. These days I travel with caution as my trips mostly get truncated with work demands. Swimming, these days happen maybe once a year. With reading…well, it had better have a lot to do with my work. So, hobbies are not a thing for me now, to be honest. All my spare time now I spend building the business, reviewing trends, monitoring the landscape, giving back in one shape or form or making up for lost time with my family.
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