Dr. Biodun Shobanjo marks 50 Golden years in Nigeria’s marketing communications industry

Longevity in the professional world of any chosen career is no mean feat. It is a major advantage in redefining experience, thanking clients for decades of patronage, and distinguishing from competitors. It also proves staying power and success on the part of the individual involved.
Yesterday 5th December, 2021, the doyen of Nigerian advertising, Dr. Shobanjo, literally and metaphorically the African re-incarnate of David Ogilvy, marked his epic 50th anniversary in the nation’s Marketing Communication industry.
In an exclusive chat with MARKETING EDGE, the ad guru said: “Yesterday 5th December marked my 50th anniversary in the Marketing Communication industry. There’s a lot to thank God for.”
In response, Mr. John Ajayi, Publisher/ MD, MARKETING EDGE Group said: “To God be all the glory sir. We are glad you have travelled this far in glory and honour amidst laurels, awards and garlands to the bargain. Yet, you remain a leader, game -changer, pace-setter, and mentor. It can only be God sir. Again, congrats for these beautiful years in gold, honour and fulfilment.”
Dr. Shobanjo, who responded to the congratulatory message, noted: “We can’t thank God enough for His grace and mercies. And the people we met along our path in this most interesting journey. This includes you and your organisation (MARKETING EDGE) for which I remain indebted. God bless.”
Like a colossus, Dr. Shobanjo has straddled Nigeria’s marketing and advertising terrain for half a century. In 2020, Insight Communications, the agency that enabled his audacious foray into the entrepreneurial world, clocked 40 years.
As a marketing communication practitioner par excellence, Dr. Shobanjo cut his teeth at the Nigerian Broadcasting Corporation, now Federal Radio Corporation, in 1964 as a studio manager. He left in 1971 and joined the American-Nigerian agency, Grant Adverting where he rose to the post of Deputy Managing Director before his 30th birthday. He co-founded Insight Communications (now Insight Publicis) in 1979 which has now become an integrated part of the Troyka Group which is the holding company for Insight Redefini (the communication group for Insight Publicis, Quadrant MSL, Media Perspectives, All Seasons Media, LCC and Leo Burnet Lagos). Meanwhile, the Troyka Group 4 companies operating under it, namely: Insight Redefini Limited, Serengeti OOH Limited, Halogen Security Company Limited and Black Onyx Properties Ltd.
As a believer in people, Dr. Shobanjo’s business style has favoured a mentoring ambience which has spawned protégés who are leading lights of the advertising and marketing communications industry in Nigeria.
At each stage of his career, he has continued to create sustainable impact and influence. For example, he has always been passionate about elevating the market value of his employees’ talents by showing a genuine responsibility to reciprocate the value they are adding to his success as a leader.
Apart from his iconic achievements in the advertising industry, comprehensively referred to as Marketing Communications, which embraces the trinity of advertising, public relations and publicity, a total package arrangement for marketing goods and services in the modern era, Dr. Shobanjo also has a good heart that manifests in his readiness to give a helping hand to the needy – individuals and institutions, including tertiary institutions such as the Obafemi Awolowo University and the University of Lagos. Dr. Shobanjo is an exponent of quiet philanthropy who simply gives with his right hand without letting the left hand get wind of it.
Happy 50th anniversary, the doyen of Nigerian advertising.


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