As GDM Consults marks its 15th anniversary, the company’s trajectory reflects a deliberate and strategic shift from experiential marketing to a broader focus on marketing technology, management consultancy, and digital innovation. Under the leadership of its Founder and Group  Chief Executive Officer, Victor Gbenga Afolabi, GDM has evolved from a client-side response to execution inefficiencies into one of Nigeria’s most dynamic agencies, reshaping the marketing and technology landscape.

From Experiential to Strategic Consultancy
Reflecting on the firm’s growth, Afolabi recalled how a career in pharmacy and early client-side marketing experience highlighted a critical gap between marketing briefs and execution outcomes. This disconnect birthed GDM’s entry into experiential marketing with a resolve to institutionalise professionalism and close the value delivery gap. Since its inception, GDM has repositioned itself every five years, moving from 360° marketing to digital transformation and, most recently, expanding into technology and management consultancy.

Innovating at the Intersection of Technology and Management
From its tenth year, GDM intensified its investments in technology by launching digital platforms for clients. By its fifteenth year, the organisation expanded to offer enterprise solutions, digital infrastructure deployment, and strategic advisory services. Afolabi explained that this shift reflects an intentional reengineering of the company’s offerings and client base from Fast-Moving Consumer Goods (FMCG) to oil and gas, fintech, and the public sector.

A pivotal strategy in this transformation includes setting up regional offices in the UK and UAE to support international clients seeking African market entry. These operations focus on advisory and management consulting, diversifying GDM’s global footprint.

Chief Executive Officer, Victor Gbenga Afolabi

Navigating Adoption and Growth
With over 200 brands served and up to 500 projects executed annually, GDM’s success lies in its client-centric, solution-driven culture. According to Afolabi, the company maintains strong client relationships by ensuring its services are never merely transactional but rather rooted in value creation and partnership.

Internally, the company emphasises attitude, results orientation, and continuous learning. GDM’s talent development strategy focuses on recruiting individuals with strong intrinsic motivation and equipping them with relevant skills and exposure to deliver on its high-performance culture.

Campaigns of Impact and National Reach
One of GDM’s most impactful projects remains its 2017 national campaign, executed in partnership with the Office of the Vice President of Nigeria. The initiative involved the enumeration and data verification of four million beneficiaries nationwide, making it the most significant social investment programme in Africa at the time. This project signified GDM’s entry into the public sector and has since established the agency as a dependable player in government project execution.

Thought Leadership and Industry Development
GDM introduced initiatives such as MarkHack and the Eko Innovation Centre to deepen innovation and thought leadership in the sector. These platforms focus on building technological capacity, fostering industry dialogue, and shaping the future of marketing through innovation. These efforts are aligned with the company’s philosophy of “sky gazing”, anticipating future trends and proactively evolving to stay ahead of the curve.

Looking Ahead: Regional Expansion and Strategic Consultancy
GDM’s vision for the next five to fifteen years involves deepening its presence in key regions such as North Africa, the Middle East, and Europe. The goal is to provide strategic consultancy to organisations seeking African market entry, leveraging GDM’s expertise in go-to-market strategy, restructuring, and technology execution.

GDM introduced initiatives such as MarkHack and the Eko Innovation Centre to deepen innovation and thought leadership in the sector. These platforms focus on building technological capacity, fostering industry dialogue, and shaping the future of marketing through innovation. These efforts are aligned with the company’s philosophy of “sky gazing” anticipating future trends and proactively evolving to stay ahead of the curve.

Advice for the Next Generation of Entrepreneurs
In closing, Afolabi advised emerging entrepreneurs, “Be passionate and pursue excellence. Everything else flows from that.” His leadership ethos is underpinned by a desire to transform people and systems, ensuring his influence leaves nothing unchanged or unimproved.

Conclusion
At 15, GDM is not simply celebrating longevity but marking a new era of innovation, impact, and global relevance. With clear direction, diversified offerings, and a value-driven team, GDM is positioned as a transformative force in Nigeria’s business and innovation ecosystem.