Babatunde Shobanjo, Head of Business/ Chief Operating Officer (COO) of Leo Burnett Lagos, has revealed that the agency’s outstanding guiding principles, values and remarkable offerings in the Nigerian creative market are enshrined in the cultural ethos of the founding fathers.

Giving an insight to the strength and dynamism of the founding fathers, such as the notable late Leo Burnett, Babatunde explained that the agency is a reflection of the cultural ethos of the founder, adding that every Leo Burnett agency across the globe carries the DNA of the founder, which denotes the fundamental values, beliefs, and guiding principles that the agencies embody to stay at the forefront of the ever-evolving advertising landscape.

Speaking in an exclusive interview with MARKETING EDGE ONTV, the creative personality and dynamic industry leader explained how Leo Burnett Lagos has positioned in the Nigerian creative market amidst stiff competition, nudging positive actions and inspiring outcomes to sustain a dynamic growth trajectory over the years.

According to him, communicating the  agency’s ethos has helped to resonate with clients who share similar values, leading to long-term relationships and positive business engagements.

The COO, whose enduring stewardship and leadership attests to the agency’s growth and status, said it goes beyond the products or services that Leo Burnett offers and encompasses its mission, vision, culture, and the emotional connection it seeks to establish with its clients.

“We like to look  at ourselves as a niche creative agency, but we actually match the ethos of our founding fathers and then also the ethos of Mr. Leo Bernard himself. It’s one of the most creative agencies globally, so that standard is what cuts across all the Leo Burnetts from Brazil to the UK, US, and even now in Nigeria.

“Globally, we work with our tool called humankind. It is not even a tool, it is the way it has been since 1930s when it was founded. So, if you go to any Leo Burnett anywhere in the world, it should be the same in terms of creativity, working culture, and because it works in the Western market, it is supposed to work here as well. We think global and act local and that is the way we have always been,” he said.

Babatunde shared some of the outstanding works and campaigns that have raised the bar of creative excellence and brilliant performances of Leo Burnett so far. To be adjudged grand winner in the LAIF Grand Prix, the seasoned professional attributed it to the underlying essence of what the agency stands for and its brand promise to the world.  He also commended the relentless efforts of his vibrant team in delivering extraordinary results.

“For us, it is a big moment of pride because the grand prix is not something that is easily given out. Although there are a lot of creative agencies that won a lot of gold, silver and bronze, but the Grand Prix stands out. Well I mean I have to talk about the brand that actually won the grand prix.  It was one that tested our limits but I also have to give kudos to the client as well, because the ambition and the drive from the clients matched our ambition.

“I have a very dedicated team of professionals that spent nights and a lot of sleepless nights in coming up with the ideas, sitting with the client and then tearing it up and starting again. So I would definitely give a lot of kudos to the team behind the campaign,” he said.

Giving his assessment of the Nigerian creative agencies growth in practice and brand management, Babatunde affirmed that it has evolved compared to what it used to be in the past years.

“I think we have evolved. It is not what it used to be in the days of our forefathers. A lot of times now, you have a lot of clients who actually set up their own agencies in-house. For us, it is more or less like pushing ourselves beyond the regular advertising that we do, to be able to offer our clients solutions through innovations, through digital services and because we live in a creator’s world now, so it is  for us to embrace it and offer our clients more than what they are actually asking for.”