MARKETING EDGE ONTV will feature the concluding part of its interview with Ayodeji Tobun, Managing Director of IBST Limited, this Wednesday on TVC News, DStv Channel 418, from 12:30 p.m. to 1:00 p.m. The interview, which began last week on the Industry Conversation segment, continues this week with further discussion on the commercial future of Nigeria’s creative and communications industries.

Drawing on his experience in audiovisual production, integrated marketing communications and business management, Tobun will explore how stronger collaboration among brands, agencies, production companies and media platforms can improve the quality, reach and commercial value of Nigerian video content.

At the centre of the concluding discussion is the need to transform creative output into sustainable business opportunities. Tobun will examine the extent to which Nigeria’s content development still relies on instinct rather than audience data, while explaining how research-driven decisions can help businesses create material that resonates with viewers and delivers measurable results.

Since becoming Managing Director of IBST Limited in February 2020, Tobun has focused on communication solutions that help organisations shape public perception, strengthen brand visibility and address business challenges through purposeful storytelling. His leadership brings creative development and commercial priorities together at a time when clients increasingly expect communications agencies to demonstrate tangible returns.

His professional background also includes production executive and business management responsibilities at IBST Media Limited, where he has worked since 2012. With the company’s activities spanning audiovisual production, experiential projects and entertainment, Tobun has gained practical experience in taking creative concepts from development to execution. He also served as Executive Producer at IBST Media from October 2019 to May 2023.

Beyond production, his expertise covers strategic communications, executive advisory, stakeholder engagement, project leadership, team development, brand storytelling, documentary filmmaking, commercial production and integrated marketing communications. This breadth of experience provides a strong foundation for examining the skills and capabilities modern agencies need as strategy, technology, content and media increasingly converge.

During the concluding edition of the interview, Tobun will assess whether Nigeria is investing sufficiently in the infrastructure needed to support its expanding creative economy. He will also consider the changes media and creative businesses must make to generate more sustainable commercial value from the country’s growing pool of talent and ideas.

Turning to agency practice, he will discuss how IBST Limited balances creative ambition with clients’ demand for measurable outcomes, identify the major industry problem the company seeks to solve and highlight opportunities that businesses and agencies have yet to explore fully.

Tobun’s academic and professional training complements his industry experience. He studied digital filmmaking at the New York Film Academy and holds a Final Professional Diploma in Integrated Marketing Communications from the Certified Marketing Communications Institute of Nigeria.

He is also a Certified Integrated Marketing Communications Professional and a certified Media Innovator through the School of Media and Communication. Outside his corporate responsibilities, he takes an interest in mentoring emerging talent and advancing innovation.

Alongside the featured interview, MARKETING EDGE ONTV will present its regular segments, including Brand News, which tracks developments across the industry, and Brand in Focus, which examines brands and their place in the marketplace.

The Industry Conversation segment brings practitioners and decision-makers together to discuss the issues shaping marketing, advertising, media and corporate communications.

Viewers can watch the concluding part of Ayodeji Tobun’s Industry Conversation interview this Wednesday on MARKETING EDGE ONTV, airing on TVC News, DStv Channel 418, from 12:30 p.m. to 1:00 p.m., for industry intelligence, brand developments and expert perspectives on the business of brand management and the management of brand business.