Michael Emelieze is the managing director of Xpark360. In this interview with MARKETING EDGE, he shares exciting stories about his career journey, the shift toward innovation and efficiency in Nigeria’s marketing communication industry.

 

By way of reminiscence, how did you come about your career choice back then?

My career choice was thoughtful and, at the same time, exciting—though it felt daunting.

I naturally leaned towards Engineering because I studied it in school. That foundation sparked my love for building systems and solving problems.

 

What were the options open to you then? And why did you opt for what you eventually chose?

Engineering was the most obvious option—it was what I studied, so that became my starting point.

 

Which branch of engineering?

Civil Engineering. After graduation, I pursued banking and finance, largely because of the opportunities available at the time. But I’ve always had an entrepreneurial spirit. My experience in the banking sector exposed me to gaps in marketing, and that eventually led me into advertising.

 

Were there role models?

Absolutely. I had role models in the banking sector—people like Mr. Jim Ovia, because I worked at Zenith Bank. Then Mr. Tony Elumelu, who built UBA and Transcorp. And of course, my spiritual father, Prophet Isaiah MacWealth, who has mentored and guided me from the very beginning until now.

 

Why didn’t you continue with engineering?

I did have options in engineering. But before starting my NYSC, I interned at Ove- Arup & Partners. That’s where I discovered my passion for building processes. I worked as a civil engineer—designing structures—but I found the work monotonous. It lacked strategic engagement. I needed something more dynamic. That’s what led me to banking, and later into marketing and advertising.

 

How has the journey been since making that switch?

Purpose-driven. I transitioned from banking into marketing and then into advertising. Since then, I’ve consistently adapted to the evolving landscape.

 

Was your rise in the industry sudden or gradual?

Not sudden. It’s been challenging, very much so. But it’s also been a rewarding and exciting experience.

 

What were the challenges—and the excitements?

When I started advocating for more digital advertising, many thought the ideas were far- fetched. But I saw a better way—smarter and more efficient. I believed the industry would evolve, and now we’re seeing that change. I’m proud to be part of the push toward innovation and efficiency.

 

How did you overcome those challenges?

I stayed resilient and innovative. I had to convince myself that this path was the future. That mindset gave me the strength to push through.

 

And the exciting parts?

Watching your idea grow—like a baby— thriving and gaining recognition. That’s very exciting and deeply fulfilling.

 

What would you consider the highs and lows of your journey?

A high point was launching the biggest campaign on the world’s largest billboard—the Premium Trust Bank campaign on the Third Mainland Bridge. It’s even bigger than the Guinness World Record holder in Dubai. As for the lows, it’s been dealing with resistance to new ideas and constant rejection.]

 

By who?

People, of course.

 

Has that been frustrating?

Very much so. Often, those with the resources to drive innovation were unwilling to support it. But interestingly, many of them now admit that the very ideas they rejected have become industry standards. I’ve outgrown many of them—and I say that humbly. Over 13 years in advertising, I’ve seen the industry shift in the very direction I was advocating for.

 

On the Company: Xpark360

The name Xpark360—what does it mean?

The original name was Spark. We replaced the “S” with an “X” to stand out. The “360” reflects our all-inclusive service delivery—end-to-end.

 

What industry gap did your company address?

We noticed that most players in the industry were specialized—some focused solely on outdoor ads, others on content or creative.

What was missing was a comprehensive, insight-driven agency that could handle the full spectrum of marketing—from start to finish. That’s the gap we filled.

We deliver seamless, full-scale campaigns across all channels, offering clients a 360-degree experience.

 

How fast is Xpark fulfilling its vision?

We’ve been growing fast and attracting top- tier clients like Royal Air Maroc, FedEx, Premium Trust, major banks, and more. The quality of our work speaks volumes.

 

How is Xpark positioned in the market?

We are bold. We are unconventional. We are an omni-agency focused on results and relevance.

 

What is your outlook for the industry—and Xpark in the future?

We see the future as data-driven and immersive. Xpark360 is positioning to lead this evolution in the advertising industry.

 

When do you see Xpark becoming an industry leader?

At a strategy session last year, we set a vision to become a unicorn in five years. By 2029, we believe Xpark will be a unicorn—by the grace of God.

 

Advice & Personal Insights

What advice would you give to young professionals?

Nigeria’s business climate is tough. My advice is: stay resilient, stay teachable, be value- driven, and uphold integrity.

 

What should people know about you?

I’m a builder—of systems, people, businesses, and legacies. Xpark360 is just one of several ventures I’ve launched. There’s more coming—ideas that will become lasting legacies in 5 to 10 years.

 

Has your engineering background been useful in advertising?

Absolutely. The world itself is built on engineering. Even God is an engineer! Systems, processes—everything runs on design.

Engineering trained me to think in systems, and that’s a big asset in business and marketing.

 

If not in marketing, banking, or engineering—what else?

I love numbers. So, definitely something finance-related. Banking is my first love.

Engineering is second. Advertising is third. Maybe real estate would come next.