Personality Interview with Lyon Koledoye, Chief Magician at Method & Metaphors
Storytelling is at the heart of advertising in unlocking power to drive positive change – Koledoye
In this insightful conversation, Lyon Koledoye, Chief Magician at Method & Metaphors, shares his passion for advertising, the impact of storytelling, and his vision for the industry with Abimbola Mohammed, Senior Correspondent with MARKETING EDGE in an exclusive interview.
1. What informed your decision to pursue a career inthe Marketing Communication industry? Is this what you wanted to do or you got there by
accident?
I have always been deeply curious about how advertising works. Growing up, I was fascinated by stories; whether novels, history, or just reading anything I could get my hands on. This curiosity about the world naturally led to a lifelong dream of working in advertising. I wanted to have a role in it, to help create value and drive positive change through the power of storytelling. What excites me most is the impact that brands can have on the world. There are businesses that shape the future for the better, and I believe it’s crucial for these businesses to thrive. Advertising, when purposeful and impactful, plays a pivotal role in ensuring that the right brands succeed and make the most meaningful impact.
2. What’s your view about the growth in the Nigerian Marcomms industry?
The Nigerian Marcomms industry is definitely growing, though it’s hard to pinpoint exactly how far it’s expanded in terms of scale and scope without all the specific data. However, comparing the advertising landscape from the last decade to the one before it, the growth is undeniable. We have a lot more new players(me included): businesses, agencies, and industries that are pushing the boundaries.
One of the biggest factors driving this growth is how digital technology is shaping consumer behaviour and media consumption. Social media platforms and the new wave of creators are redefining how brands communicate with consumers, bringing fresh approaches to marketing. We’re also seeing more brands enter the market, recognising the importance of advertising and integrating it into their overall marketing strategy. Despite the growth, there’s potential for even more if we can tackle the challenges and limitations we face; from talent shortages to business model constraints and the need for effective regulation. Regulations should foster innovation and creativity, not stifle it, whether on the client side, agency side, or with advertisers. Overall, the growth is exciting, but it can go further with the right support and removal of obstacles.
3. What are the opportunities and challenges in the industry in this part of the world?
It is an interesting mix; I believe we have more opportunities than challenges in the Nigerian Marcomms industry, and these include:
● The Lack of Distinct Advertisers: Many brands just want to sell, but they are not keen on meaning anything unique to their audience/consumers in a way that is distinguishable and own-able. This stunts creativity and makes advertising feel repetitive.
● Pace of Innovation: Many agencies aren’t innovating fast enough, especially when it comes to new media and digital storytelling. Our
business models are not responding fast enough to market forces and cultural dictates.
● Talent Drain: Creative professionals are constantly being pulled into other industries(tech, film, music) because they offer better pay and
well-defined career paths.
Opportunities:
● Storytelling is Our DNA: As Africans, storytelling is second nature to us. Nigerian culture is vibrant, and advertising should tap into that depth more. We can make our advertising urban without losing the richness of our local culture.
● Localised & Nuanced Campaigns: Nigeria is incredibly diverse. Brands that lean into cultural specificity rather than generic, one-size-fits-all
messaging would win bigger.
● Tech & Mobile Growth: The adoption of mobile technology means we can reach audiences in new, creative ways. There’s an opportunity for
more innovative digital engagement. We’re in an exciting space where technology and culture are coming together to reshape how we
communicate.
4. Can you take us through your own growth trajectory in the industry?
From founding Kratosia, a digital marketing startup, to working in agencies like SwiftThink Limited and then Insight Publicis and later DDB Lagos, I’ve honed my expertise in brand storytelling, digital strategy, and innovation. Along the way, I’ve worked with brands like Pepsi, TECNO, FCMB, AXA, Johnnie Walker, Ciroc, MTN and Airtel, among others.
My experiences in building Ballgecko(Gecko5) and SentientXT alongside other incredibly smart individuals have seen me develop capacity to deliver a extensive range of outcomes from media production to distribution. Juggling multiple roles across industries has shaped my approach to brand building today.
5. Looking back at your journey in the industry, if you are tapped to recall the memorable campaigns, briefs, and brands you have worked on, which ones will readily come to your mind?
In no particular order, my favourite campaigns have been rich in culture, music, and entertainment. At Insight Publicis, I contributed to the Pepsi ‘Long Throat’ campaign, especially the #ThingsILongThroatFor conversation-led digital campaign that got young people sharing their ambitions and longings with their friends and Pepsi. Lots of positive sentiments were created and the Pepsi LongThroat bottle (60cl) was well-received in the market.
People investing in People a campaign that promoted crowd-investing for Nigeria’s first crowd-investing platform: monieworx. We helped monieworx tell the perfect brand story, helping the brand cut through the noise and connect with everyday Nigerians looking for the right investment vehicles for their heavily-pressured low-income.
Crafting a unique speak and sustaining the brand’s presence on social as it moved from beta testing to launching its app & web platforms to a growing waitlist of users. Better at Business with nomba remains one of my beloved campaigns, primarily because it is a great example of how storytelling can fix a perception challenge for brands.
In April 2022, Kudi rebranded to nomba, assuming a stronger identity for an unchanging and ever-ambitious purpose: to enable and power Africa’s economy. By late 2023 the rebrand was beautiful yet majority of consumers couldn’t pin-point what exactly nomba does and as such were aware with the brand name, yet were lost on the brand essence. We were tasked with helping nomba tell the right story about how it enables business in Africa, establishing a clear USP for the brand and making it more meaningful to small and medium business owners across the country.
6. It is believed in some quarters that AI will be a future albatross for creativity; do you share such sentiment?
I believe AI can be a powerful tool to enhance creativity, but it won’t replace human creativity. It is not about AI being an albatross, but rather about how we leverage it to work alongside creative minds. I would liken AI to a calculator in the hands of an accountant. The calculator helps with complex computations, but it’s the accountant’s expertise, judgment, and understanding of the broader context that truly drives the work
forward. Similarly, AI can assist with data analysis or generating ideas, but it is the human mind that adds the creativity, nuance, and emotional connection needed for truly impactful work. AI can be a powerful tool, but it will always be the human element that guides its purpose and application.
7. What is your view about talent retention in the industry?
Talent retention in the advertising industry is at an all-time low. Creativity is fluid, meaning that there are many secondary industries now absorbing talent from advertising. For example, a copywriter in advertising could easily transition into a scriptwriter in film, or an account manager could become a fantastic A&R in music, and a visual designer might move into product design in the tech space.
Other industries have become attractive to creative talent due to a combination of factors such as: a more tangible application of creativity, cushy salaries, the global export of talent and services (broadening experience and value), all of which are causing us to lose skilled individuals.
Moreover, the ‘leaky bucket’ principle is at play: we are losing talent but not replenishing our talent pipeline fast enough. While many companies within the industry are taking bold steps to address this, I believe more needs to be done collectively to ensure that we are attracting and retaining the very best.
The quality of talent we cultivate directly impacts the prestige and respect we command, as well as the results we deliver for our brands.
Ultimately, talent development should be a priority for any agency or creative company. We need to focus on developing highly skilled, innovative individuals who will grow into creative leaders and ensure the future success of the industry.
8. Government and parastatals have been criticised for poor policy communication, do you see effective communication playing role in governance?
Effective communication is essential to good governance. How can you lead people you claim to govern if you cannot communicate with them clearly? Communication is at the heart of everything that happens in government; from the pre-campaign trail to the communication of policies and decisions within government seats.One of the major challenges in this country is that many citizens don’t fully
understand what governance should do for them, where it starts, or where it ends. They often don’t realise where their role begins. Effective communication and orientation are crucial to bridge this gap. We need to help citizens understand their power and the place of the office of the citizen, which should be considered the most important office in the land, alongside the role of the government and those who represent them.
I believe that advertising agencies and brands have a role to play in this. They can help ensure that the communication is clear, engaging, and impactful, ultimately fostering a deeper connection between the government and the people they serve.
9. What do you think the future holds for the Marcomms industry in Nigeria?
Who is to say what the future will bring, right? But I believe the future of the Marcomms industry in Nigeria is all about collaboration and co-creation with clients. Agencies will increasingly find themselves in decision-making rooms, part of the process before campaigns even begin. Right now, agencies are often brought in at the campaign stage, but there’s so much intelligence and creativity they can offer earlier in the process, at the product development and business strategy levels.
We will see a future where clients maximise their relationships with agencies by bringing them into the fold not just for campaigns, but for strategy, ideation, and even product development. I also envision a future where agencies evolve beyond just communicators to become creators and owners of assets; assets that help deepen their understanding of the consumer from a data, consumption, and commerce standpoint. Overall, I am optimistic about the industry’s future; I see a bright horizon ahead.
1o. Walk us through what your agency offerings are?
This is definitely my favourite question because it allows me to talk about something I’m incredibly passionate about: Method & Metaphors (M&M). We believe creativity should be purposeful, impactful, and deeply human. Our approach blends method and metaphor to craft powerful narratives that connect brands with people in meaningful ways. At M&M, we offer our client value across four key areas:
● Stories: Crafting bold, enduring narratives that resonate, earn attention, and inspire meaningful connections.
● Products: Designing purpose-infused products and systems that transform ideas into impactful brand solutions.
● People: Developing insight-driven strategies that inspire belief, clarify brand purpose, and foster lasting relationships.
● Experiences: Creating seamless, user-centered experiences that drive loyalty, advocacy, and deep brand connections. Our work goes beyond advertising; we shape culture, influence behaviour, and help brands create tomorrow, today.
11. What is your mantra and advice for the MARCOM industry?
Mantra: “Create tomorrow today.”
Advice: We must collaboratively usher in the future we desire for the industry by building stronger brands. If we want a stronger industry, we need stronger brands. It’s up to us to build for tomorrow by investing in assets that unlock deep human truths, lacing our creativity with cultural intelligence, and creating impactful experiences that underpin our relevance to the consumer.
12. Who is Adekunle Lyon Koledoye?
Adekunle Lyon Koledoye is more than a creative strategist; I am a builder of narratives, an architect of brands, and a curator of cultural movements. As the Chief Magician at Method & Metaphors, I work to redefine how brands grow by blending creativity with purpose, combining data with human behaviour to drive strategic innovation.
My goal is to drive the next wave of creative innovation by helping brands not just sell, but shape culture, start movements, and drive meaningful impact. Here I am building that wave: one idea, one story, and one transformation at a time.
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