Sinmisola Hughes-Obisesan makes move to Leo Burnett Africa as Creative Director
Barely 1 year and some months after her appointment as Creative Director at Insight Publicis, Sinmisola Hughes-Obisesan has landed another major role within the Publicis Network, following her recent appointment as Creative Director at Leo Burnett Africa.
Leo Burnett, is globally the Publicis network’s most creatively recognised agency, and is one of the major advertising agency networks within the Publicis Group. With Hughes-Obisesan’s appointment, she will now oversee creative duties within the agency’s wide network across Africa and that includes the Nigerian office.
MARKETING EDGE gathered that the change is part of a recent restructuring exercise at Leo Burnett Africa, with a view to deepening the creative output of the network and making it more competitive and adaptable to evolving market situations on the continent.
Hughes-Obisesan will now deploy her creative competences and expertise to drive growth and sustainability in Leo Burnett’s offices across the continent. Furthermore, she is expected to draw on her vast experience and successes from working on some of the great brands across several markets in Africa.
Recall that she has been instrumental to recent successes at Insight Publicis, including leading the Pepsi LongThroat campaign which went on to win a WARC in 2016 (a first for West Africa) and the brains behind the recent No Shaking Carry Go campaign also for Pepsi which saw yet another massive shift in volume sales for her Client. Indeed, both campaigns recorded ground-breaking results for and made significant bottom-line impact. The LongThroat campaign equally became the new benchmark for measuring success at the agency and has become numerous Client’s yardstick for effective award-winning communication with massive ROI.
This creative dark horse also led her team at Insight Publicis to create the first country focus Heineken campaign, which has won acclaim across Nigeria and beyond. The success of the Heineken campaign was a major turning point for Insight Publicis, because after it, Nigerian Breweries Plc., were well at ease to return the lucrative Star and Gulder accounts to the agency. Under previous creative leadership, both accounts were hitherto pulled from Insight Publicis in favour of JWT South Africa.
Hughes-Obisesan has since began working on both Star and Gulder accounts before she was snapped up for the Leo Burnett assignment. And even though the change has taken many observers by surprise, there is confidence that she will deliver the same magic that made her a success at Insight Publicis and brought the agency the new spark well loved by its Clients.
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