Every great adman’s story does not follow straight lines but fierce paths marked by grit, sacrifice, and unyielding determination.

Life presents its sunny sides and its rainy days, its glorious moments and its wicked blows.

Udeme Ufot, Group Managing Director of SO&U, turns every bump, kick, triumph, and setback into part of the rich tapestry that defines his life today.

A moment of reflection

He shared his story on LinkedIn as more than just a personal note.

It became a profound moment of reflection, carrying the weight of lessons, sacrifices, and victories.

The irony of a name

There is a curious irony in his name. Years ago, Guinness aired its iconic campaign, “My Friend Udeme was a great man.

” Though that advert had nothing to do with him, the striking resemblance has never been lost on many.

Today, when people look at his body of work, legacy, and influence, they can say without hesitation that indeed, Udeme is a great man.

The spark of a calling

His journey into advertising began as a teenager when he stumbled upon the image of a “trendy art director” in the American Journal of Marketing.

Something ignited in him at that moment.

It was not just admiration but conviction.

He checked what it would take to succeed as a creative in advertising and concluded, with quiet confidence, that his talents fit this path.

A foundation of excellence

That conviction led him to Ahmadu Bello University, where he studied Industrial Design.

The renowned adman excelled, graduating as the best student in Graphic Design and receiving the prestigious Joe Adeka Prize.

The achievement validated his passion and sharpened his discipline.

The hard knocks of Lagos

After NYSC, Udeme started out at a small agency in Calabar, but destiny soon pulled him to Lagos, Nigeria’s creative battleground.

At Insight Communications, he discovered that the glamour of advertising quickly gave way to reality.

Creativity existed not for art’s sake but as a disciplined craft to build and sell brands.

Success demanded hard work, consistency, humility, and self-discipline.

Fame, Fun, Fortune

When he later ventured into advertising entrepreneurship, he pursued his Three Fs: Fame, Fun, and Fortune.

Over the years, each materialised in its own way.

He enjoyed the fun that came with creative expression despite the grind.

Udeme earned a reputation that commands respect locally and internationally.

He also gave his family and loved ones a life of comfort.

Mentor, teacher, advocate

Today, Udeme serves as a mentor, teacher, and advocate. To young professionals, he preaches passion, humility, focus, and continuous learning.

He often says, “Your network can determine your net worth,” pointing to his own career as proof.

Champion of collaboration

He also stands as one of the industry’s clearest voices on collaboration, ethics, and innovation.

For years, he has championed stronger partnerships, calling for greater trust, investment, and professionalism.

“The Nigerian marketing ecosystem is alive, dynamic, and evolving before our eyes.

Yet, if we are honest, its state today is a paradox vibrant but fragmented, creative but inconsistent, promising but underperforming,” he declared in one of his reflections.

Indeed, a great man

This paradox continues to drive him. For Udeme, Nigeria’s creativity has always been world-class, but until the industry closes its gaps by building trust, deepening collaboration, and investing in people, its full potential will remain untapped.

Looking back at his journey, he recalls bumps he may not want to relive, sacrifices that tested him, and choices that shaped him.

Regrets may exist, but only he can tell.

What is certain is that each step, from Calabar to Lagos, from self-doubt to global recognition, weaves together a story that inspires a generation. Just like the Guinness campaign once proclaimed, today many can confidently say: My friend, Udeme, is a great man.

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