We already have our eyes on Africa and Europe –Oshinibosi
Abelinis Limited, right from inception, has shown itself to be an agency with a difference. Positioned as the Project Intelligent Company in the Experimental Marketing space, it always expressed the desire and shown the gut to solve the biggest problem in the industry. Its credo has always been that “there is a better way to do marketing, a more valuable and less invasive way where customers are earned rather than bought”.
Priding itself as an award winning BTL/Experiential Agency with an authentic 360 offering; with a strong creative and strategy team that blends together to build and grow sustainable brands, it thus creates proprietary long-term activation assets for brands in its portfolio. This it has done consistently for ten long years, all in keeping with its vision to “Proffer and implement cutting edge strategies, capable of profitably achieving our clients’ marketing needs”.
To celebrate and signpost the 10th anniversary of the agency, its Project Marshall, Abiodun Oshinibosi, spoke exclusively with MARKETING EDGE in this interview
Congratulations on the momentous occasion of 10th anniversary of your esteemed organization, sir. Really, how does it feel, as an entrepreneur, to have your company turn ten, especially in a clime like ours; and in your personal experience?
The feeling can’t be totally expressed with words. The art of turning dreams into reality comes with a lot of discipline, sacrifices and determination and the joy of fulfillment is boundless.
We’d like to observe that people start new ventures for varying reasons; what was(were) your reason(s) for starting Abelinis?
Abelinis Limited is positioned as the Project Intelligent Company in the experimental marketing space. Our quest for delivering marketing concerns Excellently using combos of tools and techniques in project management, business analysis and marketing were our key drivers.
How have you kept on top of your game in this dynamic and constantly fast-paced industry?
We are always striving to outdo present achievements. We have a system internally to at least do something new or differently at all times. Investment in people, constant exposure to trends and techniques via formal and informal trainings, ideation, creativity and excellent relationships skills that produces trust.
Was the Abelinis venture and instant hit; or have there been phases/epochs in its evolution over the last ten year?
Abelinis Limited is still very evolving, as we started with a BAT event,three months after we began operations. Few months after, we won a trade activation pitch to influence sales at wholesale and then the confidence level grew better and we earned credibility to pitch for more within and externally.
At what point, exactly, did Abelinis get “the break” as a business? And how did that “break” come?
We are yet to get the desired “break” but sincerely each job we deliver is a unique “break”; so, we have been having “breaks” from the third month of operation.
Generally speaking, what are those things that you consider to be the Abelinis edge over competition in this stiffly competitive industry?
Like I mentioned earlier, we are The PIC (Project Intelligent Company) made up of professional marketing Communicators, Business analysts and certified Project Management professionals. Perhaps the only agency in this space with such rich mix.
Is Abelinis a partnership or a sole ownership?
The structure we run is unique to us as every staff is a part owner.
Is the company looking/moving in the direction of Affiliation; or merger/acquisition?
That’s a space we are exploring as we plan expansion beyond our shores. We are considering two at the moment.
Let’s talk a bit about Corporate Social Responsibility initiatives, especially the acclaimed Abelinis Fanz Championship Africa.
Fanz Championship Africa is not just a CSR initiative but a viable tool of engagement that delivers lasting memories exploring football as driver. This unique quiz format game show also preaches team spirit and unity as friends, family and colleagues can come together to form teams, play together and win for themselves and their respective communities.
We have engaged directly 12,545 youths and indirectly with millions. Amuwo Odofin Secondary School got a refurbished set of toilets, borehole and generator; winner of the 3rd edition won a photo therapy and incubator machine for Ijebu Ode General Hospital and Akungba Community School, Ondo State got a fully equipped internet enabled computer laboratory in the following year.
Would you want our readers to know where you envision Abelinis to be in another ten years?
In celebrating our 20th anniversary, we plan to celebrate positive economic impact of our existence in at least 5 other countries in Africa and Europe. Internally celebrate more career growth of our people.
On an industry note, you’d agree that agencies are forces behind brands and, in their own rights, they are themselves brands. Are Nigerian agencies doing enough to promote themselves as brands in Nigeria?
Well and honestly, agencies have realized that we are stronger together. Alot of agencies are well structured and are very well positioned to deliver value and earn brand essence. Now, we have our body not just being recognized by APCON but also having a seat in APCON Council as a sectoral body. This position avails us regulatory responsibilities to shape our member agencies as deemed whilst setting industry standards.
In the sincerest way possible, how will you describe yourself – as a professional, an entrepreneur, a manager of resources, both human and material, etc, etc?
I’m just a Strategic fit amidst a couple of other fits. I can qualify as an entrepreneur with professional expertise in my trade. I strive to deliver business results profitably (to all stakeholders) without compromising on quality.
What is your philosophy of life, on the one hand; and your philosophy of business on the other?
Hmmm, I’m always driven by my quest to Do more, Know more, Deal more, Relate more, Help more, Fair more, Love more, Learn more,… These guide my professional and social life.
What would you say are your personal success secrets – which others can learn from?
My personal secret lies within determination and humility. A lot of things drive determination and for me it’s my hunger for positive success. As you hit different success milestones, be humble enough to acknowledge the main source “GOD” and all the resources God brought through to achieve the celebrated success per time.
Are there things – in life, career, or business – that you wish that you had done differently?
No one is perfect so there are things that I would have done differently looking back now. I’ve diversified into a business I didn’t know, failed to do due diligence and I regret the decision till date.
Outside of all official duties and callings, what else does Abiodun Oshinibosi do, especially in his spare times?
I love creative ambiance and efforts, love travelling and playing snooker.
We are so excited that you are NOT a prophet without honour, both in your land and beyond our shores. Let’s talk about those inspiring awards, recognitions and honours that are dotting your enviable cap like colourful feathers that they are.
Recognition and awards give us lifts emotionally to do more and I’m humbled to have a couple from Rotary International, some social clubs and religious groups. Professionally, our efforts have earned us awards of excellence from our clients and industry. We recently got a recognition from British American Tobacco, Globe House celebrating our Covid-19 initiative as it relates to their operations among over 500 vendors and suppliers globally. I’m a multi-level major donor in Rotary with a Paul Harris Society status, PEFCON distinguished fellow.
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