BY: Yomi Badejo-Okusanya (YBO)
YBO a public relations consultant, is the current President of the African Public Relations Association (APRA) and the Group Managing Director of CMC Connect (Perception Managers).
From my early secondary school days, I have had a problem with my height. Ending up at 5 ft 8-9 inches, I have always wanted to be much taller for a myriad of good reasons.
My rather diminutive stature in my formative years made me a soft target for several real and aspiring bullies. I often had to struggle for more ‘respect’ from peers and strangers. Now the most painful one was that some taller ladies I then admired, were understandably out of my reach. It did not help that my younger brother, Buky quickly outshot me despite the incredible amount of beans I ate to stave off the inevitable.
As time went on, I learnt to live with my shortcoming, (no pun intended). I became
conscious of my other giftings which I deployed as a coping mechanism. I learnt to talk
my way into and out of sticky situations which I combined with some effective presence
building. But on the night of Friday February 18, 2022, the story changed.
It all started with a notice I received from a long-standing professional friend of mine
John Ajayi, the Publisher of Nigeria’s leading marketing communication magazine,
Marketing Edge. Now the background to this was an earlier event I had attended,
organized by the same publication at which I felt rather slighted and I voiced my feelings
to my friend. So, I was rather reluctant to attend another event from the same stable.
However, drawing on my years of relationship with John, I called him and after a few
exchanges, I decided to attend. Boy, was I glad I did!
Uncharacteristically of me, I arrived late to the event held at the Radisson Hotel, Ikeja
GRA due to a preceding commitment. The hall was packed to the rafters and I was
immediately struck by the calibre of industry giants that were already seated. Dr Biodun
Shobanjo, Sir Steve Omojafor, Bale Jimmy Awosika, Mr. Udeme Ufot, Mrs. Iquo Ukoh,
Alhaji Garba Bello Kankarofi, Mrs Bunmi Oke and upcoming giants like Steve Babaeko,
Tunji Adeyinka, Femi Adelusi etc. Alongside these giants and aspiring giants, I was to
be inducted into what will arguably be the benchmark of professionalism in the Nigerian
marketing communication sector, the Marketing Edge Hall of Fame! How on earth did I
get here? Am I sure there had been no mistake?
It only seemed like yesterday in 1989 when I resumed work as a scrawny looking Client
Service Executive in CT & A set for tutelage under ‘my oga for life’ Cornelius
Olanrewaju Tay. Even though I had long wanted to be a public relations practitioner, the
absence of full-service public relations firms then, made advertising the apt place to cut
my teeth in the sector.
Our office was on Ibezim Obiajulu Street in Surulere a suburb of Lagos that seemed to
house most creative houses in those days. We passionately followed the movement of
accounts, which and what pitches were called. We knew by name if not by face, all the
marketing, corporate affairs and public relations directors & managers whose budgets
and activities determined the survival of our agencies.
Something that was not short in supply were the myths that surrounded the giants in the
industry. Chief among these were those of Dr. Biodun Shobanjo. He was reputed to be
a shrewd and hard-nosed business man with some extraordinary if not supernatural
powers. Coming up against Insight Communication in a pitch was something to be
dreaded as he drove his team very hard and failure was not an option.
Often, we were regaled with the legendary extent he would go to secure an account.
One in particular was how intent he was on meeting a potential client that he left a
standing instruction at the British Airways ticketing office that next time the potential
client was to fly abroad; he, Dr Shobanjo must be allocated the very next seat in the
business or first-class section of the aircraft irrespective of the cost. The story goes
further that he eventually did fly with the client, secured the business on the outward trip
and immediately took the very next flight back from Heathrow Airport to Lagos! Many
years later having come close to Dr. Shobanjo (we actually share a birthday) and read
his memoir, ‘Dare To Win’, I am able to separate many truths from falsehoods.
Another myth of the period was how the Coca-Cola account moved from Grant
Advertising to the then nascent STB and the role played by Mrs Nike Alabi, who
coincidentally is turning 80 this week. Grapevine had it then that the account was
moving but where exactly it was heading was the million-dollar question. Any agency
would have given a right arm to secure it only for STB to clinch it. The irony was that
STB which came out of the Rosabel stable was then at its very infancy giving rise to its
then corporate ad which talked about it ‘running even before learning to crawl’. At the
centre of it all was another giant ‘Omo Jesu’, Sir Steve Bamidele Omojafor.
Time and space will not allow me to write about the exploits of the likes of Uncle Dele
Adetiba, Mr Chris Dohudje, Chief Olu Falomo, Chief Akin Odunsi, Mr. Tunde Adelaja,
Chief Kehinde Adeosun, Mr. Ted Mukoro, Chiefs Femi Adeniyi-Williams & Tola Olujobi
of OBM fame (now that was a legendary boardroom fight!). Or even Mr. Billy Kolawole
Lawson and the irrepressible Mrs. Bola Thomas whose agency LTC-JWT were
responsible for the iconic Satzenbrau beer launch in Nigeria.
It was alongside a select few of these living giants that John Ajayi and his team
thankfully chose to honour me by inducting me into the Marketing Edge Hall of Fame
which was holding for the very first time in the history of the publishing group. I have
received several awards in the past year, this being my third induction into Halls of
Fame. But somehow, this felt different.
As I stood there with my citation being read, a flood of emotions almost overwhelmed
me. I am grateful to the Lord Almighty for His great love, care and guidance. I am
grateful to my wife Oyinkansola and our son Olaoluwakiitan for their immeasurable
support, my parents (Late) Chief Emmanuel Badejo-Okusanya, especially my mother
(Late) Olasumbo Amoke Olanrewaju Badejo-Okusanya, my siblings, my parents in law
(Late) Prof Folabi & Mrs Folashade Olumide, my siblings in law, my pastor, Olufemi
Paul, my church, my professional colleagues, especially past and present members of
staff of CMC Connect (Perception Managers), my friends, my alma mater Igbobi
College, Yaba, my mentors & protégées alike and most importantly the clients that
trusted me enough with their businesses. One of the results is this recognition. I pray
and will strive to continue to do you all proud and never let you down.
One more thing, standing in front of that august audience that evening, rubbing
shoulders with some of the giants earlier mentioned; I grew and felt extraordinarily ‘tall’!
