. How SO and U Disrupted The Industry
.Roles Played By Lanre Adisa and Steve Babaeko
Those very familiar with the Nigerian advertising industry would not wish away the valuable contributions by agencies such as Grant Advertising Limited,Ogilvy Mather and Benson(OBM) Limited, Macsell and Associates,Magnum Gold, ,LINTAS,Insight, SAAL Advertising,Hunters Publicity,Concept Unit,PAL Limited,Forum Advertising,STB,Rosabel Leo Burnett and many others that profitably played in the space in the 80s, 90s and beyond.
Many of these agencies played key roles in the conceptualisation and development of ideas that passionately pushed brands into the media and market places .
One should not forget brands such as Omo detergent, Star lager beer,gala sausage roll,Joy soap,Lux soap,Imperial Leather soap ,Nido, Milo, Macleans toothpaste,Union Bank, UBA,Bagco Super Sack, Benson and Hedges,Rothmans Pall Mall ,Seaman’s Aromatic Schnapps,Bacchus Wine, Maltina,Wema Bank,First Bank of Nigeria,Coca Cola,St Moritz,MKO Abiola Presidential Campaign and others too numerous to mention.
The essence of this piece centers on the fact that the copy writers and production personnel who were the core brains and minds behind these successful campaigns were then never heard,seen,unveiled or celebrated until the entry of S O and U Advertising Limited midwifed by the trio of Gbemi Sagay,Julia Oku and Udeme Ufot who disrupted the industry years later,How?
Before the triumphant arrival of SO and U Limited who many saw as the handiwork of creative eggheads,those who were celebrated were the client service and media departmental goons and dudes and not their equally resourceful copy writing and production guys. At least,the GTBank adverts created by S O and U showed that copy writing is the soul of brandvertising.
Since then, ,the industry had seen the likes of Prima Garnet,DDB, LTC/JWT, 141 Worldwide and a few others blessed with
Creative ingenuity disrupting the scene.
In the past five years,the trend in the industry is the breakaway of admen that could be labelled as ” the restless creative advertising rebels”
In recent times,those who have changed the face of advertising in the land are Lanre Adisa,the grand master who left TBWA/Concept to set up Noah’s Ark Advertising Limited and Steve Babaeko who left the Bunmi Oke led 141 Worldwide to set up X3M Ideas Limited.
The actions,feats and successes accomplished by these two ‘rebels’ obviously ushered in an era where other young creative eggheads and rebels became restless in their quest for stardom and glory.
Since Lanre Adisa’s Noah’s Ark entered the scene,brands such as Indomie Instant Noodles ,Hypo,Three Crowns milk, have made so much progress while Steve Babaeko’s ideas at X3M Limited grew brands such as Etisalat,Diamond Bank,Interswitch among others.
Do you know the trend in the industry now? These creative admen in the moulds of Adisa and Babaeko have gone restless, establishing their own shops and boutiques.
Is the name Clement Omemu familiar? The University of Port-Harcourt trained guy made his mark as a creative adman with Rosabel Leo-Burnett where he rose to become the Acting Managing Director before he recently left to establish Black Sea Advertising Limited which aimed at grabbing awards outside the shores of Nigeria.
What about Oje Ojeaga,a Lawyer who worked at Steve Babaeko’s X3M Ideas Limited untill recently when he joined resources with an Ex Etisalat Telecom’s Youth segment guy,Idiare Atimomo to found Up- In- The Sky Limited.
Another creative guy who recently floated an agency is Victor Oyarero who left Noah’s Ark to establish Tangerine Limited.
What about Chris Ogunlowo, a resourceful copy writer who left DDB Lagos to set up Kwirkly Advertising Limited .
Others who have joined the fray are Kunle Shittu ,the Universities of Ibadan and Leeds trained man who had meritoriously worked at STB McCann and Quest Publicis as well as John Usifo,a copy writer with Tunji Olugbodi led Verdant Zeal Communications Limited.
These dudes have joined the moving train to etch their imprints on the sands of time.
What else shall we at BRANDCAMPAIGN say rather than welcome more ideas from these creative but restless rebels who must have pledged to ensure that creativity is the soul of advertising business.