Abisoye Ayoyinka Fagade, a marketing communication and brand expert, who is the founder and Managing Director of Abisoye Fagade Foundation and Sodium Group; a consortium that cuts across integrated marketing communications, media, consumer goods, hospitality as well as oil and gas. In this interview with OLASUNKANMI OSO, the alumnus of Howard Business School and Stanford Seed Program shared his aspiration for SME(s) and helping Nigerian youths achieve their dreams.
How would you describe your experience so far?
With about more than two decades in the industry, talking of my experience so far, I would be lying if I say it has been easy. I’ve been knocked down severally, failed many times and still failing because I am not tired of trying new things. I’m in a very advantageous position right now because I’ve been able to build strong bridges through what I call relationship investment and I’m hoping to use that to the advantage of young entrepreneurs who are willing to fly.
What is the role of marketing communications in the economy and for SMEs?
First, I will like to say marketing communications has not yet lived up to its expectations in Nigeria. In developed nations of the world, marketing communications contributes substantially to the growth of brands and the economy as a whole. However, we might not be there yet but we are getting there. The narrative is fast changing, agencies are delivering results. Therefore, for SMEs, there should be proper sensitization to educate the owners on the benefits of investing in marketing communications activities, especially to boost profit and promote brand visibility. Today, many great ideas in Nigeria do not get the right mentions because of this defect. It is quite an interesting topic.
How do you aim to go beyond the status quo?
Well, in this part of the world not everyone wants to go through due process. But in our organisation, what differentiates us from others is the rigorous process we employ in solving our client’s problems and the originality in our solution. We carry out adequate research that guides our ideas and creativity. The fact is, before you tell a story that has an impact on your client’s business and their audience, you need to understand and see things from their perspectives. You cannot do this without adequate research.
What has been your contribution to the industry so far?
In my company, we are committed to promoting the originality of African-ness (if such exist) in our activities. Over the years, we have joined the journey that has put marketing communications where it is today in Nigeria and African as a whole. We build the image.
What is the state of marketing communications in Nigeria today?
Well, today marketing communications is not where it used to be. It is now better than the way it was when we started. Quite a lot has changed in the aspect of storytelling and professionalism. The market is growing daily and the industry is getting richer in experience and contributing monumentally to the GDP.
What has been the success of your organization?
Profit wise, with 20 years in the Industry, we have worked with a notable national and international brand. Reputation wise, we have partnered and have solely taken part in strategic CSR activities that involve youth empowerment. We have invested monumentally in young Nigerians, which in a bid to reach to more and birth the establishment of many nongovernmental organisation.
As a marketing communications expert, what challenges do you encounter?
The major challenges are human resources and ideation. The knowledge gap in the industry is getting wider by the day and what the schools we have are churning out as graduates are not prepared for the kind of society that we have. Most of them are unemployable and sustainable; the ones that are employable and trainable are not stable. In terms of ideation, you will have a great idea and most clients will kill it because of budget or lack of in-depth on the client side.
Where do you aim to see your organisation in few years to come?
Our organisation has been in existence for a while; we have evolved and developed significantly. This is due to the fact that we uphold values to the core and are committed to leading the paradigm shift in the industry across Africa. Our stories are original, that is why we deliver results. In years to come, we will be the organisation leading the new era of marketing communications in Africa, by changing the existing narrative in such a way that promotes the heritage and values of Africans.
What is your opinion about the economic growth in Nigeria and youth contribution?
I feel there is no strategy for our economic planning; we just exist, no clear vision on where we want to be or direction to go, both short and long-term goals. Where is the plan really?
At what point did you feel the need to start an NGO?
In 2019 I founded the Abisoye Fagade Foundation, a philanthropic initiative devoted to entrepreneurship, innovation, capacity building, empowerment, championing entrepreneurship and entrepreneurs nationwide. Abisoye Fagade Foundation was initiated to unlock the obstacles that entrepreneurs face as they grow their start-ups into small to medium enterprises (SMEs), their SMEs into national growth companies and putting Africa at the forefront of the global economy. This was the only rational thing that came to my mind while I was thinking of a way to add value to the society as a whole. I thought about it some few years ago and then I had my own bigger fish to fry and then another bigger fish. I just realized you will never be able to lift anyone if you focus only on your own challenges. I’ve seen a lot of Nigerian youths with ideas that can save this country but they are not making headway because they can’t find someone to leverage on. By and large, it’s a huge task that I think some of us have to leave our personal challenges to champion. We need to save Nigeria by strengthening or start-ups to become SMEs
What advice do you have for youths?
Nobody owes you nothing; stop having that sense of entitlement and push. You’re better than what you’re getting right now. They need to also erase that get rich quick mentality. The challenges around you are enough to make you reach, just create solutions. Nigerian youth are creative and hardworking. You will get knocked down, you will fail, maybe multiple times, people will laugh at you and you will go broke sometimes but in all stay focused.
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