Motivated by the impact of digital creative economy, Playhouse Communications, a communications agency is passionate about creating digital connections between brands and their audiences. It launched an innovative initiative tagged ‘The StoryStoryHub’. This trail-blazing campaign seeks to predominantly explore the impact of the burgeoning digital creative sector on the Nigerian economy. The Managing Director/Chief Executive Officer of Playhouse, Mr. Tolu Onile-Ere, spoke on this vision to SUNDAY AIKULOLA.

“Playhouse is a digital marketing agency based in Lagos. We believe that successful brands need to create communications that engage. It should be noted that we don’t do technology for technology’s sake. So, at the core of all we do is ‘The Idea’ – The Idea that inspires and connects a brand with its audience so that they willingly give their time. So that they invite the brand into their space and enter into a conversation. We believe that’s where every brand wants to be – talking with their customers rather than at them,” he says.

He continues, “this year we just had the idea of sharing the story of our journey and as we looked back, we started wondering what stories other people might have about the digital creative economy – and so, we thought let’s share ours and encourage others to share theirs.”

How did you think up the idea of StoryStoryHub?
Onile-Ere smiles and offers, “as an agency, we like to just try stuff. We have built a site that tracks which emoji is the most used in Nigeria; we have tried to create a ranking scale for plantain chips and we set up our own podcast last year to have conversations around digital and tech in Nigeria, Africa and beyond.

So this year, we were just thinking of telling our story to mark our anniversary and as we worked on it, we thought it was interesting and that some people might find it useful. And that made us think of all the stories that exist out there. So, we thought, let’s share ours, invite others to share theirs and let’s keep the story of the digital creative economy going.”

Any connection between ‘Onile-Ere’ and the name of the company, ‘Playhouse’?
“Yes there is. I am Yoruba and the translation of my surname is the owner of the house of fun. And so when I was setting up the agency, Playhouse seemed suitable because it was a translation of my name but it also captured the culture I wanted to create in the agency,” he says.

Onile-Ere says, “as the managing director of Playhouse, I appreciate the interest in our business and the recent launch of StoryStoryHub. When assessing the profitability of Playhouse, I’d like to offer a perspective that goes beyond traditional financial metrics.”

He continues: “First off, we don’t just focus on profitability at the bottom line. Our top priorities include adding value for our clients, developing a stimulating and rewarding work environment for our staff, and having a good influence in the digital space—all of which are closely related to financial sustainability. We think that a comprehensive approach to business is the key to measuring true success.”

According to him, “we have managed our finances in a way that enables us to compensate our skilled staff fairly, make investments in continuous learning and development, and execute initiatives like StoryStoryHub. Our strategy for profitability is in line with the idea of “enough”— having the means to support the expansion and innovation of our team in addition to maintaining the business. In relation to StoryStoryHub, we are enthusiastic about its potential, even though it is still in its early phases.

We also consider success to be measured in terms of benefits beyond money. The encouraging stories we’ve selected and the platform’s good reception are proof of the value it offers to our audience.”

He adds, “to sum up, our definition of profitability has a broad perspective that takes into account monetary stability, customer happiness, team fulfillment, and the beneficial effects of projects like StoryStoryHub. We are dedicated to long-term development, meaningful endeavours, and leaving a legacy of significant contributions as we negotiate the ever-changing terrain of the digital creative economy.”

What impact has StoryStoryHub made so far on the digital community?
He continues, “right now, it has only just launched so it is too early to judge the impact it has made. What we are pleased with is the positive response to the stories we have so far been able to curate. The overwhelming response has been that the stories are inspiring.”

On connection with Tales by Moonlight?
He has this to say: “The connection is the idea of storytelling. Culturally, story-telling has been the way we pass down our history, build our communities and share learnings. Historically, these stories weren’t necessarily written down but now technology allows us to capture them as video. But at the core is still the idea of telling the story.”

According to him, “our sustainability strategy revolves around maintaining a balance between creativity, client satisfaction, and financial responsibility. We focus on delivering quality work that adds value for our client’s business, ensuring their continued trust and partnership. Additionally, we stay adaptable to industry trends, invest in our team’s professional development, and explore innovative projects like StoryStoryHub to keep our brand relevant and dynamic in the ever-evolving digital space.”

For him, “StoryStoryHub serves as a platform not only for sharing our experiences but also for encouraging others, especially the youth, to share their stories in the digital creative economy. By providing a space for diverse narratives and insights, we aim to inspire, educate, and empower the younger generation to explore and contribute to the digital space.”

On hiccups the project has encountered so far, he reveals: “We’ve encountered issues ranging from staying ahead of technological advancements to maintaining a balance between creativity and practicality. Our strategy involves fostering a culture of continuous learning within our team, staying agile in response to industry shifts, and being open to experimentation. Embracing challenges as opportunities for growth is key to overcoming them.”

In the coming years, he envisions Playhouse as a leading force in the digital marketing landscape, known for innovative and impactful campaigns. “We plan to expand our reach globally, forge new partnerships, and continue pushing the boundaries of digital creativity. Our focus will remain on delivering value to clients, nurturing a creative and collaborative work environment, and adapting to emerging trends in the industry.”