With a degree in accountancy, one would have expected Mrs AdekemiOlurin-Alegbeleye to be in any financial institution or in the finance department of any firm. In truth, she was recruited into the finance department of Troyka Group, but that same year, she transitioned into the media department in the group and has since never looked back again. With her track record in the industry today, she is definitely a marketing communication guru. She currently heads the integrated marketing agency known as DentsuX, which is a part of the Dentsu Group, a Tokyo-born multinational. In this capacity, she has been leading the firm to deliver excellent results and profitability.

Can we have an insight into your background?
Interestingly, I studied Accounting at the Lagos State University, popularly known as LASU. While in school, I enjoyed subjects like maths, and further maths and did my ACCA exams. My analytical nature drives me to ensure things add up and make sense. Although I initially aspired to follow in my father’s footsteps and pursue a career in medicine, unfortunately, my discomfort with blood didn’t quite let that work out.

You studied Accounting in the university, what informed your choice of the marketing communications profession?
I would say marketing communications discovered me when I was least expecting it. In 2009, I joined Starcom Media Perspective as a finance executive focusing on what I did best. That same year, my boss encouraged me to join the media team to assist with a major campaign launch, and from that day on, everything changed.

Can you take us through your career trajectory?
I began my journey as a marketing intern at an IT consultancy after completing my NYSC. Although I didn’t realize it at that time,it was my first experience in marketing. After a lengthy and unproductive job search following my relocation to Nigeria in 2008, I was fortunate to join the Troyka Group as a management trainee. This marked the beginning of a year-long immersion in the advertising industry collaborating with agency partners, media owners, production houses, printing companies, and of course, the brands themselves.

Once the training programme concluded, I started as a finance executive and later transitioned to the media department where I worked closely with the research, monitoring and planning teams. I enjoyed the creativity, data analysis and strategic aspects of the business, along with a passion for client servicing and interacting with people. I quickly climbed the ranks and mastered the essential tools of the trade. By my fourth year, I was leading a team that worked with global and in-market brands, and I participated in numerous pitches that significantly boosted my professional growth.
After more than six years at Starcom MP, I moved on to MediafuseDentsu where I honed my skills and began mentoring younger colleagues through training programs. I also took part in various industry initiatives, stepping out of my comfort zone to achieve numerous milestones. Today, I lead a talented and driven team that consistently delivers exceptional results.

Who and who have been most influential on your life and career?
I have been influenced by several individuals throughout my personal life and career. My late uncle, General TunjiOlurin, played a pivotal role during my secondary school years. I spent much of my youth living with him, where I learned valuable lessons in contentment, simplicity and the importance of using one’s power to positively impact others’ lives.
Another significant influence in my life is Mrs Biodun Olujimi, my aunt, who has made remarkable contributions to our nation as a senator, the first female deputy governor of her state, and a women’s leader. I admire her audacity, strength and the confidence she exudes as a woman succeeding in a male-dominated field. Her achievements have had a lasting impact on my work ethic and ambition.
My career journey would be incomplete without mentioning Mr Emeka Okeke, who introduced me to the media world. Under his leadership, I have achieved significant milestones.

Can you recall some memorable experiences that you’ve had in your professional journey?
Many memorable experiences come to mind, with the most significant being the wins I’ve achieved over the years. These include securing major client accounts, receiving awards and recognitions for outstanding work, and most importantly witnessing my clients succeed in their own businesses.

What are the challenges you’ve faced and how have you managed to tackle them?
Every day on the job presents opportunities to learn how to work smarter and more efficiently. I’ve gained valuable insights from various experiences that have enhanced my professional skills. For instance, learning from past mistakes in hiring unsuitable candidates has made me more intentional on the qualities I seek in potential employees. Additionally, during the COVID-19 pandemic, I successfully navigated challenges by transforming dentsu X from a traditional media agency into one with expanded capabilities allowing us to provide a more comprehensive offering to our clients and ensuring business profitability.

You are the CEO of Dentsu X, what does the company do and how has it been faring?
Dentsu X is a fully integrated marketing agency and a part of the Dentsu Group providing through-the-line advertising services to clients across various industries. Since starting operations in 2019, we have evolved from offering core media services to expanding our offerings to include Creative, Performance, Social, Customer Experience Management (CXM), Experiential, Public Relations, Content, Production, Influencer Marketing, e-commerce and more. We collaborate with our clients across these diverse work streams.
Our agency has received numerous awards and recognitions within the advertising industry and has initiated various CSR projects to give back to society. We proudly serve key clients in sectors such as luxury goods, alcoholic beverages, beauty & fragrance, power generation, automotive, pharmaceuticals, medical, banking, food and entertainment, managing their portfolios in Nigeria and six other African countries.
To maintain our competitive edge, we continually train and equip our team, leveraging the dentsu global platform.

What have been the challenges in managing the company and how were these surmounted?
I view challenges as opportunities for growth, a mindset I’ve embraced throughout my career. For example, despite the economic difficulties in Nigeria, including clients cutting marketing budgets or leaving the country due to a tough business climate, I’ve continually developed innovative strategies to maintain competitiveness and profitability for DentsuX.

What are your plans for the company going forward?
Our immediate plans involve enhancing our services by leveraging technology and data to elevate consumer experiences beyond mere exposure.As a Tokyo-born company, we are well-positioned to expand Japanese brands in Nigeria and demonstrate our expertise in consumer insights to provide tailored, effective solutions.

You have grown to become a success in marketing communications and brand management, what would you say is the secret of your success?
I began my career as a management trainee in the marketing communication industry, which provided me with a strong foundation and a comprehensive understanding of the business. My eagerness to expand my knowledge has allowed me to develop skills beyond my initial expertise. My meticulous attention to detail has frequently proven invaluable, and my unwavering passion for the job drives me to deliver excellent results.

What advice do you have for aspiring female professionals?
My advice would be to fully embrace the journey and focus on developing transferable skills that may prove valuable in the future.They need to build lasting relationships along the way, as these connections could become valuable referrals when it is most need. Lastly, approach every task with diligence because building a meaningful career requires more than just showing up; it demands commitment and excellence.

In what ways would you say you have added value to Dentsu X.
Growing the Dentsu X brand in Nigeria has been the most valuable learning experience of my career. Successfully converting Japanese clients in Nigeria has been particularly rewarding. By showcasing and delivering the dX value proposition, my team and I have developed case studies with impressive results from our work in Nigeria, which have been used as templates in other African markets. My analytical skills combined with my marketing communication expertise and the training invested in me by Dentsu have enabled me to contribute significantly to the growth of the brands as a valuable part of the Dentsu Group.