Group Chief Executive Officer, The People Company and the first non-founder CEO of RED | for Africa, Ayodeji Razaq, has emphasised the need for marketing to transcend transactional goals, urging professionals to see it as a powerful tool for cultural influence and social impact.
Speaking on the evolution of the marketing and communications industry in Africa, Razaq noted that the landscape is constantly shifting due to changing consumer behavior, short attention spans, and the growing demand for innovation. He said that despite these challenges, the key to effective marketing lies in grounding strategy in insight, culture, and human connection.
Reflecting on his career, which spans nearly two decades and includes work with major global brands such as Google, Oracle, Nigerian Breweries, Microsoft, Intel, and Arla Foods, Razaq explained that his journey began while he was still a student of Psychology at the University of Lagos.
He recalled his early experience as a BlackBerry brand ambassador, designing consumer education campaigns that drew thousands across campuses. According to him, this period was instrumental in helping him understand not only the technicalities of brand activation but also the deeper psychology behind consumer influence and loyalty.
“Marketing isn’t about selling. It’s about meaning. If a campaign doesn’t mean something to the people it reaches, it won’t move them,” he said.
Razaq’s leadership at RED | for Africa has been credited with reshaping storytelling approaches for African brands. Through subsidiaries such as Red Media Africa and StateCraft Inc., he has led high-impact campaigns, including an experiential event for Dano Milk’s World Milk Day, which attracted over 3,000 participants and broke a Guinness World Record. He explained that the campaign not only boosted Dano’s market visibility but also set a new standard for experiential marketing in the FMCG sector.
Under his direction, The People Company has evolved into a comprehensive marketing ecosystem with subsidiaries like Riquesa, Duolibra, Solv, SBX, and Duo TV. Razaq said that while each brand operates in a unique niche, they collectively represent a modern blend of digital innovation, influencer engagement, storytelling, and strategic consulting.
He stressed the importance of integrating data with culture, explaining that his methodology balances analytics with a deep understanding of context. According to him, this allows for campaigns that are not only impactful but also widely resonant. He pointed out that whether working with legacy brands seeking to appeal to Gen Z or advising governments on citizen engagement, his approach remains rooted in relevance.
Razaq also highlighted his role as a global voice in communications, having spoken on major platforms such as TEDx, the COP Climate Action Pre-Summit, and the Sustainable Futures Summit. He mentioned that he frequently serves as a judge for The Future Awards Africa and has received accolades including PR Personality of the Decade and the FortyUnder40 Award for Marketing Communications.
He maintained that marketing should serve a greater purpose than just driving sales. “If we don’t use our work to shape culture and create opportunity, we’re missing the point,” he asserted. “Great marketing doesn’t just tell a story—it builds one that others can step into.”
With African markets growing in complexity and global significance, Razaq emphasized that the role of marketers must also evolve. He said that brand power should always be matched by purpose and that communication should be seen not just as a sales tool but as a means of societal transformation.
