Dr. Yetty Ogunnubi is a women empowerment advocate and the Chief Executive Officer (CEO) of The YD Company, a leading hybrid public relations firm in Lagos that recently won the Acquisition International (AI) Business Excellence Award as the Most Unique PR and Communications Agency in 2023, and the Mea Market African Excellence Award 2023.

She devotes her skills and time into mentoring young professionals, which led her to set up The YD Foundation. Her dedication to empowering young individuals is evident in her role as an alumna and mentor of the Academy for Women Entrepreneurs (AWE) programme powered by the U.S. Government. Additionally, she serves as the G100 Club Nigeria Country Chair for Brand Creation and Marketing, representing the sisterhood platform, ALL Ladies League (ALL) that encompasses the Women Economic Forum (WEF), the SHEconomy e-commerce platform and the policy platform, Women’s Indian Chamber of Commerce and Industry (WICCI).
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Alongside her tremendous career path, Yetty holds a Doctor of Philosophy (PhD) in Brand Strategy and Communication (HonorisCausa). She is also a distinguished Fellow of the Chartered Institute of Marketing (CIM MCIM). In addition, she is a Certified Management Consultant (CMC) and Certified Management Specialist (CMS) from the renowned London Graduate School.

With almost two decades of experience under her belt, she has devoted herself to being a key figure in the hospitality, fashion, arts and corporate sectors.

Yetty’s interest in fashion was sparked during her time in London, where she spearheaded numerous successful fashion projects and contributed as a writer and editor for fashion magazines in the UK. Her artistic abilities, however, span beyond fashion design, with her illustrations appearing in book covers, products and various art projects.

The thought leader, who wears diverse professional caps, is also a co-producer of the award-winning reality TV show, Uber Africa Unmasked UK, which focuses on discovering the next African-inspired design sensation. In this interview with MARIA DIAMOND, Yetty speaks about women empowerment amidst gender bias prevalence, the place of the Nigerian Public Relations (PR) industry in the global sphere, how the industry contributes to the Nigerian economy and others.
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Take us through your educational background, upbringing and career path. How did your upbringing inform your chosen career?
My educational background, upbringing and career paths have all played significant roles in shaping who I am today as a leader in brand development, Public Relations (PR) and marketing. I was fortunate to be born into a family of artists in Lagos State, where creativity was deeply ingrained in our everyday lives. My parents specialised in exterior decoration and art, and growing up surrounded by their artistic endeavours instilled in me a profound appreciation for creativity and aesthetics.

After completing my early education in Lagos, I ventured abroad to pursue higher studies in London. It was during my time in the UK that I truly discovered my passion for fashion and the world of branding. I had the opportunity to work on numerous successful fashion projects and contribute as a writer and editor for prestigious fashion magazines. This exposure fueled my interest in brand strategy and communication, and I knew I wanted to make a significant impact in this field.

Upon returning to Nigeria, I embarked on my journey in the hospitality, fashion, arts and corporate sectors. I honed my skills in strategic PR, marketing, creative image branding, project management and event coordination. The experience I gained from working with various SMEs, corporate entities and government projects allowed me to refine my approach and develop a holistic understanding of brand development. So yes, my educational pursuits played a pivotal role in my career trajectory. I am currently studying at The Oxford School of Marketing.

As a professional in the PR and communication domain in a country like Nigeria where anyone who can speak fluent English assumes the role of an expert in the field, kindly take us through the drill?
Being a professional in the public relations and communication domain in a country like Nigeria comes with its unique set of challenges and opportunities. As the country is linguistically diverse, with over 500 languages spoken, fluency in English has become a common criterion for many roles, including those in PR. While it is positive to see people embracing the language, it also poses the challenge of oversimplifying the profession.
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Effective public relations involves much more than just fluent English language skills. It requires a deep understanding of communication strategies, target audience segmentation, media relations, crisis management, storytelling and brand positioning. As a professional, I emphasise the need for continuous learning and staying updated on global best practices in the PR industry. In a competitive market, differentiating oneself as an expert demands a combination of experience, expertise and a track record of successful projects. As someone with almost two decades of experience, I have learned that consistency, innovation and a strong focus on delivering tangible results are essential for building a reputable PR career.

There is hardly a top brand in Nigeria and globally that is autonomous of PR expertise for progressive and sustainable development. How does this industry contribute to the Nigerian economy?
The public relations industry undoubtedly plays a crucial role in driving progressive and sustainable development for top brands, not just in Nigeria but globally. In Nigeria, the economy is constantly evolving and businesses are striving to gain a competitive edge. A robust public relations strategy is instrumental in creating brand awareness, enhancing reputation and establishing a positive public image, which are all critical components of a successful business.

As the CEO of The YD Company, my team and I have witnessed the direct impact of effective PR campaigns on the growth and success of businesses. When we strategically promote both emerging and established brands, we not only create excitement and interest among consumers but also foster trust and loyalty. Trust is a valuable currency in the business world, and the PR industry has the power to build and maintain that trust between brands and their target audiences. Moreover, the PR industry contributes to the GDP of the Nigerian economy in several ways.

First and foremost, it drives business growth and revenue generation for clients, leading to increased economic activity and tax revenues. Second, as more brands gain recognition and expand their reach, they often create employment opportunities, further boosting the economy. Lastly, the PR industry itself generates income and employment through its services, creating a ripple effect on the broader economy.

Absolute creativity is the order of your field; could this be the filtering criterion for the all-comers syndrome?
In the public relations and marketing field, absolute creativity is indeed a hallmark of success. Brands are continually vying for attention and seeking to stand out in crowded markets.
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As such, creativity becomes a critical differentiating factor for both PR professionals and the brands they represent. Creativity allows us to develop unique and captivating campaigns that resonate with audiences, leaving a lasting impression. It enables us to craft compelling narratives, visually engaging content and innovative strategies that evoke emotions and connect with consumers on a deeper level. In my career, I have always embraced creativity as a driving force behind my work, drawing inspiration from various sources such as art, fashion, culture and storytelling. However, while creativity is a filter for the all-comers syndrome, it is important to note that creativity alone is not sufficient. The best PR professionals are those who balance creativity with strategic thinking and a data-driven approach. Understanding market trends, consumer behaviour and the business landscape ensures that creative ideas are not only imaginative but also effective in achieving the desired outcomes for the brands we represent.

What are the peculiar challenges in the public relations sector?
The public relations sector is just like any other industry; we’ve got our own unique set of hurdles to overcome. Firstly, managing reputation in the digital age can be quite a task. With social media and digital platforms, news and information spread like wildfire. So, as PR professionals, we need to be quick on our feet, monitoring online, reputation and responding to crises in real-time.

Another challenge we encounter is striking the right balance between creativity and Return On Investment (ROI). Creativity is essential for successful PR campaigns, but our clients also want to see tangible results and a clear return on investment. It can be a bit of a tightrope walk to ensure our campaigns are creative and effective at the same time. Then, we’ve got to be really careful about navigating cultural and regional sensitivities, especially in a diverse country like Nigeria. Different cultures and beliefs exist here, and our PR campaigns must be sensitive to these diversities to avoid any unintended consequences or controversies.

Budget constraints are something we all have to deal with. Some clients may not have big budgets for PR and marketing, which can limit the scope and scale of our campaigns. But as professionals, we have to get innovative and find ways to achieve impactful results within those constraints. And let’s not forget the ever-changing media landscape. New channels and platforms are popping up all the time, and we need to stay ahead of these changes to effectively reach our target audiences.

Lastly, there are still some misconceptions about what PR really entails and the value it brings to businesses. So, part of our job is to keep educating our clients and stakeholders about the strategic importance of PR. Despite these challenges, the rewards of working in the public relations industry are immense. The ability to shape perceptions, tell compelling stories and make a positive impact on brands and society makes it a fulfilling and exciting profession to be a part of.
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As a woman who is on top of her professional game in an era where some women are struggling to hold their end due to challenges around gender bias, what would you say you’re doing differently?
As a woman navigating the professional landscape, especially in industries where gender bias is still prevalent, I have faced my share of challenges. However, I firmly believe that adversity can be turned into opportunity, and I have approached my journey with determination, resilience and authenticity.

One of the essential aspects of my approach has been to focus on my strengths and expertise rather than getting bogged down by any perceived limitations. I have always believed in my abilities and have continuously worked to expand my knowledge and skill set. Being knowledgeable and confident in my field has helped me earn the respect and recognition that I deserve, regardless of gender. I believe in promoting diversity and inclusivity in the workplace. As the CEO of The YD Company amongst other businesses I run, I have fostered an environment where all employees, regardless of gender, are treated with respect and given equal opportunities to grow and excel. I have actively advocated for the advancement of women in leadership positions and have supported initiatives that promote gender equality in the workplace.

Lastly, I have never shied away from embracing my femininity and creativity. Instead of conforming to stereotypes or trying to fit into traditional molds, I have celebrated my uniqueness and used it to my advantage. Being true to myself has allowed me to bring a fresh perspective to my work and has helped me connect with clients and collaborators on a deeper level.

Tell us about the sisterhood platform, All Ladies League  (ALL). How does this platform address gender equity and women inclusion, as well as benefit women empowerment?
All Ladies League (ALL) is a remarkable sisterhood platform that addresses gender equity, women inclusion and women empowerment on a global scale. As the G100 Club Nigeria Country Chair for Brand Creation and Marketing, representing ALL, I am proud to be part of this powerful movement that strives for positive change and uplifts women across various industries and regions. ALL’s core mission is to create a world where every woman is empowered to reach her full potential and contribute meaningfully to society. This platform facilitates the exchange of ideas, knowledge and experiences among women from diverse backgrounds, fostering a supportive and collaborative community. By providing a safe and inclusive space, ALL encourages women to voice their opinions, share their expertise and learn from one another.
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One of the key ways ALL addresses gender equity is through its advocacy for equal opportunities and rights for women. The platform actively engages in dialogue with policymakers, organisations and communities to promote policies and practices that promote gender equality and women empowerment. Through workshops, conferences and forums, ALL raises awareness about the challenges women face and works towards finding solutions to address them effectively.

Women inclusion is another critical aspect that ALL emphasises. The platform aims to ensure that women have a seat at the table in decision-making processes, leadership positions and entrepreneurship opportunities. By advocating for diverse representation in all sectors, ALL seeks to break down barriers that limit women’s access to opportunities and resources.

Tell us about the reality TV show ‘Uber Africa Unmasked UK’ you co-produced?
The reality TV show ‘Uber Africa Unmasked UK’ holds a special place in my heart. Co-producing this show years ago was an exciting and fulfilling experience that combined my love for creativity, fashion and empowering African talents in the diaspora. The show aimed to discover the next African-inspired design sensation in the United Kingdom and provide a platform for talented designers to showcase their skills on an international stage. It was not just about highlighting fashion trends, but also about celebrating the rich cultural heritage and creativity that Africa has to offer. The show featured a diverse group of designers from different African countries but based in the UK, each bringing their unique perspective and storytelling through their designs. As co-producer, I was actively involved in the planning, conceptualisation and execution of the show. From selecting the contestants to overseeing the challenges and mentoring sessions, my goal was to ensure that the show remained true to its vision of promoting African creativity and fostering innovation in the fashion industry. One of the most rewarding aspects of the show was witnessing the growth and transformation of the contestants throughout the competition. Many of them came in with raw talent and potential, and as the show progressed, they developed their skills and gained the confidence to take their designs to new heights. The impact of the show extended beyond the competition itself, as it inspired many aspiring African designers and fashion enthusiasts across the UK to pursue their dreams and showcase their talents on a global platform.
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With your immense passion and several works in the fashion, arts and design industries respectively both in Nigeria and abroad, what is the economic value of these sectors to a country?
The fashion, arts and design industries are not just about aesthetics and creativity; they play a significant role in contributing to a country’s economy. These sectors have immense economic value, creating job opportunities, driving innovation and fostering cultural exchange. Firstly, the fashion industry employs millions of people, from designers, tailors and artisans to models, stylists and retail staff. It creates a vast supply chain that involves fabric manufacturers, exporters and retailers. By providing employment to such a diverse range of individuals, the industry helps alleviate poverty and improves the standard of living for many families.

Secondly, the arts and design industries contribute to tourism and cultural exchange. Cultural events, art exhibitions and fashion shows attract visitors from around the world, boosting tourism revenue and promoting a positive image of the country. Additionally, the export of fashion and art products can generate foreign exchange earnings, strengthening the country’s balance of trade.

Moreover, these industries encourage entrepreneurship and innovation. Many young creatives, inspired by success stories and role models, venture into starting their own fashion labels, art studios and design firms. This entrepreneurial spirit not only fosters economic growth but also drives technological advancements and sustainability efforts in these sectors.

Lastly, the fashion and design industries serve as cultural ambassadors, showcasing the rich heritage and traditions of a country to the global community. By promoting indigenous craftsmanship and incorporating cultural elements into modern designs, these sectors preserve and promote cultural diversity, making a significant contribution to national identity and pride.
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What is your advice for women, especially young ones looking to excel in their chosen fields as you have done?
To all the women, especially the young ones aspiring to break ground in their chosen fields, I would like to offer some advice based on my personal journey and experiences. First and foremost, believe in yourself and your abilities. Know that you are capable of achieving greatness, regardless of any external limitations or biases. Cultivate a strong sense of self-confidence and self-worth, and let that confidence guide you through challenges and setbacks.

Secondly, embrace your passions and interests wholeheartedly. Pursue what sets your soul on fire and aligns with your values. Remember that success and fulfillment come from doing what you love, and when you are genuinely passionate about your work, it will shine through in everything you do. Seek out mentors and role models who inspire you and share your aspirations. Having guidance from experienced professionals can be invaluable in navigating the complexities of your chosen industry. Their insights and advice can help you avoid common pitfalls and provide direction.
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