Biodun Shobanjo at 80: Toast to an enduring visionary

At eighty, and with a long list of outstanding achievements as a thorough professional; coupled with an unyielding can-do spirit and character, Biodun Olusina Shobanjo deserves more recognition and applause than he is getting for his birthday. Easily, he is a foremost advertising and communication practitioner who not only excels on the trade; he blazed the trail in expanding the frontier of the profession. And he impacted on practically all segments of modern advertising professionals, besides promoting advertising and communication education to the highest level.

As many Nigerians celebrate the 80th birthday of Biodun Olusina Shobanjo, we pay tribute to a titan of the Nigerian advertising industry whose influence has transcended the realm of marketing communication. Shobanjo’s remarkable career is a testament to his unwavering commitment to excellence, creativity and mentorship, making him a beacon of inspiration for aspiring professionals across the nation.

Shobanjo’s illustrious journey began at the Nigerian Broadcasting Corporation (NBC), now known as Federal Radio Corporation of Nigeria (FRCN) where he honed his skills before joining Grant Advertising in 1971. His visionary leadership led to the founding of Insight Communications in 1979, now Insight Redefini, which revolutionised Nigeria’s advertising landscape and set new standards for creativity and innovation. Under his stewardship, Insight became an integral part of the Troyka Group, encompassing various successful ventures that have shaped the marketing communication sector in Nigeria.

Shobanjo’s pioneering role in the development of the marketing communication industry is unchallenged, with a chain of firsts. In 1990, he established The Quadrant Company (now QuadrantMSL),Nigeria’s first Public Relations Consultancy, which subsequently led to the establishment of the Public Relations Association of Nigeria (PRAN). In the same year, he became the first CEO of an advertising agency to set up a second-line agency, with the birth of MC&A.

Again, in 1997, he established the first media independent company in Nigeria, All Seasons MediaCom (now All Seasons Zenith), which was the anchor for the establishment of Media Independents Practitioners Association of Nigeria (MIPAN).  He was to later in 2005 set up a second Media Independent, Media Perspectives (now Media Perspectives Starcom).

Other specialist organisations in Troyka Group, which he founded in 1989 as the holding and directing company, include Optimum Exposures (1984), an Out-Of-Home company; Promoworld (2005), a concession based Out-Of-Home company, specialising in convergence area location and demography targeted advertising; Hotsauce, a digital marketing outfit, which was established in 2011; a real estate company, Black Onyx (2012) and Halogen Security,an asset protection and resource management company (1992), which today employs about 16,000 people nationwide. Obviously, Shobanjo’s contributions have transformed Nigeria’s marketing communications and security sectors while inspiring generations of professionals.

In furtherance of his profound impact on both the industry and society, Shobanjo in 2014 donated the Biodun Shobanjo Centre of Excellence in Multi-media and Cinematography building at the University of Lagos. This state-of-the-art facility is more than just a building; it symbolises his dedication to nurturing future generations of marketing communication professionals. In an era where educational institutions often grapple with limited resources, this generous donation serves as a beacon of hope, underscoring the vital role industry leaders play in shaping educational outcomes.

Shobanjo’s commitment to education reflects a deep understanding of the challenges faced by tertiary institutions training future professionals. By providing the cutting-edge facility in multi-media and cinematography, he ensured that lecturers and students at the University of Lagos have a conducive learning environment necessary to thrive in an increasingly competitive field.
This initiative not only elevates the quality of education but also fosters a culture of innovation that is essential for the growth of Nigeria’s advertising industry. Again, Shobanjo’s donation of a building to UNILAG demonstrates that by investing in our youth today, we are securing a brighter future for them and for our society as a whole.

Beyond his professional achievements, Shobanjo is revered for his mentorship and support of countless individuals who have gone on to excel in their careers. His belief in empowering others has created a ripple effect throughout the industry, inspiring young professionals to strive for excellence and integrity. As President Bola Tinubu aptly noted, Shobanjo exemplifies discipline and dedication, qualities that resonate deeply within Nigeria’s marketing communications sector.

Looking ahead, it is imperative that Shobanjo continues to champion educational initiatives that empower young minds. His vision should inspire others in the industry to follow suit, creating a collaborative environment where academia and business intersect for mutual benefit.

On this momentous occasion of his 80th birthday, we salute Biodun Olusina Shobanjo for his courage, vision and unwavering commitment to excellence. May he continue to lead by example and inspire future generations of marketing communication professionals. We wish him many more years filled with health, happiness, and impactful contributions to both the industry and education.
In celebrating his legacy today, let us all commit ourselves to supporting initiatives that foster growth, creativity and learning within our communities.

The future shines brightly when we invest in our youth and with leaders like Shobanjo guiding us forward, we can be assured that remarkable achievements lie ahead for Nigeria’s advertising industry.