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Tokunbo Modupe raises the bar

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Tokunbo Modupe

Chairman and Lead Consultant of TPT International, Mr. Adetokunbo Modupe, has expounded that disruptive innovation remains the critical life-support that would define the future of Public Relations (PR) practice in Nigeria.

Adetokunbo, one of the leading lights in Nigeria’s public relations practice and a keynote speaker at this year’s edition of Brand Commfest that held in Onikan, Lagos on Thursday, explained: “The future will be service-driven, as no one will own anything.”

Adetokunbo, who spoke on “Digital Disruption and the Future of Public Relations Practice,” noted that material possession would have little significance in today’s global market, as real-time lending equips us with the many benefits of ownership.

“Uber doesn’t own any vehicle. Airbnb doesn’t own any real estate. Facebook, as the world’s most popular social platform, almost creates no content. Alibaba, as the world’s most valuable retailer, has no inventory,” he said.

His paper was thereafter dissected by a panel of discussants made up of seasoned practitioners such as Uche Ajene, Managing Consultant, Quadrant MSL; Amaechi Okobi, Group Head, Corporate Communications, Access Bank; Bolaji Okusaga, Managing Director, Precise Communication; Ayeni Adekunle, Founder, BHM; Adebola Williams, Chief Executive of Red Media and O’tega Ogra, Group Head, Corporate Communications, BUA Group.

The panelists agreed with Adetokunbo that strategic innovation holds the key to the future of public relations and marketing communication industry in Nigeria and enjoined practitioners to brace up for the challenges of the ever-changing world.


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