Interview With Mr Subuloye Oyetayo, Chartered Marketer, Creative Director, and T-Shaped Communication Leader

Thank you for taking the time to speak with us today, Mr. Oyetayo. You have a truly impressive career trajectory. Let’s start with your early days. Could you tell us about your journey into marketing and how you developed such a diverse skill set?

Thank you for having me. My passion for communication and creativity started early. It all started from my undegraduate days at LAUTECH as Fine and Applied Art student. Afterwards during my NYSC program in Oyo State, I was fortunate to serve on the editorial board of the NYSC Periscope Magazine as the Creative and Production Editor. This experience ignited my love for design and storytelling. After my NYSC, I pursued further studies in Mass Communications and Public Relations, which solidified my foundation in the field.

Over the years, I’ve had the opportunity to work on a wide range of projects, from traditional marketing campaigns to digital initiatives. This exposure has allowed me to develop a T-shaped skill set, with deep expertise in marketing and a broad understanding of various disciplines like creative direction, media strategy, and digital marketing.

You’ve mentioned being a Chartered Marketer (MCIM). What does this certification mean to you, and how has it impacted your career?

The Chartered Marketer designation is a testament to my commitment to the marketing profession. It signifies a high level of expertise and professionalism. Achieving this certification has opened doors to new opportunities and enhanced my credibility in the industry. It’s a constant reminder to stay updated on the latest trends and best practices.

You founded Cogent Device International in 2006. Can you share some of the key challenges and successes you’ve encountered as an entrepreneur and agency leader?

Building a successful agency from the ground up has been both rewarding and challenging. One of the biggest challenges is staying ahead of the curve in a rapidly evolving industry. We’ve overcome this by fostering a culture of innovation and continuous learning. Success has come from building strong client relationships, delivering exceptional results, and cultivating a talented team.

*Your work in public health, particularly in tobacco control, is commendable. How did you transition from traditional marketing to this area?

• My passion for using communication for positive impact led me to explore opportunities in public health. The intersection of media, design, and public health was a natural fit for my skill set. Working on tobacco control campaigns has been incredibly fulfilling, as it allows me to contribute to a healthier society. *Your work at the intersection of media, public health, and design is truly inspiring. Let’s start by diving into your role as a Media Consultant. Can you elaborate on your experience in developing public health campaigns, particularly in the realm of tobacco control?

My focus as a Media Consultant has been to translate complex public health issues into compelling narratives that resonate with the target audience. In the context of tobacco control, I’ve been privileged to work with Management Sciences for Health (MSH) and Nigeria Fedral Ministry if Health on campaigns aimed at raising awareness about the devastating consequences of tobacco use. Our approach involves a deep understanding of the target population, their behaviors, and the most effective channels to reach them.

Your work as a Visual Design Consultant for the World Health Organization (WHO) is equally impressive. Can you share insights on the process of designing graphic health warning images for tobacco product packaging in Nigeria?

Designing these images was a challenging yet rewarding experience. We had to adhere strictly to the guidelines outlined in the World Health Organization Framework Convention on Tobacco Control and the Nigerian Tobacco Control Act. The goal was to create visually striking images that accurately depict the health risks associated with tobacco use. It required a delicate balance between impact and compliance.

How do you see the synergy between media and design in effectively communicating public health messages?

Media and design are two sides of the same coin. Media helps us reach the audience, while design ensures the message is delivered in a compelling and memorable way. By combining the power of both, we can create campaigns that not only inform but also inspire behavior change. In the case of tobacco control, we aim to create visuals that shock, educate, and motivate people to quit smoking.

What are some of the challenges you’ve encountered in your work, and how have you overcome them?

One of the biggest challenges is the constant evolution of media landscape. Staying updated with the latest trends and platforms is crucial. Additionally, gaining buy-in from stakeholders can sometimes be difficult. To overcome these challenges, we rely on data-driven insights, collaboration, and a deep understanding of our target audience.

What do you see as the future of media and design in public health?

The future is incredibly exciting. With advancements in technology, we can expect to see more innovative and interactive campaigns. I believe that personalized messaging and data analytics will play a crucial role in tailoring campaigns to specific individuals. Ultimately, the goal is to create healthier societies through effective communication.

You’ve also organized the Brand Expo and Exhibitions (BE). What inspired you to create this platform, and what are your goals for the event?

My Expo (BE) was born out of the need for a platform where brands can connect, share knowledge, and showcase their offerings. The goal is to create an immersive experience that drives business growth and fosters collaboration within the industry. By bringing together influential brand owners, we aim to inspire innovation and elevate the overall brand landscape.

Given your extensive experience, what advice would you give to aspiring marketers?

My advice is to be cautious, adaptable, and passionate. The marketing landscape is constantly changing, so it’s essential to stay updated on the latest trends. Build a strong foundation in marketing fundamentals, but don’t be afraid to explore new areas. Most importantly, find your passion and let it drive your career.

*Interviewer: Thank you for sharing your insights, Mr. Oyetayo. We wish you continued success in your endeavors.

Thank you for the opportunity it my pleasure.