By OLAYINKA AJAYI

Gbeng X- Adebija is the Managing Director of Ashton & Layton, a management consultancy based in Nigeria with a growing list of clientswithin and outside Nigeria. As an alumnus of the University of Ilorin, University of London and the Lagos Business School.X- Adebija  is also the recipient of numerous local and international awards including the prestigious Brand Excellence Award conferred by the World Brand Congress recently.

His  leadership and intellectual capabilities is widely acknowledged across a wide-spectrum in the business community in Nigeria. X-Adebija in this interview recalls how he started and how his ambition to become a medical doctor failed. Excerpts.

Your sojourn into Brand communications

I started writing for a national newspaper called The Herald when I was still a teenager and I also briefly co-hosted a variety show on Radio Kwara.

*Adebija

These helped to develop both my verbal and written communication skills. In particular, The Herald gave me a platform to engage across a broad range of genres, I wrote features, news, interviews, etc.

When I gained admission into the University in 1985, the Editor also asked me to write a column on Campus Life. I stopped writing for The Herald in 1993 when I joined Cadbury.

By 1997 I had become head of Corporate Affairs and in the course of my career I became one of the global experts for Cadbury Schweppes in Corporate Branding and Communication,  Corporate Social Responsibility, Public Relations  and several other organizational initiatives. Apart from The Herald, I have also been a columnist/contributor to several news papers and magazines . I have authored two books, MAGNIFICAT and STORITELLA, both are collections of short stories.

Challenges encountered

At the initial stages, it was my youth  which troubled people as it was difficult to accept that  a young lad could write with such proficiency.

Even my father once destroyed a script I wrote for the Village Headmaster series while in primary school because he said there was no way anybody would believe that I wrote it by myself.

However, it is a talent that runs in the family originating from my Dad who had the largest collection of books on every topic imaginable. My two sisters also excelled in the print media and also worked on radio and television so they charted a path for me to follow.

More recently, the challenges have been mostly trying to juggle my responsibilities as a husband, father and businessman with the multitude of media commitments that I have.

Conquuering chanllenges

I recall the equivalent of a corporate earthquake which occurred when I was appointed to head the corporate affairs department at Cadbury at age 28 or so. Most people  believed that the company was mad to take such a huge risk on such a young man but it turned out well to the glory of God.

Eventually people came to accept that I am specially  gifted in the area of branding and communications irrespective of my age and with that came respect and lots of encomiums from inside and outside the country.

Other areas of interest

I grew up wanting to become a medical doctor and a Roman Catholic priest.

However, I soon discovered  that I did not like hospitals and could not stand the sight of blood. I was also too emotionally affected by the sight of people(especially children) suffering from illnesses, so a career in medicine became impossible. As for being a priest, much as I loved that vocation, it never happened because I guess I did not have the calling.

Sourcing for clients?

Although my name and track record has helped to an extent, just like any other new company joining a sector with long established players, Ashton & Layton had to write numerous proposals and other forms of solicitations to potential clients.

It has been quite challenging but to the glory of God, the company is strongly positioned to deliver on organizational targets now and in the future.

Management Style

Each client is unique and must be managed with utmost care. Our philosophy is to treat each client as if it is the only client we have. One of my favourite coinages is Treat each client as if it is the only one client you have, otherwise you may soon find that you have only one client.

Inspirations and Role models

I have been inspired by several people in life, especially my father, my brother Clement and my boss at Cadbury, Bunmi Oni. I am however one of those people who see little value in motivational books and messages.

I am sure they add value to people’s lives, but I suppose I am extremely fortunate to have my own motivation from within.

Philosophy of life

I try to be the best I can  and also be contented with whatever God has allotted to you in life.

There is no reason to compete with anybody but rather celebrate and be inspired by other people’s accomplishments. Let your life be defined by what you have and are, not what you don’t have.

Advice for young managers

Humility, by the fact that I am seen as a role model by many people around the world and my advice would be for them to aspire to be the best they can and have faith in God.