“True originality consists not in a new manner, but in a new vision.” Edith Wharton.

“It is better to fail in originality than to succeed in imitation.” Herman Melville,

Biodun Shobanjo has already been described as the Father of Advertising in Africa” by one of those who gathered last week to honour him after turning 80.

Not to sound un-original, I have chosen to tag him Africa’s Ogivy – in order to draw comparison to another great advertising man, David Oglivy, CBE, 1911-1999. The founder of Oglivy& Mather, after years working Gallup Research organisation, decided to establish a unique advertising agency in which all the arts – artwork, imagery, impressions, colours, sounds and words – were combined with scientific and meticulous research to promote winning brands.

Oglivy’s iconic advertisements, which cemented his reputation as the G.O.A.I.

Greatest of All Time, were for Rolls Royce, Dove soap, Shell and Hathaway shirts.

Oglivy did not just practice advertising; he taught it by writing four books – Confessions of an Advertising Man, 1963, Blood, Brains & Beer, The Autobiography of David Oglivy, 197S; Oglivy on Advertising, 1983 and The Unpublished David Oglivy, 1986. I read two of them.

Confessions of an Advertising Man was compulsory reading for the three of us majoring in Marketing in my MBA class in Boston in 1968-70. In addition to that we were interned to advertising agencies off Madison Avenue during the Summer holidays; where we mot David’s book on our tables on arrival. Oglivy on Advertising was by choice. In 1983, I was the Marketing Manager of the third largest brewery in Nigeria – North Brewery Limited, Kano and the Board had decided on diversification from only beer to stout, malt and soy milk. We were going to need good advertising agencies; and I had to learn more about the craft.

From 1974 to 1987, I must have interacted with at least eight or nine top advertising agencies; but, unfortunately, not once with Biodun Shobanjo. The loss was mine and my brands. On one occasion, I had to write the body copy myself – based on minimum research on beer consumption.

Advertising is one of those arts – believe me advertising men are great artists – which, once you get involved in it becomes an incurable disease. You find yourself assessing everything from artwork to body copy for effectiveness, appeal, brand promotion, creativity and attention getting.

All greatness in art rests on one thing alone – originality – the stubborn refusal not to imitate, play safe and do the conventional thing just to please. From research, I have been able to discover that he started his career with Grant Advertising in 10971 and rose quickly to become Deputy Managing Director in 1976 1076. He resigned to co-found Insight Communications; which he ran until

2004 and stepped down to start Troyka Group – which is a holding company.

There is a lot more about Shobanjo’s companies – all based on excellence than I can fit into this short article today. He has won 85 awards in 35 years – which is a record that might never be broken.   He runs a multi-national communications enterprise which is one of the few home-grown brands of which Nigerians can be proud in their universal reach and appeal.

As this is the last Sunday of another dreadful year, I searched for something spiritually uplifting to write about. Then, I read about Shobanjo reaching 80.

Nothing can be more elevating than writing about another excellent artist, after Mudi of Africa and Architect Victor Attah.

It takes a great deal of courage to be exceptionally creative, to start a new trend, hoping others would appreciate your genius and follow your foot steps. From Oglivy, I have learnt an important lesson on advertising which many clients miss and allow their advertising agencies to throw any thrash at them. Merely clever advertising which fails to command sales is a double waste. Here was what Oglivy said about the matter.

“When I write an advertisement, I don’t want you to tell me that you find it ‘creative’ I want you to find it so interesting that you buy the product..” Most Nigerian advertisers are so enthralled, by the clever advertisement, that they fail to notice that sales volumes were dropping after it was launched. That is why you need research – before and after the advert breaks. One of the cleverest adverts ever in Nigeria was in support of Seven-Up – “The difference is clear”.

The brand failed though the expression was in vogue for years after.

Biodun Shobanjo’s advertisements always had the ultimate consumer in mind.

They sought to unravel the key to the customer’s pocket; and they mostly succeeded.

If you don’t mind a bit of trumpet-blowing on my part, I will tell a true story.

Incredible as it might sound, I crossed from pharmaceutical sector to a brewery as Marketing Manager because the lager was not selling. The advert campaign said “lager that turns you on” in 1980 – which meant nothing to our mostly Northern consumers. One of my first steps was to call the advert agency and to dictate a new campaign. I prefer adverts that tell a straight story. We ended with”lager for double satisfaction: satisfies your thirst; satisfies your taste”. A mini-research has revealed that those were the two benefits drinkers want from beer.

The brand, by the way, was DOUBLE CROWN. I left the artwork to the agency.

Within 18 months, it was the largest selling larger in the North. Biodun was light years ahead of all of the rest in the business. I follow his adverts – even when I have no interest in the product – because of the professionalism en tailed.

Granted, nobody wins all the time, but the title of the book written about Biodun Shobanjo by Dotun Adekambi – THE WILL TO WIN – was apt in every respect.

All that is left now is for Biodun to write his own book on Advertising in Nigeria because advertising is in some respects situational. What would sell products in Europe or even Ghana might ruin their chances in Nigeria. What is the magic?

Many happy returns Biodun, Merry Christmas and a Happy 2025.

THE CHALLENGES BEFORE US IN 2025

“To know that which before us lies in daily life/Is the true wisdom/What is more is fume.” John Milton, 1608-1674.

Milton’s PARADISE LOST comes to my mind each time I consider the Nigerian situation. We have not yet lost our country; but, we are close to it. We need people with vision to prevent total collapse in 2025. Those who have been reading this column since 1994, that is over 30 years ago, know that no political or ethnic considerations determine what is written here. Last December, the following predictions were made, seven months after Tinubu, my brother, took over from Buhari. Espect scarcity of everything – fuel, food, jobs, especially cash.

Consequently inflation will be over 30 per cent. Everything predicted came true.

As we march into 2025, we are faced with more difficult choices than ever before.

Two are vital and the choices we make on those two might make the difference between recovery and more problems. The vital two are: Tax Bills and cash scarcity. Not that other matters are not important; don’t get me wrong. But, those two are crucial for reasons to be explained briefly.

TAX BILLS, after necessary amendments, should be passed. Tinubu has been forced to undertake reforms which others lacked the courage to introduce. As one of the minority who fought against leftists and other misguided elements to get the Value Added Tas, VAT, passed into law by Babangida, I recollect that 5 per cent was supposed to be the beginning. It was recommended that it should be raised every five years or so until it reached 15 per cent on luxury goods. Tinubu met it at 7.5 per cent. It was long overdue for upward review. The amendments needed should address the issue of national unity. Otherwise, I am in favour of passing the Tar Bills. At any rate, we need the revenue badly.

CASH SCARCITY is being addressed the wrong way. If anybody reading this article is close to the CBN Governor, he should be told that there is deliberate SABOTAGE involved. And, unless that fact is faced squarely, cash scarcity will still be a problem this time nest year. By then, millions of Small, Medium and Micro Enterprises would have folded up’ VOTE OF THANKS

“Ingratitude is a crime more despicable then revenge; which is returning evil for evil; while ingratitude returns evil for good.” William George Jordan.

It has been 30 years-plus since I was invited to the SUNDAY VANGUARD by Uncle Sam personally. A few of our readers have been there since 1994 – including the tough Abacha years. I can’t thank you enough for your support.

I don’t suppose we have agreed on every issue; but, believe me there was no intention to offend you. Even the best of friends disagree. My best friend’s favourite nickname for me is “fool”. We have been at it since primary school.

I wish all of us a Happy 2025. It will be tough; but God will help us.

NEXT YEAR: GCU@ 80 CALLS FOR CELEBRATION!!!