Biodun Shobanjo, the octogenarian titan of the Nigerian advertising world, is being feted across the media. But beneath the accolades and the pomp and circumstance lie a true rebel, a maverick who defied convention at every turn to build an advertising empire. Like Steve Jobs, Shobanjo’s genius thrived on breaking the rules, on challenging the status quo, and pushing the boundaries of creativity. With Insight Communications as his world and oyster, he didn’t just disrupt the Nigerian advertising scene; he revolutionized it.
As one of the boardroom leaders featured in my bestselling book, 50 NIGERIA’S BOARDROOM LEADERS—Lessons On Corporate Governance and Strategy, I asked him ten years ago while interviewing him for my book: What has been the toughest decision of your life? His response forms today’s column.
Looking back these 70 years, the toughest decision of my life, was the decision to forfeit a well-paid job at Grant Advertising where I was Deputy Managing Direct:or and plunged headlong into an uncertain future to start Insight Communications. At the time, Chief Lawson, Grant’s chairman did everything to dissuade me. He even said to me: “Shobanjo, I want to remove the managing director, because I can see that you are actually the person who should be in the saddle. What if I did that?” I said: “No sir, if you remove him and make me MD, people would think it was because I wanted that job.”
For crying out loud, I was happy being Deputy Managing Director! But I had to take that decision for a simple reason. Grant Advertising was not optimizing its potentials. That was the reason I left. When I joined the company, it was No.3 in the league, queued behind Lintas and OBM. We had some of the best clients, because owned by Americans, Grant was a global company and we got all their clients on a platter of gold, including Coca-Cola and Nestle. Yet we didn’t challenge for the No.2 position, let alone push for the premier position. Each time I raised this concern, the managing director baulked: “Biodun, kini problem e? What’s your problem?” He was comfortable with our No.3 position. As for me, I didn’t want to be No.3. I wanted to be No.1. I thought we could challenge our better rivals. We could have challenged for No.2 and subsequently No.1. Where is Lintas today? OBM is practically dead. Being No.1, you have to fight for it. That was my mentality. It’s still is.
We started Insight with zero capital. We didn’t have any dime. No money. I contributed the largest amount of money at the time, about one hundred thousand naira. My friend Goddy Amadi came up with twenty-something thousand naira. Someone else we brought in put down fifty thousand naira. Somebody put in ten or five thousand naira. But then Goddy Amadi was so gracious to me. He said: “I have a house in my village in Egbu, Imo State. I can give you the papers to the house; I have a friend who is managing director of an insurance company. I can talk to him so they give us some money.” The insurance company valued the house and they gave us sixty thousand naira or thereabout. Those were the kinds of money we used in starting Insight. I was naïve at the time to know that you need money to start an enterprise.
One of my clients, Nasco Company gave us one hundred thousand naira cash. The people who owned Nasco are Ethiopians. The MD at the time was Saleh Nasreddin. He is really an Eritrean. When I told him I was going to start Insight, he said: “I will support you.” He gave us a whopping sum of one hundred thousand naira. The day Jimi Awosika went to collect the money, he missed the flight. Those days, Nigeria Airways was very difficult to board. He travelled by road from Jos to Kano. By the time he got to Kano, he missed his connecting flight. He had no money to rent a hotel room for a night to stay, so he had to sleep at the airport. He eventually boarded a Lagos-bound international flight from the Middle-East. That was how he came back to Lagos with one hundred thousand naira. That sum was like one hundred million naira. I am forever grateful to Saleh Nasreddin. Nasco still exists in the northern part of Nigeria. It is still one of the biggest manufacturing companies, still doing the Nasco biscuits and Britek detergents.
It was a tough decision to walk away from everything. Once I was a company executive living in a company house in a highbrow area, having the services of a cook and a driver, owning two cars and a standby generator. I woke up one morning and I didn’t have anything. I went to being a tenant in a rented backstreet house in an obscured neighbourhood. Without a car, I didn’t know how to get to work. I was starting all over. And it was made difficult raising a family. All the odds were stacked against me. My plans were scuttled by my previous employers. I had wanted to buy off my official car and they blocked me from buying it off. So I resorted to using my wife’s car to get to work. By the time I resigned, I still had one year tenancy left. I thought I could pay the company and continue living there. The company preferred to lock the house up for one year. When the rent expired, they handed the house to the owner. Two months after we started Insight, I asked myself: Did I have to go through this?
If you start a company, you go through certain pains. I cannot forget when I went to a bank to seek for a loan. We needed a working capital of ten thousand naira. The bank turned us down. That was two years into the life of Insight. The bank said to me, “your business is in the non-preferred sector of the economy.” That was government’s classification of advertising and public relations at the time. We wanted to use ten thousand naira as loan for staff who wanted to buy cars. They were going to buy Beetle cars that sold for three thousand naira. Twenty-eight years later, the same bank came to me and offered to open a credit line of two billion naira for our company. I did not ask. They came on their own saying: “We can see the way your company has grown…we’d like to open a two billion line for your company.” Good news. But it took a lot of sweat, blood and tears. We started with a staff strength of 18. Today, we are over 18,000 employees in the group.
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現代日本は、最先端のテクノロジーにおいて世界的に有名されています。特に、自動車産業では、トヨタなどの大手企業が世界市場をリードしており、中古車やハイブリッド車など、さまざまな革新技術が導入しています。自動車技術の進展により、燃費が大きく向上し、利用者にとってより良い移動手段が提供されています。
車の所有は、車両保険といった日本特有の制度に密接に関連しており、日本の運転者は、これらの制度に従い、車両の管理を確保しています。さらに、ドライブレコーダーの普及が進んでおり、事故やトラブルの際に迅速に対応できるようになっています。これにより、日本国内では、信頼性が提供され、交通事故の問題にも積極的に取り組んでいます。
一方で、高齢化社会という重要な問題が日本において進行しています。高齢者の増加に伴い、看護分野での需要が急増し、医療スタッフの不足が深刻な問題となっています。このため、医療職の求人が増加しており、さらに医療従事者のキャリア支援の需要も高まっています。政府は、新しい介護システムを活用した支援策を導入し、障害者への支援を強化しています。
また、医療の分野では、医療技術が急速に進化し、疾病に対する対応が向上しています。日本は、先進的な医療を提供し、特に高齢者医療において多くの革新が導入されています。さらに、医療従事者の専門性を高めるため、医療研修が重要視され、技術研修の充実が求められています。
社会的な課題に対して、日本のボランティア団体は積極的に取り組んでおり、福祉活動を推進しています。これにより、地域住民や子どもに対する支援が強化され、寄付活動が日常的に行われています。災害支援活動も重要な役割を果たしており、特に日本では、台風などの自然災害時に、ボランティアが迅速に対応し、物資提供が行われています。
さらに、情報技術が進展する中で、スマホゲームなどの新たな娯楽の形態が広がり、フィットネスへの関心が高まっています。日本では、フィットネスクラブの利用が増加し、健康維持に向けたライフスタイルが注目されています。また、栄養管理が重要な役割を果たし、健康的な食生活のためのアイテムが多く流通しています。
ファッションや美容においても、日本の消費者は、常に新しいトレンドを追い求めています。靴においては、高級ブランドが注目され、特にスポーツウェアが人気です。美容業界では、ヘアケアが進化し、美容整形などのサービスも充実しています。ネイルアートやジェルネイルもトレンドとなり、ネイルデザインが活況を呈しています。
このように、日本は、課題とともに進化しており、社会福祉が密接に関わり合っています。未来に向けて、進化する社会の実現に向けた取り組みが進んでおり、これらの挑戦を乗り越えるための準備が整いつつあります。
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