Tunji Olugbodi: Breathing fresh air of creativity in marketing communication

The marketing communication industry has evolved as a dynamic and vibrant one over the years. The key ingredients that make the industry stand out are innovation, creativity and exceptional service delivery. These notable features are displayed by the new generation agencies who are redefining the pace in the industry.

One of these young and savvy agencies is the Verdant Zeal Group headed by Tunji Olugbodi. Olugbodi has had a chequered career and has been the arrowhead of several innovative and ground-breaking campaigns. The agency since inception in 2007, has left no one in doubt about its mission to raise the bar in the industry. Verdant Zeal Group is renowned for its ‘innoventive’ approach as a platform to distinguish its offerings to clients. This is coined from two words – Innovation and Creative.

Verdant Zeal no doubt has leaned on the cutting-edge platform to embark on a paradigm shift in the industry. In terms of professionalism and expertise, the agency stands tall as a forward looking and versatile organisation. Its ‘innoventive’ approach is conceived to apprise clients with emerging shifts and trend analysis to develop coherent strategies to remain relevant in the marketplace.

Verdant Zeal has also deployed this within its group as it has metamorphosed into various corollary businesses. F2M (First to Market) is the experiential marketing arm of the group, Gr8 Measures Media (Media Independent), Brainbox I Media (New Media), Red Gecko (Pr & Content development) and Neo Mantra (an intellectual property company with interest in brand and events management). Through these viable business enterprises, Verdant Zeal has remained a strongly focused group.

The Verdant Zeal Group was the potent force behind the Unilever brand – Close-Up Naija concert, which had over 7,000 people in attendance. The concert that shook the entire industry registered the imprints of Verdant Zeal as factor domo in the industry. This single event elevated the status of the brand and deepened equity for it.

Tunji’s aim is to breathe fresh air into an industry that needed the desired impetus to wake up from its slumber. To him, growing a new market requires a great deal of efforts. He is of the opinion that there is the need to open up a market or opportunities for other people to come in and have a part to play. He has indeed achieved this with the array of clients that seek value from the Verdant Zeal Group. It is his cherished dream to engender a definite change in the industry and there are several milestones to buttress this.

For Tunji, the business of marketing communications is for those who can break new grounds and explore new frontiers that will deliver unique solutions that grow the bottom line. He has remained focused as a visible advocate of multidimensional and multi-disciplinary skills in marketing communications.

One of the companies within the Verdant Zeal arm, Neo Mantra organised the international fashion event “Native and Vogue” in Port Harcourt, Rivers State in September. The event which paraded international fashion icons and top couturiers projected not only Rivers State on the global map but also Nigeria. The event rivaled the Paris Fashion show in terms of glitz, glamour and grandeur. He was also the arrow head for the Rivers of Possibilities campaign which have been acknowledged as veritable platform that reshaped the brand image of Rivers state. The Opon Imo (educational initiative of Osun State government) is another laudable event anchored by the Verdant Zeal Group amongst other ground breaking campaigns.

It is the belief of Tunji Olugbodi that the marketing communication industry can reach its full creative potential. This is only possible when practitioners embrace new thinking and new direction.

Olugbodi is equally passionate to ensure that the industry reaches its full potentials. He believes in protectionism in the industry as it is visible in other countries. Though an apostle for reforms, he advocates a balance in order not to lose sight of embracing global opportunities.

In terms of training, he underscores the need for every organisation to have a long-term vision for training and capacity building for staff. Training according to him, will build professionalism in the industry. Olugbodi also wants older and more experienced practitioners to influence younger professionals through mentorship. This he is deeply committed to as he has young and brilliant minds he nurtures in the industry

The annual Verdant Zeal Lecture has also been a pivotal platform for charting the direction for the industry. The annual lecture has been a melting pot for intellectual discourse among practitioners. The annual lecture has become a potent rallying force for older and upcoming professionals in the industry.

Tunji has remained focused and remained undaunted to reshape the thinking of the industry, as he is set to further expand the frontiers of his professional expertise.