How I Got My First Job In Advertising

Duupe Adeniran of Wedding Planner magazine had invited me for a meeting in her office on Toyin street in Ikeja, Lagos state. We were to discuss on how to take the WP brand a notch higher.

How did we even come about this meeting?

I had gotten Mrs Adeniran’s number from the magazine and I sent her a message about how I could help build the Wedding Planner brand and enhance the ‘glam’ look of her magazine with the use of the right set of models showcasing the wedding dresses. She called me up as soon as she received my message and we agreed to meet in her office. I had gone to the meeting with a catalogue but I left as the Associate Editor of one the biggest event planning magazine in Africa.

I started working at Wedding Planner Magazine and there were high expectations to be met. It was imperative for me to deliver a watertight strategy that would drive sales, visibility and brand building. From my initial conversation with the leadership of the business, we had agreed that we were going to get top notch models to position the magazine as premium. The look and feel of the magazine was in no doubt world class, we just had to get the models that embodied the values of magazine in that context. I delivered on that promise. My first magazine with the company was a best seller. We sold out all or almost all the copies (I can’t really remember) but the edition was a huge success. The next call was for me to deliver on revenue generation through advert from the ‘big’ brands.

I have always believed that a good magazine with a wide readership must always leverage on the convergence of eye balls. If you can land the eye balls, then ad slot sales is a sure route to bottom line expansion. Wedding planner magazine had a huge market in the event planning and bridal wear categories, we should be able to source for some adverts from media or ad agencies. So I developed a plan and identified the agencies that had brands that could appeal to our audience. One of the agencies I pencilled down was Bates Cosse. I googled the address and made plans to go drop some copies of the magazine there.

Now let me give you a bit of a background. Walk with me.

I had a passion for advertising. I wanted to get into it by all available ‘legit’ means. So I followed both local and global news on advertising. I was genuinely interested in ad agency ‘gists’. So fate got my path to cross with someone’s whose uncle who was a top exec in the advertising industry. This person and I were both living in the same neighbourhood and  we became friends. I told him about my interest in getting a job in an ad agency and he asked me to speak to his dad, as his dad had the listening ears of his uncle, who was COO in one of the top advertising agencies.. I met with his dad and he collected my CV promising to give feedback once he has one. According to my friend, the uncle saw the CV and explained that advertising was a skill driven industry, so I needed to be skilled in one of their offerings which I clearly didn’t have as I have never worked in the marketing communications . I was assured that if there was need for trainees, I would definitely be considered. For me, that was positive feedback.

Fast forward to dropping the magazine at the agencies >>

The team and I looked at all the past editions of the magazine and picked the best two or so. It was important to show a track record of excellence. We added the two magazines to the current edition that had my name as the associate editor and I headed for Bates Cosse with the package and a letter of introduction. On getting to Cosse, I was ushered into the reception where by a stroke of luck I met the accountant of the agency at the reception. I told her my reason for being there and she collected the magazines and told me she would do the needful. We also talked about my experience as an associate editor, my interest in advertising and we rounded up by  exchanging contracts. I knew I made an impression on her before leaving and I sure I was going to hear from her later.

Few weeks later, Mrs Akpan called and asked for my CV and I obliged by sending it via email. So this meant I had two CVs at Bates Cosse. One with my friend’s uncle and the other one from Mrs Akpan.

Then one Tuesday morning, I got a call from the HR at Bates Cosse, I had been invited for an interview.

Interview ke? I’ve never done advertising . Fear creeped in but I was ready to do it afraid.

I hadn’t  imagined my journey into advertising to start this soon. What do I tell Mrs Adeniran? This was going to break her heart. She had grown fond of the team I was building. A team that was delivering results.

The night before the interview, I had taken my time to pick the best outfit that will give me an edge in terms of looks and presentation. I wanted to look like an ‘ad man’ and I did look the part as you could tell from my sharp look that I was going out for something important.

I got to Bates Cosse some few minutes to the agreed time and I patiently waited at the reception to be called in for the interview. Finally I was shown into the interview room and there he was… ‘popular’ Kayode Olagesin seated with Mrs Akpan and madam HR. I was asked to introduce myself which I did in a most convincing manner. Now came the time for the main question that would determine if I deserved a place on the Cosse creative stage

Tell me about an ad you know or you would have created if given the chance….asked Mr Olagesin.

Hmmm…(Thinking Aloud)

Ok…(I began to give my answer)..I f I had a launched a milk product I would made the tagline read..”Nurture Your Future”.

Nurture Your Future?…Mr Olagesin asked. Can you explain what this means and your rationale?

‘I feel the milk contains some elements that can help build the bones and aid in the development of the body. If this is not taken seriously one might suffer for it in the old age.

Also, looking at it from the African perspective, we believe our children will always take care of us in our old age, so by feeding them with the best milk we are nurturing the growth of the people that would eventually take care of us in the future.’

The room was quiet!

I thought I must have said rubbish. Everyone glared at me like they were trying to a make sense of what I just spewed out of my mouth.

Then I noticed the grin on Mr Olagesin’s face as he said the interview was over for him since he has heard what he ‘needed’ to hear and  that we should discuss ‘take home’.

At that moment I knew I had gotten the job. I had to ‘buga’ like an adman as we discussed remuneration. We finally landed a figure and it was a done deal. HR took all the necessary details and we agreed on a suitable notice period.

I couldn’t wait to get out of the compound so that I could scream at the top of my lungs…’ I did it..I am now an ADMAN!!!

And that was how I found my path into marketing communications. I will be sharing more on this journey, the learnings and victories.

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Thank you!

Yomi Olaniwun

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