Feature/OPED
Tall With Giants!’
By Yomi Badejo-Okusanya (YBO)
From my early secondary school days, I have had a problem with my height. Ending up at 5 ft 8-9 inches, I have always wanted to be much taller for a myriad of good reasons.
My rather diminutive stature in my formative years made me a soft target for several real and aspiring bullies. I often had to struggle for more ‘respect’ from peers and strangers. Now the most painful one was that some taller ladies I then admired were understandably out of my reach. It did not help that my younger brother, Buky quickly outshot me despite the incredible amount of beans I ate to stave off the inevitable.
As time went on, I learnt to live with my shortcoming, (no pun intended). I became conscious of my other giftings which I deployed as a coping mechanism. I learnt to talk my way into and out of sticky situations which I combined with some effective presence building. But on the night of Friday, February 18, 2022, the story changed.
It all started with a notice I received from a long-standing professional friend of mine John Ajayi, the Publisher of Nigeria’s leading marketing communication magazine, Marketing Edge. Now the background to this was an earlier event I had attended, organized by the same publication at which I felt rather slighted and I voiced my feelings to my friend. So, I was rather reluctant to attend another event from the same stable. However, drawing on my years of relationship with John, I called him and after a few exchanges, I decided to attend. Boy, was I glad I did!
Uncharacteristically of me, I arrived late to the event held at the Radisson Hotel, Ikeja GRA due to a preceding commitment. The hall was packed to the rafters and I was immediately struck by the calibre of industry giants that were already seated. Dr Biodun Shobanjo, Sir Steve Omojafor, Bale Jimmy Awosika, Mr Udeme Ufot, Mrs Iquo Ukoh, Alhaji Garba Bello Kankarofi, Mrs Bunmi Oke and upcoming giants like Steve Babaeko, Tunji Adeyinka, Femi Adelusi etc.
Alongside these giants and aspiring giants, I was to be inducted into what will arguably be the benchmark of professionalism in the Nigerian marketing communication sector, the Marketing Edge Hall of Fame! How on earth did I get here? Am I sure there had been no mistake?
It only seemed like yesterday in 1989 when I resumed work as a scrawny looking Client Service Executive in CT & A set for tutelage under ‘my oga for life’ Cornelius Olanrewaju Tay. Even though I had long wanted to be a public relations practitioner, the absence of full-service public relations firms then, made advertising the apt place to cut my teeth in the sector.
Our office was on Ibezim Obiajulu Street in Surulere a suburb of Lagos that seemed to house the most creative houses in those days. We passionately followed the movement of accounts, which and what pitches were called. We knew by name if not by face, all the marketing, corporate affairs and public relations directors & managers whose budgets and activities determined the survival of our agencies.
Something that was not short in supply were the myths that surrounded the giants in the industry. Chief among these were those of Dr Biodun Shobanjo. He was reputed to be a shrewd and hard-nosed businessman with some extraordinary if not supernatural powers. Coming up against Insight Communication in a pitch was something to be dreaded as he drove his team very hard and failure was not an option.
Often, we were regaled with the legendary extent he would go to secure an account. One, in particular, was how intent he was on meeting a potential client that he left a standing instruction at the British Airways ticketing office that next time the potential client was to fly abroad; he, Dr Shobanjo must be allocated the very next seat in the business or first-class section of the aircraft irrespective of the cost. The story goes further that he eventually did fly with the client, secured the business on the outward trip and immediately took the very next flight back from Heathrow Airport to Lagos! Many years later having come close to Dr Shobanjo (we actually share a birthday) and read his memoir, ‘Dare To Win’, I am able to separate many truths from falsehoods.
Another myth of the period was how the Coca-Cola account moved from Grant Advertising to the then-nascent STB and the role played by Mrs Nike Alabi, who coincidentally is turning 80 this week. Grapevine had it then that the account was moving but where exactly it was heading was the million-dollar question. Any agency would have given a right arm to secure it only for STB to clinch it. The irony was that STB which came out of the Rosabel stable was then at its very infancy giving rise to its then corporate ad which talked about it ‘running even before learning to crawl’. At the centre of it all was another giant ‘Omo Jesu’, Sir Steve Bamidele Omojafor.
Time and space will not allow me to write about the exploits of the likes of Uncle Dele Adetiba, Mr Chris Dohudje, Chief Olu Falomo, Chief Akin Odunsi, Mr Tunde Adelaja, Chief Kehinde Adeosun, Mr Ted Mukoro, Chiefs Femi Adeniyi-Williams & Tola Olujobi of OBM fame (now that was a legendary boardroom fight!). Or even Mr Billy Kolawole Lawson and the irrepressible Mrs Bola Thomas whose agency LTC-JWT were responsible for the iconic Satzenbrau beer launch in Nigeria.
It was alongside a select few of these living giants that John Ajayi and his team thankfully chose to honour me by inducting me into the Marketing Edge Hall of Fame which was holding for the very first time in the history of the publishing group. I have received several awards in the past year, this being my third induction into Halls of Fame. But somehow, this felt different.
As I stood there with my citation being read, a flood of emotions almost overwhelmed me. I am grateful to the Lord Almighty for His great love, care and guidance. I am grateful to my wife Oyinkansola and our son Olaoluwakiitan for their immeasurable support, my parents (Late) Chief Emmanuel Badejo-Okusanya, especially my mother (Late) Olasumbo Amoke Olanrewaju Badejo-Okusanya, my siblings, my parents in law (Late) Prof Folabi & Mrs Folashade Olumide, my siblings in law, my pastor, Olufemi Paul, my church, my professional colleagues, especially past and present members of staff of CMC Connect (Perception Managers), my friends, my alma mater Igbobi College, Yaba, my mentors & protégées alike and most importantly the clients that trusted me enough with their businesses. One of the results is this recognition. I pray and will strive to continue to do you all proud and never let you down.
One more thing, standing in front of that august audience that evening, rubbing shoulders with some of the giants earlier mentioned; I grew and felt extraordinarily ‘tall’!
YBO, a public relations consultant, is the current President of the African Public Relations Association (APRA) and the Group Managing Director of CMC Connect (Perception Managers)
By Luke Kyohere
The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:
1. The rise of real-time payments
Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this.
2. Cashless payments will increase
In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions.
3. Digital currency will hit mainstream
In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain.
The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability.
4. Increased government oversight
As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.
5. Business leaders buy into AI technology
In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk.
6. Continued AI Adoption in Payments
In payments, the proliferation of AI will continue to improve user experience and increase security. To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent.
When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.
7. Rise of Super Apps
To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills.
8. Business strategy shift
Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble.
As the payments space evolves, businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.
Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq
In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.
In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.
“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”
The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.
Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.
The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”
The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.
As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.
In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.
“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.
By Kenechukwu Aguolu
The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.
One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.
A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.
In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.
The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.
The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.
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