The global situation affects all sectors , advertising inclusive but it comes with advantage . This is the time for brand owners and agencies to think out of the box on the creative platform they can

will never come to pass because businesses need advertising to grow and survive .

S & T Media is a new agency , what new things are you bringing into the table ?

S & T is not entirely new , having been around since 2014 . What I think is new is the fact that we pioneered a number of advertising solutions that are currently impacting well on brands in the market

How did it all begin , did you plan to go into advertising from day one ?

I studied Political Science in the United Kingdom and returned home to observe the National Youths Service Corps in 2007 at THISDAY newspapers . After my service year in THISDAY , I travelled to Taiwan , where I stayed for two years to study and learn Chinese language . That was where I got exposed to advertising properly and

interview by Raheem Akingbolu , culled online

explore to position their products and services without necessarily run their finances dry . This is also the ideal time for agencies to go out there and look for solutions that would be cost effective . By doing so , it will be a win – win situation for both the agencies and their clients .

There are fears in some quarters that if things continue like this , a time will come when advertising may not be necessary ?

The answer to that is simple ; cHowever , there will always be new ways of doing things . That is where innovation and creativity come in . I laugh when I hear people say , the success of social media will kill advertising or that economic crisis will force companies to do away with advertising . Those are assumptions that

place , especially the Adpump advertising innovation at filling stations . As an outdoor agency , S & T focuses on placebased advertising with the vision to provide services to our clients at affordable cost . Place-based advertising is a sub-sector of outdoor advertising market . Despite the power of this solution and its appreciation abroad , Nigerian practitioners were yet to explore it properly when we came in and we saw the need to tap into it . Adpump is a digital screen that is placed on top of petrol pump . It connects consumers easily because as motorists are buying fuel at the stations , they are viewing the digital platforms . Because of the proximity and colour display , the technology easily connects consumers and that is the beauty .

saw some vacuums that were yet to be filled in Nigeria . I saw the technology and appreciated the colours . On my return , I reconnected with my childhood friend , Tolu Roberts and tabled the idea before him . Two things informed this , he understood the Nigeria business environment better and he is someone that I get along with very well . Before then , he had been involved in a few businesses , including Real Estate and Energy Services , which gave him an edge in terms of understanding the terrain . With this , we started S & T Media and pioneered several innovative digital advertising platforms including AdPump , which we saw as a good platform for advertising at affordable cost .

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