Insight Redefini Group, a member of Troyka Holdings, has deployed Sinmisola Hughes-Obisesan to the role of Group Creative Director Insight Redefini, in furtherance of its Power of One initiative.

Formerly playing the role of Creative Director of Leo Burnett Lagos, this new redeployment will see Hughes-Obisesan steer the creative operations of the group. With her vast knowledge across an array of sectors and over 14 years experience on a plethora of global and local brands, she has led teams across both agencies to deliver award-winning work in Nigeria and across other international markets for brands such as Pepsi, Heineken, Nivea, Amstel Malta, Cadbury, P&G, Nestlé, Tecno Mobile, AXA Mansard, FCMB, Leadway Assurance and others.

Speaking on her new redeployment, Group Creative Director, Insight Redefini Group, Hughes-Obisesan, said: “As a creative storyteller, well known for my ability to create deep experiences between brands and consumers, my goal continues to be to create clutter-breaking, impactful content that resonates with today’s digital consumer.”

As a firm believer in co-creation and collaboration in order to produce ‘creative magic’ she went on to speak about her philosophy. “My driving philosophy is to win consumers, not just to sell or tell, but to build meaningful relationships,” she said. In her new position, she joins the group leadership team to drive the ‘Power of One’ and ‘Humankind’ way of working and winning for clients.

Group CEO, Insight Redefini, Dr. Ken Onyeali-Ikpe, expressed optimism for the new chapter of the group, as it just recently celebrated its 41st anniversary. “With this new redeployment, we will be elevating our reverence, agility, deep thinking, and magic with the aim of continuing to lead the existing marketing communications landscape and drive continuous innovation,” he said.

He went on to highlight the Power of One approach as “a strategic concept that is driven by a common purpose, a powerful spirit, shared behavior, great character and a relentless focus on clients.”

As a regular judge on international and local award shows and advertising festivals, Sinmisola Hughes-Obisesan is one of the most admired and decorated Creative Directors in Nigeria. Some of her achievements include breaking steel barriers and having led agency teams to achieve several feats such as the first Nigerian agency to win highly coveted international awards such as Epica, WARC and in 2019, the highest Publicis Africa Groupe network award, the Black Giraffe. Being an eternal student of human behaviour, she places diversity and inclusion at the forefront which saw her Leo Burnett Lagos team of vibrant and passionate creatives win ‘Young Agency of the Year’ in 2019.

Insight Redefini Group consists of five integrated marketing communication companies which also includes; Quadrant MSL, Starcomms Media Perspectives and All Seasons Zenith.

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