. . . Onyeali-Ikpe transitions to Non-executive Director position at Troyka Holdings

Redefini, the leading creative consultancy and integrated marketing communications company in West Africa, on Monday announced the appointment of Dr. Tayo Oyedeji as its new Chief Executive Officer (CEO).

Dr. Oyedeji, who is renowned for his outstanding record and experience as a leader in communications and technology, will chart a new path for the communications group with his bold new directions, Redefini said in a statement issued in Lagos. Oyedeji has over 20 years in experience, including a three-year stint as the MD/CEO of Starcom Media Perspectives, a media planning and buying arm of Redefini; a role as Managing Director of Starcom MediaVest South Africa and concurrently Head of Publicis Media Africa in Johannesburg, where he was responsible for driving the growth of Publicis Groupe’s media brands across 34 countries in Sub-Saharan Africa; as well as founder of investment technology firm, Overwood.ng.

Speaking on the future of the agency and his optimism about the Redefini group, Dr Oyedeji said: “As West-Africa’s largest integrated marketing communications group, with a record of some of the best campaigns Nigeria has seen, Redefini is positioned for the new world. All-round creativity, a nimble structure, and focus on digital and technology integration will push us further to seize defining moments for our people and our clients’ brands. I look forward to working with a team of visionaries to build an agency where creativity thrives and ideas translate into growth and stronger brand equity for our partners.”

Dr Oyedeji’s appointment comes on the back of Dr Ken Onyeali-Ikpe’s retirement as CEO of the integrated marketing communications group. After an over two-decade-long career, during which he served with honour, integrity, and dignity, Dr Ken Onyeali-Ikpe will be transitioning into a new position as a Non-Executive Director on the Board of Troyka, effective February 9, 2022. This would allow Redefini the privilege of his continued guidance and expertise.

Conveying his and the board’s enthusiasm on the new phase, Africa’s Doyen of Advertising and Chairman of Troyka Group, Dr Biodun Shobanjo, said: “Dr. Ken deserves all our gratitude and hearty congratulations for a most meritorious service, as he demonstrated the highest quality of professionalism, dedication and loyalty. I want to publicly thank Ken for his service and dedication to serving our organisation, even as he continues his journey with us and hands over the reins to Tayo Oyedeji – a top-flight business leader in advertising, marketing and technology. Tayo’s operational experience spans Africa, Europe and North America. His vaunted dynamism and versatility, industry experience, knowledge of the Group and its culture, strategic vision, and proven record of delivery make him the strongest person to lead Redefini into the next stages of its development.”

A brand-building expert, Dr Oyedeji is on a journey to consolidate the group’s mission to guide businesses and brands into the higher purpose of creating human-centred products and services that enrich lives and help them live with dignity.

He has an MBA from Oxford University, England, and a PhD in Brand Strategy from the University of Missouri, Columbia, USA. His research on branding and brand equity management has been published in reputable journals like the American Behavioural Scientists, the International Journal of Media Management, and the Journal of Media Business Studies.

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