Tunde, the first child of a past president, Association of Advertising Agencies of Nigeria, and founding Chief Executive Officer of Insight Communications, Biodun Shobanjo, tells ARUKAINO UMUKORO about his father
Tell us a bit about yourself
My name is Tunde Shobanjo. I am the first of the five children of Biodun Shobanjo. I studied Business Administration and started out as a stockbroker before branching out into advertising. I was previously overseas working with an advertising company in the US. I relocated to Nigeria five years ago and since then, I have been working with Insight Communications.
How does it feel to be the son of such a famous Nigerian?
It is a blessing and it’s also an inspiration. Every day, one wakes up proud. Almost every quarter or so, there is always one award or the other my dad gets mentioned in or given. The accolades are some things we all sit down in the family and talk about. Hopefully, one day we would also be able to fill those big shoes.
What are some of the values you have learnt from your father?
He taught us integrity, honesty and hard work. He preaches these till today. Also, he is very meticulous and he’s always on time.
How did he discipline his children when they erred?
In my younger days, I had my fair share of ‘moments’ when I was disciplined. He did not always spare the rod. But I don’t think I know any dad from his generation who did spare the rod.
How does he react when he’s angry?
He is analytical. If he gets angry or upset about something, I think he would sit down to analyse the situation first before reacting. He’s not just going to fly off the handle for no reason. He would assess the situation first and find out why that particular incident happened. But after the verbal lashing that would follow, one would prefer to have been flogged.
How does it feel working in your father’s company?
It feels great. I’m blessed that the person he started with, Mr. Jimi Awosika, has also taken me under his wings. He was the one that actually facilitated my coming here. It’s been a blessing being trained by the best minds and some of the smartest people, and getting the opportunity to go overseas for more training with affiliate companies. Hence, it’s a great place to work. I’m very optimistic about the future, with the whole digital age and the evolving marketing industry in Nigeria.
Do you get any special privileges at your place of work being Biodun Shobanjo’s son?
Oh, not at all. That’s another good thing about my dad. He’s not going to grant you special favours because of that. You have to earn your place and I think it’s one of the benefits of working here. So, I can go out for meetings and talk and people want to listen to me as well.
How much influence did your father have on your career choice?
My dad is a tremendous influence on a generation of people. For the very close family, he’s always been leading by example. He embodies the principle of, “It is not about what you say, but what you do,” and that is what people notice about him.
How has your dad’s name opened doors for you?
Yes, the name has its benefits, but we were all brought up not to look for those shortcuts to open doors. We were all brought up to work hard and know there are no shortcuts in life. It is a privilege to have the name. I can’t think of any example as we speak, but I can say I’ve met some very important and interesting people. Also, some people have become my role models as a result. My dad is the ultimate role model, but, as one goes along, there are some people who have been around him who also offer one advice and guidance that other people don’t get.
How would you describe him as a father?
He’s a caring father and loves to spend time with his family. Once a week, everyone in the family sits down together, have a meal, share jokes and laugh together. I think, as a father, he’s like the cement that holds all of us together. He’s also our role model. Everyone he has raised as a family man and as a professional would say the same about him. Dad shows himself as he is. The man you see on television, on the pages of newspapers or in person, is the same man through and through. Some people sometimes see him and think, “Oh, that man is very serious,” no, he likes to have a laugh. He has moments that he cracks jokes. But when it comes to business and so on, he’s very hands-on. He and his friends share jokes and laugh together a lot. I jokingly told them recently, “I don’t understand what you people are laughing at, maybe because I’m not that rich yet.” They may not have finished the sentence in a joke, but they know what they are driving at and they are already laughing.
How is his social life?
He is a very social person. There are always events to attend. Also, working in this industry, I think being social is a prerequisite. He honours several invitations to social events.
Who are some of his closest friends?
One of his closest friends is our Managing Director, Mr. Awosika. There are some others whose names I don’t want to mention. But he has a very good close set of friends.
Who would you say are his contemporaries?
If one looks at the current marketing world and advertising industry, a lot of the founders of the oldest (advertising) companies today are still his good friends; from Rosabel to SO and Us, and so on. He has maintained his friendship with the people that started with him.
How does he create time for his family?
I ask him this same question. I don’t understand how he has the energy and still carves out time to spend with his family. We have family vacations every now and then, and we all go out for dinner sometimes. I’m shocked how he manages to find time for family because, even at my age, I always feel like I don’t have enough time in a day. But, here is a man managing multiple companies and yet he still has the time for his family, friends, work, play and exercise. It’s a routine, so, I think it’s one born out of discipline which he instilled in himself.
What are his likes and dislikes?
Dad loves football. He would tell you he doesn’t support any team anymore, but maybe when they start winning again, he would start supporting Arsenal. He also likes reading. I know he used to love tennis and wanted to take up playing golf. He dislikes tardiness and laziness.
What’s his daily routine like?
He would tell you that he is ‘retired,’ but he still goes to work every morning. Interestingly, dad’s going to be 70 this year, and no one believes his age when they hear about it because he doesn’t look it. He still gets up every morning at 6am to exercise. When he wakes up by 6am, he does his exercise and prepares for work. He then goes to work and stays till about 4pm/5pm, depending on what meetings or events he has for the day. Now, he might not get to the office like around 6 or 7am, like he used to, but he would still get to the office at about 10am. When he gets back home in the evening, he still does exercises, push-ups, stretches and so on. He is an ‘active retiree.’ He would go for a light walk or jog around the neighbourhood. I was in the UK on a training last year and we were in the house, and while I was getting ready to go to work that morning, he was coming back from his morning jog. Also, he’s always reading. He never stops learning. One would think that at 70, he has achieved all he could achieve. But he still doesn’t stop; he is still gaining more knowledge.
What kind of books does he read?
He reads everything, from books about marketing to cookery. There was a time he went for an event in South Africa. He went to a restaurant there and on that day, the chef of the restaurant was launching a new cookery book. Dad got the book and read it from the beginning to the end. One can’t bluff one’s way through anything with him. If you’re talking about the digital world or Facebook, he will tell you about it.
What is his favourite meal?
He’s open to eating any good food, from the traditional Nigerian food to continental dishes. But I think his favourite meal is any meal his wife prepares.
How’s his relationship with your mum?
They have a very good and strong relationship. They are like a partnership more than anything. They both did an excellent job in raising five children together and sending all of them overseas to have an education. They made sure we all kept a close connection with one another. They say behind every successful man, there is a woman.
What’s your dad’s favourite drink?
He likes champagne.
What is his view about the growth of the marketing industry in Nigeria?
Nigeria is a very huge market and one that a lot of foreign companies are interested in. We are at the forefront of the market in Africa. Nigeria is the next ground for any industry. So, we do talk about all these things.
Your father has achieved many milestones in his career. What next should we expect of him?
You really just have to wait and see.
Your father is widely regarded as a doyen of advertising in Nigeria. What do you think should be his legacy in the advertising world?
Presently, he is a legacy on his own. Almost every advertising agency out there – their managing director or founder – came through his firm. He has achieved so much, and I’m sure there is more to come. If global companies are noticing one’s presence and knocking on one’s doors, then obviously, one is doing something amazing. That’s a great legacy.
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