As he marks his 80th birthday, Sir Steve Omojafor, the revered founder of the foremost advertising agency STB-Macainn, sits down to recount a lifetime of groundbreaking achievements in Nigerian media and marketing. In an exclusive interview, the marketing communications legend traces his path from an eager young reporter to an industry titan, offering a rare glimpse into the evolution of advertising in Nigeria and the personal philosophy that guided his remarkable journey.
From Passionate Writer to Daily Times Reporter
Sir Steve's story begins with a deep-seated love for writing. As a teenager at St. Gregory's College, he was so prolific in writing letters to local newspaper editors about school affairs that his principal issued a warning. This passion naturally led him to study mass communication at university, where his lecturers encouraged a career in journalism. His big break came with a role at the Daily Times, Nigeria's premier newspaper at the time.
His tenure at the Daily Times was formative. He served as both a reporter and sub-editor, working alongside the country's best journalists. He covered significant national events, including the 1976 declaration that Nigeria would not be ready for civilian rule. However, his forte became human-angle features that resonated deeply with readers.
He recalls vivid stories from that era: interviewing a Nigerian returning from icy Iceland, reporting on floating coffins after a heavy rainfall disrupted a burial ground, and profiling the enigmatic Sunny Gbokugboku, a man who handled the dead with such eerie familiarity that people thought he was a ghost himself. "There wasn't a computer then, or Artificial Intelligence (AI) to get into stories. You physically have to be there and write beautiful stories," Sir Steve reflects on the hands-on journalism of his early days.
The Pivot to Advertising and Building an Empire
His transition from journalism to advertising was spurred by workplace politics and the shifting tides following the General Murtala Mohammed takeover of government in 1975. Uncomfortable with the internal machinations aimed at removing the iconic chairman Babatunde Jose, the young Steve decided to leave the drama behind. "I just said to myself, it's too early to be bogged down by these political shenanigans," he stated.
He walked across the street to Lintas Advertising, where after a prolonged interview process, he secured a job. This move marked the beginning of his legendary advertising career. Even after leaving the Daily Times, he maintained his connection to journalism through columns in Lagos Weekend and the Evening Times.
His ambition soon outgrew Lintas. With two colleagues, he took a monumental risk and founded Roosevelt Advertising. The 1970s presented immense challenges for a start-up, requiring creativity, long hours, and financial prudence. This venture was the precursor to his most famous achievement: establishing STB-Macainn, which grew into one of Nigeria's most respected advertising agencies.
Longevity, Contentment, and Advice for a New Generation
Now an octogenarian, Sir Steve attributes his longevity to a mix of hard work, good health, strong faith, and a supportive family. He married in 1975 while at Lintas and celebrates over 50 years of marriage with three children, a achievement he holds with immense pride alongside his professional success.
His philosophy on life and wealth is one of profound contentment. "I always grew up with this philosophy that there's a limit to how much a man needs in his life," he explains. He questions the rampant greed seen today, using a simple analogy: "You sleep on one side of your bed most of the time... It's one vehicle at a time; and, even, it's one house that you need at a time. It's about contentment, if we have it, this country will be a better place."
For young people entering advertising or entrepreneurship, his advice is clear: be prepared to take risks and make sacrifices. He emphasizes the need to stay true to one's values, be willing to learn, adapt to technological changes, and not fear failure. He sees the industry's biggest challenge today as keeping pace with rapid changes in technology and consumer behavior.
Looking at Nigeria's broader challenges, Sir Steve identifies corruption, poverty, and lack of infrastructure as key issues. His message to the nation is one of hope and collective effort: "We are a great nation with a lot of potential, and we need to work together to build a better future." He stresses education, entrepreneurship, and innovation as the pathways forward.
Honored with awards like the Officer of the Order of the Niger (OON) and the Knight Commander of St. Sylvester, Sir Steve Omojafor's legacy is cemented not just in the campaigns he created, but in the inspiration he provides for generations of Nigerian media and marketing professionals. At 80, his journey remains a timeless tale of triumph.
