Sir Steve Omojafor at 80: A Pioneer's Journey from Journalism to Advertising Legend
Sir Steve Omojafor, the esteemed founder of STB-Macainn, a leading advertising agency in Nigeria, recently celebrated his 80th birthday. In an exclusive interview, this marketing communication guru shared the captivating story of his life and career, offering a rare glimpse into the evolution of Nigeria's media landscape. From his early days as a reporter to his pioneering role in advertising, Omojafor's tale is one of resilience, innovation, and timeless inspiration.
Early Passion for Journalism
What inspired you to pursue a career in journalism?
I developed a deep passion for writing from a young age, often penning letters to local newspaper editors as a teenager. My principal at St. Gregory’s College once cautioned me about writing too frequently about the school, but I simply couldn't resist. Studying mass communication at university felt like a natural progression, as I was drawn to social issues and current events. My lecturers encouraged this path, and I was fortunate to secure a position at the Daily Times, where my journey truly began.
Thrilling Days at the Daily Times
You started your career at the Daily Times. What was that experience like?
It was an exhilarating period. As a reporter and sub-editor, I collaborated with some of Nigeria's finest journalists. I covered significant stories, such as the 1976 declaration that Nigeria was not yet ready for civilian rule. One memorable assignment involved interviewing a Nigerian returning from Iceland, a story that Sam Amuka greatly appreciated for the Sunday Times. I also reported on poignant human-interest stories, like coffins floating after heavy rainfall at a burial site, and an interview with Sunny Gbokugboku, a figure shrouded in local mystery. In those days, without computers or AI, we had to be physically present to craft compelling narratives. Feature writing and human-angle stories became my forte, honed through long hours and relentless pursuit of deadlines.
Transition to Advertising
What prompted your move from journalism to advertising?
After a few years at the Daily Times, I faced internal politics and the upheaval of General Muritala Mohammed's government takeover, which aimed to remove Babatunde Jose, the doyen of Nigerian journalism. Disenchanted by these early career shenanigans, I decided to seek new horizons. I walked across to Lintas Advertising, where friends from Akoka worked. The interview process was lengthy, but I eventually landed the job. Even after leaving, I maintained columns in Lagos Weekend and Evening Times, edited by my friend Amuka Pemu. This transition marked a pivotal break, leading me to learn from talented peers and eventually co-found Roosevelt Advertising with colleagues, taking a bold risk to establish my name in the industry.
Overcoming Challenges and Offering Advice
What were some challenges you faced in your career?
Starting a business from scratch in the 1970s was daunting. We had to be creative and resourceful, often working long hours without immediate financial reward. However, our passion and drive to succeed kept us going, building something meaningful from the ground up.
What advice would you give to young people entering advertising?
Be prepared to take risks and make sacrifices. This industry demands passion and adaptability. Don't hesitate to ask questions, embrace new challenges, and always stay true to your values. Continuous learning is key to navigating its dynamic nature.
Personal Pride and Philosophy
What are you most proud of in your career?
I take pride in building a successful business and contributing to Nigeria's advertising growth. On a personal note, marrying in 1975 and raising three wonderful children with my wife of over 50 years brings immense joy. My philosophy of contentment has guided me; I believe in limiting excess, as true happiness comes from simplicity. If more embraced this, Nigeria would be a better place.
Secrets to Longevity and Industry Insights
What's the secret to your longevity at 80?
A combination of hard work, good health, strong faith, and a supportive network has been crucial. Staying active and maintaining a positive outlook on life has also played a significant role.
What is the biggest challenge facing advertising today?
Keeping pace with rapid technological changes and evolving consumer behavior is the primary challenge. Agencies must be agile and innovative to thrive in this constantly shifting landscape.
Messages for the Future
What message would you share with younger generations?
It's never too late to pursue your passions. Take risks, stay true to yourself, and remember to give back to the community. Mentorship and support for emerging professionals are vital for sustained growth.
What are your future plans?
I plan to continue working as long as I'm able, contributing to the industry and mentoring young talents. Inspiring the next generation remains a key focus.
Keys to Success and National Reflections
What is the key to your success?
Hard work, determination, and a bit of luck, combined with staying true to my values and surrounding myself with supportive people, have been fundamental.
What drives your philanthropic efforts?
I believe successful individuals have a responsibility to give back. Education and mentorship are essential for unlocking youth potential, which is why I support initiatives in these areas.
What is Nigeria's biggest challenge today?
Corruption, poverty, and inadequate infrastructure are major hurdles. Addressing these through education, empowerment, and youth engagement is critical for building a more equitable society.
What is your message to Nigerians?
Nigeria is a nation with immense potential. By focusing on education, entrepreneurship, and innovation, and working together, we can create a brighter future. With hard work and determination, we can achieve great things for our country.
