I prioritise quality service over profit – Tosin Adefeko

The founder and Chief Executive Officer of AT3 Resources, Tosin Adefeko, tells FAITH AJAYI about her career and entrepreneurial journey

What informed your decision to study English and Literary Studies?

My upbringing played a significant role in shaping my choice of study. Even though my parents were bankers, my dad was also an author. He wrote many books, including The Elements of Banking. From writing professional books, he moved on to other kinds of books on life, many of which I would read and edit on his behalf. From a very early age, I loved to read all his business magazines, watch the news and analyse topical matters. He and I would argue over many things when he had the time, and I was generally just the big talker. I loved to read any and everything, I would opine on current affairs, socio-economic issues and human rights. I was very literary and much like an encyclopaedia. It was just a convenient and natural decision to study English and Literary Studies.

When did you discover your interest in marketing?

My interest in marketing was piqued much later, almost a decade after my first degree. I had worked for two years in an oil company’s administrative department, then I went travelling for another two years, learning web design and HTML, C++ and stuff that I later disliked so badly. It was the early days of the millennium (Y2k), and that was me exploring. I came back to Nigeria and started a banking career that again did not take me too far. As I progressed into my thirties, I knew it was time to consolidate my future, and nothing I had done up to that point career-wise was of any interest to me as a lifelong ambition. Upon deep introspection, my love for talking, reading and writing came to the fore and pointed towards marketing communications.

I made a bold and decisive move at the age of 30. I resigned from my job, and enrolled for a Master’s degree in Marketing Communications in the United Kingdom. Upon completion of the degree, I returned to Nigeria, and started interrogating the industry, vis-a-vis the players, leaders and every other thing I could find. Then, I started to plot a chart for a new career.

How were you able to transition into marketing communication management?

My first degree provided a strong foundation for my second degree in marketing. Once I learnt the theory and fundamental principles of marketing, I started looking for work where I could express my newfound knowledge practically; not the kind of marketing we used to do in banking, which I would call pure sales. To truly thrive in this new field, I had to start all over from lowly paid jobs in media and TV till I rose through the ranks.

Prior to your current position as the CEO of AT3 Resources, you worked with Quadrant MSL Group. How did that prepare you for your current office?

Quadrant MSL Group was my training field, and very much pivotal to my current role. Coming into public relations, there were transferrable skills and experiences, in addition to my wide operational, relationship management and business development experience from my banking years. I brought all of that to bear on my initial assignment at TQC as Head of Client Services. But, seeing that I was now in a space where the work I did fuelled my passions and interests, I knew there was no limit anymore to my meeting my goals. So, I took the personal liberty to soar, way beyond my core KPIs.

As I rose through the ranks to become the COO at TQC MSL Group, I solidified my skills – managing high-performing teams, delegating tasks effectively, and creating collaborative work environments that drove results. Working with diverse range of clients across various sectors, I also gained expertise in building marketing strategies that drove business growth. All these armed me with the leadership acumen, strategic thinking and resilience required to excel as CEO of AT3 Resources.

What were some of the things you learnt that have helped you in your current role?

As the CEO of AT3 Resources, I have had to draw on every single experience from all aspects of my life. This has been one of the hardest journeys I have ever embarked upon. I sometimes wonder if I am still sane (laughs). But honestly, it is one of the most fulfilling things I have ever done, and that keeps me going. Right from the simple values my parents taught me as a young girl – hard work, determination, keeping to promises, and timeliness among others, they have helped me to stay on the straight and narrow when it comes to business. When it comes to people, managing resources and getting the best out of them, that has been a tough nut to crack. However, I maintain my principles of fairness, transparency and equity, and the genuine ones among them can see this. When it comes to client work, I always prioritise service over profit. Meanwhile, once the quality of work is good, the profit comes anyway.

What were some of the challenges you encountered as the CEO and how did you survive them?

I have had cause to navigate various seasonal challenges. The first major one was COVID-19,  because we had only just started the business, and it (pandemic) almost knocked us out completely. We survived that by staying nimble and expanding our business offerings.

The industry’s skill gap also poses a significant hurdle. We are constantly battling that by ensuring we build a diverse team with complementary strengths, fostered by a culture of continuous learning. Last year, we contributed our quota to the marketing ecosystem with our free digital marketing bootcamp for SMEs. We gathered almost 20 marketing professionals to train a select group on how to leverage digital marketing skills.

Lastly, the current economic climate has made business more challenging?

What are your major highlights in this office?

Now in our sixth year of business, I believe that we have stamped our footprint in the marketing communications industry. We have had the privilege to support various international and local clients with their communications solutions. We also recently launched an in-house creative platform called MUVMNT, which is a multiverse of brand experience platforms.

Tell us about the new agency you recently launched.

The agency is more or less AT3 with an extended offering, which is the MUVMNT I spoke about earlier. It is our own way of contributing more than brand-led marketing strategies to the ecosystem through storytelling from a human angle.

Our vision is to reshape storytelling, brand experiences, and engagement through movements that generate business value. We believe that life experiences are always in motion and are better experienced through channels that connect people, communities and cultures. We will continue to bring people together by connecting brands with their consumers, and consumers with the brands they love and admire across Africa. In summary, we design communications and create movements that elevate brand experiences.

In any business, marketing communication is an important aspect that should be taken seriously. How have you been able to sensitise businesses who might not understand its value?

Marketing communication has its cornerstone in building relationships with one’s target audiences; yet some clients might not fully grasp its potential. They often focus on specific tactics or immediate results, forgetting the bigger picture.

Many clients come to us with tactical requests like, “I need a new campaign” or “I need to launch this product”.  We gently shift the focus to their long-term goals and objectives, and how communications can help. We ask questions like, “What are you hoping to achieve with this campaign?” and “Who are you trying to reach?” This helps us develop a comprehensive strategy that uses communication as a process, not a one-off activity.

Clients, sometimes, overlook the power of storytelling.  Facts and figures are important, but it’s the stories that connect with people on an emotional level. We help them craft compelling narratives that resonate with their target audience.  This emotional connection is key to building brand loyalty and driving sustainable growth.

By focusing on storytelling, process over channel, and addressing root causes, we help clients see marketing communication as a strategic investment.  This empowers them to move beyond tactical requests and leverage communication as a powerful tool to achieve their business goals.

Who are some of the key businesses or people you have worked with?

We have worked with and executed brilliant campaigns for Meta (formerly Facebook) for almost four years in sub-Saharan Africa, Network International, MediaTek, Olam, Novohealth, NIBSS, Radisson Blu, d.Light, IIF, NESG and a host of others.

How do you get visibility for your brand and position yourself correctly in the industry?

We actively engage in industry events. We also create our own events for networking and engagement. We maintain a strong online presence, and most importantly, we focus on delivering exceptional results for clients, which then generates positive referrals. We also prioritise staying updated on the latest marketing trends and technologies.

What strategies have you found most effective in helping various brands tell their stories and project themselves in the Nigerian market?

We customise our strategies based on each client’s unique needs and pain points. However, a strong focus on understanding the Nigerian market, cultural nuances, target audience, and the ever dynamic digital media landscape has proven successful.

What trends do you foresee shaping the future of brand growth and marketing in Nigeria, and how are you preparing your agency to adapt to it?

The current trend on everyone’s lips now is Artificial Intelligence, as an enabler or a disruptor. AI is rapidly transforming marketing communications. As an industry, our services, capacity and capability are widely impacted positively and arguably negatively by AI. What we have done on our part is to actively integrate AI tools to streamline tasks such as data analysis, content creation, and campaign optimisation, while still staying on top of current trends.

What role does technology play in driving business/brand growth, and how do you leverage it within your agency’s strategies and among your clientele?

Technology presents incredible opportunities for us with our work. We can reach far wider audiences, foster deeper engagement, and glean valuable insights using technology. Technology allows us to gather vast amounts of data about consumer behaviour, media trends, and brand sentiments. We use this data to craft compelling narratives that resonate with target audiences. Social media platforms are powerful tools enabled by technology. A whole new economy – the creator economy— has come out of the power of technology. We leverage technology to extend brand reach, spark conversations, and build stronger relationships with consumers. Also for crisis management, technology allows for real-time monitoring of online conversations. This is crucial for identifying potential crises early and crafting swift, strategic responses.

As a woman in a male-dominated industry, what advice do you have for other aspiring female entrepreneurs?

I truly do not have a worldview shaped by gender. I generally just see humans with all the possibilities to take on whatever goals and aspirations their heart desires. So, I would say to a woman aspiring to play in this space to carve out her niche, and be the best at what she desires to achieve. The world will notice.

What advice do you have for entrepreneurs looking to enter the branding industry, particularly in Nigeria?

The Nigerian branding industry is a vibrant space, brimming with potential. For aspiring entrepreneurs, my advice is still for them to find their niche, because you cannot be everything to everyone. Authenticity is the gold standard! Integrity is everything; keep your promises, over-deliver and lastly, innovate or die.

How do you balance the demands of running a successful agency with your personal life and well-being?

Like every other person who wants to excel in their chosen field, I have a support structure. There is time for work, and there is time for play. Both make up important aspects of a fulfilled life.

Who are your biggest cheerleaders?

My biggest inspiration is my dad. As a young kid, I grew up watching him just wanting to conquer his world. He was extremely kind and wanted to save the world and all the underprivileged people in it. He was bold and courageous, but humble to a fault, and did not relate with people along class lines. He loved the good things of life— big cars, mansions, and travels; so he worked tirelessly because he was scared of poverty and dependency. He loved his family fiercely too. As I have grown older, I find I am almost exactly like him. I am fiercely independent, and I’m able to call a spade a spade.

I have many cheerleaders that have helped me or still helping me on this journey. Dr Shobanjo, my former boss, is one of my greatest cheerleaders. My husband and kids, mum, siblings and friends, are also my supporters. I truly haven’t achieved anything on my own; it has been with the complete and total support of many people.

What is your favourite meal?

I don’t have a favourite meal; I just like good food. It could be a local cuisine today, such as good amala, ewedu and gbegiri; and it could be a good slow cooked lamb with veggies tomorrow.

When you are not working, how do you relax?

Travel is my ultimate relaxation these days. Even though they are more or less still work trips, I like that it takes me away from my usual routine, and I can clear my head a little.