Insight Communications marks 40 years of ‘Foolishness’

The Chairman of Troyka Holdings,Dr Biodun Shobanjo has described his adventure into entrepreneurship forty years ago , in 1980 as ‘foolishness’ which had eventually paid off.

In a five minutes documentary at a press briefing last week, Shobanjo said: “Quitting a high paying job to embark on a journey with a capital of N128,000, a debt of N104,000 and a business worth N15,000, alongside 18 people was foolishness has today paid-off, yielding billion of Naira”

 Insight Communications, a member of the Publicis Groupe and of Insight Redefini, unveiled its 40th Anniversary celebration at a press briefing which held at its corporate head  office in G.R.A, Ikeja.

Acclaimed as the only university of advertising in Nigeria with Dr Shobanjo as the chancellor and professor emeritus, Insight clocked 40 on January 2, 2020.Major international and local  brands that Isight had worked on over the past four decades include as Seven-Up Bottling Company, Nigerian Breweries, Dufil Prima, Friesland Camprina, First City Monument Bank (FMCB), Nestle Nigeria, and Visa. It has also been associated with topmost creative thinking, launching some of the most viral campaigns such as Miranda’s 3 Orange men, Pepsi Long Throat Bottle, Nestle Milo’s clap, Peak Milk’s Milk at its Peak, and Bank PHB’s Cars Will Walk on Water.

 “We are celebrating 40 years of the audacity of one man who took the decision to weave in the spirit of never-ending thinking and the character trait of disruption into the fabric of the organization. We are celebrating determination, innovation, dynamic business modules and reward for tenacity,”the Group Managing Director, Dr Ken Onyeali Ikpe told reporters at the briefing.

He stated that the group’s strategy had always been based on four timeless pillars which seeks to focus on product creation, quality delivery, speed to market and return on investment. “Our transformational vision which has been in operation for 3 years now, is to de-emphasize downstream thinking, and elevate midstream refinery, and design thinking, which would further propel us to our long-term plans to operate in the upstream, where decisions on major business trajectories are made”. 

“It is very important to note that in this ever-evolving industry, a company that does not build or rebuild for the times will go extinct. This simple insight is what has driven us to consistently evaluate and transform our strategy every decade, and has indeed led to our exponential growth and sustained market share,”he added.

Over the past four decades, Insight has led through various business climates and has so far birthed six other communications companies – All Seasons Zenith, Quadrant MSL, Starcom Media Perspective, Leo Burnett, Optimum Exposures and The Creative Counsel.

To celebrate Insight at 40, a 360-campaign has been formally launched with the theme #StillFoolish – which is a celebration of the idea that every single groundbreaking invention was termed foolish when it was first pitched. Explaining the concept, the Creative Director, Insight Communications, Chuka Obi gave different scenarios in history where then inventors and innovators who were termed foolish are now icons of pioneering a better way of life. In furtherance to this, Chuka confirmed that since Insight’s ever learning culture seeks to drive all actions, the goal to remain foolish, audacious and disruptive takes centre stage.

“40 years ago, our Chairman and Founder, Mr. Biodun Shobanjo, left his paid employment to start an advertising agency in Nigeria with 18 people and no money to pay salaries, a move that was labelled ‘foolish’ by many. Today, that vision is now and will still remain one of the leading communications companies, projecting the best of Nigeria to the world.”

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