In a world where media trends shift rapidly and the allure of digital often overshadows traditional platforms, Adeola Amosun, Group Media Manager at Tolaram, is challenging marketers to rethink their approach: “No medium is dead only misused.”
Speaking candidly about the evolving media landscape, Amosun emphasized that effectiveness in advertising is not about the channel itself, but the strategy behind it. “TV still works. So does radio, OOH, and print. Digital? Of course, it works. The key is context, audience, and timing. Understanding the ‘why’ behind the ‘what’ makes all the difference,” he said.
This philosophy has shaped how Tolaram Group has deployed its marketing efforts across its iconic brands such as Indomie, Colgate, and Power Oil household names that have consistently connected with Nigerians across generations. Through deep consumer insight, these brands have embraced a media mix that reflects both innovation and cultural relevance.
Indomie, for example, has gone beyond just advertising, it has curated and sponsored some of Nigeria’s most beloved TV shows, rolled out unforgettable jingles, and led memorable radio campaigns that resonate across age groups. Colgate and Power Oil have equally built media narratives that reflect everyday realities and wellness priorities, earning consumer trust and loyalty in return.
“What stands out,” Amosun noted, “is how we’ve leaned into media as a tool for emotional connection, not just exposure. We know our consumers, and we respect them. That knowledge drives every decision we make.”
Looking back on his nearly 12-year marketing journey, Amosun described the highs and the grind: “The late nights, the pressure, the tough calls, they’re easier to bear when your work connects to a deeper purpose. For me, it’s about driving growth, unlocking people’s strengths, and shaping stories that don’t just push products, but build lasting perception and impact.”
In an era of constant change, he identified adaptability as a superpower. “To stay relevant, you must be willing to unlearn, reframe, and rethink. Rigidity kills innovation,” he said. “When I joined Tolaram, we had to reimagine how we worked. But it was the openness of leadership and colleagues, willing to embrace bold thinking, that made all the difference.”
Amosun’s message is both a reflection and a challenge to today’s marketers: Every medium has value, if you understand your audience well enough to use it right.
