In a move that signals a new era of innovation, Soulcomms, one of Nigeria’s leading strategic communications and engagement agencies, has appointed Ayodeji Onabajo as its Chief Operating Officer (COO). With over 12 years of global experience spanning marketing and product marketing roles across Kenya, the United States, and the United Kingdom, Onabajo is set to redefine the agency’s approach to brand engagement and digital innovations.
Speaking in an exclusive interview, Onabajo expressed his excitement about leading Soulcomms through this transformative period. “It is quite an exciting challenge for me, and it comes with huge expectations,” he said. “Soulcomms has stood the test of time through different economic climates, and my role is to shape the next decade, positioning the company as a force to be reckoned with in the industry.”
Under Onabajo’s leadership, Soulcomms is undergoing a strategic rebranding, evolving from a traditional communications firm into a forward-thinking powerhouse. The agency is shifting from focusing solely on image (perception) to embracing imagination (deep thinking), intelligence (logic), and interaction (networking).
“We officially like to say, ‘We are BIG on thinking and value social equity,’” Onabajo shared. “We are also carving out a niche space by leveraging technology to enhance brand experiences, which led to the creation of IMMERGE, our digital innovations arm.”
IMMERGE will focus on integrating cutting-edge technologies like Augmented Reality (AR), artificial intelligence, and data-driven analytics to craft immersive and impactful brand experiences.
Onabajo believes that one of the biggest challenges facing the marketing communications industry today is the overemphasis on short-term, sales-driven tactics at the expense of long-term brand building.
“We are running a rat race right now, most brands are opting for quick fixes instead of building lasting impressions. Economic challenges have led to budget cuts, forcing brands to focus on immediate conversions rather than holistic engagement. While I understand the need to drive conversions especially with economic challenges and budget cuts, brands need to take a more holistic approach” he said.
At Soulcomms, the strategy is clear: combining sales-driven marketing with integrated brand experiences powered by technology. “Our goal is to help brands optimize their budgets while delivering a total brand experience,” Onabajo explained.
According to Onabajo, many Nigerian brands are not fully leveraging technology for consumer engagement. While traditional marketing remains relevant, he argues that the rise of digital tools presents game-changing opportunities,“Nigerian brands aren’t maximizing technology enough, consumers today, even those once considered ‘illiterate,’ seamlessly operate smartphones. We need to harness this reality and invest in tested, effective technology, rather than unproven prototypes. There are Nigerian-built technological solutions that can revolutionize marketing, but brands need to invest in tested, proven innovations rather than prototypes.” he said.
Looking ahead, Onabajo predicts that content marketing will become a major revenue driver for brands. He also foresees an inevitable shift toward AI-driven marketing and data analytics. “Brands will have no choice but to embrace digital innovations to craft informed strategies,” he asserted.
Reflecting on his own career, Onabajo pointed to his pivot from FMCG marketing to product marketing as a defining moment. “Working in tech showed me how digital tools were reshaping consumer behaviors and industries,” he said. “Now, I merge my traditional marketing expertise with technology to create real value in Nigeria’s MarTech space.”
For brands seeking to connect meaningfully with their audiences, Onabajo emphasizes the importance of authentic brand storytelling, AI-driven marketing, and community engagement. He believes the future lies in immersive experiences powered by Augmented Reality (AR) and Virtual Reality (VR).
“Research shows that consumers spend an average of 3–5 minutes engaging with AR/VR experiences far longer than with regular social media content,” he noted. “Additionally, AR/VR content is three times more memorable than standard digital ads. This is a goldmine for brands looking to make a lasting impact.”
As COO, Onabajo’s role will be to oversee the agency’s day-to-day operations while driving sustainable growth, digital transformation, and client success. His mission is to ensure that Soulcomms remains at the forefront of Nigeria’s evolving marketing landscape.
“This is an exciting time for our industry,” he concluded. “At Soulcomms, we are not just adapting to change, we are leading it. Our focus is on crafting immersive, technology-driven brand experiences that redefine consumer engagement.”
With Onabajo at the helm, Soulcomms is poised for a bold new chapter, one where strategic communications meet cutting-edge innovation to create unforgettable brand stories.
