You cannot miss him in the crowd. With a ready disarming smile, an engaging demeanour, and the trademark dreadlocks that many have come to know him with for years. Otunba Soji Odedina enjoys a special relationship with the ancient timekeeper – age, defying his age and appearing decades younger than his septuagenarian status would suggest.
The FK Katalyst boss, SOJ, as he is fondly and affectionately known by peers, friends, colleagues, and juniors, is easily your quintessential ‘Man of the People’… a far cry from the fictional, flawed character of Chief Nanga alias MP in Chinua Achebe’s renowned 1966 novel. Interestingly, SOJ is one that has truly touched resonant chords in many, impacted lives positively, and is at home with many.
This is evident in the events of Saturday 13th, April, where it appears like all of Lagos cleared out their schedule to honour SOJ and his beloved daughter, Omotola Odedina as they celebrate 60 and 16, respectively. The event, which took place at the lavish High Point Event Centre and Suites, was a reflection of SOJ’s widespread influence and the esteem in which he is held by his peers, colleagues, and the community at large. The venue was meticulously transformed into a sea of sky blue, the chosen colour scheme for the celebratory occasion, as guests from all walks of life converged to honor the IMC industry titan and his beloved daughter.
Packed full to the very ‘brim’, the hall boasted high-society attendees who were veritable who’s who of Lagos, representing diverse sectors and industries. Royal fathers, politicians, business magnates, and moguls rubbed shoulders with the biggest names in the IMC industry, all gathered to pay tribute to the man of the moment, who is also the newly ‘minted’ Otunba Taiyese of Itori, Egbaland
Leading the charge from the IMC industry include Mrs. Tolulope Medebem, the President of the Experiential Marketers Association of Nigeria (EXMAN), where SOJ holds membership; the indefatigable Mr. Steve Babaeko, President of the Advertising Agencies Association of Nigeria (AAAN); Dr. Tola Bamigbaiye-Elatuyi, Marketing & Innovation Director at Pladis Global; immediate past Chairman of the International Advertising Association (IAA) Nigeria Chapter, Dr. Tunji Olugbodi; Omotunde Bamigbaiye of Unilever International, Mrs. Angela Makinwa, Vice President of EXMAN, among others.
And what way to honour a man who has plied his trade as a generalissimo in crafting experiences and executing BTL projects that defy known boundaries of innovation and creativity than by staging an unforgettable experience for all his guests?
Under the leadership of the Chief Operating Officer, Agnes Aileluohia, First Katalyst spared no expense or effort to ensure that every guest was treated to an unforgettable experience from start to finish. From the moment the attendees arrived at the event centre to the time they reluctantly departed, they were enveloped in a truly royal atmosphere. The menu, side dishes, and drinks were fit for royalty, with the best of comedy and event emceeing provided by the legendary Koffi and his industry colleague, Bash the Comedian. The entertainment line-up was further enhanced by performances from the acclaimed comedian Omobaba, as well as a musical treat from the legendary dancehall king from Ajegunle, Daddy Showkey.
Highlights of the occasion include the ceremonial cutting of the birthday cakes, observation of one-minute silence to honour the family’s departed beloved matriarch, Mrs. Busola Odedina, whose presence has been deeply missed, but whose legacy continued to inspire, and presentation by the OOU Alumni family, conveying their congratulations and well-wishers to the Soji Odedina family on the occasion. Finally, the family took time to recognize and celebrate the matriarch of the Odedina clan, Alhaja Safiat Odedina, the mother and grandmother of the celebrants.
In his vote of thanks, Otunba Odedina thanked all present for making the sacrifice to come to honour him, his daughter, and the rest of his family. He also thanked all clients that he has worked for and with, in the past, including those that he now refers to as family. He added most profoundly: “Of all the things I have done in my life, the best remains the four children that the Lord has blessed me with.”
SOJ’s trajectory in life and career speaks to God’s enduring grace, hard work, dedication, resilience, and steadfast dedication. Born in the notorious Mushin neighborhood of Lagos, he could have easily succumbed to the challenges of his environment, like many of his peers. However, SOJ’s trajectory has been one of steadfast resilience and an unshaken pursuit of knowledge and self-improvement.
After completing his secondary education, SOJ initially enrolled at the Polytechnic, Ibadan, intending to study Estate Management. However, upon further reflection, he realized that his true calling lay elsewhere. He then secured admission to the Olabisi Onabanjo University (OOU), where he pursued a degree in Political Science.
During his time at OOU, SOJ was an active and vocal student leader, serving as the Welfare Officer for the student union body. He was also an activist and a strong critic of the government. This, unfortunately, led to his brief incarceration by the then Oladipo Diya military government of Ogun State. SOJ continued his thirst for knowledge and later attended the University of Lagos (UNILAG), where he expanded his horizons by studying International Law and Diplomacy.
His professional journey in the media and marketing communications industry began more than three decades ago. He started as a journalist with the African Concord magazine, where he honed his skills as a proofreader and sports reporter. This experience paved the way for an opportunity to work with the highly respected Taiwo Alimi in his public relations (PR) agency, where he served as the Media/Marketing Manager, handling accounts for major clients like Unic Insurance, the United Nations Development Programme (UNDP), and the Federal Government.
From there, SOJ joined Chris Ogbeche, who is now the Dean of the Lagos Business School, at what was then the first below-the-line (BTL) agency in Nigeria. It was during this time that SOJ dove headfirst into the world of experiential marketing and BTL, working on groundbreaking initiatives such as the “Loud in Lagos” and “Kicking in Kano” concerts for Benson and Hedges, which were the biggest of their kinds in Africa.
He fondly credits Chris Ogbeche as the mentor who imbued him with the knowledge and expertise that has shaped his illustrious career in the IMC industry. “Everything I know about marketing communications today was learned from Chris Ogbeche, a man I respect so much in the industry,” he proudly proclaims.
After a decade spent at Ogbeche’s agency, SOJ moved on to 141 Worldwide, now of Nitro 121, where he served as the Client Service Director for six years. It was during this stint that he learned another valuable lesson from his boss, Lolu Akinwunmi, who instilled in him the understanding of the kind of integrity that “does not make you poor.”
SOJ’s distinctive appearance, marked by his proudly worn dreadlocks, is more than just a personal style and choice. He sees it as a symbol of his solidarity with the younger generation, whom he feels a deep empathy for. “My dreadlocks are just in sympathy with this young generation because I feel for them,” he has been quoted as saying. “Before I could navigate my way to where I am today, it took me a while. Part of what I want to do is to bridge the gap of success for the younger generation through mentoring and advocacy to shorten the distance to success. I have absolute respect for the younger generation who are still hustling to succeed despite the challenges in our environment.”
This sentiment captures the essence of SOJ’s character – a man who has walked the path of success and now aims to pave the way for the next generation, sharing his knowledge and experience to empower them and reduce the obstacles they face.
