-‘ PR & Reputation Management Agencies To Watch In 2025, How They Shaped 2024’ Series.
From humble beginnings to becoming a leading player in the PR industry, Integrated Indigo’s story is one of grit, determination, and passion Under respected Public Relations specialist, Bolaji Abimbola, the company has grown from a small start-up to a leading PR agency in the industry since its inception in 2013.
Bolaji’s entrepreneurial spirit and vision have been the driving force behind Integrated Indigo’s success. He recalls the company’s humble beginnings, “We started Indigo without capital, what we needed was my brain, an internet-enabled laptop, and two interns.” This modest start has given way to a thriving business, with nearly two decades of experience in delivering high-impact campaigns for corporations and individuals alike.
Throughout his career, Bolaji has built a legacy of excellence, demonstrating expertise in compelling storytelling, crisis management, and fostering strategic partnerships. His visionary leadership has enabled Integrated Indigo to amplify its deliverables, transforming the agency into one of Africa’s most profitable PR firms.
THE PATH AHEAD
Speaking on the keys to achieving success, Bolaji highlighted a few essential elements which include a clear vision and a realistic mindset. “To be successful, you need to have a clear vision of what you want to achieve,” he emphasized. “However, it’s equally important to understand that the journey to success is rarely smooth sailing. There will be challenges, obstacles, and setbacks along the way. Embracing this reality and being prepared to navigate these challenges is crucial to ultimately achieving your goals.”
“There is no shortcut to success than being dedicated. This profession is not a 9-5 job; you have to work 24/7, even while you’re sleeping.” This level of commitment is necessary to deliver exceptional results and build strong relationships with clients.
Another crucial aspect of success Bolaji pointed out is being client-centric. Bolaji also stressed that it’s essential to have the right people working with you, and you need to retain them for a long time. At Indigo, Bolaji has fostered a family-like culture where employees are happy to work and feel motivated to deliver their best.
Ultimately, Bolaji believes that success requires a combination of hard work, dedication, and ethics. By prioritizing client satisfaction and delivering exceptional results, professionals can build strong relationships and establish a reputation for excellence. “If I have worked with you at company A and then you move to company B or C, you are likely to seek me out again because I’ve proven myself to be a reliable and skilled partner.” He said.
He also spoke about being ethical in all aspects of the practice, recognizing that this is essential in building trust and credibility with clients.
CHALLENGES
According to Bolaji, one of the biggest challenges facing the PR industry is the scarcity of skilled professionals. “We’re finding it tough to recruit, attract, and retain good hands,” he admits.
This is partly due to the current economic climate, which has led to a surge in demand for hybrid work arrangements. Many young professionals now expect to be able to work remotely or juggle multiple jobs simultaneously to make a lot of money. This makes it harder for employers to retain top talent.
Another challenge Bolaji highlighted is the lack of accurate data in the industry. “Nobody is investing in data, we’re supposed to be working with data to make our work measurable, but that’s not happening,” he laments.
Bolaji also notes that many organizations still misunderstand the role of PR in their business. “Most organizations see PR as a cost centre, however, our job is to create a positive atmosphere that enables organizations to thrive.” By fostering a favorable reputation and building strong relationships with stakeholders, PR professionals play a critical role in supporting business growth and profitability.
He believes that companies need to recognize the strategic importance of PR to succeed. “If you don’t understand that PR is essential to maintaining your license to operate, you’ll only realize it when you fall on the wrong side of the law, government, or consumers,” he warns.
DEEPENING GROWTH IN 2025
As Integrated Indigo Limited sets its sights on 2025, the company plan to build on its existing growth momentum, with a renewed focus on delivering exceptional value to its current clients. Unlike previous years, where the company was actively engaged in numerous pitches, this year’s strategy involves growing organically with its existing client base.
Bolaji notes that one of the pitfalls of rapid growth is biting off more than you can chew. To avoid this, the company has adopted an “AGILE” strategy, which prioritizes efficient, cost-effective delivery, and strategic team growth. By striking the right balance between capacity and demand, Integrated Indigo aims to maintain its high standards of service quality.
In 2024, the company secured several high-profile accounts, including Lafarge Africa, Nigeria Bottling Company, Meta, and PZ Wilmar. These wins demonstrate the company’s ability to deliver great results and attract top-tier clients. As Integrated Indigo continues to grow, it remains committed to investing in its people and processes, ensuring that its clients receive the best possible service.
Looking ahead, Bolaji emphasizes the importance of strategic growth, cost management, and people development.
THE PR REALITY
Bolaji also debunked the notion that the PR landscape is shrinking. Instead, he believes that the industry is evolving, and those who fail to adapt will be left behind. Specifically, he notes that media relations, once a staple of PR is no longer a viable stan-alone service. “What an agency will charge an organization for N1 million, a journalist is hanging around them to do it for N200,000, whether they do it the right way or not.”
This shift has led to a decline in demand for traditional media relations services. However, Bolaji argues that this trend presents an opportunity for PR professionals to redefine their roles and expand their services.
Bolaji believes that PR’s scope extends far beyond media relations, rather PR should be the lead discipline in integrated marketing communications (IMC). “Whatever experiential marketing does has PR implications; it will either be a liability or a plus for the organization.” He also noted that digital marketing, event management, and advertising all have PR components that cannot be ignored.
Bolaji advocates for a holistic approach to PR, one that integrates multiple disciplines and considers the broader implications of an organization’s actions. “PR should be the first thing to consider for anyone starting a business, even before consultancy,” he advises. By taking a proactive, integrated approach to PR, organizations can avoid costly mistakes, build strong relationships with stakeholders, and achieve their business objectives.
Business Terrain Of 2024
While the Nigerian economy was undoubtedly tough, Integrated Indigo’s performance holds a different story with outstanding performance across all key indicators, including revenue, profitability, and business growth.
This success mirrors the agency’s achievements in 2021 when it first surpassed the $500 million mark during the COVID-19 pandemic.
A Promising Year Ahead: Lessons for Industry Leaders
Bolaji’s optimistic outlook for 2025 is contagious. As a natural positive thinker, he believes that this year holds much promise, especially with the economy showing signs of stability. The government’s effort to reduce inflation to 15% is a welcome development, and industry leaders are sensing a level of stability that has been absent in recent years. This stability is crucial for businesses to grow.
ACCOLADES AND RECOGNITION
Integrated Indigo received numerous accolades including the Most Outstanding PR Agency in Brand PR at the 2024 Brandcom Awards. This recognition acknowledges not only the company’s technical expertise but also its ability to facilitate meaningful engagement between clients and their audiences. Bolaji’s awards include the NIPR Presidential Award (2019), PR Practitioner of the Year (2021), and recognition on Nigeria’s PR Power List of Top 50 PR Practitioners in 2022 and 2024.
The PR Company has also been recognized as the Best Integrated Marketing & Communication Consultancy Firm in Nigeria at the Sixth Annual African Excellence Awards. The company’s award cabinet also includes the ‘Best Corporate PR Agency of the Year – PR Excellence Award’ from the Nigerian Institute of Public Relations. It was also recognised as West Africa’s Best in Class Public Relations and Communication Service Company of the Year 2019 by the Institute of Brand Management of Nigeria.