It was a bright Friday morning on June 1, 2012, in the first office of First Katalyst Marketing, nestled in Ajao Estate, Lagos. The Managing Director, Soji Odedina, stood before a small team of eager staff, to deliver what would be the mission of the agency, at that time: “We will deliver first-class ideas and initiatives that produce first-class results for brands willing to trust our tender care fingers,” he declared. Backed by decades of experience from world-class agencies and businesses, Odedina and his co-founder, Sunday Awoyomi, were ready to redefine marketing in Nigeria—and beyond.
Thirteen years later, First Katalyst (FK) has not only fulfilled that promise but has become synonymous with excellence in experiential marketing and brand activations. Brands now turn to FK when the “desire for result” is non-negotiable. Yet the journey to this pinnacle was far from smooth. From humble beginnings in a cramped Lagos office to navigating the cutthroat competition of Nigeria’s marketing landscape, FK’s story is one of resilience, innovation, and an unyielding commitment to its vision.
As the agency grew, so did its reputation. With every campaign, every activation, and every brand partnership, FK Marketing continued to raise the bar. It was no longer just about executing ideas, it was about setting industry standards, shaping consumer experiences, and proving that excellence is not just a goal but a habit.
With a robust team of 45 skilled and competent employees, supplemented by a vast database of over 2000 field and temporary staff, First Katalyst Marketing boasts a highly experienced workforce across all facets of integrated marketing communications.
By 2024, the agency had established its reputation as a disruptor, leveraging its core ethos of creativity and strategic disruption to reshape industry norms. Now, with 2025’s first quarter making way for the second, FK is not only poised to dominate Africa’s marketing communications sphere, but it has proved that it is an agency to watch, given its ambitious vision, seasoned leadership, and a track record of delivering measurable success.
The Early Days
When First Katalyst opened its doors in 2012, the Nigerian marketing industry was saturated with agencies promising innovation but often delivering mediocrity. Odedina and Awoyomi, however, were no novices. With stints at pioneering organizations like 141 Worldwide, Contact Marketing, and British American Tobacco Nigeria, the duo brought a wealth of expertise in advertising, sales, and rural communications. Their mission was clear: to build an agency that prioritized “cost-effective, value-adding, result-oriented marketing solutions” anchored in creativity.
The early days were fraught with challenges. Limited resources, skepticism from clients, and the pressure to differentiate in a crowded market tested the team’s resolve. Yet FK’s leadership leaned into their mantra: “Some people see things and ask why, we see things and ask why not.” This mindset, borrowed from Winston Churchill, became the bedrock of their strategy.
Focusing on Below-the-Line (BTL) activations—a niche often overlooked by competitors—FK carved a unique space. Their campaigns emphasized immersive consumer experiences, blending traditional marketing with grassroots engagement. This approach resonated deeply in Nigeria’s diverse markets, where cultural nuance and localized execution are critical. Early campaigns for brands in rural communities, for instance, leveraged local dialects and traditions, promoting trust and visibility in regions where global agencies struggled to gain traction.
Over the years, FK Marketing’s impressive portfolio boasts an array of renowned brands, including Guinness, Lafarge, Flour Mills of Nigeria (FMN), MTN, PZ Wilmar, Vlisco, Saro, British America Tobacco, Godrej Nigeria, Gionee, Suntory, Kimberly Clark, Drugstoc, PZ Cussons, Fan Milk, Samsung, Chi Limited, Nestle, and National Orientation Agency (NOA) demonstrating the agency’s versatility and expertise in delivering innovative solutions across various industries.
The FK Edge
At the heart of FK’s success is its leadership team—a blend of industry veterans and strategic thinkers. Soji Odedina, the Managing Director, is a polymath with expertise spanning advertising, PR, journalism, and film production. His two decades of experience inform FK’s creative direction, and his mantra, “Excellence is a habit,” permeates the agency’s culture. Sunday Awoyomi, the Sales & Distribution Expert, brings a pragmatic edge to FK’s strategies. With a background in managing national sales for brands like Luna Milk and IPWA Plc, Awoyomi ensures campaigns align with market realities, whether in bustling urban centers or remote villages.
Agnes, the COO and General Manager, balances creativity with operational rigor. A former Brand Manager at British American Tobacco Nigeria, she oversees seamless execution, ensuring that even the most ambitious ideas translate into tangible results. Ganiu, the Associate Director, is the backbone of FK’s rural campaigns. With over a decade of experience navigating Nigeria’s complex distribution networks, he has mastered the art of “flawless execution” in challenging environments, from coordinating logistics in flood-prone regions to managing last-minute changes in volatile markets.
2025 and Beyond
FK’s vision—“to become a first-class ideas powerhouse globally and one of the top ten agencies within Africa by 2025”—is no longer a distant dream but an imminent reality. Central to this ambition is the agency’s investment in talent. With 45 full-time staff and a database of 2,000 field agents, FK prioritizes continuous upskilling, particularly in digital marketing and data analytics. Monthly workshops led by industry experts ensure teams stay ahead of trends, from AI-driven consumer insights to blockchain applications in loyalty programs.
Client-centricity remains a non-negotiable pillar. FK’s “Brief to Execution” process—a meticulously designed workflow—ensures seamless collaboration from ideation to post-campaign analysis. Regular client feedback loops and real-time adjustments have cemented FK’s reputation as a responsive and adaptive partner.
Rural penetration continues to be a key differentiator. With 60% of Nigeria’s population residing in the hinterlands, FK’s expertise in these markets offers brands unparalleled reach. A recent campaign for a hygiene product, for instance, utilized mobile cinema vans to screen educational content in remote villages, coupled with product sampling—a strategy that increased market penetration by 25% in six months.
Awards, Accolades, and Industry Recognition
FK’s relentless pursuit of excellence soon caught the industry’s attention. In 2021, the agency swept multiple accolades, including the prestigious Brandcom Award for Most Outstanding BTL Agency of the Year and Marketing Edge’s Outstanding Experiential Agency of the Year. Soji Odedina himself was honoured as Marketing Edge’s Outstanding Marketing Personality of the Year—a testament to his leadership and vision. These awards underscored FK’s ability to merge creativity with exceptional precision, setting benchmarks for experiential marketing in West Africa.
By 2024, FK’s trophy cabinet had expanded further, with recognition for campaigns that blended technology, data analytics, and hyper-localized storytelling. Their work for telecom giants, FMCG leaders, and financial institutions showcased a versatility that competitors struggled to match. One standout campaign for a leading beverage brand involved a nationwide treasure hunt that fused social media virality with on-ground activations, driving a 70% spike in sales within three months. Such successes not only validated FK’s approach but also positioned it as a thought leader in Africa’s evolving marketing ecosystem.
The FK Legacy
First Katalyst’s journey mirrors the evolution of Africa’s marketing industry. From its early days as a scrappy startup to its current status as an award-winning powerhouse, FK has proven that resilience and creativity can overcome even the toughest challenges. The agency’s story is not just about campaigns and clients—it’s about redefining engagement in a continent brimming with potential.
As Soji Odedina reflects, “We didn’t just build an agency—we built a movement. Every campaign, every activation, is a step toward redefining how brands engage with Africa.” This ethos is evident in FK’s alumni network, where former staff have launched their ventures, inspired by FK’s culture of innovation.
With 2025 on the horizon, FK stands at the precipice of greatness. Its story is far from over; it’s a legacy in the making—one that continues to inspire marketers, brands, and dreamers across the continent. From Lagos to Abidjan, FK’s fingerprints are etched into the fabric of African marketing, a proof to what happens when vision, grit, and creativity converge.