Marketing today is about crafting experiences that resonate, building connections that last, and driving results that matter. In this evolving landscape, where brands are constantly seeking new ways to connect with their audiences, one agency is pushing the limits of what’s possible.
The rules of marketing are being rewritten, and WhyFinite Martech Limited is leading the charge. With a deep understanding of the complexities of brand communication, WhyFinite is harnessing the power of data, creativity, and technology to craft compelling brand stories and amplify voices that resonate with audiences and stand out.
WhyFinite is in the business of finding, demystifying, and clarifying the WHYs then matching them with unending creative solutions by engaging people creatively and amplifying with digital marketing; building and nurturing customer relationships; simplifying the business process with customer-centric digital experiences; and leveraging the equity of other established brands.
The agency has distinguished itself as a rising star in the marketing services industry, delivering innovative solutions that meet the evolving needs of its clients. Through a strong focus on delivering values and results, WhyFinite Martech Limited has carved out a niche for itself, establishing a reputation for excellence and thought leadership. For continuously pushing the boundaries of what is possible in marketing services, WhyFinite Martech Limited has set a new standard for emerging agencies and has proven itself worthy of this recognition.
The Team Leader
Overseeing the WhyFinite highflying team as Founder/CEO is Bolaji Junaid, a marketing and brand management professional driven by a passion for problem-solving and exploring the extra in the ordinary.
After a career spanning over 15 years in leading marketing agencies, Junaid launched WhyFinite in 2022 with a philosophy rooted in understanding the “why” behind each challenge and providing innovative solutions.
Junaid began his career in 2009 with ‘Passion Concepts,’ a creative enterprise he founded and grew from a zero capital base to a turnover of over 2 million naira within a year as a student entrepreneur.
To gain more experience, he joined Insight Publicis in 2014 as an Executive Trainee where he learned the rudiments of Integrated Marketing Communications.
In 2018, he momentarily took a sabbatical break from the creative industry to explore opportunities in the Events industry where he successfully executed over 10 high-profile social and corporate events before he joined Ogilvy Nigeria in 2019 as Account Manager. While there, he worked on brands like 5Alive, Golden Penny, SARO Africa, and So Klin. He also played a key role in the successful relaunch of 5Alive in Nigeria with a record EOY sales.
In 2020, he rejoined Insight Publicis as Team Lead and Ag. Account Director on financial services portfolio to work on the Seven Up Bottling Company account
BUSINESS TERRAIN OF 2024
Speaking on the business terrain of 2024, Junaid described it as both challenging and eventful. He said, “The surge in inflation and exchange rates pushed Nigerian business leaders to think outside the box, driving innovation and cost-cutting measures to stay afloat.”
According to him, the marketing communications industry in Nigeria experienced significant growth in 2024, with revenues hitting ₦605 billion. This growth brought its own set of opportunities and challenges, requiring businesses to adapt quickly to evolving market dynamics. He noted that it’s been an exciting and demanding ride, and he’s proud of how his team at WhyFinite MarTech Ltd has navigated these changes.
2025 BUSINESS OUTLOOK
WhyFinite anticipates continued growth in the marketing sector in 2025. According to Junaid, consumers will demand more value from brands, and brands will have no choice but to provide possible alternatives that can accommodate dwindling purchasing power.
This will boost the need for marketing activities and such need would have to be met with smarter solutions in digital and technology-driven solutions that can easily tie all spend to profitability for brands.
“At WhyFinite, we are focusing on leveraging data-led strategies to provide innovative marketing solutions that meet the evolving needs of our clients,” he said.
Reflecting on the company’s impact on the marketing communications industry in Nigeria, Particularly in 2024, Junaid “In 2024, WhyFinite significantly impacted the industry by delivering innovative, technology-driven solutions,” he said.
According to Junaid, these solutions enhanced brand visibility and customer engagement for WhyFinite’s clients. He noted that the company’s efforts have been recognized within the industry, contributing to its growing reputation as an emerging leader in simple yet effective marketing solutions.
SIGNIFICANT STRIDES
According to Junaid, the company has made significant strides in its mission to blend technology with marketing services. “Over the past two years, we have successfully integrated technology into our marketing services,” he said. This integration has enabled the company to provide data-driven solutions that have enhanced client engagement and satisfaction.
WhyFinite approach has resulted in significant growth for its clients and has strengthened its reputation as a leading marketing technology firm. The company’s success can be seen in its work with diverse brands such as WIMBIZ, Mixta Africa, IfeanHealth, Lucozade, Sony, Midea Group, and many more, where the company has led successful campaigns that have driven real results.
As the agency continues to grow, it’s clear that the company’s client-centric approach has been a key driver of its achievements. Over the past year, WhyFinite has successfully established a two-way relationship with its clients, seamlessly integrating offline and online engagement in real time. This commitment to client satisfaction has led to numerous milestones, including the implementation of a functional feedback framework and the sharing of valuable research outcomes.
WhyFinite has equally prioritized customer needs, ensuring that every strategy, campaign, and solution developed by the organization is designed with clients’ best interests in mind. This approach has enabled the agency to position itself as a trusted advisor, invested in the success of its clients rather than merely serving as a service provider. As the company looks to the future, it’s clear that its client-centric focus will continue to drive its success.
2025 ACTION SPOTS
As various sectors gear up for growth, one thing is clear: innovation and marketing will be key drivers. Predictably, Tech-related solutions and the FMCG sub-sector will take centre stage, attracting a larger share of marketing activities. However, with consumers becoming increasingly knowledgeable and averse to traditional advertising, creating unique brand experiences will be a critical game-changer for industry players.
WhyFinite is poised for growth, focusing on developing proprietary tools and platforms to drive business expansion. This year, they are committed to solidifying their position in the industry by driving talent development and the agency is confident that it will not only stay ahead of the curve but also make a lasting impact in the marketing landscape.
EXPECTATIONS
As the calendar flips to 2025, WhyFinite is poised for a breakout year. With a clear vision and unwavering determination, the agency is setting its sights on substantial growth, strategic expansion, and cementing our industry leadership.
“We are committed to our mantra of Scaling to the Big Leagues, pushing boundaries, and delivering even greater value to our clients,” Junaid noted.
Junaid also revealed plans to expand WhyFinite’s operations beyond Nigeria. “We aim to establish WhyFinite as a leading marketing technology hub across the African continent,” he said.
FUTURE OF MARTECH
As the marketing communications landscape continues to evolve, Junaid acknowledged a significant gap in mentorship and professional development opportunities for the younger generation. To address this, WhyFinite has pioneered an innovative solution: BJuMP, the first-ever mentorship program and reality show for Corporate Africa.
BJuMP is designed to bridge the talent gap in the marketing, entertainment, and technology ecosystem by connecting young enthusiasts with experienced professionals. The program provides comprehensive guidance, training, and real-world exposure to current marketing practices and technologies. By fostering a supportive community, BJuMP enables emerging marketers to develop their skills, gain valuable insights, and build networks that will propel their career growth.
With three successful cohorts under its belt, BJuMP has already delivered impressive results: 23 mentees have graduated, and an active community of over 150 members has been established. WhyFinite aims to cultivate the next generation of marketing leaders, empowering them to navigate and excel in the dynamic field of marketing communications.
According to Junaid, technology will play a pivotal role in transforming Nigeria’s service industries. “Technology will enable more efficient operations and personalized customer interactions,” he said.
Junaid also emphasized that for Integrated Marketing Communications (IMC) and brands, adopting technological and data-led solutions will be crucial to staying competitive. “Brands must meet evolving consumer expectations, and technology will be essential in driving this,” he noted.