The Inspiring Journey of Sir Steve Omojafor: A Tale of Legacy and Achievement

Sir Steve Omojafor, the founder of STB-McCann, a leading advertising agency, has recently reached the milestone of 80 years. In a conversation with IYABO LAWAL, the esteemed marketing communications expert reflects on his exceptional life and influential career in the advertising realm. He recounts his beginnings as a reporter at the Daily Times, his shift to advertising, his pioneering roles in the industry, and the secrets behind his continued longevity, among other topics.

What motivated you to become a journalist?

I have always had a love for writing; during my teenage years, I frequently submitted letters to the editor of local newspapers. There was even a time when my principal at St. Gregory’s College cautioned me about writing too frequently concerning the school. However, my passion was unstoppable. I pursued mass communication in university, which felt like a natural fit. I fondly remember writing about social issues and current events, constantly eager to expand my knowledge. My professors motivated me to follow a journalism path, and I was fortunate enough to secure a position at the Daily Times.

What was your experience like during your time at the Daily Times?

It was an amazing time. I worked as both a reporter and a sub-editor, collaborating with some of the finest journalists in the nation. I reported on significant events, such as the announcement in 1976 about Nigeria's unpreparedness for civilian governance. It was a thrilling period to be in journalism.

One notable interview was with a Nigerian who had come from Iceland. Iceland, being a frigid, arctic locality, made it special that he was visiting Nigeria for the first time after his move from England.

This story made waves, featured in the Sunday Times, and earned appreciation from Sam Amuka.

Additionally, I wrote pieces about a burial ground project where coffins floated during heavy rains. Those were significant stories for me.

I also interviewed a man known as Sunny Gbokugboku, who had quite the reputation. He would prepare deceased bodies for burial and transport them himself, leading to misconceptions that he was dead as well. My stories typically revolved around human interest angles that resonated with people. In those days, there was no technology or AI to aid in storytelling; everything required a personal touch.

I spent long hours pursuing stories and meeting tight deadlines, which greatly enhanced my skills and helped me establish valuable contacts.

Why did you choose to transition into advertising?

I worked at the Daily Times for several years, not because of financial dissatisfaction; money wasn't a significant worry back then, as our needs were modest.

However, after two years, I was to be appointed as assistant editor for one of our publications, only to realize some internal politicking was afoot. Additionally, the military regime under General Muritala Mohammed impacted us all. Some senior staff pushed for removing Babatunde Jose, an influential figure in Nigerian journalism and the Daily Times' chairperson, due to concerns regarding his influence.

With tensions rising and the work environment becoming untenable, I considered it unwise to let such politics hinder my career.

I made the change to Lintas Advertising, which was conveniently located nearby, where some friends from my past were already employed. The hiring process was lengthy, but ultimately, I secured a role there, marking a significant turning point in my career.

Even after leaving, I continued writing columns for the Lagos Weekend and the Evening Times, the latter edited by my friend, Amuka Pemu.

Obtaining a position at Lintas Advertising was a leap forward, where I collaborated with many gifted individuals and gained substantial knowledge about the field. Eventually, I moved on to establish my agency, Roosevelt Advertising, alongside two colleagues. While it was a risk, I believed in my capabilities and was eager to carve my niche in the market.

What challenges did you encounter throughout your career?

Establishing a business from the ground up was extremely challenging, particularly in the 1970s. We had to think creatively and resourcefully to survive. Our commitment to our goals kept us motivated, even requiring us to work long hours without compensation and be cautious with our expenses. Yet, witnessing the fruits of our labor as our venture flourished made it worthwhile.

What would you advise young individuals looking to enter advertising?

Be prepared to embrace risks and make sacrifices. The industry is challenging, but it can yield great rewards if you are passionate. Stay open to learning and adapting as the field evolves. Don't hesitate to ask questions or take on new challenges, and always remain true to your core values.

Reflecting on your successful career, what accomplishments are you most proud of?

I take pride in having established a thriving business and contributed positively to the advertising landscape in Nigeria. Additionally, I married in 1975 while at Lintas, and my wife and I have now been married for over 50 years and have raised three wonderful children. I cherish their support and love, and I hold my family and the values I shared with them in high esteem.

In retirement, I chose not to engage in numerous business ventures, adhering to my belief that we should manage our desires. Observing others accumulating enormous wealth makes me ponder, as I have always felt that one can only occupy one side of a bed or drive one car at a time. Contentment is key, and cultivating it can greatly enhance our society.

Now at 80, what do you attribute to your longevity?

I believe it’s a blend of hard work, good health, and unwavering faith. I prioritize self-care and staying active, supported by a loving family and friends. I also maintain a positive outlook and focus on life's blessings.

What challenges do you see currently facing the advertising sector?

The most pressing challenge is keeping pace with rapid technological advancements and shifting consumer behaviors. The industry is in constant flux, which necessitates agility and innovation from agencies. However, I view this dynamism as exciting and believe the sector will continue to evolve in fascinating ways.

What message do you wish to communicate to your younger self and today's youth?

I would convey that it’s never too late to embark on a new journey or follow your passions. Embrace risks, maintain your authenticity, and always stay true to your values. Additionally, remember the importance of supporting your community and nurturing the next generation.

What are your plans moving forward?

I still enjoy my work and intend to continue as long as possible, contributing to both the industry and my community. I aim to keep inspiring and mentoring those who are just starting their careers.

What factors contribute to your success?

I attribute it to a blend of hard work, determination, and a stroke of luck. Staying true to oneself and one’s values, and consistently striving to do the right thing have been pivotal in my journey.

Surrounding myself with supportive and encouraging individuals has also been essential.

You’ve received numerous accolades for your industry contributions; which are you most proud of?

I take pride in the recognition I have received from my peers and the industry at large for my work. My awards include the Officer of the Order of the Niger (OON) and the Knight Commander of St. Sylvester. However, my greatest pride lies in witnessing my impact on the industry and the lives of young professionals.

What guidance would you offer to budding entrepreneurs?

Taking risks and experimenting with new ideas is essential. Embrace potential failures, as they are part of the learning curve. Always uphold your integrity and consistently strive to do the right thing. Don't shy away from seeking assistance and support when needed.

What qualities do you consider vital for a successful entrepreneur?

A successful entrepreneur should embody passion, determination, and resilience. Passion fuels your work, determination drives you to succeed, and resilience helps you recover from setbacks and continue advancing.

You actively engage in various philanthropic endeavors; what motivates your commitment to give back?

I feel it is our duty, as successful individuals, to give back to society and help guide the next generation. Having experienced a fruitful career, I wish to use my resources to make a meaningful impact. I believe education and mentorship are crucial in unlocking young people's potential, which is why I participate in initiatives that support education and entrepreneurship.

What do you perceive as Nigeria's most pressing challenges?

Corruption, poverty, and inadequate infrastructure are major challenges facing Nigeria today. We must confront these issues and strive to build a fairer and more prosperous society, starting with education and empowerment among the youth eager to drive change.

What message would you like to convey to Nigerians?

We are a nation filled with potential, and we must collaborate to secure a better future for ourselves and our children. Our focus should be on education, entrepreneurship, and innovation. Supporting one another in our endeavors will pave the way for success. With determination, hard work, and a touch of luck, we can achieve greatness and improve Nigeria for everyone.