Dr. Tunji Olugbodi FRPA, FNIM, the Executive Vice Chairman and Group Chief Executive Officer of Verdant Zeal Group; a multi-disciplinary marketing and communications outfit with two international branches in key locations across the West Coast of Africa, started out as a journalist in The Guardian, but he keeps evolving and today he has many caps to his heads. Olugbodi, who will clock 60 years tomorrow, share his thoughts on a number of issues about life and his profession in this chat with GBENGA SALAU.

How do you feel celebrating 60 in a country where life expectancy is around 55?
For me, I take it from three perspectives. First is gratitude to God almighty – because it is God’s grace that has kept one and helped me to survive all these years. Second is one of new lease – at 60 I don’t have anything new to prove and yet I have the opportunity to literally start life all over again at a different pace, with a different view and a renewed trajectory, with a lot more intentional step. Third is one of privilege, that through thick and thin, God is giving me the opportunity to “number my days that I may apply my heart to wisdom” (Psalm 90:12). Becoming a rarefied ‘senior citizen’ is indeed privilege that is not given to all. So, in spite of the challenges we are facing as a nation – which can distract us from the essence of God’s inimitable role in our lives, we have every reason to be grateful and celebrate. I am certainly thankful to God for His faithfulness.

What are the things and learnings that you would say life have taught you over the years?
One thing is that life is in phases and the way we evolve over time speaks volumes about our person and the progress we make, our choices and the chances that are open to us. The lessons are many but I will share about two or three that I consider germane. On happiness – happiness and fulfillment is a self-generating self – sustaining phenomenon that can only be regulated by yourself. Your happiness is defined and dependent on the choices you make in life. If you set unrealistic expectations based on other peoples parameters, there is the likelihood that you will never find fulfillment. So, moderate your aspirations to fit your person. Be comfortable in your skin. Questions are similar, but the marking schemes differ.

Second lesson is that life is dynamic. Yorubas have a saying “igba o lo bi orere, aye o to bi opa Ibon” meaning life is full of curves and turns and never linear. So, it helps in terms of risk assessment to always have a plan b, c, d , e to whatever stage you anticipate. I am an advocate of always anticipating the the alternative options and never to be caught unawares, as much as God gives you the grace. This speaks to having a well honed mindset and strong mental fortitude to withstand challenges when the twists and turns come up, knowing that they are part of the design in the roadmap to success.

Third lesson for me is to minimize the inclination towards regrets by finding purpose beyond the mundane. What this may likely mean is that we will commit to endeavors that do more for the common good and perhaps the vulnerable in the community. So, no matter how rich we become, we will realize that the true meaning of wealth is when it makes life better for others in a non-condescending, non-patronizing manner.

Finally, never seek any validation beyond God’s validation in anything you did. Because it is only God who can never let you down or disappoint you.

When people are approaching 60, some people argue it is time to slow down, what are your plans for the future?
My plan is to be a lot more matured in my approach to life. I have set my sight on breaking new grounds, on doing new things personally and professionally. I am committed to mentoring and growing more people in the paths of progressive entrepreneurship. I do not believe in the concept of “retirement”. I believe in recalibration. This will mean the knowledge of the past 35 years plus will go into a new pre mix being readied for the future where I am part learner and part educator. The future will benefit from the knowledge of the past because today is already becoming the past with busy motion not standing still. So life is a continuum, just that the pace and circumstance will differ. I certainly want to take the fresh air as the train tugs along. I’m learning (how) to sleep more, move more, eat healthy, laugh more (especially at myself) throw out the meaningless numbers, complain less, see the humor in everything, thank God more, be grateful for all the people in my life, and continuously celebrate my country Nigeria.

You are renowned as a great Advertising professional, how did you come into advertising?
I came into advertising by choice after starting my career in journalism. I wanted to experience a different arm of communication and advertising offered me that opportunity. I ventured out first as a copy writer before transforming into client service/business development and strategy. I was privileged to have worked with some of the very best hands in the industry and later, to have birthed and also nurtured a number of professionals who continue to hold their own in and out of the industry. It’s been quite a journey, really.

What motivated you into starting an agency and not just sticking to being in the industry as an employee?
Simply put, the quest for professional fulfillment and to add value. I had specific ideas about frontline certain concepts and delivery practices and this could only be done by being the primary driver. For 17 years as Verdant Zeal, we have run the Open Brand Probe (OPB) for instance – which helps to improve the vital interface of brands with the different stakeholders, defending the equity value. For 12 years, we have committed our own resources to the renowned “Innovention Series” which is our strategic thought leadership intervention in the area of requisite leadership needed to leapfrog Africa using creative technologies and secular economic options. With this, we have featured political leaders (president, governors, and ministers) academia, captains of industries, creative and cultural aficionados etc as part of the discourse. We have partnership with at least, six leading private universities, we have organized master classes, we have some round tables around the country and now we are at the verge of solidifying conventions around using AI in more formal engagements across all initiatives. We have had collaborations across the west coast of Africa and continue to sustain interests beneficial to Nigeria at different settings. So, really, it’s about adding practical and pragmatic value to the industry in more ways than one.

Many no doubt look up to you as mentor, what advise do you have for young people who want to get into advertising or those who already are as green horns?
I will simply say passion makes all the difference. It’s one thing to desire a job (Just over Broke) or a career. It’s another thing to want to excel and make a difference, so you don’t just coast and pass like a ship sailing on the waters on a dark night. Be passionate. Seek a niche to make a mark. And never forget that what takes you there will never keep you there.

Who is Dr. Tunji Olugbodi?
An easy-going child of God who loves to stay in his own lane doing his own thing. Nigeria is always described as having potential, why in your opinion, do you think Nigeria has not truly surpass it’s many teething problems to become a developed nation?

It simply boils down to lack of visionary leadership with the political will to deal with the multifarious issues confronting us. In truth, whoever God has chosen to lead will be someone willing to commit what I call ‘class suicide’. Our problems are deep, ingrained and long standing. To clean it will not be a tea party and there will be no magic wand. Let’s be clear about that. We need a rebirth that involves national values orientation – that’s fundamental. The second is the need for strong institutions – the culture of impunity cannot make anything worthwhile happen. Again for me as a person this is where benevolent dictatorship comes in.

Study every society that has grown and continues to grow. There is a collective submission to law and order where the rule of first amongst equals rules. Anything apart from that is wishful thinking. The third is what I will figuratively call remission. There can be no forgiveness without remission. Please understand that I am not speaking spiritually only but figuratively. But the good news is that for those of us who are incurable optimists, we will see Nigeria emerge for peace, prosperity and progress even in our life time. And this is not wishful thinking.

How do you feel celebrating 60 in a country where life expectancy is around 55?
How do you fand learnings that you would say life have taught you over the years?
When people are approaching sixty, some people argued it is time to slow down, what are your plans for the future?
You are a great Advertising professional, how did you come into advertising?