Insight Redefini Group, Nigeria and West Africa’s largest integrated marketing communications network and a member of Publicis Groupe, has appointed Babatunde Olaifa as its new Group Chief Executive Officer.
For Olaifa, the appointment marks a significant homecoming. He returns to the organisation where his professional journey began more than two decades ago, bringing with him a wealth of experience across advertising, technology, education, business strategy, and digital transformation.
Reflecting on his new role, Olaifa emphasised the need for marketing communications agencies to evolve amid rapid global changes.
“I am returning with a deeper understanding of the challenges businesses face today,” he said. “The world has changed dramatically. Consumers are more connected, markets are more volatile, technology is evolving at an unprecedented pace, and organisations are under increasing pressure to deliver measurable value. The role of agencies must evolve accordingly.”
Olaifa noted that today’s businesses are seeking partners who can address complex challenges beyond traditional campaigns, including digital transformation, shifting consumer behaviour, data management, and operational resilience.
“Businesses are looking for partners that can help solve real problems, not just create campaigns,” he said. “The opportunity before us is to combine creativity, technology, data, strategy and culture to help clients unlock growth and navigate complexity. That is where the future of our industry lies.”
He highlighted the growing convergence of technology, artificial intelligence, and data as a chance for agencies to play a more strategic role.
“For years, creativity has been our strength. Today, we have an opportunity to complement that strength with deeper business understanding, stronger analytical capabilities and emerging technologies that allow us to create greater value for clients. Technology is not replacing creativity; it is amplifying what creativity can achieve.”
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Prior to his appointment, Olaifa served as Country Head of GoMyCode Nigeria, where he focused on digital technology education and talent development. His career also includes senior leadership positions at X3M Ideas, Prima Garnet Ogilvy, and Google, where he served as SMB Business Development Manager for Sub-Saharan Africa, driving digital adoption across the continent.
As he steps into the role, Olaifa said his focus will be on strengthening Insight Redefini’s integrated capabilities, fostering innovation, and building a culture of continuous reinvention.
“Insight Redefini has always been known for creativity, bold thinking and industry leadership. The next chapter is about building on that legacy while preparing for the future,” he said. “Our ambition is simple. We want to be indispensable to our clients… helping organisations navigate change and seize opportunities.”
The group described the appointment as a strategic move to reinforce its position as an integrated growth partner for businesses across Nigeria and West Africa. With access to Publicis Groupe’s global resources, technology, and data intelligence, Insight Redefini said it remains committed to delivering connected solutions that keep brands competitive and future-ready.
Insight Redefini Group is part of Troyka Holdings, West Africa’s leading marketing communications and business solutions group. Its portfolio includes Insight Publicis, Leo Burnett Lagos, All Seasons Zenith, Starcom Media Perspectives, Quadrant MSL, Digitas, and Publicis Nourish.
Olaifa described his return as both a homecoming and a call to action for the industry. “The industry is evolving, and so are we. This is a moment to rediscover our sense of adventure, embrace new possibilities and build stronger bridges between creativity and business growth.”
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