Why long-standing brands deserve awards – Media strategist

Chief Executive Officer, Q-Media & Communications Limited, Samuel Ajayi, is a seasoned media strategist with decades of experience in the industry. While speaking with Biodun Busari, he provides insights into the challenges facing the industry

What motivated you to establish Q-Media & Communications Limited?

I have been in media practice for at least a greater part of 30 years, so I think this is my 27th or 28th year. I don’t know how to do anything other than media and related activities like writing. Of course, I want to provide services while also ensuring I can put food on the table

What has your experience been in media, marketing, and communications since you started?
Media practice is generally abstract; it’s a kind of service that people cannot see, only feel. This is why the British advertising tycoon, David Ogilvy once said, “A certain percentage of the advertising budget is actually wasted.”

However, that’s not entirely accurate. Media practice, especially media relations, is the vehicle on which public relations rides. In essence, PR thrives on good media.

Like I always tell people; it’s abstract—something people cannot see but only feel. For example, if you are providing media relations services for someone who initially has negative media coverage but later begins to receive positive coverage, it means you are doing well. However, the client might feel they haven’t received value for money because it’s not always something that can be easily quantified.
When big companies advertise, they are not trying to convince you to buy; the brand is already in your mind. Their ads focus on brand retention. Similarly, with major network providers, you don’t need an advertisement to buy data or recharge your phone; their advertisements serve to ensure the brand stays in your mindset.

This creates an emotional confidence that their brand is successful, allowing consumers to feel good about their choice.

Social media has also changed the landscape. In the past, if major news broke, you would have to wait for the next day’s newspaper to read about it. Today, within two hours, it’s all over social media. By the time traditional outlets like Punch, Guardian, or Vanguard report it, it’s no longer breaking news; they are providing analysis instead.

Some clients tell me they prefer social media to traditional media, but the only advantages traditional media has are authenticity, believability, and correctness. While I’m very active on social media, I won’t share any breaking news unless I’ve read it from a reputable source like Punch. In today’s world, social media also needs traditional media for authenticity. These are the realities I’ve encountered in the media industry.

Will you then support the government when it says social media should be regulated?

Regulating social media is not the real issue because it’s a double-edged sword. We must understand one thing: there is no freedom without responsibility. When you have a Facebook page, you take on the roles of reporter, planner, proofreader, editor-in-chief, and publisher—all at once. However, as a professional, you must verify a piece of news before sharing it or writing about it. Anyone can sit in the comfort of their bedroom and disparage another individual, but a professional wouldn’t do that.
In other words, while you can’t say social media shouldn’t be regulated, I believe it’s more about individual responsibility than government intervention or law. There are already three existing laws that address this, one of which is libel. Some people have exploited these laws to tackle the issue effectively.
For example, there was a case where a lady disparaged a man I know on Facebook, hurling insults and printable names simply because their relationship didn’t work out. She began to blackmail him, prompting the man to write a petition to the Ogun State Police Command. Since the lady resided in Ogun State, the police escalated the matter, traced her address, and arrested her.

She initially thought it was a joke, but she was detained for two days. They were planning to take her to court, at which point she began to cry and apologise, begging the man for forgiveness.

Eventually, he told her to delete the posts and that particular account, which she agreed to do. This is why the matter was not taken to court, although she had to open a new Facebook account.

In essence, people must understand the dangers of abusing social media. So, it’s not just about regulation; it’s about educating individuals that their freedom comes with certain responsibilities. There can be no freedom without responsibility. Just because you have access to social media in the comfort of your home doesn’t mean you can post fake news.

Your company is planning to host an award ceremony for professionals in the media industry. What is it all about?

It’s the Iconic Brands and Legends of Marketing Communications Awards. There’s a unique connection between brands and consumers—some brands evoke loyalty and emotional attachment. For instance, some individuals believe they cannot use any toothpaste other than some specifics. However, certain brands even become synonymous with their product category, and these brands deserve recognition too.

I recently returned from my hometown a couple of weeks ago and noticed the enduring presence of brands that have been around for a long time. We need to celebrate these brands, which must have been in the market for at least 10 years. It doesn’t have to be limited to consumer brands; it could include automotive or media brands as well. For example, Punch is a brand that many people trust, and if we read something in Punch, we consider it accurate.
This is a media brand that has built its reputation on authenticity, and we should honour such brands.

However, we are not just celebrating brands; we are also recognising legends in the marketing communications industry. I began reporting on brands about 27 years ago and can attest to how difficult it was at that time.

To create a high-quality TV advert, you often had to travel to South Africa or Britain for production, even if the filming took place here. Practitioners at that time didn’t have access to the technological tools available today, yet they produced award-winning campaigns that informed and entertained them.

One crucial aspect of advertising that people often overlook is that it must inform, entertain, and stimulate action. We are celebrating both the brands and the individuals who contributed to their success. Additionally, we will honour practitioners who have dedicated at least 35 years to the industry with a Lifetime Achievement Award.

There will also be a paper presented that day titled, ‘Marketing Communications in the Last 40 Years in Nigeria: Between Technological Innovation and Human Creativity’. This event is unlike any other award in the marketing communications industry, and it has received widespread recognition for its significance.