70 garlands for Bola Akingbade, a quintessential corporate leader

BY KESTER OSAHENYE

One of the definitions of leadership that got my attention as a postgraduate student was that of Peter Drucker, the Austrian-American revered thinker, consultant, educator, and author whose polemical writings and books contributed so much sound bites to management research in the 20th century than hordes of academics. Drucker said: “Leadership is lifting a person’s vision to high sights, the raising of a person’s performance to a higher standard, the building of a personality beyond its normal limitations.”

This definition exemplifies Bola Akingbade a marketing guru, corporate leader and strategist. The former chief marketing officer of MTN Nigeria. The man who turned many sleepy brands into market leaders. Today, as family and friends gather at Wheatbaker Hotel in Ikoyi, Lagos to celebrate this icon and uncommon leader as he turns 70, I want to give you a cursory perspective into his untainted leadership values, the tenets that stood him head and shoulders above his peers.

Akingbade is versatile and an amalgam of knowledge about every aspect of commercial growth for fast moving consumer goods and technology industry. There was insight aplenty in all his meetings, detailing some of the most compelling stories, he aligned local exigencies with outcome-based marketing strategies, and he challenged conventional frameworks to introduce some of the award-winning campaigns that got MTN several laurels when he was the CMO.

Before the advent of artificial intelligence and other generative AI like ChatGPT, Akingbade had established grassroots and other marketing paradigms to link passion points to all sponsorship toolkits, by establishing a well-resourced business intelligence unit. We saw true transformation in marketing by creating altruistic brand affinity with the customers through music, golf, polo, Kulturefests [community festivals], football, TV game shows, etc. He believes you can’t separate people from any product, he humanised the marketing mix.

Baba, as we fondly called him, believed that the positive externalities associated with telecoms must not be muddled up in techy aphorism and jargon. He advocated for simple but not simplistic marketing messaging on offline and online channels because the benefits from the products and services must appeal to a wider group than those using telecoms, because when you put technology in many right hands, great things happen.

He strongly championed actionable insights from BI [Business Intelligence], partnership with other technology solutions, and deep implementation roadmap and experience. This he achieved through marketing strategies that enhanced agility, resilience, and measurable growth.

Akingbade is a people-focused leader who never pays lip service to rewards and recognition; he lived it and pushed it to the front burner in all management meetings. He personally took my joint Chevening Scholarship with Vodafone Foundation UK, letter of offer to the erstwhile CEO of MTN Nigeria, Ahmad Farroukh, and got me approval even when the policy said I was not yet qualified for a study leave.

I am currently the president of the Chevening Alumni Association of Nigeria, one of the trajectories of my career made possible by Baba. He enthused that people can make all the difference on their transformation journey; he cited many endearing stories from his own career voyage.

He built strong and powerful networks. I recall when my team and I had a traumatic experience in Port Harcourt over corporate support and CSR. He personally called some people to quell the fire and stayed in touch with me until the entire issues were resolved. Two former governors described Akingbade as “not tribalistic”, “always supportive” and “brilliant”. The Igwe of Nnewi, Igwe Kenneth Onyeneke Orizu III, who sent a retinue of his traditional chiefs many years ago to Akingbade’s father’s funeral, described him in glowing terms as “kind hearted, generous, graceful and a promoter of cultural diversity in our nation”.

As his family and friends gather to celebrate the incredible and eventful life of 70 years, I also pause to honour the remarkable journey you have taken as our esteemed leader and cherished mentor. Your birthday marks not only a year added to your life but also a year added to the legacy of inspiration, guidance, leadership and success you’ve created.

In your role as a boss, you have been more than just a leader; you are a teacher, a visionary, and a beacon of wisdom. Your unwavering dedication to excellence has driven us to achieve new heights at that defining moment, pushing us beyond our limits and helping us discover hidden capabilities we never knew we possessed. Akingbade, your guidance was a compass that led us through challenges and opportunities, and your support was a shield that empowered us to face every obstacle with courage and equanimity.

Beyond the boardroom of Nigerian Brewery, MTN and other organisations where you worked, you have woven a tapestry of camaraderie, avuncular care and warmth, turning our workplace into a second home during those years. Your open-door policy, willingness to listen, and genuine concern for each of us have created an environment where collaboration and creativity flourish. I told my friends recently that apart from my late dad Humphrey Obodogor Osahenye, you are one man who valued the act of listening and delayed feedback as a multidimensional construct that makes every meeting effective and result-oriented.

Your ability to balance professionalism with compassion is a testament to your exceptional leadership style—one that’s as effective as it is inspiring. As we celebrate your 70th birthday today, I reflect on the countless lives you have touched, the careers you have shaped, and the positive changes you have brought about in our lives. Your vision has illuminated the path to success for many of us, and your humility has taught us that true leadership is about lifting others up and creating a pedestal that is devoid of all modicum of primordial sentiments.

May this birthday be a reminder of the impact you had on all of us. As we look ahead to many fruitful years, we are excited to continue learning from you, growing under your guidance, and witnessing the transformation you bring to our lives and future generations. Like the Bible said in Psalm 103:5 “who satisfies your mouth with good things, so that your youth is renewed like the eagle’s” (NKJV).

Seventy is the new 40. sir. Happy birthday, and God bless you.

Kester Osahenye is the president of the Chevening Alumni Association of Nigeria. He writes from Lagos.