Led by Kafilat Oladimeji Awotayo, Yellow Company is focusing on bridging international luxury brands with local retailers in Nigeria.
Yellow Company, a creative marketing agency based in Nigeria, is strategizing to enhance its role in the burgeoning luxury market of the country. Founded and led by Kafilat Oladimeji Awotayo, the agency operates under two divisions—Yellow Company and Yellow Creative Agency—offering a wide range of marketing solutions. In a recent interview with Businessday, Awotayo detailed the company’s vision, operational structure, and future plans.
Yellow Company emphasizes a comprehensive approach to marketing, providing 360-degree services that include strategy development, digital marketing, social media management, and public relations. Awotayo expressed a desire to position the agency as a bridge between international luxury brands and local markets in Nigeria. “We aim to be a bridge for international luxury brands entering Nigeria, connecting them with local retailers and partners,” she said.
The agency’s focus on data-driven strategies sets it apart in Nigeria’s competitive marketing landscape. Awotayo highlighted the importance of utilizing data to inform strategies and enhance emotional intelligence, stating, “We are a data-driven organization… understanding data informs our strategies.” This emphasis on analytics aims to foster deeper connections with audiences and support sustainable marketing efforts.
Reflecting on her background, Awotayo shared how her previous experiences at various companies shaped her approach to running Yellow Company. Early in her career, she worked as an intern at Pulse and later at Anaco marketing agency, where she gained exposure to a myriad of industries, learning the significance of structure and authenticity in business. “I learned about structure, building teams, and the importance of self-development and honesty,” she noted.
Currently, Yellow Company comprises a core team of four permanent staff members, including a Chief Operating Officer (COO) and junior account managers. Awotayo has plans to launch an incubation program entitled “Creatives in Common” to nurture incoming talent, enhancing the agency’s capacity and sustainability. This initiative aims to educate interns about corporate frameworks and foster the next generation of account managers.
Challenges remain for Yellow Company, particularly in educating clients about the integral role of public relations in overarching marketing strategies. Awotayo addressed the obstacle, pointing out that many clients view public relations as an afterthought. “Clients need to understand that public relations should be part of the initial strategy, working alongside management and marketing teams,” she explained.
With International Women’s Day recently observed, Awotayo discussed the specific challenges faced by women in business, noting that underestimation and societal constraints are prevalent issues. “Women are underestimated… many internalize these limitations,” she said. She advocates for collaboration and self-advocacy among women, and emphasizes the power of collective action in overcoming obstacles.
Looking ahead, Yellow Company aims to target the fragrance and luxury markets, which are gaining traction in Nigeria. Awotayo mentioned recent collaborations with brands like Clive Christian, indicating a proactive approach to integrating international luxury brands into the Nigerian market. Additionally, the creative division will enhance talent representation, with forthcoming announcements regarding new signings in sports and lifestyle sectors.
Despite the competitive landscape, Awotayo views other agencies as opportunities for learning and collaboration rather than adversaries. She believes in the potential for collective achievement through partnerships, stating, “I am also a strong believer in collaboration.”
As Yellow Company progresses in its initiatives and strategies, the agency’s commitment to authenticity, data-driven decision-making, and supporting local markets positions it as a notable player in Nigeria’s evolving marketing scene.
Source: Noah Wire Services
