Navigating the Future of Outdoor Advertising: An Exclusive Interview with Executive Director at Neighbourhood Outdoor Media Limited

Wole Adesina
Executive Director, Neighbourhood Outdoor Media Limited

Wole Adesina is a forward-thinking sales and marketing professional with over 13 years of experience spanning Information Technology, Advertising, Telecommunications, and Retail sectors. He holds a Second-Class Upper degree in Business Administration from the University of Benin and a Master’s degree in Marketing from Ladoke Akintola University of Technology. Over the years, Wole has honed his expertise through professional training from top institutes in Nigeria, allowing him to lead strategic growth at Neighbourhood Outdoor Media Limited.

Can you share your journey to becoming the Executive Director Commercial at Neighbourhood Outdoor Media Limited? What inspired your career path?

“My career began in the telecom industry with Globacom, where I quickly advanced to the role of Area Manager in Plateau State. This early exposure to the fast-paced telecom environment sparked my interest in marketing. I later transitioned to Afromedia, one of Nigeria’s leading advertising firms, where I held positions as Channel Sales Manager and eventually Head of Sales and Marketing. After gaining extensive experience in the advertising space, I was driven by a desire to push boundaries, which led me to Neighbourhood Outdoor Media as Executive Director, Commercial. My passion for strategic growth and innovation in advertising has been the core motivation throughout my journey.”

With over 13 years of diverse industry experience, how have these roles shaped your leadership and decision-making approach?

“My career across IT, advertising, telecommunications, and retail has given me a broad understanding of market dynamics and consumer behavior. This exposure has been invaluable in honing my strategic decision-making skills, allowing me to anticipate challenges and capitalize on opportunities. In leadership, these experiences have taught me the importance of adaptability and empathy. I’m able to manage diverse teams effectively while fostering a collaborative work environment. Success in today’s market requires leaders who can inspire confidence and focus on long-term goals, and these experiences have shaped me into a leader who prioritizes both.”

How does your academic background in Business Administration and Marketing contribute to your role today?

“My academic foundation in Business Administration has provided me with the essential tools for effective decision-making, financial management, and business operations. My marketing education enhances my understanding of consumer behavior and market trends, enabling me to create campaigns and strategies that resonate with our audience. This combination has been crucial to my role at Neighbourhood Outdoor Media, where we constantly innovate to maintain our market position and ensure client satisfaction.”

Can you elaborate on your responsibilities as Executive Director Commercial and how you balance strategic planning with daily operations?

“My primary responsibility is to oversee our commercial strategy and revenue-generation activities, which includes everything from developing competitive strategies to managing key client relationships. Balancing strategic planning with daily operations requires a clear prioritization system. I rely on a strong team and effective delegation to ensure that both short-term operational needs and long-term strategic goals are met. It’s a constant balancing act, but with the right processes in place, it’s achievable.”

Can you highlight a recent project you’ve led? What challenges did you face and what were the successes?

“Recently, we launched a small format outdoor project in a previously untapped market segment. Entering a new market comes with its set of challenges, including accurately forecasting demand and understanding customer preferences. Additionally, coordinating efforts across multiple departments led to some delays in the execution process. However, we tackled these challenges head-on, and despite the hurdles, we successfully penetrated the market, meeting and even exceeding client expectations.”

Neighbourhood Outdoor Media Limited prides itself on timely project delivery. How do you ensure your team consistently meets these expectations?

“Delivering projects on time is crucial in our industry, and achieving that requires meticulous planning, clear communication, and proactive risk management. As a leader, I ensure that everyone is aligned on our goals and timelines. We emphasize strong leadership, team motivation, and the importance of meeting deadlines while maintaining quality. This focus on execution has helped us maintain our reputation for delivering results.”

How do you ensure that Neighbourhood Outdoor Media Limited maintains its competitive edge in service delivery, rate competitiveness, and market intelligence?

“Consistency and innovation are key. We continuously monitor market trends and listen to our clients’ needs, ensuring that we’re not just reacting to the market but proactively setting the pace. Investing in our team through training and fostering open communication with our clients are some of the strategies we use to ensure our services remain competitive and relevant.”

With a focus on innovative Out-of-Home solutions, how do you stay ahead of industry trends and incorporate new innovations into your strategies?

“I believe that staying ahead in our industry requires constant learning and adaptation. I stay updated by following industry reports, attending conferences, and subscribing to publications that track the latest trends. On the technology front, we’ve invested in cutting-edge tools like AI-driven analytics and programmatic advertising. This allows us to refine our strategies and offer clients innovative solutions that set us apart from the competition.”