Yetty Oyinlola Ogunnubi is one of Nigeria’s leading Public Relations professionals and the founder of The YD Company a part of YD Limited, a hybrid PR firm in Lagos. Her career path in the creative industry was cast in stone as she was born to a family of artists – both parents are exterior decorators. Some of their iconic works are unmistakable on several monumental buildings across Nigeria.
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What inspired you to set up The YD Company, a leading hybrid
public relations firm in Lagos and when did you set it up?
The inception of The YD Company was a culmination of my
deep-rooted passion for creativity and communication. Having worked in various
capacities within the Creative, PR and marketing industry, I felt a growing
desire to create a platform that would truly reflect my vision for
transformative brand development and strategic communication. It was in 2016
that I decided to take the bold step and establish YD Agency now The YD Company
in Nigeria.
My inspiration came from a fusion of my artistic background,
international exposure, and the realisation that there was an evolving need for
innovative PR approaches tailored to the unique African landscape. I wanted to
bring my expertise back to my roots and contribute to the growth and elevation
of businesses across various sectors in Nigeria and beyond.
Your brand development and PR work are focused on
hospitality, fashion, arts, and corporate sectors. Was it a deliberate focus on
these key sectors, or did it happen by chance?
The focus on these sectors wasn’t a mere coincidence;
rather, it was a carefully curated strategy based on a combination of my
personal interests, professional experiences, and a keen understanding of
market trends. My upbringing both in Lagos, Ogun state and London exposed me to
the rich tapestry of art, fashion, and vibrant culture, which naturally
nurtured my affinity for these fields. Moreover, having worked on numerous
successful projects in these sectors, I recognized the potential to make a
substantial impact and fill a niche in the market.
Did your upbringing influence your choice of career, or did
you just find yourself in the business of PR?
My upbringing played a pivotal role in shaping my career
path. I was born into a family of artists, and from a young age, I was immersed
in the world of creativity and self-expression. This upbringing instilled in me
a deep appreciation for art, design, and aesthetics. Additionally, my
experiences in London, where I was exposed to diverse cultures and cutting-edge
fashion, further fueled my passion for communication and branding. So, in a
way, it can be said that I followed a path that felt like a natural extension
of my background and interests.
Can you take us through the journey of building your brand today, including challenges and opportunities?
The journey of building The YD Company has been a remarkable
one, filled with both challenges and opportunities that have helped shape the
agency’s identity. Starting out, I encountered the challenge of establishing
credibility in a highly competitive industry, especially as a woman. However, I
leveraged my extensive experience and focused on delivering exceptional
results, which gradually earned the trust of clients. Opportunities emerged as
I collaborated with visionary clients who believed in my strategic approach and
creativity. These collaborations allowed me to showcase my unique methods and
build a strong portfolio. Over time, networking and word-of-mouth referrals
became significant drivers of growth for the company. Challenges, such as
navigating economic fluctuations and adapting to ever-evolving digital
landscapes, have spurred us to continuously innovate and refine our strategies.
As Nigeria’s economy continues to face challenges and
clients seek more affordable services, how do you balance offering top-notch
services while keeping them affordable?
The economic climate indeed presents its challenges, but I
firmly believe that quality should never be compromised. To strike this
balance, The YD Company employs a multi-faceted approach. We prioritise
efficiency and resource management, ensuring that every aspect of our services
adds genuine value to our clients. Embracing technology has also allowed us to
optimize processes and streamline costs without compromising on excellence.
Moreover, we offer customized solutions that cater to the
specific needs and budgets of our clients. This personalized approach helps us
deliver results-driven campaigns while ensuring that the client’s investment is
maximized. It’s about striking the right balance between innovation,
efficiency, and client satisfaction.
Who are your role models and why?
One individual who has profoundly shaped my life and serves
as my ultimate role model is my mother. She has been a constant source of
inspiration, strength, and unwavering support throughout my journey. Her
resilience, compassion, and dedication to her family and community have left an
indelible mark on me. Growing up in a family of artists, my mother’s creativity
and artistic talents were not just limited to her work but extended to the way
she approached life. Her ability to find beauty in the everyday and transform
the mundane into something extraordinary taught me the value of perspective and
the importance of nurturing one’s creativity.
But beyond her artistic endeavors, it’s her kindness,
empathy, and ability to uplift others that truly set her apart. She instilled
in me the belief that success is not just about personal achievements, but
about the positive impact we make on the lives of those around us.
My mother’s influence is interwoven into every aspect of my
life and career. She continues to be my guiding light, reminding me to stay
grounded, remain authentic, and always extend a helping hand to those in need.
She embodies the values I strive to uphold, and her legacy fuels my passion for
creativity, community engagement, and making a meaningful impact.
You have achieved a lot as a woman and built a client base
that is quite admirable. How were you able to defy stereotypes to build a PR
empire as a woman?
Defying stereotypes has been a transformative journey, one
that requires a strong sense of self-belief, resilience, and a refusal to be
limited by societal expectations. While the PR industry has traditionally been
male-dominated, I embraced my uniqueness as a woman and positioned it as a
strength. Instead of viewing my gender as an obstacle, I harnessed it to bring
fresh perspectives, creative approaches, and a deeper understanding of evolving
trends.
I have always been results-oriented, and I focused on
consistently delivering exceptional outcomes. My commitment to continuous
learning and staying ahead of industry trends allowed me to build a reputation
as a forward-thinking professional who brings innovative solutions to the
table. Ultimately, by demonstrating my expertise and consistently exceeding
expectations, I was able to shatter preconceived notions and establish myself
as a leader in the industry.
Were there times when clients became skeptical of your
ability to deliver on services simply because you are female? When this
happens, what is often your response, and how do you prove beyond reasonable
doubt that you can deliver on the job?
Yes, there have been instances where clients initially had
reservations due to my gender. However, I’ve always approached such situations
with a mix of grace, confidence, and the undeniable results my team and I can
provide. I make it a priority to establish a strong rapport with clients,
engaging in open conversations to address any concerns they might have. By
demonstrating a comprehensive understanding of their needs and showcasing case
studies of successful projects, I prove that my capabilities are not determined
by my gender but by my track record and expertise.
Moreover, I believe that actions speak louder than words.
Through strategic planning, meticulous execution, and consistently surpassing
their expectations, I’ve consistently transformed skepticism into trust and
admiration. It’s about consistently showcasing the value we bring and
emphasizing that my team’s gender doesn’t hinder our ability to excel.
What specifically differentiates The YD Company from other
PR firms offering brand development, public relations, and marketing services?
The YD Company stands out due to our hybrid approach that
blends creativity, strategic thinking, and a deep understanding of both global
trends and local dynamics. Our commitment to staying at the forefront of
industry shifts ensures that our strategies are not only innovative but also
adaptable to changing landscapes.
Additionally, our dedication to personalized service sets us
apart. We take the time to genuinely understand our clients’ goals, values, and
unique challenges, tailoring our solutions to align with their brand identity.
This holistic approach, combined with our experience across diverse sectors,
positions us to deliver comprehensive campaigns that transcend traditional PR
methods.
Lastly, our emphasis on social impact and community
engagement underscores our commitment to making a difference beyond business
transactions. This is reflected in our involvement with various philanthropic
initiatives and our dedication to nurturing young talent through the YD
Foundation.
Any plans to diversify into other things in the nearest future?
Indeed, the world of communication is ever-evolving, and I
am always exploring new avenues to expand the scope of The YD Company’s
influence. While our core focus remains on brand development, PR, and marketing
communications, I am deeply interested in harnessing emerging technologies,
such as AI and virtual reality, to further enhance our services. Additionally,
I am passionate about exploring opportunities to amplify voices through
multimedia platforms, such as podcasts and video content, to create more dynamic
and engaging storytelling experiences.
Also as an ardent creative, art, and fashion enthusiast, I
am deeply passionate about creating platforms for creative individuals.
Currently, I am actively involved in the development of one of my brands,
FashionEVO, which will be revealed later this year. Stay tuned for exciting
updates!
Do you have any regrets you wished that if you were able to
turn back the hands of time, you’d be able to fix?
Regrets are part of any journey, as they offer opportunities
for growth and learning. Looking back, I might say that I wish I had embraced
risk-taking earlier in my career. There were moments when I hesitated to pursue
certain ventures due to fear of failure or stepping out of my comfort zone.
However, I’ve come to understand that growth often emerges from taking
calculated risks and stepping into the unknown. These experiences shape
resilience, innovation, and a broader perspective.
However, I also firmly believe that every decision I’ve
made, even those I might initially label as “regrets,” has contributed to my
personal and professional development. They’ve taught me valuable lessons,
pushed me to adapt, and have ultimately led me to where I am today.
Where do you see The YD Company in the next 10 years?
In the next 10 years, I envision The YD Company as a
trailblazing global entity, recognized not only for its creative excellence but
also for its contributions to shaping the narratives of brands and communities
around the world. I see us pioneering innovative strategies that seamlessly
integrate technology and creativity to deliver unparalleled value to our
clients. Our commitment to social impact will continue to expand, with
initiatives that empower individuals and uplift communities. Furthermore, I believe
The YD Company will be a hub for fostering young talents and nurturing the next
generation of communicators and PR leaders. As we grow, we will maintain our
personalized approach, ensuring that every client’s journey with us is
transformative and tailored to their unique aspirations.
Ultimately, my vision is for The YD Company to be synonymous
with transformative storytelling, strategic innovation, and a force for
positive change on a global scale. Just as our journey thus far has been
defined by passion and commitment, our future will be marked by unwavering
dedication to excellence and the empowerment of others.