Technology Has Revolutionised the Outdoor Industry

Richard Oladeinde Vaughan, New Media & Innovations Manager, Corporate Media Ltd., shares his experiences as a fast-rising advertising practitioner since returning to Nigeria. Onyinye Obiweluozor writes.

I am Richard Oladeinde Vaughan, the New Media & Innovations Manager of Corporate Media Ltd.
My early years were at A.D.R.A.O International School before I left for St. Gregory’s College. It was the tradition for all boys in my family to go to St. Gregory’s and the girls to Holy Child College.
From 2000 to 2002, I attended Barnet College, Graham Park, United Kingdom and graduated with an A’ level in English Literature and Business Studies. Then I proceeded to the University of Bedfordshire where I graduated with a Bachelor of Arts in Business Administration.
After A levels, I gained some work experience. I also took part in trainings and seminars organised by National Institute of Marketing of Nigeria (NIMN). I have also participated in several in-house training for companies in such areas as diversity, doing business globally, managerial time management, creativity etc. I am processing my professional membership with APCON.
I worked with Rosetta Offonry & Co. Solicitors as an Office Administrator. In October 2002, I joined Virgin Stores as an Assistant Manager and then left in February 2003 for higher education.
After obtaining my degree in 2007, I started working with HMV UK Ltd on contract as a team member. Also in 2007, I worked with Rapspace.tv (Nimble Company, Canada) as a Public Relations Officer. I assisted in the official launch of the company in the UK via a live webcast from the West End in London.
Presently, I work with Corporate Media Ltd, an outdoor advertising outfit. We are a medium-sized company. I work in the new media and innovations department. My roles include identifying new products and innovations that will appeal to our clients and advertisers. I liaise with our clients and potential clients on the sort of solutions they need to get the most out of their brands or convey their messages effectively, keeping up to date with what is going on in the advertising industry around the world. This involves a lot of conversations with various companies and agencies in different countries; luckily we are in a global village.
I also work on the company’s image and how we can differentiate ourselves from other outdoor companies by using the tools at our disposal to keep us in our clients’ faces e.g. updating our website, using social networking sites to market our products and services to a wider market.
I have been with the company for almost a year now (started in March 2009) and in the last 12 months everyday has always been different because there’s always something new. Before I started this job, I always drove past billboards and adverts without putting too much emphasis on them. Now when I look at a board, I see things differently; I always want to know whose board it is, the artwork, finish, location and significantly, the impact.
I chose marketing and advertising because I am a very creative person with wild imagination and a good eye for new innovation. I have always been passionate about the creative side of advertising. I am keen on new avenues and unexpected ways of advertising that will always make people stare.
Looking at the media industry in Nigeria, I think the industry has come a long way. You hardly see clusters and unimaginative bill boards on our roads anymore, so a lot of praises to LASAA for taking a bold step in sanitizing the industry. Having been in this country for just about one year now, I am very pleased with what I’ve seen so far. A good number of agencies are doing excellent work encouraging creativity within the industry. We hardly see those generic adverts from the past anymore.
The embracing of digital media and technology by advertising companies has contributed greatly to the development of the media industry in Nigeria and in turn has brought about a lot of differentiation and competition amongst the practitioners.