It was General Colin Powell, the first African-American Secretary of State, who famously said, “Success is the result of perfection, hard work, learning from failure, loyalty, and persistence.” This quote aptly defines the journey of Oluseyi Afolabi Tinubu, a man determined to prove that success is earned through grit and innovation—not just lineage.
Parental influence undeniably plays a crucial role in shaping an individual’s path, offering emotional support and motivation. In Seyi Tinubu’s case, he has undoubtedly benefited from the encouragement of his parents. However, his achievements go beyond the privileges of his background. Rather than rely solely on his father, Nigeria’s President, Asiwaju Bola Ahmed Tinubu—Seyi set out to make his own mark in the business world, particularly in marketing communications and digital enterprise.
An Entrepreneurial Drive of His Own
Many assume that Seyi’s success is a direct result of his father’s influence, but the reality tells a different story. His primary goal has always been to earn the respect of his hardworking father. To achieve this, he ventured into entrepreneurship early, deliberately exploring industries distinct from his father’s political and business interests.
As an entrepreneur, Seyi’s journey has been filled with challenges, learning curves, and moments of reinvention. Today, he stands as the CEO of Loatsad Promomedia, a leading digital and out-of-home advertising company. While some obstacles were easier to overcome, others required him to pivot, gain new knowledge, and start afresh, without financial assistance from his father.
Forging His Own Path
After completing his studies at the Nigerian Law School and being called to the bar, Seyi faced a critical decision: pursue law or embrace the corporate world? He chose the latter, eager to chart a course independent of his father’s legacy. He teamed up with childhood friend Adenrele Olusoga to explore various business ideas, including a Netflix-style online movie streaming platform. Though that venture failed, it introduced him to the vast opportunities in the digital space, particularly in advertising.
Motivated by this realization, Seyi and Adenrele co-founded Loatsad Promomedia, focusing on digital and out-of-home advertising. They pooled resources from previous ventures, alongside contributions from his then-fiancée (now wife), Layal. With the necessary licenses secured, Loatsad quickly found its niche and has since made a significant impact in the industry.
With a team of young, ambitious professionals, Seyi transformed Loatsad into a formidable competitor. Over time, the company expanded its reach, leading to the establishment of SDM Communications, a firm known for pioneering digital media solutions in Nigeria.
Pioneering Deals in Digital Advertising
Loatsad/SDM has spearheaded several groundbreaking initiatives, including:
Serving as the exclusive partner for Truecaller’s after-call screen and in-app advertisements in Nigeria between 2016 and 2018, securing over 85% of the available inventory for top clients in banking, real estate, and FMCG sectors.
Becoming one of the first agencies in Nigeria to execute Snapchat digital advertising campaigns, starting in 2015, helping both local and global brands engage audiences.
Securing an exclusive reseller partnership with Shazam Ads in Nigeria from 2014 to 2018, before Apple’s acquisition of Shazam ended the agreement.
Collaborating with international platforms like WeTransfer, Admaxim, Rocketfuel, and Airpush to enhance digital advertising solutions in Nigeria.
A Vision Fueled by Determination
At the heart of Seyi Tinubu’s ambition is a desire to earn his father’s respect, not through inheritance, but through his own efforts. His dedication has propelled Loatsad into a leading force in African advertising, with aspirations to compete on a global scale. While he values his father’s advice, his success is the product of his own resilience, strategic thinking, and bold entrepreneurship.
Seyi’s story underscores a fundamental truth about business: success requires vision, determination, strategic financial planning, and the courage to take risks. He has shown that, while a name may open doors, it is one’s actions, decisions, and perseverance that truly define success.
