Dr. Tunji Olugbodi, Executive Vice Chairman and Group Chief Executive Officer of Verdant Zeal Group, has shared insights into the company’s unique philosophy that has shaped its growth and reputation over the years. Reflecting on the firm’s early journey, Olugbodi revealed that for its first five years, Verdant Zeal deliberately avoided describing itself as an advertising agency, instead positioning as a business solutions provider.
According to him in a social media post seen by Veracity Desk (veracitydesk.com), the decision was driven by a desire to shift industry conversations away from budgets and campaigns toward solving real business problems. “We wanted to begin somewhere else: What business problem are we trying to solve? What result does the client need? Which combination of strategy, communication and execution will produce that result?” he explained.
This approach, he noted, enabled Verdant Zeal to look beyond traditional advertising assignments, pursue overlooked opportunities, and focus on creating measurable value for clients. The philosophy was reinforced through three guiding commitments:
- OTOBOS (On Time, On Budget, On Strategy): Ensuring delivery meets agreed timelines, respects budgets, and aligns with strategic objectives.
- INNOVENTION: A fusion of innovation and invention to generate practical, impactful solutions.
- Win The Future Conference: An annual tradition that keeps the company focused on building the future and achieving results.
Dr. Olugbodi emphasized that advertising must serve clearly defined business objectives, and the way a company defines itself ultimately shapes the problems it notices, the opportunities it pursues, and the value clients expect.
“The lesson remains relevant today,” he concluded. “What practices in your organisation make its promise to clients more than a statement?”
