Ebo Urenwoke, Managing Director and CEO of ResQ Promotions, is renowned for creating memorable brand experiences through experiential marketing. While his creative mindset, visionary thinking, and resilience have established him as a leading figure in Africa’s marketing and public relations industry, it is his empathetic leadership that truly sets him apart. “I believe strongly in being empathetic as a leader, and that has worked positively for me in many situations,” Ebo says.
His insatiable curiosity drives him to better understand brands and their customers, while his grace and persistence help him handle queries and controversies with ease. Most importantly, he is strong-willed and constantly strives to achieve his dreams and set the pace for growth and excellence. Ebo tries to do everything in his power to accomplish the goal he dreams of.
From Creating Memorable Experiences to Experiential Marketing
The young Ebo was passionate about entertainment. His inspiration to pursue a career in experiential marketing – which creates memorable brand experiences for customers – also stems from his love for it. “Entertainment is all about creating memorable experiences,” he points out.
After graduating from Ondo State University in the 1990s, Ebo worked with popular music business mogul Eddy Lawani. “I was so interested in the music industry that I chose to mentor under Eddy Lawani & Associates,” he recalls. “This gave me the opportunity to work on magnanimous industry projects like Lekki Sun Splash, LOUD in Lagos, Kicking in Kano, and more.”
He also engaged in the artiste management space, managing talents such as Dr. Alban, Mike Okri, and The Felix and Moses duo. According to Ebo, he soon received a call from Kunle Onime about a new South African venture in town – Group Africa Marketing, led by Mike Boon, an ex-military officer. Initially, he was reluctant to leave his then current position.
“I was hell-bent on staying where I was,” Ebo recalls, “but Eddy Lawani, my mentor, convinced me to learn from this opportunity, even if I wasn’t planning to practice the business long-term.” He suggested these skills could serve as an amplification tool for his interests in the near future.
Ebo eventually agreed. That is how recruitment began in 1996 with just eleven people. “Today, we have established the Experiential Marketing space in Nigeria,” Ebo points out. “Mike Boon was a major part of that, as his leadership qualities and ability to relate with everyone regardless of his lofty height in social class was a major learning curve and inspiration for me.”
Mike Boom fueled Ebo’s passion for using entertainment for brand growth while upholding their identity and boosting their visibility.
Dealing with Challenges
Challenges are integral to marketing and public relations, as markets are volatile and customer preferences continuously evolve. One significant challenge that Ebo has faced – and continues to face from time to time – is maintaining stability and momentum through shifting market conditions. He says that he resolved these challenges by pivoting strategies to respond to new realities, maintaining clear communication, keeping the team aligned and motivated, and staying focused on long-term goals while managing the short-term crisis.
Project financing presented another major challenge during a crucial period in Ebo and his team’s journey. “It was quite huge, and we needed the financial push,” he says. Fortunately, their bankers came through. “We are still grateful for that support, and that’s why it is crucial to have a reliable banking system as partners,” Ebo points out.
“We have now moved well beyond that stage, and as a matter of fact, we have built the capacity to rollout magnanimous projects whenever possible,” he adds.
Professional Achievements to Date
Edo considers it a great achievement to see his company become a global brand to be reckoned with. He highlights that they could succeed because of their clients’ immense belief in them. “Their support year on year for over two decades is truly rewarding,” he adds.
He also looks at pride their collaborations with major international brands, including Arla Dano, AB InBev, Pepsi (for Seven-Up Bottling Company), Flour Mills Nigeria, Apple/Microsoft Redington Group, and Unilever. “There are the awards and recognitions to show for the job well done,” according to Ebo.
“Furthermore, being the backbone for countless rich and diverse human connections and seeing people find clarity, entertainment, and a sense of companionship is a great achievement,” he adds.
A Brief Introduction to ResQ Promotions
ResQ Promotions Nigeria Limited is a comprehensive direct marketing and public relations company dedicated to direct and effective marketing of clients’ products and services. It expands the frontiers of direct consumer contact for its clients.
Founded in 2000, ResQ Promotions became a limited liability company in 2004. Its mission is to “provide solutions that pave the way for our client’s success,” while its vision is to “become a household name to be reckoned with in brand and product communication.”
Over the past 24 years, the company has built strong partnerships with leading brands like Pepsi/Aquafina, Arla foods, ABInbev – manufacturer of Budweiser, Trophy, Flying Fish, and more – Flourmill of Nigeria amongst others. ResQ Promotions has also worked with major tech brands such as Apple, Microsoft, and Kaspersky through its partnership with Redington Group.
Responsibilities and Typical Day
“Exemplary leadership is my utmost responsibility,” Ebo says. As Managing Director and CEO, he ensures that his team has the necessary training, spirit, and drive to manage the clients excellently. Other functional roles of his are: strategic planning, team leadership, financial oversight, client relations, market positioning, decision-making, and operational excellence.
Ebo starts his day early at around 5 a.m., and he wraps it up by 10 p.m. Usually, after waking up, he hits the gym for an hour, followed by morning routines with his family. He arrives at work at about 8 a.m. every day – except Sundays. Ebo shares that every morning, from Monday to Friday, he conducts status meetings with his key management team. They discuss situation reports and action points from ongoing projects.
Ebo believes in being involved in a project from start to finish. “Hence, I work with my team from ideation to the execution,” he says. “I’m not a micro-manager, but I see myself as a senior laborer who is hands-on with the job.”
As someone who is so involved and focused on his work, how does Ebo maintain a work-life balance? According to him, navigating the balance beam of life and work can be quite challenging; however, there are certain key elements he applies in optimizing this aspect. One of them is delegation. He trusts his capable team to handle various aspects of the business.
Other elements include prioritization, boundaries, and self-care. Ebo believes in focusing on what is most important in both the personal and professional spheres and setting clear boundaries. He avoids spending family time on work. Self-care, he says, is a high priority for him. It helps him maintain a clear focus and ensure that his health and well-being are not compromised for success.
Strategies for Healthy Work-Life Balance
“To maintain a healthy work-life balance, creating strict boundaries and sticking to these boundaries is extremely important,” Ebo says.
Under his leadership, extracurricular activities outside the routine work mode are encouraged at ResQ Promotions. This helps Ebo and his team relax. “I maintain strict schedules by blocking off time for work and non-work activities, and then ensure that I honor those schedules and commitments,” he says.
He also practices proper delegation and leans on his team, trusting them to handle responsibilities so that he doesn’t feel overwhelmed. He constantly reflects on what was achieved and what is to be done next done.
Every Thursday, Ebo and his team take part in a cardio session, where a facilitator leads them through aerobics and yoga. On select Fridays, they celebrate TGIF by gathering for good music, food, and games. “We also organize team movie dates,” Ebo informs. “We select a movie to watch together – just to relax and bring fun to the workspace. These are the days I look forward to.”
Motivating the Team
“For the team, goals can be stringent to achieve sometimes,” Ebo says. “So, I allow empathy in our business dealings and do not leave our communication transactional.”
He also takes interest in the personal lives of his team. This allows him to support the team when necessary. According to him, if their personal burdens become too much, it can dwindle their focus and reduce their productivity. “So, I step in to ease their burdens where I can,” Ebo says. The team is also motivated by bonuses and commissions set by the business to reward performance and efforts.
Additionally, Ebo implements strategies such as providing a clear vision and direction by articulating the company’s goals, ensuring everyone understands their responsibilities. He is known for maintaining open communication to encourages transparency and offering professional development opportunities for growth and learning. “I also regularly facilitate team-building activities to strengthen relationships and maintain a positive work culture,” Ebo points out.
Qualities of a Successful Professional
From the outside, it may seem easy to excel in the marketing and public relations fields, but that is not the case. It requires exceptional qualities, such as keen attention to detail and effective communication. Ebo points out that these are the key qualities one must have to thrive in the industry because a brand’s success depends on one’s knowledge of the brand and its products. “To sell a product, one must know about it and be able to communicate it at different levels,” he adds.
Empathy is another essential quality one must possess, says Ebo. He explains that it involves understanding the needs of employees and consumers. He also points out that one must be a visionary thinker – who can see the bigger picture and steer the company in the right direction.
Additionally, according to Ebo, one must be adaptable, flexible, and ready to pivot relatable strategies. “Resilience is also a key quality,” he adds. “Falling down numerous times yet getting back up every time.”
The Future of Experiential Marketing
When Ebo and his team began their experiential marketing journey in 1997, the internet, mobile phones, and social media platforms were not available to them. He recalls that, at the time, they had to make their clients wait. They had to go to the field, take photographs, develop the film, and then go to the studio for production – only after that did clients receive their reports. Now, things are completely different.
“Today, even while the activity is going on, clients receive real-time feedback on their projects,” Ebo says. He also points out that AI is going to be the next big thing. He believes the experiential marketing industry and its clients will benefit from the innovations. It will result in a better service, as one can quickly act on consumer feedback – and make a turnaround decision on a product based on that feedback.
“Furthermore, VR and AR will play a bigger role in the near future,” Ebo says. “They will make experiences more interactive and engaging. Also, more tailored consumer experiences will be optimized due to data-driven insights.”
Mentoring the Next-Generation
Ebo was honoured with a Honorary Doctorate for Strategic Leadership and Change Management by The African Leadership Business School on the Tuesday 17th December, 2024 in recognition of Leadership Excellence in Africa. He believes in giving back and serves as an ideal mentor to the next generation. He regularly hosts training sessions and workshops to share his insights and industry knowledge. He also offers personalized guidance and one-on-one mentorship, providing tailored advice and support for their growth.
“I provide resources by giving access to learning materials, courses, and other resources for continuous development,” Ebo says. “I also encourage innovation and networking opportunities.”
Advice to Aspiring Leaders
Ebo advises aspiring leaders in the marketing and public relations industry to “stay curious and be authentic.” He also encourages them to set goals and stay true to them.
Creativity plays a central role in achieving success in the marketing and public relations industries. So, Ebo tells aspiring leaders to embrace creativity and not be afraid to think out of the box. He also stresses the importance of building strong relationships, saying networking is essential in both fields.
“And, be resilient, learn from your failure, prepare for setbacks, adapt quickly, be flexible, and keep moving forward,” Ebo advises. “Leverage analytics to inform your strategies and measure success.”
