Insight Redefini Names Babatunde Olaifa New Group CEO

Insight Redefini Group, Nigeria and West Africa’s largest integrated marketing communications network and a member of Publicis Groupe, has appointed Babatunde Olaifa as its new Group Chief Executive Officer.

For Olaifa, the appointment marks a return to the organisation where he began his career more than two decades ago.

He said the role presents an opportunity to help reshape how marketing communications supports business growth in a fast-changing environment.

Reflecting on his return, Olaifa said his perspective has been shaped by experience in advertising, technology, education, business strategy, and digital transformation.

“I am returning with a deeper understanding of the challenges businesses face today,” he said. “The world has changed dramatically. Consumers are more connected, markets are more volatile, technology is evolving at an unprecedented pace, and organisations are under increasing pressure to deliver measurable value. The role of agencies must evolve accordingly.”

Olaifa noted that companies now face issues beyond traditional marketing, including digital transformation, changing consumer behaviour, operational pressures, data management, and business resilience.

“Businesses are looking for partners that can help solve real problems, not just create campaigns,” he said. “The opportunity before us is to combine creativity, technology, data, strategy and culture to help clients unlock growth and navigate complexity. That is where the future of our industry lies.”

He added that the combination of technology, artificial intelligence and data offers marketing communications professionals a chance to take on a more strategic role.

“For years, creativity has been our strength. Today, we have an opportunity to complement that strength with deeper business understanding, stronger analytical capabilities and emerging technologies that allow us to create greater value for clients. Technology is not replacing creativity; it is amplifying what creativity can achieve.”

Background and focus

Before the appointment, Olaifa served as Country Head of GoMyCode Nigeria, where he led initiatives on digital technology education and talent development.

His career also includes leadership roles at X3M Ideas, Prima Garnet Ogilvy, and Google, where he worked as SMB Business Development Manager for Sub-Saharan Africa and supported digital adoption and business growth across the continent.

Drawing from that experience, Olaifa said he will focus on strengthening Insight Redefini’s integrated capabilities while building a culture of innovation and continuous reinvention.

“Insight Redefini has always been known for creativity, bold thinking and industry leadership. The next chapter is about building on that legacy while preparing for the future. We want to create an environment where talent can experiment, innovate and solve business challenges in new ways,” he said. “Our ambition is simple. We want to be indispensable to our clients. We want to be involved not only when a campaign is needed, but when business challenges need solving. We want to sit at the intersection of creativity, technology, culture and commerce, helping organisations navigate change and seize opportunities.”

Group positioning

Insight Redefini Group said the appointment reflects its commitment to strengthening its role as an integrated growth partner for businesses across Nigeria and West Africa.

With access to Publicis Groupe’s global capabilities, technology infrastructure, data intelligence, and strategic resources, the group said it remains focused on delivering connected solutions that help brands stay relevant and competitive.

Insight Redefini is a member of Troyka Holdings, West Africa’s leading marketing communications and business solutions group.

Its portfolio includes Insight Publicis, Leo Burnett Lagos, All Seasons Zenith, Starcom Media Perspectives, Quadrant MSL, Digitas, and Publicis Nourish.

As he begins the role, Olaifa described the appointment as both a homecoming and a call to action.

“The industry is evolving, and so are we,” he said. “This is a moment to rediscover our sense of adventure, embrace new possibilities and build stronger bridges between creativity and business growth. That is the future we are committed to creating.”