For over 30 years, Yinka Adebayo has been one of the most respected minds in Africa’s marketing and media ecosystem. A builder of brands, strategist at heart, and a visionary media professional, Yinka’s career tells the story of someone who hasn’t just witnessed the evolution of Nigeria’s marketing communications industry—he has helped shape it.
His journey began humbly in 1989 as an intern at Promoserve Limited, a foundational experience that laid the groundwork for what would become a remarkable trajectory. By 1995, he had fully joined the Promoserve team, demonstrating a work ethic and a strategic flair that quickly distinguished him. In 1998, Adebayo was part of the founding team at Admix Communications, one of the early indigenous attempts to redefine advertising solutions in Nigeria.
In 2001, he moved to Martlink Advertising Limited, where he played a transformative role. Rising to the position of Group Head, Client Service & Media, Yinka led teams servicing some of the biggest multinational brands. It was at Martlink that he sharpened his ability to integrate brand strategy with media intelligence—an expertise that would later define his career.
In 2004, Adebayo joined mediaReach OMD, one of Africa’s leading media buying and planning agencies. Within just two years, he was recognised as the most dedicated and committed staff member. His consistent delivery of excellence—across industries such as FMCG, telecoms, banking, automotive, and airlines—cemented his place as a trusted partner to brands navigating the dynamic and often complex African consumer landscape.
But Adebayo’s value to the industry extends beyond campaign execution. He is a thought leader who has delivered numerous papers and keynote speeches on advertising, marketing, the entertainment economy, and sports marketing. His insight has helped reposition several media organisations for profitability, guiding them through times of change with a mix of strategic clarity and practical know-how.
Yinka currently serves as Group Executive Director, Procurement, at Omnicom Media Group, overseeing operations across West and Central Africa. In this role, he bridges local insights with global best practices, ensuring that clients benefit from smart, data-driven, and cost-effective media solutions. His ability to lead regional strategy while empowering local execution has made him an invaluable asset to Omnicom’s African expansion.
Academically grounded in Mass Communication, Yinka also holds an MBA in Marketing from the University of Ado-Ekiti. He is an alumnus of the prestigious Lagos Business School and brings that academic rigour into every boardroom, pitch deck, and panel discussion.
He is a Fellow of the Advertising Regulatory Council of Nigeria (ARCON), a former executive member of the Media Independent Practitioners Association of Nigeria (MIPAN), and a faculty member at Alphabet Media Academy, where he mentors the next generation of media professionals.
Behind the public accolades is a grounded family man. Yinka is married to Yetunde, and they are blessed with four wonderful children. His story—rooted in perseverance, innovation, and service—continues to inspire young professionals across the continent.
In a world where media is rapidly evolving, Yinka Adebayo stands as a custodian of integrity, a champion of creativity, and a strategist for tomorrow’s Africa.
