1. Can we meet you, sir?
I’m Yomi Benson — a brand builder, storyteller, and the Group Managing Director of Culture Communications Limited. I’ve spent over three decades in Nigeria’s dynamic advertising and marketing space, having worked across top agencies and multinational brands. My journey spans FMCG, banking, telecoms, government, and public-sector campaigns — including early work for Heineken, the launch of the Central Bank’s ₦20 polymer note, and more recently, the transformation of Trophy into a national icon. I am also a Fellow of the Advertising Regulatory Council of Nigeria (ARCON), a community leader, and a believer in communication as a tool for nation-building.
2. How has the journey been running a world-class firm like Culture Communications?
It’s been 16 years of grit, grace, and growth. Running Culture has been both humbling and exhilarating. We’ve built not just campaigns, but relationships; with clients, partners, and the Nigerian public. From starting small in 2010, to handling legacy and lifestyle brands like KFC, Trophy Lager, TotalEnergies, DKT, Hienz, Ami Food Seasoning, and FEMAB Properties, we’ve stayed true to our mantra: Culture-Driven, Always Impactful.
3. How did this journey begin?
Culture started as an idea; that advertising should not just reflect culture, but shape it. Back in 2010, “culture” wasn’t yet the buzzword it is now. But we saw the future: a world where brands would need to connect not just with consumers, but with their contexts, values, and identity. We took that risk and today, Culture Communications is one of Nigeria’s most culturally aware, tech-forward, and performance-led agencies.
4. What was the vision behind setting up Culture Communications?
The vision was to build a proudly Nigerian agency that could hold its own globally. We wanted to infuse local insight with global thinking; to create work that wasn’t just clever, but culturally relevant and commercially effective. Our mission? To help brands lead with meaning, drive emotional connection, and win hearts in a very noisy world.
5. What has kept you going as you celebrate 16 years today?
Three things: People, Purpose, and Performance. We’ve been blessed with a fantastic team, loyal clients, and a deep understanding that storytelling isn’t just about selling; it’s about service. Every brief is an opportunity to uplift, enlighten, and energize the audience. And we’ve kept our eyes on outcomes, not just outputs.
6. Do you think the government is doing enough to support businesses like yours?
There’s progress, but still a long way to go. Ease of doing business, tax clarity, and infrastructure need urgent attention. However, we also believe in playing our part; through public sector collaboration, policy advocacy, and storytelling that shapes perception. Government can benefit greatly from working more closely with indigenous agencies who understand both the challenges and the pulse of the people.
7. What makes Culture Communications unique in this crowded space?
We blend creativity with intelligence. We’re not just storytellers, we’re strategists, data interpreters, and cultural architects. Our AI-powered toolchain helps us listen to cultural shifts, predict performance, craft compelling content, and optimize in real time. This allows us to deliver work that’s not just beautiful, but impactful and measurable.
8. What are some landmark campaigns or achievements you’re most proud of?
• Reimagining Trophy Lager into a badge of cultural honour for the Southwest and Nigeria as a whole.
• The 15-year KFC anniversary campaign in Nigeria.
• Launching Ami Food Seasoning into a competitive FMCG space with a strong emotional narrative.
• Working with the Central Bank on the introduction of the polymer ₦20 note in the 2000s.
• Our performance-driven repositioning of Culture QuickWins as a transformational life-changing platform.
These wins are not just about business; they reflect our ability to shape conversations and influence behaviour.
9. What’s the next frontier for Culture?
We’re going deeper into data, storytelling, and social impact. With AI, we can now do more than ever, but we’re staying human at the core. Our current and active platform, Culture QuickWins™, will help SMEs access high-impact marketing in 7 days or less. We’re also exploring cultural exports, martech solutions, and mentorship initiatives for young creatives across Africa.
10. If you had a call from the Presidency to help drive national messaging, would you take it?
Without hesitation — yes.
Nigeria needs communicators who understand both the streets and the strategy room. Messaging isn’t just press releases; it’s narrative engineering. We need a new national voice; one that unites, educates, and inspires. I believe Culture Communications is ready. And I’m ready, if the call comes; to serve with everything I’ve learned over the last 30 years.
11. In one sentence, what defines Yomi Benson?
A builder of brands, a lover of people, and a storyteller with a bias for impact.
12. Final word to the youth and next-gen entrepreneurs?
Stay curious. Stay gritty. Don’t wait for permission; start where you are. The world will meet you where your consistency lives.
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