Ex-ACAMB President & P.R. Guru, Eddy Ademosu Joins Ranks Of Global Communication Scholars With Ph.D
By Charles Segun Adegbite
The former president, Association of Communication and Marketing Professionals in Banks (ACAMB), Eddy Ademosu has joined the leagues of global scholars with a Doctor of Philosophy (Ph D.) in Mass Communication and Media Studies, which he bagged recently at Ajayi Crowther University, Oyo, Oyo State.
With the latest achievement, this consummate public relations and brand management practitioner of over 30 years experience is now to be known and addressed as Dr Edward Adegbite Ademosu. Of course, many people may prefer calling him Dr Eddy Ademosu, or simply Dr Eddy.
Whichever one you opt for in the formal or informal way, the fact is that, he is now a certified communication scholar.
Dr Tunde Lemo, former Deputy Governor of Central Bank of Nigeria
and holder of the Officer of the Order of the Federal Republic, OFR, has described this Ademosu's new academic feat as an achievement that "will further position him to offer more and speak with authority...in Public Relations and Mass Communication".
From the corporate world, as a boardroom player, especially in the banking sector where he once held sway as a top corporate affairs manager of banks in Nigeria, to the academia, Dr Eddy is now an authority who will be continuously sought for, and sought after.
How He Bagged The Ph.D
Dr Ademosu who successfully defended his Thesis on "Public Relations (PR) Practice and Brand Management in Nigeria's Pre and Post 1996 Banking Industry" earned the distinction of the academic degree by conducting an indepth comparative study of the interconnectivity between the reputation techniques of PR and Brand Management in a financial industry with utilitarian service of over 68 years.
In an Abstract to the over 225 pages-study, cited by our reporter, Ademosu's contribution to academic knowledge stems from the gap created by previous extant studies in the field of Financial Public Relations (FPR) with reference to brand management in the Nigerian banking industry.
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The research work jointly supervised by Professor Muyiwa Popoola, a specialist in Communication, Media, Politics and Conflict Studies, and currently the Deputy Vice-Chancellor (DVC), Ajayi Crowther University, Oyo as well as Dr. Segun Ojo, Sub-Dean, Postgraduate School, Faculty Communication and Media Studies, employed mixed qualitative and quantitative methodology to underscore the potency of PR's Adequacy, Relevance and Efficiency (ARE) in bank-brand management.
The study also established that today's PR has advanced beyond the incidental functions of the past to more of strategic communication approaches, validating the propositions.of "Excellence Theory of PR" and "Four-by-Four Model of Strategic PR".
In the study, Ademosu who is a consummate public relations and brand management practitioner of over 30 years experience (mostly in the banking industry), canvassed for realignment towards digital communication strategies to meet the future bank-brand management's exigencies.
He also counselled PR professionals in financial service sector to devise strategic approaches that would engender financial knowledge-based stakeholders and build their capacities.
His Current Status
Today, Dr Ademosu is an outstanding Public Relations expert, successful corporate communications consultant and Group Executive Officer (G.E.O) of MC-Clique Brands Associates. He joined the club of sexagenarians on April 27, 2022, when he reached the age of 60 years.
For over six decades now, he has developed and lives with basic success habits such as: diligence, determination, focus, resilience and passion for excellence. And with the grace of God he has climbed the ladder of success in his chosen profession to national and international recognitions.
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His Gradual & Progressive Journey To Ph.D
This our Successful People Man-of-the-Moment didn't reach this height by sudden flight up there.
In his poem "The Heights of Great Men" Henry Wadsworth Longfellow, wrote:
“The heights by great men reached and kept were not attained by sudden flight, but they, while their companions slept, were toiling upward in the night”
How It Started
Before heading to the academia to match his expertise with a Ph.D, he has already obtained double Master degrees in Business Administration (MBA) and Communication Arts (MCA) from Obafemi Awolowo University (O.A.U), Ile-Ife, Osun State and University of Ibadan, Oyo State, respectively.
Worthy of mentioning is the fact that this man has always been a brilliant individual, even from childhood. Many of his teachers and lecturers in primary and post primary schools and tertiary institutions would have expected him to go straight into the academics to start a teaching career.
This man however had developed a different mindset from the moment he
cut his teeth for P.R. practice at the Public Relations Department of the National Bank of Nigeria, Lagos (1986-1987) where he underwent his one year internship as a Public Relations Attaché.
He wanted to make impacts in the corporate world and be a key player in the boardrooms. He also aspired to have mastery of the mass communication profession and be an expert in P.R. practice.
With that mindset he ventured into the career wholeheartedly, with high sense of vision and international living. These led to his being very focused and not jumping from industry to industry in the course of his P.R. practice.
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His Leadership Roles
He started in the banking industry and remained there until he reached the top when he became the President of the Association of Corporate Affairs Managers of Banks in Nigeria (ACAMB) in the professional association.
In the boardroom, he became the Group Head/Assistant General Manager(AGM), Corporate Communication, of the then Intercontinental Bank Plc (now Access Bank Plc).
Before becoming the AGM of the then Intercontinental Bank in 2011, he was Senior Corporate Affairs Manager of the Union Bank of Nigeria Plc, (2006 – 2011). He had also been the Head, Corporate Affairs Department, Wema Bank Plc.
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BIRTH & EARLY LIFE, EDUCATION & CAREER DEVELOPMENT
Moving Higher In Communication Career
Having foreseen the brighter future that was awaiting him in the banking industry, he decided to equip himself with higher degrees.
The desire for mastery of his profession led him to embark on sabbatical leave from the CIBN, to pursue a full time professional programme in Communication Arts (MCA) at the University of Ibadan in 1992; which he finished in 1994.
On his resumption at the CIBN, he became the Deputy Head of the Public Relations Department in 1994; the position he occupied till June 1996.
He simultaneously became the Editor of The Nigerian Banker (the quarterly and authoritative journal of the CIBN on Banking and Financial issues) between 1994 and June 1996.
To enable him be a good player at the management level in the banking field he decided later to be more skillful in management and administration by enrolling for Master's degree in Business Administration (MBA) programme at the Obafemi Awolowo University, Ile-Ife, Osun State, which he finished in 2005.
Just as the former American President Abraham Lincoln said, "I will study and wait, and the opportunity will come" . That progressive actions he took then, enabled him get better appointments and promotions to higher managerial levels from that 2005.
How He Started Impacting Corporate World.
The impacts of his activities in the financial sector, and banking industry in particular, after completing his MCA professional training programme, were tremendous. This became obvious when he resumed at the bankers professional body, the CIBN, and was promoted the Editor of The Nigeria Banker journal.
It was that his impactful editorial works that earned him higher appointment as the Assistant Manager, Public Relations, Wema Bank Plc. in July 1996. The position he occupied till March, 1999.
His Great Impacts On Banking Industry & Corporate World
He was then promoted to the post of Manager, Public Relations, which he occupied till March 2002.
His immense contributions to the bank also led to his promotion to the post of the Senior Manager/Head of Public Relations of the Bank in April 2002. Through constant capacity building and improvements he brought a lot of outstanding contributions to the growth of the bank.
As the head of the P.R. Dept. with about 20 members of staff he coordinated daily and the total budget of Public Relations Department running to about N200million annually then, Eddy performed a lot of responsibilities.
This dynamic PR guru also facilitated the Bank's relevant training programmes. He engaged in marketing activities for the Bank. He as well coordinated all publications of the bank including editing of the in-house journals (“Wema Reach”, “Wema Periscope”, “Wema at a Glance” etc.), promotional posters, handbills etc.
The coordination of all liaison, protocol and logistic functions of the Bank, and the management public speeches (mostly for the Chairman and MD/CEO of the Bank), among other numerous functions, were all his responsibilities till 2005.
He then left the bank to become the Associate Director (Client), Explicit Communications Group in November 2005 , where he was responsible for business development of the entire group; comprising of viable marketing communication and brand management outfits with billings volumes of over N1 billion (One billion Naira) then.
He managed the client base of over 35 corporate companies and 125 high net worth individuals with striving business and political interests nationwide till March, 2006.
Suffice to add that in the course of practicing his PR and corporate communication services as an employee, he carried out a lot of over-sight responsibilities for formulating and executing Public Relations policy/programmes (1996 -2005). Of course, there were many other functions he performed in this bank, and in other banks like the Union Bank and Intercontinental Bank(now Access Bank).
Leading P.R. Managers Of Banks Successfully During Turbulent Period
In 2006, Eddy was elected the President of ACAMB, during the time banks in Nigeria were facing insolvency crisis. The Central Bank of Nigeria (CBN) had in 2004, introduced re-capitalization policy, under the leadership of Prof. Charles Soludo, the then Governor of CBN.
The policy was both to solve the problem of insolvency in the banking sector and forestall future possibilities of financial distress in Nigeria.
The policy initiated a chain process that resulted into merger, acquisition and demise of many banks in Nigeria. It was a turbulence period and desperate moment for many banks.
... Through Reputational & Brand Management
There was a great need for consolidation of the banking industry in Nigeria and it centered around reputational and brand management, which required effective communication to the Nigerian publics and the world in general.
To restore public confidence and increase customer base, quite a number of strategies were employed. Very crucial among such strategies was the use of public relations to build the corporate image of the banks.
The period was no doubt a challenging experience not only to the top management of the various commercial banks but also to the corporate communication or Public Relations departments of all the concerned banks.
The CBN directives on the implementation of the policy brought about intense pressure on Public Relations managers of various banks. It was a desperate and critical moment for the banks’ customers, employees, shareholders and the finance community.
His Expertise & Impact On Nigeria Banking Industry
It was during this historical moment that Ademosu, his ACAMB Executives and entire ACAMB members proved to the world their capacities to face storms of life and come out stronger.
Firstly, under Ademosu's leadership, the Public Relations managers of these various banks gave customer/depositors the hope that their money was safe; and that even in the event of mergers, nothing would change as regards their transactions with the banks.
They also kept dossiers on the expected banks to be merged with or acquired as the case might be. As a matter of fact, there were palpable uncertainties that needed to be taken care of by the Public Relations Departments of the various banks.
While the whole process ended in 2009, the global economic meltdown also came, which as well affected Nigeria greatly, during which many companies folded up and some relocated out of Nigeria.
Like eagles, Ademosu and his ACAMB members weathered the storm. They put in a lot of efforts that saw the banking sector coming out stronger, through a lot of P.R.policies, strategies and programmes they embarked upon, which saw more customers patronizing the newly merged banks.
Joining The Club Of The C.E.Os
Ahead of his 50th birthday in April 2012, he left the Intercontinental Bank Plc(Now Access Bank) to start a group of companies, MC-Clique Brands Associates, a brand/communication consultancy outfit in March 2012.
My core competency is in brand management and consultancy. We consult for a number of financial institutions and corporate bodies, as well as individuals
He became the Group Executive Officer (G.E.O) of the companies and began to apply the knowledge and experiences he has garnered over the years.
Today, Ademosu is among the C.E.Os shaking and shaping the corporate world in Nigeria.
He said: "My core competency is in brand management and consultancy. We consult for a number of financial institutions and corporate bodies, as well as individuals.
"It will interest you to note that we manage some high net worth individuals, for clients-customers relationship confidentiality. I won't mention their names.
"I do manage their reputations, positioning and packaging, in a way that would enable them achieve their big and complex goals in life, especially when or if they have some reputation crises." He told Successful People magazine.
His Succession Plans: Raising Future Leaders
His determination to be relevant till old age by impacting many lives, especially younger generation of mass communication students and P.R. practitioners, prompted him to embark on succession planning of raising well trained future leaders who will uphold the standard of the profession for the next generation .
To achieve this, he enrolled at Bishop Ajayi Crowther University, Osun State, few years ago for his Ph.D programme in Mass Communication. With that decision, he intended to teach the theory and practice of all he has learnt for over 25years after completing his doctorate.
Awards & Distinction
Dr Ademosu has been a distinction student from his tutelage.
He was awarded The Most Outstanding Public Relations Professional for year 2004, by the Nigeria Institute of Public Relations (NIPR), Ogun State Chapter.
He was the Best Over - all Print Student, Mass Communications, ND II (1987). And the Best Over-all Student in Public Relations, Mass Communications, HND II (1989).
Since he left the banking industry officially, he has continued to make impacts in corporate world through his group of companies, as the G.E.O.
Worthy of mentioning is the fact that while his other companies delve into different other services, he specializes in what he enjoys doing most, and that is brand management and corporate communications, as a consultant.
Powerful Associations, Powerful Influence
Dr. Ademosu is a member of two highly influential social clubs in Lagos: Lagos Country Club, Ikeja, and the Ikoyi Club 1938.
He is also a member of some professional associations. A past President of the Association of Corporate Affairs Managers Of Banks (ACAMB) in Nigeria, an Associate member of the Nigeria Institute of Public Relations (NIPR) since 1995 and an Associate member of the Advertising Practitioners Council of Nigeria (APCON) since 1999. He is also an Associate of the Nigerian Institute of Management (NIM) since 1994.
At the International levels, he is also a Senior Member of the Africa Public Relations Associations (APRA) since 2009.
Dr Ademosu is a professional per excellence. He remained a key authority in Public Relations and Mass Communication, assisting in the operation of various media platforms that he is associated with.
Testimonies About Him From Prominent People
In a swift reaction to the attainment of Ademosu's Ph.D, the former Deputy Governor of CBN, Dr Tunde Lemo, who was his boss at the Wema Bank Plc, in those days, sent this text message to Successful People Magazine.
"I congratulate Dr Eddy Ademosu on the successful completion of Doctor of Philosophy ( PhD) in Mass Communication.
"I am not surprised that he achieved this feat, given his proven track record in Wema Bank Plc when he worked closely with me, as well as his superlative achievements in Union Bank Plc as well as ACAMB - the Professional Body that he loved so much and led exceptionally.
"Dr Ademosu is a professional per excellence. He remained a key authority in Public Relations and Mass Communication, assisting in the operation of various media platforms that he is associated with.
"I believe his new academic feat will further position him to offer more and speak with authority.
Congratulations once again on this commendable achievement."
Dr Tunde Lemo, OFR
While Ademosu was celebrating his 60th Birthday, a virtual celebration was organised on Wednesday, May 27,2022, for many people who could not attend the physical ceremonial gathering, to link up via zoom.
Through that, they showered a lot of encomia on him, for his self discipline, success attitude, leadership style, numerous achievements and contributions to the growth of P.R practice in the corporate world.
Among the professors who spoke were his former lecturer at the then Ogun State Polytechnic(now Moshood Abiola Polytechnic) Abeokuta and past President of the Association of Communication Scholars and Professionals of Nigeria(ACSPN), Late Professor Lai Oso.
He (Prof Oso) disclosed what he knew about him as his lecturer, before, during and after he (Eddy)became the Deputy Editor (1988/1989) of Poly Echo (a Training Newspaper, for Mass Communication students of Ogun State Polytechnic, Abeokuta) .
The Deputy Vice Chancellor of Bishop Ajayi Crowther University, Osun State, where he was then pursuing his doctoral degree, also commended him for his diligence and exemplary lifestyle. It was indeed a memorable day for this man of destiny.
By adding a Ph.D to match his expertise in Mass Communication and Media practice, Dr. Ademosu has opened a new chapter of his life and career and will continue to blaze a trail in corporate world and academia.
With this new attainment he is poised to continue making significant contributions and innovations in P.R practice, brand management, marketing communications, and thereby keep impacting a lot of young professionals, students of Mass Communication, Marketing and related courses.
In view of his numerous contributions to the corporate world and the growth of Public Relations in Nigeria; and for taking his scholarship to new heights,
Dr. Edward Adegbite Ademosu
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