His name is quite synonymous with Public Relations in Nigeria. Just mention. Adetokunbo Modupe amongst PR practitioners and you will be told he is that PR whizkid who dazzled very many people years back when he set up his company TPT. He is popularly called Toks and he is a big player in the PR industry in Nigeria. For over 20 years he has been actively involved in the practice of PR. But 8 years ago he went below the radar to do political consultancy job. That was when he made incursion into Politics 8 years ago.
Many felt he had left active practice for good. A lot of his contemporaries were happy and excited that Toks will be gone for good as he was the one cleaning out with big briefs. The fact that he also appointed an MD for TPT International his frontline PR agency strengthened the speculations. But 2 years back, Toks returned with a big bang when he began to lead the TPT team to pitch for high profile accounts and he began to clinch those briefs.
Not only did he return in full force, he has changed the game. Gone are the good old days of doing PR the old school way and reducing it to mere media relation management. He has moved TPT forward. Recently, there have been changes in TPT all to ensure growth and positive development. Insiders say he decided to strengthen the team in view of recent positive developments-new accounts, new services, new technology and an expanded team. While he remains Chairman/Chief Stretegist, Muyiwa Akintunde, who was until recently the MD at Leap Communications is now the Chief Operating Officer (COO).
Toks has injected freshness and new energy into the TPT system to sustain its industry leadership position and its reputation as an innovative PR Agency. Since he returned his thought process has changed. Everything is now directed at delivering value. It’s now all about adding value to other peoples ideas and he has built a new team which he inspires. Let’s create a big pie, he reportedly told them. He told them they need to jointly rebuild TPT into a new PR agency.
When he came back two years ago. Toks reportedly told his team to prepare for big briefs. He told them the new TPT will earn big money if it changes its old mindset and embrace new one. He told them the focus is to work on big budget billing. Think Big, Act Big is the new mantra.
He told his team to look beyond a PR agency just being a Media Relations Agency. For Toks the way to get there is about Strategy.
At the 1st session he had with them he asked the question: Are we deep enough in the area of strategy? He has brought in new perspectives and new template for the industry. He also has a new business model.
He has set up new group looking after business units whilst he concentrates on Strategy and Technology to drive all the ideas. For him, it is all about Value Creation as he makes his clients pay for Value and not services. He told his team that the new direction is to help customers create desirable perception and help organisation and customers to align to the desired perception.
With all he has introduced, Toks has positively changed the template of PR. He lifestyle has also changed. He lives big, dresses big. He has made lifestyle choices. For instance, he rolls with people who can add value to his business. He hangs out where he can get big briefs. He is now doing things differently in the industry. He keeps telling his team that they have to define value chain and create new templates. At 48, Toks has done well for himself.
Toks is one of the most creative minds in Nigeria Marketing Communication industry, running one the fastest growing and most sought-after Public Relations Company in Nigeria, tpt International. He is currently the consultant to several multinational companies in Nigeria including Promasidor Nigeria Limited, Nigerian Breweries Plc, General Electric, P&G West Africa, Media Reach OMD, Reckitt Benckiser, Heritage Bank, Lagos Business School among others.
He is very passionate about innovative Communication & Marketing Strategy. With over 24 years experience in Marketing Communication and Media, Modupe is popularly known as Mr. Media in the Nigeria Media sector. He has developed strategies and positioned various Corporate and product brand including, British American Tobacco (Corporate), Guinness Nigeria (Corporate), P&G West Africa (Corporate), MTN Foundation (CRS), British Council Nigeria, Oceanic Bank International Plc, ACB International Bank, Access Bank Plc, HiTV, Pfizer West Africa, Federal Government of Nigeria, Willbros Engineering, Cross Rivers State Government, Dimension Data (ICT), Starcomms, Diamond Bank, Etisalat Nigeria, British Council, Nigerian Breweries Plc, Reckitt Benckiser etc.
St. Moritz, Gordon’s Spark, Ariel Gold Detergent, Guinness Stout, Smirnoff Ice, Malta Guinness, Satzenbrau, Benson & Hedges, Harp Larger, Rothmans, Dunhill etc. General Secretary of the Public Relations Consultants Association of Nigeria (PRCAN). Cowbell, Onga, Milksy, Top Tea, Always Sanitary Pad, Pampers, Ariel, Star, Gulder Beer, Amstel Malta, Ace Roots, Goldberg Beer etc. He is well trained for the job.
He has a BSC Sociology, Persuasive presentation course LBS, Reputation Management (FAPRA), Several other short time courses in Marketing, Media Management and Direct Marketing within and outside Nigeria, Executive Leadership and Management Course, Manchester Business School, Manchester University, UK, Global PR Summit Accra, Ghana 2016, Owners Management Programme, LBS (OMP) 2016, Owners Management Programme, Stratmore Business School Nairobi Kenya, MA (Leadership Innovation & Change) St. Yorks University UK and General Management Programme, Harvard Business School.
He is a member of the following professional bodies Public Relation Consultant Association of Nigeria (PRCAN), General Secretary (PRCAN) 2002-2004, Nigeria Institute of Public Relations NIPR, Registered Practitioner in Advertising (Arpa) APCON, National Institute of Marketing of Nigeria (NIMN).
He has won so many awards over the last decade. They include: PR Consultant of the year 2003 (City People Award), PR Consultant of the year 2004 (Fame Magazine). PR Consultant of the year 2005 (City People), PR Consultant of the year 2006 (City People), PR Consultant of the year 2006 (Global Excellence), Selected as one of the 40 young business leaders in Nigeria (Thisday Newspaper), Featured as one of the 40 young business leaders in Nigeria (Thisday Newspaper), Featured as one of the 40 young business leaders 2006 Financial Standard Newspapers, Named Mr. MEDIA by ThisDay Newspaper in 2003 due to very strong media contacts and goodwill, PR Company of the year-City People Award 2008, PR Company of the year-City People Award 2009, PR Company of the year-Top Celebrities Achievers Award 2010, The Most Outstanding PR Campaign-Nigerian Institute of Public Relation Award 2011, Outstanding Public Relations Agency of the Decade-Marketing Edge 2014, Most Media Friendly Public Relations Agency of The Year-BAN 2016 and Public Relation Agency of The Year-Media Night Award 2016.
He is a regular speaker Mass Communication Student of University of Lagos Annual Week, Regular Lecturer Daniel Institute of Management Studies, Lecturer Reputation and Brand Management, Chartered Institute of Bankers Conference 2003, Lecturer Reputation and Brand Management, Chartered Institute of Bankers and Guest Speaker LBS Executive Master Programme.
What are his hobbies? Adetokunbo Modupe is a lover of football and swimming. Highly sociable with good network of high flying professional friends. He is married with 5 children. His vision is to build the largest network of most profitable PR agencies across Africa.