Yinka Adebayo is Executive Director, Media Investments at Omnicom Media Group West and Central Africa (OMG WeCA). He is one of Nigeria’s most experienced media and advertising executives, with more than two decades in marketing communications, particularly media investment, planning and advertising.
His career began at Promoserve Limited in 1995, where he worked in media and client service. In 1999, he moved to Admix Communications as a pioneer member of the agency’s team, helping to lay the foundations of its media practice. He later worked with mediaReach OMD, building the experience that now underpins his leadership at OMG WeCA.
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Along the way, he has worked with multinational clients across sectors including fast-moving consumer goods, telecommunications, banking, automotive and aviation. That exposure gives him a clear view of what each sector needs from its media spend.
Adebayo’s career also traces the evolution of media investment itself: from conventional planning and buying to approaches built on audience understanding, data and commercial accountability. His impact lies in helping brands make that shift, so that every media decision is tied to measurable business value.
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