Our paths first crossed in the now-legendary newsrooms of ThisDay around 1996. He spoke with a distinct Ekiti accent — much like my own — and exuded a calm, elder’s wisdom. Despite a slight limp, he projected unbounded energy. He was, in every sense, a tireless reporter.
It was Isichei Osamgbi, then the energy desk penman, who first arranged a substantial collaboration between John and me. John was on the daily news desk when management decided to spring a surprise: he was to launch a new marketing section on Mondays.
Though a tested reporter who had earned his spurs in politics and general news, John did not have a deep background in specialised marketing reporting. Isichei knew what was needed. His challenge to me was simple: ‘You must work with your Ekiti brother to ensure the Monday Marketing page soars’.
Isichei said this knowing my weekly column, Campaign on Saturday, which covered advertising and marketing, was already a runaway success. With my practical background in advertising, we assumed it would be difficult for someone without that experience.
We were mistaken.
John caught up with astonishing speed. Within months, he blasted his way into the marketing industry, applying his strong nose for news to the beat. His hard-news approach perfectly balanced the feature-oriented style of the Saturday paper, and both sections thrived.
We became the three musketeers of the ThisDay desk: myself, John, and Isichei Osamgbi. We took turns spending time together. John was rounding up his master’s degree at the University of Lagos, where he met his wife-to-be, Bunmi. He lived on campus and generously introduced me to many lovely campus beauties! I lived nearby on Kusa Street in Pedro, and Isichei, who lived in Oko Oba, eventually influenced me to move there for a time.
Those were lovely days. We were in our late twenties or early thirties, full of dreams, working for a liberal newspaper led by the media wizard Nduka Obaigbena. It felt like we were going to conquer the world.
Later, John ventured out to establish Marketing Edge magazine. It found its place among peers like Tokunbo Modupe’s Brandfaces and my Brands and Products magazine (later M2). After about a decade, both Brandfaces and M2 exited the market, leaving the dogged John holding the field for the old guard.
I say “old guard” to distinguish that pioneering set of marketing publications from those that came later. John’s Marketing Edge not only survived but became the industry’s most authoritative publication. He expanded beyond print, organising its biggest awards and conferences. His contributions to the industry’s growth are incalculable, and I hope industry bodies will duly acknowledge his sacrifice.
Yet John’s most significant trait was not his writing or eloquence — it was his consistency, his staying power, his never-say-die spirit. Whatever he chose to do, he gave it his all. If he was your friend, he was your friend to the hilt. If he had an issue with you, he let you know. Like the true Ekiti man he was, he dealt without pretense.
He was a jolly good fellow. I have lost count of the great evenings we shared, beginning in the late ’90s when I accompanied him to bury his father in Ijan Ekiti. I believe I was the lone representative from the Thisday family there. It was a beautiful, simple ceremony — loads of pounded yam and rorowo.
A great family man, his commitment was unwavering despite challenges. He was a man of principle who never diluted his Christian faith. He remained true to the core values of family, friendship, and, most importantly, godliness.
I will miss this hardy pen-pusher and publisher who brought light and elegance to our industry. But the industry will miss him more. As I’ve mentioned to the Business Manager of Marketing Edge, the most important task now is to sustain the publication he devoted his most productive years to nurturing. This is vital for the industry, for his family, and for the many families it supports.
I also appeal that the support key industry players extended to the publication, earned through John’s goodwill, does not cease with his passing.
May his kind and steadfast soul rest in perfect peace as he goes to final resting place today.
Adeoya is Managing Director of Marketing Mix
