My visit to the Nigeria Customs Service (NCS) was one of the most inspiring moments of my career. It didn’t just affirm my vision for AI-Powered PR — it reignited my deepest belief: with visionary leadership and relentless commitment to innovation, the public sector can — and should — lead the way.
The Customs House in Abuja isn’t just a government building; it’s a laboratory of excellence where the future of African public service is being rewritten in real time.
Although Comptroller General Bashir Adewale Adeniyi was away in Brussels making history as the first Nigerian ever elected Chairman of the World Customs Organisation Council, his spirit of world-class leadership and transformation echoed through every corridor.
I was received by Assistant Comptroller Abdullahi Aliyu Maiwada and the legendary PR Unit—a team whose energy and mastery define what is possible when talent meets vision.
Touring their world-class communications facility, I felt the pulse of intentionality, innovation, and sheer professionalism. This was not just a facility; it was the heart of a movement — a testament to how powerful data-driven storytelling, powered by cutting-edge technology, can become a strategic tool for building public trust and driving national transformation.
I was humbled and proud to unveil the Live PR Attribution Dashboard — an AI-powered innovation I personally designed for NCS. This dashboard does more than visualize the Service’s media impact since CG Adeniyi’s tenure began; it embodies a philosophy: Don’t just talk about transformation. Measure it. Own it. Lead with it.
What makes this narrative compelling is not just the technology, but the results that prove its power:
🏆 Record-breaking achievements
- 15,800% PR ROI—unprecedented in government
- 500M+ audience reach across platforms
- 85% positive media sentiment
- ₦1.58 trillion revenue directly attributed to PR
🌟 Historic firsts
- IPRA Golden World Award finalist — the first African government agency to achieve this
- 140% Facebook growth, 160% Twitter growth, 4.8/5 star rating
- First government agency in Africa with a strategic TikTok presence
🚀 Innovation highlights
- Result-as-a-Service’ PR framework
Revolutionary content-to-outcome attribution - Global benchmark for government communication excellence
- 100% crisis communication resolution rate
📈 Unrivaled business impact
- ₦3.2 trillion in total revenue generation
- $5.9M in earned media value
- Six major policy initiatives communicated with excellence
NCS is more than an agency; it is a masterclass. It is the blueprint. They are not just participating in digital transformation—they are shaping it. The converged media facility, the relentless professionalism of the PR Unit, and the intelligent use of data-powered AI show what is possible when courage meets vision.
This visit left me with a question every public institution must answer: If they can do it, why can’t you? Presenting AI-Powered PR to such a forward-thinking institution was more than a personal honour — it was a challenge to the entire continent: Dare to reimagine. Lead with data. Build a legacy that outlives your tenure.
With the PR Powerhouse Team of NCS
The future is no longer coming — it is being built, every day, in places like the Nigeria Customs Service.
Let’s light the torch, raise the bar, and never look back.
With purpose and pride.
