The Nation Newspaper

Tag: Playhouse

  • My motivation in setting up Playhouse, by Onile-Ere

    My motivation in setting up Playhouse, by Onile-Ere

    In an interview with Managing/Chief Executive Officer of Playhouse Mr. Tolu Onile-Ere, a lawyer-turned marketing communicator, he speaks on the 12th anniversary of his media firm and The StoryStoryHub campaign, BOLA OLAJUWON reports

    To Mr. Tolu Onile-Ere, playing with words comes easily.  When he wanted to name his firm, he called it Playhouse Communication Limited, a translation of his name “Onile-Ere”. He is a lawyer but he found that marketing communication allowed him to express his creative side, so he chose that as his career goal. He then stumbled on the digital profession and was hooked by its potential.

    On the 12th anniversary of the firm, he said: “I set up Playhouse back in 2011 and thankfully, it has grown to become, I believe, one of Nigeria’s leading digital agencies. Our client list includes MTN Nigeria, Pernod Ricard, ExxonMobil, AAVA Brands (Lucozade) & Stanbic IBTC. The name Playhouse comes from my surname, which translates into the owner of the house of fun or the playhouse.”

    Twelve years after, his firm has received multiple awards.

    Read Also: Playhouse breaks new ground at 12

    On how the recognitions reflect the company’s pioneering role in the digital marketing industry, he said: “Yes, we have won a number of awards, including The Marketing Edge Digital Agency of the Year 2019, 2021 & 2022 and most recently, The Marketing Edge Outstanding Digital Agency of the Decade, 2023. As an agency, we set out to do great work for our clients. That has always been our focus. So, we see the awards as recognition of that – not of us as pioneers but rather of the great work we do for our clients.”

    His said of the recent initiative launched by Playhouse: “As you do with most anniversaries, you spend time looking at where you have come from and where you are now. So, we were looking back and came across a video we produced 10 years ago called ‘Shey You Sabi’. The video was about highlighting some insights into the Nigerian digital scene. And looking at it, it was amazing just how far the Nigerian digital landscape has grown in the 10 years. So, we thought it would be interesting to tell our story as that ties in to the development of the digital ecosystem – and to get others to share theirs as well. So, we can see how the digital creative economy has impacted Nigerians. So, we’ve set up StoryStoryHub to collect these stories.”

    Asked what motivated the StoryStoryHub and how it celebrates the contributions of the digital creative industry to the economy and renaissance, Onile-Ere said: “I’m glad to say that the motivation for StoryStoryHub was the fact that the Nigerian digital landscape has progressed over the last 12 years – and Playhouse has progressed with it. So, it is a celebration of the growth and the positive impact. And we wanted to share our story in case it can inspire others. And we’re trying to collect other people’s stories to show the progress of the digital landscape. The tie in with Tales by Moonlight is because the way we have traditionally captured our history and shared it is by telling each other stories. And so as we look to celebrate the Nigerian Digital Creative economy, tying it to storytelling just felt culturally right.”

    He refused to tell the strategy behind Playhouse’s success in the digital space. According to him, “That would be giving away our secrets. What I can say is that we believe in creating strong partnerships with the brands that give us the opportunity to work with them. We work on building understanding and trust so that our clients feel that we are part of their team.”

  • Playhouse breaks new ground at 12

    Playhouse breaks new ground at 12

    AS part of its 12th anniversary celebrations, digital communications agency, Playhouse Communication Limited, has launched a digital creative economy initiative named, “The StoryStoryHub”.

     The initiative, which celebrates the growing contributions of the digital creative industry to the nation’s economy, is part of its corporate citizenship and in appreciation of the nation, clients, and industry that have enabled Playhouse’s success stories these past 12 years.

     In communicating the digital creative industry’s radical impact on society, “The “StoryStoryHub” features the stories of the businesses and individuals who are consistently building the nation’s gross domestic product (GDP) both at the micro and macro levels.

     Playhouse’s MD/CEO, Mr. Tolu Onile-Ere, said: “Our work in the past 12 years with multinationals, emerging corporates as well as small and medium scale enterprises (SMEs) validate our corporate conviction that digital marketing communications will aid our national renaissance.

    “In other words, service industries such as the creative economy and digital specifically, are low-hanging ‘game changers’ for sustainable economic growth and youth employment.

    Read Also: World Orphans’ Day: Yayi, Bamidele donate N24m

    “The StoryStoryHub”, draws from our ‘Tales by Moonlight’ experiences, where grandma shared age-old wisdom through folktales. It undergirds a central motivation for this initiative – ‘our solutions are within us’.

    “The Digital creative economy is a key part of Nigeria’s economy and the country’s future, and we are keen to showcase the stories of the businesses and individuals using digital to reach new audiences and grow their businesses. Through this initiative, they will share their stories of what they do, and the positive impact it has had on their lives and those of the people around them. This will, hopefully, inspire the next generation of industrialists in the Digital creative economy.”

    In recognition of its pioneering role in the Digital Marketing industry, Playhouse Communication Limited has won multiple awards, including Marketing Edge Awards’ Digital Agency of the Year in 2019, 2021, 2022, and 2023.

    Onile-Ere was this year adjudged as the Digital Marketing Personality of the Decade.