SentientXT is creating a new vista for brave brands seeking influence in Africa, particularly in the largest economy on the continent – Nigeria.
By design, the Agency has become a thriving space for young, next generation creatives armed with gutsy will to deliver irreverent creativity and cultural agitation that respects the mould of what’s to come, creating in same breath, significant leverage for growth today.
SXT turns the spotlight on two of its finest magicians: Noëlla Lepdung & Mayowa Odunewu, young creative leaders at the thick of our determined effort to deliver on a strong promise: work that makes people feel, and delivers measurable tangible results.
Background
Noëlla: I’m from Plateau + Benue states, but I was born in Lagos. I went to secondary school and university in Ogun State, but I’m back in Lagos now. It was pretty quiet growing up in Abeokuta. I was Head Girl, and a national taekwondo medallist at some point. But other than that — I mean, the city just felt like a nice place to retire.
I’ve written throughout my life, really. I only went professional in 2019, scouted off a writing contest I was participating in at the time. It’s a pretty long-winded story, but my transit into advertising was sudden – considering I was barely aware of its existence as an standalone industry. Before that, I did fiction ghostwriting. Oh, and lest I forget – I happened to study Law, and my NYSC service year was my conduit into advertising.
Mayowa: I was born in Lagos, and I’ve been a Lagos boy all my life; except for my service days. I got posted to Nasarawa, but other than that? ‘Las Gidi’ through and through. I think the highlight of my childhood was my big dream of becoming a Professor someday. Thankfully, that didn’t happen.
Becoming Sentient
Noëlla: I let go of a number of other viable alternatives to pursue advertising, so I’d say my biggest strength is that I have something to prove to myself; and the proof is in how many problems I can solve with creative innovation. Thankfully, SXT has validated and solidified my solutionist mentality. Aside from that – if something can be written, then Noëlla can write it.
Mayowa: When someone asks me what my design niche is, I like to answer “Adaptability itself.” When it comes to design, I’ve tested the waters of graphic design, motion design, 3D design, UI/UX design and digital art. Since I’ve run the gamut, I’m aware that my dexterity with different artistic media will prove to be a core strength for me in SXT. In the creative industry, each brief comes with a unique ask – but I’m up to every task.
Did you feel that rhyme?
Co-Creating with Clients
Noëlla: I’ve found that it’s super easy to get carried away with your art and ideas when trying to crack a brief. But I don’t think that’s best, considering the client had specific goals in mind when they reached out to you. Don’t get caught up trying to flex how creative you are, and then forget to actually solve problems. Personally, I think the first thing is to align mentally; to reach a point where the client and I understand that we’re working towards the same goals. It can take some time, but once that’s established, it’s easier to help the client see why they need to trust my creative vision for their goals. I mean – at the end of the day, they did come looking for creative expertise, didn’t they?
Mayowa: You just need to understand their goals, and things can go ahead from there. As a creative, it’s easy to antagonise the client – but I feel like you have to keep it in mind that they want the things they want a certain way, for a reason. Be empathetic, and open to compromise based on their feedback. Sometimes the reason is that they don’t even know any better, but in those cases, client service personnel have the responsibility of convincing them to trust the creative. If there’s no go-between, get down there and convince them somehow. I believe in fighting for your ideas.
The future of advertising?
Noëlla: To answer this, I’m just going to quote what a senior colleague in the industry once emphasised to me. He said, “No one who tried to fight technology and innovation has ever won. You have to embrace and adapt to change, or it’ll leave you behind.” It’s something I remind myself of very often. Literally everyday.
Mayowa: Digital advertising will take the lead, that’s for sure. With every new technological advancement, there’ll be changes in customer behaviour. But we’ll have a better grasp on it thanks to the fact that there’ll be greater access to data.
Desired Impact
Noëlla: I want to be a key reason for the growth of anyone who happens to work with me in any capacity, and I want to be a reason for them to abound in creative confidence. Also, I eventually want to leave behind a long line of (possibly non-profit) campaigns that have real-world impact; campaigns that will convince other creatives to use their abilities in altruistic ways that will matter in the lives of people around them.
Mayowa: Solution after solution after solution. I’d like to leave a legacy of solving problems with design, and teaching others to do the same.
Advice for Newbies
Noëlla: Be willing to learn, be willing to learn a lot. Put your ego aside, get in the trenches and do all the work you need to do, for as long as it serves your interests and passions. Be so, so deliberate about learning more. And, another tip, which may or may not be a personal ick – try not to accept vague feedback. Ask many questions, do your best to understand what works and what doesn’t; and why. This will save you an infinite amount of hours’ work.
Mayowa: Embrace the industry! When someone actually loves creative work and brilliant advertising, it shows. It shows in how much knowledge they’re able to acquire, how artistic they’re willing to be, and how much effort and time they’re willing to devote to making sure something gets done excellently well. We’re not in a typical, boring line of work. You’re in the creative industry, and that’s a blessing. Learn to enjoy it.
Noëlla Lepdung (Senior Associate, Concept & Copy) is a writer who makes magic with all sorts of written art, helping businesses find their voice and meet their ambitions with cutting-edge but human-first advertising. She’s also an accomplished fiction ghostwriter, whose mastery of storytelling is greatly reflected in her creative work. She began her copywriting career at Dentsu Creative (then Isobar) of Media Fuse Dentsu-Aegis Network, and has since done extensive work for brands such as Budweiser, Nivea, monieworx, Zero Gravity Studios, Premier Cool, and brands under The Coca-Cola Company, Kimberly-Clark, and WAMCO.
Mayowa Odunewu (Senior Associate, Graphic Design) is an extraordinary visual designer at SentientXT, one committed to utilising his artistic prowess to craft visually stunning imagery that not only captivates consumers – but also serves as a powerful conduit for inspiration and information. A freelancer for many years, his foray into the formal world of advertising began as a Creative Executive at 3rdfloor Digital, where he honed his skills and unleashed creativity. Mayowa has since left an indelible mark across renowned brands such as PZ Cussons, Devon Kings, Thermocool, Mamador Nigeria, M-Kopa, Simon Page, and many others; showcasing his skillset while hitting precise metrics needed for the growth of these brands.
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