Nigeria - Starting a marketing, content and digital agency

Susan Younis, the Chief Marketing Officer at Say Visionaries, embarked on a remarkable journey in the world of marketing and media, bringing her expertise to Nigeria’s vibrant creative landscape. With an extensive background working with renowned brands like Apple, Warner Music Group, MultiChoice, NBC Universal Media, and MTV, Susan’s insights shed light on the evolving dynamics of the industry.

In 2023, Susan founded Say Visionaries, a digital content and marketing agency based in Lagos. Specializing in media, entertainment, and music, Say Visionaries serves not only Nigeria but also the broader African market. Susan, having spent 16 years in the corporate realm, describes her journey as both daunting and exhilarating, marked by the excitement of venturing into entrepreneurship.

Susan reflects on the contrasts between marketing in the UK and Nigeria. She notes that the UK market tends to have higher spending and budgets, particularly with a significant diaspora market. However, she emphasizes the unique opportunities and challenges present in Nigeria’s dynamic and burgeoning creative industry.

Having returned to Nigeria to head the MTVbase office (now Viacom), Susan witnessed the explosive rise of Afrobeat on the international stage. She commends Nigeria for its wealth of talent, creativity, and cultural influence, stating that some of her most fulfilling projects originated in Nigeria.

Susan candidly shares her experience of adapting her working style in Nigeria, noting the need to assert authority and navigate obstacles, particularly in a male-dominated industry. Despite challenges, she highlights the abundance of talent and the growth of the creative workforce in recent years.

Looking ahead, Susan expresses excitement about Say Visionaries’ achievements, including bringing E-entertainment to Nigeria for the first time and partnering with Accelerate Plus, owned by Access Bank. She envisions a future of collaboration with artists across Africa, emphasizing the potential for investment and cross-pollination in the continent’s creative landscape.

Susan’s perspective on international awards like the Grammy Awards is refreshing, advocating for African artists to prioritize local recognition and appreciation. She believes that true success lies in celebrating African talent and cultural richness without overly seeking validation from external accolades.

Susan Younis’s journey epitomizes resilience, creativity, and a deep commitment to fostering African talent and creativity on a global scale through Say Visionaries.