Sanusi Olawale : the rising star of Nigerian advertising creativity
Sanusi Olawale, founder and creative director of LightInc, embodies boldness and innovation in Nigeria’s advertising sector. At just 35 years old, he is already recognized as one of the most influential figures in the industry, revolutionizing communication standards with impactful campaigns and prestigious accolades to his name.
Born and raised in Lagos, Sanusi Olawale has always demonstrated an insatiable curiosity and a passion for creativity. A sociology graduate from the University of Lagos, he chose to venture into advertising, where he discovered an ideal platform to express his artistic vision and storytelling talent.
Before founding LightInc, Sanusi climbed the ranks at renowned agencies such as D’Mastermind and Brand Eye Media. These experiences allowed him to specialize in several strategic sectors, including fast-moving consumer goods (FMCG), quick-service restaurants (QSR), and telecommunications. Armed with this expertise, he launched LightInc, an agency redefining advertising standards in Nigeria.
LightInc: A laboratory for advertising innovation
Under Sanusi Olawale’s visionary leadership, LightInc quickly established itself as a must-watch agency. With campaigns for prestigious brands such as Ecobank, Golden Penny, Lucozade & Ribena, FanMilk, and Big Cola, the agency combines emotionally powerful storytelling with emerging technologies.
What sets LightInc apart is its commitment to ethical and inclusive advertising practices. By integrating values such as diversity and representation, Sanusi Olawale is contributing to a much-needed reinvention of the media landscape.
Awards that affirm a vision
In 2024, LightInc was crowned « Young Creative Agency of the Year » at the prestigious Edge Awards organized by Marketing Edge. This title recognizes not only the quality of the campaigns but also the agency’s societal impact.
Additionally, Sanusi Olawale was named among the “35 Under 35” by Brandcom, further cementing his status as a trailblazer in the industry. This recognition highlights his ability to transform innovative ideas into tangible achievements that resonate with audiences and clients alike.
A philosophy rooted in impact and excellence
Sanusi Olawale views advertising not as a mere promotional tool but as a powerful mechanism for driving positive societal change. “These awards are the result of our team’s hard work and our determination to push the boundaries of creativity,” he says.
His approach is based on a deep understanding of cultural issues and an ability to leverage new technologies as storytelling tools. This strategy has positioned LightInc as a key player in a highly competitive market.
An inspiration for African youth
Sanusi Olawale represents a new generation of African entrepreneurs redefining the boundaries of what is possible. His journey, marked by hard work, innovation, and a clear vision, serves as an inspiration for young talents across the continent.
As LightInc continues to grow, Sanusi remains committed to his mission: building an advertising industry that reflects the richness and diversity of Africa.
