Globacom, Nigeria's leading telecommunications operator, recently celebrated its 23rd anniversary and launched a new brand campaign, "Never Settle for Less." This philosophy, according to the company, is a call to Nigerians to strive for excellence in all endeavors. The campaign was unveiled at an event in Lagos, where top personalities, including fashion entrepreneur Mai Atafo, journalist Dr. Reuben Abati, and musician Chike, shared stories of resilience and determination.
The brand campaign reflects the entrepreneurial spirit of Globacom's founder, Chief Michael Adeniyi Agbolade Ishola Adenuga Jr., GCON. Adenuga's journey to success began with humble beginnings, working as a taxi driver to fund his studies abroad. He graduated from Northwestern Oklahoma State University and Pace University, New York, with degrees in Business Administration. Adenuga made his first million in 1979, at the age of 26, from selling lace and distributing soft drinks.
Adenuga's entry into the telecommunications industry was marked by challenges, including the revocation of his first conditional GSM license in 1999. However, he persevered and won the Second National Operator (SNO) license in August 2002, giving Globacom the right to operate as a national carrier. When Globacom launched commercially in 2003, it introduced per-second billing, a move that challenged the prevailing model in Nigeria's telecommunications market.
Globacom's investment in Glo-1, a 9,800-kilometre submarine fibre-optic cable connecting Nigeria to the UK, was another audacious move by Adenuga. The cable, which became operational in 2010, expanded Globacom's capacity to provide digital mobile services and serve as an international gateway. This investment has contributed significantly to the development of Nigeria's telecommunications sector.
Adenuga's accomplishments extend beyond the telecommunications industry. He obtained a drilling license and, in 1991, his Consolidated Oil discovered oil in commercial quantities in the shallow waters of Ondo State. This made it the first indigenous Nigerian oil company to achieve this feat. Adenuga's companies have also supported education, health, arts, culture, and sports initiatives, contributing to the development of Nigeria.
Tributes have been pouring in for Adenuga, with President Bola Tinubu describing him as a colossus who has left an imprint of excellence on Nigerian enterprise. French President Emmanuel Macron has also praised Adenuga, conferring one of France's highest honors on him in 2018. Adenuga's business acumen and commitment to excellence have made Globacom a source of pride for Nigeria, and his legacy continues to inspire entrepreneurs and business leaders.
As Globacom continues to expand its operations across the continent, the "Never Settle for Less" brand campaign serves as a reminder of Adenuga's entrepreneurial spirit and commitment to excellence. The company's 23-year journey is a testament to Adenuga's vision and leadership, and his legacy continues to shape the telecommunications industry in Nigeria and beyond.
Key points
- - Globacom's new brand campaign, "Never Settle for Less," reflects the company's commitment to excellence and resilience. - Founder Michael Adenuga's entrepreneurial spirit and determination have driven Globacom's success. - Adenuga's accomplishments extend beyond telecommunications, with significant contributions to Nigeria's oil and gas, education, and sports sectors.
