Exquisite magazine got the opportunity to interview Dr. Yetty, a well-known brand developer who has a passion for creativity and communications. She has successfully built her reputation from scratch into a global brand, let’s read up on her success story.
Please tell us about yourself and your brand
I’m Dr. Yetty Oyinlola Ogunnubi, and I’m deeply immersed in the world of brand development, public relations, and marketing communications. I’m the CEO of The YD Company, a dynamic and innovative public relations firm in Nigeria.
We recently had the honour of winning the AI Business Excellence Award for being the Most Unique PR & Communications Agency in 2023 and the MEA Marketing Award for Best Full-service Brand Strategy Service Agency 202s. With almost two decades of experience, I’ve had the privilege of working across various sectors including hospitality, fashion, arts, and corporate spheres.
My journey in this field has been a vibrant and fulfilling one. I’ve cultivated a diverse skill set that encompasses strategic PR, marketing, creative image branding, project management, and event coordination. My commitment to excellence has driven me to lead successful publicity projects for SMEs, corporate giants, and governments, all while promoting emerging and established brands with unparalleled finesse.
How long have you been in this field?
I’ve been actively contributing to the field of brand development, public relations, and marketing for nearly two decades. This journey has been a rewarding one, filled with continuous learning and growth. It’s truly remarkable to see how the industry has evolved over the years, and I’m grateful to have been a part of its transformation.
Why did you decide to go into this field?
My decision to venture into the world of public relations was deeply influenced by my passion for creativity and communication. Growing up in Lagos, Nigeria, I was surrounded by artists in my family, including my parents, who specialized in exterior decorating and art. This upbringing ignited my artistic spark, and my time in London further fueled my interest in fashion and the creative industry.
I eventually found myself spearheading successful fashion projects, and labels and contributing to esteemed fashion magazines in the UK as a writer, creative, and editor. This creative background, combined with a deep appreciation for effective communication, led me to this dynamic field where I could merge my artistic talents with strategic PR approaches.
Tips on how you started?
Starting my journey was a blend of determination, calculated risks, and unwavering passion. One of the key tips I’d offer is to always be open to learning and adapting. The world of PR and branding is constantly evolving, especially with the advent of digital platforms and technologies. Staying informed about industry trends, consumer behavior, and emerging technologies is crucial.
Networking has also played a pivotal role in my journey. Building meaningful relationships within the industry, attending relevant events, and connecting with like-minded professionals have opened doors to numerous opportunities. And, of course, having a clear vision and a solid business plan is essential. It provides you with a roadmap to navigate challenges and seize opportunities.
You are a force to reckon with in society. How did you grow to this level?
Thank you for your kind words. My growth to this level has been a cumulative result of hard work, dedication, and a genuine passion for what I do.
Every step of my journey has been a learning experience, and I’ve embraced challenges as opportunities for growth. By focusing on building a strong foundation of expertise, delivering exceptional results to clients, and staying innovative, I’ve been able to create a brand that stands out.
How do you define success?
For me, success is about making a meaningful impact on both the industry and the community. It’s not just about achieving personal goals, but also about lifting others and contributing positively to society. When I see the brands I’ve worked with thriving and the professionals I’ve mentored achieving their dreams, I consider that a true measure of success.
If you had the chance to start your career over again, what would you do differently?
If given the opportunity to restart my career, I would embrace new opportunities with open arms. I would take more risks, step out of my comfort zone, and be more willing to explore different paths and industries. I would prioritize personal growth and continuous learning, seeking out mentors and attending relevant workshops and conferences.
Additionally, I would network more proactively, connecting with like-minded professionals and seeking collaboration opportunities. Overall, I would approach my career with a mindset of flexibility and adaptability, always ready to seize new chances and make the most of them.
Every business-minded successful person has a story. What challenges did you face?
Certainly, my journey has been dotted with challenges. One of the significant challenges was breaking into a competitive market and establishing my agency as a credible player. Building a reputation from scratch requires consistent hard work, proving our capabilities, and delivering exceptional results.
Another challenge was adapting to the rapidly changing landscape of digital media and technology. Staying ahead of these changes while maintaining the core values of effective communication was a constant balancing
What sets you apart?
What sets me apart is a combination of diverse expertise and a holistic approach to branding and PR. My background in fashion, arts, and writing has allowed me to infuse creativity into every project, while my strategic mindset ensures that the creative aspects are always aligned with the client’s goals.
Additionally, my commitment to mentoring and empowering others, both through the YD Foundation and various roles, is something that I hold dear.
You are an inspiration to many. Who/what inspires you?
I draw inspiration from various sources. One of my main sources of inspiration is the vibrant culture and creativity of my homeland, Nigeria. The resilience and creativity of the people here inspire me to keep pushing boundaries.
I’m also inspired by trailblazing women who have broken barriers in various industries. Their stories of overcoming adversity and achieving greatness motivate me to strive for excellence.
What motivates you?
The prospect of making a positive impact and leaving a lasting legacy is a tremendous motivator for me. Knowing that my work contributes to the success of brands and individuals and that I’m helping to shape the industry’s future, gives me the drive to continually improve and innovate.
If you were to write a book about yourself, what would be the title?
I would probably title it “Unveiling the Canvas: A Journey of Creativity, Branding, and Empowerment.” This title encapsulates my journey from my artistic roots to becoming a leader in branding and PR, all while emphasizing the importance of empowering others along the way.
Please kindly share some of your secrets to becoming successful with us.
Certainly! One of the secrets to success is maintaining a growth mindset. Always be open to learning, adapting, and evolving. Embrace challenges as opportunities to learn and improve.
Another key aspect is building strong relationships. Networking is not just about collecting business cards; it’s about nurturing meaningful connections and collaborating with others in mutually beneficial ways.
Lastly, be true to your passion and purpose. Success becomes more fulfilling when you’re doing what you genuinely love and aligning your work with your values.
What advice would you give to youths with the zeal to grow?
To the youth eager to make their mark, I would advise them to embrace their unique journey. It’s important to be patient with yourself and understand that growth takes time.
Be open to learning from every experience, both successes and failures. Surround yourself with mentors and peers who inspire you, and don’t hesitate to seek guidance. Above all, stay true to your passions and values as you navigate your path to success.
Please share the contact details you wish to be made public
You can reach out to me through my agency’s website: www.theydcompany.com. Additionally, I’m active on social media platforms such as LinkedIn and Instagram @yettyd. You can connect with me on LinkedIn linkedin.com/in/yettyd to stay updated on my latest endeavors, insights, and industry news.
If you’re looking for a visual journey of my experiences and projects, you can follow me on Instagram, where I often share behind-the-scenes glimpses into my work and life.
Thank you for your interest, and I look forward to connecting and engaging with fellow professionals, aspiring talents, and anyone who shares a passion for creativity and excellence.