Yomi Benson: 16 Years of Building Brands, Shaping Culture, and Driving Impact

Ezekiel Okpuzor

As Culture Communications Limited marks its 16th anniversary, its Group Managing Director, Yomi Benson, is being celebrated as one of Nigeria’s enduring voices in advertising, branding, and cultural storytelling—an industry leader whose work has consistently blended creativity with purpose.

With over three decades of experience in Nigeria’s advertising and marketing ecosystem, Benson has built a reputation as a brand builder and strategist whose influence cuts across FMCG, banking, telecommunications, and public-sector communications. His career includes early work on the Heineken brand, the launch of the Central Bank of Nigeria’s ₦20 polymer note, and, more recently, the repositioning of Trophy Lager into a nationally celebrated cultural symbol.

“Communication is not just about selling products; it is about shaping perception and building nations,” Benson says.

Founded in 2010, Culture Communications was born out of Benson’s conviction that advertising should do more than mirror society—it should actively shape culture. At a time when cultural branding was not yet mainstream, the agency took a bold position: brands must connect deeply with people’s values, identity, and lived experiences.

Sixteen years later, that philosophy has become the agency’s defining strength.

From modest beginnings, Culture Communications has grown into a respected, full-service agency, working with leading brands such as KFC, Trophy Lager, TotalEnergies, DKT, Heinz, Ami Food Seasoning, and FEMAB Properties. Throughout this growth, the agency has remained anchored to its guiding principle: Culture-Driven, Always Impactful.

Reflecting on the journey, Benson describes it as “sixteen years of grit, grace, and growth,” adding that the agency’s success has been built on relationships rather than campaigns alone.

“What has sustained us is our people, our purpose, and our performance,” he notes. “Every brief is an opportunity to uplift, enlighten, and energise the audience.”

Beyond commercial success, Benson has consistently advocated for the role of indigenous agencies in national development. While acknowledging progress in government support for businesses, he believes more can be done, particularly in the areas of infrastructure, tax clarity, and ease of doing business.

“Government stands to gain by working more closely with local agencies that understand both policy challenges and the pulse of the people,” he says.

What sets Culture Communications apart in a crowded industry, according to Benson, is its fusion of creativity, strategy, and technology. The agency employs AI-powered tools to track cultural shifts, predict performance, and optimise campaigns in real time—ensuring that creativity delivers measurable impact.

Among the agency’s landmark achievements are the 15-year anniversary campaign for KFC Nigeria, the emotionally driven launch of Ami Food Seasoning in a competitive FMCG market, and the repositioning of Culture QuickWins™, a platform designed to deliver high-impact marketing solutions to SMEs in seven days or less.

Looking ahead, Benson says the next frontier for Culture Communications lies at the intersection of data, storytelling, and social impact. While embracing artificial intelligence, he insists that the agency will remain human-centred, with plans to expand into cultural exports, martech innovation, and mentorship initiatives for young creatives across Africa.

If called upon to support national communication efforts, Benson says he would do so without hesitation.

“Nigeria needs narrative engineering, not just press releases,” he says. “We need a voice that unites, educates, and inspires.”

As Culture Communications celebrates 16 years of impact, Benson offers a message to young entrepreneurs and creatives: “Stay curious. Stay gritty. Don’t wait for permission—start where you are. The world will meet you where your consistency lives.”

At 16, Culture Communications stands not just as an agency, but as a testament to the power of culturally grounded storytelling—and to a leader whose bias for impact continues to shape Nigeria’s communication landscape.