OTUBANJO Tayo

Dr. Tayo Otubanjo is a senior lecturer (in Marketing) at Lagos Business School. He facilitates full-time and executive MBA modules in marketing. Tayo is also a Visiting Faculty at the School of Media and Communications, Pan-African University, where he teaches brand strategy & communications within the M.Sc. Marketing Communications programme. He is a Visiting Research Fellow at Warwick Business School, University of Warwick (UK) and a Visiting Scholar at Spears School of Business, Oklahoma State University (USA). 

Tayo’s academic research interests sit at the interface between discourse analysis, historical institutionalism, social constructionism, on the one hand, and the elements of corporate marketing including corporate branding, corporate identity, corporate reputation, corporate image, corporate communications, and corporate public relations, on the other.

Prior to joining Lagos Business School, he was Director, Strategy & Account Planning at CentrespreadFCB Nigeria (a leading advertising agency in West Africa; belonging to DraftFCB, a global network of marketing communications agencies). At CentrespreadFCB, he offered brand strategy and planning services to numerous national and multinational firms. Some of these include MoneyGram, Dunn & Bradstreet, SC Johnson, Pan Ocean Oil Corporation, Megafone, HiTV, MTI Plc, Mass Power Plc, FCMB Plc, Skye Bank Plc, Emirates, Starcomms, Emzor, Wema Bank Plc, Tantalizers, National Sports Lottery (NSL), Edo State Board of Internal Revenue just to mention a few. Dr. Otubanjo is a brand and reputation management consultant to a number of business organisations including MBC Securities.

Before the invitation to work for CentrespreadFCB, Dr. Otubanjo taught a variety of marketing modules at undergraduate and postgraduate levels at Brunel Business School, Brunel University London. He also taught marketing at London Institute of Business Technology.

Earlier in his career, he worked in client service and market intelligence capacity for CMC Connect Lagos (a highly regarded reputation management and stakeholder engagement consulting firm). At CMC Connect, Tayo had the opportunity of working on large national and multinational accounts. Some of these include Coca-Cola, UPS, Accenture, Fanta Blackcurrant, Peugeot, Shell, Microsoft, SAP, Kakawa etc.

His PhD thesis at University of Hull (UK) and Brunel University, London, which examined how business organisations especially banks construct the meaning of corporate identity over time, pioneered the use of social constructionism in the field of corporate identity and in the larger field of corporate marketing as a whole.
 
He has won several academic awards including the Teaching Fellowship Award from Brunel University, London (2006-2008); the Vice Chancellor Research Travel Award also from Brunel, University, London (2007) and the British Academy of Marketing Conference Grant (2007). His works have appeared in a number of UK's RAE quoted peer review journals including Management Decisions; Corporate Communications: an International Journal, Journal of Product & Brand Management, Corporate Reputation Review and more. He has published in edited books on topics such as corporate branding (Butterworth-Heinnemann, UK) and corporate reputation (Routledge, USA). In addition to these, Tayo has written well over fifty working papers within his areas of specialisation. Full text of these papers, which are at various stages of review, can be located and viewed on the Social Science Research Network (SSRN) website.

Tayo has reviewed academic and research papers for a number of European academic journals. Some of these include European Journal of Marketing, Journal of Brand Management, Journal of Communication Management.

Tayo consults in the broad areas of corporate brand and corporate identity management, strategic corporate communications, brand strategy development, brand leadership management, strategic corporate reputation management and also semiotic deconstruction of corporate advertisements.

Doctoral supervision and teaching philosophy

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