In this episode, Anita Patrick chats with Kafilat Awotayo, founder of the Yellow company, about her path into Brand Strategy and Talent Management.

Kafilat has worked with global luxury brands in her career and is now building a thriving agency at the intersection of Nigeria’s creative economy and commerce. She shares how she’s carved a space for herself in this industry, and the mindset shift creatives need to turn their skills into sustainable businesses.

What we discussed:

• Why you must fight for your place if you want to build credibility at work

• How proactive learning and shadowing can fast-track your growth

• The role of trend forecasting in staying relevant and competitive

• Why creatives should start thinking like corporations

• Why build meaningful industry relationships that open doors

• Working at an agency vs. in-house, which should marketers in Nigeria choose

• The importance of networking and community engagement

• Balancing Brand marketing and sales

Where to find Kafilat and The Yellow Company

Instagram:

https://www.instagram.com/kaf.ilatt/

https://www.instagram.com/the.yellowco/

LinkedIn:

linkedin.com/in/kafilatawotayo/

https://www.linkedin.com/company/yellowcomms/

Where to find Anita

LinkedIn: https://www.linkedin.com/in/anita-patrick-gr8n3ss/

Twitter/ X: https://x.com/anitasfire

Instagram: https://www.instagram.com/anitasfire/

What I Do For Work on social

LinkedIn: https://www.linkedin.com/company/what-i-do-for-work

Instagram: https://www.instagram.com/whatidoforwork/

Tiktok: https://www.tiktok.com/@whatidoforwork

Twitter: https://x.com/WhatIDoForWork_

#WIDFWPodcast

Newsletter

https://preview.mailerlite.io/forms/1716316/161986026210854411/share

Chapters

00:00 Introduction

01:27 The work of a Brand Strategist

03:45 Kafilat's journey to Brand Strategy

10:11 Taking a gap year strategically

11:41 Maximizing internships for growth

14:27 Road to Kafilat's Yellow Agency

17:25 Transitioning from 9-5 to agency founder

21:21 Gatekeeping in the industry

23:27 The importance of data in marketing

25:07 Building relationships and networking

26:38 The role of creativity in commerce

28:36 The evolution of Yellow Management

29:57 Supporting the Creative Economy

36:59 Building a framework for creatives

38:59 The expanding creative economy

40:41 What you need to break into Brand Marketing

46:05 Agency vs in-house

47:58 Recap of the conversation

50:15 Mentorship opportunity with Kafilat

Production and marketing by Anita Patrick