Why Kelvin Orifa, Ex-MTN Youth Segment Lord, Runs with Own Emblue
Kelvin Orifa, a Microbiologist turned accomplished marketing professional has left the services of leading ICT company to float and run his Emblue, a marketing communication consultancy fused with huge dose of mobile technology and music.
Kelvin Orifa who started out with Multilink as a marketing personnel shortly after graduation has garnered over one and half decades of global brand building experience with about a dozen spent of those spent at MTN Nigeria. However, before berthing the plum MTN job, he had a 3-month stint at Econet (now Airtel).
Coming from a science background, Orifa utilised every opportunity to improve his learning in the area of marketing communication locally and internationally. At a point, Orifa had to go all the way to the United Kingdom in search of knowledge to keep up with competition, he disclosed.
Still on his transition from his natural science background to marketing and especially youth marketing he said, “To be honest, MTN has done a lot for me; they’ve made very significant investment in me. And I’ve also added some other investments too; I gave in to learning. Because I wasn’t coming from a marketing background from a school perspective, I gave myself to learning.
Let me say that I’m never disenfranchised in an environment; I don’t shut down because I create excitement and fun in anything I do. However, you also get to the point you ask yourself, ‘after here, what next?’ That what next is not about the next position; it’s about what’s the next big challenge. So, I’ve been asking myself that question. But I knew the time was up, when exactly, I couldn’t pinpoint that,”.
He worked extensively in youth segment for MTN brand. Working with DDB, the company’s Agency, Orifa recorded a huge feet making the brand No.1 with most number of followers on Facebook. He was said to had showed the way engagement is done on the new platform called Facebook while he also excelled in numerous other responsibilities entrusted to him.
“Youth Segment was it for me; I had a blast. Playing in the SME segment, I tried to identify with the industry that the SMEs connected with; I connected with that industry. So, as SME specialists then, I had very good relationship with all the key SME stakeholders, including Enterprise Development Service, Fate Foundation, Abuja Enterprise service, National Association of Small Scale Industrialists, SMEADAN and the rest. Coming to the youth segment, I also wanted to identify one industry that the youth segment connects to, which is the music industry.”
He describes his new Emblue as a purpose built agency at the cusp of mobile technology, youth and millennial marketing, music business and new media communications. Emblue provides opportunities for clients, their customers and stakeholders to thrive by assisting them to communicate more, via wholesome experiences, irrespective of the media line or platforms. The firm is designed to help organisations remain relevant with their marketing communication strategies, in response to trending consumer consumption/engagement habit.
“We seek to help meet customers’ expectation of consistent, nimble and seamless movement, from channel to channel and device to device- using paid, earned, or owned methods. We provide the road map to guide organisations’ journey through new media communication by leveraging on our specialisations in digital culture and entertainment,” he said.
With a huge experience in managing and driving consumer acquisitions and engagements using music and entertainment as key tools, Orifa is of the opinion that organisations can achieve their business objectives by employing a marketing communication strategy that is hitched on trending consumer media consumption and engagement habits.
“In setting up Emblue, I first of all thought of all the places I’ve played well. I’ve also seen that over and over again that there’s a value in me, which the environment, too, has also helped me to reshape. So, I’m playing strongly around media and marketing communication, mobile technology and music,” he said.