With a career spanning over three decades, Kunle Ogunmefun has become a formidable force in Nigeria’s marketing and communications industry. As the Founder and Executive Vice Chairman of Bluebird Communications—one of the country’s most enduring second-generation creative agencies—Kunle has done more than build a company. He’s helped shape the very fabric of the industry.
Renowned for his strategic clarity, creative foresight, and unwavering commitment to enterprise development, Kunle is the rare kind of leader who blends business intelligence with entrepreneurial courage. A proud alumnus of the University of Ibadan, Lagos Business School, and the prestigious Harvard Business School, his academic and professional journey reflects a lifelong pursuit of excellence and value creation.
Before founding Bluebird Communications in 1995, Kunle honed his skills in the corporate world, working at Union Bank and Nicon Insurance—experiences that gave him a strong foundation in business and leadership. Over the years, he has not only built Bluebird into a trusted creative powerhouse but has also contributed to sectors as diverse as real estate, insurance, and media through various board and advisory roles.
Now, as Bluebird Communications celebrates an incredible 30 years of creativity, consistency, and client success, Kunle Ogunmefun remains a builder at heart—of brands, of people, and legacies. In this exclusive interview with Funke Babs-Kufeji, he looks back on the early days of Bluebird, reflects on how Nigeria’s communications industry has evolved, and shares what it really takes to stay relevant—and inspired—three decades on.
Looking back to 1995, when Bluebird Communications first took flight, what was your vision then, and how close is the company today to what you imagined?
1995 was during the military era. Many businesses were shutting down, and the climate was tough. However, I noticed a gap in the market —a real need —and I chose to fill it. It’s been a journey, full of challenges and growth, but looking back, I believe we made the right call. Our Clients are extremely satisfied with our data-driven creative solutions, delivered with robust technology. Today, 30 years later, we’re still standing, still evolving, and focused on the journey ahead.
When you founded Bluebird Communications in 1995, what was your guiding vision and what inspired the name ‘Bluebird’?
Bluebird was founded with a clear purpose — to be a focused and strategic partner to brands. Over the years, we’ve built a team that’s not just skilled but driven by a sense of purpose. The name ‘Bluebird’ isn’t just a name; it symbolises resilience and strength, like that famous rare bird in Australia, small but tireless. That spirit defines how we work and why we’ve endured.
In the first five years, you built a strong portfolio in the financial sector. What was your strategy for winning trust in such a competitive space?
First, I want to state that I never worked in any advertising agency prior to setting up Bluebird. My background in the financial industry played a key role. I brought with me the discipline, structure, and professionalism of the financial sector when we set up Bluebird. That foundation helped shape how we operate, and it’s been critical to building the trust and long-term relationships we enjoy with our clients today.
What were some of the earliest challenges you faced as a second-generation creative agency, and how did you set Bluebird apart from its peers?
The only obvious challenge was the State of the Nigerian economy in 1995. It was indeed the dark days of the Military rule. Nigeria, if you remember clearly, Nigeria was a pariah State. Businesses were shutting down, international companies were returning to their home countries, and potential clients were recalibrating their businesses. However, I was still determined to forge ahead, knowing that amidst chaos lie several opportunities. I basically focused on developing the company, setting up the structures and building the blocks that will deliver profitable yet sustainable business. 30 years after, to God be all the Glory that I took those bold initiatives.
Bluebird has remained compact and highly efficient over three decades. Was that intentional, and what are the advantages of that model in today’s market?
It’s intentional and part of our culture. From the start, I’ve believed that motivated people build great companies. We invest in our team, not just with training but with a sense of purpose. It reflects our leadership style — clear expectations, support, and shared wins. I am sure you have heard the phrase “Beautiful things come in small packages”. Small but effective structures always outperform elephantine but bureaucratic structures.
How did your experiences at the University of Ibadan, LBS, and Harvard influence your leadership style and the way you built Bluebird?
My academic background and business leadership training gave me a very deep and strong foundation. But a real turning point came when I started engaging with other business leaders. Those conversations challenged my thinking and helped me refine our approach at Bluebird. It pushed me to evolve — not just as a founder, but as a leader committed to building something that lasts.
You’ve been described as a strategic thinker and trusted advisor. How do you balance creativity with business logic in your leadership?
Creativity starts with selecting the right talent, people who are not just skilled but curious, self-driven, and hungry to solve problems. Once they’re in, we empower them and give them full trust to get the work done. That’s our philosophy: hire smart, trust fully, and create space for ideas to grow. It’s how we’ve built a culture that consistently delivers work with meaning and impact.
Bluebird has always embraced evolution. How has the agency stayed ahead of disruption in a data-heavy, tech-driven marketing era?
We’ve always planned ahead of the curve. We position ourselves to lead it by hiring the right talent, investing in tools, and equipping our team through continuous training. That’s how we stay ready to meet the demands of each era for our clients and stakeholders. We are always work in progress.
With media relations, storytelling, and big data all converging, what does effective brand communication mean in 2025 and beyond?
The industry is now more data-driven and measurable. What sets great communication apart is how well you interpret that data. At Bluebird, we use insights to shape strong, relevant narratives — but we always keep the human element at the centre. That’s how our team blends strategy with storytelling to create work that connects and deliver.
What’s your take on AI and its growing influence on marketing communications? Friend, foe, or fuel?
AI is fuel. It can sharpen strategy, speed up execution, and open new creative possibilities. But if not properly managed, it can become a foe, stripping out originality, empathy, and nuance. The key is to use it as a tool, not a crutch. At Bluebird, we see it as an enabler, guided by human insight and creativity. We ensure in our work that the final layer — the insight, the storytelling, the emotional intelligence still comes from our people. It is difficult to completely alienate humanity in general and replace it with technology.
Bluebird is known for a collaborative, insight-driven team culture. What’s your secret to building and retaining creative, high-performing teams?
We run a relaxed, merit-driven culture that rejects favouritism and nepotism. Psychological safety is a core value — we see you first as a human, not just a role. Everyone is treated with respect and given the freedom to express, contribute, and grow. That’s why we’ve built a team that stays. Our high retention rate reflects the loyalty and trust we’ve earned over the years.
Looking across your 30-year journey, what core value has never changed at Bluebird and what new values have emerged?
Across our 30-year journey, our values have never changed — creativity, trust, empathy, excellent turnaround time, and a strong sense of ownership. From the outset, we were intentional about establishing values that would endure across shifts in generations and evolving work practices. That’s why our culture is rooted in PRRETI (sounding like PRETTY)— Passion, Respect for the Individual, Responsibility, Excellence, Team Spirit, and Integrity. These aren’t just words; they show up in how we deliver work, how we treat one another, and how we build lasting client relationships. They shape our decisions, guide our service, and define the Bluebird standard.
You’ve mentored and incubated talent across industries. What qualities do you believe define a great leader in today’s communications landscape?
For me, three qualities define a great leader in today’s communications landscape: Character, Passion, and Empathy.
Character because your values must stay intact, no matter the pressure, Passion because this industry demands energy, consistency, and a clear sense of purpose. Empathy, because leadership today is about listening, understanding people, and leading with humanity.
What’s one campaign or client story that still gives you goosebumps, something that reflects Bluebird’s essence?
It’s difficult to pin down just one because we’ve had the privilege of working with exceptional clients across various sectors. Many of our campaigns have delivered more than just results; they’ve created moments that gave both us and our clients goosebumps. That emotional and strategic impact is what we aim for every time.
Bluebird has helped many brands fly. ‘How do you define impact in client work, and what does lasting brand success look like to you?
For us, impact is measured by how well a brand grows and stands out in its category, industry, and market. It’s not just about visibility, it’s about meaningful differentiation. Lasting brand success happens when that visibility turns into sustainability, strong positioning, and bottom-line growth. That’s why we don’t chase short-term wins. We approach every brief with strategy, clarity, and a mindset for long-term partnership. That’s where the real value lies: in helping brands not just fly, but stay airborne.
As Bluebird turns 30, what is your boldest hope for its next chapter, and what advice would you give to young agencies trying to build a legacy of their own?
In another 30 years, I want to see Bluebird still vibrant, evolving with technology, people, and culture. I want us to remain relevant to our clients, our industry, and our country, contributing meaningfully to Nigeria’s economic growth and creative landscape.
To young agencies: don’t chase short-term wins. Build with a long-term view. Focus on value, consistency, and relationships. That’s how you grow a business that lasts.
If there’s one thing I’ve learned, it’s this: stay grounded in your values, stay curious, and always build with purpose.
We got this far because the Almighty God was with us from day one. Bluebird is God-led. We acknowledge Him in all we do. Many thanks also to my Family, our Directors(past and present), staff members( past and present), numerous clients, media partners, Championed by the Duke himself, Prince Nduka Obaigbena, business associates and stakeholders.
I would like to publicly acknowledge two giants on whose shoulders I stood for a long time and whose business principles have been my guiding light in nurturing Bluebird: the late Sir Hassan Olusola Odukale and Otunba Michael Olasubomi Balogun. May their souls continue to find eternal rest. I can never forget them.
