Tolu Onile-Ere is Managing Director/CEO, Playhouse, a digital marketing company. After 12 years as a digital marketing company, Playhouse Limited is making a bold move to expand its presence in the creative and digital space with the launch of StoryStoryHub.
in this interview with Saturday Sun, Onile-Ere explains why he took a bold step to expand the company’s presence in the digital space with the launch of StoryStoryHub:
You have been celebrating the 12th anniversary of Playhouse with fanfare. Tell us more about Playhouse and the significance of this anniversary. Playhouse is a digital marketing agency based in Lagos, Nigeria. We believe that successful brands need to create communications that engage. And we believe that digital offers a cost effective platform for creating and maintaining this dialogue. It should be noted that we don’t do technology for technology’s sake.
So at the core of all we do is “The Idea” – The Idea that inspires and connects a brand with its audience so that they willingly give their time. So that they invite the brand into their space and enter into a conversation. We believe that’s where every brand wants to be – talking with their customers rather than at them.
With regards to our 12th anniversary and the celebrations, 12 isn’t in itself a milestone anniversary or anything like that. We just believe that each anniversary is something to be marked and celebrated. We’ve had quiet ones and we’ve had bigger ones, like this year’s anniversary. This year we just had the idea of sharing the story of our journey and as we looked back, we started wondering what stories other people might have about the digital creative economy – and so, we thought let’s share ours and encourage others to share theirs.
What inspired you to come up with the idea of StoryStoryHub?
As an agency, we like to just try stuff. We have built a site that tracks which emoji is the most used in Nigeria; we have tried to create a ranking scale for plantain chips and we set up our own podcast last year to have conversations around digital and tech in Nigeria, Africa and beyond. So this year, we were just thinking of telling our story to mark our anniversary and as we worked on it, we thought it was interesting and that some people might find it useful. And that made us think of all the stories that exist out there. So, we thought, let’s share ours, invite others to share theirs and let’s keep the story of the digital creative economy going.
Is there any correlation between ‘Onile-Ere’ and the name of the company, “Playhouse”?
Yes there is. I am Yoruba and the translation of my surname is the owner of the house of fun. And so when I was setting up the agency, Playhouse seemed suitable because it was a translation of my name but it also captured the culture I wanted to create in the agency.
Looking at Playhouse as a business and the creation of StoryStoryHub, how profitable is it?
As the Managing Director of Playhouse, I appreciate the interest in our business and the recent launch of StoryStoryHub. When assessing the profitability of Playhouse, I’d like to offer a perspective that goes beyond traditional financial metrics.
First off, we don’t just focus on profitability at the bottom line. Our top priorities include adding value for our clients, developing a stimulating and rewarding work environment for our staff, and having a good influence in the digital space—all of which are closely related to financial sustainability. We think that a comprehensive approach to business is the key to measuring true success.
We have managed our finances in a way that enables us to compensate our skilled staff fairly, make investments in continuous learning and development, and execute initiatives like StoryStoryHub. Our strategy for profitability is in line with the idea of “enough”—having the means to support the expansion and innovation of our team in addition to maintaining the business.
In relation to StoryStoryHub, we are enthusiastic about its potential, even though it is still in its early phases. We also consider success to be measured in terms of benefits beyond money. The encouraging stories we’ve selected and the platform’s good reception are proof of the value it offers to our audience. StoryStoryHub will not only enhance the reputation of our brand but also open up new avenues for growth in the future.
To sum up, our definition of profitability has a broad perspective that takes into account monetary stability, customer happiness, team fulfilment, and the beneficial effects of projects like StoryStoryHub. We are dedicated to long-term development, meaningful endeavours, and leaving a legacy of significant contributions as we negotiate the ever-changing terrain of the digital creative economy.
What impact has StoryStoryHub made so far on the digital space?
Right now, it has only just launched, so it is too early to judge the impact it has made. What we are pleased with is the positive response to the stories we have so far been able to curate. The overwhelming response has been that the stories are inspiring.
How does it connect with Tales by Moonlight?
The connection is the idea of storytelling. Culturally, storytelling has been the way we pass down our history, build our communities and share learnings. Historically, these stories weren’t necessarily written down but now technology allows us to capture them as video. But at the core is still the idea of telling the story.
What is your sustainability strategy for making a name in the digital space?
Our sustainability strategy revolves around maintaining a balance between creativity, client satisfaction, and financial responsibility. We focus on delivering quality work that adds value for our client’s business, ensuring their continued trust and partnership. Additionally, we stay adaptable to industry trends, invest in our team’s professional development, and explore innovative projects like StoryStoryHub to keep our brand relevant and dynamic in the ever-evolving digital space.
In what ways would you consider this effort an avenue for youth empowerment?
StoryStoryHub serves as a platform not only for sharing our experiences but also for encouraging others, especially the youth, to share their stories in the digital creative economy. By providing a space for diverse narratives and insights, we aim to inspire, educate, and empower the younger generation to explore and contribute to the digital space.
What have been the challenges so far, and what are your strategies to overcome?
Challenges are inevitable in the dynamic field of digital marketing. We’ve encountered issues ranging from staying ahead of technological advancements to maintaining a balance between creativity and practicality. Our strategy involves fostering a culture of continuous learning within our team, staying agile in response to industry shifts, and being open to experimentation. Embracing challenges as opportunities for growth is key to overcoming them.
What is the future of Playhouse? Where do you see it in the next five to 10 years?
In the coming years, we envision Playhouse as a leading force in the digital marketing landscape, known for innovative and impactful campaigns. We plan to expand our reach globally, forge new partnerships, and continue pushing the boundaries of digital creativity. Our focus will remain on delivering value to clients, nurturing a creative and collaborative work environment, and adapting to emerging trends in the industry.
You have won several awards. What do these awards mean to you?
Awards serve as validation for the hard work, creativity, and dedication of our team. They affirm that our approach to digital marketing and storytelling is not only effective but also recognized by our peers and industry experts. More importantly, awards motivate us to continually raise the bar, push creative boundaries, and maintain the high standards that have garnered such recognition. They are a source of pride for our team and a testament to the positive impact we strive to make in the digital marketing space.