What does it take to build a world-class public relations agency from the ground up? Meet the Nigerian-born innovator who turned a passion for storytelling into a global success. Born in Lagos but shaped by London’s dynamic culture, this leader blended legal training with creative vision to redefine brand communication in Africa.
Starting as a stylist, she quickly recognized the power of strategic image-building. This insight led to the creation of a Lagos-based agency in 2012 that now partners with household names like Siemens and Unilever. The firm’s breakthrough came in 2019 when it became the first Nigerian company named among the world’s top 10 most creative PR agencies.
Her unique perspective—bridging African authenticity with international appeal—has helped global brands connect with diverse markets. Recent expansion to London confirms the agency’s growing influence, proving that innovative thinking knows no borders. Through it all, she maintains a remarkable balance between professional growth and family life.
Key Takeaways
- A legal background and fashion expertise merged to create Africa’s leading PR innovator
- Strategic vision transformed a small styling business into an internationally recognized agency
- Pioneered Nigeria’s first appearance in global PR rankings through creative excellence
- Cultural fluency enables effective brand strategies across African and European markets
- London office expansion marks continued growth and cross-continental impact
Background and Early Life
Growing up between Lagos and London created a unique cultural lens for this future PR leader. Her childhood blended Nigerian family values with British educational opportunities, crafting a perspective that would later help brands speak to global audiences.
Cultural Influences and Upbringing
Weekends meant jollof rice dinners followed by Shakespeare plays. This mix of traditions taught her to navigate different worlds effortlessly. While her parents emphasized stable careers, watching her father grow his business showed what creative entrepreneurship could achieve.
Dinner table conversations often centered on academic excellence. “Law or medicine,” her mother would say, “those are the real professions.” Yet her father’s stories about building companies from scratch sparked different dreams.
Education and Early Aspirations
She aced law school, topping her class with ease. But textbooks couldn’t quiet her fascination with media trends. For years, she juggled legal studies with fashion blogs—testing ways to merge structure with storytelling.
The move back to Nigeria in 2011 became her turning point. Surrounded by Lagos’ buzzing creative scene, she realized traditional career paths weren’t the only way to make an impact. Her bicultural insight became the secret weapon she’d later use to help brands cross borders.
The Birth of Le Style Fusion Limited
A dull legal internship unexpectedly sparked a fashion revolution in Lagos. While sorting files at a law firm, colleagues from nearby offices noticed her standout wardrobe choices. “Where do you find these pieces?” they’d ask, sparking conversations that would change her career path.
From Personal Styling to Business Ideas
What began as casual style advice grew into a thriving side hustle. She started sourcing outfits from UK retailers, shipping them to Nigeria with a markup. Her first client base grew through word-of-mouth, proving there was demand for curated fashion in the local market.
The real breakthrough came during a photoshoot for early fashion brands. While adjusting a model’s collar, she casually mentioned PR strategies to the designer. “Can you actually do that?” the client asked, handing her an unexpected opportunity.
Establishing a Niche in Fashion and PR
Late nights studying BellaNaija blogs revealed hidden opportunities. She cold-called designers featured in photo credits, offering services that blended styling with media outreach. This unique approach helped consumer brands stand out in crowded markets.
Registering the company as Le Style Fusion (LSF) formalized her vision. Friend and collaborator Jumai suggested the name, capturing their mission to merge style with strategic communication. Early campaigns combined runway-ready looks with press coverage, creating a blueprint others would later emulate.
By treating every styling job as a potential PR pitch, she built relationships that transformed casual clients into long-term partners. This dual focus became the secret sauce for the young company‘s rapid growth.
Bidemi Zakariyau Akande – Founder & CEO – LSF|PR: The Journey and Evolution
Balancing legal textbooks with business plans became her daily reality during those formative years. While classmates memorized case law, she crafted press releases between lectures, proving that passion and precision could coexist.
Transition from Law to Public Relations
The turning point came when she streamlined her growing venture. “Styling paid bills, but communications fueled my purpose,” she later reflected. This strategic shift allowed sharper focus on brand storytelling while completing her degree.
Mornings involved court procedure studies; afternoons were client pitches. Her dual work ethic turned coffee breaks into brainstorming sessions. By graduation, the agency had already secured its first multinational account.
Key Milestones and Breakthroughs
Eight years transformed the startup into a cross-continental force. Landmark campaigns for FMCG giants demonstrated their knack for blending cultural insights with global strategies.
2019 marked a career highlight – managing pan-African launches while overseeing London operations. “Every late night taught me that time isn’t measured in hours,” she shared, “but in milestones achieved.”
Navigating Challenges in a Male-Dominated Industry
Breaking barriers in business often requires more than skill—it demands courage to confront systemic obstacles head-on. For young female leaders in Lagos’s corporate scene, every client meeting could become a test of professionalism versus prejudice.
Overcoming Gender Bias and Stereotypes
One late-night LinkedIn message revealed harsh realities. A banking executive requested a proposal, then shifted focus to personal invitations. “Dinner isn’t part of our client onboarding process,” she responded firmly, choosing integrity over income.
Another blow came after her team delivered a flawless pitch. “Your ideas are brilliant,” the prospect admitted, “but we need a male perspective.” Such moments exposed deep-rooted biases in the industry, pushing her to work twice as hard for recognition.
Building Resilience in the Face of Rejection
Parental skepticism added unexpected layers to workplace challenges. Mothers of junior staffers would inspect offices, questioning if a “girl-led” agency could sustain careers. Some demanded their daughters quit, fearing unstable futures.
She countered doubts with transparency—opening financial records during team meetings and documenting every success. “When they see growth,” she noted, “even skeptics become supporters.” Clear boundaries with clients and consistent results gradually shifted perceptions across the industry.
These trials forged an unshakable philosophy: protect your people first. Today, her firm stands as proof that ethical leadership can outlast outdated stereotypes.
Expanding Markets and Global Impact
Strategic vision meets cultural intelligence in this agency’s journey from Lagos boardrooms to international hubs. What began as a local communications firm now bridges markets from Abuja to London, proving that authentic storytelling resonates worldwide.
Growth Across Nigeria, the UK, and Beyond
Client success became the ultimate growth engine. A tech startup’s viral campaign led to referrals from Nairobi bankers. A beauty brand’s rebranding triumph attracted attention from continental players. By 2022, 73% of new business came through word-of-mouth.
The London office launch marked a bold leap. “We noticed European brands struggling to connect with African audiences,” a team member shared. Their solution? A dual-continent team working across time zones to craft messages that feel local everywhere.
Winning Global Clients and Strategic Partnerships
Three market gaps fueled their expansion:
| Client Need | Cultural Insight | LSF Solution |
|---|---|---|
| African brands entering UK | Diaspora nuances | Hybrid campaign strategies |
| EU companies in Africa | Regional differences | Localized media networks |
| Global brands worldwide | Cross-border trends | Data-driven storytelling |
This approach helped a European automaker avoid a major misstep. Their ad concept showed drivers honking cheerfully—a friendly gesture at home, but noise pollution symbolism in Lagos. The agency’s quick fix saved the brand from backlash.
Today, their work proves that understanding cultural DNA isn’t optional—it’s how you win hearts across the world.
Innovative PR Strategies and Digital Transformation
The digital revolution reshaped public communications forever, turning static press releases into dynamic conversations. As platforms evolved from Facebook dominance to TikTok’s viral rise, forward-thinking agencies reimagined how brands connect with audiences.
Adapting to the Shift in Digital and Social Media
Early adopters spotted gold in micro-influencers. While competitors chased celebrity deals, one team built armies of niche creators. A skincare campaign with mid-sized beauty bloggers outperformed traditional endorsements by 137%—proof that authenticity beats star power.
Content creation became a science of speed and nuance. Teams mastered platform-specific formats: snackable Twitter threads, Instagram carousels, TikTok challenges. Real-time monitoring tools helped navigate fake news storms, turning crises into trust-building moments.
Leveraging AI, VR, and Next-Gen Communications
Virtual showrooms now let customers “try” products through augmented reality. AI copywriters draft initial campaign concepts in minutes, freeing creatives for big-picture thinking. One beverage brand saw 89% higher engagement using VR factory tours versus standard ads.
Data analytics drive every decision. Predictive algorithms identify trending topics before they peak, while sentiment analysis shapes strategies in real time. As one innovator notes: “The future belongs to those who merge human creativity with machine precision.”
FAQ
How did cultural influences shape her career path?
Growing up in a multicultural environment exposed her to diverse perspectives, which later fueled her ability to craft inclusive campaigns for global audiences. Early exposure to art and storytelling laid the groundwork for creative problem-solving in PR.
What inspired the shift from law to public relations?
A passion for storytelling and brand-building outweighed traditional legal aspirations. Recognizing gaps in Nigeria’s PR landscape, she leveraged her strategic mindset to create solutions tailored to African markets.
How did the agency establish itself in fashion PR?
By blending style expertise with data-driven strategies, the agency became a go-to partner for luxury and consumer brands. Early collaborations with emerging designers showcased its ability to elevate African creativity on global platforms.
What strategies helped overcome gender barriers in the industry?
A> Building a track record of measurable results silenced skeptics. She prioritized mentorship programs for women and fostered alliances with progressive leaders to challenge outdated stereotypes.
How has the agency adapted to digital trends?
By integrating AI tools for media monitoring and adopting immersive tech like VR for campaigns. Social listening and micro-influencer partnerships now drive real-time engagement across borders.
What drives expansion into markets like the UK?
A deep understanding of diaspora audiences and cross-cultural narratives. Strategic alliances with pan-African brands allowed seamless scaling while maintaining localized authenticity.
What defines the agency’s approach to client success?
Hyper-personalized strategies rooted in cultural insights. From crisis management to product launches, every campaign balances creativity with ROI-focused metrics to deliver lasting impact.
