A giant of brand journalism bows out, leaving a legacy etched in the heartbeat of Nigeria’s marketing communications industry
By Desmond Ekeh
Yesterday, the marketing communications industry received a blow so heavy that it felt like a sudden gust of cold air cutting through a warm room. News spread swiftly, sharply, that a titan had departed. John Ajayi, one of the most enduring pillars of Nigeria’s brand and marketing journalism, had passed on.
It was shocking. Sudden. Disbelieved by many who had interacted with him not long ago.
John? Gone like that?
My mind instantly replayed our last encounter at an event last year. He looked at me with that familiar spark and said, “Desmond, I haven’t seen you for ages. I thought you have left Nigeria like your Oga.” I laughed and hailed him, as always: “The Doyen of the industry.”
“Ok. We will see later,” he replied, stepping into his car.
We never saw again. Such sadness. Such finality.
My earliest memories of John date back to our days at Comet Newspapers, where I reported and wrote features on the Weekend Desk under editors Kayode Idowu and Gbenga Omotosho (now Lagos State Commissioner for Information and Strategy). Even then, one thing was unmistakable – Johnlived and breathed marketing communications. It wasn’t just his beat; it was his passion, his calling, his craft. He was a consummate storyteller of brands, people, and institutions. He worked the beat with the dedication of a man who understood his purpose. And ultimately, he passed on the very path he had walked with honour – he died in glory, doing what he loved.
His transition is undeniably a great loss to the industry. As captured in the statement signed by Hon. Oluwadamilare Ajayi, Executive Chairman, Gbonyin Local Government, Ekiti State, on behalf of the family:
“MARKETING EDGE…announces with deep sorrow the passing of its Founder and Publisher, Mr. John Ajayi, a towering figure in the nation’s media and integrated marketing communications landscape…”
The statement described him accurately: a visionary entrepreneur, an influential voice, a pioneer of brand journalism in Nigeria. John elevated standards, promoted ethics, and created platforms that amplified excellence and innovation. Under his leadership, MARKETING EDGE grew into an authoritative voice – an institution of insight, analysis, and thought leadership.
Beyond publishing, John nurtured young talents, celebrated industry achievements, and spearheaded conversations that shaped the evolution of Nigeria’s marketing communications ecosystem. His discipline, vision, and steadfast professionalism earned him immense respect across media, corporate and agency circles.
The MARKETING EDGE family described his loss as “a devastating blow,” remembering him as a mentor, a leader of unusual passion, and a man whose life transformed the landscape of brand journalism in Nigeria.
Since the announcement, tributes have poured in from across the industry – PR professionals, advertisers, journalists, agency leaders, business executives – all reflecting the depth of John’s influence and the affection he commanded.
On the PRCAN platform Yomi Badejo-Okusanya, Past NIPR President, broke the news. It was terse but bone shaking. It just read: “John Ajay Founder & Publisher of Marketing Edge, has passed”
Reactions started pouring in immediately: For instance, on hearing the news, Tokunbo Modupe, founder of TPT exclaimed: Shocking! Very saddening, John’s pen has dropped. Who will now give marketing the edge through constructive review? John’s contributions to the development of marketing, through insightful reporting and reviews, will be greatly missed….”
“May God grant him eternal rest,” said Nn’emeka Maduegbune, former PRCAN president. Wow! This is too much to take in! May his soul rest in perfect peace, and I pray his memory remains a blessing” added John Ehiguese, founder Mediacraft, and former PRCAN president.
Ehi Braimah, Founder, Neo Media said: “Yes, the world indeed is moving too fast, but how careful can we be? May John’s soul rest in peace. He was a great story teller, foremost brand strategist, and enthusiastic reporter of events in PR, Advertising and Marketing. He weaved MARKETING EDGE magazine around “PROMOTING THE BRAND IDEA.”
Nkechi Ali-Balogun, Founder NECCI, and Chairperson PRCAN, could not believe it. “It’s a lie! What happened? This is so sad. So so sad. Very shocking. I am actually confused here because we spoke not too long ago and he was in very high spirits. The world is moving too fast.”
Chido Nwakannma, former NIPR President added, “Very sad departure. He played his part well. Friends and family can hold on to that knowledge and the associated memories. At the end of the day, we become only memories. May we leave pleasant ones. RIP, Sir.”
Then his friends and colleagues in the marketing communications writing beat also poured their heart for John. Pouring out his emotions Ayobami Lukman Ishau wrote: “Adieu, John Olulope Ajayi. Your passing has left a deep void in our hearts, but your impact continues to light our paths. You were more than a boss, you were a mentor, a teacher and a guide who opened the doors of brand journalism and ushered me into the world of marketing communications with patience, wisdom and unwavering belief. Rest well, sir. Your influence will remain with me always.”
For Adetunji Faleye, “Adieu OGA. Rest in peace. You came; you saw and conquered the marketing industry.” And for Dan Obi, President of the Brand Journalists Association of Nigeria, BJAN, it was a shock. “This is shocking. He promised to be at BJAN annual conference. Oh no.”
Across the internet, tributes continue to surge, each one testifying to a truth that now seems clearer than ever: John Ajayi made his mark – boldly and indelibly – on the sands of marketing communications history.
He served. He gave. He built. He told the stories of others with grace – and now, his own story is being told with reverence.
May God grant him eternal rest.
May He comfort his family.
And may the memories John leaves behind: rich, timeless, and inspiring – console the hearts of his friends, colleagues and all who knew him.
