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The Mike Adenuga brand and the allure of savvy exclusivity – Toni Kan

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News of Mike Adenuga’s re-emergence as the second richest man in Nigeria got many Nigerians excited on Friday 12th January, 2024. Forbes re-evaluation of his net worth put it at $7.4bn as of January 11th 2024.
The news has led to fevered speculation as to how soon Adenuga, the moving spirit behind Globacom and Conoil, will attain the Number One position.
Conoil was among the 11 enterprises promoted by entrepreneurs that included M. K. O. Abiola, Alhaji Dantata, Alhaji Indimi, Alhaji Mai Deribe, Chief Michael Ibru, Kase Lawal, Chief Lulu Briggs, who received discretionary oil licences in 1990.

Mike Adenuga’s Consolidated Oil which got OPL 113 and is now known as Conoil, was the first to bring its field to first oil and has been producing ever since transforming that licence into one of Nigeria’s most successful indigenous oil and gas stories and making Adenuga the Godfather of Nigeria’s indigenous E&P companies.
Globacom has been around for over 20 years during which it has become one of Nigeria’s second largest telecommunications company beloved by subscribers and the generality of Nigerians for pioneering per second billing and causing a seismic shift in the industry.
Beyond Conoil and Globacom, Adenuga has substantial interests in banking and finance.

His recent valuation by Forbes as Nigeria’s second richest man and 5th in Africa is premised on the giant strides Globacom has made especially in corralling over 30% market share in Nigeria’s telecommunications ecosystem.
But this piece is not about Globacom or Conoil or his philanthropic exertions which have assumed legendary status. This piece was excited by a comment gleaned from a Whatsapp platform where someone had quipped: “How can someone with this kind of money maintain such an invisible profile?”
In a 2021 piece I published on Decoding Mike Adenuga, I had made the following observation: “When the story of 20th and 21st century Nigerian enterprise and industry is told, one name will stand out and confound those whose job it is to chronicle such things because they will have so little to go on because Mike Adenuga has built a public persona defined by near invisibility. In the age of social media and over-exposure, the man who admirers and traducers often refer to as The Bull, has no social media account, seldom ever attends events, rarely makes public appearances and hardly does media interviews, yet he is always on the pages of our newspapers and on the lips of many Nigerians.”

This piece will concern itself with Mike Adenuga’s personal brand. Adenuga is an enigma; the fabled elephant which yields different aspects to the fabled blind men.
Hailed as The Bull for his tenacity; heralded as the Great Guru for his business acumen and saluted as the Great Kahuna for his sagacity, Mike Adenuga has often been wrongly described as a recluse; on account of the fact that his public appearances have been likened to Halley’s Comet; a rare occurrence.
To return again to my old piece, I posed the question: “Why is this so? Why are we so enamoured of a man who prefers to operate from behind-the-scenes?”
It is because human beings are attracted to mystery. And that mystery, in the case of the Mike Adenuga brand, is deliberate and intentional. When it comes to his personal brand, Adenuga has mastered the art of “savvy exclusivity” and it is telling because he is a businessman who has amassed amazing wealth from providing freely available products that impact millions from Conoil’s low priced but high quality lubricants to Globacom’s per second billing and mass market product offerings.
By keeping his public interactions to the barest minimum, Mike Adenuga invites speculation and in speculating we exaggerate and in exaggerating we amplify his brand essence and value.

He is the big masquerade that appears once in a blue moon and such appearances lead to mass hysteria.
Here is a case in point: After President Bola Ahmed Tinubu was sworn in as incumbent president, his office was, understandably, besieged by visitors but no visitor received as much bandwidth and newspaper acreage as Adenuga even though he gave neither interview nor photo-op. The mere fact of his seeming emergence from his cocoon was enough to excite frenzy.

As far as news reports go, his last public appearance before heading to Abuja was at the Awujale’s palace and before then at the Igbinedion wedding.
By limiting his public sightings, Mike Adenuga is taking a leaf from the pages of marketing strategy which deal with scarcity and demand, something Robert Cialdini defined as the “scarcity principle of persuasion” in his book Influence: The Psychology of Persuasion .
This principle holds that the more difficult it is to access a service, obtain a product, or get hold of an offer, the more valuable it becomes. This is the principle behind scalping; where tickets to important events are, for instance, purchased in bulk thereby leading to scarcity and invariably driving the price up.
If Mike Adenuga was a product, he would be uber premium; a product that people would know of yet clueless as to how to purchase it. He would be more than a limited edition, thriving on savvy exclusivity and thus making the Mike Adenuga brand sui generis; in a class all of its own.
This is because as Lisa Ditzlmüller writes in L’officiel, by “deliberately limiting availability, they create an aura of specialness and create high demand for their exquisite goods.”

Mike Adenuga is defined by that savvy exclusivity and “specialness” and that is at the core of our eternal fascination with Nigeria’s second richest man who we never tire of talking and writing about.
As speculations continue as to how long we have to wait before Adenuga becomes Nigeria’s richest man, I will borrow words from a loquacious friend whose response to anything the baffles is always a simple – “if we don see ninety nine, wetin be hundred!”
Soon come.

***Toni Kan, a former Head of PR at Globacom, writes from London.

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Oyo Stampede: Ooni’s ex-wife Naomi Silekunola, others arrested as police confirm 35 minors dead.

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Oyo State Police Command has confirmed the arrest of organisers of the children’s funfair at Islamic High School, Basorun, Ibadan on Wednesday which resulted in a tragic stampede claiming the lives of 35 children.

 

In a statement released on Thursday, the command’s spokesperson, Osifeso Adewale, disclosed that Prophetess Naomi Silekunola, the main sponsor of the event and former wife of the Ooni of Ife, Oba Adeyeye Ogunwusi, has also been taken into custody.

 

 

Sequel to the Stampede incident recorded on Wednesday 18/12/2024 at the Islamic High School, Basorun, Ibadan venue of the family event Organized by Wings Foundation and Media partners Agidigbo Fm, the Oyo State Police Command wishes to inform the good people of the State that (8) Persons have since been arrested for their various involvements,” the statement said.

 

“These persons include the main event sponsor, Prophetess Naomi Silekunola ’f’ age 31yrs, Fasasi Abdulahi, ’m’ age 56yrs (School Principal Islamic High School, Ibadan), Genesis Christopher, ’m’ age 24yrs, Tanimowo Moruf,’m’ age 52yrs, Anisolaja Olabode, ‘m’ age 42yrs, Idowu Ibrahim, ‘m’ age 35yrs and Abiola Oluwatimilehin, ’m’ age 25yrs.

 

 

“So far (35) Thirty-Five Minors have been documented Dead while (6) Six others are critically injured and on various Medical Interventions.

 

 

In furtherance of the above, the case has since been transferred to the Homicide Section of the State Criminal Investigation Department, Iyaganku with the Deputy Commissioner of Police in charge leading the investigations.

 

 

“So also, residents around the axis are advised not to panic as they would witness high-level patrols and visible Police presence to prevent hoodlums from taking advantage of the unfortunate situation.”

 

The command said it sympathised with all the families of those affected by the tragedy and assured that justice would be served accordingly.

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Tinubu presents 2025 budget to National Assembly

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… PRESENTATION BY HIS EXCELLENCY, PRESIDENT BOLA AHMED TINUBU, GCFR   OF   THE 2025

BUDGET OF RESTORATION: SECURING PEACE, REBUILDING PROSPERITY   TO   A JOINT SESSION OF THE NATIONAL ASSEMBLY ON WEDNESDAY 18TH DECEMBER, 2024

 

PROTOCOLS: — The Vice President, Senator Kashim Shettima — Senate President, Distinguished Senator Godswill Akpabio — Right Honourable Speaker, Tajudeen Abbas — National Chairman of our great party, Excellency, Abdullahi Umar Ganduje — State Governors here present — Distinguished Leaders and Members of the National Assembly — Senior Government Officials here present — Gentlemen of the press,   My Fellow Nigerians,

1. In fulfilment of one of my constitutional duties and with unyielding commitment to rebuilding Nigeria towards ensuring that we remain steadfast on the journey to a prosperous future, I hereby present the 2025 Budget to the Joint Session of the 10th National Assembly.

2. On this day, before this hallowed chamber, I present to you the 2025 Budget at a time when our country is at a crucial point in its development trajectory.

3. The 2025 Budget Proposal again reinforces our administration’s roadmap to secure peace, prosperity, and hope for a greater future for our beloved nation. This budget christened, “Budget of Restoration: Securing Peace, Rebuilding Prosperity,” strikes at the very core of our Renewed Hope Agenda and demonstrates our commitment to stabilizing the economy, improving lives, and repositioning our country for greater performance.

4. The journey of economic renewal and institutional development, which we began 18 months ago as a nation, is very much underway. It is not a journey of our choosing but one we had to embark on for Nigeria to have a real chance at greatness. I thank every Nigerian for embarking on this journey of REFORMS and TRANSFORMATION with us.

5. The road of reforms is now clearly upon us, and as the President of this blessed nation, I know this less-travelled road has not been easy. That there have been difficulties and sacrifices. They will not be in vain. And we must keep faith with the process to arrive at our collectively desired destination.

6. We must build on the progress we have made in the past eighteen months in restructuring our economy and ensuring it is strong enough to withstand the headwinds of any future shocks of the global downturn.

7. The 2025 budget that I present today is one of restoration. It seeks to consolidate the key policies we have instituted to restructure our economy, boost human capital development, increase the volume of trade and investments, bolster oil and gas production, get our manufacturing sector humming again and ultimately increase the competitiveness of our economy.

8. We do not intend to depart from this critical path to strengthen the Nigerian economy. Just as I believe in the resilience of our economy to withstand the current challenges, I also strongly believe in the resilience of the Nigerian people. Again, I summon the unstoppable Nigerian spirit to lead us on as we work to rebuild the fabric of our economy and existence.

9. The improvements we witnessed in the 2024 budget have led us into the 2025 budget. The goals of advancing national security, creating economic opportunities, investing in our youthful population, infrastructure development, and national re-orientation form the core of the 2025 budget. But more than that, this will lay a solid foundation for Nigeria’s future growth trajectory.

CURRENT ECONOMIC REALITIES AND PROGRESS

10. Distinguished Senate President, Right Honourable Speaker of the House of Representatives, leaders and members of both Chambers of the National Assembly, I report today that our economy is responding positively to stimulus. Our objective is to further stimulate the economy through the implementation of targeted fiscal stimulus packages through public expenditures and specific non-inflationary spending.

11. The reforms we have instituted are beginning to yield results. Nigerians will soon experience a better and more functional economy.

12. Global economic growth for the outgoing year 2024 was projected at 3.2 percent, and against predictions, our country made significant progress.   o Our economy grew by 3.46 percent in the third quarter of 2024, up from 2.54 percent in the third quarter of 2023.   o Our Foreign Reserves now stand at nearly 42 billion US dollars, providing a robust buffer against external shocks.   o Our rising exports are reflected in the current trade surplus, which now stands at 5.8 trillion naira, according to the National Bureau of Statistics.   13. These clear results of gradual recovery, among others, reflect the resilience of our economy and the impact of deliberate policy choices we made from the outset.   2024 BUDGET PERFORMANCE   14. I am happy to inform this National Assembly that our administration attained remarkable milestones in implementing the 2024 Budget. In 2024, we achieved:   o 14.55 trillion naira in revenue, meeting 75 percent of our target as of the third quarter.   o 21.60 trillion naira in expenditure, representing 85 percent of our target, also in the third quarter.   15. While challenges persist, we improved revenue collection and fulfilled key obligations. The transformational effects of this on our economy are gradually being felt.   PHILOSOPHY OF THE 2025 BUDGET   16. The 2025 Budget seeks to: o Restore macroeconomic stability.   o Enhance the business environment.   o Foster inclusive growth, employment, and poverty reduction.   o Promote equitable income distribution and human capital development.   17. Our budgetary allocations reflect the administration’s strategic priorities, especially in the implementation of the Renewed Hope Agenda and its developmental objectives.   2025 BUDGET OVERVIEW   18. The numbers for our 2025 budget proposal tell a bold and exciting story of the direction we are taking to retool and revamp the socio-economic fabric of our society.   o In 2025, we are targeting 34.82 trillion naira in revenue to fund the budget.   o Government expenditure in the same year is projected to be 47.90 trillion naira, including 15.81 trillion naira for debt servicing.   o A total of 13.08 trillion naira, or 3.89 percent of GDP, will make up the budget deficit.   19. This is an ambitious but necessary budget to secure our future.   20. The Budget projects inflation will decline from the current rate of 34.6 percent to 15 percent next year, while the exchange rate will improve from approximately 1,700 naira per US dollar to 1,500 naira, and a base crude oil production assumption of 2.06 million barrels per day (mbpd).   21. These projections are based on the following observations:   o Reduced importation of petroleum products alongside increased export of finished petroleum products.   o Bumper harvests, driven by enhanced security, reducing reliance on food imports.   o Increased foreign exchange inflows through Foreign Portfolio Investments.   o Higher crude oil output and exports, coupled with a substantial reduction in upstream oil and gas production costs.   KEY PRIORITIES: REBUILDING NIGERIA   22. Our budgetary allocations underscore this administration’s strategic priorities, particularly in advancing the Renewed Hope Agenda and achieving its developmental objectives.   23. Highlights of the 2025 Budget Allocations: • Defence and Security: N4.91 trillion • Infrastructure: N4.06 trillion • Health: N2.48 trillion • Education: N3.52 trillion   24. As we embark on implementing the 2025 Budget, our steps are deliberate, our decisions resolute, and our priorities are clear. This budget reflects a renewed commitment to strengthening the foundation of a robust economy, while addressing critical sectors essential for the growth and development we envision.   Securing Our Nation: 25. Security is the foundation of all progress. We have significantly increased funding for the military, paramilitary, and police forces to secure the nation, protect our borders, and consolidate government control over every inch of our national territory. The government will continue to provide our security forces with the modern tools and technology they need to keep us safe. Boosting the morale of our men and women in the armed forces will remain our government’s top priority.   26. The officers, men, and women of our Armed Forces and the Nigerian Police Force are the shields and protectors of our nation. Our administration will continue to empower them to defeat insurgency, banditry, and all threats to our sovereignty. Our people should never live in fear—whether on their farmlands, highways or cities. By restoring peace, we restore productivity, revive businesses, and rebuild our communities.   Infrastructure Development: 27. When we launched the Renewed Hope Infrastructure Development Fund, it was with the conviction that infrastructure remains the backbone of every thriving economy. Under this programme, we are accelerating investments in energy, transport, and public works. By leveraging private capital, we hope to complete key projects that drive growth and create jobs. We have already embarked on key legacy projects: Lagos-Calabar Coastal Highway and Sokoto-Badagry Highway, which will have a huge impact on the lives of our people and accelerate economic output.   Human Capital Development: 28. Our people are our greatest resource. That is why we are making record investments in education, healthcare, and social services:   o Our administration has so far disbursed 34 billion naira to over 300,000 students via the Nigeria Education Loan Fund (NELFUND). In the 2025 Budget, we have made provision for 826.90 billion naira for infrastructure development in the educational sector. This provision also includes those for the Universal Basic Education (UBEC) and the nine new higher educational institutions.   o We are convinced that Universal Health Coverage initiatives will strengthen primary healthcare systems across Nigeria. In this way, we have allocated 402 billion naira for infrastructure investments in the health sector in the 2025 Budget and another 282.65 billion naira for the Basic Health Care Fund. Our hospitals will be revitalised with medication and better resources, ensuring quality care for all Nigerians. This is consistent with the Federal Government’s planned procurement of essential drugs for distribution to public healthcare facilities nationwide, improving healthcare access and reducing medical import dependency.   Revitalizing Agriculture: 29. Increasing agricultural production is central to our food security agenda, but insecurity has crippled this vital sector. We are supporting our farmers with funding and inputs to reignite productivity. Food security is non-negotiable. In this regard, we are taking bold steps to ensure that every Nigerian can feed conveniently, and none of our citizens will have to go to bed hungry.   30. Distinguished Senate President, Right Honourable Speaker of the House of Representatives, leaders and members of both Chambers of the National Assembly and fellow Nigerians, our 2025 budget proposal is not just another statement on projected government revenue and expenditures. It is one that calls for action. 31. Our nation faces existential threats from corruption and insecurity and suffers from many past poor choices. These challenges are surmountable when we work collaboratively to overcome them. We must rewrite the narrative of this nation together, with every leader, institution, and citizen playing their part.   32. The time for lamentation is over. This is a time to act. A time to support and promote greater investment in the private sector. A time for our civil servants to faithfully execute our policies and programmes. It is a time for every Nigerian to look hopefully towards a brighter future because a new day has dawned for us as a nation.   33. As your President, I remain committed and resolute to continue to lead the charge.   34. This 2025 budget proposal lays the foundation for peace, prosperity, and much needed hope. It is the plan through which a Nigeria where every citizen can dream, work, and thrive in safety can be achieved.   35. It is with great pleasure, therefore, that I lay before this distinguished Joint Session of the National Assembly the 2025 Budget of the Federal Government of Nigeria titled “The Restoration Budget: Securing Peace, Rebuilding Prosperity.   36. May God bless our Armed Forces and keep them safe. May God bless the Federal Republic of Nigeria.   Thank you.     Bola Ahmed Tinubu, GCFR President, Commander-in-Chief of The Armed Forces, Federal Republic of Nigeria

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Nigerians Should Be Ready For Better Days As Economy Responds To Reforms — Tinubu

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President Bola Tinubu, on Wednesday, assured Nigerians of a stronger economy, stating that his reforms are beginning to yield positive results.

Tinubu made this remark while presenting the 2025 Appropriation Bill to a joint session of the 11th National Assembly in Abuja.

He said, “I report today that our economy is responding positively to stimulus. Our objective is to further stimulate the economy through the implementation of targeted fiscal stimulus packages, public expenditure, and specific non-inflationary spending. The reforms we have instituted are beginning to yield results, with no reversals.

“Nigerians will soon experience a better and more functional economy. Global economic growth for the outgoing year was 2.0 per cent.

“For 2024, it was projected at 3.2 per cent, and contrary to predictions for our country, we have made significant progress. Our economy grew by 3.46 per cent. The improvements we achieved in the 2024 budget have laid the groundwork for the 2025 budget.”

Details later…

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