Tayo Otubanjo

totubanjo@lbs.edu.ng

Dr. Tayo Otubanjo is a senior lecturer at Lagos Business School. He facilitates full-time and executive MBA modules in marketing management. He is a Visiting Research Fellow at Warwick Business School, University of Warwick (UK) and a Visiting Scholar at Spears School of Business, Oklahoma State University (USA).

Tayo’s research interests sits at the interface between social constructionism on the one hand and the elements of corporate marketing including corporate branding, corporate identity, corporate reputation, corporate image, corporate communications, and corporate public relations, on the other.

On his return from the UK, he worked for CentrespreadFCB Nigeria (a leading advertising agency) as Director for Brand Strategy & Account Planning. At CentrespreadFCB, he offered brand strategy and planning services to numerous national and multinational firms. Some of these include MoneyGram, Dunn & Bradstreet, SC Johnson, Pan Ocean Oil Corporation, Megafone, HiTV, MTI Plc, Mass Power Plc, FCMB Plc, Skye Bank Plc, Emirates, Starcomms, Emzor, Wema Bank Plc, Tantalizers, National Sports Lottery (NSL), Edo State Board of Internal Revenue just to mention a few.

Prior to CentrespreadFCB, Dr. Otubanjo taught a variety of marketing modules at undergraduate and postgraduate levels at Brunel Business School, Brunel University London. He also taught marketing at London Institute of Business Technology.

Earlier in his career, he worked in client service and market intelligence capacity for CMC Connect Lagos (a highly regarded reputation management and stakeholder engagement consulting firm). At CMC Connect, Tayo had the opportunity of working on large national and multinational accounts. Some of these include Coca-Cola, UPS, Accenture, Fanta Blackcurrant, Peugeot, Shell, Microsoft, SAP, Kakawa etc.

His PhD thesis at University of Hull (UK) and later at Brunel University, London examined how business organisations, especially banks, construct the meaning of corporate identity over time. This thesis pioneered the use of social constructionism in the field of corporate identity and in the larger field of corporate marketing studies.

He has won several academic awards including the Teaching Fellowship Award from Brunel University, London (2006-2008); the Vice Chancellor Research Travel Award also from Brunel, University, London (2007) and the British Academy of Marketing Conference Grant (2007). His works have appeared in a number of UK’s RAE quoted peer review journals including Management Decisions; The Marketing Review, Corporate Communications: an International Journal, Journal of Product & Brand Management, Corporate Reputation Review and more. He has published in edited books on topics such as corporate branding (Butterworth-Heinnemann, UK) and corporate reputation (Routledge, USA). In addition to these, Tayo has written well over fifty working papers within his areas of specialization. Full text of these papers, which are at various stages of review, can be located and viewed on the Social Science Research Network (SSRN) website.

Tayo has reviewed academic and research papers for a number of European academic journals. Some of these include European Journal of Marketing, Journal of Brand Management and Journal of Communication Management.

Tayo consults in the broad areas of corporate brand and corporate identity management, strategic corporate communications, brand strategy development, brand leadership management, strategic corporate reputation management and also semiotic deconstruction of corporate advertisements.

Publications