40 Under 40: How Jerry Adeyeri Became Nigeria’s ‘Media Ninja’

Back in the University, a young Jerry Adeyeri was unknowingly scripting the first chapters of what would become a formidable career in public relations. It wasn’t just a bid for the Vice Presidency of his faculty that ignited his passion; it was the realisation that effective communication could shape perceptions, influence communities, and drive meaningful change.

Adeyeri has become a beacon for those seeking to navigate the complexities of brand building and reputation management. In this interview with Business Elites Africa (BEA), he shares his roadmap to success and how he’s building an enduring legacy.

Walk us through your journey—how did you get to where you are today, and what inspired it?

Jerry: My journey began during my university days at FUNAAB (Federal University of Agriculture, Abeokuta), where I ran for Vice President of my faculty. Engaging with students and spotlighting campus talents sparked my interest in public relations. This foundation grew as I took on more hands-on projects, and the turning point came when I managed major movie campaigns in 2016/2017. That experience solidified PR as my true calling. Today, I continue to shape perceptions and build lasting reputations through my work at Smithworks Media and Media Ninja PR.

Can you share a specific moment when you realized you were on the verge of something big?

In 2019, I was recommended for a project by a colleague involving a US-based entertainment investor. The overwhelmingly positive feedback and the media buzz it generated were eye-opening. It was then that I realized my work was creating real value, which soon led to greater opportunities. Since then, I’ve collaborated with brands like Red Bull and Darling Hair, cementing my place in the industry.

What unique qualities do you believe have been critical to your success in an increasingly competitive world?

Self-belief and consistency have been my cornerstones. PR is a vast and often overwhelming field, but I approach each new project as if competing with my last, always aiming to outdo my previous work. Staying teachable has also been essential, as learning from clients, peers, and the market keeps me adaptable and sharp.

How have you leveraged your influence to create change in your community or industry?

I’m a firm believer in sharing knowledge. Through workshops, like the training sessions I held for the Nigerian Ports Authority (NPA), and through leading impactful PR projects, I’ve mentored and empowered others. The recognition and recommendations that have followed speak to the tangible impact of this approach.

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What was your strategy for breaking into the industry, especially considering the challenges in the African market?

My strategy was to build credibility through small, impactful projects and then leverage that success for bigger opportunities. Working on top-grossing movies like “The Wedding Party” and projects such as Art X Lagos were key stepping stones. Networking, adaptability, and understanding the intricacies of Africa’s competitive market helped build my brand presence.

How do you balance risk and reward when making high-stakes decisions?

I assess risks by focusing on potential long-term gains rather than short-term outcomes. For instance, when managing media relations for Chicken Republic’s 20th anniversary, the stakes were high, but the campaign’s success in boosting brand visibility justified the risk.

What unconventional approach have you taken that turned out to be a game-changer?

For a major client, I once suggested a media blitz through smaller, underutilized outlets, rather than focusing solely on traditional platforms. The broad reach and unique visibility we achieved were far beyond expectations. However, this unconventional approach needs to be tailored for specific projects, as it doesn’t work universally.

How do you maintain resilience and focus in a high-pressure environment?

I rely on consistent routines like early morning reflections and task prioritisation to stay grounded. Delegating tasks also allows me to maintain a high level of performance without burning out.

How do you future-proof your career and business in a rapidly evolving world?

Constant upskilling is key. I regularly take PR masterclasses and explore new platforms to stay ahead of trends. By future-proofing Smithworks Media and continually adapting to industry changes, I ensure our services remain relevant.

What is your leadership philosophy, and how has it evolved?

I believe in leading by example and empowering my team. As I’ve grown, my leadership style has evolved to emphasise collaboration and mentorship, ensuring the growth of my team alongside the company.

How do you define wealth, and how has that influenced your approach to business and life?

Wealth, for me, is about impact and legacy. While financial success is important, purpose-driven work and the value I create for others are equally significant. Striking a balance between wealth creation and meaningful work leads to a more fulfilling life.

What key partnerships have elevated your brand, and how did you cultivate them?

Collaborations with brands like Red Bull, Chicken Republic, and Ikoyi Club 1938 have elevated my profile. These relationships were built on trust and consistent results, and I focus on long-term, mutually beneficial partnerships that align with my goals.

How are African entrepreneurs reshaping global perceptions, and what role do you play?

African entrepreneurs are creating innovative solutions that address global challenges, particularly in tech and entertainment. Through PR, I amplify these voices, ensuring that African narratives reach the global stage.

What is your vision for the future of your industry, and how do you align your actions with that vision?

I see a PR industry that is data-driven, agile, and deeply integrated with digital strategies. My role is to continue pushing creative boundaries and fostering innovation while ensuring that cultural relevance remains at the heart of the strategies we deploy.

If you could leave one lesson for the next generation of African leaders, what would it be?

Stay teachable. Knowledge is important, but the willingness to learn and adapt is what sets great leaders apart. I live by this lesson every day, continuously refining my skills and staying open to new trends.