"Globally, the Narrative Pen Is in White Folks’ Hands." Nigerian Copywriter Dotun Bello on the Need for Industry Change
INTERVIEW BY TREY ALSTON / CONTRIBUTING WRITER
Working Not Working Member Dotun Bello comes into the American advertising industry with a unique perspective. And because of this, no matter how much he loves what he does, he sees how it could change for the better.
Born in Lagos, Nigeria, Bello is a Senior Copywriter at TBWA\Chiat\Day who’s been immersed in advertising since he was in college. He fell in love with the fun in ideating concepts and seeing them come to life so, upon graduation, he got his start at the Nigerian agency Noah’s Ark, spending five years becoming an acclaimed creative. Soon after, he moved to the United States and did stints at agencies like MullenLowe US, Eleven, Goodby, Silverstein, & Partners, and Forsman & Bodenfors.
Having experienced advertising on multiple continents, how Bello sees this industry in America is bleak yet optimistic. Here’s his story.
Can you tell me about yourself and your backstory?
I was born in Lagos, Nigeria. My older siblings were both born in the US but my parents, like many in the late 80s, moved back home to set up shop. At some point, my siblings moved back to the US, and eventually so did my parents. I was in my second year in college when my dad traveled and that was the beginning of my solo tenure in my city. I found advertising the following year, and I interned at a very small shop in Lagos.
When college ended, I quickly went back to Noah's Ark and asked for a job. I knew I was good at finding perspectives and I just needed to hone the strategy and story-telling bits. Noah's Ark was the perfect place for that. I spent five years as a copywriter in Lagos and each year, I learned dope lessons and my passion for the industry grew. My green card was eventually approved in 2015 and I moved to the US in December. That December was the first time in over a decade that all five members of my family were in the same room for Christmas. It was a great feeling.
What made you pursue advertising?
My school was on strike and I needed somewhere to be. I was introduced to the owner of Noah's Ark and almost immediately fell in love with advertising. I watched a copywriter and strategist talk through insights for hours and it made me so happy to learn I could use my observational skills to get a real job. I loved reading books and making up stories, so copywriting seemed like a natural fit. I was surrounded by really amazing teachers who treated me like I was great before I even knew anything. All of this made me keep coming back and stay curious to get better at it, even before I discovered Oliviero Toscani and the power of purpose-driven work.
“I think the biggest problem is that globally the narrative pen is in white folks’ hands. Even in Africa, our regional campaigns are created all the way in London. That’s ridiculous to me. I think we need to give the people the narrative pen. Let people of color tell their own stories.”
How do you feel about the creative display of advertising today?
I think the biggest problem is that globally the narrative pen is in white folks’ hands. Even in Africa, our regional campaigns are created all the way in London. That's ridiculous to me. I think we need to give the people the narrative pen. Let people of color tell their own stories. Let them write their own stories.
How do you think that the industry can rectify these issues?
Hire more people of color and not just the ones that make you feel comfortable. Hire across the board and not just from advertising schools. Bring DEI into your whole process. Don't just put a Black boy on screen, have a Black boy write the story and another shoot it.
How has the industry changed in terms of diversity since you’ve come in?
I think we have a whole lot of people in the DEI sector now and it's kind of weird. I like the focus, but a lot of it also feels opportunistic, because the needle isn't moving how you'd expect with all the conferences and DEI heads in the industry.
Do you think DEI has benefited the industry? Why or why not?
I think it has. The start of the conversation at the executive level is important.
What do you think should be the number one focus of the industry when it comes to DEI?
Everyone just needs to live and breathe DEI the same way we live and breathe the award shows and our clients’ strategies. For many of us, DEI is a constant. So how do white bosses and colleagues simply attend a conference that tells them all they need to know about my life?
“I’ve learned not to wait on some agency to say ‘Black Lives Matter’ before I gather with friends and make work that says it for us.”
What sweeping changes would you make to ensure that advertising is a better place for everyone?
Help folks love the industry more. Reduce hierarchy. Hire a whole bunch of Black and Brown creative leaders.
How have your experiences in the industry shaped your outlook on being a creative as a whole?
One of the biggest things I've learned is to go out there and make the work that I want to see in the world. Being a creative in advertising means you learn how to come up with dope ideas and execute them. I simply apply that to stuff in real life I care about and want to work on. It's mostly purpose-driven work but I've learned not to wait on some agency to say “Black Lives Matter” before I gather with friends and make work that says it for us.