Progress Eyoh
Milestones typically make individuals look again. Tosin Adefeko, nevertheless, has at all times appeared extra enthusiastic about what comes subsequent. At 50, her story just isn’t solely about what she has achieved, but in addition about her willingness to continue to learn, altering and constructing. That intuition has formed a profession spanning banking, media, advertising communications and entrepreneurship. More than a report of success, it’s a story of steady changing into. The thread working by way of all of it is what she has helped make potential for others.
Today, Tosin fondly referred to as Tosh by her buddies is the Founder and CEO of AT3 – The MUVMNT Agency, a model development company that grew from the specialist communications consultancy she based years in the past. Her profession might look fastidiously deliberate in hindsight, however the path was removed from apparent. She studied English and Literary Studies and grew up round books, concepts and vigorous dialog. Her father, the late Dr Femi Adekanye, was a banker, creator and former Chairman of Commerce Bank. Tosin has spoken about studying and enhancing his books, studying newspapers and enterprise magazines, following the information and debating present affairs. That early curiosity that might later form her work in communications was already taking root.
Her first main profession chapter, nevertheless, was banking. Tosin labored throughout 5 banks and constructed a profitable profession, however she got here to an uncomfortable conclusion: being good at one thing doesn’t at all times imply it’s the place you belong. At 31, she selected to change course. After incomes a grasp’s diploma in Marketing Communications in England, she returned to Nigeria and moved into media by way of Arise Magazine and NN24. She later sought a chance to study from considered one of Nigeria’s main advertising communications professionals, Dr Biodun Shobanjo. She joined The Quadrant Company, rose by way of the ranks and ultimately grew to become Chief Operating Officer of QuadrantMSL, working with main native and worldwide organisations throughout expertise, monetary providers, FMCG and different sectors.
Those years gave Tosin expertise, however additionally they helped her see what was lacking. She started to discover market gaps and alternatives to do issues in another way. Eventually, she determined to construct one thing of her personal. That determination grew to become AT3 Resources. The early years weren’t glamorous. Tosin has spoken overtly about having extra time than briefs and taking over alternatives, together with some unpaid work, to construct expertise and credibility. She volunteered her experience to organisations similar to Women in Management, Business and Public Service (WIMBIZ) and the Nigerian Economic Summit Group (NESG), typically asking just for AT3’s emblem to seem on a backdrop.
In some ways, she was constructing a status earlier than recognition. The work ultimately started to communicate for itself. More briefs got here, native and international manufacturers trusted the company with their companies, and AT3 grew from a specialist communications consultancy into the broader model development enterprise now often known as AT3 – The MUVMNT Agency. Her expertise presents a helpful reminder that success not often seems as neat whereas it’s being constructed because it does when the story is advised years later. Much of it occurs quietly, by way of persistence, consistency and a willingness to hold doing the work earlier than anybody is paying consideration.
People who’ve labored carefully with Tosin will recognise that persistence. Once she decides one thing is value doing, it may be tough to persuade her that it can’t be carried out. She may be heat and demanding, encouraging whereas nonetheless anticipating extra. She questions concepts, challenges assumptions and infrequently pushes individuals past their first reply. Underneath that strategy is a powerful perception in chance. A tough concept just isn’t at all times inconceivable. Sometimes it merely wants extra thought, higher execution or somebody prepared to hold working at it.
Perhaps essentially the most fascinating shift in Tosin’s profession got here after she had already constructed a reputation for herself in communications. For years, she helped organisations discover and inform their tales. Over time, she started creating areas for others to inform theirs. Through The Muvmnt Studio, she hosted conversations with ladies leaders, trade trailblazers, and company executives, together with The Uncovered Series. Through #ToshTalks, she created a extra private platform to share her ideas on management, entrepreneurship, communications and life. Then got here PodFest Naija, bringing collectively Nigeria’s rising neighborhood of podcasters, creators and storytellers.
The inaugural PodFest Naija in 2025 attracted greater than 2,200 registered podcasters, creators, storytellers and lovers, with greater than 40 storytellers taking part. By 2026, it had grown right into a broader gathering of creators, manufacturers, tradition shapers and others within the storytelling neighborhood. That development says one thing concerning the course Tosin’s work has taken. She spent years serving to manufacturers discover the appropriate tales to inform. Today, she additionally helps create areas the place others can discover an viewers for their very own tales.
This evolution is sensible to anybody who is aware of Tosh past her skilled titles. She loves a great dialog. She reads, questions, debates and turns into deeply engaged when an concept catches her consideration. Her curiosity typically goes past what somebody has achieved to the particular person behind the achievement. That curiosity helps clarify why conversations, storytelling and creating alternatives for others have change into such an vital a part of her work. She believes concepts deserve to be explored, individuals deserve to be heard and data turns into extra helpful when it’s shared.
Recognition has adopted. Tosin has been honoured amongst main ladies in Nigeria’s advertising communications trade, named an Outstanding PR Personality of the Year, recognised amongst trade ladies change-makers and listed amongst main ladies in Africa. She has additionally served on worldwide and regional awards juries, together with the IPRA Global Awards and SABRE Awards. These achievements matter, however at 50, there may be one other manner to look at her success.
The extra fascinating query might not be what Tosin has amassed, however what she has multiplied: individuals, concepts, alternatives, and confidence.
That affect is usually tougher to placed on a résumé. You can see it within the colleague who accepts an even bigger problem as a result of Tosin noticed extra in them, the skilled who leaves a dialog believing an formidable concept can work, or the lady who seems at Tosin’s profession and understands that altering course at 31 was not failure. Her journey exhibits that success can have a number of chapters. Reinvention doesn’t imply the chapter earlier than it was a mistake. Sometimes it merely means you could have realized sufficient to know it’s time to write one other one.
At 50, Tosin Adefeko has been a banker, media skilled, communications strategist, company chief, entrepreneur, storyteller, podcaster and convener. The thread connecting these completely different chapters is clearer than any single title: she has continued to develop whereas creating room for others to develop too. A significant profession, in any case, just isn’t measured solely by what an individual builds, but in addition by what turns into potential for others consequently. Tosin’s journey to date exhibits that one other concept, one other dialog, one other room to create, and one other story are at all times ready to be uncovered.
Progress Eyoh
Project Co-ordinator – Podfest Naija
