Trailblazers and leaders: Toni Adeola
Toni Adeola | Communications Manager, Sustainability | De Beers Group
How did you get into marketing/comms?
I’d always known I had an interest in marketing, comms or advertising, but I wasn’t always clear on which one. A friend recommended I apply for the Taylor Bennett Foundation, an organisation for professionals from underrepresented ethnic backgrounds who want to enter the PR industry. And the rest is history!
What is something that you do every day without fail?
Pray. It’s the only way I’m able to stay grounded with how hectic life can get.
What is the best piece of advice that you’ve received? And who gave it to you?
Always ask. Life is hard, and we shouldn’t be doing it alone. I’m often reminded by friends, family, professional and personal mentors that when you tap into the network around you, you realise you don’t have to do things alone. People are usually more than willing to help where they can if you ask.
What is a tool/hack that you would recommend to anyone starting out in PR/Comms/Marketing?
Find your way of absorbing information. Whether it’s through podcasts, video content, blogs or articles, there isn’t one better way of digesting news. Your role is to ensure you’re in the know. With so much content out there, find a reputable source, and then find the best mode that helps information stick. The FT News Briefing podcast does that for me. It’s audio, so I can multitask, and it comes in short, digestible segments, which is great for when you’re spinning multiple plates.
What’s your greatest achievement to date?
With work, it’s definitely the launch of the Coronation Red lipstick, a project I led while at Charlotte Tilbury Beauty. In honour of the Coronation in 2023, we wanted to support the young people at The King’s Trust, which Charlotte is an ambassador for. We launched it within a very short time frame, but it managed to land well and sell out in 48 hours. 100% of the sales were donated to The King’s Trust.
Outside of work, it’s the community I’ve built through a professional networking group I founded called LATTICE. It’s aim is to support black women navigate their careers across corporate and creative sectors. It’s still in its infancy, but I’ve met so many impressive women through it who inspire me and give me that lease of life when I need it.
Is there a particular comms campaign that you’ve seen in your career that you didn’t work on but wish you had?
It’s not a comms campaign per se, but I’m always impressed by how quickly brands like Burberry and Red Bull are able to tap into the culture in a way that feels authentic, engaging and distinct. They’ve managed to lock into the power of micro communities and niche content in a way that doesn’t feel awkward.
In three words, describe your approach to your role/work?
Creative, strategic, collaborative. There’s no point in being creative without thinking “strategy”, and it’s really hard to be strategic or creative without being collaborative. These are principles I like to apply to work everyday.
What’s a question every PR/marketing pro should ask themselves?
“So what?” It’s a great way to test whether the message you’re sharing is informative, inspiring or interesting enough to put out.
