Currently a strategist at Wieden+Kennedy, first, Ayo starts by telling us about working in the agency, and what it means to be a young person in industry: “One of the challenges I have as a young person is being seen just as the mind for a particular age bracket. In reality, to be a really good strategist and cater to different brands, you have to understand all the different sides of life.”

Driven by a strong sense of purpose, Ayo is also the Youth Delegate for the Tottenham Labour Party. Focused on finding new ways to engage young people, it’s a pursuit that has inspired not only his approach to work at the agency, but also his view on the industry as a whole: “Working in advertising allows me to understand the bigger picture. It’s about making sure the stuff you do in your work place doesn’t affect the world in a negative way. As much as we’re providing a service, we’re also providing your thoughts and the way in which you see the world.

“People’s attitudes are changing and naturally, brands have to respond to that. They have to be more sustainable and better at communicating ideas in a more tolerant way. Now, it’s important not just to accept that – but to push them forward.”

Thinking back to his time at school and later university, for Ayo, an insatiable interest in people was clear from the very start. A politics and international relations graduate from Nottingham University, from music and T-Shirts to working on online magazine, Diss, he has always been a staunch advocate for pursuing passion projects alongside his work. Today, in addition to his work at the agency he is also working with three music artists, DELLON, Aanya Martin and Kam Bu & Pullen.

“A lot of the younger people in this industry aren’t comfortable doing just one thing. I’m Gen-Z, I don’t want to be put in a box! That’s the beauty of it” he tells us, “I can do one thing outside of work but I can bring that breadth of knowledge and skills into what I do in the agency.”

Ayo’s first jobs at Oxfam and the New Internationalist solidified a desire to connect with others about real world issues. For him, understanding a broad cross-section of society is integral to produce meaningful work that can communicate to all: “In reality, to be a really good strategist and cater to different brands, you have to understand all the different sides of life.”

Finally, Ayo shares his advice for someone looking to follow a similar path. As well as reaching out to people you admire, and going in with the right intentions, for Ayo, seeking out advice and mentorship is also beneficial – something he knows first hand from having Superimpose's Ollie Olanipekun as his own mentor. But it's a system that works both ways, as he explains: “Older people in industry should also try and find those younger people. It's so important to give back and provide a legacy. Even if no one helped you [when you were starting out] be that person who makes a change and helps other people.”