Misturah Abisola Owolabi arpa

Before she became a Cannes Lion-winning creative copywriter, Misturah Abisola Owolabi, or Misty, as the industry fondly calls her, was a girl with a loud imagination and a deep belief that stories could move people to action. In 2023, she etched her name in history as part of the team behind Nigeria’s first-ever winning campaign at the prestigious Cannes Lions Festival of Creativity with the groundbreaking Soot City Life Expectancy Campaign, a powerful, purpose-led idea that sparked global conversation and recognition. But Misty’s journey started long before the international spotlight. With over seven years of experience in advertising as a creative strategist and copywriter, she’s been one of the creative minds behind some of Nigeria’s most memorable marketing campaigns, building narratives for powerhouses like Globacom, Airtel, Peak Milk, Showmax, Access Bank, Maggi, UBA, AXA Mansard, and many more. Her career has seen her rise through the ranks at Nigeria’s legendary agency trio: Noah’s Ark Communications, Insight Publicis, and X3M Ideas, where she’s brought bold ideas to life at scale. Misty conceptualizes ads that solve brand problems with storytelling that sells and stirs. She’s known for ideas that are clever, culturally relevant and a reflection of her belief in “good-vertising” aka advertising that’s effective but also meaningful. Her creative chops have earned her accolades like a third-place finish at the 2021 Young LAIF Awards and a first-place win at the 02 Academy Young Creatives Competition in 2017. Beyond advertising, she’s also made her mark in product and web3 marketing, shaping brand narratives and user-focused messaging for crypto startups, fintechs, and startups across Africa. But perhaps Misty’s most personal project is Misty Glam Company, Africa’s first fully inclusive commercial modeling agency, which she founded to challenge beauty norms and push for true representation. Through Misty Glam Company, she has built a diverse portfolio of talent across different skin tones, body types, and identities, creating a platform where beauty isn't boxed in. She's also the convener of Nigeria's first albinism advocacy pageant, the first of many awareness initiatives to push for the inclusion of marginalized groups in the fashion, beauty, and media industries. Boardrooms or billboards, Misturah Owolabi remains a visionary, creative leader who’s rewriting the rules, bringing heart, strategy, and audacity to everything she touches.