Today, the Nigeria’s advertising industry mourned on the passing-on of one of the foremost and respected advertising practitioner, Ted Mukoro.
He passed on March 7 2018 in Lagos at the age of 89.
From radio background to advertising, Mukoro, a Delta State’s born, shot to fame with his shine-shine bobo Star beer campaign while at Lowe Lintas.
Besides advertising, the octogenarian was also the co-creator of the famous Village Headmaster in the 70’s.
Mukoro, who was also one of the pioneer staff of the first television station in Africa, the WNTV/WNBS was fondly referred to as “Vono- weke, weke”
Reacting to the demise of the famous adman, Ayo Owoborode, Chairman, AAAN Board of Trustees, said that Ted was a fulfilled man.
According to him, “He dedicated most of his working life to Advertising. Uncle Ted started as a teacher before he became a Broadcaster and then he became an ad man. He tutored Chris Doghudje of Zus Bureau among many others as his students.”
“The industry would miss him seriously for his depth of knowledge, professionalism and dedication to the profession, he adds that the industry needs to specially recognize his contribution to the industry,” Owoborode said.
Speaking regarding the departure of foremost copywriter, Erhabor Emokpae, Chairman, Lowe Lintas stated that Mukoro’s advertising career saw him rose through the ranks in Lintas and retired as Creative Director.
Emokpae said, “The story of Lintas cannot be told with Uncle Ted and vice versa. He worked the longest with us and rose to the pinnacle. He was a part of the Lintas brand and also contributed immensely to building some of the brands we handled.
According to the chairman of Lowe Lintas, his passing is a great loss to the industry, the creative community and the entire country.
“He was a creative genius of no comparison. He still has an office at Lintas where he used for his writings, he never stopped writing. Mr. Erhabor who revealed he is still trying to absolve the shock of Uncle Ted’s demise said he saw him at the office last week. For him, “A Titan is gone, we are the poorer for it.”
The former APCON chairman, Lolu Akinwunmi narrated how fate brought him to meet Ted. He said his first encounter with Ted was in 1982 when I joined Lintas.
“I met Uncle TED in 1982 when I joined LINTAS. He was the deputy creative director to Ted Gough the white creative director.
Uncle TED was absolutely brilliant given his colorful background. He was a music teacher and choir master. He understood Latin and was a deeply religious catholic, said Mr. Akinwunmi
“Given his radio broadcasting background and being an urhobo, he brought Colour and vibrancy to pidgin English and radio production. Also being an actor and the first headmaster in Village Headmaster, he brought drama into his commercials”.
He was the professional of professionals and produced many campaigns for Guinness stout, Harp, Star, Maltina, Vono, Treetop, VW, Bournvita, UAC, Boncafe, Omo etc. Too many to mention. He was very humorous too.
Nigeria and the adworld have lost possibly the most creative writer of his generation. He will be missed, Akinwunmi told BrandCrunch.
According to Udeme Ufot, Group CEO, SO&U “Uncle Ted was a most inspirational figure for many practitioners of my generation. We grew up as teenagers in awe of his personality as the Village Headmaster, his eloquence as Newscaster, and the force (I suspect sometimes the voice) behind some of Nigeria’s most iconic advertising campaigns”.
“I will remember him most for his passion for creative excellence in the industry, his commitment to development of young talent, and his generosity of spirit in sharing knowledge and mentoring up and coming creatives”, Ufot said.
The passing of any legend is always a big loss and as far as legends go, they don’t come bigger than Uncle Ted, said Lanre Adisa, CEO/Chief Creativity Officer, Noah’s Ark.
“Ted was genuinely passionate and committed to the craft to the end. I remember him in the early days of LAIF Awards. He offered to serve on the jury for as long as we allowed him. He was able to relate with the younger generation with ease. We will definitely miss him”, Adisa concluded.
Steve Babaeko, CEO X3M Ideas wrote on his Facebook account, “Uncle Ted Mukoro, one of the greatest ad men of his generation. A Creative Director’s Creative Director. We’ll miss you. Rest in peace,” he signed off.
Calling on APCON and the industry to inaugurate an award or a trustee to immortalize him, Ogechukwu Tam Akujobi wrote, “I may not have met you during my short stint in advertising, but I heard of your works. Maybe APCON should create a Hall of Fame and make you the first candidate. You deserve it. Shine on in the great beyond shine shine bòbó.” She ended.
For Boye Longe, a former CentrespreadFCB, “I remember Uncle Ted on the interview panel of my entrance into CentrespreadFCB over 14 years ago, what a jolly good fellow he was. A great ad man, mentor and great mind now laid to rest. Adieu Uncle Ted.”