MasterClass in Writing & Communications in the Social Mobile Age

12:00 PM - 1:00 PM

Hosted by NewCode

Executive Boardroom Water Corporation Road Plot 5B VI Lagos

featured event-01PRESENTERS: Yinka Adegoke, co-founder NewCode | Ijeoma Mbamalu, founder MUIPR New York
As more and more Africans come online around the world, their likely first contact with the Internet will be through their mobile device. Chances are that the mobile phone will be their only contact with the Internet especially as cheaper smartphones and improved mobile networks become more accessible.

While the technology has advanced at a rapid tick in Africa – as in the rest of the world—many of the content creation and communications skills being deployed have not kept apace in adapting to a world without print and much smaller screens.

This class, presented by two industry professionals with more than 30 years of experience between them writing for major global organizations, will address how smart professionals need to adapt for a world where a badly worded 140-character tweet can travel the world in seconds before a 500-word press release. A picture can literally tell a thousand words on Instagram while a well-written blog can go viral before a national newspaper gets its act together.

Adegoke and Mbamalu will present an interactive and practical class discussing modern writing techniques for these new platforms and what wins and what doesn’t for the modern reader. At the end of the course, participants will walk away with tips, tricks and techniques to:

1) reach audience segments online using creative content pieces that get and keep their attention;
2) use digital storytelling to keep readers coming back for more;


YINKA ADEGOKE, Co-Founder NewCode
Yinka Adegoke is co-founder of NewCode, a consultancy focused on digital media, entertainment, start-ups and emerging markets. Most recently Adegoke was deputy editor of Billboard where he oversaw all business coverage for the magazine and websites. He was previously Reuters’ senior media correspondent based in New York covering the media business breaking major stories and writing in-depth financial analysis on the global TV industry, music business, social media and everything in between.

As well as being a regular contributor to TV networks like CNBC and BBC, Adegoke has been a speaker at conferences in New York, London, San Francisco and Lagos among others. He is also on the board of Social Media Week Lagos and co-produced the Billboard/Beats FM Music Day event. He is also a communications consultant and advisor to investors and start-ups. Before moving to New York, Yinka was an editor at New Media Age in London covering the early days of the digital media and a regular writer for national newspapers including The Guardian and The Financial Times. Twitter: @YinkaWrites


With years of data, analytics and communications experience, Ijeoma Genevieve Mbamalu co-founded MUI-The PR Company (MUIPR) to strategically advise clients on how they can be successful within their distinct markets. Under her direction, Genevieve’s MUIPR represents multiple business segments and leaders across three strategic brand public relations (PR) areas: social/digital media, events, and traditional PR.

Genevieve runs the rapidly-growing, popular MUI PR general interest blog publication, which has more than doubled its growth rate in 2014. The digital-only publication creates and disseminates news stories and opinion content on a variety of topics: PR, music and entertainment, innovation and technology, art and design, literature, fashion, health and science, and culture.

In addition to PR and news publishing, Genevieve has a strong background in executing revenue growth strategies and development of go-to-market approaches for new-new markets. These growth strategies are constructed through structured feedback data and purchased market data to segment and prioritize the market, by identifying and articulating customer problems that the specific products and services solve for both buyers and end users.
Genevieve also has experience in harnessing scientific research for behavior change communications. She has engineered research and evaluation efforts for public health brands in NYC and co-authored original empirical work in top tier journals on a number of topics. She has also led studies that have examined the impact of ad campaigns on the attitudes, perceptions and behavioral intentions of target audiences in NYC.

Genevieve holds dual Masters Degrees from Boston University and Columbia University. Follow @MUIPR on Facebook, Twitter and Instagram for PR themed content and solutions, and to stay abreast on breaking news and opinion stories from around the world.

Venue & Location

Executive Boardroom

Water Corporation Road Plot 5B
VI, Lagos

Social Media Week

12:00 PM - 1:00 PM

MasterClass in Writing & Communications in the Social Mobile Age

Hosted by NewCode

  • Yinka Adegoke

    Yinka Adegoke

    Quartz Africa


  • Ijeoma Genevieve Mbamalu

    Ijeoma Genevieve Mbamalu


    MUIPR New York