The Nigerian Out-of-Home (OOH) advertising industry has lost one of its foundational pillars with the passing of Rtn. Robert Onwuamaeze Oji, fondly known across the industry as Mr. Rocana. He passed away in 2025 at the age of 80, leaving behind a legacy that helped shape the fabric of modern outdoor advertising in Nigeria.
Mr. Rocana was not only a pioneer; he was a force of nature whose contributions laid the groundwork for what has become a thriving, innovative, and resilient sector. As the founder of Rocana Nigeria Limited, his entrepreneurial foresight brought structure, professionalism, and vision to an industry still finding its feet in the post-independence era.
His influence went far beyond business. Mr. Rocana was deeply committed to mentorship, integrity, and community-building, qualities that earned him widespread respect from peers, protégés, and competitors alike. Many of today’s successful OOH practitioners trace their beginnings or growth to the standards he set and the opportunities he created.
In 2023, in recognition of his monumental contributions, Mr. Rocana was one of the first-ever inductees into the LOMA Hall of Fame, an honour reserved for trailblazers who have significantly shaped the future of location marketing and out-of-home media in Africa.
Speaking on his passing, the Convener of the LOMA Awards, Kingsley Onwukaeme, said:
“Mr. Rocana wasn’t just a legend in the field; he was the foundation on which many of us stood. His name is etched in the story of OOH in Nigeria, not just in memory, but in the structures, people, and principles he built.”
As Nigeria’s OOH landscape continues to evolve with digital innovations and creative shifts, the legacy of Mr. Rocana remains a steady reminder of the industry’s roots, and the timeless values that will continue to carry it forward.
He is survived by family, friends, protégés, and an entire industry that will continue to honour his memory.
Rest in Power, Mr. Rocana. Your billboard may fade, but your impact remains bold.
