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There's need for increased female marketing communication practitioners 'Experts

Published by Tribune on Tue, 26 Aug 2014


Marketing communication practitioners have charged the feminine gender in the sector on the need to be more active to enable them take their rightful place in the sector's leadership positions.They argued that despite the fact that a good number of ladies are usually found in entry level marketing and marketing communications, positions, but further up the ladder, the number seems to decline.The immediate past Chairman of Zenith Bank Plc and advertising guru, Sir Steve Bamidele Omojafor, who was the chairman of the occasion, noted that women ought to begin to take their place in leadership positions in marketing and marketing communications, noting that his encounters with female marketing communications professionals early in his career, especially at Lintas, had immensely influenced his career.Omojafor added that the time had come for women to brace up for the challenges and take over the marketing and integrated marketing communication fields, noting that women are not just pretty, but are also goal-getters and resourceful.The publisher of Brand Communicator Magazine and Convener of the event, Mr Joshua Ajayi had explained that the event was conceived to address the various issues hindering the female folks from achieving remarkable heights in marketing communications, as well as a response to various cover interviews of his publication.'Among many other things, WIMCA seeks to ignite the potential in women towards attaining enviable heights in marketing and management, create a platform for networking among women in the marketing and communications industry, inspire the entrepreneurial spirit in women towards creating and sustaining enduring marketing and communications industry businesses,' he stated.Immediate past Managing Director of Mnet Africa, Ms Biola Alabi, in her presentation, noted that to be on top of the career ladder, irrespective of gender, ability to research and sound education are critical.She also emphasised the need to have good network, which she called support team or personal board of directors, opining that these sets of persons are resources to rely on for information and advice besides providing some mentorship directly or indirectly.She advised women to always build a support team to get to the next level. 'It should be a support team you trust so that they could guide and support you. Women should also do more in telling their own stories, and do better at managing their personal brands,' she counselled.She also suggested that to be successful in the marketing space, women must be adept at handling data, understand their environment within and outside the workplace, remain focused, leverage on their uniqueness, and be willing to acquire new information.In his presentation, marketing expert and Managing Director of L'Oreal West Africa, Mr Idorenyen Enang, maintained that there must be some degree of motivation before an individual can achieve career excellence.According to him, if a person is not motivated, whether such is a man or a woman, there would be no headway or opportunities for career excellence. He noted that if given the right opportunities, women will no doubt excel in their various chosen fields.He advocated for a legislation that would make the system have more women in higher cadre, adding that working with women gives room for better transformation within the work place.'On the other hand, women must understand that it is not just about employment but they must utilize properly every opportunity given to them, and most importantly, they must adopt the qualities of an iconic brand, which are authenticity, staying power and consistency,' he stated.Discussing the papers, Managing Director, Noah's Ark, Mr Lanre Adisa compared the number of women in marketing and integrated marketing communication field in some developed countries with what obtains in Nigeria, noting that the higher up the ladder, the lesser the number of women.He added that this is in spite of the fact that 80 percent of the people who make purchase are women.'In Nigeria, there is no female creative director in any of the AAAN recognised Nigerian advertising agencies, I believe there is the need for a balance which must be driven by merit and not feminine sentiments,' he said.
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