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WIMCA 2022: Experts Proffer Solutions To Workplace Biases In Marketing Communication Industry

L-R: Anurika Azubike, Managing Partner, Marketplace Innovation Africa; Busola Tejumola, Executive Head of Content & West Africa Channels, MultiChoice Group; Joshua Ajayi, Convener, WIMCA and publisher of Brand Communicator; and Oyeyimika Adeboye, Managing Director, Cadbury Nigeria Plc at the Women in Marketing & Communications Conference/Awards (WIMCA) 2022 held in Lagos.

With the increasing rate of gender inequality and biases in some workplaces, marketing and communications professionals who recently gathered at the 2022 edition of the Women in Marketing and Communications Conference and Awards (WIMCA) held recently have proffered some solutions to eradicate the menace.

The First Managing Director of Cadbury Nigeria Plc, Oyeyimika Adeboye while delivering her keynote address, on the event theme “Breaking More Biases for a Sustainable Future “urged women in the marketing communication industry and other industries to be dedicated to work by offering more value to distinguish themselves from female counterpart to be able to naturally break some of the barriers and get to the zenith of their career without hustle. “To overcome biases, we need to step in and pull the bull by its horn,” she said.

She also tasked women to get mentorship from other professionals in order to fast-track their growth process while calling on brands and businesses to give more women the opportunity in the workplace and eliminate all gender-based biases.

In addition, she advocated for mentorship, “I also encouraged senior women to volunteer to be a mentor to the junior women by sharing their experience and telling their story in order to help them grow.

Similarly, the Publisher of Brand Communicator and Convener of WIMCA, Joshua Ajayi in his welcome address said the event aimed at more women would break more gender-related bias “The theme for this year’s WIMCA conference is ’Breaking More Biases for A Sustainable Future”. It is to reinforce the actualization of the United Nations Sustainable Development Goal 5-Gender Equality, in line with this year’s International Women’s Day campaign theme which is #BreakTheBias.

“In doing this, we would also dissect how women can create opportunities for greater exposure, elevate their personalities and deepen their performances to consolidate the impact they have created already, with the hope that other women would be motivated to confront and overcome any type of bias on their path.”

WIMCA is a two-day event with conferences, exhibitions, masterclasses, and awards. The other prominent professionals that spoke on Day 1 are Steve Babaeko, President of AAAN and CEO, X3M Ideas; Busola Tejumola, Executive Head of Content & West Africa Channels, MultiChoice Group; Solape Akinpelu, CEO, HerVest and Country Director, Women in Tech Global Nigeria Chapter; Anurika Azubike, Managing Partner at Marketplace Innovation Africa; Bidemi Zakariyau Akande, Founder/ CEO of LSF PR; Charles O’Tudor, Principal Consultant of ADSTRAT Branding Management Consortium Limited; and Uche Ajene Ayere, Founder/Managing Director, Stephanie John & Associates among others. 

Busola on her part while speaking on the theme of the event said “For women, our personal branding is also important, if you don’t know what you are doing, if you don’t know what you can offer, if you don’t know how you can perform, then you won’t be given the opportunity. This is why personal branding is so important. So, fairness is not about women are not given the right to try, it is about the value you have to offer, it is about women who are trying, women who can achieve more from the little task given to them. 

“Again, we need to stop waiting for opportunities, let’s go after it rather than sitting and waiting for opportunities to come to meet us in our comfort zone.”

L-R: Bidemi Zakariyau Akande, Founder/ CEO of LSF PR; Charles O’Tudor, Principal Consultant of ADSTRAT Branding Management Consortium Limited; Uche Ajene-Ayere, Founder/Managing Director, Stephanie John & Associates; Joshua Ajayi, Convener of WIMCA and publisher of Brand Communicator; Steve Babaeko, CEO, X3M Ideas and President of AAAN; and Dr. Tola Elatuyi, Marketing Director, Pladis Global at Women in Marketing & Communications Conference/Awards (WIMCA) 2022 held in Lagos

Similarly, other speakers from Steve, Bidemi, and Charles who spoke on the subtheme “Positioning Your Personal Brand for Career and Business Growth” tasked women to be deliberate about personal branding while urging organisations to make the workplace conducive for women to thrive. 

Dr. Tola on her part said, “Don’t be afraid to shine, be it woman, man, nursing, and whatever. Learn to grow. 

“Don’t take yourself away from personal branding despite irrespective of where you are tomorrow and what you will be doing tomorrow. Personal branding is an opportunity for you to be you.”

At day 2 of the event which was the masterclass session, Dolapo Otegbayi, Specialized Nutrition Director at FrieslandCampina WAMCO called for a support system that can bolster the career of Women in marketing and communication through networking, collaboration, and connecting them with other professionals in the same field across the country and the African continent as a whole.

In the same vein, Nnenna Onyewuchi, Co-Founder/Chief Growth Officer, Halo Invest, and Dr. Abiola ‘Champ” Salami, managing Consultant, iamaCHAMP urged women to develop their capacity and should not see any limitation to achieving anything they set to achieve.

Commenting on the conference, one of the participants, Ruth Abraham who works with a young outdoor advertising agency applauded the organisers for putting together such an impactful package. Her words;” I was really inspired, especially during the masterclass session; and the lessons I learnt would help me take my career to the next level no matter the biases or other obstacles as I eagerly look forward to the 2023 edition’’.

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