WIMCA 2026: Tolulope Olorundero Launches ‘The Tolucomms Prize for Tenacity’ To Support Female PR Entrepreneurs In Nigeria

Communications entrepreneur and industry advocate Tolulope Olorundero, Founder & Executive Director of PRWF Global and Founder & Principal Consultant of Mosron Communications, has announced the establishment of The Tolucomms Prize for Tenacity, an annual cash award designed to support young female founders of public relations agencies and consultancies in Nigeria.

The annual cash prize presentation debuts at the WIMCA 2026 billed to take place on August 29 at Land Mark Event Centrer, Lagos.

According to Olorundero, the initiative forms part of a series of legacy projects being launched by Olorundero to mark her 40th birthday, reflecting her commitment to giving back to the institutions and profession that have shaped her journey over the last two decades.

She stated that the Tolucomms Prize for Tenacity is intended for female PR agency or consultancy founders and owners in Nigeria who are 35 years old or younger and have built their businesses through innovation, resilience, and the strategic use of digital platforms. Beyond recognising achievements, the prize is designed to provide tangible support and encouragement to women who are navigating the realities of building sustainable communications businesses.

Speaking on the inspiration behind the initiative, Olorundero said the prize was born from her own experiences as an entrepreneur and her desire to support the next generation of women building businesses in the communications industry.

“Building a communications business is often a lonely journey, particularly in the early years. There were times when I had to navigate uncertainty, limited resources and the pressure that comes with trying to build something sustainable. Like many entrepreneurs, there were moments when the road ahead was not always clear.”

“Over the years, I have met many talented women in public relations who are doing excellent work but are facing similar challenges. Some are trying to secure clients, some are struggling with growth, and some are simply trying to stay the course long enough to see their efforts pay off. My aim is to reach a young woman who may be quietly struggling to keep her business going, and who may be considering giving up, and to give her a reason to continue. That is the kind of support I would have been grateful for, and I would like to give that opportunity to others.”

The annual prize will recognise a female founder who has demonstrated determination in growing her agency or consultancy while leveraging digital platforms to build visibility, credibility, and business opportunities.

The winner will be selected by an independent panel comprising the President and Vice President of the Nigerian Women in PR (NWiPR), a representative of The Comms Avenue (TCA), and representatives of Brand Communicator. The prize will be presented annually at the Women in Marketing and Communications Conference and Awards (WIMCA), one of Nigeria’s leading platforms celebrating excellence in marketing, communications and related disciplines.

According to Olorundero, the initiative seeks to fill an important gap in the communications ecosystem by providing practical support rather than recognition alone.

“The public relations industry has several excellent recognition platforms, but there is still room for initiatives that directly support emerging founders. The Tolucomms Prize for Tenacity is not only a recognition award; it is an intervention. It is a statement that resilience matters, that entrepreneurship deserves encouragement, and that women building communications businesses should know that their efforts are seen and valued.”

The prize is expected to become the first dedicated cash award in Nigeria’s public relations industry focused specifically on supporting female agency and consultancy founders. In addition to the cash award, the winner will receive a dedicated media feature in Brand Communicator, providing further visibility for her business and entrepreneurial journey.

The Tolucomms Prize for Tenacity is one of three legacy initiatives being launched by Olorundero as part of her 40th birthday celebrations. In addition to the industry prize, she is establishing educational endowment awards at her secondary school and university to recognise academic excellence and encourage future generations of communicators and leaders.