… As they proffer strategies in Marketing to Women
In today’s world, marketers are currently seeking for new ways to connect and engage the female population globally, a population growing remarkably. According to Worldometers, female population stood at 49.56 % in 7.62 billion of the world’s population in 2018.
Specifically, in Nigeria’s marketing and communications industry, a women conference and awards tagged ‘Women In Marketing & Communications Conference/Award (WIMCA)’ has been at the forefront of renewing the call for gender equity and also chattering the way forward for professionals in deploying new ways of marketing to women and seek long time engagement.
The third edition of WIMCA held on August 30, 2019 in Lagos themed “Better the Balance in the Brands and Marketing Communications Industry” was in line with the theme of International Women’s Day (IWD) this year, ‘Better the Balance’.
Findings indicate that there are so many girls/ladies at the secondary and tertiary levels of education in Nigeria, in spite of this, few women are only at the top in the corporate world.
A cursory look at the global scene revealed that the number of female CEOs in 2019 according to Fortune 500 now stands at 6.6%, a considerable jump from 2018’s total of 24 of 4.8%.
Also, industry analysts reveal that, only four out of the top 20 Association Of Advertising Agencies Of Nigeria (AAAN) member agencies have women at the helm of affairs in different agencies. In the commercial banking sector, two out of the 21 commercial banks in Nigeria have female Chief Executive Officer. The ten major Media Independent agencies on the other hand do not have any woman as the head. Other sub-sectors of the industry cutting across both agency and clients’ side have very few women piloting the affair of their organisations. However, a good number of women are calling the shots as CMOs with opportunities for more women engagements on the client’s side of the business.
Hence, according to the organisers of WIMCA, the event was designed to identify the current trends in marketing communications while addressing the career challenges of female marketing professionals.
Corroborating on this, Joshua Ajayi, the Convener of WIMCA, and Publisher, Brand Communicator, said “For the past few editions of this conference, the theme of the International Women’s Day (IWD) Celebration commemorated every March has always informed the theme of WIMCA, and this year is no different. Hence, the theme for this year’s conference is ‘Better the Balance in the Brands & Marketing Industry,” after this year’s IWD ‘Better the balance’ theme.
“The theme is a reminder to us in this industry that the race is on for gender-balanced boardrooms, government, workforces, media coverage, income and wealth distribution among others. Interestingly, the industry, the nation, the continent and the world generally have in the few couple of years recorded history-defining achievements in gender balance, though, there is more to be done.”
Speaking on the theme, Ademola Adebise, MD/CEO of Wema Bank and Keynote speaker, represented by Tunde Mabawonku, Chief Finance Officer at Wema Bank Plcsaid a lot of women in marketing and communications industry are doing great, he therefore urged women to support each other, be focus and be deliberate about their goals in the quest to ensure that more of them get to the top in their career and to the boardroom.