By Noëlla Lepdung, Senior Associate, Concept & Copy at SentientXT
For International Women’s Day 2023, we spoke to women across the different strata and categories in media and tech; and we collated a beautiful montage of sound-bites from the things they had to say.
War stories, helpful advice, encouragement and industry tips – this piece is a goldmine from the industry’s brightest, and upcoming trailblazers.
FADÉ OGUNRO
CEO/Founder, Bookings Africa and Chairwoman Africa, Cherie Blair Foundation.
An ambitious and visionary techpreneur, Fadé Ogunro has dedicated her professional life to the pursuit of equality, opportunity, and prosperity across Africa. In 2019 she launched her latest venture BookingsAfrica.com, a pan-African on-demand digital marketplace that allows professionals and service providers from Nigeria, Kenya, and South Africa to sell their services and skills online. The platform currently has more than 85,000 users, among which 60% are women. Helping women embrace this much needed opportunity for economic empowerment has been a point of personal pride for Fadé, who has been a steadfast advocate for women’s rights for years.
What does the perfect workday look like for you?
A perfect workday is one where my staff are on top of all deliverables; clients are aligned with the solutions we’ve proposed, everyone’s mental health is at optimum level; brainstorming is going great; our talents are getting booked… then the money we’ve been paid in FX, clears successfully.
Boom, perfect day.
How do you refresh your creative juices when you feel like your tank is low?
First off, I unplug. I like to laugh, and I really like to appreciate art that I typically can’t achieve by myself. Opera, comic channels on YouTube, and nature photography.
What made you choose the career path you’re on?
Creativity is in the DNA! I was born into a family of creatives, so it came naturally to me. Eventually, my work evolved into being at the intersection of media and tech.
Give a word of advice to young women looking to get into your line of work?
Women create human beings; and a creator can never be less than its creation. We’re the ultimate creators, so learn to walk in that power.
ABISOLA ANTHONIO
UK based Nigerian Art Director/Designer
Abisola is a proven design genius that has consistently shattered stereotypes on what female capabilities, and abilities should be when it comes to creativity. In 2022, she was selected as a Grand Juror of the prestigious 2022 New York International Creative Festival. Her 6+ years experience as a creative includes a Cannes Lions shortlist for her work on gender equality of the World Woman Foundation amongst other notable awards within the Nigerian creative industry.
What’s the place of art and creativity in the work that you do?
They provide a better understanding of the world – in a unique and quirky way. For me, it makes my work fun; because there are no defined methods to get the job done.
What made you choose the career path you’re on?
For my university admission, I wanted something else but was given Creative Arts, so I had to make the best of it. Looking back, I wouldn’t have it any other way.
Was there anything in particular that encouraged you to pursue it professionally?
Definitely my admiration for creative work done in Nigeria, and outside it. The creative industry is a large and diverse one; welcoming everyone with a point of view. Seeing very few women in creative positions also motivated me to demand more of myself. Today, I’m glad to see a lot more female creatives breaking new ground, despite all odds.
SINMISOLA HUGHES-OBISESAN
Group Creative Director, Publicis Groupe Nigeria
Sinmisola is one of West Africa’s most awarded creative leaders. A widely revered storyteller gifted with the ability to deliver deep experiences between brands and consumers through impactful marketing communication campaigns. With over 15 years experience on global and local brands, she has led teams to deliver award-winning campaigns in Nigeria and across international markets for brands such as Pepsi, Heineken, Nivea, VISA, Spotify, Amstel Malta, Cadbury, P&G, Nestlé, Techno Mobile, Quaker, AXA Mansard, FCMB, Lipton Ice Tea and a plethora of others.
What’s your definition of success?
Self. Success is what makes you happy within; an appreciation of how far you’ve come. I don’t think it’s a destination – it’s the growth itself. If you’ve grown a little, I consider that success.
Give a word of advice to young women looking to get into your line of work?
Be bold, and be very brave! It may sound cliché, but you have to believe in yourself first before others take a chance on you. There’s nothing like a woman who’s confident in her abilities. And don’t be too hard on yourself. And you’re young – give yourself time to grow.
How do you refresh your creative juices when you feel like your tank is low?
I step back and get inspired. I go back to things that I enjoy: I read, hang out with people. Refresh and have fun!
MARV MAXWELL
Singer + Creative Freelancer
Marv is a budding artist whose first song went live two months ago, and who’s exploring creative freelancing to find her niche. She has a degree in Microbiology, but her passions far exceed that; she writes, sings and is a culinary genius.
What is creativity to you?
It’s when I bring together the bits and pieces of experiences that I’ve had, or seen people have – and create magic from that. I could say ‘white is the new green!’ and come up with a story that explains why that is, and I can sell that to you. Selling my reality to you, and you’re gonna buy it – because that’s how art and creativity work.
How do you refresh your creative juices when you feel like your tank is low?
Cooking helps me get ready to do beautiful things. I’m most inspired to do creative work when I’ve just made a dish that bangs, because creativity’s exemplified when I mix different spices and, you know – come up with something beautiful.
Are there any experiences you’ve had specific to being a woman in your industry that you’d like to share?
For the most part, I’ve been privileged not to have my gender factor in any work I need to do. I show up, and get things done to the best of my ability.
FOLAKE ‘STEAZE’ JOHNSON
Head, Brands & Marketing at Enstore Nigeria Ltd
Folake ‘Steaze’ Johnson (FSJ) is a marketing whiz and creative dynamo driving change and authentic storytelling for Africa’s leading brands. With a natural ability to single-handedly conceptualise, create and deliver stellar campaigns for brands, ‘Steaze’ created her unique pathway to the top of the Nigerian creative industry, quenching stereotypes with a combination of guts and brilliant intuition.
What’s your definition of success?
I’m big on the journey, not the destination. The milestones on the journey are most important.
I started out as a copywriter, but I can’t define success by just the copy space – because that’d be quite limiting. I’ve done copywriting, design, brand management, strategy, and moved to core marketing; which is mostly sales and business analysis. If I defined success by achieving a singular goal, I simply wouldn’t have gotten as far as I have.
How do you refresh your creative juices when you feel like your tank is low?
I try not to let it get to that point. But I’ll say this – If you’re a creative person, the easiest way to get out of any rut is to keep the child alive. Children think without limits! Be childlike, not childish. Then feed the passion; it’s the fire that birthed the commercial side. Find like minds, and then feed off their creativity.
And drink some alcohol, that works too.
Give a word of advice to young women looking to get into your line of work?
Once you step in, put all the books aside. Wipe your entire memory, and start learning from scratch. A lot of things you’ll do will be based on your experience on the job, and your intuition.
SAIDAT LAWAL-MOHAMMED
Director, Marketing Communications, 9mobile
Saidat is one of Nigeria’s most respected marketing and business leaders with a growing list of brands she has developed such as 9mobile, MTN, Heineken, Ribena, Close Up and more. She is a dynamic, versatile and passionate marketing professional with a proven track record of more than 16+ years’ experience in business & marketing strategy, relationship marketing, telecoms marketing, trade marketing, marketing communications, sponsorships, media (traditional and digital) and event management as well as project management.
What’s your definition of success?
I see success in three realms: (1) Faith – am I in a good place with God? (2) Family – am I in a good place with my husband, children, siblings and my parents? (3) Finances and career – am I rising on the corporate ladder; and growing amongst my contemporaries?
Then I’m successful.
How do you refresh your creative juices when you feel like your tank is low?
I travel! I get out to see new places and people, eat good food, chill out with a few girlfriends; and if I can’t travel – a really good movie helps to de-stress and recharge my creativity.
Are there any experiences you’ve had specific to being a woman in your industry that you’d like to share?
More often than not, as women, we put limitations on our own growth. I made choices that prioritized my family over a certain period of time – but looking back, I’ve been able to fall right into step with my contemporaries. Thankfully.
Give a word of advice to young women looking to get into your line of work?
Read voraciously. Explore a lot, and try to play in different fields. As a young creative, do your best to expand your frame of reference with a view to becoming better. Then figure out the path you would like to grow in the industry as you grow older.
NENGI AKINOLA
Head, Marketing and Branding at Fairmoney
Nengi is a respected marketing and business growth powerhouse. She’s gifted with a diverse range of skills across Brand Strategy, Marketing Communications, Advertising, Digital Marketing, Media Management and Growth Marketing. She is widely recognised as the force of nature behind the innovative launch of the OPPO Mobile brand in Nigeria, shattering expectations to rank as the 2nd most preferred high-end android smartphone brand in Nigeria’s highly saturated consumer electronics segment.
Currently she leads Marketing & Branding at Fairmoney, driving its agenda to evolve from a digital lending platform to a Credit-led Digital bank for emerging markets.
What does the perfect workday look like for you?
My perfect workday involves a combination of creativity, collaboration, and strategic thinking. I also find it rewarding to engage with our customers, and stay up-to-date on the latest industry trends.
What’s your definition of success?
To me, success means achieving both personal and professional goals while maintaining a healthy work-life balance. It’s about continuously learning, growing, and adapting to change while also making a positive impact on the people around me.
Are there any experiences you’ve had specific to being a woman in your industry that you’d like to share?
The last two industries I worked in (consumer electronics, and the tech & finance industry) are still male-dominated. While I enjoyed bringing a different point of view to the way things are done, I had experiences where my ideas were undervalued, and I had to work harder to prove myself and earn respect.
I’ve become a stronger and more empathetic leader, as a result – and I channel that energy into creating a more inclusive and diverse workplace.
OYINDAMOLA FAKILE
Creative Director, Nitro 121
Oyindamola is an experienced creative leader influencing the next generation of creatives out of Nigeria. Besides her integral role at Nitro 121 where she leads as Creative Director (Tech and Content) , she founded Hello Creative in 2020 to create a safe haven for creative minds and help them stay ahead of the curve.
What’s your definition of success?
Having it all, and being able to find a balance.
How do you refresh your creative juices when you feel like your tank is low?
There’s nothing too mundane, or anyone too low to learn from. Interns, admin helpers, these conversations help incredibly. I got a word of advice once – You can’t just sit at your table and try to crack the brief. Move around and talk to people!
Are there any experiences you’ve had specific to being a woman in the industry that you’d like to share?
Way back, I found out from a former boss who’s male that he’d been making twice my salary when he was at my level at the same company. There’s a gender bias in the industry, but we do our best by taking negotiation seriously.
Give a word of advice to young women looking to get into your line of work?
You may think a woman’s instinct for empathy is a weakness, but no. It’s a huge advantage.
SEUN ‘SESE’ ALLEY
Founder/CEO, Fez Delivery Co.
Heading a fast-growing logistics tech company in a challenging market is never a breeze, still Seun handles this and more, with ease. She is an experienced business leader with a knack for Business Operations and a proven ability to revitalise organisations. Oluwaseun thrives both as a corporate executive and an entrepreneur, contributing to the sustainable development goals in the areas of youth unemployment and poverty reduction through her brand, FEZ Integrated Services.
What’s your definition of success?
Success means different things to different people; it’s the achievement of goals that people set for themselves. I measure success on a daily basis, waking up everyday and having a sense of fulfilment.
And, yeah – three hundred individuals coming to work everyday because they believe in my vision? Companies trust us enough to sort their business out?
That’s success to me.
What’s the place of art and creativity in the work that you do?
Our work revolves so much around spontaneity and creativity, because of the problem-solving aspect. We have processes in place, but in the business of logistics, anything can happen. We often have to think on our feet to solve problems; and improvisation is more an art than a science.
There’s an element of art and science to every business – so you have to keep that in mind regardless of what you’re doing.
ROSEMARY ‘RORY’ OKOLI
Founder, TripzApp
Rory is an Architect, Designer and 360-degree creative entrepreneur that has spent the better part of the last decade designing experiences for Africans across travel, dining and hospitality.
What’s your definition of success?
Freedom to be where I want to be, and to go where I want to go. Time and money are crucial, and it’s important to liberate yourself from certain confines.
How do you refresh your creative juices when you feel like your tank is low?
I travel, or I find a way to completely disconnect from the things that I’m consistently doing. Everyone’s in a rat race, and burnout can be a big deal. You have to make that decision to unplug.
One piece of advice?
Just start! Don’t just linger in your head about the how and when – just do it, because you become better in the process of starting. And you better stay consistent.
RONI ‘YAGAMI’ COKER
Head of Content & Culture, Sentient XT
Yagami started her career in sports content, then made the switch to advertising; a move that’s been responsible for breathing life into many brands. A creative powerhouse; she keeps a finger on the pulse of popular culture and transforms these insights into relevant content media that gives brands an advantage. Yagami’s superpower is to harness the power of content to give brands a stronger identity.
She currently is the Head of Content & Culture at Sentient XT, where she does breakthrough creative work everyday.
What’s your definition of success?
How much impact I can make using content to shape culture. When you get an opportunity, and you make it your own – creating an avenue for other people to key into that and express themselves that way? That’s success to me.
Oh, and being able to afford any kind of cuisine at any time I want it, too.
Are there any experiences you’ve had specific to being a woman in your industry that you’d like to share?
Before coming into advertising, I started out in sports content creation. It was nice to stand out among the guys, and achieve all the things I needed to. I definitely had times when people would weigh the things I was about to say before I’d even start speaking, but all in all – I’ve mostly worked in spaces where my opinions matter. And SXT is a female-dominated office, so there’s that.
I won’t say I’ve faced a lot of chauvinism yet in advertising; but I’m prepared for it.
What made you choose the career path you’re on?
The path chose me. It’s been an interesting one so far; but I’m happy it did. I don’t know how I’d have survived in an industry that didn’t offer me the freedom of self-expression.
There’s a lot of folks who’ve questioned how it’d have been if this didn’t work out for me – but I guess we’ll never know.
Periodttt.
NOËLLA LEPDUNG
Senior Associate – Concept & Copy, Sentient XT
Noëlla is a writer who makes magic with all sorts of written art, helping businesses find their voice and meet their ambitions with simple, human-first advertising.
She’s an accomplished fiction ghostwriter; and has done extensive copywriting work for brands such as Budweiser, Nivea Men, WAMCO and The Coca Cola Company.
What’s the place of art and creativity in the work that you do?
Being artistic is at the core of the work that I do, and the person that I am. I often revel in the fact that I’m an artist; and that consciousness ensures that I take the quality of my creative work very seriously.
What does the perfect workday look like for you?
A perfect workday would involve me being given a creative brief that’s many miles off the course of anything I’m used to doing, with insanely fast internet and tons of snacks beside me as I figure it out. Cool air, dark room, moderately noisy teammates.
What made you choose the career path you’re on?
The passion, the money, and the fact that I really didn’t want to use my Law degree.
Give a word of advice to young women looking to get into your line of work?
As long as you’re fluid, skilled and ready to learn – you’ll grow fast. Protect your interest jealously, and do not be intimidated by anyone. It took me quite some time and growth to feel truly confident, but I promise that one day you’ll look at yourself in the mirror and know that there’s nobody badder.
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