MIPAN Vice-President Speaks on the Rise of Female Leadership in Nigeria’s IMC Industry

• Dec 21, 2025

I was born into a home with three older brothers and one younger brother, which meant I was always surrounded by boys. My sisters were mostly absent, my eldest sister left for school early, and my second sister was away most of the time. Growing up, I spent most of my time with my brothers, and I always wanted to be one of them. From a young age, I always had to find and fight for my place.

I never saw myself as a woman in a "man’s world", that concept never really crossed my mind. However, over time, the experiences of other women have influenced me, making me more conscious of gender dynamics. This awareness has made me intentional about ensuring that wherever I am, women's rights are recognized and protected.

One moment that truly left an impression on me in thisindustry was when I had to represent my MD at a MIPAN (Media Independent Practitioners Association of Nigeria) meeting early in my career. I walked into the room and realized I was the only woman there. I was shocked. That moment made it clear to me that we are underrepresented in the industry.

A few years ago, I had a similar experience when a partner at a MIPAN program made a striking statement: “Where are the women in this industry?.” It was in a special meeting and I was the only woman present from MIPAN. That question reinforced the need for change. Today, we are taking affirmative action, and the current MIPAN EXCO consists of more women than men. At MIPAN, we are intentional about making sure there is equality in gender representation. However, gender disparity is still a reality in many industries.

Personally, I have never felt direct discrimination in my career because of my gender. The only occasional occurrence is when people assume I am a man based on my title. When I receive formal invitations, I am often addressed as “Mr. Brenda Nwagwu.” (Laughs.) It doesn’t bother me. I simply show up in my stylish, feminine outfits and make my presence known.

Beyond that, my focus is to ensure that my experience becomes the reality for more women in my industry and beyond. I always tell the women I mentor, : Be the best you can be. Never use your gender as an excuse to seek special treatment or to do less. Likewise, you should not have to work twice as hard as a man just to receive the same recognition. You should be recognised by merit, that is what truly matters.

Now, I am in a position where I can shape and enforce policies rather than being held back by them. The challenge now is to ensure we pay it forward, creating more spaces for women at the table and fostering an industry where talent and excellence, not gender, define one’s success.

In the media independent industry, I remember my former MD, Tolu Ogunkoya, once telling me that women are better buyers and killer negotiators. I believe we have a clear role in this space. However, when it comes to management, there has been a persistent challenge. Rising beyond senior executive positions to take on leadership roles can sometimes feel a bit daunting. It is crucial that we break through these barriers, remain relevant in our respective companies, and position ourselves to claim top leadership spots when they become available. There is still work to be done in this regard.

Secondly, a noticeable disparity still exists, especially in the broader marketing industry, where men are often paid more than women for the same job. I recall an interview with one of the chairmen of an advertising group who asked me, “Brenda, why do you want so much money for this job?” I responded, “Excuse me, sir, would you ask the same question if I were a man?” He was taken aback, but shortly after, I received an offer matching my pay request.

Sometimes, these biases are unintentional, and people simply need a reminder. I don’t believe many people deliberately discriminate based on gender. In most cases, once these biases are pointed out, people self-correct and that is how it should be. The key is to be intentional about addressing these issues as we move forward.

I do believe we are evolving, and things are improving. More women are stepping into management roles and leadership positions in marketing groups. While we still don’t see many women occupying Managing Director positions, we are beginning to see progress. Over time, this trend should continue to improve, and we will see even more women leading the charge in our industry.

It is essential to maintain industry standards, particularly in hiring practices. Gender, whether voluntarily or involuntarilyshould never be a determining factor in recruitment decisions. In fact, hiring should be entirely gender-blind and for organisations still grappling to attain gender balance, there should be a lens to ensure the balance is achieved. 

Some companies, especially in the FMCG and telecommunications sectors, have implemented policies to ensure equal gender representation at the management level. These policies are gradually influencing the broader industry, ensuring that leadership does not lean disproportionately toward one gender. The key is continuous evaluation, measurement, and policy refinement to support gender balance.

One major challenge women face is the lack of support systems that allow them to balance career growth with family responsibilities. Many women take career breaks to raise children due to inadequate workplace structures. In our culture, it has traditionally been assumed that women should stay at home during the early years of a child’s life. However, this mindset needs to evolve.

I recently saw an advert that challenged traditional gender roles. It was a seasoning commercial where the woman was working on a deadline while her husband took charge of cooking. He occasionally asked for her input to perfect the meal, showcasing true partnership. This kind of messaging reflects the shift happening in real families today, where decisions about childcare and household responsibilities are no longer based on outdated gender expectations.

Brands need to be intentional in their messaging. We should move away from stereotypical portrayals where the woman is always in the kitchen while the man is relaxing with a drink. Instead, advertisements and brand communications should mirror modern family dynamics, where responsibilities are shared.

Furthermore, companies must establish support structures that accommodate diverse family needs. Today, single-parent households include both mothers and fathers, and they all require workplace support. Employers should consider on-site childcare facilities to help employees balance work and family life, rather than making it unnecessarily difficult.

Ultimately, we must be intentional in eliminating involuntary biases, not just in our corporate policies but also in the way we shape brand narratives. When we foster inclusivity, both within our workplaces and in media representation, we create a more balanced and progressive society.

As I said, there are not many female Managing Directors in FMCGs, and we need to see more of them, not just in FMCGs but across the corporate world. More women should be in leadership positions. In the banking industry, we have seen a significant rise in female leadership, and it is essential that the media and advertising industry follow suit. We need prominent women leading the biggest organizations to demonstrate that women can take charge and excel. This will inspire young professionals to believe they can reach any height they set their minds to. It is crucial for growth and the future.

I was once in a class where we were asked a question about taking risks. I believe women tend to take fewer risks, they are more calculated and focused on achieving success, while men are often more willing to take bigger risks, sometimes leading to greater rewards and sometimes greater losses. There are two sides to this. Women are more likely to succeed due to their cautious approach, but they also need the courage to pivot, recognize when to step back, and reinvent rather than dig deeper into a hole that swallows you. 

I believe we are on the right track, but we must be intentional about creating and enforcing policies that protect and promote women’s rights. It is particularly disheartening that as we celebrate International Women’s Day, a woman is being publicly vilified for reporting misconduct by a fellow legislator. This should have been an opportunity for our country to uphold justice, equity and fairness by conducting a proper investigation and protecting her rights instead of subjecting her to slander and exposure. This is unacceptable and this must stop.