The narrative within Nigeria’s Integrated Marketing Communications (IMC) industry is changing and changing fast. What was once a male-dominated field is now becoming a stage for some of the most formidable female voices in marketing and media. Leading this quiet but undeniable revolution is the Vice President of the Media Independent Practitioners Association of Nigeria (MIPAN) and Managing Director of QVT Media, Mrs. Brenda Nwagwu, a woman whose career has been defined by resilience, vision, and consistent excellence.
In this exclusive conversation with The Brand Colossus, she shares an insider’s perspective on how the industry has evolved from the days when female professionals were few and far between especially in the demanding space of media planning and buying to today, where women now occupy key decision-making positions, sit confidently on executive boards, and drive the strategic engines of top agencies.
Reflecting on her own journey from modest beginnings to becoming one of the most respected figures in Nigerian media, she emphasizes a fundamental truth that has guided her path: in today’s IMC world, it’s not about gender, it’s about performance. “Competence has become the great equalizer,” she says, highlighting how the industry is finally rewarding those who deliver value, regardless of gender.
Her story is both personal and symbolic. It represents the broader transformation of an industry that is slowly but surely dismantling old barriers, embracing inclusion, and proving that leadership is defined by capacity, not chromosomes.
This interview is more than a career retrospective, it is a lens into the future of Nigerian media and marketing industry, where gender parity is no longer a goal, but a growing reality, powered by competence, credibility, and courage.
Can you walk us through your career journey and what inspired you to venture into media and marketing communications?
I started off as an accountant after studying accounting, but deep down, I always knew I didn’t want to pursue that career long term. I’m a numbers person, yes, but I had a stronger desire for something more creative, and I wanted to read engineering. However, my father, an engineer himself, discouraged me from going that route. He believed engineering was a man’s world, and he didn’t want me to struggle twice as hard simply because of my choice of career. My father wanted the best for me, but his fears for my future in a male-dominated field diverted the course of life
Growing up, my father taught us valuable lessons especially when it came to problem-solving. I remember driving with him and learning how to fix a broken-down car. He never treated my sisters and me differently from the boys. His concern was always the environment that will enable me thrive, especially in Nigeria. He also shut down my second choice of mathematics, deeming it as “not professional course”.
After completing my NYSC, I worked for 18 months as an accountant at an investment company. But honestly, it was a bad fit, both in terms of the job itself and the people. I swore never to work in a bank after watching how bankers around me fared growing up, spending most waking hours at the job with constant target delivery pressures that comes with it.
Eventually, I left that company which kept me in the back office, not engaging with people, which was where my passion truly lies. I love working with people and interacting with them, and I thrive in circles that allow me to connect with others and impact lives. That’s when I realized accounting was not for me. I pivoted into marketing by publishing a classified ads magazine, which brought in near zero revenue. It wasn’t advertising money I was after; I was more focused on getting people to subscribe and publish their goods and services. Eventually, I realized that physical print wouldn’t work, so we transitioned to a digital version, a marketplace on a website, but we could not build audience. A service that the market was not yet ready for I must say.
After that, I ventured into IT. My husband, who was already working in IT, mostly hardware and software installations. We set up a cyber café in the University of Lagos, which grew to become one of the largest in cybercafe in Unilag at the time. It was self-funded, and we faced competition from businesses with cash-ready investors. As technology evolved, we struggled to keep up with the growing demands for faster internet and newer equipment, which led to the café’s closure.
These start-up experience and the starting of a family reset my trajectory as I returned to search for a regular paid job in accounting. Let’s be honest (laughs), because that was what I had a degree in. For context, I had graduated in the top ten of my class from the university. One day, I walked out of the test for a position in a company in the energy sector and I realized I had botched up a key question and the realisation hit me: This wasn’t my path. That was the last time I applied for an accounting job.
Soon after, I saw an ad which read: “Do you like numbers and do you like to work with people?” I thought, “What kind of job could that be?” It turned out to be an ad from mediaReach OMD, seeking to employ media planners and management trainees. I took a leap and joined the company. That decision changed my life. I spent eight years at MediaReach before moving to Mediacom as a contract staff. After four years there, I began consulting for Mediacom (now Zenith Media), which ultimately led to the establishment of my own company. Over time, my business evolved from consultancy into a full-fledged media independent agency.
Looking back, what inspired me to stay in the marketing communications industry is the service aspect. It’s all about the people, the connections we make, and how we communicate our ideas. A well-crafted pitch can truly make a difference. It’s not just about the numbers or the process, it’s about understanding and communicating what matters to people. That’s how I found my place in the industry, and it has been a rewarding journey thus far.
As a woman in the corporate world, what challenges did you face, and how did you overcome them?
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 this industry 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.
The marketing and media landscape has evolved significantly, but gender disparity remains a concern. How would you assess the current state of gender inclusion in the industry?
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.
What role is MIPAN playing in fostering greater gender representation and equity?
I believe I’ve already mentioned this, but it’s worth emphasizing: there is no gender bias in the leadership structure of MIPAN. Our membership has a significant number of female Managing Directors though not yet 50%, and many talented women are actively contributing within our agencies in top management organisations. In fact, our current EXCO has more women than men.
Things are definitely improving, and while we may not always be consciously driving this shift, it is happening organically. What truly matters is that people are recognized based on merit, and no one is left behind because of their gender, most certainly not.
What more can agencies, brands, and stakeholders do to ensure a level playing field for women in media and advertising?
It is essential to maintain industry standards, particularly in hiring practices. Gender, whether voluntarily or involuntarily should 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 MD of QVT Media, what steps have you taken to promote gender balance within your organization?
When I was younger and fully immersed in my career, I sometimes found myself in conversations where people would make casual jokes about men or women. At the time, I didn’t have children, so my focus was entirely on my professional growth.
Before having my first child, I envisioned a future where, if I ever owned a company, it would be made up entirely of women. I imagined an environment where women would be fully supported through childbirth, maternity leave, and beyond.
Coincidentally, just before I had my first child, the company I worked for launched a crèche. It felt like a perfect match. I was able to exclusively breastfeed my child for six months while still thriving in my career. It was an incredible experience, achieving both my professional and personal goals while ensuring my child was healthy and well cared for.
However, reality has a way of balancing things out. At QVT Media, my company, we now have a diverse and balanced workforce. While my initial vision leaned toward an all-female team, I’ve come to appreciate the importance of equal representation. A truly inclusive workplace means providing opportunities and support for everyone, regardless of gender.
Do you have specific policies or initiatives that support the career growth of women within your company?
Yes, we have specific policies that support the careers of everyone, regardless of whether you are a man or a woman. As I mentioned earlier, balance is key, and we keep an eye on that to ensure there is equal representation at all times. Since COVID, we haven’t returned to 100 percent in-office work because we realized that balancing family life is important. So, we work onsite three days a week, and two days are remote. We believe this fosters family life and creates better balance. Even if you’re working from home, you can pick up your child from school, be there to give them lunch, and then return to your work as needed. These are the things that help our people, whether male or female, thrive. When they’re here, they are fully committed and give 110 percent. This means anyone can grow at their own pace because they know there is support. And if you need to leave due to a family emergency, we understand because we recognize that family comes first, and this is key.
How important is mentorship in helping young women rise in the industry, and do you personally mentor aspiring female professionals?
Mentorship is important, and I believe it benefits everyone. Sometimes, women try to find their way, and as I mentioned earlier, I grew up among men, so I never struggled with asserting myself. I have always found my way and advocated for others, whether men or women. However, culture and family backgrounds play a significant role. Some people come from backgrounds where women were taught to be silent and reserved. When they enter the workplace, they carry that same mindset and tend to shrink back, even when given opportunities to step forward. In such cases, mentorship is crucial in helping them discover their true potential and achieve their goals.
I mentor many women in this industry, and I firmly believe mentorship is essential for preparing the next generation to take on leadership roles. Interestingly, most of my mentors are men. I have only one female mentor, and she is not even in my industry. My mentors have generously guided and taught me, and in return, I have given back through the quality of work I have delivered while working with them.
Some mentors are simply sources of inspiration. For me, that would be my Baba, Dr. Michael Omolayole. I look at him and see the ideal role model, an epitome of integrity. His word is his bond, and he is highly principled. In fact, he is deeply respected in this country. I have never heard a single negative remark about his professional conduct. Having had the opportunity to work with such people and receive their guidance has been a true blessing.
Mentorship is vital, and we must continue to invest in it to ensure future leaders are well-equipped for their roles.
What advice would you give to young women looking to build a successful career in marketing communications?
My biggest advice is to know your worth and master your craft. Strive to be the best you can be and become an expert in your field. Be a lifelong learner, keep expanding your knowledge and sharpening your skills. Understand your job, and perform it to the best of your ability with diligence and dedication.
Integrity is everything. No matter the challenges you face, always uphold your values and keep your word. Stand firm in what you believe in, and never back down from fighting for what is right. Most importantly, never give up.
The last piece of advice I will like to give is to grow your relationships professionally and personally. This balance helps you function effectively. Take care of your health and your mental state. Most importantly, be kind to others and yourself. Self-care is very vital as you cannot give what you do not have.
How do you see the role of women evolving in media and advertising over the next decade?
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.
