In this insightful interview with The Brand Colossus, the President of the Experiential Marketers Association of Nigeria (EXMAN), Mrs. Tolulope Medebem sheds light on a crucial, often overlooked dynamic in the push for gender inclusion within the Integrated Marketing Communications (IMC) industry.
While there is growing visibility of women in leadership roles and commendable strides have been made in opening up the industry to more female professionals, deeper challenges still exist; challenges that often go unspoken and unresolved. These barriers, if left unaddressed, can stifle the full expression of women’s potential in the workplace.
She emphasized that the industry already possesses structured support systems from associations to peer networks, that are tailored to help women navigate their careers. These platforms are designed to provide mentorship, interventions, professional guidance, and emotional support. However, the effectiveness of these systems hinges on women speaking up and engaging them.
The call is not just for institutional responsibility, but also for individual action. The President believes that silence, in the face of systemic or personal career challenges, limits the ability of support structures to intervene meaningfully. It is only when challenges are voiced that solutions can be deployed.
How did you transition into marketing communications, and what has your journey been like?
I graduated with a first degree in Dramatic Arts (Film, Radio & TV) and served at Klinks Studios as an animator and editor. Then, in the year 2000, I fully transitioned into marketing communications when I was invited to join Marathon Event. Since then, I have been actively involved in marketing communications, specifically in experiential marketing, making it a 25-year journey by the grace of God.
It hasn’t been a walk in the park, but it has been fulfilling especially when people talk about doing what you love. I guess that helps take away some of the stress and makes work more enjoyable to an extent. Like I said, it has not been a walk in the park. There have been challenges, but we have kept moving forward.
What is EXMAN doing to support women in experiential marketing, and why is this initiative important?
At EXMAN, one of our key initiatives is the creation of the Women in Experiential group. The goal is to bring women together to serve as a mentoring system and a sounding board for younger professionals.
One of the challenges we identified is the lack of female representation at the middle management level. Women often start as junior staff, but when it comes to mid-management positions, there is a noticeable drop-off. This is usually the stage where factors like marriage, motherhood, and increased responsibilities come into play, making career progression more difficult. Unfortunately, some women struggle to navigate these challenges, which is why this group was established to promote inclusion and provide support.
The Women in Experiential group ensures that women have a shoulder to lean on and access to mentors who can guide, uplift, and encourage them. The message is clear: you don’t have to stop living your life or put your career on hold due to personal obligations, you can move beyond these challenges and continue growing professionally. Many women have done this and are doing this. They are here to provide support, help and encouragement.
To an extent, the initiative is already making an impact, and we remain committed to its success. This approach is not unique to experiential marketing alone. it exists across the marketing communications ecosystem. Organizations like NIPR, Out-of-Home Advertising, and Women in Advertising have similar support networks for women.
As I’ve said before, the essence of this initiative is to help, guide, and uplift one another. When we support each other, we grow together and rise within the ecosystem.
How can agencies and individuals contribute to addressing gender-related workplace challenges?
With regard to what other agencies can do, it ultimately comes down to understanding the issues and identifying practical solutions. This is why, as women in any professional system, we need to speak up more. As the saying goes, a closed mouth is a closed destiny.
If people don’t understand the challenges you’re facing, they won’t know how to address them. Even if a solution isn’t found immediately, simply raising awareness ensures that the issue is acknowledged, and future efforts can be directed toward resolving it. Progress happens over time, and while one generation may not experience the full benefits of these conversations, the next will.
That’s why it’s important to encourage open dialogue. Speaking up does not mean fighting the system or causing unnecessary disruption. It means ensuring that your challenges are known so that solutions can be explored. If the people you work with or the system you operate within are unaware of a problem, then it cannot be solved.
So, we must be more vocal, not just for ourselves but for the progress of those coming after us.
What has been your approach to mentorship, and how does Aster Integrated Marketing Limited contribute to professional growth?
I have a lot of mentees. interestingly, both male and female, though more females, as I mentor through WIMBIZ, the A.C.T. Foundation, She Leads Africa, and several other institutions. Over the years, my mentees and I have developed relationships that extend beyond the systems where we initially met. I have grown alongside many of them, and it brings me immense joy and pride to see them excel and succeed in their chosen career paths.
Yes, I have mentored many women, but as I’ve always said, I don’t view people through the lens of gender, at the end of the day, we are all human beings striving for growth. I’ve also emphasized that if you don’t speak up about your challenges, you won’t receive help. Many of the women I’ve mentored have been open about their struggles and aspirations, allowing us to work together to carve out a clear career trajectory and a solid plan. Seeing them thrive, despite the hurdles they’ve faced, is incredibly fulfilling.
At Aster Integrated Marketing Limited, we take great pride in everyone who has been part of our agency. Regardless of gender, we celebrate their achievements and contributions to the industry. Our agency serves as a training ground for young professionals, providing them with the skills, exposure, and confidence to go out into the world and make a mark.
We are committed to this mission. Whether someone joins us as an intern or a full-time employee, we strive to ensure that when they move on, they carry a legacy of excellence and become a shining example of where they come from. This commitment has been at the heart of our work since we started six years ago, and we will continue to uphold it.
What advice do you have for women striving for success in the marketing communications ecosystem?
For every woman rising within the system, as a Yoruba proverb says, “Not every drum is meant to be danced to.” Set your focus, have a clear vision of what you want to achieve, and remain consistent in delivering great work while standing firm in what you believe in. It’s a simple yet powerful principle. Consistency and excellence pave the way for limitless success.
The sky is not your limit; your potential goes far beyond that. Women within the ecosystem are already making remarkable strides, and as we bring in more young professionals excelling in their careers, we will continue to evolve, integrate, and strengthen our presence.
Our growth is not just upward; it is expansive, reaching across different facets of the industry. We are not just rising; we are transforming the entire landscape.
