Linda Olukemi Ogungbemi is a seasoned Manager and Head of Advertisement at Punch Newspaper, Nigeria. She holds a Bachelor’s degree in English from Ondo State University, Ado Ekiti, and a Master’s degree in Business Administration from Ladoke Akintola University. With over 25 years of experience spanning the private and public sectors, Linda is a renowned Marketing communication strategist; Media consultant; Creativity and innovation expert; Brand management specialist; and a Leadership strategist. Her expertise has significantly contributed to the pursuit of excellence in the media advertising industry, particularly in online and print platforms. Through her dedication and hard work, Olukemi continues to excel in her field, driving innovation and growth in the advertising sector.

Emphasising passion, integrity and purpose as her inner drive, Ogungbemi, in this interview with Felicia Nwosu, tells a compelling story of her inspiring career journey in advertising. Excerpts.

 

You’ve come a long way on your career journey. What was it like choosing a career back then?

Thank you. Choosing a career was quite organic for me. After my youth service, I was surrounded by relatives working at The Guardian Nigeria at that time, in fact, my brother and cousins. Two of them were in advertising, and another was in the graphics department.

I had listened to their conversations about work, and that naturally piqued my curiosity. I found their stories interesting, especially how they described the flexibility of their job which was not rigid at all; say 6 a.m. or 8 a.m. office calls. Instead, they were “on the field,”

meeting clients, securing adverts, and building relationships.

I was drawn to that freedom and excitement. So, after service, while we were all job-hunting with no real prospects in sight, I decided to pursue advertising. But I didn’t want to work at The Guardian with the rest of them. So, I approached Concord Newspaper, which was reputable at the time. They had no vacancies, but I asked to join the advertising department.

I was referred to a supervisor who offered me a chance to work as a freelancer.

Without any training, a rate card, or even industry experience, I visited a company Avon Hair, I think in Ilupeju. I pitched them an ad spot and to my surprise, they were interested. I went back to Concord, got the rate card, and closed the deal. My first commission blew me away, it was more than I expected. That was the beginning. I kept pushing until I was formally offered a role.

 

That’s a remarkable entry. What happened after your time at Concord?

Eventually, Concord ran into financial trouble. Salaries stopped coming and clients moved on. I tried to get a job at Comet Newspaper, but it didn’t work out. I was unemployed for about two years.

Then one day, I remembered always passing Punch Newspapers along Lagos-Abeokuta Expressway. I walked in and introduced myself. They had no vacancies either but offered me another freelancing opportunity, this time with Sunday Punch. It was successful. I earned well and enjoyed the freedom.

However, that came to an end when one freelancer mishandled an ad, leading the company to cancel all freelance engagements. I had to reconsider full-time employment again. Luckily, the admin staff at Punch recognised me and mentioned that I had missed two openings. Another one

was coming, and I was encouraged to apply. I did, passed the interview, and officially joined Punch Newspapers. That marked the beginning of a fulfilling chapter.

 

Beyond your relatives, were there any role models who inspired your career?

Yes, absolutely. Mr. Dele Alake, the Editor at Concord back then, was a big inspiration. I admired his leadership and professionalism. I also liked being in a media house where I could interact with journalists. Though I love writing, I didn’t pursue it professionally, but being around reporters fascinated me.

“For young people starting out, I always say: have passion, stay focused, be honest, and stay dedicated. Treat every opportunity as if it is your own business. What has helped me most is integrity. In my organisation, integrity is everything. You do not need connections, your work and your values will

speak for you.”

 

As a woman in media advertising, have you faced any form of discrimination, harassment, or limitations?

Honestly, no. If anything, being a woman has worked in my favour in this industry. Women add glamour and a touch of finesse. We are attentive to presentation, and clients appreciate that. I’ve had challenging encounters like people making inappropriate offers in exchange for adverts but I always stand my ground. I market value, not myself. Representing a strong brand also commands respect.

 

What did it take to rise professionally?

Time, dedication, perseverance, tenacity, and hard work. I genuinely enjoy this job. I love meeting people and chasing goals. I stayed proactive, listening to the news, reading papers, keeping up with trends so I could pitch the right campaigns at the right time. I became so immersed in the work that even my daughter would ask, “Mummy, how many pages did you get today?”

 

Have you broken any glass ceilings or turned difficult situations around?

Many. Some clients had negative perceptions about our newspaper, often based on regional or political bias. I would study their preferences, where they advertised, who they listened to, and tailor my approach. Sometimes I’d offer free editorial support, just to build goodwill. Over time, they came around. It wasn’t easy, but it was worth it.

 

What were the major challenges you have faced?

Safety is a big one. I often go to unfamiliar places and always inform someone of my location. Then there’s client perception, political bias, and chronic debtors clients who vanish after their ad is published. It’s tough being caught between the company’s expectations and a non-paying client.

 

What qualities helped you overcome these challenges?

Passion, commitment, and a love for what I do. At first, it felt like fun, not work. But when targets came into play, it got serious. Sometimes I had to work thrice as hard to meet goals. And even when I came back empty- handed, I knew I had sown a seed. Sometimes clients call back after months or even years.

 

Could you share your high and low points?

The low points were failing to meet targets or being owed after publishing ads. That can be demoralising, but the high points being promoted from Advert Executive to Senior Executive, then Corporate Liaison Officer, Deputy Advert Manager, and now Advert Manager, those were priceless milestones.

 

We have it on record that you once won the Punch MD Award?

Yes! I actually won the award twice – in 2022 and 2024. I remember that as I stood on the grand stage, clutching the prestigious Punch MD Award of the Year for the second time (in 2024), a wave of emotions ran through me. I was overwhelmed with pride, gratitude, and a sense of vindication. Just two years prior, in 2022, I had received this same honor, and now, history had repeated itself. As I gazed at the sea of industry professionals present, I felt a deep sense of gratitude to my team, mentors, and loved ones who had supported me every step of the way. The twice-won award wasn’t just a personal triumph; it was a celebration of the collective effort of my team and my people that had propelled me to that moment. To me, it was and still remains a reminder that success is not a destination but a continuous journey.

 

What’s your assessment of the Nigerian media today?

It’s better than many think. Print is not dying, not yet. On big days like May 29, some newspapers run over 90 pages of adverts. People still value print for milestone celebrations and keep them as souvenirs. Technology is transforming us, but print still holds sentimental value, especially for older generations.

 

How does Nigeria compare to other media markets in Africa?

We are doing very well. I have been to a few African countries and was proud of our standards design, planning, execution ahead in many ways.

 

Do you think we’re leveraging technology enough?

We are trying. Most media houses now have digital arms. But there is still room to innovate, especially in reaching younger audiences.

Do you think print media will eventually disappear?

Not anytime soon, not in Nigeria. People still want to see their achievements in print. There is an emotional connection and sense of prestige that online doesn’t quite replicate.

 

What other obstacles have you encountered?

Aside from perception and bias, some people prefer certain newspapers because of the owner’s tribe or political leaning. But we work through that with professionalism and by building trust over time.

 

What does the future of Nigerian print media look like?

It is bright only if we keep evolving. If we give up, then yes, it will fade. But if we innovate, repackage, and stay relevant, print can thrive alongside digital.

 

With tech opening doors to untrained voices, what is your SWOT analysis on professionalism?

Our biggest strength is passion. With structure, good leadership, and a commitment to excellence, the media sector will keep growing.

 

How have you balanced work with raising a family?

It wasn’t easy, but fieldwork offered flexibility. I planned my week every Sunday, made school runs, and relied on support from my mother and domestic help. Now my kids are grown and I am grateful I could manage both.

 

Where do you draw your strength from? What has been your staying power?

Passion. I genuinely love what I do. Marketing is something I’ve always been drawn to. I love talking to people, selling, connecting it feels like I’m having fun while working. That passion makes the tough times easier to navigate.

 

What word of advice would you give to young people looking up to you, especially in terms of career?

For young people starting out, I always say: have passion, stay focused, be honest, and stay dedicated. Treat every opportunity as if it is your own business. What has helped me most is integrity. In my organisation, integrity is everything. You do not need connections, your work and your values will speak for you.

Be committed. Avoid shortcuts. And always pray. Sometimes, the destination you have in mind isn’t even close to where God intends to take you.

I often meet people who say they admire my work, and I always tell them it was not easy. It took time, dedication, hard work, and integrity to get to this point.

 

What is your life philosophy?

You might not have it all, but enjoy all that you have. Be content.

 

Who is Kemi Ogungbemi?

My name is Olukemi Linda Ogungbemi. I studied at what was then Ekiti State University, now Ondo State University. I later earned a Master’s degree from Ladoke Akintola University. I work in advertising, I’m married to a wonderful man, and we are blessed with children. I currently work at one of Nigeria’s leading media houses.

 

If you were not in advertising, what would you have loved to do?

Acting. I’ve always wanted to act. I was already working in advertising at Concord when I met Tunde Kelani (TK). He had just finished the movie Thunderbolt. That was one of the first adverts I secured.

I remember I was in Oshodi, saw Mainframe Studios, and walked in to pitch an ad. TK said, “Yes, we have a new movie we’re trying to advertise.” He agreed, and we published the ad. I even created a special report on the film.

Watching them edit the movie behind the scenes made me fall in love with acting. I told TK I wanted to act, and he said I’d have to start from somewhere. I was open to that. But around that time, I got engaged and my fiancé was not supportive of an acting career. He made it clear he didn’t approve, and that was the end of that dream at least for then.

But honestly, I still love acting. And I think I will give it a try someday. I have the same passion for acting that I have for my advertising career.

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