TBWA Concept Unveils Write Mothers
TBWA Concept, a leading creative advertising agency in Nigeria, has unveiled five creative mothers who emerged the overall best in its latest ‘disruptive’ initiative, Write Mothers.
The event, which took place at its GRA, Ikeja, Lagos head office had as special guest the legendary Amazon of the advertising industry in Nigeria, Mrs. Bola Thomas, founding Partner of LTC/JWT advertising and first female president of the Association of Advertising Practitioners of Nigeria, AAPN, now Association of Advertising Agencies of Nigeria, AAAN who herself is a highly rated and regarded creative writer.
Explaining the motive for the initiative, TBWA’s managing director, Mr. Kelechi Nwosu, said it was to ‘smoke out’ hitherto uncelebrated mothers, in particular, and women, generally, who are talented and creative but who haven’t been given the opportunity to work and who having become mothers might have had their careers put on hold.
According to him, the Advertising industry, in particular, has always experienced a dearth of women. He illustrated this submission by pointing out the fact that there are not many women in top positions in the industry as it is in several others.
“The initiative was therefore an opportunity to motivate, stimulate and challenge our mothers who are outside of the industry but who, nonetheless, are especially talented to write for us from wherever they are. And, you all know we are looking for copywriters in the (advertising) industry”, Nwosu disclosed.
Shedding more light on the initiative, the TBWA helmsman explained that it is flexible in that it draws from the multi-tasking capabilities and skills that women are known for and that his agency opted for mothers because “that itself, brings a particular perspective that is missing from the current experience of motherhood”, adding that the profiles of several mothers across our land reveal women who are well educated, skilled and talented but who, perhaps because of the challenges of society and motherhood, are not working.
Asked about the process which produced the Write Mothers, Nwosu explained that his agency placed an advert on some online platforms which requested mothers to simply “Tell us two interesting things about you” and that they (TBWA) opted for on-line platforms because they wanted women who are on-line savvy.
In that seemingly simple exercise, as Nwosu further explained, they were not just looking for writing for its sake but for the creativity which the respondents could bring into writing.
The unveiled maiden Write Mothers include Adeola Olusoga, Patricia Klo, Ofome Onoeje, Onaara Akintade and Temitope Akintoye. They would be engaged to work for the TBWA from the comfort of their homes or wherever, as the company’s managing director revealed, assuring that for now, the Write Mothers initiative would be carried out on annual basis.
While addressing the audience, particularly the ‘Write Mothers’, Mrs. Bola Thomas encouraged them with the inspiring story of her own very successful personal, family and career life, assuring them that in spite of all identifiable challenges women have all it takes to be the best in anything they choose to do.
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