Bunmi Oke, CEO/ Lead Consultant, Ladybird Advertising Limited, has called for a paradigm shift for a more inclusive, diverse and equitable Out-of-Home (OOH) advertising space through a holistic approach.

Addressing the critical role of women while dissecting the theme: “Women in OOH Media: Issues, Challenges and Prospects”, the creative expert said the focus does not revolve on achieving gender equality but also recognising women’s unique perspectives, skills and expertise, which can contribute significantly to inclusive development.

The Association of Advertising Agencies of Nigeria’s (AAAN) former president reaffirmed that, aside from playing instrumental roles in the family and across all sectors, women have always been at the forefront of driving positive change.

She alluded that no sector which leverages the strengths and perspectives of women remains stagnated.

Leveraging the theme to drive home her point, she urged women in the OOH advertising to prioritise efforts in boosting their value to enable them sustain their hierarchical movement. This, she stated, will act as a catalyst in remaining relevant with the changes in the industry.

She charged women to aim for excellence through competence, diligence, expertise and value addition to earn them the desired and deserved positions in their career journey. The WIMBIZ member advised women to upskill, update and innovate in their modes of business delivery. She also emphasised the need for women to embrace new technologies to remain in tune with new realities in the job.

“Whether you are a woman in advertising, marketing or media, the challenge of being competent must always come to the fore. A career in any segment requires the need to excel and also exceed expectations. You must also learn to package yourself to place value on yourself. Don’t underprice yourself,” she advised.

Oke outlined and addressed some of the unique challenges and issues restraining the professional growth of women in the society.

“Female professionals face several issues such as pay disparity, sexual harassment, imposter syndrome, pregnancy discrimination and many others,” she mentioned.