Tolulope Medebem, President Experiential Marketers Association of Nigeria (EXMAN), has said that the growing visibility and influence of women across Nigeria’s marketing communications industry is not a passing trend but a long overdue correction of historical imbalances that have for too long kept capable women on the margins of industry leadership.

Medebem made this assertion while delivering the keynote address at the Women in Out-of-Home Advertising Nigeria (WOHAN) International Women’s Day celebration held at the Marriott Hotel, GRA Ikeja, Lagos, themed “Give to Gain, Empower Her, Elevate Her.”

She opened by challenging the popular narrative that frames women’s professional advancement as something new or remarkable. “Women have always been part of the story of this industry. We have built brands, shaped consumer engagement and driven execution. What is changing now is not capability. It is visibility, voice and influence,” she said, drawing a sharp and important distinction between the existence of women’s talent and the recognition of it.

From her vantage point in experiential marketing and industry leadership, Medebem identified two significant trends that she said define the current moment. The first is that competence is now speaking louder than bias. “Women are not just participating. We are delivering measurable impact,” she said, pointing to the growing number of women leading organisations, shaping strategy and occupying board positions across the corporate landscape. The second trend is the deliberate movement of women from execution roles into decision-making and influence positions, a shift she described as both encouraging and long overdue.

She was equally direct in her challenge to women who hold back from opportunity while waiting to feel fully prepared. “Too often, women decline opportunities because we think we are not ready yet. But if we keep waiting to be ready, we may keep waiting forever. Sometimes we must step forward shaky, yes, afraid, yes, but we must step forward,” she said. It was a moment in the speech that drew visible recognition from many in the room.

Medebem identified intentional collaboration as the most important driver of the next phase of women’s advancement, singling out platforms like WOHAN, Women in Advertising, Women in Experiential and the women’s network within MIPAN as critical infrastructure for that collaboration. “Progress does not scale in isolation. No matter how capable you are, you cannot do it alone. Progress scales through shared knowledge, shared opportunities and shared intent,” she said. She also acknowledged the men who have served as allies and champions of women’s leadership, describing their support as an essential part of building a truly inclusive industry.

She closed by posing a question she asked every person in the room to carry with them beyond the event. “What role will I play in lifting another woman this year?” It was a question she anchored in a principle she described as fundamental to lasting progress. “The strength of our industry will not just be defined by how far we rise individually but by how intentionally we lift others along the way. The rise of the woman professional is not just about who is at the table. It is about who is shaping the agenda. When women rise, and rise together, industries do not just change. They evolve.”