Advertising Agencies Ownership and Management in Nigeria. What is the Level of Involvement of Female Professionals?

Rotimi Williams Olatunji, Omoye Mary Akhagba and Beatrice Adeyinka Laninhun

Abstract

The numerical strength and power of women in many sectors of the Nigerian economy are on the increase. But in Nigeria, little is known of female participation in advertising agency management. The objectives of the study are to determine the proportion of female participation in advertising agency management; the perception of female professionals on their degree of involvement in decision-making and advertising agencies' ownership; as well as investigate the extent to which female professionals are satisfied with their working environment in advertising agencies in Nigeria. A survey research design was adopted which involved the use of 18-item close- and open-ended questionnaire. Using a combination of census, purposive and convenience sampling techniques, a sample size of 110 female advertising professionals, drawn from 20 (or 26%) of the existing 78 officially registered advertising agencies in Nigeria, participated in the study. The study finds that: 76 % of the female respondents agreed that there are more male employees in advertising agencies in Nigeria compared to females; 76.4% agreed that more female employees in advertising agencies belong to the junior category; and 67% are dissatisfied with the level of female involvement in advertising agency ownership. Participants agreed that working environment in advertising agencies is friendly to female professionals. The implications of these findings for the development at the industry and national levels are presented in the discussion of findings and recommendations.

Key words: Advertising; Agency management; Agency ownership; Development; Female professionals; gender

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