The CEO of Slice Media Solutions Limited, Khadijah Okunu-lamidi, speaks with TOFARATI IGE on her career and other issues

AI am the chief ‘visioneer’ of the company and my responsibilities lie in the creative direction of the company. My job is to maintain our brand position by constantly developing ideas which keep us at the upper echelon of the outdoor advertising industry. Our goal is to ensure we remain the leaders in innovation, and to consistently present an unavoidable disruption to the outdoor media space.

We have proved this, for example, by deploying the first and only LED street lamp pole screens presently on the Third Mainland Bridge in the economic capital of the country, Lagos State.

We are an all-round advertising company. In Lagos, we are the leaders in out-of-home advertising as we provide complete market coverage. Some of our services include out of home advertising, trend analysis, name and brand equity assessment, core messaging adapted to key audiences, brand marketing/management, among others.

As a company which embraces transformation and innovation, we wanted to significantly impact businesses and society through design. The Third Mainland Bridge digital lamp poles are an affordable evolution from traditional flex lamp pole banners, where creative brands can optimise their broadcast to create extended engagement with audiences in ways other media simply cannot match.

The Third Mainland Bridge measures 11.8km in length and is one of the longest bridges in Africa. It enjoys high vehicular traffic, with a daily estimated 1m eyeballs mark mostly during peak hours alone.

They don’t really pay attention to content and they don’t run adequate assessment for full market coverage. With Slice Media, the innovativeness of our creative team allows us to drive contextually pertinent communication.

You need to have the confidence in your vision and be determined to execute it. For this, you must invest in a highly intelligent, astute and specialised team to analyse, think through and execute stages of that vision. A working team is critical. Your team needs to be motivated and valued.

In this industry, it is also valuable to have access to an extended network of high value individuals. the Lekki-epe branch, and I held that position for 18 months.

I was then moved to the corporate affairs department, to head client services. Together with my team, we ensured LASAA remained appealing to all clients who walked in. I resigned slightly over a year after.

I do not consider the term ‘girl empowerment’; I rather refer to it as gender balance. I try to project female gender opportunities and manage the narrative in the media. Young women must constantly see successful and accomplished women to reinforce their dreams.

For the International Women’s Day 2019, we displayed inspirational and successful women on our iconic screens. This was to encourage the budding heroines, and thank those who had paved the way.