“Sometimes you have to go back to the why in order to move forward.”

Ade Onilude, Founder and CEO of Women in Marketing, is explaining why the community interest company is playing the long game with the theme for its awards.

Revealing that the theme for Women in Marketing 2026 is the Year of Age part two, Onilude explains that the many facets of the Year of Age were too deep to limit to one year.

“2026 is the re-evolution era,” she explains, adding: “We are in an era of transformation.” Transformation requires bold leadership, as Onilude shares: “A great deal of a brand’s success will rely on the unique  lens of the marketing leaders shaping this era.”

In a wider industry ecosystem in which we flip from trend to trend, from AI to influencer, while treating DEI as if it is disposable, Onilude’s long-term approach provides a powerful lens to better navigate the shifting sands and uncertainty facing the industry.

Cannes perspectives

Fresh from Cannes Lions, Onilude was intentional in staying ‘under the radar’ at the festival while at the same time ensuring she did much more than scratch the surface of the festival. Instead of being distracted by broadcasting her experience in real time on social media, she instead poured her energy into curating an agenda which genuinely inspired her.

Top of her list was The Stagwell Sports Beach as she believes that sports will be a positive space for growth and creativity. A fact reflected in the deep dive discussions around sponsorships, athletes and enquiries around the landscape of sports investment. 

Onilude highlighted speakers including Toni Cowan-Brown, Advisor and Editor at Large at motorsport culture publication Esses, Louise McEwen, Chief Marketing Officer at McLaren Racing and Formula 1 driver Lando Norris. “The intersection of motorsport, fandoms and personal brand is compelling,” she shared. 

The Omnicom Inclusion Breakfast was another key source of inspiration for Onilude, who has been attending the event for many years when it was led by IPG. The breakfast focused on the idea that the future no longer belongs to the most scalable idea. Instead, it belongs to brands that move people first, recognise cultural signals earlier, and turn that understanding into work that truly resonates.

“The big trend at Cannes was the constant thread of being human,” Onilude explained, sharing that it is the in-between moments of the festival, from meeting new people to being supported by Adtech Agency Equati, in curating a truly personal experience. 

Elevating the change makers

For decades, Onilude has tracked the impact of macroeconomic factors on women in marketing.

She points to data from The World Economic Forum’s Global Gender Gap Report, which notes that women make up roughly 41% of the global workforce but only 29% of top leadership roles, with full economic parity estimated to take over 150 years.

“Women have felt a disproportionate impact from disruption and economic uncertainty, hence the need to incorporate support consistently,” she explains, adding: “The culture of an organisation will determine implementation and support; this includes equity support.”

The power of being yourself

Onilude has long advocated for the power of putting yourself forward. In the age of AI, deciding what it is you stand for and then standing for it all the time has never been more important.

She explains: “When technology is such a disruptor, the onus will be on you to own your personal brand both internally and externally.”

It is a shift which she believes means that companies and individuals alike need to be more intentional about celebrating success and showcasing expertise. “See investing in yourself as an asset, not a liability,” she adds. Pointing to a quote she recently saw on X: ‘Becoming yourself is the longest, most sacred rebellion’.

Celebrating the changemakers

At WIM, Onilude dedicates so much time and energy to celebrating the changemakers. When women win at the awards, Onilude often supports their career for the long run. 

Onilude explains: “Alessandra Di Lorenzo was awarded The Change Maker Award in 2019, she was then CEO at Lastminute.com. Our relationship has continued post the awards. Alessandra’s career has evolved in 2026 to being an author, speaker, and advisor. I’m spotlighting her work that is aligned with Women in Marketing’s ‘Global’ ethics and AI and social impact slant.” She highlights her TEDX Talk ‘Is the Internet in Charge?’ (below).  

YouTube link to embed: Is The Internet In Charge? | Alessandra Di Lorenzo | TEDxRoyal Tunbridge Wells

She has been so impressed with Di Lorenzo’s work that she has nominated her to speak at the inaugural WIM CEE (Central Eastern Europe) Talks summit, which will be held in Bucharest this October. Alessandra will also be a judge for this year’s Women in Marketing Global Awards.

In a market where it is all too easy to treat people as disposable, the unique power of Women in Marketing is in the authentic support and elevation it provides for women in marketing.

As Onilude explains: “Despite uncertainty, the fundamentals of leadership still apply and that includes investing in people consistently.” An approach which ensures that companies and organisations alike can play the long game in both their career and their lives. 

Inspired to do more: Enter the Global Women in Marketing Awards 2026

It's time to elevate those who are shaping and influencing the global evolving landscape of marketing The Global Women in Marketing Awards 2026 are open. It's another anniversary year as the awards  are ‘Sweet Sixteen’ Click here to find out more.