Why would someone leave a prestigious role at Google to build something entirely their own? For Adetutu Laditan, the answer lies in passion, purpose, and the drive to amplify African creativity on a global stage.
With a career spanning media strategy, product marketing, and leadership in tech, Laditan had a front-row seat to innovation at one of the world’s biggest companies. But her heart remained with Africa’s creative economy—an industry brimming with talent yet lacking the structure and opportunities needed for sustainable growth. That passion led her to take a bold step: founding Woof Studios, a platform dedicated to empowering African storytellers, bridging local talent with international opportunities, and ensuring creators don’t just survive but thrive.
In this Women’s History Month exclusive conversation with Glazia, Laditan shares why she chose to carve her path, the lessons she’s learned from taking risks, and how she’s accelerating action for gender equality in the creative space.
“Action over titles—Leadership is about showing up, making tough decisions, and serving others, regardless of position or recognition.”
Adetutu Laditan – Founder, Woof Studios
Adetutu Laditan – A Passionate Mission to Elevate African Creators
Glazia: Tell us briefly about your journey to becoming the woman you are today. How did you get here? What obstacles did you face, and how did you overcome them?
Adetutu Laditan: My journey is rooted in passion, persistence, and a love for creativity. I have always embraced new challenges, guided by a big-picture mindset. With a clear vision of building a career in marketing communications, I studied Public Relations and Advertising at the University and started in media strategy before transitioning to product marketing and tech. My time at Google sharpened my leadership skills and strategic thinking, but my heart for Africa’s creative economy led me to found Woof Studios, where I am focused on amplifying African voices globally. I have learned to pivot, stay adaptable, and see every obstacle as an opportunity to innovate.
Glazia: How are you driving innovation and change in your field or community? What impact do you hope to achieve?
A.L: As we build Woof Studios, one key goal is to support creators at scale with better tools for storytelling, wider reach, and more ways to earn from their talent. I want to help tell authentic African stories in a way that resonates globally, showcasing the richness of our culture and connecting local talent with international opportunities. I am passionate about shaping a creative industry where creators thrive, not just survive. This means fair partnerships, genuine support, and helping creators get paid for their work. Whether through collaborations, training, or platform exposure, I want to see African creatives become global leaders, not just observers.
Glazia: The 2025 International Women’s Day theme is “Accelerate Action.” What does this mean to you, and how are you accelerating action towards gender equality in your own life and work?
A.L: To me, “Accelerate Action” means taking bold steps toward gender equality, not just talking about it. It means being intentional about supporting female creators, championing diverse stories, and advocating for fair opportunities in the creative industry. I am learning to support and mentor women, share experiences, and create spaces where women’s voices are heard and valued.
Glazia: What advice would you give to young women looking to make an impact in their careers and communities, especially in fields traditionally dominated by men?
A.L: My advice is to own your space, stay authentic, and keep learning. Create opportunities if needed, support other women, and embrace failure as part of growth. The world needs your voice.
Glazia: What’s the biggest lesson you’ve learned in your life and career?
A.L: My biggest lesson is the importance of building leadership skills early and adopting a growth mindset. Looking back, I wish I had known to focus more on the “what” than the “how” and to recognise that life and career paths are rarely linear. Learning to stay adaptable, pivoting when needed, and embracing setbacks as opportunities for growth have made a huge difference. I am also discovering that taking bold steps, even when uncomfortable, often brings the most valuable experiences and leads to real progress.
Glazia: Who are the women who inspire you, and why?
A.L: I am deeply grateful for the phenomenal women in my life who pour fire into my flame, and I’m proud to do the same for them. These women are on powerful journeys, striving to become the best versions of themselves in business, careers, and life. They challenge me, hold me accountable, and offer unwavering support—always with love, wisdom, and zero judgment. A special shoutout to Yemi Chukwurah of Brand & Stitches, Tayo George, Affiong Osochukwu, and Mojolaoluwa Aderemi-Makinde, who embody strength, grace, and boldness. I’m beyond blessed to walk this journey with such inspiring women by my side.
Rapid-Fire Sentence Finishers
If I could have any superpower, it would be… Healing: To bring comfort and restoration to people in need, physically and emotionally.
The worst advice I ever received was… Don’t rock the boat.” Playing it safe never leads to real growth. Sometimes, you need to stir things up to make a meaningful impact. I like to look for trouble if I have to. You can’t kuku beat me!
The most important thing I’ve learned about leadership is… “Action over titles.” Leadership is about showing up, making tough decisions, and serving others, regardless of position or recognition.
The best thing about being a woman is… The ability to balance grit and grace beautifully.
The emoji that best describes me is… the savour emoji