International Women’s Day (IWD) celebrates the social, economic, cultural, and political achievements of women and embraces a world free of bias, stereotypes, and discrimination. A world that’s diverse, equitable, and inclusive.
For Australia’s media and creative agency leaders, the occasion serves as a reminder for the importance of closing the gender pay gap, recognising your own strength and potential, supporting women in the industry and the wider importance of diversity, inclusion and equality in the workplace.
Women leaders from across Adland shared their thoughts, words of wisdom and outlooks on womanhood in the industry with Mediaweek.
Jo McAlister
Jo McAlister, chief executive officer, Initiative Australia
What was the best piece of advice you have been given in your career, who was it from, and why has it been so invaluable?
‘Be yourself, because everyone else it taken’ It’s an Oscar Wilde quote that was said to me by the late Helen Kellie, chief content officer SBS. Throughout my early part of my career, I unintentionally wore a corporate mask but now confidently I have removed my mask and what you see is definitely what you get. Authenticity is key to who I am.
Throughout your career, have you seen a big shift in the representation of women in the industry?
Absolutely! I am surrounded by strong impressive senior women at Mediabrands and in the industry, they have become my tribe. I particularly gravitate to senior women who I see genuinely support other women.
How is your organisation and the broader industry tracking in terms of diversity and inclusion?
Mediabrands is tracking very well, and the industry is demonstrating strong intention at MFA level. At Mediabrands we’ve worked hard over the last five years to integrate inclusion into our existing people practices, policies and culture and we are connecting with our clients’ goals and communities too. DEI must evolve past tactical and compliant implementation – that’s right of entry nowadays– so our teams are working towards industry level impact. We’re couldn’t do this without our PAMs (our Period and Menopause Mates), our PRIDE network, our RAP Committee and our Ability Advocates. Big shout out for these volunteers at Mediabrands!
What small but impactful ways do you challenge gender bias and inequality in your daily life to empower yourself?
As a society we expect women to work like they don’t have children and raise children as if they don’t work. This is insane. As a working mum, I practice the culture of ‘leaving loudly’ for all parents. At Mediabrands we celebrate flexibility acknowledging that life happens around our work commitment.
What piece of advice would you give young women navigating the industry?
My mum recently passed away and part of her legacy to me was her life advice which can translate to my career. Some of her wisdom was don’t change yourself to fit in when it goes against who you are, be vocal if you feel uncomfortable and our male colleagues can be some of our biggest supporters.
What do you think 2025 holds for DEI in the industry?
We are one of the luckiest industries working with our media partners and their content, amazing clients and their brands. I keep thinking how can we unite to create more impactful and purposeful change not just in our industry but across the country because of the audiences we can influence together. Certainly the big wake up we’ve had with organisations rolling back their DEI, is checking in for where we should have been now – to have this already embedded – and how do we bring the detractors along too?
Batoul Peters
Batoul Peters, head of commercial operations, Vinyl Media
What was the best piece of advice you have been given in your career, who was it from, and why has it been so invaluable?
The best advice I have ever received was from the first feminist I ever met and knew, and that was my father. In the very early days of my career he gave me a lot of unsolicited advice, which I never really understood the value of until I was in scenarios where his voice would pop into my head and then it would all make sense.
One of his wisdoms was “when you are out there, you are only competing with yourself”. I didn’t quite understand at the time in my early 20s what he meant by it, but as I progressed through my career and life, I realised that my measure for success is how well I applied myself and the choices I made when I show-up in any scenario.
Throughout your career, have you seen a big shift in the representation of women in the industry?
Yes and No.
Are there more women in leadership roles now than versus 15/20 years ago – YES. and it’s great.
However, Women are not a monolith, we are shaped by our culture, heritage, age, sexuality, lifestage and so much more. So what I hope to see is more women in leadership roles with unique birth names, more women of colour, more women who have a rich ethnic history, whose parents don’t speak english, who had to navigate life through a very different lens to the current pool of talent at the top. More representation please.
How is your organisation and the broader industry tracking in terms of diversity and inclusion?
The broader industry from an employee perspective has certainly embraced more inclusivity and representation in their workplaces. I know this anecdotally from my time in the industry these past two decades and the diverse range of people I get to meet and work with. It makes for better and stronger output as a collective we are more representative of the Australian population. There is no doubt still more room for improvement.
In terms of brands, it’s evident they are embracing a more diverse approach of what consumers look like today. However, brands are at a crossroads that their version of representation is starting to feel one dimensional – almost a stereotype of the groups. I would like to see more brands embrace a multidimensional view of people.
What small but impactful ways do you challenge gender bias and inequality in your daily life to empower yourself?
The way I challenge inequality or gender bias is by drawing attention inwards to the unconscious bias I place on myself based on other people’s expectations of me. I make the effort (almost daily) to remove the labels I assume, and rather than showing up as a “what” I show up as a “who”. I am just me. This type of reframing has helped me walk into conversations with more confidence as I am not concerning myself with what others think I should be.
What piece of advice would you give young women navigating the industry?
Back yourself. Be loud, be assertive, be bold. Understand that haters won’t ever change and you will come across them at all stages of your career – SO just get busy being happy, Live well and spread your wings.
What do you think 2025 holds for DEI in the industry?
Taking a leaf out of Jade Axford’s recent article in Mediaweek – I want to champion her suggestions on what our industry could be doing more of:
• Ensure Pay Equity – Conduct pay audits and close the gaps.
• Invest in Women Leaders – Create mentorship and sponsorship programs.
• Redefine Workplace Policies – Offer real flexibility and equitable parental leave.
• Champion Authentic Representation – Tell better, more inclusive stories.
Sheryl Marjoram
Sheryl Marjoram, chief executive officer, DDB Group Sydney
What was the best piece of advice you have been given in your career, who was it from, and why has it been so invaluable?
From my father who told me that when, as a leader, you see something that doesn’t make sense to you, rather than immediately judging it as silly/wrong/stupid, to instead stay open and think on the context that made that decision right. It opens up the aperture of possible solutions, makes you more humble to the pits of having to decide things, and more inclusive of all the people and circumstances you might want to consider before you make your final decision.
Throughout your career, have you seen a big shift in the representation of women in the industry?
Definitely. I grew up in account management which I believe – of all the departments – has always had the best representation of women generally but no doubt we are seeing progress in leadership. When I first became a CEO – it was only 2021 – I had very few peers. Now, Lea Walker hosts a regular lunch with a bunch of us female CEOs and it’s hard to get a table big enough when all can attend. That said, there clearly is still under representation in executive positions, which is a significant factor contributing to the overall pay gap. We need more intentional change across a broad range of systemic issues.
How is your organisation and the broader industry tracking in terms of diversity and inclusion?
I’d rather comment on my efforts versus the industry, if I may. These issues are extremely complex, and both the questions and the answers cut across so many other commercial aspects of the business than just DEI strategies. I would not want to comment on something I don’t have a full understanding of. When it comes to DDB Sydney, thanks to admittedly blunt tools like the gender pay gap, we know exactly how we are tracking on gender diversity. Such tracking tools keep everyone honest, however, other diversities are more complicated given data protection doesn’t allow tracking on all aspects of diversity. Having said that, I don’t need data to tell me that we can do better and more.
What small but impactful ways do you challenge gender bias and inequality in your daily life to empower yourself?
Related to my life right now I am not facing anything that could be considered more than unconscious bias. So I find it really helpful to think ‘cock up, not conspiracy’. It allows enough grace for people to walk back on what they’ve said or done and take on their own learnings. Being consistent also really helps.
What piece of advice would you give young women navigating the industry?
Match my volume ladies. Come and get me.
What do you think 2025 holds for DEI in the industry?
No doubt the economic and political climate is making it harder to assume DEI is a focus for many. Both of these things impacting the people who are thought of last is real. If you think first of a mother, then a single mother, and then a single mother with a sexual, racial, or disability ‘other’, you can see how the invisible yet constant mental load increases.
Getting the ‘opportunity’ of a position is not the end, it’s the beginning. We have to find ways that allow for the mental load that these women are carrying in with them every minute of the day. It is a huge factor when you get to the creative departments of our industry where having capacity to think clearly and dynamically is vital to one’s ability to become a leader. Staying fully cognisant to all the aspects of what makes this fight for equity more difficult than it appears will be urgent if we want to change the shape of our agencies.
Marilla Akkermans
Marilla Akkermans, founder, Equality Media & Marketing
What was the best piece of advice you have been given in your career, who was it from, and why has it been so invaluable?
A career is such a long time that I don’t think there can be one piece of advice that you crown as the best piece of advice. As you grow and learn, there are pieces of advice that are so relevant to that moment. One ethos that I try and live by and bring into my career is treat people how you would like to be treated. So simple and yet so many people don’t do it.
Throughout your career, have you seen a big shift in the representation of women in the industry?
I don’t think so. It’s been an industry powered by women the whole time I’ve been in it. I think where I have seen change is that women are more outspoken about their careers and desires to do well and move-up, and we have seen a growing propensity to be heard. There are more women in the industry than ever before, and we see female leaders at the table—but the glass ceiling hasn’t shattered, it’s just gotten more nuanced.
Women are still less likely to be promoted despite outperforming their male colleagues. We’re still making less money over our careers, still doing the bulk of unpaid labour, and still navigating industries that were not designed with us in mind. The shift is happening, but at a glacial pace. Real change will come when representation isn’t just about numbers but about influence—when women aren’t just in the room but are shaping the agenda.
How is your organisation and the broader industry tracking in terms of diversity and inclusion?
We are actively making policy that specifically empowers women to succeed at work. Our four-day workweek at full pay, our additional leave entitlements that reflect real-life needs (from menopause leave to gender affirmation leave to grandparent leave), keeping hybrid work models and our refusal to settle for the status quo are all about creating an environment where people—especially women—can thrive. 80% of our senior leadership team is women, which more closely aligns with the fact that 70% of the media’s workforce identify as women. But the broader industry? Progress is patchy. Many organisations are still treating diversity and inclusion as a PR checkbox rather than embedding it into their culture. True inclusion isn’t just about hiring more women or issuing a press release on International Women’s Day. It’s about rethinking the way we work, from pay structures to promotion pathways to workplace policies that actually work for everyone.
What small but impactful ways do you challenge gender bias and inequality in your daily life to empower yourself?
I’m a female business owner, so I feel like every morning when I get out of bed I’m empowering myself! Women founders account for 34% of all Australian businesses, and that number is growing, which I’m also inspired by. There is no rule book or silver bullet, it’s one foot in front of the other and to remember to stand for what you think is right. Sometimes it’s not what you say but what you do (or don’t do sometimes) that can speak volumes.
What piece of advice would you give young women navigating the industry?
Don’t give up and don’t give in to who people tell you to be. You’ll have to work harder than your male counterparts to keep progressing in your career and at times things will be incredibly frustrating. But get yourself some personal goals that you can go back to and refer when it feels like you’re not moving forward. I promise you are and all that extra hard work is making you way smarter, and good people can see that.
What do you think 2025 holds for DEI in the industry?
I’m nervous, because there is a lot of dangerous, unfounded opinions being flung around that are degrading the importance of DEI. DEI is hard, any change is hard but it is imperative to our success as human beings to respect all people in our community as equal. And the least the corporate community can do is respect and positively impact change through DEI.
Virginia Hyland
Virginia Hyland, chief executive officer, Havas Media Network
What was the best piece of advice you have been given in your career, who was it from, and why has it been so invaluable?
Brendon Cook, who built the Ooh! empire from a small team of 20 people in the early 2000s, once shared with me a piece of advice that has stayed with me ever since: “Do you know who succeeds in business? Those who never give up… no matter how difficult the challenges may seem.”
Those words became a guiding principle during some of the toughest times in my career — particularly during the Global Financial Crisis in 2009, when the road ahead felt impossible to navigate. Holding onto even the smallest glimmer of hope, I used that period to dig deep, rethink my agency’s offering, and find new ways to create value for our clients.
At the time, many brands were struggling with the high costs of reformatting global creative assets to suit local markets, so we built a team and product suite that made the process faster, more efficient, and affordable. This pivot not only helped our clients but became the foundation of a new social and creative arm within the agency — one that focused on delivering the right message, in the right format, through the right channels, rather than simply pushing media strategies.
That evolution helped propel the agency to become one of the most successful independent media agencies of its time.
Throughout your career, have you seen a big shift in the representation of women in the industry?
Absolutely, and something I’m incredibly proud of. Media agencies are the newest generation of agencies, having only truly emerged in the 1990s — which means we’ve built a different kind of legacy.
In Australia, more than half of media agency CEOs are smart, successful, hardworking, and highly capable women. Our industry body, the Media Federation of Australia, is led by a female CEO, with equal gender representation on the board — a reflection of the incredible female talent shaping the future of our industry.
Championing women has always been a personal passion of mine. I’ve seen firsthand how women can sometimes question if they’re good enough — a self-doubt that can hold us back. I’ve helped women tap into their inner Cleopatra persona — that powerful, confident version of themselves — to approach career conversations with a mindset of self-belief. The truth is, if you’ve worked hard to get to where you are, you deserve to be there. We need to stop shying away from conversations that support our growth and own the value we bring to the table.
How is your organisation and the broader industry tracking in terms of diversity and inclusion?
There is now greater awareness across all levels of leadership about the importance of diversity, equity, and inclusion — and a stronger commitment to driving meaningful progress. In today’s digital and social era, poor behaviour is called out louder and faster than ever before, holding companies to a higher standard. This spotlight is pushing businesses to prioritise creating equitable, supportive workplaces where everyone can thrive.
At Havas, we’re incredibly proud of the diverse makeup of our team. Around 40% of our people come from non-Australian born backgrounds — represented across every level, including our most senior executive leadership roles. We’ve built a culture that champions flexible working, actively promoting women returning from parental leave into leadership positions and supporting part-time roles. We also recognise that parenting is not a female-only responsibility — our industry-leading policy empowers men to take extended primary carer leave, ensuring equal access to family care responsibilities.
Diversity, equity, and inclusion aren’t just policies — they’re embedded in our culture. Our Strategy Director, Luisa Dalli, represents us on the MFA DE&I Council, advocating for industry-wide change. We regularly share our stories and perspectives in the media to celebrate the power of diverse leadership. Across Havas Village, we have comprehensive DE&I policies in place — spanning age, gender, ethnicity, and salary benchmarking — to create a level playing field where every individual is supported to reach their full potential.
What small but impactful ways do you challenge gender bias and inequality in your daily life to empower yourself?
I’ve long been passionate about holding both our agency and the wider media industry accountable for how we show up — not just in the work we do, but in how we create a fair and inclusive workplace. As a board member of the Media Federation of Australia, I challenged my counterparts in the early days when the annual salary census consistently showed women were being paid less than men for the same roles. I pushed agencies to look inward at their internal promotion processes, reminding them that no agency wanted to be the one holding back equal financial recognition. Over time, we’ve made significant progress — today, pay parity is now the standard across all MFA member agencies, both global networks and independents.
My biggest piece of advice is this: if you see something unjust or unreasonable, it’s on all of us to speak up and push for change. Choosing to stay silent only helps perpetuate the problem for future generations. Bravery and leadership aren’t reserved for those with titles — they exist at every level. If something isn’t right, don’t just talk about it around the water cooler — bring your ideas forward, challenge the status quo, and help create solutions. Our industry will only thrive if we continue to build workplaces that are Everybody’s Home.
What piece of advice would you give young women navigating the industry?
Find your voice — no matter what — and give it a go. Life is a long adventure to be embraced, and the greatest regret is holding back because you don’t think your voice will be valued or heard. I’ve always found it heartbreaking when someone on my team makes a decision based on self-doubt rather than speaking up. The truth is, you’ll never know the impact you can make until you’re brave enough to start the conversation.
Leave no stone unturned. If you don’t get what you need, use that moment to take action and carve out your own path. Often, I’ve seen conversations where everyone walks away with a completely different narrative in their head. The internal stories we tell ourselves can either fuel our confidence or chip away at it. When negative thoughts creep in — and they will — it’s crucial to rewrite your own narrative. Replace self-doubt with positive, affirming messages like: You’ve got this. You’ve put in the work. You know your stuff. This is your industry.
Think of it as a mental workout — just like physical exercise, it takes practice to build stronger mind muscles. The more you train your inner voice to speak with kindness and confidence, the quieter the negative thoughts become.
What do you think 2025 holds for DEI in the industry?
Step by step, we are making progress towards a more inclusive and equitable future. The media industry has a bright future — one where everyone, from every walk of life, feels supported, valued, and included. But there’s still work to be done — and it’s up to all of us to drive that change. We can’t wait for someone else to lead the charge — we are the collective force that will shape what comes next.
If we don’t use our voice to advocate for a better future, then who will?
Jacquie Alley
Jacquie Alley, chief operating officer, The Media Store
What was the best piece of advice you have been given in your career, who was it from, and why has it been so invaluable?
Don’t be in a rush. Your career is a marathon, not a sprint, particularly these days when we are going to need to work until much older than previous generations did. Take accountability for your own learning and development, curiosity and courage are muscles that need to be practiced, and start doing the next role before you get the title or salary. This advice was from a previous manger, Helen Karabassis, and it was so invaluable as it fights against our desire for instant gratification and builds resilience and perseverance.
Throughout your career, have you seen a big shift in the representation of women in the industry?
Media has always skewed female. I’ve had colleagues tell me it’s partly because women two decades ago were diverted from their dreams of being creatives to the perceived unsexy roles in the media team. It’s not the representation of women in media agencies that I’ve seen shift throughout my career but it’s the emergence of the unique value and representation of senior leaders which is exciting. To see the next generation of women have positive role models of what an authentic female leader can look like is no doubt changing the industry for the better.
How is your organisation and the broader industry tracking in terms of diversity and inclusion?
The Media Store has always enjoyed a diverse workforce, with a tapestry of different cultural backgrounds and age ranges in particular. We have worked hard to achieve an equal-gendered senior leadership team and our wider team reflects the female skew of the industry. We are proud of the experience that sits within the agency with 30% over 50 years of age, which the broader industry is still tackling in terms of ageist biases and inflexible approaches to flexibility as different stages of life require new approaches. At The Media Store we strive for connection and belonging, which goes deeper than simply ensuring everyone is included.
In terms of the broader industry, I would say there is great intent yet there is a nervousness about what is the right thing to do. Take IWD – businesses want to celebrate their women yet don’t want to make it tokenistic or cover over the underlying issues so they aren’t sure what to do. The same thing for reconciliation, how can we go beyond acknowledgment of country to respectful consultation so that our industry is a place where more Aboriginals would flourish. DE&I is a complex and emotionally charged area so many stay in the safe zones, not courageous enough to have the tough conversations and work towards meaningful change.
What small but impactful ways do you challenge gender bias and inequality in your daily life to empower yourself?
A small thing I’ve noticed recently is that women are more likely to move aside to allow others to walk past whereas men stay on the path. It was a recent observation on my morning walks (yes I know, a sample of one!). So I’ve been testing what happens if I don’t weave or move aside but walk straight ahead. I’ve realised it doesn’t come easy but is quite empowering to value myself in that small moment.
Being a mother of four boys I do feel a responsibility to point out inequality or a casual misogynist comment when we are together so that their awareness is heightened. A recent discussion where I shared how I am always looking for an exit path or holding my phone when out alone was fascinating as that is not their experience – but it hopefully increased their understanding and empathy.
What piece of advice would you give young women navigating the industry?
Be confident in your strengths, the unique value you bring. We often skirt around saying what we really need and get in our own heads, playing out the worst case scenario. But what if we flipped that – what if it all works out? What if you walked in confident?
What do you think 2025 holds for DEI in the industry?
Despite what’s happening in the US, I don’t think DE&I will be put on ice here. However I do think some previously unsaid things may rise to the surface and my hope is that leads to respectful debate and a reset of what’s important to each organisation, that leads us forward authentically. I hope it becomes more purposeful and personalised.
Bronte Howard
Bronte Howard, account director, The Pistol
What was the best piece of advice you have been given in your career, who was it from, and why has it been so invaluable?
“If you don’t ask, the answer will always be no.” This was something my first boss told me, and it has shaped the way I approach my career. Whether it’s asking for a promotion, pushing for a project you believe in, or negotiating pay, speaking up is the only way to drive change for yourself. It’s a simple mindset shift, but one that’s been invaluable in helping me and the women I work with advocate for what we deserve.
Throughout your career, have you seen a big shift in the representation of women in the industry?
I’ve been fortunate to work in female-led businesses throughout my entire career – an active choice I make when deciding where to work. Over the years, I’ve seen more women stepping into senior roles and advocating for better financial compensation, which is an important shift. There’s still work to be done, but it’s encouraging to see more women actively pushing for the positions and pay they deserve.
How is your organisation and the broader industry tracking in terms of diversity and inclusion?
Our leadership team is currently 65% female, with the most senior roles in the business held by women. That’s something to be proud of, but it’s important to keep momentum going and ensure diversity isn’t just a statistic – it should be reflected in opportunities, pay equity, and representation across all levels. More broadly, the industry has made progress, but there’s still a gap when it comes to intersectionality and ensuring diverse voices are truly heard and valued.
What small but impactful ways do you challenge gender bias and inequality in your daily life to empower yourself?
I lead by example. I reject the idea that women need to soften their approach to be more “palatable”. I’ve always been direct, and throughout my career, I’ve been told to tone it down – something I doubt a man in my position would hear. So I push back against those biases by staying true to my approach and advocating for women on my team to do the same. I also make a point of amplifying the voices of women who haven’t yet found the confidence to speak up.
What piece of advice would you give young women navigating the industry?
Don’t wait for permission – ask for what you want. There’s more opportunity than ever, but you have to claim your space. Be clear, be direct, and don’t be afraid to challenge expectations. Whether it’s negotiating your salary, pitching an idea, or going for a leadership role, back yourself and make your ambition known.
What do you think 2025 holds for DEI in the industry?
I hope we see more collaboration and accountability – particularly from men. Women have carried much of the conversation around diversity and inclusion, but real change requires everyone to step up. I’d love to see more men advocating for gender equity in hiring, pay, and leadership representation, rather than leaving it solely to women to push for progress.
Top image: Jo McAlister, Batoul Peters, Sheryl Marjoram, Marilla Akkermans, Virginia Hyland, Jacquie Alley and Bronte Howard
Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.
