Led by agency owner, Laura Hamod Barnes, this rousing discussion among Australian agency leaders presents invaluable insight for the industry to take note of.
This article originally appearered on LBB.
From left to right: Laura Hamod Barnes, founder and CEO of Connected; Helen Graney, CEO of Weber Shandwick and Jack Morton Australia; Caroline Catterall, founder and CEO of Keep Left; Kim Wildenburg, founder and MD of SEDONA
At the beginning of the year, it was reported that media businesses were slowly but surely becoming less male-dominated. Conversations brought about by covid and the remote working movement that followed has placed new emphasis on the importance of improved diversity, equality and representation in the industry.
Agency leaders like Laura Hamod Barnes welcomed this much-needed shift in perspective with open arms. Having advocated for flexible and inclusive working conditions for over a decade, it was Laura’s pursuit of an equal playing field that pushed her to start her business - Australian independent advertising agency, Connected - in the first place. Understanding how initiatives that facilitate diversity and inclusion are key to tangible change, Laura hopes Connected can set a new precedent and hold space for the next generation of female talent.
Here, joined by three other top-ranking powerhouses from across Australian media - Helen Graney, CEO of Jack Morton; Caroline Catterall, founder and CEO of Keep Left; Kim Wildenburg, founder and MD of SEDONA - Laura addresses the collective mightiness of female leadership, and the ways in which women in the Australian market are bringing about much needed change in a still male-dominated industry.
LBB> In the years since you first started your company, how have you seen the conversation around diversity and representation evolve?
Laura> I started Connected in 2012 and, back then, I had noticed a lack of diversity and representation in the industry. I was working at a big, male dominated media corporation before I started Connected. In this job there was very little flexibility when it came to work life balance, especially for parents. Nowadays, looking at the industry as a whole, things have changed a lot. I have great female friends who are CEOs of big media corporations now and many senior managers and CMOs we work with are female – which proves we have come a long way since 2012.
I don't think it’s an equal playing field for everyone yet, but covid helped bring about some change. It forced everyone to think about how and why we work the way we do. I still see the struggle for parents and mothers in particular. Perhaps it is more difficult to offer flexibility in media due to the intensity of our service-based industry? Even so, at Connected we pride ourselves on making sure things are fair for everyone, and strive for complete and utter diversity within our business. The same goes for businesses that we work with as well.
Caroline> The conversation has changed and the industry is getting better at championing women. We are now seeing women represented in many more forums; executive teams, Boards, externally in the media, at events etc. I’m not sure if it’s easier for women but there are more opportunities for us to contribute our voice and point of view on key issues.
I agree that workplace conditions have also improved since covid and there is more flexibility for working mums. However, at a macro level, the situation around child care is still a big problem, especially in Australia, and unless you’re earning big bucks, trying to do it all - work full time and raise a family - is very tough financially. Working for very little once all the bills have been paid is not particularly motivating for female talent in this country long term. These conversations need to continue.
Kim> In recent years, I have seen a shifting trend from agencies looking for more gender diversity in the pitching phase which is a positive bi product from senior leadership within our industry. At Sedona, we’ll always present the best director for the creative and narrative, however having more opportunities to see what a female lens or perspective can bring to certain brands and products can often help with relatability and authenticity.
LBB> How do you use your platform as a female leader to boost initiatives that empower other women?
Laura> One of our proudest achievements in this area is our work with Forever Projects, a charity dedicated to breaking the cycle of poverty for new mums in Tanzania by helping them start up and run their own businesses. The whole charity is about empowering women to become entrepreneurial, teaching and supporting them to set up businesses so they can create a self-sustaining future for their families. It’s a fantastic model centred around empowerment – something I’m really passionate about.
As a charity partner, we provide pro bono marketing services, and our whole team participates in their ‘What’s Your Kilimanjaro?’ fundraising challenge each year.
Caroline> At Keep Left we invest in strong female leaders and focus on building a culture that is both supportive, high performing, and underpinned by the importance of play. Our in-house PD program is run by Gruen panellist and play-expert, Camey O’Keefe. We are an earned heritage agency that has evolved into a creative shop, so Camey helps our leadership team up-skill in areas of brand, marketing and account management (or the “Business Brain” as we call it). By the end of the year, we’ll have super-charged the knowledge and performance of our senior leaders. Whether they continue to work at Keep Left or go elsewhere, this training will set them up for life. We want to make space and time at work for our team to be in a state of flow, because what we do can be stressful if we’re not having fun.
Helen> I use my platform by being active, having a voice and being connected. The PR, communications and marketing industry in Australia is blessed with an incredible cohort of talented, experienced, senior women who are supportive, collaborative and selfless. When we galvanise the collective power of those women, our power is strong and our voices loud. I use speaking opportunities, media (op-eds, LinkedIn, trade press etc.) to be part of the conversation or get behind important initiatives.
LBB> Why do you think it is particularly important for women to support other women in the media industry?
Caroline> It’s important to keep investing in ourselves and each other. At Keep Left, we’ve brought in an industry leader to work with our female execs to help prioritise their career development plans and get them to the next level. As women, sometimes there are gaps in our CVs because we’ve taken a year out to raise a child and the industry has moved on (a lot can happen in a year) so the dreaded Imposter Syndrome can sometimes rear its ugly head.
Laura> Mentorship is an amazing way to support other women – I’ve had some great female mentors in my time. My first mentor was a lady called Charlotte from Southern Cross Austereo, who empowered me every single day. She taught me so much. Not just technically, she also taught me to be strong, challenging me and helping me push myself. I have a lot of strength today because of her.
Being a woman in the media industry is very difficult, and not everyone can understand that. Having worked in the media for a long time, weighing up the development prospects available to me in my previous job role was very demotivating. Since starting Connected, I have proven it doesn’t have to be like that, and I want to assure other women that there are options. I have seen a lot of brilliant and passionate women leave the industry when they reached a particular point in their lives and careers – this should not feel like the only option. It has unfortunately left a massive skills gap in the industry. Thankfully, as an industry, we are starting to see ways around it, and I am proud to be a small part of the solution.
Helen> Mentoring can make the most significant difference to our future generation of women leaders. An impact study carried out by women-led initiative, Mentor Walks, found that nearly 50% have progressed in their careers since joining, 77% gained more confidence and a massive 94% received the clarity and guidance they were looking for by being mentored. As a benefactor of the kindness, generosity and support of the people who mentored me, I believe that the best way to use my platform and authority is to be as visible and accessible to young women as possible, and to “pay it forward” with mentoring.
LBB>Recent years have seen the Australian and NZ media and digital landscape led by a promising succession of strong female leaders across all sectors. Whilst this is certainly part of a global trend, the ANZ market seem to be refreshingly ahead of the curve. Why do you think local conditions are conducive to this shift?
Helen> Whilst we are not in a position to celebrate the number of female founders in Australia (22.3%) or the fact that there are only 10 female CEOs in the top 100 companies in the country, the media and digital landscape has seen a promising succession of female leaders in ANZ across every sector but very much so in media. The media, PR and marketing industry places a strong emphasis on creativity, communication, and interpersonal skills: qualities that women often excel in. I believe that as the role of leadership has evolved, and these skills have become more valued, it has opened up more opportunities for women.
Laura> Australia and New Zealand have always had a reputation for adapting and adopting quickly to new things, and it’s great to see momentum building on this side of the world, even if it feels long overdue and still too slow. We are seeing real change happening in politics over here: things like anti-discrimination laws and new paternity leave policies enable conversations for all working parents, not just women.
LBB> Conversations around female-led organisations can, by their very nature, be divisive in sometimes assuming there is still something to prove. Do you think this is true, and how can female leaders contribute positively to the ongoing narrative?
Helen> I suspect that most women would prefer not to have to have the conversation at all. Most of us would rather simply thrive in a world where there is gender and pay equity and equal opportunities for all jobs. The reality is, however, that we live in a world where just 22.3% of Australia’s founders are women, with recent research indicating it could take approximately “100 years for corporate Australia to have at least 40% of CEO positions on the ASX300 filled by women”. So, whether it’s a divisive topic or not, it’s a conversation we need to have.
On a macro level, we need a cultural shift, policy reform and more accountability from companies to commit to gender equality. Jack Morton has a strong focus on gender equity and removing the barriers for anyone in the agency to thrive and develop. Our DEI and ESG team meet fortnightly, chaired by me and we continue to chip away at the things we can do better and the barriers to advancement that we can remove.
Kim> It’s a shame that diversity, inclusivity, and equality still need to be so heavily considered. Having worked professionally for 12 years in the United States, I was quite taken back when I returned home, to find that both the advertising and production industries in Australia are still predominantly led by men. This was one of the reasons why I named my production company, a female name, SEDONA. In the Native American Yavapai language, it means rock or stone, and symbolises a woman’s dependability, strength, stability, and well-grounded nature – this accurately sums up my goal with my business and creative offering.
Ultimately, it really shouldn’t matter if we are male or female, but rather that we are all professional and strive for the very best creative output, whilst implementing respectful behaviour amongst our teams and industry colleagues. I salute all the brave women out there who took a gamble on themselves. Hopefully through positive leadership and ongoing support within our community, it helps inspire future generations and demonstrates that female entrepreneurs can be equally as successful, reliable, and trustworthy as our male counterparts.