IWD 2024: 10 leaders on the resources that help them tackle gender inequity

For International Women's Day (IWD) 2024, IAB UK sit down with some of members from their IDE group to discuss everything from today's systemic challenges at play to embracing personal superpowers.

Gender disparities are as pressing an issue as ever, so inspired by the theme of this year’s International Women’s Day - Inspiring Inclusion - we wanted to discover how IAB UK members are paving the way for a more inclusive industry.

From understanding the systemic challenges at play to embracing personal superpowers, members of the IAB’s IDE group share the advice, initiative or resources that have really made a difference their career.

Explore a diverse range of perspectives

Kiran Bance (director diversity, equity inclusion & belonging, OMG UK): “I believe true gender equity can only be achieved when it’s seen from the multiple perspectives of intersectionality: we need to peel back the layers of inequity to understand what will make a difference and have the greatest impact.

"The book ‘I am Malala’ and Brené Brown’s Ted Talk ‘The Power of Vulnerability’ have had a significant impact on me at times when I needed courage and empowerment to continue this work. They’ve been around a while but are still so relevant.”

The power of mentoring

Ridhi Radia (head of equality, diversity and inclusion, Immediate Media): “At our company, the introduction of our IM Woman and Multicultural at Immediate network group and the implementation of a mentoring programme has been transformative. 

"On a personal note, my journey as an Indian immigrant in the UK, along with my mother's resilience and determination, has deeply influenced my perspective on equity and inclusion. I recommend ‘More Than Enough: Claiming Space for Who You Are (No Matter What They Say)’ by Elaine Welteroth - a trailblazer in the media industry, Welteroth shares her journey of breaking barriers and navigating the challenges of being a young woman of colour in a predominantly white industry.”

Embrace your superpower

Sarah Brown (marketing transformation director, Responsible Marketing Agency): “My top four pieces of advice:

• If it’s not working for you, leave.
• Grow your network. Once you find your tribe and get stuck in, it’ll open more doors - professionally and personally - than you’d have realized.
• Unleash your superpowers - my sensitivity, or rather my ability to feel deeply, is one of my biggest superpowers. Make sure you’re not letting anyone squash your powers.
• Help businesses recognize that while having a one-size-fits-all approach to office workstations may on paper appear efficient, it’s likely making a large proportion of their workforce ineffective., I can't emphasize enough how much of a difference having a desk chair that actually fits you can make.”

Include everyone in the conversation

Lucy Spain (support eng manager, Microsoft): “Women need mentors now more than ever. Over the past four years women have disproportionately lost jobs, reduced work hours, and increased time spent on childcare and household responsibilities. The gender inequalities that have always existed are rearing their head in new ways and we need programs that are created by and for women, inclusive of trans and non-binary individuals. 

"I highly recommend The Forem, a mentoring and training platform that creates live experiences for both individuals and cohorts of women. This program drastically changed my career, and I was thrilled to offer it to selected members of our company.”

Expand your network

Lucie Cave (chief creative officer podcasts and commercial content, Bauer Media): “I’ve been fortunate to work with some hugely inspiring women across my career. From brilliant editors like Victoria Harper who led the launch of Grazia, to champions of humanity like Amy Kean from the Good Shout Community, digital pioneers like Lisa Goodchild from digiwoo and Digirise, women who are changing the game in audio like Kiss’s Rebecca Frank, or my mentor Heather Jones, general manager at A&E Networks.

"I look to people like this - in my network - for inspiration but also partake in groups that champion women like the Gerety Awards, WACL and World of Women NFTs.”

Say yes more

Francesca Warne (director, advertiser solutions, PubMatic): “In my journey, I've learned the power of a trusted network in decision-making. One friend stands out; she is my biggest cheerleader and always offers an alternative perspective – find your own Catherine Lofthouse. 

"Seeking diverse perspectives is key. I like to gather advice from various sources within my network, ensuring I am mindful of biases. Women often doubt their place in invited spaces, but saying yes and attending events has been pivotal in my growth. Wildflowers, spearheaded by Lou Nylander, fosters community and growth, offering sessions on negotiation, side hustles and finances, which have been fantastic for holistic development.”

Empowered by connections

Adele Bridgeman (co-founder and resourcing director, Responsible Resourcing Agency): “Being part of diverse networks and communities committed to championing change, accelerating progress, and creating meaningful authentic interactions based on shared beliefs, has made a huge difference to me personally and professionally. 

"Communities such as MEFA (Media For All), IAB UK and Bloom Network means I am surrounded by talented entrepreneurial women who each have their own story and are unstoppable in their commitment and passion to enabling access and achieving total inclusion within the industry.”

Advocate for a more flexible workplace

Sarah Coften (head of innovation & digital strategy, Smithfield Agency): “The most transformative resource for promoting gender equity in my career has been talking and mentorship - both being a mentor and having one. The exchange of knowledge, experiences, and support fosters a culture of empowerment and growth. 

"Books like ‘Lean In’ by Sheryl Sandberg and podcasts like ‘The Broad Experience’ have provided invaluable insights into the challenges and triumphs of women in business. However, real change started when I started to open my mind and speak out more, advocating for and implementing flexible working practices that support a diverse workforce, leading to a more inclusive, innovative, and successful agency.”

Understand systemic challenges

Laura Smith-Collins (chief digital & data officer, Hearts & Science, and OMG Women’s Advisory Group co-chair): “The resources that have made the most difference to my perspective on gender equity and career development have been the ones that have opened my eyes to systemic challenges that exist and helped me realize that it’s not me that’s the problem. 

"‘The Authority Gap’ by Mary Ann Sieghart completely changed the way I thought about the workplace, and ‘Invisible Women’ by Caroline Criado Perez put everything in a new light – one that was frustrating but empowering at the same time.”

Seek wisdom from those you look up to

Alison Filkin (co-founder and chief people officer, Responsible Resourcing Agency): “The best advice I ever received in my career was to be brave enough seek the guidance and support of other women you look up to. I have been lucky enough to have amazing male bosses but it’s a number of women I observed and sought guidance from who showed me how to forge the path, navigate being a mother and progressing while doing the juggle. It has also made me want to pay it forward to other women, support, guide and cheer them on.”