Advertising Week: Beyond the Buzz: What Needs to Change in the Industry by Next International Women’s Day

Conway states, ‘There are many areas the industry could improve between this IWD and the next, however, a change in work-life balance expectations is an area that would make the working week easier for women both in and out of the office.

Women often face societal expectations to prioritise family and caregiving duties, which can clash with the demanding nature of some roles in agencies, especially client-facing roles. The lack of flexible working hours or remote work options can make these industries seem less accessible to women.

By offering flexible work arrangements, such as shared maternity/paternity leave, return to work support and creating a culture where work-life balance is valued, handling the pressures of personal and professional life is in the hands of women. Ensuring that career progression is not hindered by caregiving responsibilities.’

Creativepool: Talking Heads: Overcoming the hurdles preventing creative women from making it into the boardroom #IWD2025

Conway states, ‘Balancing high-pressure roles with family responsibilities remains a challenge, particularly for women. This makes flexible working, shared parental leave and a genuine commitment to work-life balance essential.

Networking is another barrier. While men have long leveraged their networks, women don’t always do the same. Mentorship programs like WACL, Bloom, and Omniwomen and Allies help bridge this gap, connecting women with invaluable support and opportunities.

Unconscious bias still holds women back, particularly in male-dominated industries like sports marketing and finance. Even AI adoption reflects this, with men leading the charge – embedding gender bias into its very fabric. To break these cycles, we need more representation, more voices at the table, allyship from male colleagues to support change, and a relentless push to challenge outdated norms.’

Creative Brief: Supporting women through the messy middle of their careers

‘The industry has made strides in recent years in terms of career opportunities and progression for women. However, the “messy middle” of a woman’s career is an area often overlooked. It’s at this point where work pressures and personal responsibilities collide and where too many women step back or drop out altogether. Which not only hinders career progression but the industry as a whole suffers from a loss of talent.

As women often face societal expectations to prioritise family and caregiving duties, businesses need to be transparent and vocal on simple solutions that will support and encourage women to stay in the industry and not feel that personal and professional responsibilities have to be at odds with each other. These include flexible working, shared maternity/paternity leave and clear return to work support. Mentorship and sponsorship are just as important. Women need both other women and men in their corner—not just to offer advice, but to actively champion them for future opportunities. Networks like Omniwomen and Allies help women connect, share experiences, and push each other forward.

Continuing to demonstrate pathways to the boardroom by offering women to take on commercial, revenue-driving roles is also key. Ambition is fueled by achievable targets and demonstrating the potential to thrive, lean and progress will be crucial to retaining women in the industry.’