Accelerate Action: Media leaders share their IWD 2025 hopes

International Women’s Day takes place Saturday 8 March, with this year’s theme being “Accelerate Action”.

So how do we do that?

Below, leaders from across the media, marketing and advertising world share their views and comments on what needs to happen next and what we can all do, regardless of our gender, to move towards a more balanced gender parity…

Suzanna Chaplin, CEO and Founder, esbconnect

“If we look at this through the lens of inspiring a younger generation of women to come into our industry, ask yourself, who are the role models?

“Ask somebody to name 10 aspirational leaders in the tech and startup space, and then look at what percentage of every list is female.

“We need to change this, to raise the profiles of trailblazing women and make them role models to inspire the next generation.

“Some examples, and a controversial one to start: Kris Jenner. Yes, the Kardashian, but she has been the driving force behind the launch of three billion-dollar businesses with Skims, Good American and Kylie Cosmetics, not to mention the Kardashian dynasty itself – collectively, there are eight or more enterprises.

“And yes, Kim Kardashian does need to be in there with KKW and Skims. You may not be her biggest fan, but her collaborations and use of social media are game-changing.

“Next, Whitney Wolfe, founder of Bumble; Sheryl Sandberg of Meta; and Sara Blakely of Spanx would be in my top five. Who are yours, and how easy did it come to you? Now, do the same for men – I bet it needs much less thinking time!”

Natalie Alberta Dusey, Chief of Staff, Meet The People

“For me, International Women’s Day is about lifting each other up and creating space for every woman’s voice to be heard.

“It’s a moment to reflect, inspire, and drive meaningful change toward a more inclusive and equitable world.”

Melissa Priestman, Senior Engagement Director, Wolff Olins 

“Organisations with strong female leaders play a vital role in accelerating action towards full gender parity.

“Female leaders redefine what it means to be ‘strong’, emphasising that qualities like EQ and empathy are not weaknesses but critical skills for addressing modern challenges.

“The narrative that EQ is a ‘soft’ female skill must be flipped, demonstrating instead that empathy is a strategic asset in leadership, particularly in times of crisis and change.”

Anne-Marie Rosser, CEO, VSA Partners

“Change comes in fits and starts. What I love about this year’s theme, “accelerate action” is the sense of urgency it underscores. Good intentions don’t bring change—actions and their corresponding results do.

“I’m proud to say our leadership team is now primarily women. It’s a meaningful change for our own organisation and signals our evolution to our clients and industry.”

Rhiannon Davies – VP, Creative Strategy, Jellyfish

“Early in my career, I had a boss who explained the importance of recognising the cumulative impact of the gender pay gap on womens’ salaries.

“That setting salaries isn’t just about offers and counter-offers, it’s about understanding true market value, the impact of the gender pay gap over a career and making an offer based on the context.

“If you are in a position to hire people, you have a direct opportunity to correct that bias for someone. I’ve never forgotten this and, as a leader myself, it’s something I now implement wherever relevant in my hiring process.”

Bernadette Engel, Creative Strategy Lead, Dalziel & Pow

‘The power of open and vulnerable communication’

“A seemingly insignificant daily habit can have a profound impact and expedite action: engaging in open and vulnerable communication with one another.

“Sharing stories and experiences holds immense power, enabling us to identify and modify behaviours, challenge the status quo and ultimately reshape the narrative.

“My involvement as both a mentee and mentor in programs like ‘Kerning the Gap,’ a female leadership and workplace diversity program, and ‘EmpowerHer,’ an initiative at Dalziel & Pow, has reinforced the significance of this lesson.

“These experiences have highlighted that creating and fostering a culture of open communication, where individuals feel safe sharing their experiences and perspectives, can lead to substantial positive change within organisations, and beyond.”

Camilla Ray, Planning Director, Nectar360

“International Women’s Day is a global opportunity to celebrate the extraordinary achievements of women across all sectors; social, economic, cultural, political, and sporting.

“As a mother of two young daughters, I recognise the continuous efforts required to eradicate gender disparity, paving the way for a world of true equality in which they can flourish.

“I will be honouring the incredible women in my life —my mother, sisters, friends, and colleagues — who inspire me daily.

“Central to accelerating action, I strive to help create a future where domestic abuse is no longer tolerated and empower the next generation of young women and girls, ensuring no one is left behind.

“Personally, on IWD I will be running 10K while raising funds for Women’s Aid. I will also persist in mentoring and supporting others to unlock their full potential.”

Larraine Criss, COO, Preciso

“At Preciso, we firmly believe that talent and potential is not defined by gender, and we lead by example in supporting equal opportunities and advocating for merit-based growth that encourages all genders to succeed.

“We also ensure that we practice inclusion and encourage diverse voices and perspectives in decision-making.

“I personally believe that if each and every one of us is gender-neutral in both our personal and professional lives, we will get to a point where full gender parity is accepted in the modern world amidst the ongoing changes in our geopolitical landscape.”

Kerry Wilson, Managing Director, Rehab Agency

“As we mark International Women’s Day 2025, I hope this year brings more than just online celebrations. Last year felt like a recognition of women’s existence, but this year feels different – more urgent.

“The theme rightly acknowledges that progress has stalled, and real change requires more than words. I hope the voices speaking out today are doing so not just with passion but with substance, action, and a commitment to advocating for those who cannot safely speak for themselves.

“I have three key hopes for this International Women’s Day. First, that those amplifying its message are actively working to dismantle gender inequality and bias, not just discussing it.

“Second, that women in leadership recognise their responsibility to pave the way for others rather than reinforcing the struggles they faced. We need to support each other, not compete for a single seat at the table.

“And third, that the impact of today extends beyond social media content into action, reaching women in countries where they lack a voice, rights, or safety.

“Real progress means ensuring that no woman is left behind and that we start to act upon macro issues facing women, not just acknowledge them and simply just do what’s best for ourselves as individuals.”

Séverine Loeuille, Marketing Director, Impact Plus

“What this year’s International Women’s Day theme reminds us of is that progress isn’t just measured by promises, it’s driven by tangible action.

“Despite the call to #AccelerateAction, it feels like we’re at a standstill on gender equality, with geopolitical events and brands’ DE&I backsliding putting the brakes on significant progress towards correcting the gender imbalances across our industry.

“I’m lucky to work at a company where two of our three co-founders are women, while 75% of our management roles are held by women, clear evidence of our dedication to fostering an inclusive, empowering workplace. But, unfortunately, that’s not the case across a lot of Adland.

“Significant change will not happen overnight, but it will only be possible when we acknowledge the unique challenges many talented women face.

“These include a lack of leadership representation, mentorship, gender-based discrimination and difficulties balancing work and family.

“Only by addressing these issues across the entire industry and beyond can we turn today’s challenges into tomorrow’s actionable goals for a fairer, more inclusive society.”

Tali Madsen, Head of Strategy, Worth Your While

“In today’s political climate, this year’s International Women’s Day theme, “Accelerate Action,” feels as naive as it is nondescript.

“Acceleration assumes momentum toward a shared goal, but sadly that is not our reality.

“The real fight we face is not about going faster, but protecting what we have. As we see in the US, the rights of women and girls can be rolled back swiftly and without consequence.

“From reproductive freedoms to essential healthcare, hard-won progress is being reversed and that must be defended against – because progress isn’t permanent unless it’s protected.

“Those of us who have the power to influence culture through communications must be a part of that protection, and be as loud and belligerent in our dissent as possible.

“It’s nothing short of our civic duty to do so.

Amanda Mattsson, Marketing Manager, Brand Metrics

“International Women’s Day is a reminder that progress toward gender equality requires continuous action.

‘Accelerate Action’ is a call to not just celebrate achievements but to push for real, lasting change—ensuring that equality isn’t just a goal, but a given.”

Rosie Wilson, PR Director, The Ingenuity Group

“Progress isn’t inevitable. It’s something we have to fight for. This year’s theme, Accelerate Action, is a timely reminder that we can’t afford to be complacent.

“I’ve been fortunate to work with many strong female voices, but that’s not the case everywhere. Political shifts threaten to erode hard-won progress globally, and we have a responsibility to push back.

“The marketing and media world is influential, and we must use that power to amplify voices, challenge inequality, and ensure the momentum towards gender parity doesn’t stall.

“Progress isn’t just about moving forward; it’s about making sure we never go backwards.”

Savina Parvanova, Global Marketing Director, Limelight Inc
“When I think back to my early days in the industry, when I would routinely walk into meetings in which I was the only woman in the room, I think we have come a long, long way.

“And when I look at the work being done collectively by communities such as the Women In Programmatic network, I am encouraged by what’s being achieved.

“Statistically, I hear, the adtech industry lags behind others in terms of the number or female founders and leaders, but when you look at the number of women coming up through the ranks, I think the future looks bright.

“What we can’t afford, however, is complacency. We all – men and women – need to continue to push for equality in hiring, pay, and in representation on industry events and initiatives.”

Elli Papadaki, SVP, Global Supply Sales, Onetag

“In terms of what this day represents to me personally, the fact that IWD is even marked as an occasion is testament enough to the imbalanced and unjust treatment that women have had, and sadly still do have, in many parts of the world, right across society.

“And while gender inequality is certainly not yet eradicated, I prefer to look at this day as an opportunity to celebrate the qualities that women the world over bring, in the home, professional and every other environment.

“The world would be a less balanced, kind and empathetic place without them in it.”

Emma Gunning, New Business Lead, BMB

“The rallying cry to “Accelerate Action” for gender equality on International Women’s Day this year is an inspiring message. In reality, it’s harder to feel optimistic when you look at what’s being fast-tracked around the world at present.”

“In the US, there’s been a flurry of action, with DE&I programmes being axed at record speed. Since 2023, over 100 companies including major corporations, have scaled back their diversity initiatives (Harvard Business Review, 2024).

“Meanwhile, with Roe v. Wade overturned, Live Action is on a mission to shut down the remaining abortion clinics across the country, accelerating restrictions on reproductive rights.

“Afghanistan is systematically erasing women from public life, with bans on education, employment with NGOs and even access to parks (UN Women, 2024).

“The direction of acceleration doesn’t feel wildly positive. The truth is that women’s rights don’t move forwards by default – they are fragile, and every gain can be unravelled faster than it took to achieve.

“The World Economic Forum (WEF) now estimates it will take 131 years to close the global gender gap, a statistic that underscores how uneven progress remains on a global scale (WEF Global Gender Gap Report, 2023).

“However, I’ve gone macro. And I’ve gone pretty doom and gloom. Zooming into the UK advertising industry, there have been significant strides forward.

“Brands are embracing more diverse storytelling, women are increasingly stepping into leadership roles, and flexible policies are making it easier for women, especially mothers to stay in and succeed at their careers.

“Progress isn’t perfect, but it’s undeniable. The IPA’s 2023 Agency Census found that 39.9% of C-suite roles in UK advertising are now held by women, up from 32.4% in 2020.

“Flexible working is also becoming the norm, reducing barriers that might have pushed women out of the industry. From my experience, it feels like we’re entering a new phase – one that recognises that equality means supporting both men and women.

“Parental leave is a good example. More agencies are realising that if they want to retain female talent, they need to shift the culture for everyone.

“Shared parental leave is on the rise, with a number of agencies offering equal leave for both parents and acknowledging that fathers deserve to be present parents too, without it costing them their careers.

“Flexible working is no longer just a ‘mum thing’; it’s becoming embedded in workplace culture in a way that benefits all employees.

“There’s optimism in the fact that my personal experience has been at agencies trying to move beyond ‘fixing’ women’s issues and instead reshaping the system for everyone.

“If we can accelerate action in this direction, the future of gender equality – at least in our industry – might be one worth feeling hopeful about.”

Alessia Rorison, Conceptual Designer, Golley Slater 

“The creative industry, particularly studios, can be quite intimidating for women.

“Fortunately, I work in a company with a more even gender split, which has altered the way in which I progress in my role and integrate within my team – but the reliance on males to fill creative roles is something I’d argue every agency needs to reflect upon.

“Whether intentional or not, creative teams often remain predominantly male, despite the abundance of talented women in the field. It’s essential for each agency to represent this demographic and truly embody what it means to be a collaborative and equal team.

“Are your concepts and ideas being led by both male and female team members? Are you providing female creatives with the opportunity to explore new ideas and ways of working, while ensuring they feel confident and supported?

“It’s crucial that women not only become part of studios but also have the space and backing to influence and lead them.”

Molly Giles, Account Manager, Medialab

“Legal changes such as the Employment Rights Bill have tipped the scales in favour of those with different needs, such as working mothers.

“But, simply accommodating flexible working out of regulatory obligation isn’t enough to create environments where women can thrive.

“Across sectors, businesses must actively embrace initiatives that consistently support female talent.

“For us, the “Women at Medialab” community plays an important part in shaping not just inclusive recruitment approaches, but also ongoing programmes to keep skilled people in the industry.

“As well as heavily investing in maternity coaching to help new mums transition back into work, we’re proud to have gained a Bloom MPower accreditation which recognises our focus on helping navigate menopausal challenges.

“Failing to provide support throughout major life shifts runs the risk of reinforcing the glass ceiling – alienating professional women and sending a harmful message that their careers are expendable.”

Alexandra Theriault, Chief Growth Officer, Lotame

“Raising three boys is a daily battle against the stereotypes the world throws at them and me. Forget ‘pink’ and ‘blue’: in our house, ‘equality’ is the only colour.

“We’re dismantling gender roles, one Lego brick at a time, raising allies who challenge the ‘boys will be boys’ status quo.

“My own breadwinning mother was a powerful role model, and my sons see how our family dynamic—with me as a working mom—differs from the ‘traditional’ homes around us.”

Nicole Holtsmark, R&D Lead, pubX

“The best way to support women in the tech industry is by building workplaces where everyone is equipped to succeed, decisions are based on merit, and the best ideas win.

“But for ideas to truly compete on an equal footing, we need more women in the rooms where strategy is shaped in the first place.

“Transparent pathways to leadership, clear criteria for success, and a culture that actively values diverse perspectives will strengthen decision-making at every level.”

Victoria Usher, CEO and Founder, GingerMay

“The diversity backlash that is currently gripping the US is a harsh reminder that progress is not linear.

“We’re entering a period where some men may feel emboldened to reveal regressive views and it’s up to everyone who stands against sexism to make it clear that there are consequences for this behaviour.

“This year’s IWD theme of “Accelerate Action” couldn’t be more appropriate because we cannot afford to slow down and waste the momentum that we have been building.

“When it feels like certain parts of society take a step back on sexism, let’s take two steps forward.”

Also published in: Mediashotz