Women agency leaders share lessons learned in their professional lives

Every year, throughout Women’s History Month, we’re reminded of the inspiring stories of powerful women, the struggles they endured and the triumphs they achieved. For this month’s Amp spotlight, we turn our focus to those same themes of struggle and empowerment from within our own Amp community. From the importance of intersectionality to the critical need for more women shaping tech, this collection of diverse stories are a reminder of the paths that have been blazed before us, and the work still to be done on the road ahead.

Natalie Nymark, president of Pereira O’Dell, on the parallels between professional leadership and parenthood

I initially thought having a child would heap more stress onto my already full plate, but what I discovered was quite the opposite. Parenthood taught me the art of rolling with the punches, of letting go of the need to control every outcome. This flexibility, this ability to embrace the unknown, has become a cornerstone of my leadership style. Moreover, I’ve learned the importance of a personalized approach in both parenting and leadership. Just as I adjust to my child’s unique quirks and needs, I invest time in understanding the strengths and motivations of each team member. This investment pays off in spades, fostering deeper connections and more open communication.

I’ve also learned to embrace unknown territory. Parenthood thrust me into a world of uncertainty, but it also ignited a fire within me to tackle challenges head-on. From navigating the uncharted waters of motherhood to building a thriving business, each milestone fuels my determination to reach new heights. As a mother and a professional, I’ve become adept at juggling multiple priorities, balancing the demands of work and family life. And through it all, I’ve come to appreciate the importance of living in the present, nurturing personal relationships and finding inspiration outside of work. In essence, parenthood has shaped me into a more resilient, empathetic and effective leader. I’m grateful to be part of a team that values and celebrates these qualities, allowing me to bring my whole self to work each day.

Sol Ricagni, VP of creative at Migrante Content, on breaking traditional leadership molds to uplift women

As a young female leader navigating the complexities of the advertising industry—a realm still predominantly occupied by men—I am deeply committed to fostering an environment where more women can ascend to leadership positions. My journey has been both challenging and enlightening, offering me a unique perspective on the necessity of diversifying leadership in our field. I firmly believe that bringing a wider range of voices to the table not only enriches our creative output but also enhances our problem-solving capabilities, ultimately leading to more innovative and inclusive advertising solutions.

In my experience, one of the most powerful tools for effecting change is kindness. This might seem at odds with traditional notions of leadership that prioritize assertiveness and competitiveness, but I’ve found that leading with empathy, understanding and genuine care creates a more collaborative and supportive workspace. This approach not only uplifts and empowers my team, but also encourages a culture of mutual respect and openness, where ideas can flourish and individuals feel valued for their contributions.

I am determined to pave the way for more women to follow in leadership roles, not just by breaking through glass ceilings myself, but by creating a foundation that nurtures the growth and development of future female leaders in advertising. By embracing a management style that values kindness as much as it does results, we can create a more inclusive and equitable industry, an industry where women are not only represented but are influential voices in shaping its future. This, to me, is the essence of progress and the path forward for advertising.

Amina Asim, director of audience intelligence at RPA, on the critical importance of seeing more women in tech

When I was a teenager, I loved watching “American Idol.” The courage of the contestants baring their hearts and souls in front of the whole world was so heartening. One day my dad, amused by my love of the show, asked me about its premise, and when I explained it to him he smiled and said, “Don’t just watch ‘American Idol.’ Become an American idol.” I am no Adele, so he was obviously telling me to think deeply about the difference between being a passive observer versus an active creator, innovator, leader—and the courage it takes to become the latter. 

Before I joined RPA, the absence of women in data and technology roles and meetings felt like a void. It was a consistent theme in nearly every industry I worked in. During my Ph.D. work at Northwestern University, I studied in-depth how a lack of representation of women in history and culture impacts their narratives and identities. Now, with the exponential growth in artificial intelligence technology use, the problem is even more urgent. These large language models are based on existing knowledge that was already biased against women and minorities by their very absence. 

Women need to be active technologists and lead decision-making about which data to study, why, and what questions to answer with it. Otherwise, they will remain observers and be acted on by products and decisions produced by biased data that impacts their lives daily. This value has driven my career decisions over the past few years. Today, I create data products and insights for large-scale national clients on a day-to-day basis and hope that I am leading by example. I encourage the next generation of women advertisers to make data their best friend—and, more than anything, don’t be an observer, be a creator.

Aleena Mazhar Kuzma, senior VP and managing director at Fuse Create, on fostering a new generation of women leaders in advertising

As a leader of a creative agency where we have employees that span generations, it’s been a joy seeing a new generation of leaders emerging in our workplace. I’ve learned that many strengths of a woman in leadership match the expectations of this generation. These new leaders are passionate, diverse and have conviction in their beliefs. They also have a world outside work full of goals, side hustles and hobbies. To lead this new generation, we need to start with an appreciation that they’re different from us. We need to empathize with the world they have grown up in and support their passions and beliefs, both in and out of the workplace. We need to be ready to have conversations they may be uncomfortable with and do so with vulnerability. We need to be clear about our expectations and not just expect them to know how to deliver.

In my experience as a woman in leadership, our ability to empathize, actively listen and be vulnerable are critical when guiding the next generation to succeed. Women are great communicators and can incorporate feelings into our communication. This ability allows us to be direct on what we need, while being empathetic on things that are important to others. Also, to create clarity on deliverables and deadlines, while understanding their outside work priorities. This integration of empathy, understanding, communication and vulnerability helps us connect in unique ways. As women we know the importance of lifting others up. And as leaders, I believe, helping this new generation rise is our responsibility.

Carolyn Walker, CEO and managing partner at Response Marketing, on the change she witnessed in advertising over the course of her career

The year was 1991. Grunge ruled the airwaves, overalls and chokers were de rigueur, and I was about to become a woman in advertising. I ended up at Saatchi & Saatchi. As a junior AE, I worked on Mylanta and Tylenol. Both would come in handy considering the environment. Men dominated the agency and client side. I was the only woman present in countless meetings, including one where I was driving the presentation and referred to as “Vanna” (yes, that’s a nod to Vanna White of “Wheel of Fortune”). I was humiliated, like my role was just a pretty face pressing a button. I thought, “Is this what I got my degree for?” Women in high-level positions were nearly nonexistent back then. One woman I do remember at Saatchi was Paula Forman, worldwide account director for P&G. She went on to expand Saatchi in Asia and later became the president of Wells Rich Greene. She was my trailblazer.

Thirty years later, things look different. According to the AIMM and ANA 2022 Diversity Report, women now occupy over 55% of senior-level positions in advertising. Among them stands me. While not a founder, I acquired Response in 2009, making it women-owned for the past 15 years. Recently, while being onboarded to a client, the question came up, “Are you a women-owned business?” indicating the importance of diverse partners. I checked “yes” of course and then was told to prove it with the paperwork. We didn’t have it. I began the process with WBENC. Five weeks later we were certified.

So, that 1991 me—wearing my scrunchy, watching “Thelma and Louise” on VHS—would have never predicted this. I’m incredibly grateful for the journey, for my agency partner David Klineberg, the entire Response team and countless clients who put their trust in us: a certified women-owned agency.

Brenda Schneider, head of business management at Arts & Letters Creative Co., on the power of women uplifting women

This month, I wrote a post for our “Ladies of A&L” Slack channel about Miss Piggy. It’s a Women’s History Month tradition at A&L that a number of ladies volunteer to write a post that highlights women we’d like to celebrate. We’ve seen the likes of the poet Mary Oliver and actress Pamela Anderson in these posts, so the bar was high! As I thought about what the ladies of A&L, forces of advertising, could glean from Miss Piggy, I knew I wanted to impart that she was a beacon of self-love, and how that manifested as confidence and unapologetic boldness. I urged these women to think about how being a little more Piggy might impact what they would do, what they would wear, where they would go … what they could let go of.  

Rounding out the last of my first two decades in the advertising business, I’ve realized that my favorite part of my job is that I get to take care of our team: to listen, watch, act, learn and act again, so that I can help make it a place where incredible humans will want to spend their time and blaze their trails. I didn’t create this yearly tradition we have of asking phenomenal women to talk about other phenomenal women, but I am grateful for it. And grateful for the community we foster. And for the expectation and urgency we have at A&L for women to bring their whole selves to work and make an impact every day. In the business of advertising, yes, but also in the intangibles with each other. That, today, is my privileged experience working in advertising. But I know I’m standing on the shoulders of giants, continuing that work in all that we do.

Tara Lirette, VP of strategy at ThreeSixtyEight, on creating a united front to fight gender bias

While the advertising industry has its own struggles and hurdles to overcome, we are an imperfect collective of forward-thinkers. I see strides being made that give me hope. I look to the growing roster of powerful women leaders and see potential for myself. Potential I started to realize when I was invited to join our agency’s executive leadership team at 28. In my experience, the most significant challenge as a woman in advertising lies with our clients and their companies’ culture. As an industry, we battle the balance of service versus servant; that servant mindset becomes compounded in the face of gender bias.

Despite our career accomplishments and hard-earned expertise, we’re often judged by age and pronouns alone. It stings when some of your career-best insights are misattributed by a CEO as your male colleagues’ work. Or when your talking points are not acknowledged until they’re articulated by your male teammate instead. I know I’m far from alone in these experiences.

Two themes emerge when I reflect on growing as a leader in my journey so far. First, never be your own limiter. Speak up, raise the flag. Don’t quiet yourself to perceived authority or character assumptions. Let the receiver of your message show their stripes, then proceed accordingly. So often, we don’t even give ourselves the chance. Second, find a team who has your back in the trenches. We don’t have control over our client’s camp, but we do have a say in ours. I encourage women to prioritize a workplace where they are valued and have room to grow. There is immeasurable value in the security that comes with knowing your team is fighting the good fight together when things get tough.

Christy Hiler, CEO and owner of Cornett, on the bright future ahead for women in leadership

It is said in business of leadership that the higher the mountain you climb, the fewer the people there are. In this business specifically, “The higher the mountain you climb, the fewer the women.” There are many women in the lower ranks of this business, and the numbers in leadership are growing. But the ultimate power is still held by men. Less than 1% of agencies are owned by women. That is terribly disappointing. However, a force of change is brewing. A powerful community of women owners are coming together to take more space at the top of this industry.  That has me more excited and hopeful than ever.

Kristen McCarty, associate director of planning at UM Worldwide, on the importance of intersectionality in the fight for equity

My experience as a woman in advertising has been both challenging and extremely rewarding. I feel very fortunate to have female mentors who have helped shape the path for me and others today. Yet, while I’m proud of the strides we’ve made in the industry through both representation and the work, there is still a need for progress toward true inclusion of all women.

As a queer woman of color in advertising, I’m not often able to see examples of myself in prominent leadership roles, which has led me on a path of trying to set that example of authenticity for others. I think that we can lift each other up as women in the industry through sharing our experiences, promoting inclusion, and continuing to provide support for each other throughout our careers.

A-List Ampers

Another thing we’re celebrating this month: All the Amp members who made it onto Ad Age’s 2024 A-List! Congratulations to all the winners:

Agency A-List

No. 2: Highdive
No. 3: Known
No. 4: Day One Agency
No. 6: Wieden+Kennedy

Agency Standouts

Curiosity
Rethink
Preacher
Zulu Alpha Kilo

Comeback Agency

Orchard

Data & Insights Agency of the Year

Known

Media Agency of the Year

UM

Production Company A-List

No. 8: M ss ng P eces