Justine Sywak: More than a Seat at the Table – Why it’s time to rewrite the narrative
As we celebrate International Women’s Day on March 8, Campaign Brief is shining a light on the women driving change, creativity, and innovation in the industry. In this thought piece, Justine Sywak, Director of Public Relations & Stakeholder Engagement at The Shannon Company, dismantles the roadblocks women face on their path to leadership. From confidence gaps to structural biases, she unpacks why the system is broken—and more importantly, how we can fix it. With a mix of sharp insights and real-world solutions, she calls on women to step up, speak out, and own their worth while challenging organisations to rethink what true diversity looks like.
Picture this: a creative boardroom where ideas flow as freely as coffee, and every voice is heard with equal enthusiasm. Sounds like a dream, right? Well, it’s time to wake up and make it a reality. The journey of women in creative leadership is a tale of resilience, innovation, and untapped potential – a story that’s begging to be rewritten.
Let’s face it, the path to the top for women in the creative and public relations world is more twisted than a pretzel factory. We’re talking about challenges that would make even the most seasoned professional break a sweat. Unconscious bias? Check. Limited career advancement? Double-check. Unequal pay? Triple-check with a cherry on top.
But here’s the kicker – these aren’t just women’s problems. They’re everyone’s problems. When we sideline half of our creative talent, we’re not just shortchanging women; we’re robbing the entire industry of groundbreaking ideas and fresh perspectives.
Think about it. Only 14% of creative directors are women and only 30% of CEOs at leading public relations firms are women, despite women comprising 72% of the overall PR field. They’re not just statistics; it’s a wake-up call. It’s like trying to paint a masterpiece with only half the colour palette. We’re missing out on a whole spectrum of creativity, and it’s high time we changed that.
Now, let’s talk about the elephant in the room – confidence. There’s this wild phenomenon where men will apply for a job when they meet about 60% of the qualifications, while women wait until they’re practically overqualified. It’s as if women are preparing for a space mission when the job just requires them to fly a kite. Ladies, it’s time to channel your inner confident toddler – you know, the one who thought they could fly if they just believed hard enough.
But here’s the exciting part – we’re not just victims of the system. We’re architects of change. And change, my friends starts with behaviour. It’s about rewriting the narrative, one action at a time.
First up, let’s talk mentorship. Imagine a world where every successful woman in the industry reaches back and pulls another one up. It’s not just about giving advice; it’s about creating a network so strong it could hold up a skyscraper. And while we’re at it, let’s upgrade from mentorship to sponsorship. We need leaders who don’t just guide but actively champion talented women, pushing them into the spotlight where they belong.
Next on the agenda: negotiation skills. It’s time to transform that hesitation into confident advocacy. Picture workshops where women practice asking for what they’re worth, where “sorry” is replaced with “I deserve this,” and where every woman leaves feeling like she could negotiate world peace if she wanted to.
But individual change isn’t enough. We need to shake up the entire system. Flexible work structures that recognise life’s beautiful complexity? Yes, please. Performance evaluations that value diverse leadership styles? Absolutely. Meeting dynamics where women’s voices are amplified, not muted? Sign us up.
And let’s not forget the power of representation. When young creatives see women leading campaigns, heading agencies, and winning awards, it changes the game. It’s like seeing the first woman walk on the moon – suddenly, the impossible becomes possible.
Here’s a truth bomb for you: diverse teams are 87% better at making decisions. That’s not just good for women; it’s good for business. Women bring a unique blend of emotional intelligence, strategic thinking, and creative problem-solving that can turn good work into mind-blowing innovation.
So, to every woman reading this: Your voice matters. Your perspective is powerful. Your creativity can change the world. Don’t wait until you’re 100% ready – jump in at 60% and figure out the rest on the way up. Be unapologetically you, because that’s your superpower.
And to every organisation out there: Diversity isn’t a checkbox. It’s your secret weapon. It’s the difference between good and groundbreaking. Embrace it, nurture it, and watch your creativity soar.
The future of creative leadership isn’t just female – it’s brilliantly, unapologetically diverse. It’s a future where ideas are judged on merit, not on who pitched them. Where creativity knows no gender, and innovation has no ceiling.
So, let’s roll up our sleeves and get to work. Let’s challenge biases, shatter stereotypes, and create spaces where every voice is heard. Let’s mentor, sponsor, and lift each other up. Let’s negotiate like our worth depends on it (because it does), and let’s lead with confidence, compassion, and creativity.
The narrative is ours to rewrite. And trust me, with women at the helm, it’s going to be one hell of a story. So grab your pens, your paintbrushes, your laptops – whatever your creative weapon of choice is – and let’s create a masterpiece. The world is waiting for your brilliance. It’s time to show them what we’ve got.
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