This year, as we mark International Women’s Day, we take a moment to pause, reflect and take cognizance of how far the region’s brand and marketing industry has come in terms of not only offering women a seat at the table, but also agency to voice their thoughts and contribute constructively to the evolving industry.
When Campaign Middle East shared its Editor’s Letter in the print edition August 2024, we drew a line in the sand. At the time, we stated that, “This is not about tokenism. We made a conscious decision not to go ahead with it as a perfunctory practice or a superficial gesture. We agreed to listen to what women in advertising had to say in their own words, the way they wanted to say it.”
Not only on International Women’s Day – but throughout the year – we have heard the call from women in the industry to be offered a platform where their voice ‘feels heard’. We agreed to ensure that their request for crucial conversations didn’t go unnoticed.
In line with our ongoing coverage for International Women’s Day, we welcomed open and honest opinions from women within the region’s brand, marketing, creative, PR and comms industry on how they have seen the needle move in terms of access to opportunities, career growth, feeling heard and the challenges they currently face.
Setting the scene for authentic conversations, Georgie Woollams, Founder and Managing Director, Katch International, said, “In the past 14 years, the industry has changed dramatically. The talent pool has expanded, meaning that standing out requires more than just success – it demands authenticity. People connect with what’s real, not just in triumphs but in challenges too.”
“It should no longer be a discussion, but a given. Yet, the real challenge is that we’re still stuck in conversations around DEI when we should be shifting from dialogue to action.”
When asked how conversations have shifted – and need to continue improving within the industry – Razan Karim, Senior Communications Director, Havas Middle East, shared a strong statement.
Karim said, “It’s time we move beyond advocating for women’s inclusion. It should no longer be a discussion, but a given. Yet, the real challenge is that we’re still stuck in conversations around DEI when we should be shifting from dialogue to action. True progress means ensuring that women’s voices within the wider MarComm industry are not just heard but valued and acted upon. Equity should be embedded as a standard, rather than an aspiration.”
While some industry leaders shared that women have been offered a seat at the table and are shaping the conversation, others countered that we need to go far beyond a ‘token female’ in the room and beyond mere ‘representation’ to be an active part of decision making and ‘lead the conversation’.
“The industry has evolved tremendously, and I’ve been fortunate to experience first-hand the power of inclusivity. I’ve had the privilege of being supported and pushed forward by incredible leaders – who champion talent based on merit, not gender,” Manal Naboulsi, Business Lead, Spark Foundry.
She added, “Today, women are not just given a seat at the table; they are shaping the conversation. The key to sustaining this momentum is fostering environments where leadership is built on collaboration, mentorship, and the belief that diversity fuels success. When we uplift each other, we all rise.”
“Too often women are included as a ‘token female’ in the room. Breaking past this tokenism … is what I consider the biggest challenge these days.”
Commenting on progress that goes beyond access to having a voice that truly shapes the work, Nour Deeb, Creative Director, FP7 McCann – Dubai, said, “Too often women are included as a ‘token female’ in the room. Breaking past this tokenism, where diversity is celebrated but decision-making remains unchanged at the senior-most levels, is what I consider the biggest challenge these days.”
Deeb added, “We need systemic shifts, not just representation. My priority is always ensuring women aren’t just at the table but are leading the conversation. In the UAE advertising is a melting pot that thrives on varying perspectives, and when women’s voices are heard the work doesn’t just speak, it resonates.”
Other leaders asked whether the industry can do away with this gender-focus entirely, calling for “real opportunities [for all] and the opportunities to seize them”.
Linda Murphy, CGO at tactical, explained, “The narrative of ‘as a woman’ is counterproductive, in my opinion. If we tell our sons and daughters that the things we have achieved are centred around our genders alone, we risk diluting the message. It’s a subtle yet important shift. We didn’t achieve our goals ‘as women’, we achieved them as someone who has worked hard to achieve the best we can for ourselves, and our families.
Murphy added, “On International Women’s Day, let’s focus on creating workplaces that support everyone’s success, not because of their gender, but because they’re the best person for the role. No fluff, no quotas – just real opportunities and the freedom to seize them.”
“Real change happens when diversity is a business priority, not just a checkbox.”
In conversation with Campaign Middle East, Horizon FCB KSA’s Digital Director Mirna ElHakim shared a personal story explaining how she’s witnessed real progress in terms of access to opportunities and leadership roles for women in the region. She shared how she’s lived that journey, moving from being the exception to being part of a growing force of empowered women.
Looking inwards and introspecting on her journey, VML Riyadh Strategy and Planning Executive Sara AlBrahim said, “If I were to give advice to my younger self, I would say always approach new things from a place of curiosity rather than fear. And remember, your abilities alone don’t define you; it’s your choices that guide your growth and build character.”
“Yet, the road ahead remains long,” AlHakim added. “While more voices are being heard, true inclusion means ensuring those voices shape decisions.”
Summing up the discussion well, AlHakim said, “The biggest challenge isn’t just about numbers – it’s about overcoming unconscious bias in hiring, promotions and leadership perception. To truly address this, organisations must go beyond policies.”
AlHakim concluded, “They need to actively foster mentorship, build inclusive cultures and ensure equal access to growth opportunities. Representation at the top matters, but so does creating an environment where women feel valued – not just included. Real change happens when diversity is a business priority, not just a checkbox.”
