On International Women’s Day 2025, the industry seems to be moving beyond the age-old question of representation to ask: “How do we not only open doors for women in the region’s industry but also ensure they step through with support that they need?” The answer lies in mentorship.
Leaders from Havas Middle East, Leo Burnett Riyadh and Golin Saudi speak to Campaign Middle East about how change is here, but to ensure that this is a lasting change, the industry will not only need to create space at the top, but also empower other women to get on board with mentorship.
True progress isn’t just about inclusivity and representation; it requires mentorship and a shared responsibility to break barriers and uplift others, the leaders agree. As more women get a seat at the table, mentorship becomes a sustained empowerment that will continue to shape the future of the industry.
It’s inspiring to witness how women are no longer striving for equality, but leading with influence and purpose.
This article is part of Campaign Middle East’s 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. Although Campaign Middle East does not agree with tokenisation, and welcomes commentary on the topic throughout the year, we have heard the requests of women in leadership positions to share their comments during IWD 2025 and have offered them – and those on their teams – a platform to share their thoughts.
Creating lasting change, not just conversations
For many women in the industry, progress is visible, but challenges remain.
Saleha Ashikali, Senior Media Manager, Havas Middle East, shares her experiences, “In the last 5 years of my career, I’ve seen the industry evolve, with more women stepping into leadership and having their voices heard.”
Joining the conversation, Jade Pow, Associate Media Director, Havas Middle East highlights how “Women are increasingly stepping into decision-making roles, and discussions around inclusion are gaining traction.”
Alkhansaa Alkhalil, Account MGR, Golin Saudi, comments, “Over the years, we’ve seen a significant shift as more women step into leadership roles and their voices resonate throughout the industry. It’s inspiring to witness how women are no longer striving for equality, but leading with influence and purpose.”
While gender diversity has improved in the region, lasting change is not an easy feat. Ashikali says, “We still face barriers; whether it’s unconscious bias, a lack of representation at the top or the constant juggle between ambition and balance.”
The growth of women in the industry and the region is a significant victory, marking the start of lasting change.
When the next generation looks at us and says, ‘One day, I want to be just like you.’ That’s not just representation — that’s influence, that’s power. And true power isn’t kept; it’s passed on.”
Mentorship as a catalyst for change
While barriers to entry still exist and representation remains a challenge in many sectors, the presence of more women at the table creates opportunities to extend invitations and support others in becoming part of this ongoing transformation.
Ashikali emphasises, “For me, real change starts with mentorship and advocacy. We need to uplift each other, challenge outdated norms, and create spaces where women don’t just have a seat at the table but are leading the conversation. Diversity isn’t a box to tick; it drives innovation, and it’s time we make it non-negotiable.”
Tonie Tannous, Creative Director, Leo Burnett Riyadh says, “We grew up searching for role models; today, we are the role models. We make decisions, own our creativity, and take the stage unapologetically. The greatest reward? When the next generation looks at us and says, ‘One day, I want to be just like you.’ That’s not just representation — that’s influence, that’s power. And true power isn’t kept; it’s passed on.”
Building the table, not just taking a seat
Tannous says, “The future of advertising in the region is being rewritten by fearless women who aren’t just claiming a seat at the table but building the table itself. For too long, we fought to be heard. Now, we lead.”
Alkhalil adds, “This progress feels like a natural evolution, and it’s energising to see these changes unfold. The biggest challenge we still face is breaking down outdated stereotypes and pushing for more diverse leadership. As more women take charge, it’s crucial that we continue to build systems that support them, focusing on mentorship and ensuring equal access to decision-making positions.”
Pow says, “Sustained progress also relies on company culture and leadership accountability. While mentorship, advocacy, and professional networks have helped pave the way, challenges persist. True inclusion goes beyond representation — it’s about ensuring women have the platform, influence, and support to lead, innovate, and drive meaningful change. The future of the industry depends on not just welcoming women but empowering them to shape it.”
Throughout the year, mentorship remains a defining force in breaking barriers and creating lasting change. The above women in the industry have made it clear: leadership isn’t just about claiming a seat at the table, but about building the table and making room for others.
In doing so, we don’t just shape the future of the industry; we empower a generation of women to continue breaking barriers, lifting one another up in ways that make lasting change.
