Ita Buttrose: “Women Can’t Just Play The Gender Card, They Have To Want It Too”

Ita Buttrose: “Women Can’t Just Play The Gender Card, They Have To Want It Too”
SHARE
THIS



Ita Buttrose recalls some less than sage advice that fabled ad man John Singleton once bestowed on her regarding the promotion of women in the industry. “He told me that the biggest problem for women was that they just weren’t bastards,” Buttrose tells B&T, “they didn’t get anywhere (in their careers) because they were just too honest!”

Buttrose says she still laughs at the misguided advice and still regales Singo’s backhanded compliment during her public speaking commitments.

But for Buttrose – media doyenne, 2013 Australian of the Year and Cold Chisel muse – Singo’s misjudged advice couldn’t be wider of the mark.

“Quite the contrary,” she says, “I think boards, particularly these days, would love to have more honest women in their boardrooms.”

Buttrose also dismisses the idea that for women to succeed in their careers, take the top C-suite jobs or the CEO’s chair, they need play hardball like the blokes.

“Don’t be misled by [a woman’s] nurturing nature, we’re good nurturers, but women can be aggressive when they need to be,” she said.

“But boardrooms aren’t naturally adversarial places. They’re committed people, who want the best for the company, the employees and the shareholders; so why wouldn’t women thrive in them?

“That’s why I’d like to see more female CEOs across the board because that’s where you can introduce real change when you are the CEO, because you make the rules then,” Buttrose says.

At B&T, we’re also trying to affect change – particularly in our industry – with our annual Women in Media awards.

Come August, these awards will recognise the achievements of the many inspirational women in media, and celebrate the promotion of women into more senior roles.

Buttrose says she’d also like to see women fight harder to nab senior roles, adding, “You have to want it.”

She says: “You can play the gender card as much as they like, but if you want to get to the boardroom, women have to want to get there.

“And women need to arm themselves with the skills to get there. You may need to do a company director’s course or a business management course along the way, but you have to say ‘I want to be in that boardroom’.

“Nothing is handed to you on a plate. Just because you’re a women and you’re talented… and it’s the same for men, too. You have to say ‘I want to be there’,” she says.

Another problem Buttrose believes is that women simply don’t push themselves forward when leadership roles come up, something their male colleagues are particularly astute at. “I encourage women to do that, to emulate men in that respect, it’s a terrific trait to have,” she adds.

“I think any good boss soon works out where the talent lies and it’s the good boss that can say to that person you’re really good at what you do, you can do this, I believe in you. You mentor them in a way. It’s not a fault, it’s just the way women are and if you employ women, you need to know that about them,” she says.

And Buttrose’s advice to young 20-something women finding their way in the media landscape? “Firstly, don’t let people intimidate you. They’ve got the problem not you. You have to believe in yourself, you have to believe in your talent and sometimes you have to rock the boat a bit, take a risk, be innovative, think outside of the square, or, if you’ve got a good idea, present it and make sure no one knocks it off and let people see what you can do.

“Don’t hide your talent… a boss likes staff with ideas, who tells them what they are doing. A good boss admires someone who has a good idea and is prepared to think creatively. I think Australia is so conservative these days, we need all the innovation we can get at the moment, we need creative thinkers, especially female ones,” she says.

B&T‘s Women in Media Awards 2018 will be held on Friday 17 August 2018 at Doltone House – Jones Bay Wharf. Grab early bird tickets to the event here and find all other info on the website

 

 

Latest News

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]