Recognition can mark an important moment in a career, but being seen by the right people can help turn that moment into lasting opportunity.
This year, marking its ninth year partnering with the B&T Women in Media Awards, QMS once again utilised the scale of its national Digital Out of Home (DOOH) network to amplify the achievements of this year’s winners, taking their success out of the awards room and onto the streets.
But the shift from awards celebration to career-defining visibility began the morning prior.
Hosting the exclusive Women in Media Finalists Breakfast, QMS and B&T brought together the industry’s top talent to fundamentally change the conversation. Moderated by Nine’s Belinda Russell, the breakfast featured Lifetime Achievement Award alumni for a raw, unfiltered masterclass in authentic leadership.
As extensively covered by B&T, the panel dispensed with industry platitudes to tackle the realities of progression, visibility and claiming space.
Addressing the “confidence gap,” former ThinkTV CEO Kim Portrate delivered a sharp reminder about self-advocacy: “Competence is only half the job. If you are doing incredible work but waiting quietly to be noticed, you are doing your career a disservice. You have to back yourself loudly, especially in the commercial moments.”
Jane Caro reflected on the messy reality of career progression, noting, “Leadership isn’t about being universally liked or waiting for permission. It’s about having the nerve to be highly visible, even – and especially – when it makes you uncomfortable.”
And on the critical difference between advice and action, Esther Clerehan challenged senior leaders to step up: “A mentor talks to you, but a sponsor talks about you in the rooms where decisions are made. We need senior women putting their own professional capital on the line to elevate the next generation.”
Meanwhile, legendary editor Julia Zaetta reminded finalists about the foundation of lasting influence: “Relationships in media aren’t built on superficial networking. They are built on delivery, truth, and being the person people can trust when things get hard.”
That ethos of visible, uncompromising leadership carried into the awards ceremony, culminating in the addition to the alumni with the 2026 Lifetime Achievement Award bestowed upon Belinda Rowe – a visionary leader who stepped into the CEO role at Optimedia in 1998, a time when executive media suites were heavily male-dominated. Rowe didn’t just hold her own; she built a formidable, industry-defining agency and remains a masterclass in highly visible, commercially brilliant leadership via her varied Board roles.
Reflecting on QMS’ nine-year tenure as a headline partner, chief operating officer Sara Lappage addressed the finalists, signalling a critical shift in how the industry must support its rising talent.
“Recognition is fantastic. It is important, and it feels incredibly validating to walk across a stage and accept an award,” Lappage told the room. “But recognition tends to last for one night. Visibility is what actually changes and creates careers.”
Lappage challenged the industry to move beyond generic conversations about empowerment and focus on having real conversations about actionable influence. “The women in this industry do not lack impact. You are driving revenue, you are leading agencies, and you are building brands. But too often, women still lack visibility at scale – in the boardrooms, in the leadership roles, and in the moments where the biggest decisions are made.
“At QMS, our entire business is built on the power of being seen,” she continued. “So, as we evolve our partnership with B&T, our ambition is to use our unique assets to champion your visibility.”
That drive for visible impact was celebrated internally for QMS as well, with the event marking an outstanding milestone for QMS’ Tara O’Keefe, who took home the highly coveted Project Manager Award. Recognised for driving QMS’ operational evolution and managing complex cross-functional deliveries, O’Keefe’s win is a testament to the power of operational leaders stepping out from behind the scenes and into the spotlight.
As QMS wraps another remarkable year as the OOH partner of B&T’s Women in Media, the ambition alongside Nine is clear. Celebrating the achievement of women isn’t just an annual event; it’s about leveraging unique assets to create a platform for genuine influence.
Because while an award celebrates what you have done, visibility dictates where you can go next.
