“Remember The Power You Hold”: TBWA’s Renata Yannoulis On Create Space & Diversity In Advertising

In the lead-up to the launch of the Create Space Census on 1 November, B&T sat down with Advertising Council Australia (ACA) D&I Committee member Renata Yannoulis, TBWA\Sydney senior strategist.
Yannoulis explained that while action may be hard, completing a census is easy and will directly help to progress diversity and inclusion in adland.
Tell us a bit about your experiences of diversity and inclusion in advertising, past and present.
As an industry, I think we’re pretty woke. It’s literally our job to stay on top of what’s happening in culture, why certain ideas resonate more than others and what people value. We know DE&I is important, that it’s good for business, and which brands are getting it ‘right’ or ‘wrong’. This knowledge gives us the license to talk, complain and over-intellectualise the subject until it can become a huge polarising thing that nobody wants to take responsibility for because the stakes are too high.
Just as we’re scared of going online nowadays and using the wrong word or asking the wrong question, DE&I can be a scary topic for agencies. As a result, I’m not sure we have the free flow of ideas and questions that allows much movement on the matter. It can become an all-or-nothing beast that requires too much time, effort and investment to do justice. Inaction can become the default.
But I’ve also witnessed progress when action is a shared responsibility – modelled from the top down. It’s small steps and open forums where many voices are heard. I’ve witnessed the ROI after initiatives have been properly rolled out in this manner – higher staff retention, safer employee culture and improvements to the quality of work.
Do you think we’re making progress, or, what’s holding us back?
I think we are making progress but not at the pace we should be. We live in a more open society – a post #MeToo, post-Covid, and mid-recession ‘Vote No’ era – and our industry is trying to keep up with everything, everywhere, all at once. It’s been economically a tough few years for most agencies, squeezed from every angle. In turn, I understand how DE&I projects can fall off the priority list.
Ultimately yes, things are broadly better than a decade ago but individual businesses operate very differently from one another and experiences vary widely, It can be hard to know where to start as a business. That’s where Create Space comes in. The 2022 Report and Action Plan shares statistical proof of where it’s best to begin and provides the tools, actions and ideas that agencies can roll out as they see fit.
The true measure of our progress depends on widespread participation in our biennial census, which takes place next Wednesday 1 November, to track what’s changed, what hasn’t, and where we need to focus our energy next.
What was the most shocking stat for you from the last census and what, in your opinion, needs to be done to rectify it?
The following actually validated my personal experiences:
One in four female middle managers compared to one in 10 male middle managers say they’re likely to leave the industry specifically due to a lack of inclusion. Further, eight per cent of women have experienced sexual harassment in the last twelve months (compared to three per cent in the UK advertising industry).
Statistically speaking, as a female ‘mid-level manager’, I am most likely to leave the industry today. Women leave at this point because they may not see other women in senior management, they may have experienced casual and/or explicit harassment, they could be burnt out from the expectations and experiences, and to top it all off, have subpar maternity leave and parental flexibility on the horizon compared to similar industries.
It’s not just the obvious concern for the mental and physical health of mid-level staff that leadership should be worried about. Retaining the diversity of this cohort is imperative for the industry’s progress overall. Diversity fuels divergent thinking, which breeds better creative ideas. Losing our female perspectives will be to the detriment of the work.
Retaining diverse mid-level talent requires senior leadership to open up the expectation of traditional role trajectories, invest in their training, provide them with new opportunities, take their complaints or worries seriously, empathise with their experiences to date and give them a say in shaping what their next role entails – whether that exists yet or not.
What would you like to say to industry leaders and the new generation of advertising/creative professionals when it comes to DE&I in Aussie advertising?
To industry leaders, we need concrete action within agencies. This has a better chance of success if you personally help enforce it. Yes, talking up the importance of DE&I can signal that you give a shit about your people, but your actions show them you really care. Hold yourself accountable and look at the makeup of your own agency – where are the gaps, who are underrepresented, how can this be improved and how can you support or resource your teams to enact the progress you want to make?
To the new generation, remember the power you hold. Right now, there is more of a push for DE&I than ever before. Please make the most of this.
Unlike previous generations, you don’t have to be a silent witness to things that affect you or your peers. You have an opportunity to tell your story and be a part of coming to solutions. Stand up for the minorities, the women and the others in the room. I promise it will make others respect you more inside and outside the boardroom if you say as you do, and do as you say.
Why should agencies and individuals take part in this year’s census on 1 November and how do they get involved?
If it weren’t for the census, the notion of creating space for others in this industry wouldn’t exist. The more people that do the survey, the more accurate a picture we’ll have of our industry and the more informed our initiatives will be to support our people. The only way to know how we’re progressing as an industry is to capture everyone’s experiences on a regular basis. ACA has committed to doing so every two years. Talk is cheap, action can be hard. Completing the census is the easy bit!
This year’s Create Space Census takes place next Wednesday 1 November to chart the ad industry’s progress on diversity and inclusion. Jump onto createspacecensus.com on the day to complete the 15-minute survey.
Please login with linkedin to comment
Advertising Council AustraliaLatest News

Air New Zealand & Bastion Shine Save Christmas With Their Latest Campaign
When it comes to New Zealanders, are they really just glorified Tasmanians who are much better at sport?

Google To Pay $111m To News Publishers In Canada
Google lumped with latest $100 million-plus fine. Which, when it's all said & done, is like 50 cents to the rest of us.

Thursday TV Ratings: The Chase Takes The Crown For Entertainment
Much like navigating the single-malt whiskey menu at Rockpool, Thursday night TV proves a tricky one for network bosses.

Before Adland: Luke Spano’s High-Stakes Switch
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.

New Study Busts Aussie Advertisers Over False “Clean, Green & Sustainable” Claims
Aussie adland in strife over some of its 'green' claims. By that we mean environmental claims, NOT fibrous vegetables.

Network 10’s Rod Prosser On TV Ratings: “One Measurement System Is Better For The Industry”
The only thing B&T would love more than a chat with Rod Prosser would be a game of squash. Yes, he's a 'yellow dot' man.

It’s Friday Quiz Time Again!
Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

Innocent Bystander Wines Challenge The Boring With New Campaign
As the Latins famously say "in vino veritas" or "in wine, there is truth". And, truthfully speaking, B&T hated this ad.

Apple Enlists Taika Waititi For Gorgeous (& Not Christmas) New Work!
Think the month leading into Christmas is all Curtis Stone's Christmas prawns? It's Apple to the rescue today, readers.

Clean Up Australia Unveils Brand Refresh Via uberbrand
Do you have "litterbug" on either your resume or LinkedIn profile? Change your trashy ways immediately on this news.

Musk: Advertisers “Go Fuck Yourselves”
B&T warns this article contains language readers may find offensive. And by that we don't mean Elon Musk.

Triple M Puts The Gold Back In The Gold Coast
The Gold Coast is Australia's "glitter strip". That is if you think bogans, bikies & personal trainers are "glitter".

SenateSHJ Launches New Trans-Tasman Practices
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

Nova Shakes Off Swift Mania With Dedicated Station
Want to make yourself the most despised person in the office? Read on with the launch of Taylor Swift radio.

QMS CEO John O’Neill On His Plans To Get OOH Spend Up To 20% (Watchout TV!)
B&T's chatting with outdoor supremo, QMS' John O’Neill. Eerily the outdoors never got mentioned in any small talk.

AANA’s New Code Means Stricter Rules Apply To Advertising To Children
There are now stricter ad rules applying to kids. Yet, nothing a bottle of Fanta & a box of Froot Loops can't fix.

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

“Cut The Crap!” Piers Morgan Sensationally Outs “Royal Racists” On His TV Show
The corgis, anyone in the Palace with a funny hat & even Camilla off the hook, as Piers delivers royal racist dirt.

Wednesday TV Ratings: 365,000 Sign Up To Watch The Last EVER Hot Seat on Nine
Mrs McGuire reportedly unhappy about Eddie loafing about the house after Nine cans Hot Seat.

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

It’s The Best Of The Best – Directors Of First Impressions, Presented By Finecast, Part Of GroupM Nexus
They're the ones with the best hair and the whitest teeth! Yes, it's adland's top 10 directors of first impressions.

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

PubMatic Nabs Luke Smith From Seven West Media
Seven's Luke Smith quits for PubMatic. However, he's still in line for one of James Warburton's annual Christmas hams.

Slew Of New Hires At Snap Inc.
Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Michael McLacren Confirmed As Deb Knight Replacement For 2GB Afternoons
Think AM radio has a bit of an angry boys' club feel? It's not improving things with this news.

Reddit Gets Playful Brand Refresh
This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

World Square Counts Down To Christmas With Sydney’s Biggest Advent Calendar
Hopefully this news will get you in the Christmas spirit. Either that or go and stand in Westfields for nine hours.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

B&T’s Search For Australia’s Greatest Ad Part 5!
B&T's vote for Australia's greatest-ever ad is much like the recent referendum sans the mudslinging and Kamahl.

Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group
If there's one sport in the world that's thumbing its nose at global emissions, it's probably drag racing.

Rethink Ink: Is It About Time You Reconsidered Print?
Print's not merely an excellent vehicle for brands, it's also perfect for getting the barbecue alight for the sausages.

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

Cannes In Cairns Media Accreditation Open Now!
Work in media? Want to cover next year's Cannes In Cairns? There'll be no free piña coladas without this form.

In-House Agency Council Research Report: 78% Of Marketers Now Work With An In-House Agency
In-housing is definitely an industry hot button topic. Admittedly still a long way behind office affairs.

OMA Announces Winners Of The Q3 Creative Collection Competition
Who doesn't love the out of home medium? Apart from the very real chance of being shat on by a bird.