Shivani Maharaj has once again proven why she is one of the most influential figures in Australia’s media landscape, taking home the Social Media Award at B&T’s Women in Media Awards for the third consecutive year.
The WPP Media executive, who recently became Australia’s first chief creator officer, has built a new operating model that embeds creators, communities and culture at the heart of brand storytelling.
Chatting with B&T live on the night, Maharaj said she said “genuinely shocked and surprised”.
“It’s just amazing recognition for the hard work,” she said, admitting she was “blown away” by the honour.
In her new role, Maharaj has been spearheading the transformation of how brands connect with audiences. “My role very much is about growing creators. How do we make brands more memetic in Australian society? How do we use creators?” she explained.
She pointed to new research released at Cannes Lions, which found that creators are now the number one brand-building touchpoint, a so-called “super touchpoint” according to System1 and Effies data. For Maharaj, this cements her philosophy that “creators are collaborators, not channels,” and underscores why brands that fail to work with creators risk falling behind in modern marketing.
This year, she led one of the most significant influencer transformations in the market, winning and onboarding the L’Oréal ANZ influencer portfolio across 32 brands. Within six months, her 30-strong team delivered the company’s highest-ever engagement results.
Maharaj credits WPP Media with fostering an environment that allows her to push boundaries. “I’ve been at WPP for 19 years… and I’ve always been allowed to just be my authentic self,” she said. “Even when I was taking this new role, I wrote the job description. I told [CEO] Aimee, ‘Can I be the chief creator officer?’ That’s what I wanted to be. And they backed me”.
Her career journey, from starting as a TV buyer to pioneering new roles in content and social media, has been defined by her willingness to pitch bold ideas and an employer willing to back them.
Beyond client work, Maharaj has played a central role in shaping the wider influencer marketing industry. As a founding committee member and council leader of AiMCO, she has helped develop ethical frameworks, co-authored national accreditation programs, and mentored future leaders.
When asked about TikTok’s latest trends, Maharaj laughed, nominating “grandparents and oldies getting onto TikTok” as the moment’s biggest craze. But in truth, her influence extends well beyond spotting trends.
Through innovation, mentorship and relentless advocacy for creator-driven strategies, Maharaj has advanced social media from tactical execution to transformative influence.
