In an industry defined by change, the leaders shaping Australia’s media investment landscape know that adaptability, resilience and strong relationships are the keys to long-term success.
With just a few days until B&T Women in Media Awards, presented by Are Media we sat down with five of QMS’ key agency partners, Claire Butterworth (WPP Media Australia), Lucy Formosa-Morgan (Magna Global), Marelle Salib (OMG Australia), Susan Axford (Slingshot) and Sue-Ellen Osborn (Spark Foundry) to better understand what effective leadership means to the women on the front lines, making the industry tick.
There are only a few tickets for B&T’s Women In Media left, grab them now!
B&T: What inspired you to pursue a career in media and advertising, and what’s one lesson you’ve learned that’s stuck with you along the way?
Butterworth: I loved media when I was growing up without realising it. Television, movies, magazines, I was curious about how content was made, what happens behind the scenes and how the business worked. When I fell into advertising, I had a lot of ‘pinch me’ moments – it’s an exciting and ever-changing industry, and that has always kept me interested and excited. I’ve learned media can be a little transient with people coming and going. Still, on the flip side of that, it can be a small industry of passionate people and a core group of people I started out with have remained within the industry (in different roles) for many years. As you progress in your career, those relationships evolve and deepen. They are really important to build your network, which helps support your growth, shapes your personal brand reputation and also enables you to succeed. I’ve found relationships built on authenticity, honesty, trust, and, importantly, humour to go the distance.
Formosa-Morgan: To be honest, I went off to Uni, not really knowing what I wanted to do after so I opted for a broad foundational course, International Marketing Management, that would allow me to explore different facets of the industry before deciding what area to specialise in. It was during Uni, thanks to a great tutor, that I discovered an interest in advertising and media. A few years in, after relocating to Australia, I took a step back to reassess my goals and make sure I was being intentional about the path ahead. Having always been super passionate about negotiations, numbers and relationships, it was a no-brainer to keep specialising in Investment.
One lesson that’s stayed with me throughout my professional career: no one will advocate for you better than you can. Be unapologetically ambitious. Ask for more. Back yourself. And never forget to prioritise your own growth – because looking after No.1 isn’t selfish, it’s strategic.
Salib: Like most, I fell into this industry by accident. What struck me from early on was how exciting, dynamic, and fast-paced it was. I was drawn to the intersection of creativity and business, the power of media and advertising to shape perceptions and influence behaviour on a grand scale.
What continues to inspire me is the opportunity to drive transformative change both inside organisations and out in the marketplace. The key lesson that has shaped my leadership is the importance of agility and resilience: the only constant in this industry is change, and success depends on anticipating shifts and responding decisively without losing sight of core values.
Axford: I love that media and advertising is a balance of art & science. I started a design degree at university, did an advertising elective which then inspired me to change my degree, and the rest is history! I’ve learnt A LOT of lessons along the way, however, one that stands out to me is the importance of simplification.
We can often get obsessed with the detail in media with the amount of data we have access to – which is great, but it can sometimes be a hindrance rather than a help. Don’t underestimate the power of simplification – it will make you look and feel smarter!
Osborn: I have spent the majority of my career in media investment roles mainly because they offer a good cross-section of the things I really enjoy. I love building relationships with other people in the industry, helping clients solve their business challenges, and analysing the numbers to drive results. I also love working in a creative industry alongside bright minds with clever ideas. This industry enables its talent to learn about various categories and clients; every pitch and every new role exposes you to new clients with different challenges. I have learned to keep learning, both within and outside the industry. Educating yourself broadly enables you to apply different perspectives and challenge your own thinking.
B&T: The media landscape is changing fast. What are the biggest opportunities you see right now for women in media?
Butterworth: Opportunities for women in our industry have never been better, but it’s still acknowledged we have work to do whether it be pay parity, gender balance or unconscious bias. Progress over perfection is a good mantra. Historically, starting a family was seen as a handbrake on women’s careers and I don’t think it has to be now. I firmly believe the opportunity lies with new secondary carers, who are often new dads. Again, the opportunity to take on the caring responsibilities wasn’t previously there for them. But creating policies that give them time to actively lean into their home life and create a more balanced distribution of childcare benefits both parents, but especially women who have historically held a disproportionate amount of responsibility.
Formosa-Morgan: Women in media today are standing at the edge of a powerful shift—one where representation, leadership and innovation are no longer optional, but essential. The biggest opportunities lie not just in breaking into the industry, but in helping to reshape it. Lean in!
Salib: The rapid evolution of technology and consumer behavior opens doors for women to lead innovation and redefine industry standards. Women today have unparalleled access to platforms where they can champion diverse voices, drive data-informed strategies, and create inclusive content that resonates globally. The move toward equity in leadership roles is accelerating, providing opportunities for women to influence organisational culture and governance.
Axford: The pace of change is faster than it has ever been. The biggest opportunity I see for women in media right now is that there is more scope than ever to work in a role that aligns with your interests and abilities. Love data & analytics, or DE&I, or creativity & innovation? You can now specialise in any of these areas or work in a role that provides exposure to all of these areas, which is personally so exciting to me!
Osborn: The biggest opportunities for women are around gaining access to the same opportunities as our male counterparts in terms of remuneration, positions and recognition. There is a lot of great work happening which is driving progress, but needs to continue and more.
B&T: What does leadership mean to you — and how can women at all stages of their careers develop their own leadership voice?
Butterworth: I’ve found the best leaders are always learning from others, authentic, curious, humble and genuinely love what they do. Developing your own voice as a leader takes time and evolves as you do as a leader and a person. It also requires work. It’s on us all to find opportunities to be heard and learn from the experience.
Formosa-Morgan: For me, true leaders don’t just give orders—they listen, adapt, and create space for others to thrive. They lead by example, not by ego. A true leader is also authentic and empathetic with how they interact with those around them.
I’m a firm believer in the power of authenticity and integrity. These aren’t just traits, they’re tools for shaping a leadership style that’s both impactful and sustainable. You can’t step into leadership by putting on a mask or adopting a persona. You have to bring your whole self to the table. That’s how you earn respect, foster collaboration and develop a voice that’s truly your own.
Salib: Leadership means setting a vision that inspires others to contribute their best, while fostering a culture of trust and inclusion that fuels innovation. For women, developing a leadership voice requires owning your narrative, cultivating resilience, and actively seeking growth opportunities. It’s essential to build networks of support – mentors, other leaders and peers who can provide guidance and amplify your influence across all career stages. Cultivating a support network which includes men and women is key to success.
Axford: To me, leadership means accountability and showing up, for yourself, your team, and your business as a whole. When you are starting out in media, it can be intimidating to speak up in meetings and there is no one size fits all approach to managing a team. I’m not the loudest person in the room (and never will be), but I’ve found my voice through watching, listening to, and learning from managers who I admire, which I am very grateful to have experienced several of during my time at Slingshot Media.
Osborn: Leadership to me is about inspiration, encouragement and care. It is not about you (the leader), your title, or your authority. It’s about empowering and nurturing others to become leaders. Leadership is not limited to those that report into you on an org chart, you can be a leader to your children, your friends’ children, your community, and anyone who you can positively influence.
B&T: If you could give one piece of advice to a young woman starting out in this industry, what would it be?
Butterworth: Go for it! Focus on filling your toolbox with diverse skills and experiences – don’t be blinkered by a linear career path. Often the biggest and most satisfying opportunities are unexpected. And, check in with yourself regularly and make sure you are getting the most out of your role and career – we spend too long at work to not love what we do!
Formosa-Morgan: This industry moves quickly & is constantly evolving. The role you begin with today may look completely different 5, 10, 15 years from now. Embrace change – stay curious, commit to lifelong learning and build resilience. These qualities will carry you through every twist & turn of your journey.
Salib: Be fearless in your ambition and intentional in your development. Listen to understand, not to respond. Invest time in constantly learning and being well rounded, Importantly, welcome stepping outside your comfort zone. Build genuine relationships, seek feedback continuously, and recognise that your unique perspective is a powerful asset that will drive meaningful impact throughout your career.
Axford: To lean in – in my experience in this industry, you truly get out what you put in. This doesn’t mean working long hours to prove yourself, but being curious, asking questions and putting your hand up to offer your help when you can.
Osborn: Think carefully about who you want to work for and whether or not your values align with those of the company and your leader. You will thrive in an environment where they do.
B&T: This year’s Women in Media awards are all about recognising Super Women. Who’s your Marvel superhero alter ego and why?
Butterworth: She’s not Marvel but my superhero is She-Ra, also know as Adora: Princess of Power and the sister of He-Man. She was always strong, fast and able to hold her own. Definitely an inspiration for an ’80s kid.
Formosa-Morgan: Ok, full disclosure, I’ve never actually watched a Marvel movie! So, after doing a very hurried deep dive into the world of Marvel, I’m claiming Storm as my alter ego. Regal, commanding, and fiercely honest. She’s not the loudest voice in the room, but when she speaks, people listen. That kind of quiet strength resonates deeply with me. I’ve always believed that true leadership isn’t about volume—it’s about clarity, integrity, and the ability to create space for others to thrive. Storm leads with conviction, not ego, and that’s the kind of energy I aim to bring into every aspect of my life. Her adaptability is another trait I admire. Whether she’s navigating chaos or calm, Storm remains composed and intentional. That mirrors my own reality – juggling work, life, kids, and everything in between. Adaptability isn’t just a skill; it’s a survival strategy, and one I’ve come to embrace fully. Storm reminds me that power doesn’t always roar. Sometimes, it moves with quiet purpose and unwavering grace, and that’s the kind of leader I aspire to be.
Salib: If I had to pick a Marvel superhero alter ego, it’d probably be Captain America. Over my 14 years at OMG, I’ve found myself valuing integrity and a sense of responsibility, kind of like Steve Rogers just quietly getting on with the job. I’m driven by a clear moral compass, putting client partnerships and accountability at the core of strategic decisions.
In the early days, I dived headfirst into the fast-moving world of media trading, teaching myself the ropes from programmatic TV to accountability metrics. That time instilled in me the belief that true leadership comes from mastering complexity with humility and focus, much like Captain America, learning to lead through discipline, not bravado and to serve the greater good over personal accolades.
Axford: I’m not really a Marvel fan (sorry) however I would say Iron (Wo)Man. I’m quite resilient (like iron) and intuitive around anticipating any roadblocks that can occur with campaigns, so if anything unexpected does occur, I’m quick to jump into problem-solving (superhero) mode.
Osborn: It would have to be Captain Marvel for me, she is a female trail blazer, with the first female led Marvel movie, but also as a character dominating in a typically male skewing career as an Air Force Pilot. I’m not sure if you could call me a female trailblazer in this industry but the people who have always inspired me the most are the women I have worked with and worked for. Like me, Captain Marvel can be fiercely independent but also is a great collaborator and team player as part of the Avengers team.
Get your last-minute tickets now and join us this Friday!
