Women In Media: It’s All About Eve’s Linda McGregor

Lynda - AllAboutEve

Happy Wednesday, fine folk of the industry! Today, in our coverage of incredible Women in Media, we’re bringing you the founder & business principal of All About Eve, Linda McGregor, who shares some pearls of wisdom with us.

Describe your average day?

Get my daily exercise early by feeding & mucking out my horse and stables before work – good way to mentally plan the work-day too.

My days vary, especially if travelling interstate, but normally I’ll have a few client meets or calls across the day, built around chunks of “brain” time to work on the insight & strategy pieces that are our mainstay.

Afternoon, I tend to workshop on live projects with staff or work through my pile of the latest gender science articles and thought starters.

I’m a big believer in breaking patterns to create fresh thinking so I’ll often switch locations to work or break for lunch to go somewhere different to reset my brain.

What’s the most challenging thing about your job?

Continuing to keep it fresh to encourage clients to seek deeper insight of female motivations, rather than just conscious opinions, whilst constantly addressing the (mis) belief that “women just know women” and how to influence them.

And making sure we’re included early enough in a project to build in insights into both the conscious and sub-conscious female mind – that’s a few of the tricky parts of the job.

What drives you?

Being a catalyst – helping people to have “aha” moments then getting them join the dots to solve the problem themselves.

What’s the hardest brief you’ve ever received or hardest job to execute?

Recruiting women to male-dominated industries such as military, police etc. Also one of the most interesting as it required a lot of examination of the ‘why’ underpinning motivations and behaviours!

What’s your proudest professional moment?

Whenever I’m asked to be a mentor, especially to professional women. To be trusted to guide & inspire future leaders; I don’t think you can get a bigger compliment than that.

One thing no one knows about you?

I worked as a jackaroo mustering cattle in QLD.

What are advertising/marketing’s biggest challenges or threats?

Adapting to, embracing & keeping pace with digital impact, whilst remembering that it’s a means to an end, not the end in itself. We run the risk of being channel-obsessed and losing sight of why we’re so excited about digital – because it facilitates better communication and influence of our target audiences.

Sometimes brands get caught up in their own brilliance or try to be as disruptive or as clever as possible, forgetting that at the end of the day it’s about attracting and retaining customers and to do this they need to achieve a Perfect Fit between consumer needs and brand offering.

What do you think are the most exciting things in the marketing and creative world at the moment?

The endless possibilities and the amount of innovation thanks to technology. Also, finally, the recognition of female purchasing power and the need to understand how to influence it.

What would you like to do differently?

No matter how many tools or systems we have, the magic always comes from the people so I’d want to impact effectiveness there.

In an industry that can suffer from “boys club mentality”, I’d want to empower management to consciously change their culture and lead by example via programmes/training around Unconscious Behaviour & Bias.

Help people become aware of the mis-match between their talk and the actions to give them conscious control of it, aid better communication in the workplace.

Tea or coffee?

Hot chocolate.

Cats or dogs?

Cats, dogs and horses.

Guilty pleasure?

Days off to ride/work with my horse with no mobile calls allowed.

What’s your favourite TV programme?

Still… The West Wing.

What turns you on, emotionally, creatively, spirituality?

Watching people learn subconsciously.

What turns you off?

Wasted anything – resources, talent, opportunities, time.

What profession other than your own would you like to attempt?

Equine-assisted leadership training.

What profession would you not like to do?

Anything that kept me in the dark – physically or mentally.

Have you ever felt like giving up?

Hell yes – but never for more than 24 hours.

What are the pearls of wisdom you know now, that you wish you knew when they were younger?

  • Don’t let ever people tell you your business idea is too niche. If you’ve consciously combined facts and feelings, had a vision but also done your homework, anything is possible. Oh and it’s more possible with backing, so if you can get the right financial help, grab it
  • Stop worrying about others stealing your ideas – rather be clear on what you offer that others don’t or can’t. Be generous with ideas as it will force you to come up with others (thanks Hugh Mackay for that one!)
  • Whilst it’s your business/vision, surround yourself with people you trust, who inspire you to adapt and who give honest feedback, even when it’s bad. Listen to and learn from others – smarter, dumber, older, younger, human, and non-human – and from experiences.
  • Trust your gut (you know the science why) but know when to push past your fears
  • And lastly, if you’d be embarrassed to tell Mum you’d done something then don’t do it!

The Women in Media inaugural forum and awards ceremony will be held at Royal Randwick Racecourse on August 19. You can still get some of the remaining few tickets here.WIM-sponsor-bar-1.


Please login with linkedin to comment

Advertising Standards Bureau all about eve Dentsu Aegis linda mcgregor

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]


by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]