Women To Watch: GroupM’s Liesa Newland

Women To Watch: GroupM’s Liesa Newland
SHARE
THIS



At B&T, We are staunch believers that every woman and her achievements should be celebrated, every day and always.

However, unfortunately, the achievements of women often go unnoticed. That’s why we launched our annual B&T Women in Media Awards – to recognise the amazing accomplishments of women across the marketing, communications and advertising industry.

In honour of our WIM Awards, we’re chatting to industry powerhouses; women we should all be keeping an eye on — women to watch.

Today we’re hearing from GroupM head of trading intelligence Liesa Newland.GroupM_LiesaNewland_2018_LoResH

I think B&T’s Women in Media Awards are vital to the industry because whilst women represent 60 per cent of the media industry workforce, only 37 per cent are in management positions according to the latest MFA survey. B&T’s WIM Awards are a reminder of the fabulous contribution women make and an inspiration for everyone to challenge the status quo.

Two inspirational women in my life are my two best friends. They are both incredibly strong, brilliantly successful women who have worked in the industry.  In many ways, we’re very different but our values remain the same.  They know me so well, what drives me and holds me back. They’re raw and brutally honest but always have my best interests at heart.

Reflecting on the biggest impediment to equality in the workforce, I believe it comes down to ensuring there is a balance leadership team. You can’t be what you can’t see.  Once the bias is removed, conversations change, and belief happens across the entire business.  True equality is a system that supports and encourages everyone to be their best. I’m proud that at GroupM across our agencies we sit at 52 per cent women in leadership positions, and that WPP AUNZ recently committed to 50:50 gender balance by 2021.

The most unexpected champion of change for equality I’ve ever come across is Steady (John Steedman). Not unexpected that he champions equality but unexpected regarding the conviction with which he intends to deliver upon it and hold the business to account over it. Fostering a culture of diversity and inclusion encourages differences into the room rather than norms and this leads to better decisions.

When it comes to the struggle for equality, I think something everyone can do each day is be empathetic to people’s stories and what might be going on around them.  What we see at work is often just the tip of the iceberg.  Having an awareness of what may be going on outside of work, understanding what is behind people’s insecurities or is holding them back means we can support and inspire them to overcome.

Quickfire questions 

If you were PM, what law would you change/introduce right now to improve equality?

I’d set targets to ensure companies reflect the diverse country we are, be it gender, age, sexual preference, ability or culture.  At the very least, companies should ensure that the candidates they draw on for interviews reflects the population. People should not have to squeeze into the gaps, they should be supported and welcomed.  The differences in our stories should be celebrated.  The more diverse people we have sitting next to us, the more we foster a culture of respect and sense of belonging. 

What is the best advice anyone has ever given you?

Dream your bigger game.  Focus on what drives you and brings you joy.

 

Please login with linkedin to comment

GroupM leisa newland Women to Watch

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 […]

Opinion

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 […]