Women To Watch: Bauer Media’s Fiona Baker
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 Fiona Baker, digital director of Now to Love + Bounty, Bauer Media Australia.
In an ideal world, we wouldn’t need gender-specific awards. While it’s getting better – slowly – the numbers show it’s still a world where men hold the power, and in some areas of the media this is still very apparent. B&T’s Women in Media Awards recognise and acknowledge women, who may not always hold the power, be as visible or get the attention, but are brilliant and clever at what they do.
Some brilliant and clever women close to me are my 98-year-old grandmother who has just started writing another book, my gentle activist mum who never stops evolving, learning and believing, my glass-half-full sister raising three wild boys and my two fierce, strong and compassionate daughters who I’m just a little in awe of.
Reflecting on why we need the WIM Awards and the biggest impediment to equality in the workforce, I feel it’s still largely cultural. And to change that we probably need to enforce workplace rules and policies until we achieve a more equal workforce. Hopefully, we are raising a generation of future workers who will enforce that cultural change until it becomes the norm.
A good start is having more women in leadership positions who become role models – because it can be hard to be what you can’t see. I also think something everyone can do every day to change the cultural narrative is by checking our language and behaviour – not crediting or discrediting around gender stereotypes and not assigning behaviours to genders.
On another topic I think we should be thinking about, Bauer Media recently launched its Financially Fit Females campaign to improve the country’s financial literacy. And, as the daughter and sister of stockbrokers, I should be so much more financially fit. I understand the theory but have not put into practice.
Also, I think telling young women to make sure they’re getting “paid what you’re worth” is a blurry place, but knowing the going salaries for similar positions, regardless of gender, is important. And we only know that by improved transparency around salaries – it’s not the 60s anymore when sex, religion and pay-packets were banned conversation subjects. Of course, we then need to use that information to start a salary discussion – which is never the easiest chat to have. Some general financial advice: you’re NEVER too young to start thinking about your super. I wish I had 15 years ago.
Quickfire questions
If you were PM, what law would you change/introduce right now to improve equality?
That’s so difficult and political – and potentially draconian. But other countries are doing it because getting to a place of equality doesn’t seem to be happening organically. Not surprisingly, the Scandinavian countries have it all worked out – e.g. Norway as equal and mandatory paid parental leave for both parents (regardless of gender) and Iceland (OK, not strictly Scandinavian) has made a gender pay gap illegal, and companies have to prove pay parity or be fined. Could these work in Australia?
What is the best advice anyone has ever given you?
“No matter where you are or what you’re doing, someone will see you.” Ok, that sounds a bit creepy but I think Mum used it to scare us kids off drinking, smoking and lewd behaviour. But it also resonates in the workplace – being a role model, behaving respectfully and knowing your good work can also be seen.
Please login with linkedin to comment
B&T women in media awards bauer media australia Women to WatchLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.