Women To Watch: Isobar’s Emma Park

Women To Watch: Isobar’s Emma Park
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 Isobar associate creative director Emma Park.  EmmaParkHeadshot

Initiatives like the WIM awards celebrate the strength, talent, ambition and impact women bring to this industry. But celebrating these women and giving visibility to their achievements is about more than recognition. It’s about what that message sends to everyone else –  maybe if I saw more women creative directors growing up, it wouldn’t have taken me so long to realise I could be one too.

I wouldn’t be who I am today if not for the amazing women in my life, including my mum. She taught me not to be a ‘nice’ girl. Because nice girls don’t talk about money. Nice girls don’t say when they’re uncomfortable or unhappy. Nice girls don’t get angry and they definitely don’t have sex. By teaching me not to be nice, Mum taught me to stand up for myself and those who can’t. To ask for what I want and to not be limited by the boundaries other people set. Now as a manager of several young females, I try and instill that in them too. I want them to speak up when they’re unhappy, chase the opportunities they want and value what they bring to the table. I don’t want them to be nice.

Reflecting on the biggest impediment to equality in the workforce, I’d say it’s anger. I’ve seen people berated for incorrect pronouns and ignorant comments. But ask anyone with an ex on drunk-dial: changing behaviour is two steps forward, one step back. Rather than getting angry when someone falls out of line, have a conversation. Help people understand where they’ve gone wrong, the impact it has and how they can improve.

In terms of the most unexpected champion of change for equality, I always think of a male colleague of mine. I was stepping into their position and negotiating salary. He said: “Let me know what they offer and I’ll tell you if you should demand more.” With that, he shifted the power dynamic and gave me more choice, control and confidence to get what I deserved.

Quickfire questions

What’s a little something everyone can do today that could potentially make a massive change in the struggle for equality?

Ask more questions.

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

Mandatory payment of superannuation for all Australians on paid parental leave. More often than not, women take on the role of primary carer. Sometimes that’s a maternal choice, other times it’s financial – it makes sense for whoever earns more to go back to work. And that big ol’ gender pay gap means generally, that’s Dad. So Mum’s earning less and stays home with the baby. During this time, she also stops receiving super. Add another child or two and come 65, Mum’s retiring with almost 30 per cent less super than Dad.

What is the best advice anyone has ever given you?

Try everything twice.

Please login with linkedin to comment

B&T women in media awards 2019 emma park Isobar Women to Watch

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]