Workplace Diversity: GroupM Australia

GroupM Australia is reshaping what meaningful DE&I looks like in media through its multi-year “Better For All” framework, launched in 2023. Centred on six key areas—including First Nations, disability, gender equity and generational diversity—the strategy aims to embed inclusion into every layer of the business. In 2024, GroupM partnered with AMAZE Autism to pilot the A-Plus Inclusion program, redesigning hiring processes and workplace environments to better support neurodiverse talent. Salary transparency, $700,000 in inclusive leadership training and a company-wide flexible work program have further reinforced its equity agenda. The results are telling: 62.9% of management roles are now held by women, attrition has dropped below industry average to 27.5% and employee sentiment around inclusion, trust and purpose exceeds global benchmarks. GroupM is not just tracking progress internally—it’s influencing the broader industry with a model built for long-term impact.

Workplace Diversity: Publicis Groupe Australia

Publicis Groupe ANZ is putting a powerful structure behind its signature ethos—Viva La Différence—with a DE&I strategy built on long-term commitment and measurable results. Seven employee resource groups span cultural diversity, LGBTQIA+ inclusion, disability, carers, First Nations engagement and gender equity, helping embed difference into everyday operations. In early 2024, Publicis launched its first Disability Access & Inclusion Plan in partnership with the Australian Disability Network, including a company-wide audit, updated recruitment approach and new workplace adjustments policy. While DE&I faces significant challenges globally in 2025, it remains a key priority for Publicis ANZ. During a national town hall, the agency's chief talent officer emphasised the Groupe’s commitment to its ANZ ”Roar To Zero” strategy—targeting zero emissions and zero inequality by 2040.

Workplace Diversity: Think HQ

As a female-owned and founded agency, Think HQ is driven to spotlight and elevate voices from actively marginalised communities. In 2024, the agency reached 100 staff members—70% female and 66% in executive leadership—across 24 countries and 37 languages. LGBTQIA+ inclusion sits at 36%, supported by internal initiative Think Proud and a Bronze AWEI citation. DE&I is operationalised through dedicated advisory panels, a paid cadetship program for underrepresented talent and policies including Gender Affirmation Leave and Respectful Workplace Guidelines. A new Leadership Committee has replaced traditional hierarchies with shared decision-making, while employee engagement has risen from 72% to 84% in under a year. Culturally specific campaigns—such as trans-led initiative ‘The Unsaid Says A Lot’ and First Nations work with VACCHO—reflect Think HQ’s belief that impact must be community-informed. Now a certified B-Corp, the agency reviews progress through its annual strategic planning cycle, keeping DE&I at the core of future operations.

Workplace Diversity: Thinkerbell

Thinkerbell threads diversity, equity and inclusion through every layer of its World Improvement Plan, backed by long-term focus and tangible results. Since 2019, its Diversity & Inclusion Group has led focused initiatives covering gender, sexuality, race, ability and inclusive behaviours. The agency maintains strong gender balance, with 65% of leadership roles held by women and female CEO Margie Reid guiding the strategy. Thinkerbell Junior, its bespoke parental leave policy, supports employees to build families without career compromise. Indigenous allyship is advanced through partnerships such as Evolve Communities and an imminent Reconciliation Action Plan. Workforce diversity continues to grow, with 13% identifying as having a disability and 3% as First Nations Peoples—double the industry average. Investing over $800,000 annually in training through its Institute of Measured Magic, Thinkerbell fosters ongoing learning and equity. With retention at 86% and employee-led groups like PRISM, Thinkerbell cultivates a safe, inclusive culture where all voices are heard.

Workplace Diversity: Veridooh

With both co-founders and co-CEOs from CALD backgrounds, Veridooh’s commitment to diversity is imprinted into its DNA and embedded at all operational levels. The company's recruitment process ensures 25% to 50% of candidates are from culturally and linguistically diverse backgrounds, with culture interviews reinforcing alignment to company values. In 2024, Veridooh introduced its Veridooh Principles—#Care and #Kind—fostering wellbeing, authentic communication and a culture of belonging. With 84% of employees identifying as CALD, flexible work policies and sponsorship programs support global family ties and work rights for 24% of the workforce. Leadership is 100% CALD at the executive level, with middle management CALD representation up 350% and female representation doubling. Retention improved to 83%, while employee belonging scored 9.1 out of 10 in the 2024 eNPS. Through embedded DEI in performance reviews, transparent reporting and a dedicated culture crew, Veridooh ensures inclusion is part of its structural blueprint.

Best DE&I Initiative: Group M Australia and Amaze, The A-Plus Inclusion Program

GroupM partnered with Amaze to create the A-Plus Inclusion Program—an initiative designed to tackle the systemic barriers Autistic and neurodivergent people face in the workplace. Launched as part of its Disability Action Plan, the program delivers a 10-week learning journey through e-learning and interactive workshops, equipping leaders with practical tools to foster inclusion at every stage—from recruitment and onboarding to workplace culture. Outcomes include simplified job descriptions, clearer interview processes, sensory-friendly environments and tailored onboarding plans. Post-program, 100% of participants reported improved understanding of neurodiversity, while 89% felt more confident implementing inclusive practices. Beyond individual growth, the program is being scaled across the organisation, with plans to roll out the e-learning to all 1,200 employees and embed inclusive processes by mid-2025. By addressing real-world barriers with lived-experience-informed solutions, GroupM is setting a benchmark for neuroinclusion and reshaping the employment landscape for Autistic Australians—one practical change at a time.

Best DE&I Initiative: IMAA, Female Leaders of Tomorrow

Launched by the Independent Media Agencies of Australia (IMAA), the Female Leaders of Tomorrow (FLOT) program directly tackles the industry’s gender imbalance—where women make up 60% of the workforce but only 33% of leadership roles. In its first iteration, FLOT paired 16 emerging female talents with senior leaders from top agencies and media organisations for a six-month journey of mentorship, training and networking. The results were powerful: 50% of participants were promoted or received pay increases, while 100% reported improved leadership capabilities. Nearly nine in 10 gained confidence in applying for senior roles and handling leadership challenges. Described as “life-changing,” FLOT not only built individual confidence but also sparked systemic change. Now expanded nationwide this year, FLOT has become a sought-after development pathway. By nurturing future leaders and dismantling entrenched barriers, the IMAA is making meaningful progress toward gender equity in independent media—and creating a more inclusive, empowered industry.

Best DE&I Initiative: M&C Saatchi Group, Open House

M&C Saatchi Group’s Open House is a free 8-week virtual program designed to break down barriers to entry in the advertising industry. Open to students, career changers and those returning to work, the program offers streamable sessions led by industry experts and the chance to respond to a real-life client brief for a paid internship in 2025. Open House was promoted through non-traditional channels to reach underrepresented groups, resulting in a diverse cohort: 73% identified as female, 13% as LGBTQ+ and 5% as neurodivergent or living with a disability. Seven interns were selected and matched to areas of interest, with mentorship, financial support and structured guidance throughout. Four secured extended placements. Now in its third year, the program will expand globally in 2025 with a focus on deepening partnerships with organisations that support marginalised communities. Open House is helping demystify the industry and create meaningful long-term pathways into advertising.

Best DE&I Initiative: Cultural Perspectives, MiAccess

iAccess, developed by Cultural Perspectives, empowers people with disabilities from culturally and linguistically diverse (CALD) backgrounds to access National Disability Insurance Scheme (NDIS) services. Addressing social and cultural barriers, MiAccess bridges gaps through a multilingual website navigable in 15 languages, hosting over 57 translated resources and featuring accessibility options tailored to diverse needs. The site has attracted over 1.1 million visits, with resources downloaded more than 25,000 times. An innovative virtual reality experience shares personal stories to illustrate the impact of NDIS support and has been showcased widely. Community engagement and digital campaigns have extended reach, generating over 10,000 video views. Funded by the Australian government, MiAccess continues to evolve with enhanced features and offline access, supporting sustainable engagement. By involving people with lived disability experience in content creation, MiAccess fosters authentic representation and long-term inclusion, creating meaningful pathways for underrepresented CALD communities to connect with vital disability support services.

Best DE&I Initiative: TAFE NSW, Our Ways of Learning

The TAFE NSW Aboriginal Visual Identity Project was developed following a 2020 review that revealed the existing identity did not resonate with Aboriginal and Torres Strait Islander communities. Partnering with Indigenous consultancy Campfire x, TAFE NSW engaged over 300 Aboriginal voices through yarning circles over two years to co-create ‘Our Ways of Learning’—a new visual identity reflecting cultural integrity, storytelling and diverse lived experiences. Launched during Reconciliation Week 2024, the artwork by Amy Allerton deeply connects with the community, highlighting themes of safe learning places, supportive networks and empowered learning. The initiative has driven measurable impact, including a 5% increase in Aboriginal student commencements, a rise to 11% representation of Aboriginal students by 2025 and a 16.8% growth in Aboriginal staff. Positive feedback emphasises cultural safety and belonging. Positioned to support TAFE NSW’s Closing the Gap and Reconciliation Action Plan, the project strengthens community trust and sets a benchmark for respectful inclusive Indigenous initiatives.

Social Impact: Are Media, Change AREgenda

Are Media’s Change AREgenda is a powerful research-driven initiative focused on addressing the compounded challenges faced by underrepresented women across Australia. Launched with the #FemaleFutures platform, the program has driven landmark campaigns like the 2018 “No Gender Selective Tax” which successfully removed GST from sanitary products within six weeks. Subsequent efforts such as Financially Fit Females empowered over one million women with vital financial literacy tools while the Stop Elder Financial Abuse campaign contributed to the creation of a national Power of Attorney register protecting vulnerable elderly women. Other campaigns including Join the Dots on coercive control and Unhoused: Women’s Homelessness have led to legislative reforms and significant public engagement highlighting hidden social crises. Embedded within Are Media’s culture, Change AREgenda is a sustainable strategic pillar delivering measurable social impact and fostering long-term systemic change through ongoing partnerships, research and media advocacy.

Social Impact: Enrichd Group, Game Changers

In 2024, Enrichd Group launched Game Changers Community School Sports Programs for Societal Impact to drive inclusion and wellbeing for CALD at-risk and marginalised youth across Australia. Using sport as a unifying force, the initiative breaks down barriers of race religion gender and ability through three tailored programs: Greg Inglis’ Goanna Academy addressing Indigenous youth mental health, Onside with the Mariners tackling gendered violence through football and Easts Rising providing mentorship for disadvantaged youth in Brisbane. Enrichd Group played an end-to-end role across these transformative programs for their clients —leading strategy, program design, marketing and research. The programs reached thousands of students with measurable outcomes including improved school attendance, mental health awareness and community engagement. Built for sustainability the initiative uses data-driven insights to ensure lasting social impact and empower underrepresented youth nationwide.

Social Impact: Carbon Creative, Tarkiner

The Aboriginal people of Tasmania’s Tarkine region have endured dispossession, cultural loss and intergenerational trauma resulting in entrenched poverty and unemployment. To address these challenges, the Circular Head Aboriginal Corporation (CHAC) developed the tarkiner brand, harnessing the community’s traditional harvesting of wild bull kelp to create sustainable businesses. Partnering with Carbon Creative on brand strategy, the initiative crafted a house of brands—encompassing indoor plant food, tourism and a centre of excellence—that reflect Tarkine culture and pride through innovative, nature-inspired design based on the Fibonacci sequence. tarkiner provides meaningful economic opportunities and cultural empowerment, with products launched in major retail outlets selling out rapidly. Profits fund community programs, land preservation and youth education initiatives, creating lasting social and economic impact. This initiative directly tackles systemic disadvantage by blending cultural heritage with innovative business models to open new pathways for the Tarkine First Nations people.

Social Impact: Special, The Shift 20 Initiative Casting Call

Despite one in five Australians living with disability, less than 1% are represented in advertising. In 2023, the Shift 20 Initiative was launched in partnership with the Dylan Alcott Foundation to change this by increasing representation to 20%. Year 1 featured the ‘Unignorable Ad Break,’ a nationwide campaign showcasing familiar ads re-shot with people with disability, sparking industry-wide awareness. In Year 2, Shift 20 reimagined the casting process by transforming TikTok into an open audition platform, breaking down traditional barriers and creating direct access for talent with disability. This innovative approach generated over 22 million TikTok impressions, with more than 250 people engaging, 70 personality reels uploaded and talent quickly booked for national campaigns. Shift 20 is a sustainable, growing resource. Backed by industry education and ongoing outreach, it creates meaningful and lasting pathways for people with disability to be authentically represented both in front of and behind the camera.

Social Impact: The Village, Working Parents Program

Louise Wilson and Lauren Thornborough sparked a transformative movement for working parents in Australian media after recognising the rising stress and attrition facing parents balancing career and caregiving. With 80% of parents in media having considered or already left the industry, they launched The Village in May 2024 to create a supportive, sustainable community. The Village offers quarterly workshops, peer mentoring with industry leaders and an active online network fostering connection and advocacy. In less than a year, it has built a thriving community of 650+ members, hosted six major events with over 550 attendees and gained strong industry support, including backing from MFA and major media companies. By addressing urgent mental wellbeing and career retention challenges, The Village is shifting industry norms, ensuring working parents can maintain fulfilling media careers. Its lasting impact lies in empowering parents through connection, resources and systemic change—positioning The Village as a pioneering force in media industry inclusion and sustainability.

 

Creative Catalyst: TAFE NSW, Our Ways Of Learning

The TAFE NSW Aboriginal visual identity was developed through extensive community-led research, including yarning circles with over 300 Aboriginal voices and collaboration with Indigenous artist Amy Allerton and consultancy Campfire x. Addressing the challenge that previous artwork did not culturally resonate, the initiative created ‘Our Ways of Learning’ — a visual identity authentically representing Aboriginal and Torres Strait Islander peoples’ diverse cultural narratives, emphasising safe learning spaces, community support and empowerment. Rolled out across an enrolment campaign, marketing collateral and internal communications, the creative elevated TAFE NSW’s commitment to cultural integrity and inclusion. The campaign resulted in a 5% increase in Aboriginal student commencements, a 10-point rise in full qualification enrolment and significant growth in regional and online enrolments. Positive community feedback praised the creative for fostering pride and belonging, making this a benchmark for inclusive representation and culturally respectful creative execution in education marketing.

Creative Catalyst: Special, The Shift 20 Initiative, Casting Call

A groundbreaking fusion of technology, inclusion and creativity, the Shift 20 Casting Call campaign redefined what inclusive advertising looks like. In partnership with the Dylan Alcott Foundation, Special reimagined TikTok as a dynamic casting platform, enabling people with visible and non-visible disabilities to bypass traditional barriers and be seen, heard and hired. By turning posts into personality tapes and ad units into booking tools, the campaign built an open-source library of talent accessible to brands and agencies nationwide. Backed by a national announcement on The Project and a peer-driven support model, the campaign smashed its goals: 22 million TikTok impressions, 1.5 million reel views, and talent landing jobs within 24 hours. More than 250 people with disability have since joined the platform. Shift 20 didn’t just raise awareness—it created infrastructure for lasting change and set a new industry benchmark.

Creative Catalyst: Think HQ, VACCHO Workforce Recruitment

Think HQ partnered with the Victorian Aboriginal Community Controlled Health Organisation (VACCHO) to address critical workforce shortages in the Aboriginal health sector. Research revealed a lack of awareness around career pathways and a perception that formal qualifications were a barrier to entry. In response, the team developed the campaign "Must Have 65,000 Years of Experience"—a powerful, culturally resonant message that positioned Aboriginal cultural knowledge as an inherent qualification for health careers. Through co-designed storytelling, the campaign platformed voices of Aboriginal Health Workers including a midwife, trainee doctor and wellbeing practitioner. Authenticity and cultural safety were central, with community input guiding each stage. Early results point to strong engagement: Aboriginal Health Television reported 56,916 impressions (21% above target) and 13,578 plays (46% above target), with distribution across 17 sites.

Creative Catalyst: Think HQ, The Unsaid Says A Lot

In response to rising hostility and discrimination against Victoria’s trans and gender diverse (TGD) community, Think HQ and the Victorian Government launched The Unsaid Says A Lot—a ground-breaking campaign led entirely by TGD voices. Developed in close collaboration with a co-design committee of prominent TGD leaders, the campaign highlighted how subtle, non-verbal discrimination can deeply impact lived experience. Anchored by research showing that 3 in 4 TGD individuals had experienced unfair treatment, the campaign relied on authentic storytelling through a powerful film and earned media strategy. It featured TGD talent both in front of and behind the camera, with translations into key languages for broader accessibility. Despite no paid media spend, the campaign achieved significant traction: 54 positive media stories reached an estimated 35 million people, with over 30 organisations sharing the assets and 726 stakeholder pack downloads. This landmark initiative set a new standard for inclusive government communication and public engagement.