The give-forward effect: Unlocking women’s collective power
Opinion
The IWD theme, ‘Give to Gain’, resonates strongly with the co-chair of Women of Havas. When women support women, we don’t just lift individuals, we strengthen the entire industry.
The latest IPA Census gives us a headline worth celebrating for the first time: women now hold 40% of C-suite roles in our industry. This is meaningful progress, especially for a sector that has historically struggled to retain women through senior leadership pathways.
But behind that headline sits a statistic that deserves more attention: women’s representation drops dramatically after age 40.
The most recent IPA age‑profile data shows that women aged 45–54 make up just 14.2% of the industry workforce. We are losing experienced women at the very moment their leadership, judgment, and perspective should be strongest.
This isn’t just a midlife issue. When younger women look up and can’t see a future version of themselves, the entire ecosystem is at risk.
I’ve spent 25 years in this industry while raising a family, through seasons of thriving and simply surviving. Co‑chairing Women of Havas, alongside my own journey, has shown me that sustaining women’s careers doesn’t come from individual brilliance alone. It comes from what we give each other, and the willingness to open doors once closed.
That’s why this year’s International Women’s Day theme, ‘Give to Gain’, resonates so strongly with me. When women support women, we don’t just lift individuals. We strengthen the entire industry.
And giving is often simpler than you think.
Give time: make yourself more accessible
Mentoring is often described as “nice-to-have,” but time is one of the most powerful resources senior women can offer. It doesn’t have to take hours; even a few minutes of focused attention can make a difference. Time to listen. Time to share perspective. Time to help someone unlock a door they’ve been knocking on for too long.
Our women’s mentorship programme requires just one hour a month of mentees’ time, and is making a significant, measurable impact across the agency, elevating 80 of our women in 2025 alone.
This kind of open-door leadership can be genuinely career-changing. My own path was shaped by remarkable women who gave me their time and support. When senior women make themselves accessible, they signal that ambition is welcome, questions are safe, and support is built into the culture, not bolted on at the edges.
Give influence: your presence can move the dial
One of the most powerful ways women can lift each other up is by being visible or advocating for one another in rooms where decisions are made.
ERGs like Women of Havas aren’t just a space for support; they’re platforms for influencing culture, shaping policy, and building the connections that help women stay engaged, motivated, and progressing.
At the end of 2025, we surveyed our female employees to understand the biggest challenges they were facing. The top issues were work-life balance and setting boundaries. In response, we curated a panel discussion with leading voices and actionable takeaways about how to approach conversations with line managers, drawing a record 200 participants.
The visible support of senior leaders, particularly women, at these events matters immeasurably. It instigates change and shows those coming up through the agency that enabling women to thrive is a priority, not an afterthought.
Give power: elevate future leaders publicly
Recognition and unlocking visibility for others are crucial. Spotlighting emerging female talent isn’t just about celebration; it reinforces their confidence in their potential. Creating space for growth means giving women the platform, encouragement, and sometimes the gentle nudge they need to step into leadership.
Being named Agency Person of the Year by my previous agency a few months into my first maternity leave was a moment that stayed with me. It showed me that my work and potential were acknowledged, and that becoming a parent didn’t set me back.
When we publicly elevate women, especially as they take the next step in their careers, we signal that their contributions are seen, supported, and valued.
Give insight: tell the real story, not just the good bits
Honesty matters, especially as a senior female leader. The struggle is real more often than we admit – days when burnout feels close, moments of doubt, or times you wonder if you’re getting it right. These experiences deserve to be acknowledged.
I’ve always tried to be open about my career journey, from the highs to the lows and everything in between. In recent years, I’ve shared my personal experiences of perimenopause and how it can affect me. I genuinely believe this honesty, especially about brain fog, has helped those around me to be more aware and understanding.
When leaders only share the polished version of their story, we unintentionally reinforce the myth that success should feel effortless, and it simply doesn’t.
A leadership philosophy, not a one-day message
The truth is simple: when women give, the industry gains. We see it in stronger retention, better representation, greater resilience, and even commercial outcomes.
‘Give to Gain’ should not be confined to a single day in March. It must shape the way we lead, the way we support one another, and the way we design workplaces where women can build long, ambitious, and sustainable careers.
Progress is possible; the IPA numbers show that. But sustaining it, especially beyond age 40, requires a shift from “fixing the pipeline” to feeding the ecosystem.
And that starts with giving.
Amanda Conner is group managing partner at Havas Media UK & co-chair, Women of Havas