International Women’s Day may be behind us, but a single day hardly seems enough to recognize the countless contributions women make in the industry and beyond. That’s why we’re continuing our series featuring voices from across the industry—leaders who have shaped the landscape through their experiences, insights, and drive.
Next up, we talk with Iona Macgregor, Chief Strategy Officer at AKQA Australia. She has over 20 years of experience in creative strategy, driving relevance, growth, and impact for both global and local brands.
When asked to tell us about what drew her to the industry she told us: “That you can go from utter dismay to electric delight in the course of an hour. It’s a privilege to be surrounded by creative energy.”
The theme for International Women’s Day 2025 is “For ALL Women and Girls: Rights. Equality. Empowerment.” What does that mean to you professionally and personally?
It’s a call to action that reminds us to never get complacent. There’s so much work to do. We assume that progress is linear and take milestones for granted. But you only have to glance at the news to realise that nothing is a given. It’s as important as ever that we all step up to help design and build a more gender-inclusive future.
We all have a job to do in thinking deeply, critically and creatively to notice bias and imagine other ways forward.
The fact is that our entire society has been designed around inequality. From pharmaceuticals to public transport infrastructure, patriarchal systems are so deeply entrenched that it’s hard to even conceive of alternative models. We all have a job to do in thinking deeply, critically and creatively to notice bias and imagine other ways forward.
As an industry at the intersection of creativity, commerce and culture, we’re in a unique position to lead this rethink. Sadly, it often seems like short-term tactics and self-interest wins. I know I’ve been very fortunate to have had such supportive employers. But the prevalence of unconscious bias and casual gaslighting within the industry at large is still galling. As a full-time working parent, of both a boy and a girl, I worry a lot about equality for the next generation. They both also provide plenty of ‘feedback’ on my views!
What first drew you to the industry? Was there a defining moment or experience that shaped your path?
As a student, I was in the smart, sensible camp and was resigned to the fact that being good at school meant creativity had to take a back seat. When I stumbled across advertising, through a series of chance encounters, it felt like cheating. You got to work with people who were smart, creative, and cool in so many different ways. I fell in love with the contradictions of this industry.
You got to work with people who were smart, creative, and cool in so many different ways. I fell in love with the contradictions of this industry.
That we care so deeply and give so much yet somehow stay level-headed as to our actual place in the world. That you can go from utter dismay to electric delight in the course of an hour. It’s a privilege to be surrounded by creative energy. But it’s also a bit of a drug.
Is there a person or persons who inspired you professionally on your career journey?
So many. I’ve been lucky with a series of incredible CEOs who are all amazing mentors for me. But the people who inspire me daily are my buddy system within the agency. My team and my peers. AKQA is the first place where I’ve been surrounded by so many female leaders. Sad, but also awesome for where things are going.
What’s a key lesson you’ve learned in your career that has shaped how you work today?
“What’s the idea?” I had one boss who never had more than two minutes in meetings. You’d start explaining your research and he’d cut you off and quietly say, “Just tell me the idea”.
That wouldn’t be considered nice manners today, but there’s honesty in it too. Decks aren’t real things that exist in the world. (Even if I do take my slide-craft very seriously!) It made me good at being mindful of your audience’s time and getting to the point. Handy in an attention economy.
How has mentorship played a role in your career – both as someone receiving guidance and as a mentor to others? What have been your most meaningful takeaways from these relationships?
Just be real and learn to listen. There’s enough fickle and performative stuff at work. Put down the management handbooks. Look after yourself. Be forgiving when you mess up, because you will.
Just be real and learn to listen. There’s enough fickle and performative stuff at work. Put down the management handbooks.
How can organizations effectively champion diversity, equity, and inclusion (DEI), especially in the face of current challenges? What specific strategies have you found effective?
Things like addressing the pay gap and paying particular attention to gender imbalance in certain departments are a starting point for equality. But you must really believe in the value of DE&I and invest to reap the benefits.
Things like addressing the pay gap and paying particular attention to gender imbalance in certain departments are a starting point for equality.
Pressure on revenue and AI options mean it will always feel easier and more cost effective to stay in our echo chambers, reduce entry-level roles and underinvest in mentoring and training.
Is there a project or initiative you’ve worked on that you’re particularly proud of? What made it meaningful to you?
I tend to be weirdly hyper focused on whatever’s going on now and next. But I’m particularly proud of things like Intermarché’s Inglorious Fruits & Vegetables, Tiger Beer’s Air Ink and Royal Mint Australia’s Donation Dollar. Ideas that are both medium and message.
Quick Hits:
A trend you are excited about:
Someone’s trying to make a WhatsApp group with every high school kid in Sydney – to ‘break WhatsApp from within’. I love things that are silly and subversive like that.
Does AI count as a trend? I feel like we have to say we’re excited (the machines are listening after all), but I do wonder whether one day we’ll wake up and realise that LLM usage is like Ultra Processed Foods for our brains.
Favorite creative campaign that has most inspired you:
I am really inspired by AKQA’s Pink Chip.
A highly effective and strategic solution to raise awareness of bias – using the language and systems of financial data to connect with an audience who might otherwise overlook hard truths.
A quote that guides you:
“Be nice to people on the way up, you never know who you’ll meet on the way down.”
