With International Women’s Day just behind us—and with the understanding that one day alone cannot capture the contributions of women—we’re dedicating the month of March to highlighting voices from across the industry through our IWD Voices series. Leaders will share their journeys, experiences, insights, and the lessons that have shaped them.
Next up, we speak with Emma Barratt, Global Executive Creative Director at Wolff Olins.
In our conversation, Emma reflects on what this year’s IWD theme means to her — the right to want more and the power of recognizing you have agency to act — and how her understanding of fairness has shifted as she’s encountered the entrenched biases that talent alone doesn’t dismantle.
She also discusses where progress for women at work still demands attention, from double standards in feedback and evaluation to the risks posed by back-to-office mandates, and shares how mentoring has become a meaningful way to show up for others as the mentor she never had.
The theme for International Women’s Day 2026 is “Rights. Justice. Action. For ALL Women and Girls.” What does this mean to you professionally and personally?
For me, it’s about not being a victim of your circumstances, not accepting the status quo or the hand that you’ve been dealt. Taking charge of your own destiny, no matter how tough the circumstances you face. You have a right to want more, but when you realise you have agency, you’re empowered to take action.
Professionally it’s about breaking the mould, choosing to not fit into anyone else’s version of what they expect you to be. Creative teams thrive on a diversity of thinking, so lean into your strengths and what got you there in the first place. If you’re expected to fit in, then it’s time to go.
How has your understanding of fairness changed as you’ve gained experience and seniority?
Integrity is such a deep-rooted value in me. I think it’s because I’m Northern (North England) and pride myself on treating people fairly, no matter who they are or where they’ve come from.
When I started out I thought everybody else was like that, and I’ve had to realise that to create a fairer playing field means actively challenging the biases that often come from long-established privileges that have nothing to do with talent.
As conversations around women and work have evolved, what do you think has genuinely improved—and where do you think more attention and action are still needed?
We should take a moment to realise how far we’ve come in the last decade or so. I started rewatching Mad Men recently, it’s a painful watch because I realised most of the biases and hierarchy was how it was when I stepped into industry, and it just isn’t like that anymore. The generations coming in now have a completely different attitude and expectation, which I applaud. We still have a way to go but pay, visibility, and opportunity has come a long way.
Men tend to get action-based feedback, whereas women tend to get more personality-based feedback.
The danger is we slide slowly backwards through things like the back-to-office mandate, which will hit women disproportionately. We need to stay alive to the double standards. Women are often held to higher standards in the workplace than men and this affects promotions, evaluations and expectations.
Men tend to get action-based feedback, whereas women tend to get more personality-based feedback. It comes down to women having to show more evidence of competence to be judged to be capable, which is ridiculous.
The hidden biases are the ones we need to address next; they’re cultural and need us to all actively challenge them.
Is there a project or initiative you’ve worked on related to women’s empowerment that you’re particularly proud of? What made it meaningful to you?
Mentoring has become really important to me because it was something I never had but desperately craved. There were many times I was lost, or needed advice, and I had nobody to turn to. As I became a director, I looked around and realised there was nobody who shared my perspective or could empathise with my challenges, and this made me determined to become the mentor I never had.
Mentoring has become really important to me because it was something I never had but desperately craved.
Today, I make time to support a wide group of people; people I work with, clients, people who reach out to me. It’s not just the female perspective, but how that overlaps with different countries and cultures, neurodiversity, people from disadvantaged backgrounds, even young mums returning to work. I’m excited to be joining the LIA mentor programme this year.
What responsibility do senior leaders have in shaping more equitable workplaces, beyond statements or policies?
Lead by example. Don’t pull the ladder up. Create cultures you wish you could have had.
What is one change you would like to see in workplaces for the next generation of women?
Stop applying a double standard to women. When women don’t fit the mold they’re often called aggressive, emotional, sensitive, defensive. Men are often praised for the same behaviours women are held back for. I’ve personally found women to be more guilty of applying this standard, it’s something that needs more attention.
Quick Hits
A trend you are excited about, or not excited about
I’m completely over the discussion about AI speeding us all up. Great work is great work, regardless of the tool you use to make it. If you enjoy it, embrace it. If you don’t, that’s okay too. But don’t confuse speed and the ability to create lots of options, with the real value of creating something unforgettable. Clients should take note as much as creatives.
A creative campaign or representation of women that inspired you or made you feel seen
K-Pop Demon Hunters. Ramen-devouring, punchy, multifaceted, stylish, funny, dorky. Unapologetic about who they are. Reminding us all not to hide who we really are. Watching the England Lionesses dancing to Golden after their Euros win last summer was everything.
A piece of advice that stayed with you longer than expected
‘Change the way you speak about yourself and you can change your life. What you’re not changing, you’re also choosing.’ – Bruce Lee
