We are dedicating the entire month of March and part of April to spotlighting voices from across the industry as part of our IWD Voices series. Leaders will share their journeys, experiences, insights, and the lessons that have shaped them.
Next up, we get some insights from Shannon Bell, Group Creative Director at M+C Saatchi Australia.
In our conversation, Shannon reflects on what this year’s IWD theme means to her and recalls an early career role model who shaped her approach to leadership. She also shares her perspective on fairness and how it must be applied broadly, not narrowly.
She also discusses what has and hasn’t changed for women in the workplace over her career, the ActionAid Australia rebrand she worked on, and what senior leaders owe the next generation beyond words. Shannon closes with a question she’d like workplaces to start asking about the unpaid domestic and care work women disproportionately carry.
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?
I love this theme so much. It puts the focus exactly where it should be. Too often, we look at feminism through a very limited lens. Especially in the current political landscape, we need to look broadly and take action that benefits ALL women and girls.
What first drew you to your industry, and was there a defining moment that set your career in motion? Was there a role model who influenced you early on?
I was drawn to this industry for the opportunity to work alongside creative, smart, hardworking people. Early in my career, I worked at Ogilvy in Sydney when Sally Kissane was Managing Partner at OgilvyOne. She led with zero ego and a sense of humour, which are qualities I greatly admire and try to emulate.
How has your understanding of fairness changed as you’ve gained experience and seniority?
My view on fairness hasn’t changed much over my life. Fairness can’t have a narrow or individualistic focus. It should be a principle to live by, and broadly applied. Yes, it’s our duty as leaders to create a work environment that’s free from inequitable treatment and discrimination, and supports everyone to thrive. But in a world that is fundamentally unfair, we need to be thinking much bigger about where we can have influence.
Fairness can’t have a narrow or individualistic focus. It should be a principle to live by, and broadly applied.
There’s a great campaign at the moment from ActionAid Australia that’s all about the unfair distribution of the impacts of climate change. It highlights that rich countries like Australia are driving climate change, yet women across the Pacific and in the global south are paying the heaviest price. As Australians, this is something we can and should act on if we genuinely care about fairness.
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?
Over my career, things have changed around understanding the needs of working parents for sure. There’s more leeway around that for both men and women. But the structural issues remain pretty much the same. Society undervalues women, and until we can address that at a fundamental level, we won’t see genuine progress in outcomes.
Society undervalues women, and until we can address that at a fundamental level, we won’t see genuine progress in outcomes.
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?
We worked with ActionAid Australia on their rebrand several years ago. It was so refreshing to work with a charity that is proudly feminist to help them articulate what they stand for, and create a brand that enables them to mobilise really quickly to raise funds in times of crisis. I’ve been a regular donor and supporter of their work ever since.
What responsibility do senior leaders have in shaping more equitable workplaces, beyond statements or policies?
You need to lead by example and take action rather than just talk.
What is one change you would like to see in workplaces for the next generation of women?
I think it would be really interesting if workplaces started recognising the extra unpaid work that women do in the home. We acknowledge the gender pay gap, and there is at least a conversation around trying to address it. What if we also acknowledged that women spend 2.5 times more hours every day on unpaid domestic and care work than men? How might we implement policies to redress that imbalance?
Quick Hits
A trend you are excited about, or not excited about
I absolutely love how open today’s teenagers are around menstruation. My daughter’s friend group has an app that lets them track each other’s cycles, which is wild when I think back to how much secrecy and shame there was surrounding periods when I was her age. There are period products freely available in the bathrooms at school, and in our public library. I love how the stigma and some of that extra burden is just gone.
A creative campaign or representation of women that inspired you or made you feel seen
I was feeling a bit left out of the whole period revolution, as I don’t experience monthly bleeding. So I felt very seen when Clue introduced a feature that lets people track their cycle even if you don’t have a period. It was a great example of a product listening and evolving in response to its audience’s needs.
A piece of advice that stayed with you longer than expected
Always judge people by their actions, not their words.
