In marketing, we pride ourselves on precision.
We build strategies to reach the right person, with the right message, at the right time. Billions in media spend hinge on this simple equation. Yet when it comes to people, we often leave too much to chance.
Careers are not shaped by ability alone; they are defined by access, timing, and advocacy. I know this firsthand, because throughout my career the presence of strong mentors has made all the difference. Sometimes it was a quiet word of encouragement after a tough meeting, other times it was someone backing me for an opportunity I wasn’t sure I was ready for. Those moments stayed with me, shaping not only my path but also the kind of leader I strive to be. That is why mentorship matters, and why it should never be left to luck.
The 2025 Women in Media report revealed that only 1 per cent of women feel the industry is truly committed to equality. Just 1 per cent. That means almost every woman is moving through her career without a real sense of support behind her. In an industry built on connection, that absence is not just a statistic. It is a daily reality, and the weight of it is impossible to ignore.
And when people feel unsupported, they leave. The cost is high. Replacing experienced talent can cost up to twice their annual salary. But the greater cost is personal. Every person who walks away takes with them their ideas, their perspective, and their leadership potential. These are things that cannot be replaced with a job ad.
Mentorship Beyond the Program
There is no doubt that structured programs have value. Initiatives like Equality Elevate are essential for opening doors at pivotal moments, whether it is graduating from university, returning from parental leave, or navigating a career transition. These frameworks do more than provide consistency. They make sure talent is not overlooked and that everyone has the chance to keep moving forward.
But mentorship cannot be something we outsource only to formal schemes. To truly change the culture of our industry, we need mentorship to be an everyday practice. That means paying attention to the people around us, whether it is your manager, direct report, or even your client, and carving out time to listen, guide, and advocate.
A mentor doesn’t have to be the most senior person in the room. Sometimes it’s your colleague sitting beside you, or even a junior who sees things differently. What matters is noticing, offering encouragement, and sharing perspective when it’s needed. Many of us are already doing this without naming it. The challenge is to see it for what it is, and do it deliberately.
Why Women Mentors Matter
When women mentor, they do more than guide careers. They shape what leadership looks like. They show the next generation that success is not reserved for someone else, it is possible here and now. Representation multiplies impact.
And the benefits flow both ways. For mentees, mentorship delivers confidence, clarity, and connection. It can turn hesitation into leadership. For mentors, it sharpens listening, builds empathy, and often reignites purpose. Many women discover that in mentoring others, they re-learn the value of their own journey.
Making Mentorship a Habit
If we want to keep our brightest people, mentorship cannot be occasional or optional. It has to live in our culture and in the way we show up for each other every day. That means supporting structured initiatives when they matter, but also taking every opportunity to notice talent, open doors, and create space for others to grow.
So here is the invitation: if you have ever helped a colleague see their own strengths, you are already mentoring. The challenge now is to step into it deliberately, consistently, and with pride.
Right person, right message will always drive our campaigns. But right mentor, right moment is what will secure the future of our industry. And for me, that future is personal. I would not be here without the mentors who backed me, and now it is my turn to carry that forward. Because every time we choose to guide, support, or advocate, we are not just shaping one career. We are shaping the culture of our industry for the better.
By Amy Weatherlake, Business Director. Read the original post here.back to news
