ADMATIC celebrates 50:50 leadership balance as Danni Sparkes joins agency


• Business and media director Danni Sparkes leads the agency’s new Canberra office

ADMATIC is celebrating expanding their agency under a gender-balanced management line-up.

The independent media agency has expanded across a range of new and existing APAC regions with teams under the helm of managing partner Sarah Melrose.

Appointed in 2019, Melrose previously held senior roles across programmatic trading and media management. Since joining the team in 2019, Melrose’s role has grown with the expansion of the business, acquiring Virgin Active (APAC), University of Wollongong and Canberra based energy provider ActewAGL.

The agency’s commitment to diversity is now marked by increased female leadership representation, with the leadership line-up currently at a 50/50 gender balance and hired based solely on merit.

Melrose said: “Having a diverse talent workforce is critical moving into 2022, and I am all too aware of the imbalance across females in advertising in leadership positions. At last count, 61% of media agency employees are female, yet only 34% are CEOs or Managing Director level.

“Whilst there are steps being taken across the industry, the Advertising Council Australia’s ‘Create Space’ census will reveal if we’ve moved forward as an industry to address this gap. This is especially important to highlight on International Women’s Day.”

Admatic’s recent wins have this year been marked by further expansion and hiring of female leadership, with the official opening of a Canberra based office led by business and media director, Danni Sparkes, who brings plenty of client-side marketing strategy knowledge and experience.

Sparkes said: “Joining ADMATIC was an easy decision to make. I am thrilled to offer up the incredible media buying and programmatic capabilities from our national ADMATIC team to our clients here in the capital, and surrounding NSW regions.”

ADMATIC’s fresh approach to workplace culture, championed by Melrose, provides a wide range of initiatives and something she is very proud of.

In addition to quarterly wellness days to promote positive mental health, ADMATIC offers fully flexible working including a newly launched 9-day fortnight.

ADMATIC employees have the opportunity to adapt to compressed hours with no changes in remuneration to employees and to clients no changes to client service or work output, whilst enjoying the benefit of a regular scheduled additional day off once a fortnight.

Melrose says: “Business leaders that don’t adapt to flexibility should not be shocked to find that their workforce seek opportunities elsewhere this year. During the pandemic, people’s priorities have changed, lifestyles have changed, so it’s no surprise that employees are seeking alternative working patterns for even greater flexibility to suit their changed lifestyle.”

The benefit, in particular to women with childcare needs, for a compressed working week is invaluable to provide an additional day at home, whilst still working full time. Something Melrose hopes will attract and retain top female talent in the industry.

Top image: Danni Sparkes (left) with Sarah Melrose (right)

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