Last month, the IMAA launched its Female Leaders of Tomorrow programme as part of its commitment to fostering long-term diversity and inclusivity across independent media agencies nationally.
The six-month IMAA programme aims to create a support network between accomplished industry leaders and their mentees by matching senior staff with up-and-coming women in indie media agencies for knowledge-sharing and professional development opportunities.
One of the IMAA mentors involved in the programme is Cathy O’Connor, CEO of oOh!media, who tells Mediaweek about what mentorship in the industry means to her.
What’s the most important/best piece of advice you’ve received during your career?
“I was taught early on to ‘play the long game’ in my career. By that, I mean try not to be too reactive in your career decisions. Sometimes, staying the course, opportunities open up that may not seem there at the time. This has always paid off for me.
“The other piece of advice, which I like to share is ‘Be useful.'”
Did you have a mentor, and what did they teach you?
“I have had several mentors. The main benefit from them has always been to hear about and learn from their experiences. Sometimes just reassurance that things will be OK as they’ve lived through many of the similar challenges you may face at work, is all that is needed to keep your confidence levels up. Mentors can also be motivating when they help you to think more clearly and suggest ways forward.”
What does mentoring mean to you and why is mentoring important?
“Mentoring is a balance of listening and sharing advice. It’s a way for me to impart and give back to the next generation of leaders. It is important that the rules of engagement are understood by both parties and that the mentee feels comfortable and able to express their needs in the mentoring relationship.
“Good mentoring should add value to a mentee and in the process make them more effective in their day-to-day role. That’s good for humans, business, and society.”
Why is it important to have more women leaders in the industry?
“Women are more than half the population and should be represented in that proportion in all walks of life. Strong data now shows that a diverse workforce leads to stronger growth for any company or organisation. Female leaders bring a diversity of perspectives and styles and any organisation that effectively only plays to half the gene pool is limiting their success.”
What’s on your business reading and podcast list?
“Currently reading Great Change by Adam Bennett – a good read for anyone going through change and digital transformation, that is, all of us!
“Weekly Podcast ‘long’ menu:
The Daily – New York Times
The Fin – Financial Review
The Party Room – Kelly & Karvelas ABC
Unmade – Media & Marketing pod by Tim Burrrowes
Ukrainecast – BBC
Pod Save America – the US political podcast by Crooked Media
Making Sense – Sam Harris
The Tim Ferris Show – Tim Ferris interviews successful and high performing people from all walks of life
a16Z – Technology and related topics
and when it updates periodically The Lady Vanishes (7News)”