Why does Women With Agency exist? Do we even need it?

Women With Agency exists because the discrepancy between male-founded creative businesses and female-founded creative agencies is still huge globally. While female CEOs and MDs of creative agencies are increasing slowly, women founding their own legacy businesses continue to dwindle or they are unable to attain big business growth necessary to become the next BBDO, WPP or JWT.

WWA aims to encourage women to start founding their own agencies by levelling the playing field that will allow them to grow, attain the profits necessary to maintain their business and have the resources and capital to be fair competitors to their bigger counterparts. Pitch lists for creative work are notoriously difficult to land for smaller, independent agencies on big work, and are often restricted to the closed networks of the few large agencies who dominate the playing field.

Bec Brideson, founder of WWA, is the sole founder of one of Australia’s most successful female-led creative agencies in Australia - Venus Comms. While Venus has won top-tier creative worked and worked with some of the biggest brands in Australia, Bec Brideson is aware of how hard it has been for her and her peers also wanting to pursue similar routes. She founded WWA as a way to help female founders in comms attain the opportunity to win big business which would enable them to grow into the kind of success that everyone should be able to achieve - regardless of their gender.


Isn’t this just more quotas? That’s unfair to male-founded creative businesses, and the female founders I know want to win business based on their skill and talent, not their gender.

These aren’t quotas. Nor is this about giving away business based on a marginalised or token characteristic.

This is about giving female-founded businesses the chance to win the business and grow their agency. It is not a sure thing that a female founded agency will win the business - they still have to produce the work and ideas and meet the client’s criteria in order to win. We are about equal opportunity, not equal outcome. There must still be a demonstration of competence and skill and in the end, it is up to the client to choose who wins the work - not us.

Male-founded and run creative businesses can still count on being part of the pitch, and female-founded and run creative agencies can still count on winning based on their skills and talent.


I’m a female-founded business, how can I join up?

Go to our home page and click on the register button, fill in your details and hit send! Don’t worry about getting it wrong, we’ll make sure to follow you up and let you know next steps.


Does joining up cost me anything?

If you’re a female-founded business, registration will now and always be free. These lists and reform policies are here to help you make more money, and get more opportunities. Not us.

If you’re a pledge, while there is no financial commitment to us – there is a significant commitment to working with the WWA in order to enable better procurement policies. Register for now, and we will let you know ways you might benefit further soon.


What qualifies me to be a Pledge?

There are three things we look for in Pledges for now:

1. You are a business corporate and/or brand with <200 staff, and revenues in excess of $10 million OR you are from an Australian government department,

2. You have a leader who is committed to leading this change within the business.

3. Your business is committed to working with the WWA to institute these processes and eventually gain full registration and Women with Agency supplier certification.

If you do not fit as a Pledge but are keen to support us or take on your own gender smart procurement policies, do not hesitate to get in contact. We will be expanding the category soon to include other types of businesses, but would love to hear from you regardless and how we can get you involved.


What qualifies me to be a Female Founded Creative Business?

We are either looking for:

1. You are a creative business that was founded by 100% women. It does not need to be run by them.

2. You are a business that is 50% run by women who are in equal places of power with their male counterparts.


What exactly am I promising when becoming a Pledge?

Your pledge shows your willingness to:

1. Commit to undertake new gender smart procurement practices

2. Include this pledge of governance in your policy and mission statements

3. Source women-owned agencies from the WWA list on each and every creative pitch

4. Work with WWA to execute and apply these new procurement practises in your business

5. Continue to report, and comply with guidelines around new procurement practises


What can I expect as a Female Founded Creative Registered Business?

You can expect action! Expect to be called, expect to be qualified and considered by brands you never imagined you’d work for.

And expect to pitch! Start getting ready to work.


Does Women with Agency include all women?

Women with Agency uses an all-inclusive definition of women including trans-women and femme-identifying individuals. If you’re unsure, please don’t hesitate to contact us.


I don’t fit in as a Pledge or Female Founded Business but want to help. How can I do so?

Get in touch, we don’t bite and our arms are open.

We want your help as much as anyone else! Shoot us an e-mail, telling us how you might think you could fit in or how you would like to contribute.