Talent is everywhere. Opportunity isn't

The creative and communications industries have no shortage of brilliant talent. Ambitious, capable women and non-binary people, many from underrepresented backgrounds. So why are so few of them leading the agencies they help build?

According to the 2026 Agency by Agency Atlas, just 19.7 per cent of more than 25,000 UK agencies are women-led. Fewer than one in five. For industries built on fresh perspectives and diverse thinking, that's a pretty uncomfortable statistic. And the women who do make it into leadership are often already stretched thin, juggling their jobs with the added responsibility of championing gender and cultural representation. Why should the responsibility for bringing the next generation up fall on the same handful of people?

Career progression isn't determined by talent alone. Who you know, who knows you, and who's willing to put your name forward can make an enormous difference. For some, those connections simply don't exist. And you can't be what you can't see.

Nine years ago, I was six months into my first advertising agency job in Brisbane when my managing director handed me $200 to organise an International Women's Day morning tea. Cupcakes. Coffee. A nice little celebration. Instead, I pitched her a mentorship programme.

I was fortunate to work alongside incredible female leaders. Our managing director, Simone, was one of very few women leading an agency in Brisbane. Our heads of production, client service and digital were also women. Without realising it, I was being mentored by them every day. I could look around the office and imagine myself in their shoes. But friends working at other agencies didn't have that same experience. They couldn't see people like themselves in the positions they wanted.

I wanted to give others access to the kind of leadership and guidance I'd been fortunate enough to experience. Thankfully, Simone said yes. That yes became Assisterhood. We launched with five mentors, five mentees and a six-month programme. Nine years later, we've grown across Australia, connecting hundreds of people through mentorship. Some of those original pairs are still in touch today.

One of the biggest things I've learned through Assisterhood is that talent is everywhere, but the encouragement to pursue opportunities isn't always equally shared. I've seen incredibly capable women talk themselves out of opportunities before they've even applied. They read a job description, see ten requirements and convince themselves they need to meet all ten. Sometimes 11. Meanwhile, others seem perfectly comfortable throwing their hat in the ring with less than half the criteria. I’ll leave you to guess who.

It's not a question of capability. It's about who feels they have permission to take the shot, and who has someone in their corner encouraging them to do so. Sometimes, all it takes is someone saying, "Why not you?" That's what mentorship can offer. Not just advice, but the confidence, perspective and connections to pursue opportunities you might otherwise have talked yourself out of.

Having made the move to London myself, I've realised that the challenges that inspired Assisterhood in Australia don't stop at the border. The talent is here. The ambition is here. But access to the right people and opportunities isn't always equal. So why should the solution stop at the Australian border?

Our founding London mentors know what a difference it makes to have someone in your corner. Now they're choosing to be that person for someone else, sharing their experience, networks and influence to open doors that might otherwise remain closed.

Mentorship won't solve every inequality in our industries, but it's a practical place to start. If you're in a position of influence, you might not realise how much weight your words carry. A passing conversation or a piece of encouragement could stay with someone for years. And if you're wondering whether you're ready for the next opportunity, there's one thing I'd love you to remember. It's okay to ask for help.

But creating a more representative industry can't fall on individuals alone. More of us need to take responsibility for sharing what we know, making room for others and opening doors.

Because talent is everywhere. It's time opportunity caught up.

Applications to join Assisterhood UK can be found at the website.

Linh Diep is the founder of Assisterhood and business director of Droga5 London