‘I was very acutely aware of being different’: Industry leaders unite to improve cultural diversity in adland
Four industry leaders have joined forces to launch a new initiative championing people from culturally diverse backgrounds, with hopes to increase the number of ethnically-diverse executives and managers. Speaking to Mumbrella, one of the founders explained why such an initiative is needed.
While Australia is one of the most culturally diverse populations in the world, with one in five Australians speaking a language other than English at home, the country’s marketing and advertising industry does not properly represent said population. Only 29% of those in entry-level positions across the industry come from culturally diverse backgrounds, with the number decreasing to just 12% at the C-suite level.
Enter Smelly Lunch Stories.
Developed by It’s Friday’s Michelle Miroforidis, BWS’ An Le, Mediahub’s Linda Fagerlund, and Dentsu Creative’s Graham Alvarez-Jarratt, the new initiative hopes to boost an industry where people from diverse backgrounds can belong, and build careers as future leaders.
United by similar childhood experiences – that being their lunchboxes didn’t look or smell like everyone else’s – the four hope to acknowledge the current state of the industry, share success stories, understand the lived experiences of ethnically-diverse leaders, and break down the current cycle to create change.
(L-R): Graham Alvarez-Jarratt, Michelle Miroforidis, Linda Fagerlund and An Le
“Our industry has so much power in shaping the stories that the brands we represent share to society and culture at large,” Miroforidis told Mumbrella. “And we have a huge responsibility to represent the broader, diverse population that our country has, but we can’t do that without diverse voices in the room.”
While the problem isn’t attracting diverse talent, it’s keeping them. According to the Advertising Council Australia’s 2024 Create Space Census, one in five who identified as being an ethnic minority felt they do not belong at their company.
Miroforidis reflected on her own experience, saying she had times where she felt different when she entered the industry.
“There were times where I felt different or I felt that I had to be a lot more conscious of how I spoke, when I spoke, and how loud I spoke,” Miroforidis said.
“I was very acutely aware of being different and being really conscious of how I communicated and expressed myself. It wasn’t until I gained confidence in the industry, which came with years of experience, I felt more comfortable in my own skin. That’s when a person will start bringing their authentic self to the workplace, and I was able to do that.
“And that wouldn’t have happened without the help of other ethnically-diverse peers and mentors – which is why we’ve really grounded Smelly Lunch Stories.”
Through a series of in-person events, where culturally diverse industry leaders will come together to share their own smelly lunch stories, the initiative hopes to showcase representation in leadership and encourage those in the industry.
The first Smelly Lunch Stories event will take place on October 31 at Kyiv Social in Chippendale, Sydney.
It will feature BWS’ and Smelly Lunch Stories’ An Le, Gambol Creative’s Camey O’Keefe, Pedestrian.TV’s Chris Wirasinha, and WPP’s Rose Herceg, in partnership with lifestyle publication Urban List.
“There’s real power in hearing the stories of others, especially when you’re able to remove yourself from your daily office environment. Ultimately, we want these events to inspire ethnically diverse talent, and also the broader community,” Miroforidis said.
“Food will always be present at these events… It’s a really powerful way of bridging any sort of barriers, it helps people to feel comfortable, and it really creates a warm and welcoming atmosphere.”
Tickets are available here. For each ticket sold, a meal will be provided to Sydney’s marginalised communities and Ukrainians in need, via Kyiv Social’s Plate It Forward initiative.
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