Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

Women of Tomorrow Winners 2014

View the ten winners of the 2014 Women of Tomorrow competition; an initiative from the IPA and Campaign to find the female industry leaders of the future. Read their submissions and watch the comments from the high-profile judging panel to see why they stood out.



Kit Altin
Click to view summary
5 years ago we hired Kit as a young digital planner to help Leo Burnett transition from ATL to integration, but we had no idea how much of a change there was about to be for our creative work, mentoring strategy and even the structure of our Group.

On arrival she led the pitch that won the agency its first digital account (Pantene) and quickly synthesised the best of old and new planning skills to deliver ground breaking and award-winning multiplatform work on every account she has worked on (including a Gold at the Marketing Society Awards for McDonald's' "We All Make The Games"). She has inspired and educated her colleagues, and been tenacious in persuading clients to buy innovative work and in getting that work out the door.

However she has been a pioneer of new ideas far beyond this.

Kit had been enjoying her involvement with external charity projects including Festinho, a successful volunteer-run music festival, when her friend and colleague Alice Hooper returned from The International Exchange in Brazil. They envisioned a new agency collective dedicated to making powerful communications with a social impact: Change. It aimed to energise the agency from the inside; fill the gap left by the end of our 30 year collaboration with government agencies and give people exciting opportunities to feel rewarded by their work. Kit and Alice made this compelling case to the Board who launched Change in August 2011. Change pitch wins include UNICEF, RNLI and The Multiple Sclerosis Society. Their recently-launched experiential RNLI campaign has already won several DMA awards and is shortlisted for 5 MAA awards. Their campaign for Cocaine Unwrapped was a Campaign School Report creative highlight. Their BITC campaign Ban The Box was hailed worldwide as a completely innovative use of technology. None of this would have been possible without her truly integrated approach.

Kit leads teams in a hands-on and collaborative way,encouraging creative,strategy and account handling to work fluidly together rather than passing a baton. She enables people to broaden their skillsets and work in new ways: for her D&AD White Pencil briefing,she briefed the whole agency at once,inviting people to create teams from any area of the Group. The result of her engaging brief and innovative process was a real live missile launch.

When not running Change, Kit leads planning for an international portfolio of P&G laundry brands. She has transformed the way the clients work with their brands by developing a new brand model and always pushes for the most exciting creative possibilities.

Her talents as a teacher and mentor are extremely strong. She has been invited by D&AD to teach on their prestigious training courses, and has used her own experience of becoming an integrated planner to become the official mentor and coach for our digital-background planners,as they make the difficult transition from one skillset to another. Her colleagues recently voted her a Leo Burnett "Star Reacher"- someone who really makes a difference.
Laura Chaibi
Click to view summary

What makes great leaders? Passion, Commitment, Charisma, and... Sheer grit
Our woman of tomorrow, Laura Chaibi has these qualities. She leads from the front and invests heavily in pushing her team and industry to keep running and preparing for tomorrow in this fast paced tech world. And why is she a leader for tomorrow? Because others rise to the occasion to follow her and she inspires others to aim higher.

Laura Chaibi manages an award winning team of 20 across 10 locations globally. Her vision inspires others, consistently delivering insights that shape how others think and plan for future success. This is affirmed through results.
• Helped sales hit their targets, and the business successfully take risks
• Recognised internally and externally as an inspirational leader
• Industry recognition having won numerous industry awards

Great leaders focus on the bottom line
Laura has strategically aligned her team to support the top 10% of clients, offering strategic consultative research programs. Since 2009:
• Revenue supported by her team + 400%
• Average deal size supported by research up +300%
• Sales had a +43% YoY growth target to achieve partnered with Laura’s team +60% YoY growth was delivered

Great leaders take risks and embrace change quickly
Laura successfully proposed 4 businesses invest cases in the last 3 years aligned with other business units. All were approved and driven revenue, business impact and innovation to Yahoo.
Examples include:
• Designing a consumer centric, strategic decision making framework for approving innovative ad formats. The EU leadership team met and decision making was done in record time for immediate use in 24 hours.
• Helped the Ad Technology unit secure 9 extra headcount to deliver gold standard solutions

Great leaders invest in tomorrow’s leaders
Laura’s internal reputation is also unprecedented - In Yahoo’s 2013 annual employee survey, CEO Marissa Mayer flagged Laura as one of the few managers with a 100% manager effectiveness score. Another internal survey revealed Laura to be one of the most effective leaders out of 8000 managers within Yahoo. Within her Industry, she has been invited twice by the Market Research Society to be a judge for the annual awards.

Cultivate success
In 2013 Laura’s research team claimed 9 industry awards including the Hollis Sponsorship Awards in which Yahoo was the only digital company shortlisted and winning for ‘Best Research’ for ‘subconscious storytelling’, proving branding and sponsorship online works. This year, their work on Oscar winning film Life of Pi won three awards at three separate award ceremony’s including an IPA Media Owner Award for ‘Best Online Campaign’.

Laura also found time to file her first patent application with the US patents and trademark office. This makes her one of the only people in the UK office in the last three years to apply for a patent and succeed.

Laura has shown both direct impact to the growing success of Yahoo in addition to having an inspiring managerial influence on her subordinates, peers and business leaders. She has done this whilst continuingly gaining countless other significant achievements making her our ‘Woman of Tomorrow’.

I’ve worked with Laura on several ground breaking projects. Why do I love working with her? Because of her vision. Work with Laura, and you're genuinely exploring the future. Whether it's predicting how technology will change our beliefs and behaviour, or understanding exactly where mobile media's going to fit into our lives... after a project for Laura you're guaranteed to never look at the world in quite the same way again. She always pushes the boundaries of what research can achieve and constantly inspires us as an agency. Everyone needs a client like Yahoo and the opportunity to work with someone who has vision like Laura.
Neil Lovell, Brand Director, BASIS!
Nazia DuBois
Click to view summary

Nazia brings to her work a range of experiences that few people gather in a lifetime, let alone by their early 30s.

Raised in Bangladesh and Saudi Arabia, Nazia grew up experiencing daily the overt double standards imposed upon women in so much of the world. She knew that in order to make a difference, she needed first to broaden her horizons. At 15, she won the sole Bangladeshi scholarship to the United World College in Hong Kong, which has as its mission the grooming of future global leaders. She went on to gain a First in English from Oxford (a first for a Bangladeshi) and then an MPhil with distinction in Modern Chinese Art, Literature and Anthropology, also on full scholarship. After a year studying Chinese Literature at Beijing University she won a place on WPP’s accelerated management program as a Marketing Fellow, and was quickly leading diverse client projects as a strategist, based out of London and Shanghai.

In 2008, she joined Ogilvy & Mather as their youngest Director, aged 26. She set up the Global Cultural Strategy unit, an anthropology-­based practice that aims to steer the advertising industry towards a more diverse view of the world that reflects the reality of the modern global consumer. As a girl in Bangladesh she vividly remembers watching work that felt like it was made by others, for others. Today she insists that global brands must first understand and respect consumers on their own terms, no matter who or where they are. In 2010, Nazia founded Ogilvy Noor, the pioneering practice aimed at helping global brands understand the Muslim consumer, and authored the award-­winning book Brands, Islam and the New Muslim Consumer. At the same time, as Global Planning Partner at Ogilvy, Nazia led strategy for Coca-­‐Cola worldwide, creating work which won 16 Cannes Lions. She also spent five weeks in a favela in Recife, Brazil, working pro bono with local students to create a communications framework for an educational charity.

In early 2012, Nazia took up the role of Global Head of Planning at DAVID, Ogilvy’s creative boutique in Latin America. She now thrives in São Paulo leading a start-­up that’s doubled in size in the past year. Fluent in Portuguese, Mandarin, English and Bengali, Nazia speaks at conferences wherever possible on the importance of opening up the industry to more genuinely diverse viewpoints, and pushes this agenda in recruitment for the WPP Fellowship. She campaigns actively for more women in the industry, especially at a senior level, and for more female creatives to bridge the divide between male creative departments and female consumers. She believes that the global advertising industry has a huge impact on people’s lives and perceptions, and a great responsibility to project the right messages to effect real, positive change.

In 2012 Nazia was selected to join the OMEGA Time for Women network for female leaders across industries. She is currently researching a documentary on female leaders in advertising. She still finds time to indulge her passion for cooking and is married to Joel, a Belgian-­Chinese semiotician.

Kathryn Ellis
Click to view summary

I have 10 years experience working on major campaigns at top creative agencies including Tequila/London, TBWA, DLKW and Dare. My area of expertise is strategic planning, and I now enjoy a senior planning role at Karmarama working across clients like Plusnet, Pilgrims Choice, BBC and Clydesdale Bank.

Throughout my career I have been a catalyst for new thinking for the benefit of my clients and the industry. This has earned me many accolades including a Gold IPA Effectiveness Award and the Charles Channon Prize for New Learning in 2009 and the WACL Future Leaders Prize in 2010. The former was awarded for innovation in digital measurement and effectiveness, and the latter for formulating a new definition of Corporate Social Responsibility for the social media age. In 2012 I collaborated on a study of post-recession youth aspirations, published in Marketing Week, that was pivotal in winning Karmarama new business from youth brands like BBC Radio 1and Republic. In terms of day to day client business I am most proud ofleading the hugely successful branding and communications for Plusnet broadband for the last 3 years, which has resulted in a 253% sales increase and a faster customer base growth rate than any other telecoms provider. I have also been responsible for planning multichannel campaigns on Pilgrims Choice that have seen them move from a poor number 4 cheddar brand with delists threatening, to a strong number 2.

More recently, I have begun teaching and mentoring young people who hope to enter the communications industries. I have taken part in charitable schemes such as "I am Creative" and "The Global Generation", where I work with teenagers to develop their creative and business skills through the creation of communications campaigns. In 2011 I decided to make education a more serious part of my career. I worked with institutions like University of Bedfordshire, Arts University Bournemouth and Buckinghamshire New University to give guest lectures and set live briefs. This resulted in an invitation from Southampton Solent University to become an Associate Lecturer, and I have been teaching the Account Management and Planning Module to final year students on the BA (Hons.) Advertising degree, one day a week, since 2012. In May I begin an MA in Creative and Media Education at Bournemouth University, which will develop my leadership in teaching and engage me with the latest thinking in education and media industries which should make me more effective as a Planner in the short term and an academic in the longer term.

To summarise, I believe I am a great candidate for the Woman of Tomorrow because I want my legacy to be more than just the campaigns and brands I have been involved in creating. I want to be fundamental in developing the industry as a whole through new knowledge and new talent, and to become a leader in communications education.

Vibha George
Click to view summary

"Women are something of a rarity in marketing production; in technical digital production they are almost entirely absent. We were delighted when Vibha joined us to lead digital production for 02, one of the biggest digital accounts in the UK. By getting to the nub of production problems quickly, by supporting the development of talent in her team and through well-directed recruitment, Vibha's leadership has transformed the delivery of 02's online marketing to the reliable and successful programme it is today." Ed Hornby, Director of Digital Delivery, VCCP.

Vibha runs a team of 10 digital producers who manage the scoping and delivery of 02's digital portfolio of work. This ranges from project work as part of bigger campaigns to more bespoke digital solutions.

Vibha believes it is vital to empower others with the skills they need, taking into consideration the personality and motivations of the individual to help them develop the right skills to be effective in their role. She says: "The organisation is more than the sum of its parts and you cannot serve the corporate goal whilst neglecting the individuals."

Vibha is currently mentoring three women on a monthly basis - two in project management in agency world and one working within the experiential world.

She says: "I approach each new project as an opportunity for growth for both the individual and the agency, with an openness and awareness that build on the team's skills and experience whilst embracing new creative and technological possibilities. The success of this approach is evidenced in the delivery of digital projects for the 02 account - one of VCCP's largest accounts - where the pursuit of digital innovation led to winning Campaign Agency of the Year, Campaign of the Year and FWA Site of the Day. All this is in addition to the successful delivery of innovative digital work on 02 Match day App, 02 Tracks, 4G and the 02 Tracks Lady Gaga campaign since joining VCCP a year ago."

Richard Berry, an ex-colleague from BBC 6 Music says of Vibha:

"She is always able to offer the most sound advice, make connections with the best suppliers and crystallise a brief for all parties no matter how technically or editorially complex. Delivery focused, dynamic, passionate and a wonderful energy to be around."

Vibha says that this is achieved through leading by example. Instilling a belief of accountability around delivery also benefits those that work on the project.

Vibha is committed to the development of the individual through supporting, inspiring and empowering. Her experience of speaking at events like She Says, mentoring female colleagues as well as her time as a school governor, has led her to apply to the Prince's Trust to mentor young people through their personal development to nurture the self-belief and aspiration that leads to success in the workplace.

Vibha says: "I have been able to encourage others to be inspired and to encourage women in digital to embrace technology and all it has to offer."

Alice Hooper
Click to view summary

Few people have made quite such an impact within Leo Burnett over the past couple of years as Alice. Back in March 2011, Alice went to Recife (one of the poorest regions of Brazil) on a placement with The International Exchange to work with street children, and in particular to help the charity CPP fundraise and build awareness of their work improving the lives of Recife's street children. Working with local advertising agency ARCOS, Alice helped develop a multi-channel campaign that is still being used on an on-going basis by CPP today.

When Alice returned to London, she knew she wanted to do something positive as a result of the powerful experience she had had. Together with her planning friend and colleague, Kit Altin, Alice put the case to management for setting up a division within the Leo Burnett group dedicated to not-for-profit communications. In addition to setting targets for new business and creative awards,their proposal highlighted the very real benefit for Leo Burnett of having a new stream of diverse, challenging and morally inspiring clients, coming as it did at a time when Leo Burnett's involvement with government communications was coming to an end.

In August 2011, Leo Burnett Change was launched to the Leo Burnett London group. Alice had been inspired by the Ghandi quote "be the change you want to see in the world", which gave the new division its name.

Since its launch, Change has won the RNLI Coastal Safety and The Multiple Sclerosis Society accounts. Work for the latter is due out later this year, whilst the 'Respect the Water' campaign for the RNLI has already won numerous DMA awards and is shortlisted for 5 MAA awards. Most pleasingly the work showed initial signs of reaching parity on awareness measures with much longer established national governmental safety campaigns and has even demonstrated reported shifts in behaviour.

Change has also produced campaigns for Cocaine Unwrapped (singled out by Campaign as one of Leo Burnett's finest in their 2012 school report); Peace One Day (shortlisted for a D&AD White Pencil); Business in the Community's Reducing Re-offending through employment and continues to undertake work for Plan UK and Tommy's.

In addition to running Leo Burnett Change, Alice is a Board Account Director on the Kellogg portfolio and runs the RNLI business. She consults for Rosa, the UK's fund for women and girls, on their communication strategy and is involved on the steering committee of Leo Burnett's Viva Women group - part of the Publicis-wide women's network. She also partakes in fundraising activities for charities close to her heart including the Alzheimer's Society and ZANE (Zimbabwe A National Emergency).

Finally,having been diagnosed with dyslexia when she was 8, Alice is very keen to make the path into advertising easier for those who have dyslexia and is looking into how Leo Burnett Change can help to drive this initiative forward.

Sophie Lewis
Click to view summary

Sophie has a unique and remarkable relationship with ideas.

In an industry driven and defined by creative expression, she's had an unusually close relationship with the generation of ideas throughout her career. Even as she started as an Account Manager at DFGW and then BBH she zoned in on creative work. Not only did she work on Virgin, Boddingtons and Levi's, she also set up the Culture Club at BBH which earned her attention and a seat at Board meetings before she was on the Board.

But it was her move, in 2006, to Mother, as a Strategist, that allowed Sophie to accelerate her connection with creativity. She was a key player in the launch of the hugely successful 'Here Come the Girls' campaign for Boots and after a short stint at JWT, she was reunited with her retail love and joined AMV to take the strategic lead on Sainsbury's.

In the three years she has looked after the brand Sophie has overseen the commercial powerhouse that is the 'Live Well for Less' campaign, their game changing Paralympics sponsorship and the recent festive work - Christmas in a Day. This roll call of great work, which has delivered commercial and creative success, would be impressive enough without there being a secret fact lodged within it.

"Sophie brings originality to everything she does and as a result improves the creative work on every account she works on. She is too modest to ever take the credit herself but the outstanding 'Christmas in a Day' campaign was Sophie's idea."
Bridget Angear, Joint CSO, AMV BBDO

An ordinary agency meeting became an extraordinary moment when Sophie combined insight about her target audience with a germ of an idea and casually suggested that "wouldn't it be great to ask Kevin McDonald if he'd do Christmas in a Day." One year, 360 hours of other people's Christmas days, months of intense team work and 1.2million views of Kevin's documentary later, the UK's most creative Christmas campaign was delivered. All thanks to Sophie's idea.

And she doesn't confine her creative thinking to work. Sophie writes poetry. She won the WH Smith Young Person's Poetry Competition aged 15, she was a finalist in the respected Eric Gregory Award and she works from her Brighton home one day a week on her creative writing. Sophie doesn't write for public recognition but she does hope to have her work published one day.

Sophie not only writes, she also sings in our choir and our band. She recognises the power of creative expression and believes in the ability to work in a way that stimulates a really full contribution to our industry. She already has a remarkable suite of work to her name which will only continue to grow as she works and writes for us and for herself.

Felicity Long
Click to view summary

I am incredibly passionate and excited about the media industry, especially digital. I am driven by doing my job to the very best of my ability and taking others on the journey with me! My enthusiasm is infectious and I’m a role model for demonstrating that with enough commitment, hard work and a little helping hand anyone can get where they want to be!

Last year I was instrumental in the restructure of Aegis business and the creation of Amplifi, our commercial and media owner facing operation, driving change throughout our business and creating value for clients. I managed to retain key talent during this time, losing no more people than I would have through natural churn on an average year and having some fun along the way. I also provided a blueprint that other areas of the business are now using for their own restructures.

I am a huge advocate of women in our industry and recently took part in a DAWN event, presenting around ‘how to turn the mundane into an opportunity’ to 80 women from various parts of the industry. I really pushed myself as this isn’t something I had done before, or something I felt particularly comfortable doing. Glad that I did as I found this a really rewarding experience and gained lots of insight from the feedback of the women that I had shared my experiences and advice with.

Throughout my career I have been lucky enough to benefit from amazing mentors and feedback, I’m delighted that I am now in the position to mentor people myself, I find this thoroughly rewarding. I currently mentor 5 people on a regular basis; one on my team, two from other parts of the business and two individuals who no longer work in this business.

I was selected for our fast track leadership program. Only 5% are invited on the scheme globally and there is a rigorous application process culminating in a presentation to senior execs from across our business. It is fantastic and stimulating being part of this group future leaders.

I am also passionate about the development of others and have designed and executed a six month digital training programme, training 100 individuals across the business. This training programme has been so well received that it is now being rolled out across several of our clients.

When I joined Carat last year it was our busiest pitch year ever. I was a core part of our UK and Global pitches representin g the best of our digital expertise.

Outside of my day job I am an active member of Aegis Reading for Success scheme at a local primary school. I get as much out as I put in; motivating a seven year old over a school year takes a really different approach and I’ve found it a really useful experience.

In my personal life I am an accomplished horse rider, understanding and bringing on a horse takes a great deal of patience and understanding, valuable skills.

Lucy-Anne Ronayne
Click to view summary
"She is 'real digital' in the way Kima Greggs was 'real murder police"'- Andy Sandoz, Creative Partner

Meet Lucy-Anne Ronayne, Creative Director, Work Club

Born in Ireland and educated in Central Saint Martin's, Work Club hired Lucy-Anne 4 months before she even graduated. She was named a Face to Watch by Campaign in her first professional year.

She is a natural storyteller with a gift for writing, a couture sense of design, and a complete understanding of tech culture - you could argue three creatives in one - the fully-rounded, future-facing Creative Director.

Lucy-Anne is the longest standing member of the Club, barring a technicality - she took a brief hiatus after 3 years to see the view from AKQA Amsterdam, before returning 'home' in 2012 with fresh perspective and global experience. She became Work Club's first female Creative Director at age 30, 5 years after starting out in the industry.

A Force For Better Advertising

Lucy-Anne has consistently pushed to make better advertising throughout her career. Her work generates more value for both brand and consumer with entertainment and utility, information and style. She has done so with an open and collaborative personality that wins respect as well as friends.

Whether creating an Alfa Romeo driver's online alter ego, casting 200 live bloggers to document their experience as battery cows for the WSPA, making interactive French bulldogs sell Nokia gaming, turning footsteps into mobile currency for Johnnie Walker, or amplifying adidas UK's social creative presence; all her work is strategically insightful and culturally inspiring.

An Inspirational Leader

Lucy-Anne currently heads up creative on a pan-European digital client and a UK fashion label as well as leading new pitches. Her energy, integrity, high standards, wicked sense of humour and attention to footwear endear her to clients and clubbers alike. Everyone looks forward to working with her.

She is a mentor to the new wave of junior talent at Work Club, guiding them with equal portions of work ethic, Club culture and high expectations. Somehow she finds time to jointly manage our intern programme- including annual briefs for students at Central Saint Martin's.

As part of her mentor role, she is also involved with the D&AD New Blood programme. Her best brief to date - find something you love on KickStarter and use the power of social to get it funded.

A High Achiever

In 2013, Lucy-Anne became a Contributing Editor of Riposte Magazine a new publication described by PSFK as an "Intelligent magazine for powerful women [that] challenges Cosmo's feminine ideal". It profiles bold, fascinating women and each article is written by a successful women in her own right.

She has an educated eye and huge zeal for fashion. This shines through in daily career, but also in a number of personal projects - including, a curatorial blog that pairs recently released shoes with recently released music.

See some of Lucy-Anne's character here
Emily Samways
Click to view summary

'Samways likes to have a lot going on', as said The Sunday Times when they profiled the busy working mother of two (7th February 2010). Returning to work after the birth of her second son, Emily wanted to 'build her confidence and get her brain going again', so she applied and won funding for a Masters at Goldsmiths. This was on top of her full-time job running New Business for WPP's The Brand Union and helping her husband manage their four-site food store operation, Source ( that Emily helped establish in 2006.

And the last year has been no different, with the ever positive and energetic Samways becoming an active member of Bloom, the networking, mentoring and fundraising group. Then when invited to teach on the IDM Digital Diploma she found herself saying 'I'd love to', leading to Emily writing and teaching further courses in 2013/14.

Being a bit of a 'Sarah Beany', Emily has also just completed a 10-month building project, renovating and doubling the size of her home, seeing Emily become architect, interior designer, and project manager... all valuable learning as she now plans a more ambitious self-build! Now bitten by the property market bug, she is looking to shake up the sector by opening a different kind of estate agency: one that provides a fairer deal for the vendor. And if that wasn't enough, Emily also works fulltime at Karmarama leading the Honda UK business.

Emily is an all-rounder, an entrepreneur and a polymath; a brand builder with experience in direct, digital, brand and strategic consulting as well as advertising. She has worked both client and agency side; led domestic and international accounts; run new business, launched countless brands, products and services for IBM,, Skoda, HSBC, C&W and JTI, as well as building her own business.

Emily believes "It's a sad day when you feel you can't learn anything more. Now more than ever you need new skills and experience" (The Sunday Times). A caring mentor and guide, she enjoys encouraging those around her to positively challenge themselves, adapt, grow and develop. She focuses on what people are good at and then creates a proactive learning environment to bring out the best in them. A confident and intuitive leader, Emily has the ability to take others with her, sustaining commitment, energy and focus. These skills have led her to become an IPA one2one mentor, coaching informally and through the IPA.

Emily loves Karmarama - it's a great place to work! Since joining, Emily has revised the appraisal process, job descriptions and financial account plans; as well as leading her teams to deliver over 300 TVCs for Nintendo, a pan-European campaign for Clas Ohlson, strategic positioning for Unilever's Colman's, and launched Tesco's blinkbox, and is now leading the agency's largest integrated account, Honda UK. As a key influencer, mentor and role model, Emily is instrumental in driving a programme of initiatives such as a senior woman's group, networking, mentoring, knowledge sharing and charitable partnerships to help Karmarama become the best place for women to work in the industry.
Last updated 12/03/2014

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.