Marketing Media Money: Women's Influence in Marketing
Women's influence in marketing cannot go unnoticed as more and more women take up leadership positions in the marketing and advertising industry. In addition, women are the majority decision makers and influencers when it comes to household purchases. We explore the depth of this influence.
We truly celebrate female empowerment, and for good reason. Every August in South Africa, companies order treats from the bakery down the street and applaud the fact that more women are sitting in executive chairs.
We highlight global data showing women now hold 53% of Fortune 500 CMO roles. It’s a massive win.
Masego Motsogi, Managing Director of M+C Saatchi Abel Johannesburg, shares an even bigger opportunity beyond the annual celebration.
As Masego Motsogi points out, there has been meaningful progress.
“There certainly are more women coming into leadership positions.”
More women are now making decisions than ever before across agencies, brands, and corporate South Africa, and the change is clear.
For Motsogi, the real opportunity lies beyond representation.
“One of my greatest concerns is around ownership.”
It’s a subtle, but important difference. Leadership brings influence, while ownership means you can influence what happens next.
This means shaping and helping define the workforce profiles, and creating spaces where people can thrive. The work created really needs to reflect the society it's speaking to.
Evolving Representation Into Ownership
Securing a seat at the table is a remarkable achievement, but the ultimate goal is to design that table.
Agency owners have the ability to build an incredible work environment. They write progressive maternity leave policies. They pick which visionary clients to champion.
True empowerment unlocks decision-making authority. When you’re managing, you steer the ship. When you own, you map out the entire destination.
Developing Deep & Meaningful Empowerment
While Women's Month remains an important moment, Motsogi believes the conversation must extend far beyond annual celebrations.
“It goes deeper than just celebrating Women's Month.”
The real test of progress is whether women are able to influence the structures that influence organisations on a daily basis.
We get to master the art of celebration, but we also get to master the art of structural change.
- Catered breakfasts at fancy hotels are great, but bringing that exact same energy to updating the agency's business model is where the real work begins.
- A quick shift from an inspirational Tuesday morning PowerPoint slide into an actual, binding workplace policy.
- Upgrading from branded corporate gifts to real equity shares.
Real equity is sharing power. It calls for a collaborative look at cap tables and shareholder agreements. When the equity owners are a reflection of the brilliant diversity of the workforce, then the culture thrives.
Inclusive Ownership that Elevates the Work
“Especially in our industry where we are selling to people, best we reflect the society we live in.”
Marketing has always been and will always be a people business. The stronger the connection between the people creating the work and the people receiving it, the more relevant, resonant and effective that work becomes.
When we look at the data, this is confirmed; this is a massive commercial footprint. Consider a loyalty programme survey from Eighty20, where the respondent base skewed heavily female, 63% of the group compared to a 37% male share.
On average, female shoppers actively manage two more loyalty programmes than men. They hold the cards and actively drive daily retail engagement.
When campaigns are created by people who genuinely understand the audiences they serve, you build strategies that actually resonate.
Authentic Leadership
There is another important lesson in Motsogi's leadership style: authenticity matters.
For years, women entering leadership roles were often expected to adapt and adopt traditional leadership styles. Her experience was different.
“I could never be that manly person.”
Instead, she chose to lead in a way that felt natural to her.
“I lead with empathy. I lead with compassion.”
These qualities have become strengths, shaping both her leadership style and the work produced by her teams.
Perhaps that is where the future lies: not in trying to make leaders fit a predefined mould, but in recognising the value that different perspectives could bring.
"I want the agency that I run to look better than I found it."
In an era where AI is becoming embedded into the marketing and advertising workforce, empathy is a massive commercial advantage. You cannot automate compassion, or prompt a machine to generate genuine empathy.
Motsogi has previously spoken about the "relationship defence", the idea that human connection is the ultimate asset against automation.
Empowering the Next Gen of Leaders
The responsibility should also extend to developing the next generation of leaders. Another part of Motsogi's perspective is that it doesn't begin in the boardroom. It starts “from the beginning.”
Having benefited from strong female mentors early in her own career, she believes future leaders need to be identified, supported and developed long before they reach senior positions.
“We need to make an effort to build from young.”
In an industry that is focused on immediate results, creating space for mentorship and development has become more important than ever.
After all, the future of marketing will be shaped by people who are still early in their careers today.
“We need to have a 20-year-old out there that we have recognised and we're helping build.”
Opportunity to Uplift Society
We sell products, but we also sell ideas. Marketing has a beautiful responsibility that extends far beyond moving units off a shelf. Campaigns shape societal perceptions from a young age, and the work elevates culture.
When women hold the pen, the narrative expands. The stereotypes dissolve into rich, human stories.
A child is sitting somewhere, recognising a brand that is speaking to women in a certain way. That child's worldview is being actively inspired by the media we buy and the stories we tell. We have the privilege of getting it right.
Aiming Higher
The encouraging reality is that progress is already visible. Motsogi points to growing numbers of women in leadership positions, women making key business decisions, and organisations becoming more reflective of the society they serve.
Yet she believes the journey continues.
“Are we there yet? Not. But we're here to be part of the change.”
That’s a powerful takeaway.
The next chapter for women in marketing isn't simply about having a voice. It's about ownership of that voice.
“Ownership of the narrative. Ownership of the ability to make policy changes. And then equity.”
Representation opened the door, and now, ownership may be what transforms the industry.
At The Up&Up Group, we believe meaningful growth starts with people. The conversations we have about leadership, ownership, mentorship, and inclusion could help create stronger businesses, stronger industries, and a stronger future for everyone.
When more people have a seat at the table, we all move UP.
Authors:
Masego Motsogi, Managing Director of M+C Saatchi Abel, The Up&Up Group
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