Four leaders from the media, marketing and advertising industry have launched Smelly Lunch Stories to increase the number of people from culturally diverse backgrounds in executive management roles.
With only 12% of C-suite executives coming from ethnically diverse backgrounds, Linda Fagerlund, Michelle Miroforidis, An Le, and Graham Alvarez-Jarratt are committed to creating change in the industry.
Vietnamese-Australian and BWS’ head of brand marketing An Le said Smelly Lunch Stories started as a discussion between four friends who connected over the “common truth” that their schoolyard lunchboxes didn't look like everyone else's.
“As we've all moved up the ranks and into bigger leadership roles we've noticed that there are less people who look like us,” she told AdNews.
“We just knew it was quite an urgent initiative that we wanted to launch into the market to raise awareness about the fact that the further you go there's less diverse leadership.”
Despite 29% of those in entry-level positions being from ethnic minority backgrounds, cultural representation at a leadership level is lacking.
According to the Advertising Council Australia's Create Space 2024 Census Report, one in five who identified as being an ethnic minority feel they do not belong at their company.
Le said the Smelly Lunch Stories is about celebrating diverse talent to ensure they know they belong and can thrive as future leaders.
“Together we started Smelly Lunch Stories with the ambition of bridging the cultural divide through storytelling,” she said.
“We’ll find, host and amplify the experiences of those who’ve made it to the top from ethnically diverse backgrounds, with the hope of inspiring the next generation to progress as far as they want to.
“We're passionate about showcasing representation in marketing leadership - after all, you can’t be what you can’t see.”
Smelly Lunch Stories is a series of events featuring some of the industry’s most prominent and emerging leaders engaging in lively conversation over food.
The first panel discussion will be moderated by Gambol Creative’s Camey O'Keefe at Kyiv Social in Chippendale on October 31.
The conversation will feature Pedestrian TV's co-founder Chris Wirasinha, WPP's ANZ president Rose Herceg and Smelly Lunch Stories’ own An Le.
The event is open to everyone in the industry, especially those looking for support to further their careers and leaders seeking advice on how to best support their culturally diverse teams.
Greek-Australian and It's Friday's head of connections strategy Michelle Miroforidis said it took years to feel confident bringing her authentic self to the workplace.
“As a proud first-generation Australian born to Greek migrant parents, my perspective is undeniably shaped by my dual identity,” she said.
“Through Smelly Lunch Stories, we hope to expedite this experience for aspiring culturally diverse leaders; to ensure they know they belong and can thrive as future leaders in our industry.
“Our goal is to advocate for greater representation of culturally diverse voices, decision-makers, and leaders in our boardrooms - for the benefit of all.”
Filipino-Uruguayan-Australian and Dentsu Creative's strategy partner Graham Alvarez-Jarratt said the real challenge is retaining diverse talent.
“The problem isn't attracting those from different backgrounds - a quarter of people starting out in the industry are,” he said
“The issue is keeping them. They look at the C-suite and don't see anyone who looks like them, which is bananas given we know how important diversity, in all its forms, is to creativity and innovation.”
The Smelly Lunch Stories co-founders are proud to be launching the initiative.
“It's an incredibly powerful, emotional moment, and I share this with the other co-founders,” Le said.
“It's something we're so passionate about, and something we know will absolutely change the experiences of a lot of those starting out in the industry.
“We want people to feel that this is a place where they can absolutely grow because diverse voices is what makes this industry amazing.”
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