“We Need More Intentional Change”: Willow & Blake’s Bri Nixon and Madeleine Hargreaves on Elevating Women in Creative Leadership

As International Women’s Day approaches, Campaign Brief is shining a light on the women driving change, creativity, and innovation in the industry. Among them, Willow & Blake is making waves with an all-female leadership team that’s redefining branding and advertising in a traditionally male-dominated space. With fresh thinking and bold leadership, this powerhouse team isn’t just advocating for female representation at the top—they’re proving that diverse leadership fosters stronger, more resonant creative work. Yet, despite progress, only 24% of creative directors in Australia are women, a statistic that highlights the ongoing challenges of breaking into senior roles.

 

In this interview with CB, Willow & Blake Creative Director Bri Nixon (above left) and Business Director Madeleine Hargreaves (above right) share their insights on the barriers women face, the power of mentorship, and what needs to change to ensure more women step into creative leadership.

The statistic that only 24% of creative directors in Australia are women highlights the challenges of breaking into leadership roles. From your experience, what do you think are the biggest barriers preventing more women from stepping into senior creative roles?

Madeleine: When there aren’t enough women in leadership, it can feel like there’s a ceiling that’s hard to break through. Studies have shown that women often speak less than men in meetings, with research indicating that when outnumbered, women spoke as much as 75% less than their male counterparts. It’s important that we have more senior leaders in the creative industry who can mentor women, helping them find their authentic voice. This mentorship ensures that their ideas and strategies are not only heard but also understood and valued.

Bri: It’s not for lack of talent or ambition. I think too often women are still overlooked for promotions, assumed to be a risk if they want a family, or made to feel like leadership is something they need to ease into. Mentors are super important, but I also think often women don’t need more advice. They just need to hear what their male counterparts are often told—you’ve already got what it takes.

Bri, as a newly appointed creative director, what has your journey to this role been like? Were there moments where you felt the industry wasn’t as accessible to women?

Bri: My journey has been a shift from being good at what I do, to helping others be good at what they do. I’ve always felt confident in my creativity, but directing takes practice. And it’s not enough to be grateful to be there, you have to bring out the greatness in others. This takes being critical and direct in ways that women are often taught not to be. My mantra since this appointment is to be 100% decisive and 80% right.

I’ve been lucky to have exceptional women leaders and mentors in this industry who showed me what’s possible. But luck can’t be the strategy. When I look at who gets the awards, who gets the recognition, and whose mic’s turned up the loudest, it’s clear the industry is not equally accessible. Real change happens when we stop waiting for women to prove themselves and start intentionally choosing who gets the mic. Then we’d never have to question if we deserve to be heard.

Willow & Blake has an all-female leadership team, which is rare in this industry. How has this leadership structure influenced the agency’s culture and approach to creativity?

Bri: Creativity needs oxygen. It needs a room where ideas don’t get cut off mid-sentence. Where the weirdest, unpolished, risky ideas (read: best) aren’t just heard but encouraged. Under certain structures, this would never be possible, but that’s the benefit of our all-female leadership team. We encourage a culture built on trust, collaboration, and (to be honest) fun. The result is a team of people who genuinely want to do a brilliant job for our clients and bring their best creativity. We’re hard on the work, but never the people.

While progress is being made, the numbers still show that women remain underrepresented in creative leadership. What do you think needs to change at an industry level to ensure more women rise to senior roles?

Bri: We need more intentional change.

The pipeline isn’t the problem, the issue is who gets tapped on the shoulder. Or who is featured in a prominent article celebrating the best creative leaders in the industry and it’s basically all men (IYKYK).

Willow & Blake is heavily involved in mentoring and supporting female entrepreneurs. How important is mentorship in helping women progress in the creative industry, and what more can agencies do to foster emerging female talent?

Madeleine: Mentorship is everything. It provides guidance, confidence, and a safe space to grow. Having someone who’s been there before, who can give advice and help navigate challenges, can make all the difference. At Willow & Blake, we’re passionate about paying it forward, and we’re always looking for new ways to support emerging female talent.

In your experience, do women bring a different leadership approach to creative roles? How does having more women in leadership influence the work being produced?

Bri: Women aren’t a monolith, but in my experience there’s been a different rhythm to how women lead. You get braver ideas because people feel safer sharing them. You get sharper thinking because critique is delivered with empathy. You get a culture that values curiosity over competition. And ultimately you get better creative, rather than just being sold that it’s better.

For women looking to break into creative leadership, what advice would you give them? Are there any lessons from your own journey that you think are particularly valuable?

Madeleine: The best advice I can give is to stay authentic and get comfortable being uncomfortable. Pushing through challenges is what makes you grow and your unique perspective is what will set you apart in this industry. Also, I think it is important to not always aim for the destination. Embrace the journey as the goal.

Bri: You won’t get what you don’t ask for, and it’s okay to be open about your ambition. For me, things clicked into place when I started showing my hunger, my drive, my excitement for doing great work. People follow that. Not necessarily your title or your tenure, but your energy and conviction. If you can bring that, you’re already a creative leader.

Looking ahead, what are your hopes for the next generation of female creatives? How do you see Willow & Blake’s role in shaping that future?

Madeleine: For me, it’s about ensuring that the next generation of rising stars, regardless of gender, can look up to a senior leadership team that reflects both male and female role models. Representation matters, and it’s more powerful than we often give it credit for.

It’s incredible what can unfold when you’re both curious and dedicated. Avoid limiting yourself to a single, narrow path. Stay open-minded, as stepping into an unexpected role can offer valuable lessons and insights. It could even reveal a new career possibilities you hadn’t considered and I am definitely speaking from experience here.

 

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