From Corporate Pressure to Founding Principle
After decades shaping the media and advertising landscape, Angela Nutton, Founding Partner and Managing Director of Longreach Media, has built her career on an unwavering commitment to integrity. She co-founded the agency with business partner John Driscoll with a clear vision: to create a business driven by principle, not just corporate performance.
The pivotal moment that cemented this path came when a major holding company instructed her to prioritise profit above the well-being of her staff and clients. "It was a step too far," Ms Nutton recalls. "I wasn't going to compromise my values." This decision marked the beginning of a new chapter focused on authentic leadership.
Diversity as a Business Asset, Not a Buzzword
At Longreach Media, diversity is deeply embedded in the company's DNA. It is regarded as a fundamental source of strength that directly enriches the team's creative output. "Diversity means strength, and every decision I make is based on this outcome," Ms Nutton stated, highlighting a philosophy that goes far beyond a simple checklist.
This approach is increasingly reflected in client expectations. A 2025 Dynata report, titled 'From Visibility to Belonging: The Evolving Role of Inclusive Advertising', provides compelling data. It found that more than 70 per cent of consumers across Australia, the UK, and the US notice when advertising features diverse people. Furthermore, more than half said it is important to see people like themselves represented.
Ms Nutton emphasised that for businesses to succeed, they must demonstrate a genuine, deep-seated commitment to diversity, moving away from superficial gestures.
The Rising Impact of Women in Leadership
A significant shift in industry dynamics is being powered by the increasing number of women in leadership roles. "As the number of women leading agencies increases, a new perspective is brought into the mix," Ms Nutton observed.
This trend is supported by hard data. The Advertising Council Australia's 2023 Census tracked a steady rise in female representation in executive roles. The report shows that female representation in executive management and C-suite positions climbed from 46 per cent in 2021 to 54 per cent in 2023.
Even more notably, female leadership in creative departments saw a substantial jump from 21 per cent to 30 per cent over the same two-year period.
For women aspiring to leadership, Ms Nutton's advice is to define success on their own terms and embrace the risks inherent in decision-making. "You need to remain true to yourself – don't try to be someone you think others expect you to be," she advised.
Looking to the future, Ms Nutton envisions a business landscape where management teams truly reflect the gender diversity of their staff, ensuring that equal opportunity is a reality at every level of an organisation.
