Industry heavyweights join Experience Advocacy Taskforce to tackle ageism

Experience Advocacy Taskforce has appointed four senior industry figures as ambassadors, as it steps up efforts to tackle ageism across Australia’s media and advertising sector.

The new ambassadors include Sherilyn Shackell, founder and global CEO of The Marketing Academy; John Sintras, executive growth officer at Mutinex; John Steedman, former COO of WPP; and Dee Madigan, founder and executive creative director of Campaign Edge.

The appointments mark the next phase for the taskforce, which was founded in 2023 by Greg Graham to raise awareness of ageism and its impact across the industry.

“I am incredibly proud to welcome four industry icons as official Ambassadors who are passionate about EAT’s cause and making a difference in our industry," Graham said.

"Having four industry legends with a raft of local and global experience advocating for our cause will send a powerful message to the industry that actions speak louder than words, and it’s time for change.”

Experience as a commercial advantage

The ambassadors will advocate for the value of experience in the workforce, champion mature professionals and highlight the importance of older consumers.

Sintras said:

“I’m proud to support EAT because this is not just an inclusion issue, it’s an industry effectiveness issue. When we overlook experience, we don’t just fail people, we weaken leadership and commercial outcomes.”

Madigan added:

“The ad industry has figured out middle-aged women buy things but hasn’t figured out that we also know things. That needs to change. EAT gives me the perfect platform to advocate for this change.”

Building momentum

The taskforce has spent the past three years working with industry bodies, including the MFA, IMAA and agencies across the sector, to build awareness and push for change.

The appointment of high-profile ambassadors is expected to amplify its message and accelerate industry-wide action, positioning experience as a competitive advantage rather than a legacy.

Top Image: EAT Ambassadors 

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.