The Independent Media Agencies of Australia (IMAA) has launched its second Female Leaders of Tomorrow programme, in partnership with WeGrow trainer and coach, Wendy Gower.

The initiative, which is a mentoring and leadership programme for emerging female leaders in the independent media agency industry, will run for the 2024-2025 period. Forming part of the IMAA’s commitment to driving equality in the independent media sector, the programme will pair up-and-coming women with senior media experts for mentoring, leadership training, and advice.

Applications are open to women who are IMAA members and have a minimum of five years’ experience in any independent media agency discipline. The selected mentees will participate in a six-month structured mentoring programme, which includes online and face-to-face sessions, training, and meet-ups. The programme will run nationally, with mentoring opportunities available in New South Wales, Queensland, Victoria, and Western Australia.

More than 20 mentors will be announced in the coming weeks, joining industry leaders such as Natalie Harvey, CEO of Mamamia; Antonell Doyle, Commercial Director at NOVA Entertainment Perth and Brisbane; Belinda Gruebner, Chief Marketing Officer Moose Toys; and Kirrily Hirst, Director of Sales - Agency & Direct at Go Transit Media Group.

The programme follows the success of the inaugural Female Leaders of Tomorrow programme, which launched in August last year. Feedback from the pilot programme was positive, with 100% of mentees recording an uplift in both their leadership ability and confidence to actively apply their new leadership capabilities to their current roles.

"The Female Leaders of Tomorrow programme is one of the IMAA’s key initiatives to future-proof the Australian independent media industry. We have a wealth of emerging female talent across the indie sector, who are already making their mark on the industry, and we want to nurture this next generation," said IMAA Chair, Jacquie Alley.

Natalie Harvey, Mamamia CEO and 2024-25 mentor, said: "Across my career, I’ve had the benefit of learning from some truly incredible women in the media, who have shared their learnings, their stumbling blocks, and their secrets to success. These insights have helped shape my career and leadership style, while demonstrating the importance of mentorship at all stages of the professional journey," she said.

"All the inaugural participants described the programme as life-changing – it’s high praise and proves that mentoring pays dividends, both personally and professionally," said WeGrow's Gower.