IWD special: Ogilvy PR & Influence APAC president Emily Poon

International Women's Day is around the corner. With the campaign theme "#BreakTheBias" this year, the International Women's Day community believes that whether deliberate or unconscious, bias makes it difficult for women to move ahead. The campaign also calls for action to level the playing field. According to date from McKinsey, Women’s representation has increased across the pipeline since 2016. However, women, especially women of colour — remain significantly underrepresented in leadership. For example, about 25% of C-suite positions were occupied by women as of 2021; about 28% and 30% of senior vice presidents and presidents were women respectively.

Moreover, employees with women managers were more likely to say that their manager had helped and supported them over the past year. They said women managers were more likely to provide emotional support, check in on overall well being, and help make sure workload was manageable. 

In light of International Women's Day, MARKETING-INTERACTIVE has reached out to prominent female leaders in our industry, inviting them to talk about a number of topics, including their career, challenges in their respective industry, and their ideas about women in a leadership position. In this article, we feature Emily Poon, president of Ogilvy PR & Influence, Asia Pacific, who talks about her views on these issues.

MARKETING-INTERACTIVE: Can you tell us a little bit about your role?

Poon: I manage Ogilvy’s public relations business across 10 markets in Asia. From the moment I kicked off my journey at Ogilvy in May 2008, I have been pushed, challenged and loving it almost every day. I have also made some extraordinary friendships along the way. 
 
MARKETING-INTERACTIVE: How did you get into the industry?

Poon: I stumbled into the industry when a friend suggested me to attend an interview at an agency. I was a business student and have never thought that I would work in the communications industry. In fact, I had to Google what public relations was before my first interview many years ago. In hindsight, it turned out to be one of the best decisions in my career. 
 
MARKETING-INTERACTIVE: What are some of the barriers that women are facing in the industry?

Poon: I believe that the leadership level lacks female role models, although the industry has more women working across all levels. So the question is that if women are overrepresented across levels, why aren't they getting to the most senior levels in the creative industry?

We are facing an "hour-glass talent challenge phenomenon", especially for women. Many practitioners are exiting the agency world or even the industry at the middle level. Many young women believe that jobs in the creative and communications industries require long hours and long nights, which can be tough for those who have just started to have a new family. In addition, we may pre-emptively put a cap on our own growth potential by doubting we can juggle increasing work and life responsibilities. I remember that when I was pregnant with my first child and my then-boss asked if I wanted to take on the office lead role, my first response was: “But I’m pregnant!”.

However, she responded, "So what?”

After that, I decided to take up the duties. I did it simply because someone believed in me, even when I doubted myself. From my experience, it is so important to have female and male role models and mentors, who are not only cheerleaders who pave the way, but also walk the talk and show you how it can be done.

MARKETING-INTERACTIVE: Have you faced any personal prejudice or misconception in the industry?

Poon: Many years ago, I wanted to be involved in more crisis communications duties for the company. But a senior member told me that I wouldn't be a good fit for it I was neither a senior nor a male. The client was looking for a candidate with such traits in these assignments. Although I should have spoken up for myself then, I still did not get it.

Instead, I worked harder to prove that perception wrong as I believed that the most qualified person would do the job, regardless of his or her age, background, or gender. If I had had to do it again, I could have been brave enough to claim what we needed and wanted for ourselves, instead of waiting for someone to change it for us.

As the saying goes, “If you don’t try, you don’t get.”

 
MARKETING-INTERACTIVE: What is one area that you are looking to tackle as a woman in a leadership position?

Poon: I’m passionate about equal access to opportunities and at Ogilvy, we aim for fairness and inclusivity - in hiring, representation, salaries, benefits and opportunities - and look to address any gaps that may come up from time to time. Some industry leaders and I have also recently set up the Singapore chapter for Global Women in PR. The association expands its footprint in Asia to create a platform for more dialogue, mentoring opportunities and activities to champion the growth of women in the industry through their career development milestones and life stages.
 
MARKETING-INTERACTIVE: What are your hopes for the advertising community in general in 2022?

Poon: We live in an increasingly divisive world today and I believe that storytelling and communications have the power to bridge that divide. I hope for more work from our community that unites, inspires and brings joy to people. And more female leaders to ascend to top roles!