Ageism is still advertising’s uncomfortable secret. Wisdom and experience are unappreciated it would seem. And the idea that older professionals can’t be inventive in current culture or new technology is absurd.

The Experience Advocacy Taskforce (EAT) continues to chip away at resistance to the idea that older professionals have something valuable to offer. Now it has appointed four of Australia’s media and advertising industry’s most respected leaders as official ambassadors.

Joining EAT as its newly appointed ambassador team are UK-based Sherilyn Shackell, founder & global CEO of The Marketing Academy; John Sintras, executive growth officer at Mutinex; John ‘Steady’ Steedman, former COO of WPP; and Dee Madigan, founder & executive creative director of Campaign Edge.

These newly appointed ambassadors will advocate for the value of experience within the industry, champion the role of more mature professionals, and highlight the importance of older consumers.

Greg ‘Sparrow’ Graham, Founder of EAT, stated, “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. 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.”

After three years of working to build awareness and engage the advertising community, the new appointments welcome EAT’s next phase, reinforcing the urgency of eliminating ageism in all its forms.

John Sintras commented, “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. In an industry that prides itself on ideas, innovation, and growth, it makes no sense to sideline people whose judgment has been earned through decades of building brands, businesses, and teams. We have an obligation to challenge outdated assumptions and create a more balanced, effective, and respectful industry for the next generation.”

Dee Madigan concluded, “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.”

As ambassadors, the group brings global credentials & credibility to EAT and will play a key role in amplifying EAT’s message and driving industry-wide change, ensuring experience is recognised not as a legacy, but as a competitive advantage. 

EAT was founded in 2023 by Greg ‘Sparrow” Graham to work alongside industry bodies and leaders to increase understanding and awareness of ageism and its effect on the industry, with an ultimate goal to change how people think, feel, and act about ageism.

Since its inception, the Taskforce has closely collaborated with the MFA, IMAA, Industry HR teams, Advertising Industry Careers, various Independent agencies, and all 4 HoldCos; plus taken to the stage at industry conferences and events; and implemented a targeted PR campaign in its quest to reframe, reinforce and redress workforce ageism across Australia’s media industry landscape.