Women Who Will: Becky Morriss and Alayna Kunitake

Welcome to 'Women Who Will' a new LBB series pitched in by DDB Group Melbourne creative director Becky Morriss and senior art director Alayna Kunitake. 'Women Who Will' aims to champion women across the industry and around the world, and sees interviewees share their ambitions, highlight who they look up to, and nominate others, creating a ripple effect of recognition and inspiration.

Becky and Alayna are fittingly up first.

Becky has more than 14 years of experience across a wide range of brands like Coles, Kmart, Porsche, Dulux, Telstra, Westpac, and Mars. Her thinking has won plenty of local and international awards, made headlines around the world, and even earned a spot in the National Gallery of Victoria.

Alayna has also spent time at agencies such as Ogilvy, M&C Saatchi, Leo Burnett, and Hardhat, and worked on brands such as AAMI Insurance, Coles, Cadbury, CommBank, and the Victorian Government. She has been an AWARD School tutor, an Aunties mentor and mentee, and is spearheading Friends of Rhonda, an initiative for queer creatives.

How did you get into the industry?

Becky> I’m one of those rare creatives who knew from an early age that advertising was the dream. At 15, I did work experience at Leo Burnett Melbourne, and it was love at first brief. From there, I studied Advertising Creative at RMIT, landed an internship at DDB in Melbourne, and - 15 years later - I’m still here.

There was a brief detour where I tried my hand at design at Penguin Publishing, but adland is a hard place to quit. The mix of creativity, chaos, and cracking the perfect idea was too good to resist. So I came running back, and I haven’t regretted it.

Alayna> I got on a plane from Japan to Australia in 2014 to study a creative advertising degree, with no idea what it would entail but a hunch I might like it. The hunch checked out, and in my last year of uni, amidst more internships than I can remember (yes, I guess I really was liking it) I did a short stint at Leo Burnett under Sarah McGregor, which I view as my first foray into proper agency life. Shortly after, I landed my first full-time gig as an art director at Ogilvy Melbourne.

Who are some of the people along the way who have helped you most?

Becky> Looking back, I was incredibly lucky to start my career under the wonderful Wendy Mace - my first (and only) female creative director. She set the bar high, and I’m so grateful for everything I learned from her.

Beyond Wendy, there have been so many incredible people who’ve shaped my career. To name a few: Darren Spiller, Jim Ritchie, and Glen Dickson helped sharpen my ideation skills. Stu Turner, with his playfulness and openness, helped me navigate imposter syndrome and creative anxiety. Anthony Moss, Kate Sterling, and Jake McLennan were absolute pillars of support, not only through the challenges of COVID but also during the whirlwind of relentless pitching. Together, we navigated tough times and produced some truly great work.

And now, in my role as creative director, I’m lucky to have incredible allies in Psembi Kinstan, James Cowie, and Giles Watson. They’re not just exceptionally talented - they’re genuinely wonderful humans. I’ve done some of the best work of my career alongside them, and I couldn’t ask for better teammates.

There have been countless others who have helped me along the way. I truly believe we are the sum of the experiences and the people we work with.

Alayna> This feels like an Oscars speech where I inevitably miss someone. Notable figures are Stef DiGianvincenzo, Psembi Kinstan, Huei Yin Wong, Lenna Boland, Josh Murrell, Becky Morris, Ryan Clayton, Emma Robbins, Jules Stretch, Cam Trollope, James Cowie, Jonno Heath. Pretty lucky.

Who have you looked up to throughout your career?

Becky> I’m going to be real: Throughout my career, most of my leaders have been men. While I’ve learned a lot from them, it also means I haven’t had many female creative leaders to look up to directly since I was a junior. However, I’ve admired women like Tara Ford, Emma Robbins, Hilary Badger, Robyn Bergmann, and Annie Price from afar.

I remember seeing Emma Robbins speak at an industry event when I was at uni, and I thought she was incredible. Watching her career go from strength to strength has been truly inspiring. When you rarely see women in top creative roles, it’s hard to picture yourself there. But seeing women like Emma succeed makes it feel possible.

Alayna> My first creative directors shaped who I am as a creative, so I have a perpetual affinity with following their movements. These days, I also immerse myself in ad adjacent fields to inspire me to think differently. Film people, drag people, fashion people, food people. I’ve settled into the idea that being a creative is a mindset, not a job. Oh and, of course, the repertoire of ad people on the internet who have no idea who I am.

Who do you look up to now?

Becky> I look up to people who are unapologetically themselves. The women climbing the ladder while juggling family life - proving that motherhood and ambition aren’t mutually exclusive, even in an industry that still makes it harder than it should be.

I also admire those pushing to change the industry for the better - both women and allies fighting alongside us. The ones making sure advertising isn’t just a place where women can succeed, but where they can stay through all of life’s milestones.

Alayna> Lately, I’ve been inspired by the world of social content and Sam Snowden, our head of social at DDB Group Melbourne, has sparked something within me. The creatives coming up under me inspire me with ideas and words I’ve never heard of. And literally anything from Mother London. Those guys.

If you could give your younger self one piece of advice on navigating the industry, what would it be?

Becky> You deserve to be here.

So often, I was the only woman in the creative department, and the imposter syndrome was deafening. I wish I could go back and tell that Becky to be loud and proud about her ideas. In those early years, I held myself back. I edited myself to fit in, shrinking to match a mould of what I thought a creative should be.

What’s wonderful now is seeing young women enter the industry so unapologetically themselves. I wish I’d had that same confidence - but if, as a leader, I can encourage openness, self-acceptance, and boldness in the next generation, then I know I’m doing something right.

Alayna> Oh darling! Stop worrying about fitting in and start thinking about how to carve your own place in the industry. You’ll get a bunch of time back to focus on the kind of work you want to make, and through that, the right people will find their way into your life and bring out the best in you.

Tell us about a piece of work that best reflects your ambitions.

Becky> The Creative Index is the first-ever tool to put a dollar value on creativity. In partnership with the National Gallery of Victoria and investment advisory firm Jarden, we launched The Creative Index to track the economic value of creativity - Australia's greatest natural resource. The Index aggregates data from Australia’s top creative companies, using both historical and live ASX share price data from 2012 to now.

What excites me most about The Creative Index is how it challenges narrow views of creativity. It shows that creativity isn't just important - it’s essential.

Alayna> I'm choosing a piece from Mother London: ‘The Hidden Relationship', with Kit Harington and Rose Leslie, for Make My Money Matter. The whole series, actually. The writing, the casting, the tone. No notes. I love work that talks about serious stuff in a non-serious way but still comes off as serious. What is that talent? I want it.

How has a woman best helped you in your career?

Becky> The woman who’s had the biggest impact on my career would have to be Wendy Mace - my first and only female creative director. I’m incredibly grateful for everything I learned from her. Wendy was nurturing yet gave me the freedom to learn on the job. The trust she placed in me, allowing me a level of autonomy, has been invaluable and set me up for the rest of my career. I hope, as a creative director, I can offer that same kind of leadership and support to the teams I work with.

Alayna> Stef DiGianvincenzo was there when I had to make the call, just as I was entering the industry, whether I pursued an offer from an in-house fashion brand or my role at Ogilvy. I was green and scattered and lacking confidence. Her advice has shaped my entire 8+ years since.

Where do you hope we are as an industry in a year’s time?

Becky> I hope we have taken steps forward instead of back. With DE&I programs being rolled back around the world, it’s unsettling to think that the progress we’ve made could easily be undone.

Alayna and I wanted to change that by championing the remarkable women in our industry - giving them a platform where they feel supported, heard, and celebrated. That’s why we created 'Women Who Will' and pitched it to LBB.

This isn’t just about visibility - it’s about building a lasting legacy of support for the next generation.

Alayna> Still caring! The world feels a little tough at the moment. There feels like an air of rejection to the progress we’ve all made. Ideally, I’d love more and more progression, but realistically, at this moment, I’m focused on protecting the existing efforts.

And five years’ time?

Becky> I want to see real change. While we’ve seen positive shifts in female leadership across the advertising industry, the numbers still reflect a long-standing imbalance.

According to Advertising Council Australia’s Create Space Census 2024, only 31% of creative department leadership is made up of female and gender non-conforming individuals. In five years, I want that stat to be 50/50 - or even better.

Alayna> You know, it’s that classic answer: Not needing to talk about this anymore. I still believe in that, but nowadays, I spend a lot of time thinking about resilience. I’m inspired by those who have been fighting the good fight for so much longer than me. We’ve got to keep on keeping on.

What’s your non-negotiable?

Becky> We have to create a space where everyone - especially women - can thrive and be unapologetically themselves. I believe in challenging the status quo, breaking down barriers, and ensuring that creative voices, no matter their background, have the visibility, support, and opportunities they need to succeed. Whether it’s through driving change within the industry, supporting DE&I initiatives, or simply fostering an environment of openness and self-acceptance, I’m committed to making sure that progress isn’t just a goal - it’s a reality.

Alayna> I refuse to not show up 100% unapologetically and authentically myself at all times, and I encourage others to do the same. That’s it.

Nominate the next woman you think should be part of this series.

Becky> First, Jaime Robinson, chief creative officer and one of the founders of JOAN Creative. Her innovative approach and leadership in the industry are truly inspiring.

Next, Margaret Johnson, partner and executive creative director at Goodby, Silverstein & Partners. Her work has been groundbreaking, and she continues to set the bar for creative excellence.

And lastly, a trailblazer closer to home: Tara Ford, chief creative officer of Droga5 ANZ and Accenture Song APAC. Tara’s leadership and influence in the industry are unmatched, and she’s an incredible role model.

Alayna> The wonderful Bec Matlioski, ACD at McCann New York, has been passionate about 'Women Who Will' for a while. It only makes sense that she’s up next.

Also, I think Beth O’Brien, head of innovation at Droga5, is so cool. Please accept my invitation. Please.