Founded in 2019, Adelaide-based She Creates aims to connect women in the industry with the goal of inspiring, promoting, and recognising some of the city’s best advertising and design talent.

Supporting a wide variety of publications, exhibitions and educational programs, She Creates aims to do and be more for women in the industry.

Founder of SOCIETY, Dena Vassallo, joins She Creates with over two decades of experience as a woman in the creative industry, starting out as a new graduate at Edelman, a top-rated PR firm in New York.

"It was an extremely high-pressure and competitive environment. Unfortunately back then there wasn’t the culture of women supporting women. You felt that when other women climbed the ladder, they pulled it up behind them," said Vassallo.

The difference today is that women have each other’s backs, and we will pull people up the ladder with us, at every opportunity.

Vassallo’s company, SOCIETY, has long championed and supported women in the industry. The creative agency is 100% female-run, and championing young talent, particularly young women, is a central focus of their people-first approach.

"Nurturing the career growth of our team has been critical to our success, and I’m consistently blown away by the talent of some of our youngest team members."

SOCIETY’s 22-year old Maisie Callcott won best new PR talent of the year at Mumbrella CommsCon last year, and the agency plans to put up another one of their rising stars, Maddy Stubbs, for the award this year.

"I’ve long believed that our industry is overdue for a shake-up, which is what we aimed to do when we first started SOCIETY - create a revolution in the industry that puts people first. SOCIETY and She Creates’ values align closely so I’m excited to work with She Creates to further support women in the industry," said Vassallo.

Co-President of She Creates, Taylor Martin, explained their choice of Vassallo for the appointment: "In our search for someone to lead She Creates into its next chapter, we couldn’t look past Dena. She’s world-class in every respect. Her experience, drive, and outlook on everything that matters to the She Creates community is bang-on and I’m so excited to watch her impact unfold," Martin said.