Smelly Lunch Stories is an initiative launched by four senior industry leaders from across the media, marketing, and advertising industry to increase the number of people from culturally diverse backgrounds in executive management positions across the industry.

United by the same childhood memory – that their lunchboxes didn’t look like everyone else’s – Graham Alvarez-Jarratt, Michelle Miroforidis, Linda Fagerlund and An Le – are focused on creating real change in the industry.

That is, even though 25% of those in entry-level positions across the sector are from ethnically-diverse backgrounds, this drops to 12% in C-Suites, meaning that cultural representation is desperately missing in company leadership.

The four executives want to create an industry that isn’t just diverse, but an environment in which people from diverse backgrounds can belong and build a career as a future leader.

Linda Fagerlund, first-generation Vietnamese-Australian, co-founder of Smelly Lunch Stories, chief strategy officer of Mediahub ANZ, said: “We felt the urgent need to create this initiative, thanks to an uncomfortable truth that we have all faced in our careers.

“The further you go in this industry, and the more senior you get, the management and C-suite ranks get less culturally diverse. It’s an unspoken issue that’s really close to our hearts. We are at risk of losing an immense amount of creative and cultural capital as an industry, if we can’t foster one that truly embodies and is shaped by all the myriad of experiences representative of our diverse society and community.

“Our commitment with Smelly Lunch Stories is to start to build an environment in which having a diverse workforce is just the first step, not mission accomplished.”

Michelle Miroforidis, Greek-Australian, co-founder of Smelly Lunch Stories, head of connections strategy at It’s Friday, added: “As a proud first-generation Australian born to Greek migrant parents, my perspective is undeniably shaped by my dual identity. It took me years to fully embrace this truth and feel confident bringing my authentic self to the workplace.

“Through Smelly Lunch Stories, we hope to expedite this experience for aspiring culturally diverse leaders; to ensure they know they belong and can thrive as future leaders in our industry. Our goal is to advocate for greater representation of culturally diverse voices, decision-makers, and leaders in our boardrooms—for the benefit of all.” According to the Advertising Council Australia’s Create Space 2024 Census Report, 1 in 5 who identified as being an ethnic minority do not feel that they belong at their company.

‘Smelly Lunch Stories’ intends to carve out space within the industry to tell the stories of those from diverse backgrounds.

Graham Alvarez-Jarratt, Filipino-Uruguayan-Australian, co-founder of Smelly Lunch Stories, Dentsu Creative’s strategy partner, said: “The problem isn’t attracting those from different backgrounds – a quarter of people starting out in the industry are. The issue is keeping them. They look at the C-Suite and don’t see anyone who looks like them, which is bananas given we know how important diversity, in all its forms, is to creativity and innovation.”

An Le, Vietnamese-Australian and co-founder of Smelly Lunch Stories and head of brand marketing at BWS), added: “Together we started Smelly Lunch Stories with the ambition of bridging the cultural divide through storytelling. We’ll find, host and amplify the experiences of those who’ve made it to the top from ethnically diverse backgrounds, with the hope of inspiring the next generation to progress as far as they want to. We’re passionate about showcasing representation in marketing leadership – after all, you can’t be what you can’t see.”

Smelly Lunch Stories will kick off with its first event on October 31st, 2024 at social enterprise restaurant Kyiv Social in Chippendale, Sydney, featuring a lineup from across the industry, including moderator Gambol Creative’s Camey O’Keefe, Pedestrian.TV co-founder and Linkby co-founder, CEO Chris Wirasinha, WPP’s ANZ president, Rose Herceg and Smelly Lunch Stories’ own An Le.

With support from leading lifestyle publisher, UrbanList, the event is part of an ongoing series featuring a diverse rotation of the industry’s most prominent and emerging leaders engaging in lively conversation about their personal smelly lunch stories over food in vibrant restaurant locations.

Jacqui La’Brooy, chief commercial officer of Urban List, added: “When the SLS crew invited us to support and amplify their powerful stories, it was an immediate and enthusiastic yes. At Urban List, we’re committed to shaping culture in a way that inspires and drives positive change for the future. Our mission is to champion a more diverse and inclusive media landscape, and we proudly lead by example. Partnering with SLS allows us to create meaningful impact and amplify voices within our industry, aligning perfectly with our values.”

Smelly Lunch Stories events are open to everyone in the industry, particularly those who may be seeking inspiration and support on how to further their careers, to existing industry leaders and allies that want fresh and informed advice on how to best support their culturally diverse teams and workplaces.

Tickets are available here, with funds covering event costs. Plus, for every ticket sold, a meal will be provided to Sydney’s marginalised communities and Ukrainians in need, thanks to the Plate It Forward team behind Kyiv Social.