'Creativity is not bound by age, it only evolves with experience': Atifa Silk on redefining success in a youth-obsessed industry

Even in today’s evolving media, advertising, and marketing landscape, ageism, gender bias, and the stigma surrounding tenured experience remain persistent challenges—shaping career trajectories and influencing industry perceptions of leadership. These issues came into sharp focus with the recent launch of Campaign Asia-Pacific’s inaugural 50 Over Fifty awards. While the initiative was widely celebrated upon announcement, the Campaign team encountered a troubling reality behind the scenes: Many industry professionals—particularly women—hesitate to nominate themselves. Their reluctance stems from a fear that revealing their age could lead to their experience being weaponised against them, an unfortunate irony that runs counter to the very ethos of these awards.

The 50 Over 50 list is not about prestige or past accolades; it is a testament to continued impact. It recognises those who have not only distinguished themselves through achievement but who remain at the forefront of innovation, leadership, and mentorship—actively shaping the future of the industry. These individuals are not passive torchbearers of legacy but dynamic forces driving transformation, launching new ventures, and cultivating cultures that challenge and refine established norms. 

Few understand the nuances of navigating these challenges better than Haymarket Media's very own managing director for Asia, Atifa Silk. With a career spanning over two decades, 51-year-old Silk has been at the helm of industry-leading publications, shaping discourse in advertising, marketing, finance and media across Asia. As a respected editor, strategist, and advocate for diversity, she has also played a pivotal role in amplifying underrepresented voices and fostering meaningful industry conversations.

In light of International Women's Day, Silk unpacks the entrenched biases surrounding age, the unique obstacles women encounter as they advance in their careers, and why every marketing and communications professional over 50 should feel empowered to embrace recognition rather than shy away from it.

Campaign: You’ve been in the industry for over 20 years. Looking back, how do you think your experience and leadership have shaped your attitude towards maturing in this line of work?

Atifa Silk: That’s a great question, because leadership expectations have evolved significantly from when I first started in this industry, and I believe they have changed for the better. Today, being a good leader isn’t just about having the right skills and experience; it’s also about leading with empathy, authenticity, and a keen awareness of one’s own strengths and behaviours. The impact of leadership on those around us is crucial. Over the years, we’ve seen incredible leadership in this industry, but we’ve also witnessed some major public failures. However, I believe we have emerged stronger. True leadership now is about creating an environment where people feel valued, seen, and empowered to do their best work. This industry—whether media or advertising—is tough and constantly evolving. Staying relevant means being open to change while remaining grounded in values like integrity, creativity, and genuine respect for people.

One of the most positive changes in the last two decades is the increasing number of women in leadership roles. Just look at the number of female agency CEOs we have now. That said, challenges remain. We're deeply committed to addressing these issues because they impact the future of this industry and its growth—hence the launch of 50 Over Fifty.

Did you ever expect you'd stay in this industry for 20 years?

Yes and no! When I first entered [the industry], I found it incredibly exciting. People were welcoming, and the business itself moved at such a fast pace that there was never a dull moment. The developments weren’t just shaping companies and brands—they were influencing culture. Given all that, I suppose it’s not too surprising that I’m still here.

The media plays a pivotal role in shaping public perception, from determining who is spotlighted to defining industry standards of success. To what extent has media contributed to perpetuating ageism within advertising and marketing, and how can it be leveraged as a force for change?

Absolutely. Media tends to celebrate youth, often positioning it as the face of creativity and innovation. This perpetuates the myth that new ideas belong solely to the young, which is simply untrue. Creativity isn’t bound by age; it only evolves with experience. Unfortunately, the media often fails to reflect that reality. However, it can also be a force for change. By intentionally showcasing diverse voices—including older professionals, especially women—we can dismantle stereotypes and highlight the value of multi-generational contributions. At Campaign, I can say that we're deeply conscious of how we portray the industry, trying to always ensure our coverage reflects the true diversity of our region. But the advertising and media industries as a whole can do more. From inclusive casting in campaigns to featuring real stories of seasoned professionals, there are many ways to challenge these outdated narratives.

While many companies claim to value experience, hiring and promotion trends often favour youth, reinforcing a culture that equates innovation with age. What steps can be taken to challenge these biases and create a more inclusive environment where maturity and expertise are recognised as assets?

A lot of this reluctance stems from outdated assumptions that older professionals are less adaptable, struggle with technology, or are less innovative. There’s also the perception that they are more expensive hires. All of this is rooted in ageism and reflects a very narrow view of the talent pool. Companies need to actively challenge these stereotypes. That starts with inclusive hiring practices, fostering collaboration between different generations, and recognising the unique strengths that experience brings. But ultimately, this change has to come from leadership. Leaders need to model the change by valuing and promoting talent at all stages of their careers—not just up to a certain level.

Women in leadership already face systemic challenges, but these barriers often become even more pronounced with age. What are the unique obstacles confronting women over 50 in advertising and marketing, and why do they have to work harder to sustain their relevance?

The reality is that women over 50 face a double burden: Ageism and gender bias. They have to work twice as hard to prove their relevance, despite their extensive experience. It’s a harsh reality that requires intentional action—from leaders, companies, and the industry as a whole. Addressing this issue means looking at hiring practices, leadership development programmes, and creating genuine opportunities for experienced women to have their voices heard. It’s about moving beyond token gestures and investing in their retention and elevation within organisations.

Looking to your own success and obstacles faced, what guiding principles have helped you navigate challenges, and how did you persist when the odds might've been stacked against you?

The most important thing to me is believing in yourself. That was the best advice I ever received—just be yourself. As long as you remain authentic, that gives you the strength and confidence to navigate challenges you might not have thought you could.

Do you believe raising awareness about ageism is a prerequisite for meaningful change, or should the focus be on direct action?

Visibility starts with representation. We need to see more women over 50 in leadership roles, speaking at industry events, and being celebrated for their achievements. Whether it’s through companies, media, or industry leaders, everyone has a role in amplifying these stories. Awards and recognition programmes must also honour experienced professionals. While it’s important to celebrate young creativity, there’s immense inspiration to be found in those who have built their careers over decades. That’s exactly what we aim to do with 50 Over Fifty.

Finally, one of the core objectives of 50 Over 50 is to dismantle the stigma around publicly embracing one’s age. What would you say to those who are hesitant to put themselves forward for recognition?

When we launched this programme, I spoke to several senior women in the industry who were hesitant to nominate themselves. They wanted to celebrate their achievements but were afraid of the repercussions of revealing their age. My message to them is simple: Your experience is your superpower. It is an asset, not a liability. We cannot let perceptions hold us back from claiming opportunities we’ve worked hard for. The industry needs your voice, your perspective, and your leadership. Advocate for yourself. Every step forward helps reshape the narrative—not just for yourself but for those who follow.

Enter Campaign's 50 Over Fifty awards for 2025 here before the final entry deadline on March 14.