Michelle Sarpong is Head of Activation, the7stars. She was listed among Campaign’s Top 10 Media Buyers in 2023 & 2024. She is also part of the founding committee for the Women In Trading network which launched in 2024.
What makes you proudest about Women in Trading and why?
What makes us proud is knowing that we’ve built a network for women in the industry who truly feel seen, supported, and empowered by its existence.
The messages of “thank you” and “this is so needed” have confirmed that we made the right decision, not only in launching the network, but in doing so at the right time. The response has been so encouraging. Equally, the enthusiastic support from our male allies has been inspiring; their genuine willingness to champion this initiative has been amazing.
How did you first move into a trading career?
Trading has always been a part of my career in some shape or form. I began as a straight press buyer, and I vividly remember asking my boss at the time, Neil Ivey, what metrics the client used to evaluate us on.
He told me it was all about savings vs our standard rates, so I negotiated every single booking (sorry to all my reps at the time). My first official trading role came when I joined the7stars. Initially, I held a dual role, but after some team changes, David Counsell suggested I move into trading full-time as he thought I’d be a great fit, and he was right.
I recognise that such transitions aren’t always as straightforward in other organisations, especially for women coming from a publishing background but I like to think that’s changing now.
What is the biggest opportunity for women in trading today?
The latest All In survey reveals that women now hold 46% of C-suite positions across the industry, up from 43% in 2023 and 39% in 2021. This upward trend is encouraging, as it reflects a broader shift toward greater gender diversity in leadership roles traditionally dominated by men.
While this data doesn’t specifically focus on women in trading, it signals a growing momentum that presents significant opportunities. Women in trading are well-positioned to advance their careers, break barriers and confidently pursue commercial roles within the industry.
What is the most exciting aspect of the sector?
The most exciting aspect is the growing prominence of commercial conversations with our clients, beyond pitch grids and audits.
The focus on driving value, accelerated by the impact of COVID, has remained a focus area. As a result, commercial acumen is increasingly sought after by clients, positioning commercial leaders to play a pivotal role in delivering meaningful transformation and impact to their businesses.
What are the biggest challenges to be overcome in trading?
The biggest challenge is that the trading and commercial roles have historically been occupied by men and the most senior roles are often those from a TV background in agency in particular.
Therefore, this could deter people from different disciplines as well as Women from going for commercial roles. But hopefully bringing together a community of women in trading with varying backgrounds breaks those stereotypes and norms.
What support structures and organisations are most important and effective to you as a woman trading?
I’ve been fortunate to work in trading for quite some time now, which has allowed me to build a strong and supportive network of trading experts. This network includes not only commercial leads within my own agency but also trusted media partners and peers across the broader trading community.
Having access to such a diverse group of knowledgeable individuals means I can always reach out for insights, advice, or collaboration, something I really value.
Do you think that trading roles are still seen as traditionally ‘male roles’? What needs to be done to combat this?
I do believe progress is being made and I’ve already seen noticeable changes over the past five years or so. However, there’s still work to be done. One key area for improvement is how recruitment is approached for trading and commercial roles.
Too often, hiring decisions are influenced by personal networks and reaching out to familiar faces or “mates”, which can limit diversity and fresh perspectives. That’s why initiatives like the Women in Trading are so important.
One of our ambitions is to help broaden the talent pool and create visibility for individuals from a variety of backgrounds. Encouraging structured, inclusive recruitment processes, rather than relying solely on informal connections. This can really open doors for more women and underrepresented talent to step into these roles and thrive.
How can companies better help their female workforce in trading roles?
It’s essential to ensure that females in trading roles not only have a seat at the table but also a strong voice, both within the company and in external meetings. I’ve witnessed situations (thankfully not been in too many myself) where media partners have automatically directed conversations toward the male in the room, assuming he’s the decision-maker.
In those moments, it’s crucial for allies, especially those in leadership positions to step in and redirect the conversation to the appropriate person, reinforcing the value and authority of their female colleagues.
Beyond that, companies must actively support the growth and progression of women in trading roles. This means creating clear development pathways, offering mentorship opportunities, and fostering a culture where women are empowered to lead and contribute.
What characteristics make a good trader?
Integrity and honesty are two of the most important qualities in trading, though that might surprise some, given the common misconception that a good trader needs to use manipulation tactics to get what they want. In reality, your reputation is everything, people value transparency, and when honesty is the foundation of your approach, it becomes much easier to work toward positive, mutually beneficial solutions.
Trading is inherently fast-paced and about problem solving. By the time an issue reaches your desk, it’s often business-critical, requiring quick thinking and action. The goal isn’t necessarily to make everyone happy, but to find a resolution that works and keeps things moving forward. Another key trait is a genuine appetite for a challenge. Trading demands resilience and the ability to perform under pressure as every decision counts.
Who is your mentor, hero or inspiration in the trading sector?
For me, the more meaningful question isn’t just who has inspired me, but who I’ve learnt from the most from a trading perspective. Over the years, I’ve had the privilege of working across several agencies, and along the way, I’ve been fortunate to work with individuals who have had a profound impact on my trading career.
Notably, individuals like Nick Langworthy, Dave Flowerdew, Tara Naipaul, Bobby Campbell, Tim Radcliffe and Marc Bignell have each played a part in shaping my commercial perspective, sharpening my skills, and challenging me to grow. I’m incredibly grateful for the opportunity I had to learn from them.
