emPOWERING neurodiversity; the creative edge our industry needs
With so much significance put on 'out of the box' thinking, why isn't there more thought given to those with neurodiverse traits? Athene Parker, emPOWER Breakfast Founder and autism advocate, says that being neuro-inclusive isn't just a nice approach, it's imperative for creativity.
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The creative field has long celebrated the maverick, the visionary, the person who sees what others don't.
Yet, somehow, it seems we’ve failed to connect these celebrated traits with neurodivergent thinking – particularly autism, which has remained largely invisible in our diversity discussions despite being a potent source of the creative thinking we so value.
As a parent to a pre-verbal autistic child, I felt the need to address the hidden challenges that people experience behind the scenes.
As a parent to a pre-verbal autistic child, and with my own undiagnosed neurodivergence, AuDHD [the term used to describe those with the co-occurrence of autism spectrum disorder and attention-deficit/hyperactivity disorder], I felt the need to address the hidden challenges that people experience behind the scenes.
So, in March 2024, I launched the emPOWER breakfast series as a space for leaders to share their experiences and challenges, to build empathy and understanding, and to create change in the workplace, on a micro-level, from the bottom up.
Above: Parker established the emPOWER breakfast series in 2024.
Working in an industry that prides itself on innovation and in thinking differently we've all, paradoxically, been slow to recognise and nurture the most naturally different thinkers among us. And while emPOWER isn’t all about neurodiversity – we’ve so far covered the challenges of bereavement, child Loss, mental health, menopause and addiction – there does always seem to be a thread, which is the glaring blind spot in advertising's diversity conversation; neurodiversity.
Leila Bartlam, former EMEA Executive Leadership and UK Country Lead at Song Studios, was our first speaker and this decision was deliberate. As Leila is someone who navigates both the advertising world and autism, her perspective isn't just valuable, it's essential.
While organisations within advertising showcase their commitments to diversity across various sectors, neurodiversity remains sidelined.
While organisations within advertising showcase their commitments to diversity across various sectors, neurodiversity remains sidelined, treated as a fringe consideration rather than a central pillar of truly inclusive creativity. The statistics are sobering; while approximately 15-20% of the global population is (diagnosed) neurodivergent, neurodivergent talent remains severely underrepresented in creative leadership. Although, conversely, if we were to do a bit of digging, many of us in this industry are probably neurodivergent. It’s what makes creativity and the structures so appealing.
Above: Former EMEA Executive Leadership and UK Country Lead at Song Studios, Leila Bartlam, was the inaugural speaker at the emPOWER breakfast.
Leila shared insights about overlooked autism in creative spaces that resonated deeply because they exposed a fundamental truth; that we're missing out on extraordinary talent by maintaining environments hostile to neurodivergent thinking. It was also shocking because, when Leila first announced her ND status publicly on LinkedIn, she did so not knowing if that might be the end of her career. However, she felt so strongly that it shouldn’t be something kept in the shade. She put it out there front and centre.
Research has repeatedly shown that neurodivergent individuals offer distinct cognitive advantages.
Leila told me that when she first entered advertising, she quickly learned to mask her autistic traits while not even being aware that was what she was doing, and that she expended so much energy appearing 'normal' that it depleted the very creative energy agencies hired her for.
Imagine what our industry loses daily through this wasted potential. As the conversation around neurodiversity opens up, it could spark the recognition for people to seek a diagnosis and make a mountain of difference to their everyday lives. This isn't simply about doing the right thing – though that should be reason enough – it's about competitive advantage in an industry where fresh thinking is currency.
Research has repeatedly shown that neurodivergent individuals offer distinct cognitive advantages. Pattern recognition that leads to unexpected connections; hyper-focus that powers breakthrough innovation; and attention to detail that elevates craft. Microsoft and other forward-thinking companies have implemented neurodiversity hiring programs not as charity initiatives but as strategic talent acquisitions, recognising something advertising still largely overlooks.
Above: Bartlam [right], on stage at emPOWER with Athene Parker [left].
The irony is obvious. Our industry obsesses over 'thinking outside the box' while systematically excluding people whose brains naturally think beyond conventional boundaries. We commission expensive innovation workshops while ignoring the innovative thinking that exists naturally in neurodivergent minds.
When Leila and I spoke, she highlighted how autistic perspectives can transform creative problem-solving: "Neurotypical creatives often start with what's worked before and iterate outward," she told me. "Many autistic thinkers start from a completely different angle, seeing connections others miss entirely. That's not a disability – it's a way of thinking that brings the originality this industry desperately needs."
"Many autistic thinkers start from a completely different angle, seeing connections others miss entirely. That's not a disability – it's a way of thinking that brings the originality this industry desperately needs."
This resonates powerfully when we consider advertising's current challenges. In a landscape where consumers increasingly tune out predictable messaging, neurodivergent thinking offers a path to genuine originality. For Leila and I, the journey over the last year has been transformational. emPOWER is about to launch the first of its men’s sessions, and Leila has stepped away from her role at Accenture Song and is soon to launch her own ad industry-centric neurodivergent network, called AdND.
She wanted to set up a support network because she knew first-hand how transformative the right workplace accommodations can be. When she received the support she needed at work, her creative potential was unlocked in ways she had not experienced before. This begs the question, just how much potential is missed when neurodivergent talent isn’t given the space to thrive?
Above: Embracing those with neurodiverse traits can be a way to fire up the creativity of the industry.
AdND is an online peer network for neurodivergent people working in advertising and marketing. Launching later this year, with Leila as Neurodiversity Advocate, it will be a vibrant and inclusive online space where members can share challenges, find support and connect with others who truly understand their experiences. AdND will offer practical resources, mentoring and tools to help individuals navigate their careers with confidence.
Awareness alone isn't enough. We need systemic change and sustained support structures.
AdND will also support agencies seeking advice on fostering a more inclusive environment for neurodivergent talent. By building a culture that values diverse perspectives, agencies can unlock new ways of thinking, problem-solving and storytelling, leading to richer, more impactful work and better business outcomes. This isn’t just about inclusion; it’s about recognising and leveraging unique talents to transform how we create and communicate’
But awareness alone isn't enough. We need systemic change and sustained support structures. As Leila eloquently told me: "Don't just give me noise-canceling headphones in a chaotic office – rethink why creative spaces need to be chaotic in the first place."
The business imperative is clear. As advertising struggles with commoditisation and sameness, neurodivergent thinking offers a path to genuine differentiation. Agencies that create truly neuro-inclusive environments won't just be doing good – they'll be doing better work.
