The ‘girlboss’ may have fallen out of cultural favour, but women’s influence on the creative industry has never felt more present. At Old Friends Young Talent, they are known as the women in SPAM, a playful shorthand for the women working across social media, PR, advertising and marketing. Together, these women show that influence inside Old Friends Young Talent is not limited. Supporting women in the industry, then, has to go beyond the language of empowerment, especially during Women’s Month. Women at Old Friends Young Talent are not just part of the future of brand storytelling, they are the ones writing it.