The Business Case for Women-Led Firms: 39% More Likely to Outperform

In 2023, a McKinsey report titled “Diversity matters even more” revealed meaningful links between gender diversity and business success.

Organizations with more women in executive roles were 39% more likely to outperform financially, up from 15% less than a decade earlier.

Those with the least diverse leadership were 66% less likely to succeed, more than double the gap in 2020.

In 2025, Grant Thornton, a global accounting and advisory firm, released its Women in Business report, also reinforcing the link between gender diversity and business performance.

According to the findings, companies that invest in gender-diverse leadership see:

• Stronger innovation
• Better decision-making
• Greater appeal to clients and investors

That advantage is especially relevant in the agency world.

In an industry where just 39.9% of C-suite roles at member agencies are held by women, according to the 2025 IPA Census, Willoughby Design, a strategy-led branding agency, stands apart.

It’s the longest-running woman-owned branding firm in the U.S., with a decades-long track record of proving that:

• Inclusive leadership drives results
• Agencies can create impact without losing identity

Willoughby is a standout among Women Business Enterprises (WBEs). It’s a model for how women-owned agencies can turn values into measurable growth, with lessons for both brand leaders and fellow agencies.

Editor's Note: This is a sponsored article created in partnership with Willoughby Design.

Practical Habits That Make WBEs Strong Partners

As an accredited member of ICOM, a global network of 70+ independent agencies, Willoughby Design shows how leadership, strategy, and culture become a performance advantage.

Those behaviours show up in everyday choices, from flexible schedules to collaborative processes and a focus on customer insight.

In a discussion with DesignRush, Nicole Satterwhite, Co-CEO and owner of Willoughby Design, says:

“We have worked with many retail clients who don’t have female representation on their boards and leadership teams. We have been contracted on multiple occasions for our expertise as a branding partner and, at the same time, our ability to bring gender balance to the room.

There have been many times when we have been the only women in the room when we are presenting to a leadership team, even in recent years.”.

WBE agencies, in particular, have proven that they can be those strong partners, building cohesive brand identities that command attention and loyalty.

Willoughby Design has done this by honoring a rich heritage (as a trailblazing woman-founded firm) while embracing transformation and global collaboration.

For example, when Platinum Guild International (PGI USA) needed an agency to develop the brand identity for a groundbreaking new platinum alloy product, it launched a global search.

The result was that Willoughby Design was selected for its distinctive, holistic approach to branding and a distinct understanding of the consumer target for this brand.

And in mid-2024, Inoveo Platinum debuted to the jewelry industry at the JCK Las Vegas trade show, featuring an immersive brand experience (including a 90-foot video installation) that Willoughby helped create.

It’s proof that strong agency partners make the difference in turning ideas into results.

How Inclusive Leadership Fuels Stronger Outcomes

As the research shows, leadership teams with gender diversity consistently achieve stronger performance and smarter decision-making.

Willoughby Design’s Inoveo Platinum launch is a clear example. The outcome was tangible: the product reached the right audience and made an impact.

Another example is the KC Current, the Kansas City NWSL team.

Willoughby Design developed the team’s name, crest, website, and merchandise to ensure the brand resonated with players and fans.

The results spoke for themselves:

• 1.1 million social impressions
• 2.9 million earned media impressions
• Over 20,000 new email subscribers

The team’s $120 million stadium, the first in the world built specifically for a professional women’s sports organization, further amplified the brand’s presence.

The campaign reached millions, grew the subscriber base, and established a distinct, authentic brand identity for the team.

For business leaders, the takeaway is simple.

Women-owned agencies offer perspective, expertise, and disciplined execution that can strengthen strategy, connect with customers, produce measurable results, and inspire internal teams.

Diversity isn’t a metric to tick. It’s a tool to improve outcomes, guide decisions, and drive real business impact.