Ali Hanan, founder of award-winning organisation Creative Equals, believes diverse teams create diverse (and more innovative, creative and profitable) work for diverse audiences. Her team pioneered a data-driven, people-powered model for diversity, the Creative, Tech and Media Equality Standards, now a recognised kitemark. This has become the industry's benchmark, giving companies a review, rating and a road map, now championed by the Institute of Practioners of Advertising. The Government Equalities Office funded the first CreativeComeback programme for returning talent, now expanded across the globe, backed by Diageo. Creative Equals is setting up first cross-cultural leadership programme to step-change the BAME leadership story, Accelerate. They also host RISE, a conference focused on inclusive marketing, out to change the representation in advertising and media.