{"id":28186,"date":"2025-05-30T15:28:52","date_gmt":"2025-05-30T22:28:52","guid":{"rendered":"https:\/\/presskitchen.com\/?p=28186"},"modified":"2026-01-28T09:50:01","modified_gmt":"2026-01-28T09:50:01","slug":"butter-in-lbb-how-adland-can-do-more-to-support-parents-and-parents-to-be","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/butter-in-lbb-how-adland-can-do-more-to-support-parents-and-parents-to-be\/","title":{"rendered":"BUTTER in LBB: How Adland Can Do More to Support Parents and Parents-to-Be"},"content":{"rendered":"

\"\"<\/p>\n

Trends and Insight<\/span><\/span><\/a><\/p>\n

The Big Think:<\/h1>\n

Lactation rooms, fertility cover, enhanced paid leave and more, parents from the industry open up on what\u2019s lacking and why improving things for parents improves business, writes LBB\u2019s Sunna Coleman<\/strong><\/p>\n

\"\"<\/p>\n

I am not the same person I was just over a year ago. In September 2023, I became a first-time mum, and overnight, my priorities, my beliefs, my life, instantly changed. It\u2019s the best thing that ever happened to me but it also brings with it personal and professional challenges that I had no idea were coming.<\/p>\n

That\u2019s what makes the topic of how parents can be better supported \u2013 in any industry \u2013 such a difficult one. You don\u2019t know what you don\u2019t know. Open discussion is vital in order to help others understand and to improve circumstances for both parents and for businesses.<\/p>\n

The ad industry, in particular, is notorious for its long hours and unpredictable schedules \u2013 two things that can have a huge impact on family life, particularly for those with very young children.<\/p>\n

\u201cWe\u2019ve built a hustle culture where long hours are worn like a badge of honour,\u201d observes BUCK CEO, Emily Rickard. \u201cNot only does it clash with what working parents actually need, but it\u2019s completely unsustainable. You shouldn\u2019t have to choose between your career and being a present parent.\u201d<\/p>\n

Ling Ly, head of post production and lead editor at FIN Studios agrees. \u201cAdvertising demands your time and attention \u2013 which, coincidentally, are exactly what young children demand, too. Parenting feels like a full-time job in itself. I\u2019m lucky to have a partner (not in the business) who covers a lot of ground day-to-day, but I can\u2019t imagine parenting solo in this industry.\u201d<\/p>\n

For Hannah Williams, ECD at Chemistry, who has recently returned from maternity leave, the topic brings up a lot of feelings. \u201cThe truth is, yes, being a working parent, especially in this industry, IS HARD. There are times I feel like I\u2019m failing as a mother because I\u2019m travelling for work, or taking a last-minute edit session over dinner time. And there are also times I feel guilty dropping a call because I have to make it to daycare pickup by 6pm.\u201d<\/p>\n

This sentiment is felt by many across the board. \u201cAfter my first child, I came back to work brimming with confidence \u2013 I\u2019d kept a tiny human alive for nearly a year, surely I could handle anything?\u201d Iris\u2019 chief growth officer, Elisha Pearce recounts. \u201cBut within three months, I hit a massive wall. I believed that unless I returned full-time, I wouldn\u2019t be promoted. I saw my child for just an hour in the morning and evening, and it felt like grief. At work, I tried to act like nothing had changed, but I was exhausted, sleep-deprived, and mentally drained. With my second, I was more prepared, but new challenges arose \u2013 particularly the endless cycle of illnesses.\u201d<\/p>\n

At No Single Individual, CEO Christine Olivas reveals that \u201cmothers and caregivers in advertising are burning out at higher rates and leaving the industry in alarming numbers,\u00a0as our original research shows<\/a>. But empathetic, solutions-focused leadership can change that trajectory. This isn\u2019t just about doing what\u2019s right, it\u2019s about recognising the value parents bring. Their lived experience, clarity of conviction and diverse skill sets enrich the workplace and elevate the work.\u201d<\/p>\n

Do I Stay or Do I Go?<\/strong><\/h3>\n

Research like that of No Single Individual\u2019s spotlights one of the biggest catastrophes of the current state of affairs. The industry is losing experienced talent unnecessarily, for the disheartening reason of a lack of support. Lola Milner-Barry, marketing manager at True Digital confesses, \u201cWhile pregnant with my first and suffering from extreme pelvic pain, I asked my then employer (a big network agency) for a flexible working policy \u2013 just a couple of days a week working from home. The answer was a firm \u2018no\u2019.<\/p>\n

\u201cI watched my senior female colleagues, all with children, miss pickups, often bedtimes, constantly trying to juggle it all at the expense of their family life. I knew something had to change, and quickly.<\/p>\n

“Fast forward a couple of years and I decided to move out of London and find an employer who genuinely offered a supportive working environment \u2013 one with a hybrid structure, where autonomy sits with the individual. There\u2019s complete trust and open conversations without the pretence that we can do 12-hour office days and still live a fulfilling family life. It is out there \u2013 perhaps it just takes stepping outside the M25 to find it\u2026”<\/p>\n

Stories like these don\u2019t give parents-to-be much hope. It\u2019s saddening. But this isn\u2019t just a problem for the individuals involved \u2013 losing experienced talent has a knock-on effect through the rest of the company, as Kate Luxton, brand director at Familiar Creatures, describes: “Throughout my 18 years in advertising, many of my peers have left the agency world to go client-side, freelance, or change careers entirely. Why? Because agencies suck at supporting parents. Which means agencies lose lots of great senior talent. And younger agency employees have lost experienced leaders to learn from.<\/p>\n

\u201cWhy hasn\u2019t the industry worked harder to keep high performers who just happen to be caring for a kid now? Why not stand up for them and give them the support they need, instead of thinking of them as numbers on a spreadsheet? When people feel supported and invested in, they will show up to do the best work of their lives.\u201d<\/p>\n

Emily believes that \u201cmore generous paid family leave policies for all parents, not just mothers, will make the biggest difference. Coming back to work when your baby is 12 weeks old should be a choice, not a necessity. A more parent-friendly approach is essential to future-proofing the industry. Without it, we\u2019ll never close the gender gap.<\/p>\n

\u201cHaving a child should not derail a career, nor should taking time off to care for a family be treated as a liability. We need to start treating caregiving as a normal, valuable part of life, not a professional setback.\u201d<\/p>\n

The need for genuine parental support feels \u201cvery real\u201d for Sophy Vanner Critoph, head of strategy, culture and communications at Amplify, who recently returned to work after six months of maternity leave with her second child. \u201cParental leave policies desperately need an upgrade. Comprehensive, fully paid leave for all parents and actively encouraged shared leave are essential. Subsidised childcare, especially in London’s high-cost environment, would be transformative. The current expense forces many to relocate, ironically often increasing commute times and reducing family time.<\/p>\n

\u201cHaving kids is amazing,\u201d she continues, \u201cbut the current system risks making this choice unaffordable for many in our industry. It’s time for adland to move beyond lip service and implement meaningful changes that support parents, recognising that this isn’t just compassionate \u2013 it’s crucial for a sustainable and diverse future.\u201d<\/p>\n

Kate expands on this, \u201cParents need space to adjust to their new normal without financial penalty. Transitioning from a regularly functioning adult to a parent are the most vulnerable months of a person\u2019s life. Your body changes. Emotions run wild. Lack of sleep. Disconnection from the outside world. Total loss of control. And the burden of childcare costs. To work for a company that dismisses any of these changes feels demotivating and personal.\u201d<\/p>\n

The F Word<\/strong><\/h3>\n

\u201cOne bold change I\u2019d love to see is fertility coverage and flexible time off for treatments like IVF,\u201d Ling states. \u201cMany women, myself included, build their careers for over a decade before considering starting a family and then face fertility challenges later. Normalising these benefits would show that adland is truly invested in its talent and its future.\u201d<\/p>\n

Mariah Haberman, VP, communications director at BarkleyOKRP shares, \u201cMy parenting journey started long before my daughter was born. After two miscarriages, the first flowers came from my team. I knew then that I was supported, not just by policies, but by people.<\/p>\n

\u201cThat support only deepened when I announced my pregnancy, especially from the many working moms on our PR team who had been in my shoes. And it didn\u2019t stop when my daughter arrived. With 14 weeks of fully paid parental leave \u2013 offered to both moms and dads, and equally to adoptive parents \u2013 I had the time to focus on my family without the pressure to rush back.\u201d<\/p>\n

One of the first agencies to be fertility accredited was Iris. \u201cOur fertility policy demonstrates genuine support for employees navigating challenges. I\u2019ll never forget a talk where people shared personal experiences \u2013 like daily hormone injections and scans during full-time work. It opened my eyes and made me a more compassionate leader,\u201d reveals Elisha.<\/p>\n

This support can also be seen at Venables Bell & Partners. \u201cFor employees facing challenges in becoming parents, we help cover IVF and egg-freezing costs, offering paid leave during the process for the employee or their spouse,\u201d explains associate partner and COO, Mary Johnstone. \u201cOnce pregnancy begins, we ensure our benefits cover a significant portion of parental leave. Many parents feel forced to return to work early due to financial pressures, so we offer 10 weeks of fully paid parental leave for both men and women. Birth parents also receive an additional six weeks of fully paid disability leave. This benefit applies to children through birth, adoption, or even pro-rated for foster care. When combined with state benefits, short-term disability, sick, and vacation time, many parents are fully paid for five to six months. We also offer paid leave for employees who experience pregnancy loss, and we\u2019re committed to providing paid time off for safe abortion access, should it be needed.\u201d<\/p>\n

\u201cUltimately,\u201d Elisha says, \u201clasting change comes from building a culture of openness and trust \u2013 led from the top and embraced throughout. We need honest feedback, in-hours parent networks, proactive HR guidance, and accessible financial support. But most of all, we need understanding \u2013 and that starts with keeping working parents in the industry, so their presence becomes the norm, not the exception.\u201d<\/p>\n

More than a Broom Cupboard<\/strong><\/h3>\n

\u200bSo, what does an inclusive and supportive workplace for parents look like at a practical level?<\/p>\n

First, \u201ceducation for managers is key,\u201d Emily states. \u201cComing back to work after having a baby is hard! You might still be breastfeeding, your hormones are all over the place, and you\u2019re probably missing your baby like mad. This is where empathy really matters. Flexibility is important, yes, but so is understanding what that transition actually feels like.<\/p>\n

\u201cManagers need the right tools to support people properly. And let\u2019s be honest, having a clean, comfortable space to breastfeed or pump isn\u2019t a \u2018nice to have\u2019. It can\u2019t be a windowless broom cupboard down a hallway. It has to be built-in, not tacked-on.\u201d<\/p>\n

Annick Mayer, executive producer at BUTTER Music and Sound offers, \u201cIf your employee is a birthing parent, make sure there are resources for them upon return \u2013 a pump station, a private area to store breast milk, and honestly a private place to cry. Postpartum is no joke. Check in on your people and make sure they\u2019re okay. Accept that the hours between 5pm and 7pm are sacred. Respect boundaries. Be kind. Listen. In return, you\u2019ll earn loyalty.\u201d<\/strong><\/p>\n

Gravy Films director, Laura Murphy says, \u201cI have seen so many bad-ass agency creative and crew women pumping while on travel jobs, and then having to facilitate temperature-controlled storage as well as shipping their breastmilk back home. I feel like that is something agencies could make some sort of deal for or help cover. It would just be one less thing to think about when you are already working incredibly hard and away from home.\u201d<\/p>\n

As a freelancer, Laura notes that she can\u2019t take too long off from work after having a baby because she could lose her union benefits. \u201cIt\u2019s a terrifying thought when you have a new dependent! So having an option to continue working after having a kid and having your baby or child nearby to visit, deliver breast milk to, etc, would be incredibly helpful and alleviate one big hurdle.<\/p>\n

\u201cIn the UK, I\u2019ve heard that there\u2019s a company that sets up a mobile childcare unit near set, staffed with nurses, childcare workers, or teachers, and is there from call to wrap. Parents have the option to pay to bring their kids there for the day (or days) while they are shooting. Production doesn\u2019t even have to pay for it, they just have to facilitate the parking. Something like that would be incredibly helpful for working parents with babies and very young children.\u201d<\/p>\n

Courtney Nelson, president at TBWA\\Chiat\\Day LA highlights \u201cpeople\u2019s needs vary, and it helps when we stop trying to solve for \u2018parents\u2019 as one big group and instead just ask, \u2018What would make this work better for you?\u2019\u201d<\/p>\n

As a first-time dad, Kevin Nelson, account supervisor at GLOW has found working from home to be a game-changer. \u201cI’m appreciative of a flexible work-from-home policy that allows parents with small children like me to be present and supportive with those critical first few years in their life. Summer Fridays help me juggle family time and client needs, but the industry needs more.<\/p>\n

\u201cSome companies like Buzzfeed offer 18-week leave where they see 95% of parents return, far above the 57% national average. At GLOW, we\u2019ve established close-knit relationships and trust with big name brands. Retaining valuable clients means supporting parents before and after their parental leave. It\u2019s not just inclusive, it\u2019s how we keep adland’s edge sharp and future-ready.”<\/p>\n

\u201cCreating a flexible work environment not only supports working parents, but all employees,\u201d adds Megan Brittain, director of account management at THE MAYOR. \u201cYou may have employees who are new parents or employees taking care of aging parents. Or both. Flexibility helps when life gets big.\u201d<\/p>\n

She recounts, \u201cI was five months pregnant with my second kid when I interviewed at THE MAYOR and seven months pregnant when we launched. Needless to say, creating a helpful policy was very much on my mind (and cankles). No matter what, we wanted THE MAYOR to have the kind of culture we dreamed about \u2013 one that was ready to meet our team where they were in their lives.<\/p>\n

\u201cFor me, it was realising that my old schedule no longer applied. My mind is much sharper in the morning than late afternoon. So, I start my day earlier, which allows me to do daycare pick up and get those sweaty end-of-day hugs from my boys. Then after a few hours pass, I check back in at night.\u201d<\/p>\n

To make this type of flexible working a success, Megan highlights \u201ccommunication is everything. Fewer surprises mean people can plan their day and keep boundaries. Let morning people be morning people. Let night owls be night owls. A great agency takes all kinds.\u201d<\/p>\n

At Party Land, the company has fully transitioned to remote work with a 4.5-day work week. \u201cIt\u2019s been our model since 2020 and we\u2019re never going back,\u201d claims co-founder and chief operating officer, Haley Hunter. \u201cThe biggest advantage: each and every Party Lander gets to put themselves and their families first. Employees can live wherever they feel their own sense of community. This has led to an increase in diverse talent and a near-perfect talent retention rate.<\/p>\n

\u201cIt\u2019s not about \u2018making exceptions\u2019 or special treatment for parents, it\u2019s about creating an entire system around respect for everyone\u2019s life outside of work. Burnout doesn\u2019t discriminate between parents and non-parents.\u201d<\/p>\n

Beyond flexibility, Perri Grinberg, SVP, director of talent experience at MullenLowe US says, \u201cWe\u2019ve enhanced our offerings to provide truly comprehensive support. This includes extended paid leave, sensitivity training, parental coaches, and gradual transition plans to ease parents into their new reality. Because everyone\u2019s path to parenthood is unique, we also introduced reimbursement for adoption, surrogacy, and elective egg freezing, as well as bereavement leave for the loss of a pregnancy or adoption, acknowledging the full spectrum of the parenting experience.\u201d<\/p>\n

At Seen Presents, group HR director, Lisa Bent has come up with a variety of resources, including a visual maternity planner that helps employees map out their leave, understand holiday entitlements, and track what they\u2019ll accrue during their time away. \u201cI also offer to pair expectant parents with those who have recently returned to work, giving them the chance to gain lived guidance from someone who\u2019s walked the path before \u2013 while also easing their workload and offering the option to work remotely before they go on mat leave.<\/p>\n

\u201cOnce back, reintegration into a creative, fast-paced industry isn\u2019t always easy. Parents return changed \u2013 but the demands of the job remain, which must be remembered. To provide additional support, I launched Seen Parents, a peer-led network that brings together parents and stepparents at various stages of both career and family life. I\u2019m not a parent myself, so this initiative will hopefully help individuals feel heard and supported through lived experiences, shared stories and practical advice. The more we listen and adapt, the closer we get to an adland where parenthood and thriving careers are not at odds, but entirely compatible.\u201d<\/p>\n

It Starts from the Top<\/strong><\/h3>\n

While policies are key, Mariah believes that \u201cculture carries the most weight. It\u2019s knowing I can step away to pick up my daughter without side-eye. It\u2019s having four Mothers\u2019 Rooms across three offices \u2013 a tangible reminder that parenthood and career growth can go hand in hand. It\u2019s rewriting press statements in my head while rocking my baby girl to sleep \u2013 and feeling empowered, not penalised, for blending work and motherhood.\u201d<\/p>\n

\u201cIt shouldn\u2019t feel like something people have to tiptoe around,\u201d Courtney agrees. \u201cWhen leaders are open about what\u2019s going on in their own lives \u2013 whether that\u2019s daycare logistics or teen drama or just needing to be offline at dinner \u2013 it makes space for others to do the same.\u201d<\/p>\n

This is also felt at MullenLowe US, where Perri shares, \u201cWe\u2019ve found that leading by example is the most powerful way to cultivate an empathetic workforce that genuinely supports parents. When our leaders are transparent about their family commitments, it signals to everyone that they can do the same \u2013 duck out early for the robotics competition, coach the baseball team, or embrace your inner dance mom. When we empower our people to show up for their families, they\u2019re even more dedicated to showing up for us when we need them most. That\u2019s not just good policy; it\u2019s good business.\u201d<\/p>\n

\u201cAnd don\u2019t forget, support for parents doesn\u2019t stop after the \u2018ramp up period\u2019 back to work,\u201d Kate points out. \u201cThe next 18+ years will bring broken arms, recitals, field trips, friend drama and college applications. Give space to your employees to be mom or dad, and they will kill it for you in return.<\/p>\n

\u201cThe reality is that parents return with a new awareness of their power, responsibility, time management and appreciation (even love) for their time spent at work. These employees are worth the investment.”<\/p>\n

Haley adds that \u201cthe industry must stop thinking about this as just a parents\u2019 issue and start thinking about it as a caretaker issue. Everyone is a caretaker in some way \u2013 of a child, a partner, a parent, a pet, and even themselves. If we build systems that honour that reality for everyone, not just parents, then the entire industry will be stronger and more sustainable.\u201d<\/p>\n

\u201cI don\u2019t have all the answers,\u201d Courtney concludes, \u201cbut what I do know is that people do their best work when they don\u2019t have to hide big parts of their life. If we get this right, we don\u2019t just support parents, we build a better, more human industry overall. One that people actually want to stick with \u2013 even when life gets messy. That feels like something worth working toward.\u201d
\n\u200b<\/p>\n","protected":false},"excerpt":{"rendered":"

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