MIA (Mums In Ads) is a network tackling under representation of mothers in the advertising industry.
And then there's Mavens Magazine, an independent publication to champion women in Australian advertising and media.
The gender equality conversation desperately needs to leave the echo chamber, according to Leah Morris, founder of Mavens.
But what about mums at the front line of agency work?
AdNews spoke to Michelle Lomas, Anathea Ruys, Justine Leong, and Fiona Forbes about home/agency work/life balance.
Michelle Lomas, general manager at AMPEL, and mother of a four-year-old boy, says a career in media isn’t linear and having it all can mean a C-Suite title.
Lomas: “Before I had my son, I had it all. I was working in New York with a VP title, in the world's biggest privately owned publishing house, in an office overlooking Central Park. I was on a plane to a new city every other week, walking the halls in designer stilettos and rubbing shoulders with celebs in the cafeteria.
“Life isn't linear, and your career isn't either. Does 'having it all' work in chapters? I think it's less about the 'chapters' and more that our perception of what 'having it all' means alters as we go through life. After four months of maternity leave, I realised that big NYC life was no longer what I wanted. The role I had worked so hard for no longer fulfilled me. 'Having it all' took on a different meaning as a little one entered my life.
“So who set the standard that 'having it all' meant you needed the C-Suite title, the busy travel lifestyle, and the gorgeous home and family - all while pulling it off effortlessly glamorous? To that I say - good riddance to stereotypical bad rubbish! Career growth isn't linear. If you take a side step to factor in more balance for your family - you are still having it all.
“Every woman can have it all - it's just about being honest with what that means for you. Whether it's taking a demotion for a part-time role, working as a consultant to have free time, or chasing that C-Suite. It's up to you.”
Anathea Ruys, CEO UM Australia and mother to two teenage sons, calls out the gender inequity of expectation when it comes to parenthood and returning to agency life. Ruys also re-affirms the fact that agency career progression remains forever changing and in many cases is never a tall straight ladder one can climb.
Ruys: “It’s a pithy comment we hear a lot: “women can have it all, but not all at the same time” and it’s incredibly frustrating because we never hear anything similar about men, but also because it is (generally) true!
“Sometimes we look at careers as a single, linear journey. You start your career; you progress in a straight line “up” until you reach a specific point; and then you stay there until you either decide to leave the industry, or industry needs change and rather than being retrained, you are replaced.
“At the risk of overusing the metaphor, the structure you build is yours and yours alone. But the way you get your employer to help build your career comes from collaborating with managers and leaders to ensure they know where you are and what is important to you at any specific phase of your career. If your manager is looking at your career as a linear journey while you are in a phase where you just want to do a good job maintaining, then you will both be frustrated.
“If you can communicate what you need while you are in a particular life-phase, both you and your team leader will be aligned and feel good about what the outputs and opportunities are.”
Justine Leong, general manager Sydney, whiteGREY, had her first child last year and found herself shape shifting as her circumstances changed.
Leong:” Life is a collection of experiences. Going to school, a first job, the partying years, living overseas. Each experience requires you to adapt, shape yourself and be shaped by the situation. Motherhood is no different.
“I had my first child last year and I found myself shape-shifting again.
“I returned to a flexible role in a flexible workplace, balancing childcare and work with no grandparents nearby. I've also been promoted and reignited my love for travel following the COVID years. And successfully travelled solo with a one-year-old? Check.
“Do I have it all? Hard to say. But if you are in the right environment with the best support, you’ll have a bloody good chance of doing the things that matter to you, and that’s what counts.
“So, for now, my cup is full (usually with red wine by the end of the day.)”
Fiona Forbes, executive director of communications at Icon Agency, grew up in the days of the women's liberation movements and was constantly reminded that she can have it all. Forbes believes that society still has a long way to go in terms of pay gaps and gender equality, and this starts at work.
Forbes speaks from the perspective of both mother and employer:
“I grew up in the '70s in the days of women’s liberation. I was constantly told women could ‘have it all’ but, truthfully, I believe society has taken a really long time to catch up and we still have a long way to go when you consider gender equality, pay gaps etc.
“Throughout my early career, I stuck to my principles. I wanted a career, a husband, a family, ‘the dream’; but I felt guilty when I was at work thinking about time away from the children, and stressed at home when I was caring for them if I had a deadline.
“My husband was Irish and had an ‘old fashioned’ upbringing - women did all the domestic tasks - so the impact on me was tremendous. I was endlessly exhausted trying to keep up the façade of being a perfect wife and mother and at the same time working hard enough to get recognised and promoted.
“From the benefit of a lived experience (my children are now 27 and 32) I believe you can have it all, but in chapters.
“As employers (in agencies) we need to support women through these life stages, for example, coming back to work part-time, but I also believe it has to be a win-win.
“I have heard women (account leaders) who are considering planning a family say they will leave to seek an in-house role as returning to agency life (post-pregnancy) is too stressful with long hours, demanding clients and the perception of inflexible workplaces.
“As employers, we can’t afford to have the talent drain. We need to be more flexible and closely consider, and implement, a work/life structure that works for the employees but also for the agency. This can encompass job share roles, project work, or smaller client loads all of which allow flexibility and reduce stress.
“I am hopeful that now we have endured a pandemic, women in particular can reap the benefits of flexible work environments which enable their career progression. The playground has evened out and the pre-Covid symbols of progression such as working long hours at the office and socialising to maintain relevance, are no longer.
“And this is true for both men and women, we can all have a little more balance and a focus on what is really important in life.”
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