A group called The Village has been created to empower, connect, and advocate for parents with media careers.
The community is backed by industry leaders and a dedicated volunteer network, offering a platform for collaboration, mentorship, and resource-sharing. The Village wants to help create a more inclusive and sustainable media landscape for generations to come for industry professionals who are planning a family, expecting, or already caring for children.
The Village was co-founded by working parents Louise Wilson, head of new and emerging business, LinkedIn marketing solutions and Lauren Thornborough, client partner at UM.
Recent independent research commissioned by The Village revealed that 80% of surveyed parents in media cited an overbearing mental load as a barrier to peak performance.
Thornborough said: “This alarming statistic clearly demonstrates the need for this cohort to connect, share experiences, and navigate the complexities of balancing parenthood and career aspirations. Failure to provide adequate support risks further attrition of experienced talent from the industry.”
James Ledger, consultant, The Client Relationship Consultancy, emphasised the ripple effect of talent churn on agencies and advertisers alike, noting the importance of initiatives like The Village.
“One of the biggest frustrations clients have is their agency teams are becoming more junior,” Ledger said.
“Clients are becoming increasingly concerned they are missing out on the strategic counsel, guidance, and support that comes with a more experienced team. In light of this, I applaud The Village, as a well-needed initiative designed to inspire, energise and motivate a more senior agency workforce. That is good news for agencies, their people, and their clients.”
Thornborough added: “Every individual needs a community they can connect and navigate life with. I wish The Village existed when I returned from maternity leave; somewhere to meet like-minded people, to share advice and receive the mentorship I needed to see a future in the media industry.”
The Village already has the support of several prominent industry bodies including the MFA, IMAA, and IAB Australia. oOh!media is supporting the program as a Foundational Partner.
The Village’s volunteer workforce is supported by an advisory board including: Angeline Lee, Venessa Hunt, Jacquie Alley, Scott Laird, Kim Portrate, Mediaweek’s Ricky Chanana, Anathea Ruys, Georgie Nichols, Claire Tsubono and Greg Graham.
The organisation offering will include regular workshops, peer-to-peer mentoring opportunities, and an online community. The inaugural workshop series is scheduled to commence late-2024. The Village will also launch a member newsletter highlighting family-friendly workplaces and resources.
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Top image: Lauren Thornborough and Louise Wilson