‘It’s something the industry needs to acknowledge’: The Aunties introduces awards series recognising industry Mums

While many are celebrating well-deserved Cannes Lions wins, there’s an advertising achievement that has been long overlooked. During the fuss of award season, The Aunties hope to make a fuss of some incredible industry Mums via its latest initiative, Mumbrella can reveal.

Hot on the heels of season two of their popular podcast ‘Mums on Call’, the not-for-profit mentoring program and supportive space for women in the creative industry hopes to support and spotlight industry Mums via the adorable award series, The Mummies.

Despite the fact that many know Mums are valuable members of any department, they still only make up 10% of creative departments, according to Advertising Council of Australia’s latest Create Space survey results.

Moreover, 23% of female respondents with childcare responsibilities say they are likely to leave the industry based on a lack of inclusion or discrimination. 

So while the industry’s attention is focused on recognising the incredible work awarded in the South of France this past week, The Aunties are making a spiky point of their own – the industry’s Mums deserve recognition too. 

Recognition for the long days, late nights, part-time juggles, missed school plays, child-care bugs and sleep-cycle struggles. For the unique insights they bring to briefs, the balanced management styles and their expert negotiation skills (because if you can do it with a demanding two-year-old, you can do it with anyone).

Introducing, The Mummies. An award series honouring all that Mums have done, and continue to do.

Photographed by Heather Dinas, the series features industry Mums from various agencies, disciplines and life stages, alongside their award-adorned children.

When The Aunties reached out to collaborate, I was immediately onboard,” Dinas explained.

“This concept struck a chord with me, as motherhood has profoundly shaped my life, and what better way to honour and celebrate the unique bond between mothers and their children.”

Founding member of The Aunties and ECD at Dentsu Creative, Sarah McGregor, said: “At The Aunties, we advocate for women across all life stages, and so it’s important for us to continue to acknowledge the enormous value that parents offer through our podcast and content like The Mummies.”

Sarah McGregor, ECD, Denstu Creative and her gold Cannes lion cub, Wyn, 8.

Esther Parsons, art director, Clemenger BBDO and her sweet LIA angel, Sylvie, 2.

Annie Price, ECD, Communicado and her sharp D&AD pencil, Dot, 14.

Nat Taylor, founder, Poppet with her fintastic Sharks Arlo, 8 and Rudi,11.

Lauren Eddy, senior copywriter, Bullfrog and her cute Clio, June, 1.

Edwina Gilbert, EA to CEO, Bullfrog and her two Spike-y sons, Gus, 8 and Josh, 10.

Priya Addams Williams, Shift 20 Initiative lead, Dylan Alcott Foundation and her little AdFest lotus, Leela, 1.

The Aunties will spotlight each Mummie, with in-depth interviews discussing their victories, struggles, and how the industry can better support working parents.

Esther Parsons, art director Auntie and art director at Clemenger BBDO, added: “You gain so many valuable skills when you become a parent, and it’s something the industry needs to acknowledge.

“We do such a good job celebrating award wins, so it’s only fitting we celebrate the parenting ones too.”

So while everyone is celebrating the Cannes Lions wins, look around your office, and celebrate the Mums.

 If you’d like to nominate a Mummie of your own, please comment below. 


Photographer — Heather Dinas
Creative — Phoebe Sloane
Creative — Esther Parsons
Creative — Sarah McGregor
Operations — Sive Buckley
Design — Ellena Mills
Retouching — Ross Goddard
Social lead — Beatrix Fisher
Social — Angelina Lay
Social — Madelene McGuinness
PR — Abigail Dawson
Hair & make up — Joyce Jian Ying
Hair & make up — Kate Radford
Assistant — Malachi Smith
Assistant — Ellina Den Toom
Assistant — Estefan Velazquez
Location — The Mad House


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