‘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.
Credits:
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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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
award season
awards
Cannes Lions
Esther Parsons
Heather Dinas
Lions
Sarah McGregor
The Aunties
The Mummies
Charlotte Wren,
Production extraordinaire at Thinkerbell.
Her dedication, love and care for the craft and purity of an idea is only eclipsed by her love for her girls. A single mum who makes balancing a busy schedule at work and home look effortless.
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I’d love to nominate Sarah Raine – Cummins&Partners for always championing families and humanity with her warmth and understanding. She made my post baby journey back into the industry so much less daunting. Every time she told me “switch off, family first” when my little one was sick and I had the guilts, it made me feel a little less alone and we need more of that.
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If you’re in the production/advertising industry, you’d be acquainted with KATIE MACKIN. She’s the Founder, Managing Director and Executive Producer of Unlisted – home to APAC’s foremost design, animation and film talent – and mummy to a darling five-year old boy. I’ve had the privilege of being employed by this woman for three years and I’m 100% convinced she is not human! She leads with class and compassion and she is dedicated in a way that inspires. Her career boasts some of the most iconic and awarded animated commercials of all time – and in an industry that never rests, she still manages to effortlessly raise a child. She is wonderful.
I would love to nominate Charlie Bruton for all her work with CHEP Networks Families commitee. Always striving to even the playing field in this space.
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I’d like to nominate both Fiona Mullen – Head of PR and Integration Lead and Kathy Lane – PR Specialist of Communicado. Two incredibly
inspiring and supporting mentors that I look up to every day, that turn up for their team at work and then do it around the clock for their families at home.
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I’d love to nominate Laura Cibilich, mum to her two indigenous tamariki/children. When she isn’t driving all across Auckland to watch them play basketball and perform the haka, she is winning and judging global awards – D&AD, Spikes Asia, Best Awards and more, as Founder of leading cultural agency RUN Aotearoa.
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I would like to nominate Marilla Akkermans, Founder and Managing Director of Equality Media + Marketing, and importantly, mum of 2 beautiful-most-of-the-time, and challenging-part-of-the-time, children in Leo and Jasmine. Rather than waiting for the world to catch up, Marilla, created a work place that makes it possible to wear multiple hats. Marilla was the first of the few business owners or directors in Australia to introduce a four-day-work-week and having just ticked over two-years of working in a progressive and pragmatic way, Marilla continues to prove that you can do good and do well in business.
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