Determining the Need

This March, we're launching AWParents, an initiative meant to make the industry more inclusive for parents in the workplace.

As tenents of this initiative, we will commission original research, promote positive dialogue and sponsor 100 returners to attend Advertising Week Europe.

This initiative follows AWMoms which was launched at AWNewYork in September 2019, where we sponsored 150 mothers to attend and revealed research findings in partnership with Spark Neuro that highlighted the biases against moms in the workplace.

We look forward to working alongside the AWParents committee to bring this initiative around the globe and drive the industry towards being a more inclusive place for all parents and caregivers.



Our mission is to help our industry eliminate a culture of parental bias through constructive and collaborative means to create a strong advertising and marketing industry where all workers can feel fully supported.



The AWParents committee is comprised of professional moms & dads and parents-to-be at all career stages who are committed to driving the conversation forward and making our industry more inclusive and supportive of parents. This group was formed from the need to listen to and hear the many voices of parents and caregivers across continents. With the help and vision of our Parenting committee we currently have several powerful initiatives underway including a video series exploring the “Truth” about parental bias in the workplace, commissioned original research on this bias, and more to come. 


At the event held in London 16-19 March, we will bring this mission to life across the four days. First, we will sponsor 100 returners to attend AWEurope. This is open to anyone who has been out of the workplace for 15 months or longer. We hope this opportunity will offer returners the chance to learn the latest trends, network with peers, and instill confidence for their return to the workplace.

Second, we will reveal new research findings from an industry study in partnership with Universal McCann, followed by an honest and provocative panel conversation to discuss the implications and proposed actions to address these findings.
Finally, we will host an AWParents speed mentoring event in collaboration with Creative Equals, giving any parents or parents-to-be the opportunity to get one on one advice from mentors who have found what works for them, and can provide guidance for a career as a parent. Read more here.
We look forward to continuing to bring this initiative to AW events around the globe and to developing its year-round impact.

We'd love your input! Take the survey here.

AWParents in the News

At AW, we continue to publish content around this important topic via the AW360 news and thought leadership platform. Click the headlines below to read the latest:



If you have any questions or would like to join the AWParents committee, please contact us at For any returners who wish to apply for a sponsored pass, please fill out the brief application below.