StrawberryFrog Says Mom Should Not Be a Bad Word in the Workplace
Agency Founder Urges Stand Against Mother Workplace Bias
NEW YORK, May 6, 2016 /PRNewswire/ -- In honor of Mother's Day, StrawberryFrog (a Manhattan-based agency known for sparking cultural movements) is giving mothers a "moms up" that takes a stand for more moms in the workplace. The video, seen here: https://vimeo.com/164780694, is themed around the idea "mom is not a bad word."
"Mothers are an extraordinary resource for businesses. Why should mothers need to choose between having a leadership position or being moms? Why can't they be both? Looking at the advertising, marketing and media business, a lot of women start at the entry level, but there's a leaky bucket and a significant number leave their jobs when they become parents. Why is that?", asks Karin Drakenberg, mother of two boys as well as co-founder and COO of StrawberryFrog. "We want to help start a conversation about the need for moms in leadership positions, but the reality is that without systems and structure in place to enable women to have both a professional career and be fulfilled parents, it's difficult for women to stay in the workplace. I'm originally from Sweden, and when you have a baby, parents receive over a year of parental leave, and both parents take it. The result? 50% of the parliament is women vs less than 20% here."
Drakenberg continues, "Making structures work for moms makes a lot of sense given women make up 50% of the population but drive an estimated 70% -80% of consumer spending through purchase power and influence. In fact, 50% of products marketed to men are purchased by women. Globally, women control $20 trillion in annual spending – in the next five years it's expected to rise to $30 trillion."
The topic of moms in the workforce has sparked endless discussion and promises, yet most industries have yet to fully commit to moms, neither in terms of recruiting nor creating a work environment where moms can thrive.
As a result, many industries are missing out on a huge opportunity, says StrawberryFrog co-founder and CEO Scott Goodson. "Having a workplace where mothers thrive is good for business. It's good for our company, for our culture. It's good for our clients. Mothers have great insights and an excellent work ethic. Karin, our co-founder, taught me a lot about what mothers can do firsthand. So too have all the mothers who are in leadership positions at StrawberryFrog. But to attract moms you can't rely on the systems or structures of the past. You need to have an office that is more humane, where great talent - including mothers - feel great about themselves. This kind of office is more productive."
The two-minute video features interviews with working moms at StrawberryFrog. Additionally, there's a blog, articles, and two "Uprising" podcasts, all of which can be accessed at http://www.frogmoms.com. The podcast episodes feature Goodson interviewing Nancy Hill, head of the American Association of Advertising Agencies (4As), and Lisen Stromberg consultant with the 3% conference, on the challenges women and moms face in advertising, marketing, media and technology industries and how to overcome these obstacles.
Holly Gordon, the founder of Girl Rising, observes, "The 'mom is not a bad word' movement by Karin and her team at StrawberryFrog, is a timely and vital call-to-action to keep mothers in the workforce -- and in leadership positions -- especially in culture-defining sectors like advertising, marketing and media. Too many women start promising careers but leave when they have children - not because they want to, but because traditional workforce structures don't work. The system has to change. The result will be good for companies, good for customers and good for society."
StrawberryFrog Executive Creative Director Shayne Millington adds a personal perspective: "I put off having both of my children because I was afraid of how it would impact my career. Women creatives have to work so hard not to be pigeonholed and I didn't want to give that up and be 'mommy tracked.' I think there are a lot of women like myself who want to be an involved mom but also want the opportunity to hold executive level positions on challenging brands and create award-winning creative. We just need a supportive and flexible environment. I'm able to make my situation work because I have that support system at home and at work."
About StrawberryFrog
Founded in 1999 by Karin Drakenberg and Scott Goodson, StrawberryFrog began as a small independent agency in Amsterdam with a big vision; to challenge the traditional agency networks. For the past 15 years, the agency has done exactly that by delivering world-class strategy, innovative communication platforms and breakthrough campaign tools. We thrive in the development of cultural movements for our clients, and it is our strategic approach that sets us apart from the rest. Today, StrawberryFrog is the world's first movement marketing agency. READY. SET. LEAP!
Contact: Pat Sloan
+1-646-673-4787
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SOURCE StrawberryFrog
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