Digiday Research: 66% of agencies now offer maternity leave
About two-thirds of agency employees say their agencies now offer maternity leave, with about 45% of the same employees saying their shops also give paid leave to new fathers.
That’s part of a new survey covering work-life, culture and careers conducted by Digiday Research early this year.
About 63% of the agencies that offered maternity leave offer between one and three months, while 29% of them offer more than three months.
In the U.S., where paid maternity leave is not mandatted by law, studies by the Society of Human Resource Management have shown that one in three — 33% — of companies now offer paid maternity leave, up from one in six 10 years ago.
In the same survey conducted last year, over 90% said that paid maternity leave was longer than a month and longer than three months for 32% of respondents. Comparatively, 42% said the paid paternity leave offered by their company was less than a month.
In general, the state of parental leave across the U.S. is a problem. But at ad agencies, staffers often bemoan that the industry hasn’t really put its money where its mouth is and created inclusive policies for parents to be able to take time off and return to work in a way that’s sustainable.
That’s not to say there haven’t been moves to try make a change. Movements like the Pledge Parental Leave had agencies sign up to offer at least three months of full paid leave to primary caregivers.
But overall, parental leave in general has been a hot-button topic across the industry. The issue has often been one of unevenness. As Digiday has previously reported, some agencies offer generous parental policies. Others don’t. And for many, the policies are often disjointed or unfair.
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."