GroupM has announced the launch of Strive in Australia, a future of work program that brings a new approach to flexibility.
The new program addresses parental and carer’s leave, mental health and wellbeing, international mobility and beyond, for all the group’s people across Mindshare, MediaCom, Wavemaker and Essence.
Strive is designed to support the people at GroupM and its agencies, giving everyone the opportunity to redefine how, where and when they work. The program includes the launch of several initiatives, such as tailored flexibility plans and an industry leading parental leave policy, with more planned later in 2022.
GroupM has eschewed rigid guidelines like mandating specific days in the office and is taking a much more individual approach to flexibility by developing guidelines based on trust, mutual respect and equitable benefit for everyone.
The program was co-created by GroupM, Mindshare, MediaCom, Wavemaker and Essence, with working groups from every agency and business unit collaborating to create a program that delivers for employees, clients and the business.
“We’re passionate about making advertising work better for people. A key part of that is making our agencies and GroupM a better place to work,” said GroupM Australia and New Zealand CEO, Aimee Buchanan (featured image).
“We know the future of work is different and we want to be bold, to become a unique place that truly looks after our people. It’s not about mandating days in the office. We have an opportunity to redefine what work looks like and ensure our people, our clients and our businesses can all win together.
“Strive isn’t finished, it’s a commitment to ongoing improvement and we’ll build on it over the coming months as we continue to create an environment that is focused on outcomes for our clients, supports our people and fuels our culture.”
Every GroupM employee will create a personal ‘Strive Flex’ plan developed in line with their team, the agency culture and the outcomes they need to deliver for clients. It allows GroupM employees to be there for family, friends and passions while still progressing in their career and delivering amazing work for clients.
Buchanan added, “Work is a part of life, not the other way around. The pandemic has taught us a new working model is needed and we’ve all shown we can work effectively and deliver as a team remotely. However, we’re all craving connection to the company and to each other. Strive Flex emphasizes the importance of in-person agency cultural and collaboration moments, to grow and cultivate culture, but gives our people the opportunity to redefine how they work, where they work and when they work and be focused on delivering outcomes.”
GroupM has updated its Parental Leave policy to deliver gender equality and improved experience for all parents. All parents will be eligible for 16 weeks paid leave as a primary caregiver and GroupM and its agencies will also pay superannuation during the paid and unpaid portion of parental leave.
Additional provisions have also been made for adoption, fostering and surrogacy, as well as supporting people during devastating situations including miscarriage, early pregnancy loss and stillbirth.
All employees are eligible after they’ve passed probation regardless of how long they have been with the business.
GroupM’s new parental leave policy in Australia has been developed to create gender equity. It allows both parents to take primary caregivers leave by transferring primary care from one parent to the other within the first 12 months, when one parent returns to work. Secondary Caregivers remain eligible for up to 4 weeks Full Paid Parental Leave.
“We are continually improving our policies to make sure that we offer our people the best and most comprehensive support when they need it, whatever their life stage,” said GroupM AUNZ chief people officer, Scott Laird.
“By making our policy gender neutral we want to tackle the common gender inequality in society, and encourage more of our male employees to take advantage of the opportunity to be a primary caregiver.
“Paying superannuation during parental leave helps tackle the financial inequality that can stem from taking a career break to have children, which has historically been a major issue faced by women.”