Mandy Goh, TBWA\Group Singapore: "At TBWA, we are committed to fostering an inclusive culture by providing active support to working parents."
Mandy Goh, TBWA\Group Singapore's Head of Talent and HR, delineates the agency's strategy for building a productive and supportive work environment that is conducive to accommodating the diverse needs of their employees.
Tell us a bit about your role. How does your experience as a parent inform your work?
20 years ago, my advertising journey started in account management. I had my first kid when I was a Senior Account Executive and went on to have another three – all while working and growing in my career. Today, I am Head of Talent and HR at TBWA\Group Singapore, overseeing all HR related and talent development matters at the agency.
As a seasoned industry professional and a dedicated parent of four, my personal experiences allow me to relate to and understand the various challenges that working parents face. One particular challenge is balancing career ambitions with family responsibilities; a juggle many of us live and breathe every day.
If I’ve learnt anything, it is that empathy and change requires buy in from every part of the organization. It’s crucial we implement policies and programs that allow for flexibility and boundaries so that our teams feel they can adequately manage family obligations with work responsibilities and career advancements. Without any prejudice or judgement.
In what ways does your agency support flexible work arrangements to accommodate the diverse needs of working parents?
At TBWA, we are committed to fostering an inclusive culture by providing active support to working parents. That's why we offer a comprehensive suite of policies, extended to all employees regardless of nationality, to accommodate their diverse needs. I’m really proud of the policies we’ve introduced at TBWA\Singapore, and the cultural shift we’ve seen in the last few years; without these changes, we would be doing a disservice to our people, to our clients and to the work we make.
For example, we have introduced some additional policies on top of statutory ones – our "Back to School" leave allow parents with young children to receive time off to settle their children into school on their first day back. We also offer additional Family Care Leave to give employees the flexibility to take time off to care for their children and immediate family members.
At TBWA, we also practice flexibility in our day-to-day operations, from accommodating school schedules, to offering remote work options for childcare needs. During school vacations, many of our employees bring their kids to the office when alternative arrangements are unavailable. We also provide complimentary counselling services through our partnership with SafeSpace, which includes webinars on balancing family and work.
I think it’s important for all companies across industries (not just advertising) to understand the challenges of our working parents where their needs are not only acknowledged, but also actively supported. Only then, can we truly champion a productive and positive work environment for all, and help our working parents thrive.
Advertising plays a vital role in influencing public perception. How are agencies and brands adapting ad comms to inclusivity around parenting?
At TBWA\Singapore, we celebrate the diversity of modern families, and it’s great to see the industry catching up. Gone are the days of portraying families in a particular way; and it’s important we continue to do our part to ensure our work is void of any bias or prejudice. It’s through embracing and incorporating the diverse landscape of parenthood and family structures into brand communications that we can forge more authentic relationships for our brands with their audiences.
I hope we can continue to support society by shaping brand communications that ensure all families feel seen, heard and valued.