Parental Guidance

Whether you’re a creative, strat, or suit, parenting and caring while building a career in advertising isn’t easy.

Long hours, deadlines, and industry demands can clash with the unpredictable reality of family life – sick kids, inset days, school PTA (if you dare). And for carers there’s endless appointments and the need to be present. 

No surprise we are the first generation of our kind in our industry – where both parents want to lean into the juggle, have the best of both worlds – to parent and progress. But we will not be the last. 

A space for honest chats, practical advice, and peer-to-peer support

Parental Guidance is a mentoring scheme with a focus on ambitious parents and carers who want to be able to be there for their family whilst still having a career in communications. It connects experienced industry professionals who’ve successfully navigated the juggle with those who are earlier in the journey.

Who’s involved

All agencies across the UK are encouraged to get their working parents involved as mentors and mentees. We aim to recruit a diverse mix of parents to be our mentors. From parents to tots, those of school age, neurodiverse children, adopted children and teenagers. To parents who may be running blended families or from a same sex couple. We’ll match accordingly. Sophie Maunder, a qualified maternity coach from the MATRI programme, will be ensuring all mentors and mentees are given the best start to their mentoring journey and know how to get the most from it, with a live virtual launch session. NABS will help bring a deeper level of support for mentors and mentees on this initiative, being a resource for advice and help provide relevant content on an ongoing basis. The scheme is also being endorsed and supported by the IPA. 

How it works

We match mentors and mentees based on experience and family circumstances.  Each commits 1 hour a month for 6 months, in person or virtual.

Mentor

A parent with 15+ years industry experience 

Mentee

A working parent in communications who is looking for support on navigating the juggle

Timeline  

  • Applications for our first cohort starting January ’26 are now closed

  • However, our applications are rolling for our second cohort commencing in July ’26

  • Our session “How to get the best out of mentoring” with MATRI coaching will take place at the beginning of 2026. All applicants across both cohorts are welcome. 

  • Also, Parental Guidance LIVE, a working parent panel at the IPA is being scheduled for March ’26. Again, all applicants across both cohorts are welcome.

How to apply

Email mentor@parentalguidance.uk.com or mentee@parentalguidance.uk.com depending on what you’re applying for with: 

– Your role + experience 


– Family circumstances 


– What you’d like to give or gain

Applications for our first cohort starting January ’26 are now closed. Applications for our second cohort are rolling to kick-start in July ’26. Each cohort encompasses 30 mentors and 30 mentees. Any oversubscription of our 30 matches cap in July will carry over to January ’27.