Paid Parental Leave. Just Do It.

A lot has been written about how tough it is for people in advertising who have kids. From pathetic maternity leave pay packets, to a lack of understanding when parents return to work, there’s evidently still a lot of soul searching to be done. However, amongst all the justified complaints, I want to shine a light on the hugely enjoyable few months I’ve had away from agency life, looking after my fourth (and final!) child.

Jack was born in July just after the Euros, and just in time for the Paris Olympics. Superb family planning, I’m sure you’ll agree. Since his arrival my salary has continued to be paid in full and the team at Grey London have struck the perfect balance of checking in to make sure I’m okay, whilst largely leaving me alone to be a dad. Given their Scandi roots, my 沃尔沃汽车 clients would argue this scenario should be the norm in the UK, but it’s actually the first time I’ve been able to step away from work completely. It therefore feels like significant progress and something that should be celebrated in an industry that loves to attack itself.

So, what have I been up to during my time away from PowerPoint, colleagues ‘borrowing’ me for a quick chat and incomplete timesheets reminders? Well, I can now change a nappy faster than an F1 pit stop, I’ve become addicted to selling things on ebay (WPP IT might need to sort me a new laptop in January), and I’ve mastered the art of the perfect day trip to places I’ve always wanted to go.

Given it’s that time of year where we love to rank things, I thought I’d list some of my highlights across a few relevant ‘parental leave’ categories.

Brands

Calpol – what a brand. Are you even a responsible parent if you go with a cheaper rival that has exactly the same ingredients? The branded syringe is the icing on the cake and more ubiquitous than Gü glass pots in our house. Some achievement.

Costa – my two-year-old son, Dylan tells me their complementary babyccino is the best in town. That’s reason enough for me to choose Costa over the competition. Smart thinking.

Coca Cola – their AI TV ad seems to have upset industry people. I really don’t care because their product has never tasted better. When you’re tired, a can of full fat coke waiting in the fridge is the most welcoming sight in the world. My dentist disagrees.

TV

Hijack – we had grand plans to go abroad this Autumn that never materialised. Instead, we watched this series, starring Idris Elba on Apple TV. It may well have put me off flying for life. Nappies for all viewers recommended.

Industry – the third series came out recently. Given the content, it almost felt inappropriate to be watching it with baby Jack. What a show. Investment banking makes the ad industry look tame.

Lincoln Lawyer – an addictive series that almost made me think again about doing a law conversion course. I wish I was as cool as Mickey Haller. My aim is to present like him in the new year. Apologies in advance.

Places

West Dorset – the wisest person in advertising, Fiona Keyte kindly let us stay in her holiday home near Bridport. The sun shone, the GCSE Level Geography scenery was stunning, and we even saw locals skinny dipping. Dreamy.

Manchester – two of my kids, Isla & George, live up north. Visiting the red brick city when both of Manchester's football teams are struggling is a rare treat.

Primrose Hill – I grew up in the capital, but my parents seemed to be allergic to doing anything north of the river. I honestly can’t remember ever going to this part of London before. Bonkers I know. Anyway, we had a lovely day out and now buy two lottery tickets a week. When we win, we’ll move there.

I considered ranking the major supermarkets based on their performance over the last few months (Aldi’s nappies and wet wipes are the best and cheapest) and artists I’ve enjoyed listening to (honourable mentions to my daughter’s favourite singer, Sabrina Carpenter), but I think I’ll leave it at that.

Most importantly, I want to take this opportunity to encourage other dads to take an extended period of parental leave if they can. Could I do it forever? Definitely not. Will it impact by career progression? Only time will tell, but I’d be very disappointed if a few months away from the industry have ruined my prospects of having a long and successful career. In fact, given the nature of what we do, I think spending my days out and about will have made me a better Brand Strategist. And even if it hasn’t, the quality time I’ve whiled away in front of my TV with Jack means we’re both now qualified to join a top London investment bank or practise law in LA. No further questions, your honour.