This International Women’s Day, our GM Vivienne reflects on why the industry needs to rethink how it sees motherhood and leadership…

Around International Women’s Day we often hear conversations about supporting working mums. Flexible hours. Policies. Understanding managers.

But after more than a decade working in experiential, and now as a mum of two, I see the conversation a little differently.

Often the framing suggests that accommodating mothers is something teams need to make allowances for. That it’s a pressure on the business.

In reality, many mums develop the exact leadership skills that make agencies tick.

When I fell pregnant with my first child, I remember feeling nervous about telling the team. I worried about what it might mean for my role and whether it would quietly set my career back. Those concerns weren’t unfounded. I have friends who were made redundant during pregnancy or returned from leave to find their career growth stalled.

My experience at Graffiti thankfully was the opposite.

I came back from maternity leave expecting to step back into my role as Experiential Director and find my rhythm again. Instead, on my return I was promoted to General Manager.

That promotion wasn’t just a career milestone for me. It was a signal that motherhood didn’t reduce my leadership potential. It strengthened it.

I’ve spent my career in production and account service. It’s a world built on tight timelines, fast decisions and making things happen under pressure. I thought I was already operating at peak efficiency.

Then I became a mum.

Suddenly my days had even tighter run sheets. I now have two very beautiful but very demanding bosses at home who expect me to show up when I say I will.

Those deadlines can’t be pushed.

What surprised me most was how much that sharpened the way I lead. Decisions become faster, priorities become clearer and I’m focused on what matters. 

Motherhood forces you to uplevel in ways that translate directly into leadership. Managing complexity, setting boundaries and understanding people. 

And those boundaries can actually make teams stronger. A culture that values outcomes over hours. 

Which is why I would love to see the conversation shift.

Working mothers aren’t a leadership risk. They’re often the exact leaders the industry needs.

By – Vivienne Collins (General Manager)