MOO x Who’s Your Momma?: empowering women in creative industries

The creative world likes to think it’s progressive. And in some ways, it is. Ideas, fresh perspectives, and new ways of thinking are celebrated. But when it comes to leadership? The picture is still uneven. 

That’s why partnerships like MOO x Who’s your Momma? (WYMM) matter. As the advertising industry’s largest free mentoring program for women and non-binary people, WYMM has spent the last decade bridging the gap between talent and the C-suite.

We spoke with Laura Clark, co-director of WYMM, about the “squiggly” path to the top and why real-world connections are the ultimate career fuel.

How the landscape for women in creative roles has changed

As we look back over the past 10 years of the WYMM program, it’s clear the conversation has shifted. A decade ago, many women quietly asked themselves: Do I belong here? Today, the questions have changed, but challenges remain.

“The door to leadership is open, but once inside, women often struggle with standing out and leading confidently in the spaces they occupy,” said Laura.

Influence, visibility and confidence remain sticking points, particularly in senior creative roles where leadership norms haven’t evolved at the same pace as the industry’s values.

Why leadership still isn’t balanced

“In turbulent times, organizations often fall back on the ‘tried and tested,’ hiring in their own image and missing the fresh perspectives that drive innovation. Real change requires courage to hire diverse candidates, trust them to lead in their own way, and provide proper training and mentorship, rather than expecting them to fit into existing structures,” explains Laura. 

Retention matters just as much as recruitment. WYMM has seen a12% rise in people seeking support to balance parenting and work, highlighting how many talented women struggle not just to progress, but to stay. Flexible policies, empathetic management and cultures where asking for help is encouraged are essential if diverse leadership is to thrive.

Why mentorship and community make a difference

Careers are not linear. Mentorship helps people navigate those squiggles, whether that path leads to leadership, sideways growth, or something totally unexpected.

While mentoring is often framed as something for juniors, WYMM sees its impact at every level. Many of their “Momma Mentors” say the programme has made them stronger leaders. Millie Davies, Associate Creative Director here at MOO and a WYMM mentor, shares her perspective:

“Being part of mentoring networks like WYMM has been incredibly valuable. You learn as much from your mentee as they do from you. It gives fresh perspectives, insights into different talent levels, and helps you reflect on your own leadership approach.”

Over time, these conversations don’t just support individuals, but they begin to shift ingrained industry dynamics. 

Why IRL moments still matter

Flexible and remote working has opened doors for many people. But it’s also meant spending far more time in virtual rooms than real ones.

Since 2020, WYMM has seen a 12% increase in people seeking support because they feel they’ve lost the “muscle memory” of networking. Being in the same room allows for:

1. Unscripted moments: The chats you didn’t plan 
2. Unexpected connections: The ones that usually last the longest
3. Physical presence: Building confidence outside of a 2D screen

Making mentorship tangible: MOO x WYMM IRL

At a recent WYMM event, mentorship moved from conversation to action using physical tools to bridge the gap:

• The gift exchange wall: Using Luxe Postcards as gift tags, attendees wrote down a “gift” they could offer, from copywriting advice to AI tips. These became instant conversation starters that lived on long after the event.

• Hardcover Notebooks: Aligned with the event theme, Owning What’s Next, these were designed to be tools for reflection and planning, not just “throwaway merch“.

• Custom Stickers: Simple, effective Name Tags identified “Mommas” and mentees, making it easy to break the ice.

Behind the scenes, the MOO team provided design guidance and specifications to ensure every touchpoint felt as premium as the event’s purpose.

Inside MOO: redefining creative leadership

“There can be a belief that the loudest voice in the room is the right one,” says Millie. “But great leadership is collaborative, emotionally intelligent and consistent. It’s about creating environments where people feel safe to ask questions, make mistakes and challenge ideas.”

Internally, MOO champions women through visible representation in the Senior Leadership Team and our internal Women’s Network, which offers mentorship across teams. We believe that when community drives culture, everyone wins.

Owning what’s next, together

Through MOO x Who’s Your Momma?, we’re proud to support women and non-binary creatives, not just with words, but with real-life experiences built to last.

And, if you’re planning an event, conference or team workshop of your own, we have the high-quality branded merch and print you need to bring people together.  To get started, fill in this simple form, and one of our team members will be in touch soon.