Parenting in advertising careers (contact Kate Huppatz

The experiences of parents working within advertising has been neglected in the academic literature, specifically, how parenting impacts advertising careers as well as the ways in which advertising workplace cultures impact attitudes to parenting. The goal of the project is to interview 20 male and female advertising ‘creatives’, including copywriters and creative directors, across Australia. The interviews will last for approximately 45 minutes to 1 hour, and will be video/audio recorded for the purposes of later transcription and thematic analysis. The project has received full ethical approval from Heriot Watt University. All interviews will be fully anonymised, ensuring individuals and organisations cannot be identified. The interviews will take place by telephone or skype face-to-face, at a location convenient to the participants. We anticipate interviews taking place in October and November 2015. 

Details of the research project

The objectives of the project are to consider the following research questions:

How do parenting responsibilities impact career progression?

How do parenting responsibilities impact employment participation?

How do advertising careers and workplace cultures impact parenting practice?

How do workplace gender and parenting policies impact employment and parenting practice?

Research team

The interdisciplinary research team will include people that represent each of the key stakeholder groups: (1) Dr Kate Sang, from Business Management at HWU; (2) Dr Kate Huppatz from Sociology at the Western Sydney University; and (3) Prof Jemina Napier, from Languages & Intercultural Studies at HWU.

If you would like to participate in the research, or learn more about the study, please contact Kate on

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