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Katie Mackay-Sinclair has spent 17 years at Mother London. But it was on maternity leave this year that the agency partner got a new perspective on her work family.
Between late-night feedings and gummy smiles, she experienced Mother’s “The Co-Worker”—an Ikea recruitment campaign that invited people to work for the brand on Roblox—through the eyes of a consumer.
“Friends of mine were asking if I’d seen it,” she said. “Admiring Mother from the outside and afar, seeing a great piece of work for one of our longest-running clients, was so special.”
Mackay-Sinclair returned in September to an agency at the top of its game.
This story appeared in the Dec. 17, 2024, issue of Adweek magazine. Click here to subscribe.
