Maxus has launched a new parental policy to support impartiality for new parents through equal paid period of leave, irrespective of gender.

The policy – offered by the agency’s UK business – allows new mums and dads 26 weeks paid leave, as well as shared parental leave, up to six paid emergency care days and permanent or temporary flexible working hours, following one year’s employment with the agency.

New parents will also be linked to a “parent buddy” able to offer advice and support during the pre-birth period and upon returning to Maxus.
“As a parent myself, I’m well aware of how challenging it can be for both mums and dads to continue to thrive in a career, whilst providing the best care for our children,” said Maxus managing director Anna Hickey.

“Ultimately we want to retain the best talent and support both mums and dads to create a working pattern that fits. As with all of our people initiatives, it’s about enabling our Maxus parents to have the best careers possible, whilst also empowering them to live the best lives they can. And that includes ensuring we have a really first class parent commitment.”

This news comes following the agency’s recent launch of a new planning approach, Change Planning, which it claims will allow the agency to incorporate advanced media planning techniques, using data to devise communications strategies.