Case Study

denstu UK

At dentsu UK, we believe true innovation stems from an inclusive environment where everyone feels valued, heard, and empowered. Family friendly workplaces are not just the future, they are essential for attracting and retaining the best talent, driving business success, and making a positive impact on society.

Chloe Nankivell, General Council UK&I, P&C ERG Sponsor

About denstu UK

Why is your organisation committed to be a family friendly workplace?

Dentsu UK is committed to being a family friendly workplace because supporting families is a vital part of creating an inclusive culture – one where everyone, regardless of their personal circumstances, can thrive. While it is one of several important focus areas in our broader inclusion strategy, we recognise that enabling parents and carers to balance work and life responsibilities contributes to a more resilient, engaged, and diverse workforce. This commitment aligns with our ‘Sanpo Yoshi’ philosophy: what is good for our people is good for business and good for society. Our Parents & Carers ERG, now with over 600 members, reflects the strong appetite for community, support, and advocacy in this space.

Point of Difference

What makes your organisation family friendly? What family inclusive programs, practices and processes does your organisation currently have in place?

At dentsu UK, being family friendly means embedding inclusive practices that support employees through every stage of their parenting and caring journeys. Our approach includes:

• Parents & Carers (P&C) ERG: A thriving community supporting every stage of parenting and caring, with tailored sub-communities for single parents, same-sex parents, parents of children with additional needs, fertility journeys, and carers. P&C also collaborates with other dentsu ERGs, e.g. partnering with PROUD to run events on diverse routes to parenthood, and with ONE to support single parents and gender equity in family policies, ensuring support is truly inclusive for all.
• Five Pillars of Support – The P&C ERG framework is built around: Community (peer support, informal meetups), Support (practical help, coaching, SharePoint hubs, expectant parent sessions, first aid workshops), Education (manager training, wellbeing sessions), Awareness (storytelling, visibility, baby loss awareness), and Policy (Co-created policies that reflect the real needs of families and carers)
• Inclusive Policies: We offer a wide range of flexible policies, including maternity/shared parental leave, paternity/partner leave, fertility support, premature baby and neonatal care, pregnancy loss, emergency carer’s leave, and support for those experiencing domestic violence or abuse.
• Training & Resources: dentsu UK provides manager training to help leaders support parents and carers, runs regular wellbeing and personal growth sessions on topics like parenting teens and building resilience, and offers practical resources such as expectant parent sessions, first aid workshops, and tailored coaching.

Together, these practices create a workplace where families feel seen, supported, and empowered, contributing to a more inclusive and resilient culture.

How

How have the above impacted your workplace culture and productivity? How have your people responded?

These practices have fostered a culture of belonging, connection, and resilience at dentsu UK. Insights gathered through listening sessions with our Parents & Carers (P&C) community, via the P&C ERG, indicate that our work is having a meaningful impact. Members consistently share that they feel more supported, valued, and empowered to bring their best selves to work. Recent annual engagement scores for P&C indicate an above average score for employees with caring responsibilities. The ERG’s growth to over 600 members reflects strong engagement and continued need. Regular events, peer support, and inclusive policies have contributed to improved wellbeing and productivity. dentsu UK’s recognition as a Top 30 employer for working families for three consecutive years, along with our recent accreditation as a “Family Friendly Workplace,” further validates our approach and its positive reception.

Outcomes

What has your organisation learnt as it has become more inclusive of families? What business benefits can you link to being a family friendly workplace?

We have learned that listening to lived experiences and empowering employee-led groups is key to driving meaningful and sustainable change. Co-creating policies with those directly impacted ensures our support is relevant, inclusive, and practical. Benchmarking against external standards, such as the Working Families Top 30 and the Family Friendly Workplace Accreditation, helps us maintain accountability and strive for excellence.

Being a family friendly workplace has strengthened our reputation internally and externally, supported talent attraction and retention, and helped foster a more connected and resilient workforce. These efforts reinforce dentsu UK’s commitment to inclusion and position us as a leader in shaping progressive workplace practices across our industry here in the UK.

Jonny, an SEO Director at dentsu UK, has greatly benefited from the company’s Paternity, Shared Parental, and flexible working policies. These policies have not only supported Jonny in balancing his professional and personal life but have also fostered a positive and inclusive work environment.

When Jonny’s first child was born, he took advantage of dentsu UK’s generous paternity/ partner leave policy, which offers six weeks of fully paid leave, and subsequently topped this up to a total of 12 weeks leave via Shared Parental leave. This time allowed Jonny to bond with his newborn and support his partner during the crucial early days of parenthood. The seamless process and supportive environment made it easy for Jonny to focus on his family without worrying about work commitments.

“My wife and I decided that shared parental leave was the best options for both of us, allowing us to share our new duties and spend valuable time together early on. I’d spoken to both my line manager and mentor (who is an advocate for our Parents & Carers Network) about taking 12 weeks of leave and both encouraged me to do so. It allowed me to spend the first 3 months of my daughter’s life at home, prioritising family, and I’m thankful that I am in the fortunate position to have this option available to me.”

Returning to work, Jonny found dentsu UK’s flexible working policies invaluable. The ability to work from home, when needed, and adjust his working hours enabled Jonny to manage childcare responsibilities effectively. Dentsu UK’s culture of trust and support ensured that Jonny could maintain his productivity while being present for his family.

“I’ve been able to consolidate my work hours, working 10 days in 9, allowing me to maintain a full-time role, spend more time with my daughter, and support my wife’s return to fulltime work.“

Dentsu UK’s family-friendly policies have had a profound impact on Jonny’s career and well-being. The flexibility and support allowed Jonny to excel in his role without compromising his family life. This balance has led to increased job satisfaction, loyalty to the company, and a sense of belonging within the dentsu community.

Jonny’s experience with dentsu UK’s Paternity/ Partner Leave, Shared Parental, and Parental flexible working policies highlights the company’s dedication to supporting working parents. These policies not only promote a healthy work-life balance but also foster a culture of inclusivity and equality. Jonny’s story is a testament to the positive impact of dentsu UK’s family-friendly initiatives on employees’ lives and careers.