This is part of the company's 'overarching Future of Work programme'
Employees of GroupM New Zealand may now avail 16 weeks of paid parental leave as a primary caregiver, regardless of gender, as part of a bigger programme launched by the company.
In an announcement, the new Parental Leave Policy will cover employees of GroupM NZ and its agencies, including Mindshare, Wavemaker, and EssenceMediaCom, after they have passed probation.
As part of the new policy, GroupM and its agencies will also be paying for their employees' Superannuation during the paid and unpaid portion of the parental leave.
Aimee Buchanan, GroupM Australia & New Zealand chief executive officer (CEO), said in a statement that they hope to see a more "balanced approach" to parental leave that supports both parents.
"Making advertising work better for people starts with us. I hope that we see a more balanced approach to parental leave that supports both parents being a primary caregiver to their young families, and that by paying Superannuation, we can help address the financial burden often felt by women who take a career break to have children," said Buchanan.
Meanwhile, the company is also introducing a policy for employees undergoing IVF treatment, giving them access to three days of paid leave for each cycle, with one day available for partners or spouses.
Ben Dufty, GroupM Director of People & Operations, said the company acknowledges the mental and physical toll receiving IVF treatments.
"A supportive workplace can make all the difference, and our mission to make advertising work better for people, starts with us," said Dufty.
GroupM NZ is also introducing 16 weeks of paid leave parents going through adoption, fostering, and surrogacy, with up to five days of special leave to support meetings or appointments that they need to attend.
Read more: KPMG New Zealand offers 18 weeks of paid leave for new parents
"It's important for us to support people in GroupM, however they become a parent, including through IVF, Adoption, Fostering or Surrogacy, and particularly through the tough times that are hardest to talk about," said Dufty.
A similar 16 days of paid parental leave are also offered to an individual who experienced childbirth. Eight weeks of special parental leave will be granted to employees who suffered loss of pregnancy between 12 and 20 weeks, while five days of leave will be granted for miscarriage or early pregnancy loss (under 12 weeks.)
Strive
GroupM's latest Parental Leave Policy is part of the company's Strive, which is dubbed as its "overarching Future of Work programme."
According to a company statement, Strive was introduced in January to provide GroupM's NZ employees a "new approach to flexibility."
This includes updated parental and career's leave, mental health and wellbeing, international mobility, and more.
"Through Strive, we're investing in building a workplace in New Zealand that provides a better work life experience for our people," said GroupM CEO Chris Riley in a statement.
"As we continue to shape the next era of media, we're creating a place that is set up for what our people want in this post-pandemic world. Everyone’s experience is different, and we want to support our people in these moments that matter."