Called Magpie, the app’s purpose is to empower and connect women across the business using a matchmaking style app based on each individual mentor’s expertise and knowledge. Complimenting longer-term mentoring schemes available in the industry, Magpie connects women for peer mentorship on specific/individual needs, featuring 15 themes ranging from maternity and motherhood, leadership, building your personal brand and managing stress.
Originally launched in the UK on International Women’s Day in 2022, the app was created by RISE, Wunderman Thompson UK’s women’s network, and was born from a desire to create a self-serve platform to form connections and support Wunderman Thompson’s women who account for 50% of the agency.
In the UK, Magpie engaged 50% of the agency’s women in the first week alone, with 20% continuing to use the app each week to connect with a mentor. Those who have been mentored on the app are already returning the favour, with growing interest in becoming a mentor and a 15% increase in mentor sign ups since launch. The app was awarded the accolade of ‘Best Talent Development Initiative’ in The Drum’s Awards for Agency Business 2022. Magpie has since been expanded to all Wunderman Thompson UK’s talent.
After a successful pilot scheme across the agency’s APAC offices, Magpie will launch to the region’s talent on 8th March, supporting their women’s network Ladybirds, which aims to strengthen representation and gender parity across the region through networking, mentoring, events and knowledge sharing.
Evie Nagy, Senior Account Manager and Co-Lead of RISE at Wunderman Thompson UK, said: “Having seen the success of Magpie in the UK, it only seems fitting that Magpie is spreading its wings once again this IWD. It's been great to connect with our teams in APAC, and learn about their specific mentoring needs, and how Magpie can help. I'm immensely proud of what we've achieved with Magpie and how its aided in women's career and personal development. As we said last year, it's only the start as we have exciting plans for the year to come.”