Gemma Phillips

Creative Director

With almost twenty years in advertising, including eight as a Creative Director at Saatchi & Saatchi, Gemma has built a career at the intersection of world-class creativity and meaningful cultural impact. Her work is driven by a clear ambition: to use creativity as a force to change systems, shift policy and transform how society sees women, parents and caregivers. 

In 2020, she authored ‘The Mother of All Problems’, a report that became a catalyst for industry reform. What started inside Saatchi & Saatchi, scaled rapidly to Publicis Groupe, where she helped establish one of the most progressive parental-support frameworks in the industry benefiting more than 5,000 employees across 32 agencies. It raised the standard for what equitable support in the creative industries should look like. 

Since 2022, as Creative Director at Pregnant Then Screwed, she’s led bold, high-craft, national campaigns that have influenced government policy and dominated cultural conversation. ‘Cry For Help’, helped secure £4bn of government investment and headlined the BBC 10 o’clock news. ‘Career Shredder’, a category-breaking digital/physical idea, shredded 74,000 CVs, sparked a national ‘Me too’ moment for working women and created parliamentary pressure ahead of new employment legislation. Her latest campaign, ‘Mother F**ker’, became the organisation’s most viral to date, exposing the UK’s broken paternity system during a critical government review. She’s now partnering with the Eye Mama Project, the world’s largest visual archive of motherhood, helping shape the future strategic and creative direction of the project.