Wunderman Thompson has launched Magpie, an in-house app that intends to connect women with female mentors based on their varying needs and expertise.
Using a matchmaking style algorithm, Magpie’s purpose is to “empower” women and link them with mentors that can share advice about “leadership”, “managing stress” and even personal problems.
The original idea came from Rebecca Pinn and Helen Lee, co-founders of RISE, Wunderman Thompson’s own network for women.
According to the marketing firm, the pair desired to create a “self-serve” platform to form connections to support the agency’s female talent, which accounts for 50% of the workforce.
The app will feature a directory of searchable mentors, whose profiles will be inspired by the Top Trumps game, allowing users to explore their areas of expertise and start a conversation with those most suited.
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“The Magpie platform lets our talent steal pieces of shiny advice from lots of different people, with different experiences across the agency,” Wunderman Thompson senior creatives Charli Plant and Laura Saraiva said.
“For the superstitious amongst us, it just so happens that two magpies together bring good luck and joy.”
Wunderman Thompson RISE co-founder Rebecca Pinn added: “After our period of physical isolation and with some wonderful new faces at the agency, there’s a real appetite for us to help facilitate relationships, and we think Magpie is going to be a real asset.”
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