Welcome to The Mom Complex

We're a global consultancy that turns the complexities of motherhood into game-changing products, services and communications.

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Our Work

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Case Studies

Our Services

See how we can help you better understand the most powerful target audience on the planet. read more

Our Team

our history

Check out this infographic of how 6 moms from the Mom Complex impacted the lives of 1.2 million moms in 2012. read more

speaking engagements

Our consultants are sought-after public speakers who have addressed some of the nation's leading forums (occasionally, with spit up on our blouses). read more

our clients read more

in the news

Today.com
"The rise of the 'married single mom'"

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(Just not during bath time, please.) read more

646 number of times we say mom on this site

our history

millennial moms infographic

our team

Lucille Ball once said, "If you want something done well, ask a busy mom to do it."
Meet the moms behind the Mom Complex.

Katherine Wintsch Founder
Leslie Griles Director of Outreach and Partnerships
Anne Marie Hite Creative Director
Britta Dougherty Account Director

Katherine Wintsch

As a mother of two and an award-winning strategic planner at one of the nation's leading advertising agencies, Katherine Wintsch's two worlds collided when she discovered that 3 out of 4 moms say marketers have no idea what it's like to be a mother. In an effort to change this, Katherine envisioned and pioneered a global division of The Martin Agency called The Mom Complex.

Prior to launching The Mom Complex, Katherine served as a Senior Vice President and Group Planning Director at The Martin Agency, where she ran the strategic planning efforts for the world's largest marketer to moms, Walmart.

Katherine has been featured in The New York Times, The Wall Street Journal, Fast Company, Forbes, Inc., The Huffington Post and on The Today Show. And in 2012, Katherine received the AWNY "Changing The Game" award from the Advertising Women of New York and was named One of the 30 Most Powerful Women in Advertising by Business Insider.

Katherine lives in Richmond, Virginia, with her husband and two rambunctious children, Layla and Alex.

what we can do for you

Consulting

Put our award-winning strategic and creative moms to work for you. We'll evaluate your previous or current mom-focused platforms and get you where you want to be, with better bottom-line growth along the way.

Immersion Sessions

A multi-day, immersive experience that exposes your team to provocative insights into motherhood. It’s an experience that will change the way you think about, market to and reward the most powerful audience on the planet.

Passion & Pain App

Ask a mom how her day was and chances are, she’ll say fine. Give her an app to track her passion and pain points in the heat of the moment and you’ll get the truth — the good, the bad and the ugly of motherhood.

Opinion Parties℠

It’s not easy for moms to give real, honest answers in a traditional research setting. So we remove the research setting and along with it, the pressure. It’s moms talking to moms — moms who are friends, not strangers — without marketers in the room. And the truth pours out like Pinot Grigio at a book club.

Preparing for the Mommy Tsunami

Millennial moms account for seven out of ten of today’s births. By monitoring and tracking the latest trends, research and brands they love, we can give you a thorough understanding of this powerful new generation of mothers.

Mom Segmentation 2.0

Values are better predictors of future behavior than demographics, providing richer insights into how moms make decisions and live their lives. We can map your existing and potential customers to this study for an actionable view of your greatest mom prospects.

Keeping Working Moms in the Workforce

Through our custom presentations, workshops and immersions, we can help you make the lives of your working moms easier and as a result, increase productivity and boost the morale and culture of your company. We talk to your moms and we listen, too. They'll walk away with a fresh perspective, new tools and a renewed sense of support from your company.

speaking engagements

topics

Marketing to Moms

With 3 out of 4 moms saying marketers have no idea what it’s like to be a mother, it’s time to bring the two closer together. Learn what moms and marketers need to know in order to better communicate with each other.

The Mommy Tsunami

Millennial moms account for seven out of ten of today’s births . . . and they don’t mother like their mothers did. It’s important to understand this evolution to Moms 3.0.

The Perfect Mom Paradox

Understand the emotions all mothers have in common, whether they live in Brazil or Boise.

Finding Better Balance

Ninety percent of working moms say they're one person competing in two different worlds. Gain practical tips for finding balance in a world where technology and unlimited access knock us off balance on a regular basis.

A Modern Village for Modern Families

While it’s always taken a village to raise a family, today's families need more help than ever before. And, with just one in four American families fitting the description of a “traditional” family, the village it takes has dramatically changed as well.

Raising the World

Mothers are the source of every nation’s future health and wealth because they’re raising the human capital of the world. It’s time we raise them up.

upcoming

MOM 2.0 Summit
May 2 - 4, 2013
Laguna Niguel, CA

TEDxRVA
Extraordinary Women's Exchange
California Women's Conference
Women Etc. Technology Conference
The Marketing-to-Moms Conference
THE Conference on Marketing
THE Market Research Event
The AAAAs Strategic Planning Conference
The Women's Initiative Network
The Smithsonian Institute

our clients

Some of the brands we've helped connect with their inner mom.

in the news

Today.com
"The rise of the 'married single mom'"
Richmond Times-Dispatch
"Working Moms: Lean in and listen up"
HLN
"End the mommy wars, the wars within ourselves"
TedxRVA
"The mask of motherhood"
Read the full text of Katherine's Ted Talk here
Richmondmom.com
"On Vulnerability"
Triple Pundit
"Single Mums Lead in Global Green Spending"
NBCNews.com
"For Super Bowl ads, it's go viral or go home"
ESPNW.com
"Super Bowl ads play to women"
Ad Age
Katherine Wintsch named one of Ad Age's Top 40 Under 40
Huffington Post
Sandy Hook: "From Our Broken Hearts to Yours"
Business Insider
Katherine Wintsch named one of 30 Most Powerful Women in Advertising
Style Weekly
Leslie Griles named one of Richmond's Top 40 Under 40
MumPanel
"You only know what you know" - UK blog features ASDA shopping cart adjustments that were result of insights gained during The Mom Complex Immersion Session
Adweek
"A Whole Different Hog — Harley Davidson hasn't survived this long just by making cool bikes"
1to1 Media
"Stand By Your Brand: Cultivating Experience to Foster Brand Advocacy"
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Fast Company
"Clean Toilet-Bowl Obsession, And Other Ways Mom Marketing Fails"
Adweek
"This Year, Give Mom a Dogfight - Forget the flowers -- innovative brands are putting an experiential spin on Mother's Day"
Huffington Post
"New High-End Baby Products Have 'Very Little To Do With The Baby'"
Smithsonian Institute American Enterprise
"Marketing Moments: Battling 'perfect mom' syndrome with moms and marketers"
Huffington Post
"Katherine Wintsch On Marketing To Moms: 'Get Real'"
Wall Street Journal
"What Busy Moms Sneak In . . . TV Time"
Inc.
"Master Marketing to Moms"
PRNewser
"Walmart SVP Tony Rogers: Getting Moms Involved is the Hardest Part of Marketing to Them"
Babble
"Ad Agency Seeks To Target 'Real' Moms"
The New York Times
"Pitching to Real Moms, the Ones Who Aren't Perfect"
Richmond Times-Dispatch
"Selling the real mom”
The Today Show
Katherine Wintsch Appearance on "Today's Moms"
click to view segment of Katherine with Meredith Viera
click to view segment of Katherine with Hoda Kotb and Kathie Lee Gifford
BlueSuitMom.com
"Bigfoot, Dragons and Supermoms…They Don't Exist"
Forbes
"Wal-Mart's Mom-In-Chief Targets Millennial Mothers"
Marketing 2 Moms
"Wintsch Wins You Take The Cake Award at M2Moms® - The Marketing to Moms Conference”

contact us

For more information about our services and all the ways we can help you better understand and reach moms, please contact:

Leslie Griles
Director of Outreach & Partnerships
804-698-8161

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