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Advertising Association

4 min read Partner content

People asked for data to help build a workplace where everyone belongs

The next All In Census, led by the Advertising Association, the IPA and ISBA, will take place next year on Wednesday 15 March. Every advertising and marketing services professional working in the UK will be asked to spend around 15 minutes sharing census-style data in a confidential study conducted by Kantar.

The first All In Census took place during the March 2021 lockdown and was supported by over 16,000 people working in UK advertising and marketing services, across brands, agencies, media owners and tech companies. The richness of the data helped build the most detailed understanding yet of the industry’s make-up and shaped the All In Action Plan, a series of nine actions which companies across the industry are encouraged to implement.

At the time of writing, 83 companies have become All In Champions by providing clear evidence that they have put the All In Actions into practice and were celebrated at a Parliamentary Reception in June 2022 with backing from MPs, Lords and industry leaders. A second wave of All In Champion companies will be announced at the advertising industry’s summit, LEAD 2023, on January 25.

Kathryn Jacob, Chair, All In Working Group and CEO, Pearl & Dean, said: “Our goal with the next All In Census is to secure participation from as many people working in UK advertising as possible. The more data we can gather, the better we can inform the industry’s understanding of itself and its many different dimensions. The data, treated in the strictest confidence, will once again be used to develop more actions that help people belong in the workplace.”

Key findings from the original census, which took place in March 2021, included:

  1. Nearly a third (32%) of Black respondents reported that they are likely to leave the industry due to a lack of inclusion and/or discrimination experienced.
  2. 10x more women than men believed parental leave negatively impacted their career progression.
  3. Only 4% of respondents were aged 55-64 compared to 17% of the UK working population.

The nine All In actions are as follows:

  1. Improve the experience and representation of Black Talent. Adopt the BRiM Framework.
  2. Improve the experience and representation of Disabled Talent. Audit and update your company website to ensure it is accessible to all.
  3. Improve the experience and representation of Talent from Working Class backgrounds. Adopt the social mobility toolkit.
  4. Improve the experience and representation of women. Take the Flexible First checklist.
  5. Improve the experience and representation of Asian talent. Start by using our guide developed by the All In Asian Working Group.
  6. Improve the experience and representation of Older Talent. Implementing our Shared Experiences policy.
  7. Support the Mental Health of our colleagues. Donate and signpost to NABS.
  8. Improve the experience of our LGTBQ+ Talent. Welcome the use of gender pronouns in your organisation.
  9. Improve the experience of Disabled Talent in the workplace. Use the BDF Accessible Premises checklist. 

The All In team has been hosting a series of free-to-attend All In sessions providing guidance on how to complete each action. Sessions for Actions 1-6 are available to watch on-demand on YouTube. Sessions for Actions 7-9 will return in November, and people can sign up here.

A stellar line-up of leading organisations from across the advertising industry have achieved All In Champion status:

adam&eveDDB, Advertising Association, AMV BBDO, B2B International, Bray Leino, Britvic, Carat, Channel 4 Television, Clear Channel UK, Dentsu (including B2B International, Carat, Dentsu Creative, Dentsu X, Gleam Futures, iProspect, Merkle, Merkle B2B, Posterscope, re:production, The StoryLab, Mcgarrybowen, Gleam Futures, John Brown, Isobar, MKTG, Whitespace), Digital Cinema Media, Direct Line Group, Google, Havas & Havas Media (including Cake, Cicero/AMO, Conran Design Group, Havas Entertainment, Ekino/Inviqa, Gate One, Organic, Havas CX Helia London & Cirencester, Havas People, Maitland/AMO, One Green Bean), IAB, IPA, IPG Mediabrands (including Initiative, Rapport, Reprise, UM, Orion), ISBA, ITV, Mail Metro Media, McCann Worldgroup, MediaCom, Omnicom Media Group (including MGOMD, OMD, Hearts & Science, Drum, Fuse, PHD), P&G, Pearl & Dean, Pinterest, Publicis Groupe (including Leo Burnett, Performics, Publicis Media, Saatchi & Saatchi, Spark Foundry, Starcom, Zenith), Smart Energy, Specsavers, Tesco, the7stars, TikTok, The&Partnership (including mSix&Partners, Halpern, mFuse) VCCP, Wunderman Thompson and Zenith.

Applications to become an All In Champion are open – companies can submit their application form here.

Further details about the All In Census and how to take part will be released in the New Year.


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