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Advertising Association

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Qualifying companies have provided evidence that they are championing All In’s work and have adopted the first six actions from its Action Plan

All In, UK advertising’s initiative by the Advertising Association, ISBA and IPA to build a workplace where everyone feels they belong, has today announced the first wave of All In Champions.

The first companies to become All In Champions have provided evidence that they are supporting All In’s work and have adopted the first six actions from its Action Plan - improving the experience and representation of Black talent, Disabled talent, Working-class talent, Women, Asian talent and Older talent.

All In Champion companies are:

adam&eveDDB, Advertising Association, AMV BBDO, Bray Leino, Channel 4 Television, Clear Channel UK, Dentsu (including Carat, Dentsu X, B2B International, Mcgarrybowen, Gleam Futures, iProspect, John Brown, Isobar, Merkle, MKTG, Posterscope, Story lab, re:production, Whitespace), Digital Cinema Media, Direct Line Group, Google, IAB, IPG Mediabrands (Initiative, Rapport, Reprise, UM, Orion), ISBA, ITV, Leo Burnett, Mail Metro Media, McCann Worldgroup, MediaCom, Omnicom Media Group (MGOMD, OMD, Hearts & Science, Drum, Fuse, PHD), P&G, Pearl & Dean, Pinterest, Publicis Groupe (Leo Burnett, Performics, Publicis Media, Saatchi & Saatchi London, Spark Foundry, Starcom, ZenithOptimedia UK), Smart Energy, Specsavers, Tesco, the7stars, TikTok, VCCP and Wunderman Thompson.


The All In Champions were announced at the Advertising Association’s Parliamentary Reception, hosted in the House of Commons and kindly supported by Dame Caroline Dinenage DBE MP. The special Reception was hosted to showcase the All In campaign and reveal the first All In Champions and also saw Shadow Cabinet Minister for Domestic Violence and Safeguarding, Jess Phillips MP, address the room.

To help companies prepare for All In Champion status, the Advertising Association hosted 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.

This announcement comes a week after All In announced the latest three actions in its evolving Action Plan covering Mental Health, LGBTQ+ and Disability. Free-to-attend sessions providing guidance for these new actions will begin this September and companies wishing to become All In Champions will be asked to implement these by January 2023.

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

Kathryn Jacob OBE, Chair of the Inclusion Working Group & CEO, Pearl & Dean: “We are delighted to reveal the first wave of companies who have achieved All In Champion status. It is a great achievement and is real evidence that it is possible to implement the All In Action Plan and help bring about positive change. Every organisation in UK advertising should be committed to building a truly inclusive industry, and becoming an All In Champion is the best way to demonstrate that drive. I would encourage all advertising companies to continue to strive towards becoming an All In Champion.”

Sharon Lloyd Barnes, Commercial Director & Inclusion Lead, Advertising Association said: “We have been working closely with our members to ensure the All In Action Plan is championed and implemented across our industry. It is fantastic to see so many companies engaging to show what they are doing to create more inclusive and representative workplaces. This is just the first wave – submissions to become an All In Champion are ongoing and we will continue to celebrate all organisations who are advocating and implementing the action plan. A big thank you to everyone who has supported the work to date.”

The All In Action Plan has been shaped by data from the landmark All In Census in March 2021, the industry’s first inclusion survey which saw 16,000 advertising professionals take part, as well as by industry groups with relevant lived experiences. The All In Census will be repeated in March 2023 and then every two years to track progress.

A summary of the All In Census findings, the All In Report and details of the Action Plan to date can be found on the All In Hub, as well as a directory of resources to help employers build an inclusive workplace, which now includes over 100 initiatives for companies to easily access.


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