‘All In’ Campaign to Build Greater Inclusion in UK Advertising

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Save The Date – Industry Census On March 10, 2021

Followed By ‘All In’ Action Plan With Summer Summit

January 28, 2021, London: The Inclusion Group, formed in April 2020 by the Advertising Association, ISBA and the IPA and chaired by Kathryn Jacob, CEO, Pearl & Dean, is launching All In, a campaign to help build back a better, inclusive industry for all. The first element of the campaign will be a fully confidential and aggregated industry census on March 10, 2021. Recorded and analysed by Kantar, it will provide the very best record of the make-up of UK advertising’s workforce and a vital benchmark for progress. The results will be used to inform an Action Plan to be launched at an industry summit this summer addressing how greater inclusivity across all areas of the industry’s talent will be achieved.

The All In Census will be a short survey, easily completed online within a 30-minute window. All UK advertising and marketing services professionals will be invited to complete the survey. The distribution of the Census for March 10 will be supported by the members of the Advertising Association, IPA and ISBA to reach the teams at thousands of agencies, media companies, brands and tech companies.

Kathryn Jacob, Chair, Inclusion Working Group, said: “We know there is a systemic problem to tackle in our industry, that of fully inclusive representation in our workforce. To make the most meaningful change, we must set a benchmark to measure and track progress against. This census is a vital starting point for everyone to help build an industry that truly represents the world we live in today. I encourage people to spread the word – March 10 is the day for all in our industry to come together and say ‘I’m In’.”

Jerry Daykin, Senior Media Director, EMEA, GSK, said: “This Census is a hugely important moment for all of us in UK Advertising to get involved in. It will provide the much-needed confidential and aggregated data to make real progress against. We cannot expect our agencies and partners to take this action if we don’t do the same ourselves, so at GSK, we’re all in – we will be asking our marketing team to take part on March 10. I hope all those in leadership positions across our industry, at brands, agencies, media owners and tech companies, do the same.”

4creative proposed the name for the All In initiative, and branding agency Two Stories designed the promotional campaign. Members are encouraged to make their own personal commitment to be All In through social media channels in the run-up to the Census. The goal is to generate the biggest number of recorded entries as possible of those people working in the industry on the day of March 10, 2021.

The Census will be completely confidential and aggregated, recording all aspects of diversity and inclusion to provide the industry’s leaders with comprehensive data for the first time on how the industry performs on inclusivity. It is intended to inform actions that the Inclusion Group will put into place to make genuine and concerted progress on building a workplace that is inclusive for all.

The Inclusion Group will be conducting an All In countdown to the Census and is looking for support from across the industry to show that they are in, with their own ‘I’m In’ and ‘We’re In’ messages to help secure the biggest number of participants.

Any company wishing to take part can register their interest to receive Census details to share with their teams on the All In page at the Advertising Associations’ website.

For further information, please contact:
Matt Bourn, Director of Communications

About the Inclusion Group

The Inclusion Group was established to improve the diversity of UK advertising’s industry through its workforce and creative output. Its first action was the creation of UK Advertising Needs You – a growing showcase for the industry’s many diversity and inclusion schemes. The Inclusion Group’s members include ISBA’s Head of Media, Bobi Carley, the IPA’s Associate Director, Diversity, Leila Siddiqi, Saatchi & Saatchi’s Managing Director, Sarah Jenkins, Channel 4’s CMO, Zaid Al-Qassab, 4creative’s Business Director, Jane English, GSK’s EMEA Media Director, Jerry Daykin, Creative Equal’s Founder and CEO, Ali Hanan and Sharon Lloyd Barnes, Commercial Director of the Advertising Association.

About the Advertising Association

The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. Responsible businesses understand that there is little point in an advertisement that people cannot trust. That’s why, over 50 years ago, the Advertising Association led UK advertising towards a system of independent self-regulation which has since been adopted around the world. There are nearly thirty UK trade associations representing advertising, media and marketing. Through the Advertising Association they come together with a single-voice when speaking to policy-makers and influencers.

About the IPA

Incorporated by Royal Charter, the IPA’s role is: to advance the value, theory and practice of advertising, media and marketing communications; to promote best practice standards in these fields; and to ensure that the work it does will benefit the public, the wider business community and the national economy. It has a well-earned reputation for thought leadership, best practice and continuous professional development and also provides core support and advisory services. Its membership base is predominantly made up of corporate members who collectively handle over 85% of the UK’s annual £22bn ad spend and who represent over 4,000 brands and employ over 25,000 staff. Based in the United Kingdom for nearly 100 years, IPA programmes can be found in more than 60 countries worldwide.

About ISBA

ISBA is the only body representing the UK’s leading advertisers. Speaking with one voice on behalf of over 3,000 brands, we advocate a trusted advertising environment – transparent, accountable and effectively regulated. Working with our network of senior marketers, we help our members make better decisions both now and for the future. ISBA is a member of the Advertising Association and represents advertisers on the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice, sister organisations of the Advertising Standards Association, which are responsible for writing the Advertising Codes. We are also members of the World Federation of Advertisers. We are able to use our leadership role in such bodies to set and promote high industry standards as well as a robust self-regulatory regime.