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Advertising’s All in Champions are leading the way for a more inclusive industry

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Everyone wants to feel like the belong somewhere. It’s one of the fundamental things that makes us human. The world of advertising, however, as been seen by many as a pretty elitist environment, a sentiment that the industry has been trying hard to prove wrong in recent years. 

The latest move towards removing the barriers to entry for adland is the “All In” initiative. Engineered by the Advertising Association, ISBA and IPA, it’s a programme that aims to build a workplace where everyone feels they belong.

Last week, the initiative announced the first wave of what it’s calling the “All In Champions.” These are agencies that “have provided evidence that they are supporting All In’s work and have adopted the first six actions from its Action Plan.” The action plan in question reads thusly:-

Improving the experience and representation of Black talent, Disabled talent, Working-class talent, Women, Asian talent and Older talent. 

It might sound like a rather ambitious and far-reaching manifesto but in essence, it can be boiled down to one edict - making things better in adland for underrepresented individuals. If you look at it that way, it’s certainly not a lost cause. If anything, it’s something all agencies should be working towards by default.

We are the champions

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The All In Champions were announced at the Advertising Association’s Parliamentary Reception, hosted in the House of Commons 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 sessions providing guidance on how to complete each action. This announcement comes after All In announced the latest three actions in its evolving Action Plan covering Mental Health, LGBTQ+ and Disability. 

Further 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.

According to Kathryn Jacob OBE, Chair of the Inclusion Working Group & CEO, Pearl & Dean, the first wave of champions 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.” 

Sharon Lloyd Barnes, Commercial Director & Inclusion Lead, Advertising Association, adds: “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.

This is just the first wave

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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. 

Honestly, it’s too early to tell whether or not this initiative will catalyse genuine change but tracking the progress every two years seems like a smart plan to me. It’s too ambitious a sea change to even consider generating in just 12 months. The wheels of change turn slowly by necessity and it’s encouraging that the All In team appear to understand that.

For now though, let’s hold aloft the companies being honoured and hope they can inspire the rest of the industry to create a more welcoming and hospitable environment for everyone.

The first wave of All In Champion companies

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.

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

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