Almost 100 agencies across the country opened their doors to nearly 2000 students as part of the IPA careers programme, Advertising Unlocked.
The scheme, which pairs agencies with local schools, showcases a career in advertising to schoolchildren aged 13-18, and provide agencies with an audience of new and diverse talent. This year, agencies hosted open days in 18 towns and cities across England, Northern Ireland, Scotland, and Wales, with 40% of participating agencies based outside London.
Since its inception in 2017, nearly 10,000 school children have attended Advertising Unlocked open days, which typically see agencies run a range of practical experiences, from workshops, interactive discussions, demonstrations, tours, and creative challenges.
Says Josh Krichefski, IPA President and CEO UK & EMEA, GroupM: "People are the lifeblood of adland. It is vital that we continue to make a career in advertising as attractive and accessible as possible to the next generation of talent. I’m delighted to see the industry working together with so many agencies around the country getting involved in Advertising Unlocked this year to help achieve this."
We are opening the eyes of nearly 2000 schoolchildren to the amazing possibilities a career can hold, and I can’t wait to see them take their first steps on that journey.
Speaking during Advertising Unlocked 2022, Gemma Smyth, Senior Planner, VCCP: "Advertising Unlocked is something that the industry really needs. We are struggling with recruiting new, more diverse young talent as we’ve been relying for too long on people coming to us. What Advertising Unlocked does is really show young people what the ad industry has to offer them, and what they can offer us."
Natasha, a Lecturer at The College of Haringey, Enfield and North East London said during Advertising Unlocked 2022: "Advertising Unlocked really helped our students engage with the creative brief that they were given. Students who are generally quiet in the classroom, had the opportunity to be vocal and participate in group work.”
Muna, a student that attended in 2022 said: "Advertising Unlocked has changed my views about a career in advertising. I thought that it just meant creating an advert and then your role is done. Knowing that you can work for a company that cares about and celebrates who you are is something that is amazing."