Industry-wide All In Census results to be unveiled in June

Data from 16,500+ professionals will reveal UK advertising’s DNA in biggest ever study of industry’s workforce.

The results of UK Advertising’s first industry-wide survey, the All In Census, created by the Advertising Association, IPA, ISBA and Kantar will be revealed on June 10 at a special online event – the All In Summit. The All In Census has gathered comprehensive data from over 16,500 advertising and marketing professionals and will provide new insights on the make-up of the UK advertising’s workforce plus data to benchmark progress from.

As All In’s research partner, Kantar, completes its review of the Census results, the All In Campaign team has estimated the time spent completing the Census by the industry equates to a value of more than £500,000 , creating a truly unique and valuable representation of the industry. It will provide the most comprehensive industry-level data to date for key areas of interest including:

  • How ethnicity is represented across all levels of the industry’s teams, from entry-level through to leadership
  • The representation of different abilities including mental health and wellbeing levels (arising from the pandemic)
  • How social mobility features in our profession
  • The gender balance and pay-levels across the workforce to leadership level
  • Structure of age levels across all levels of the industry
  • People’s lived experiences at work, both good and bad

The All In Summit will also see the launch of the first phase of the All In Action Plan where the Advertising Association’s Inclusion Working Group will set out three big areas of focus for the industry to achieve greater inclusivity, plus a roadmap for additional actions during 2021 and 2022. This roadmap will recognise and account for further areas for the industry to address to build a workplace where everyone feels they belong.

Speakers include:

  • Dean Aragon, CEO & Global VP Brand, Shell Brands International
  • Caroline Dinenage MP, Minister of State for Digital and Culture, DCMS
  • Julian Douglas, President, IPA and International CEO & Vice Chairman, VCCP
  • Kathryn Jacob, Chair, AA Inclusion Working Group and CEO, Pearl & Dean
  • Samantha Renke, Actress and Disability Activist

Kathryn Jacob, Chair, Inclusion Working Group, said: "The time spent by our industry in completing the Census is something we should all be proud of and underlines just how seriously we all are about creating a fully inclusive workplace. Thousands and thousands of busy advertising professionals set aside time to share private data, in confidence, to help us understand the DNA of our industry and establish measures for where we need to do better. This Census is very much by the people for the people of our industry and June 10 will be the next critical moment for our work and the All In campaign – we hope as many people in our industry as possible can join us."

Says Leila Siddiqi, Associate Director, Diversity, IPA: "By reaching individuals directly, the All In survey provides an in-depth look into diversity and inclusivity within advertising. These findings will provide a vital benchmark for the industry moving forward, particularly within areas of diversity and inclusion such as disability, neurodiversity and social mobility.

Thanks to the efforts of everyone that took part in the survey, we now have a more robust and wide ranging picture of the people that work in advertising than ever before – one that will form the base of the All In Action Plan to be unveiled in June, as well as shaping our own diversity and inclusion programmes.

Amy Cashman, Kantar CEO, said: "People are the engine for business growth. They must be understood, and practices put in place to enable them to succeed, both professionally and personally. Thanks to the All In Census, we’ve been able to create an incredibly rich data set that measures where the UK advertising industry is now and inform actions to create a more inclusive workforce for years to come."

The event will include live captioning throughout and is free of charge to AA, IPA and ISBA members and just £25 for non-members.

Book your place at the All In Summit

The All In Campaign is a collaboration between the Advertising Association, IPA and ISBA to improve representation and inclusion in the UK advertising industry, with the aim of creating a workplace where everyone feels they belong.

Last updated 21 January 2022