All In to award ‘All In Champion’ status to Inclusive UK Advertising Companies

All In aims to build a workplace for UK advertising where everyone feels they belong with new inclusion champion status

Georgie Moreton

Assistant Editor, BITE


All In, the industry’s inclusion drive from the Advertising Association, the IPA and ISBA, will now award ‘All In Champion’ status in summer 2022 to companies that show they have successfully completed all actions from its Action Plan to help build a workplace for UK advertising where everyone feels they belong.

To achieve ‘All In Champion Status’ companies will initially need to take three actions to improve the representation and experience of Black, Disabled and Working Class Talent. A further six actions will be added during Q1 across Gender, Age, Asian Talent, Mental Health and LGBTQ+ people. 

These new actions are being developed by the Advertising Association’s Inclusion Working Group in partnership with industry pressure groups including MEFA (Media for All), WACL, Bloom, Outvertising, NABS and 40 Over Forty.

“We have had a tremendously positive reaction from the industry to All In. Many leaders are determined we make good on our promise to build back better when it comes to inclusion.” explained Sharon Lloyd Barnes, Commercial Director and Inclusion Lead, Advertising Association “The introduction of the ‘All In Champion’ status is a result of multiple requests to demonstrate real, tangible delivery on the action plan to improve inclusion levels in our workplace.”

The work will build towards a repeat of the All In Census, a landmark survey completed by more than 16,000 people from advertisers, agencies, media owners, tech platforms and production companies in March this year. 

“Following on from the successful launch of All In, we’re now offering support to the sector with the creation of more working groups, who will be ensuring that we have the right tools and practises to create a truly inclusive workplace.” said Kathryn Jacob OBE, CEO, Pearl & Dean, Chair of the Inclusion Working Group, and member of the Ageism and Gender groups, “Our research showed that for those over 45, careers seemed to diminish, and we are all too familiar with the issues faced by women in the workplace. I’m delighted by the addition of these key voices to our mission to create a better, kinder, workplace.”

Mark Runacus MBE, Joint Chief Executive of Outvertising and Chair of the LGBTQ+ Working Group, added: "I'm delighted that the industry is taking steps to address the inclusion issues that the All In survey has highlighted. Our LGBTQ+ colleagues face many challenges in the workplace, and our recommendations will ensure they are truly welcomed, and enjoy a safe place where they can thrive and be their authentic selves."

To help companies prepare to apply for ‘Inclusion Champion’ status, All In is running a series of free-to-attend sessions providing guidance on how to complete each action. For more details on the sessions please click here