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Ad Matters: We’re All In, Are You?

/ March 7th 2025
Industry News

It only comes round once every two years and we are just 4 days away from the opening of the 2025 All In Census on Wednesday 12th March. We’re receiving tremendous support from across the industry for the biggest talent survey run by any advertising industry around the world. In fact, the biggest talent survey of any UK industry! We marked one week to go with a takeover of the iconic Piccadilly Lights screens, thanks to our friends at Ocean Outdoor and with design work by Two Stories.

The data we gather helps inform the work of hundreds of leaders from across UK advertising to inform next steps on actions we can take to support the recruitment and retention of the very best talent. The 2025 All In Census will include new questions around AI and hybrid working amongst other topics and will take just 15 minutes to complete, with the results being shared on May 8. If you haven’t yet, pop an invite into the diary of everyone you know in our industry with the following text:

Calendar invite: All In Census 2025

Putting 15 minutes in your calendar to take part in the All In Census, the advertising industry’s survey. The insights you share will be invaluable to building the next phase of the AA, IPA and ISBA’s talent action plan for our industry. The survey is conducted by Kantar and is anonymous and confidential.

Take part on March 12, 2025 via this link: https://advertisingallin.co.uk/all-in-census

One of the areas tracked in the All In Census is gender representation, and so it’s timely too as my colleague Sharon (and driving force behind All In) has shared her thoughts on International Women’s Day with Campaign magazine, and my colleague Lisa Hayley-Jones and Media Smart’s Rachel Barber-Mack have been featured on the Women In Trade Associations Powerlist. Congratulations!

Our must-reads:

  • Members of the All In Working Group gathered to watch the All In Census debut at Piccadilly Lights this week. (The Media Leader)
  • Talent and skills retention matters for the future of creative campaigns, says Sharon Lloyd Barnes. (Creative Brief)
  • Rak Patel, CCO of Channel 4, has discussed the importance of the All In Census in fostering trust in advertising. (Videoweek)
  • The Young Lions competition is currently live, so we can reflect on the career journey of previous winner Marion Miranda at Leith. (Prolific North)

Our pick of the ads:

  • Our Ad In the A had to be our All In Census ‘Countdown is on’ by Two Stories.
  • Adam&EveDDB’s Famous Five themed campaign for Great Western Railway inspires people to consider unexpected travel spots across its network.
  • Forsman & Bodenfors’ ‘See what she sees’ for Beyond Equality highlights gendered safety concerns.
  • AMV BBDO has partnered with Pixel Artworks and Collective Studios, focusing on the ‘Red Flags’ of harm in a campaign for domestic abuse charity Refuge.
  • Publicis London’s ‘Undeserved’ discusses the challenges in healing and biases in healthcare, following six patients’ recovery journeys for Leukoplast.
  • Greenroom Films’ ‘Show It Off’ campaign for the Electoral Commission reiterates the importance of women registering to vote.

Dates for your diary:

  • A big thank you to the industry cohort who are currently judging the Cannes Young Lions Competition, you can see the full judging line-up here.
  • LEAD North is back on 14 May at HOME Theatre, Manchester. Check out the full lineup and book your tickets here.
  • Our UK Advertising team is at SXSW this weekend, with a brilliant programme including Zaid Al-Qassab, CEO of M&C Saatchi Group, Charlotte Blank, US CMO of Jaguar Land Rover North America, top industry journalists from Axios and AdWeek and many more. See the full programme here.

And finally, we are excited to announce JCDecaux as our new Front Foot member.

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