Independent brand strategy and creative shop Neverland is calling for the the agency sector to sign up to a new industry-wide pledge, designed to improve pay transparency and build greater trust around how agencies reward their people.
“Equal for Equals” follows new Government proposals that would require employers to publish salary information on job ads, and invites agencies across the UK to commit to six practical principles that promote openness, consistency and accountability around pay.
It comes as research continues to highlight a disconnect between legal compliance and employee confidence. An Acas study published in 2024 found that 36% of women believed they were being paid less than a male colleague doing an equivalent role, while 72% say pay transparency is what they value most when deciding if they should stay with or join an organisation.
Originally developed through the lens of gender pay equality, Neverland says when reviewing its progress on its own gender and ethnicity pay gaps it quickly became clear that the issue extends beyond gender alone. One industry talent survey found that only 14% of employees believed their employer was transparent about salaries by making pay bands available, suggesting many people still don’t understand how pay decisions are made.
The Equal for Equals pledge has therefore been designed around a broader principle: that every employee should understand how pay decisions are made and have confidence they are being treated fairly, regardless of background.
At the heart of the initiative are six principles that participating agencies are encouraged to adopt:
1. Every role is clearly defined
Everyone will be able to see what roles across the business are responsible for and what’s expected at each level.
2. Everyone knows the salary range for their role
Salaries ranges should be available internally, so people can understand how pay is structured.
3. Progression should never be a mystery
Promotion windows happen on a clear timetable, with transparent criteria for moving to the next level.
4. New hires shouldn’t create inequality
Every new appointment prompts a review of salaries for existing employees at the same level to ensure pay remains fair and aligned.
5. Everyone has the right to challenge
If someone believes something doesn’t feel right, there is a clear, confidential route to raise it and receive an honest explanation.
6. We measure ourselves
Every year agencies review their pay practices against these principles, share the findings with their teams and outline any actions they are taking to improve.
The pledge also responds to growing expectations around pay transparency. One recent study found that 67% of agency employees actively research industry salary benchmarks for their role, highlighting the increasing demand for greater clarity around pay and progression.
Neverland chief executive Josh Harris said: “Trust is built when people understand how decisions are made and believe those decisions are fair, and so it’s telling that so many people are looking elsewhere to understand what they should be paid. While most agencies comply with equal pay legislation, the data shows many employees still aren’t convinced the system works for them.
“We’re not claiming to have all the answers, but we do believe the industry can set a higher standard. Equal for Equals is about creating a practical framework that agencies of any size can adopt to make pay more transparent and easier to understand. We hope others will join us because meaningful change only happens when it becomes something the industry does together.”
The Equal for Equals pledge is now live, with agencies invited to commit to the principles and help establish a more transparent approach to pay across the creative industries. Agencies can sign up to the initiative on the website and will receive a version of the logo in their brand colours for public use.
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