All In Census starts 7-day countdown at Piccadilly Lights

The Advertising Association has launched the countdown to its 2025 All In Census at the Piccadilly Lights this week, with an animated display, encouraging everyone in the industry to take part in the scheme next Wednesday, March 12.

The biennial initiative, which is claimed to be the biggest industry-wide workforce inclusion survey, is also backed by IPA, ISBA and Kantar, while Ocean Outdoor and design studio Two Stories devised the Piccadilly Lights campaign.

With an estimated 250,000 people working in the advertising and marketing industries in London alone, the campaign aims to help to build awareness of the programme.

The data gathered will inform the industry’s All In Action Plan, which includes eight actions to help create a workplace where everyone feels they belong. Currently,140 companies are supporting the initiative as All In Champions and have implemented the plan within their workplaces.

In 2023, the All In Census received nearly 19,000 responses. This year, the Advertising Association aims to break the record number of responses, encouraging even more people to take part and have their say around key themes of retaining and developing industry talent.

Representatives from across the All In Working Groups gathered to watch the display and celebrate the return of the All In Census.

Chair of the All In Black Talent Working Group Eté Davies, who is EMEA EVP of Dentsu, said: “The All In Census is the most comprehensive and inclusive people survey in our industry and provides the best picture of ‘who we are’ and how we view the potential of our industry. However it evolves, human capital and talent will always be fundamental to the success of our industry; There has never been a more important time to participate.”

Chair of the All In Mental Health Working Group and Nabs chief executive Sue Todd added: “‘Our industry is at its absolute best and delivers real and lasting change when we collaborate on common goals. All In is one such gigantic alignment and has cooperation at its very core. I’m proud to play a tiny part in this big plan and will be shouting loudly next week for everyone to use the survey as a chance to have their voice heard and ensure we continue to make things even better.”

Chair of the All In Disability Working Group Danny Josephs, who is client lead and COO at mFuse, concluded: “The data from the All In Census helps us to drive better representation of all people. This is key to us delivering campaigns that talk to everyone and help our clients’ businesses grow. So, get involved! It won’t take you more than 15 minutes.”