TikTok’s data privacy record may still be proving a headache for regulators on both sides of the Atlantic, but the IPA appears decidedly “not bothered” after revealing it has jumped back into bed with the social media giant as it continues its drive to attract more diverse young talent into the industry.
The Step Into Adland 2025 campaign aims to build on the success of the inaugural activity in 2023, when agencies in Edinburgh, Leeds and London (Story, Billion Dollar Boy, IMA Global, Trunk BBI and Leo Burnett) welcomed TikTok creators Abie, Benjy, Hannah, James and Kimberley to showcase the opportunity that a job in adland can offer.
The videos, which bring the agency world to life by spotlighting the types of agencies that exist and their cultures as well as interviewing staff about their career highlights and journeys into the industry, will run across TikTok from this week.
They will also signpost people to register for Step into Adland open days in March, where any UK adult can apply to experience agency life in one of the profiled agencies, to see if it appeals as a career option.
Step Into Adland forms a key part of the IPA Talent & Diversity programme, working alongside initiatives including schools programme Advertising Unlocked to support IPA president – and GroupM CEO EMEA – Josh Krichefski’s agenda to open people’s eyes up to the wealth and breadth of job roles on offer within adland and in doing so attract the best untapped talent.
Krichefski: “I am delighted that the IPA has partnered with TikTok once again for Step Into Adland 2025 following the remarkable response we saw during the first campaign in 2023.
“It is vital for the future of our industry that the untapped young talent across the UK see working in advertising as an exciting career option, and this is a great way to reach this audience and showcase the fantastic opportunities that adland can provide.”
TikTok head of UK agency partnerships Joni Morris added: “We’re excited to continue our partnership with the IPA for Step Into Adland 2025. It’s a valuable initiative that will inspire the next generation of talent in the advertising industry, showcasing the best that adland has to offer across the UK – empowering and inspiring them to kickstart their career.”
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