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Why talent and skills retention matters to the future of creative campaigns
The All In Census lets talent have their say in shaping the industry.
Sharon Lloyd Barnes
Commercial Director and Talent & Inclusion Lead Advertising AssociationWhat does it take to create a campaign with true lasting impact? Recruiting and retaining the right people, for a start.
When the best ideas and skills combine, ad campaigns grab the nation’s attention and ensure long-term consumer engagement. M&C Saatchi’s recent ad, ‘That feeling’ for NHS England is a brilliant example of this in action, with a lighthearted campaign that also raises awareness of the importance of breast cancer screenings and early detection. The ad uses relatability and humour to address a frightening and challenging issue. Without attracting and nurturing the right talent, important ads like this would not exist.
Data from 2023’s All In Census suggests there is considerably more to be done to attract people from different backgrounds to choose advertising as a career, and as important, improving the workplace experience to ensure that they stay in the industry. With nearly 19,000 responses in 2023, the All In Census remains the largest UK advertising workforce survey of its kind, and of any industry, collecting invaluable data that directly addresses the talent and skill gap. 2025 is already proving to be a year of doubling down on previous efforts to improve retention across the industry despite the challenging climate. The All In Census plays a vital role in this. It gives everyone with a role in UK advertising and marketing a chance to have their say, and the resulting data turbocharges our collective action to ensure accessibility and opportunity for all talent.
It is our responsibility to stand together and drive change as it directly impacts the work we create and ensures we represent the world authentically.
Sharon Lloyd Barnes, Advertising Association Commercial Director and Talent & Inclusion Lead
Origins of the All In Census
Set up by the Advertising Association, IPA and ISBA in 2021, and delivered by Kantar, the All In Census is a bi-annual survey designed to improve workplace experience and representation. The survey gathers confidential and anonymous data from people across the advertising and marketing industries and is then used to inform the All In Action Plan.
The power of data to help nurture talent and skills
The data collected from the All In Census is crucial in shaping the All In Action Plan – a series of eight evolving actions designed to address issues of representation and talent retention. The actions include improving physical and digital accessibility in the workplace, awareness of different cultures and backgrounds and understanding different life experiences. All In’s data has prompted more than 130 companies across the industry to become All In Champions, by demonstrating that they have implemented the Action Plan in their business to create a greater sense of belonging for all staff. It is our responsibility to stand together and drive change as it directly impacts the work we create and ensures we represent the world authentically.
Figures from 2023’s All In Census show that 21% of respondents claim they were likely to leave their company in the next 12 months, reflecting the problem with talent retention. The top three reasons respondents cited for leaving their job included better opportunities elsewhere, poor work/life balance, and a desire for a career change. Furthermore, 17% of respondents were carers for a family member, highlighting a significant cohort that would benefit from specific support.
Prioritising industry talent
The AA has been involved in promoting several other purpose-driven initiatives which support talent within the industry and drive retention. These include WACL, Bloom, Outvertising, MEFA, BRiM, NABS and the Unstereotype Alliance.
Following the results of the last All In Census, the AA published a Talent Report alongside ad industry thinktank Credos, Investing In Our Talent’s Future, which highlighted the industry’s need to address its talent shortages through two key areas – attracting the best talent, and better support and development to advance that talent.
In terms of the Association’s own work, the Advertising and Marketing Training Hub, launched in partnership with Adwanted UK, is a key resource that is open to everyone. The free online resource provides a one-stop shop of over 600 quality-approved training courses covering digital skills, creativity, strategy, media planning, leadership and AI, supporting people at all career levels.
Our industry is constantly evolving and changing shape, but amongst all the conversations about AI, data privacy and regulation, and innovative marketing strategies, let’s make sure that talent and skills retention is a higher priority. Great advertising would not exist without the brilliant and creative individuals who bring the work to life.
Save the date
Help us ensure the industry remains a driver of positive change by saving the date for March 12 and take part in the All In Census: https://advertisingallin.co.uk/all-in-census/.
Results and an executive summary of the All In Census data will be publicly available through the All In Hub from May 8th.
Sharon Lloyd Barnes
Commercial Director and Talent & Inclusion Lead Advertising AssociationAbout
Sharon Lloyd Barnes is Commercial Director and Talent & Inclusion Lead at the Advertising Association, which represents the UK advertising industry and includes advertisers, agencies, media owners, tech platforms and production companies in its membership. Previously, she ran magazine ad sales teams in London and New York before co-founding The Drive Partnership, a consultancy working with businesses across a range of sectors to build profitable growth. Outside of work, Sharon co-founded a school for autistic children in 2000 – now called Beyond Autism – serving children from most London boroughs.
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