The Targets

The IPA has set the industry a series of ambitious targets to work towards together.

Former IPA President Tom Knox set some new targets for 2020 at the annual President’s Reception in 2015

  • On gender, women will hold 40% of senior positions within all agencies, and at each stage of the career ladder (Executive or Assistant, Middle Manager, Head of Department, Director or Other Executive Management and amongst personnel in the C-Suite)
  • On ethnic diversity, at least, 15% of people in leadership positions in the IPA’s biggest agencies will be from a non-white background
  • These goals are in addition to the IPA’s existing commitment to help the industry recruit 25% of new joiners from BAME backgrounds

To build on this momentum, both within our industry and as a topic of big debate more widely, we thought we should collectively make a pledge to achieve these targets.

On 29th February, the IPA, adam&eveDDB, Campaign, in partnership with Twitter UK launched ‘make a leap’ – an industry wide campaign to make agencies pledge to achieve 4 targets over the next 4 years, starting this leap year.

In joining #MakeTheLeap company leaders pledge to

  • aim for 40 % female representation in senior positions by 2020
  • aim for 15 % BAME representation in senior positions by 2020
  • help eliminate unconscious bias through training
  • raise awareness of our flexible, or agile, working policies

Please visit now to submit your pledge and MAKE THE LEAP!

January 2017 - This is the second time the IPA, in association with Campaign magazine, has run a diversity survey. This year it has been broadened out to the wider IPA agency membership, with responses received from 131 agencies. This compares to last year where responses were only sought from the biggest 39 agencies with a gross income of £20m or more than 200 employees.

In light of the wider sample size, direct comparisons on year-on-year figures are not possible. Read more here







Some of the key findings from the 2016 (last year's survey) include:





The IPA in partnership with Campaign released a report in January showing how our industry was performing on a variety of diversity measures.

Click here for the full findings

Last updated 11/04/2017

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.