IPA and TikTok Renew Partnership Inviting Fresh Talent to Step Into Adland

The IPA, in partnership with TikTok, has launched its Step Into Adland 2025 ad campaign to attract a more diverse audience of talented young people across the UK into the advertising industry.

Building on the success of the inaugural Step Into Adland campaign in 2023, advertising 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 with the aim of engaging and inspiring young people from all backgrounds.

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 today. 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 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.

IPA president and GroupM CEO EMEA, Josh Krichefski said, “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."

Joni Morris, head of agency Partnerships UK, TikTok said, “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”

Watch the full videos from Abie, Benjy, Hannah, James and Kimberley on the IPA’s TikTok channel (@the__ipa).