IPA renews push for diversity goals

The IPA, Twitter and Campaign are backing Adam & Eve/DDB in urging agencies to use the extra day in February to "make the leap" towards achieving their diversity goals by 2020.

Knox wants diversity to be higher on agencies’ agenda
Knox wants diversity to be higher on agencies’ agenda

Agencies and media owners are being called on to make a pledge on 29 February to achieve four targets over the next four years.

They have been asked to visit wewillmaketheleap.com to submit their pledge and Tweet that they have signed up to the campaign.

The four IPA targets are: 40 per cent female representation in senior positions by 2020; 15 per cent black, Asian and minority-ethnic representation in senior positions by 2020; to eliminate unconscious bias through training; to raise awareness of flexible or agile working policies.

Tammy Einav, a managing director at Adam & Eve/DDB, said: "This is an important moment for us to truly embrace the diversity of talent and ensure equal and fair employment."

In January, Campaign published figures on gender and ethnicity balances among IPA member agencies. 

Tom Knox, the president of the IPA, said: "By asking agencies to make a pledge and take a step, it should move the issue far higher up their agenda."

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