IPA and TikTok launch advertising recruitment campaign

The campaign, called Step into Adland, will build on a similar campaign that ran in 2023 and will see agencies in Edinburgh, Leeds and London host TikTok creators in an effort to highlight the opportunities an advertising career offers to young people.

Agencies involved in the campaign include Story, Billion Dollar Boy, IMA Global, Trunk BBI and Leo Burnett, while the TikTok creators on board are called Abie, Benjy, Hannah, James and Kimberley.

The videos from the TikTok creators will seek to spotlight the types of agencies that exist and their cultures, as well as interviewing staff about their career highlights and journeys into the industry.

The campaign will run on TikTok from today, also directing people to opportunities 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.

IPA president and GroupM chief executive officer Europe, Middle East and Africa 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 at TikTok, 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.”