The fourth All In Census is slated to take place on 10 March, 2027, the UK’s ad industry trade bodies have announced.
All In is a cross-industry initiative managed by the Advertising Association (AA), IPA and Isba. First launched in 2021 with subsequent iterations in 2023 and 2025, it is the largest industry survey of its kind in the UK, and of any advertising territory globally.
The most recent All In Census showed a mixed picture for the ad industry, with evidence toward a slightly narrowed C-suite gender gap, declining but still significant ethnic discrimination, and continued underrepresentation of the working class in media careers.
The findings showed that while a strong majority (78%) of ad professionals said they enjoyed working in the sector, most did not view the industry as trustworthy (40%) or as having a positive social impact (44%). A quarter of respondents (26%) also signalled they were likely to leave their company over the next 12 months.
Much has changed since the 2025 survey, including several rounds of redundancies at large holding groups and media owners, with the likes of Omnicom acquiring Interpublic Group and WPP consolidating its media agency brands under one P&L.
This has occurred as AI has threatened to replace or otherwise change the nature of work. In 2025, just 10% of respondents said they felt AI was a risk to their jobs, however.
The aim of the census is to build a credible picture of the industry’s workforce and their thoughts and concerns about the business. Findings from the survey directly inform the All In Action Plan, which sets out tangible ways for the industry to improve its diversity, equity and inclusion.
Participating members of the AA, IPA and Isba, assuming their businesses provide enough responses from their own workforces, can receive confidential reports benchmarking their company-specific data aginst the broader industry-wide dataset.
“With the ongoing transformation of every business, there has never been a more important time to hear from the ad industry’s talent about their experience at work and their sentiment toward the work we collectively do,” commented the AA’s inclusion lead and commercial director, Sharon Lloyd Barnes.
A link to the survey will be made available in early March.
