Advertising Unlocked is a real highlight in the calendar each year at McCann Central, with our offices proudly taking part in the initiative for the past few years. And it’s more than an event for us - it’s instrumental in supporting our early careers outreach programme and a key component in our commitment to DE&I.
Advertising Unlocked plays a crucial role in opening doors to the creative industry, shedding light on the wide range of roles and opportunities on offer, as well as igniting meaningful conversations about the diverse pathways and routes into the industry.
Advertising Unlocked also plays an important role in fostering connections with the local communities for each of our offices around the UK, encouraging young people who may not have previously considered a career in the creative industries to explore their potential.
The experience I lived that day at the Advertising Unlocked trip to McCann opened my eyes to enjoying working with my peers on the brief we were given. I was proud of myself at being able to voice my ideas and to collaborate on our vision to create solutions to problems or difficulties.
In 2024, we were delighted to welcome pupils from nearby schools to both our Birmingham and London Demand offices.
At McCann Demand, students from Deptford Green School were introduced to various specialisms as the team shared personal career stories, interview tips, and insights into different pathways in, such as apprenticeships and internships. They were also given a dynamic client brief to work on, giving them the chance to unleash their creativity in real-time.
In Birmingham, more than 40 students from Bishop Challoner Catholic College, Holte Secondary School, and Colmers School & Sixth Form College took part in an action-packed day at our offices. The event featured an introduction to key disciplines of creative, research, and strategy, followed by a hands-on creative challenge. Pupils rotated through PR, Media, Business Leadership, and Creative work stations where they learned more about the campaign process before pitching their ideas to a panel.
I wasn’t sure about coming on this trip. I find it difficult sometimes to share my ideas and work with others. I also thought that because I love photography and want to do that in the future, there would not be any jobs that I would find interesting. The day has completely changed my ideas, and I can see how important it is to be open-minded and how people use different interests and skills in lots of roles I did not know about. This is something I could do too.
Commenting on the day, Celine Nembhard, Careers and Enrichment Lead at Deptford Green School, said: “Thank you for welcoming us so warmly for the Advertising Unlocked Day. Our students dived into the dynamic world of advertising and discovered unknown careers and pathways. They gained insights into the technology and the creative process behind well-known campaigns and developed a better understanding of how and why teamwork, communication and resilience are essential, transferable skills in the workplace.
“Whether they wanted to explore the industry further or not, and most do, all students left feeling positive and inspired by the power of collaboration and innovation. They understood that the world is full of possibilities, that each sector offers a range of roles, and they were able to make connections between industries. Opportunities like this, allowing our students to explore, dream and discover, are essential and we are grateful for your continued support in unlocking their potential.”
Spearheaded by our People team, Advertising Unlocked is a real team effort, bringing together people from right across McCann Central to make the day a success. From strategists and creatives to account managers and production teams, everyone gets behind the initiative and has a key role to play.
Jo Jacques, Managing Director of Advertising at McCann Birmingham, is one member of the team who is heavily involved in both organising the event and participating in the day year after year.
She said: “Engaging schools in our local area through Advertising Unlocked is a great way to introduce and inspire young people, and the teaching staff, to the varied career opportunities within our industry. We often work with schools who perhaps wouldn’t otherwise be aware of our industry and open their hearts and minds to a career within it. For our teams it is an opportunity to build their own profile, presenting skills, confidence and in some instances reconnecting them with their younger-selves and their initial love for the industry. The best part is seeing the pupils' confidence grow through the day while they are building the task and presenting back to their peers and a selection of agency specialists, who will judge which ideas hit the brief.”
Dean Lovett, McCann Central CEO sums up: “Advertising Unlocked reflects our belief that creativity thrives when it’s built on diverse perspectives and experiences. We are incredibly proud to be part of an initiative that opens doors, sparks ambition and helps pave the way for a more innovative and inclusive future in the creative industries. We can’t wait to get involved again this year!”
Advertising Unlocked 2025 will take place on Wednesday 12 November. Register your school or agency and be part of the industry's biggest open day.
Rebecca Philbin is Senior Talent Development Manager at McCann Central.
The opinions expressed here are those of the author and were submitted in accordance with the IPA terms and conditions regarding the uploading and contribution of content to the IPA newsletters, IPA website, or other IPA media, and should not be interpreted as representing the opinion of the IPA.