Advertising Unlocked gives over 1,500 teenagers their first taste of adland

Over 14,000 people have taken part in Advertising Unlocked open days since 2017

Agencies across the UK are today (Wednesday 12 November) taking part in the industry’s biggest careers day, IPA Advertising Unlocked 2025, opening their doors and showcasing the opportunities a career in advertising could hold to over 1,500 students.

By connecting agencies with local schools, the programme helps open up the advertising industry to a broader and more diverse group of young people, inspiring them to see the potential of a creative career. This year, 68 agencies are hosting open days in 13 towns and cities across England, Northern Ireland and Scotland. Over a third of participating agencies are based outside of London.

For Advertising Unlocked 2025, the IPA has partnered with Brixton Finishing School to provide access to employability support and enrichment resources to participating schools and students, ensuring their experiences live on beyond the Advertising Unlocked day itself.

Activities at Advertising Unlocked 2025 open days include:

Overviews of the industry and the different types of careers available in adland
Examples of how AI can be used in storytelling and content creation
Role playing working on a creative brief and presenting campaign ideas
Setting up and assisting with podcast interviews
Capturing and editing content to create social media assets
Q&As with agency staff about life in advertising and their journeys into the industry
Practical advice on finding a career in advertising from Brixton Finishing School

IPA President and CEO of BBH London, Karen Martin said: “At its heart, advertising is about creativity. It’s about solving problems. And at its very best, it’s about shaping culture, sparking conversations, and driving real change in the world. This is a world where fresh thinking matters. Where different perspectives are crucial. Where who you are is just as important as what you do. We need new voices to help us keep moving forward, so I’m delighted to see so many agencies providing opportunities to teenagers across the country today.”

Leila Siddiqi, Director of Diversity and Inclusion, IPA: “We believe in a proactive approach to ensure young people from diverse communities are aware of our industry and the breadth of roles on offer. Advertising Unlocked has consistently supported this since its launch in 2017, with over 14,000 schoolchildren have experienced Advertising Unlocked open days, taking part in workshops, creative challenges, interactive demonstrations and agency tours."

It is one of adland’s most consistent, action oriented and special entry level talent initiatives as it actively invites schools in to experience our world for a day and get a real sense of both, our creativity and our culture.

Leila Siddiqi, Director of Diversity and Inclusion, IPA

Janat Kiwanuka, Head of Adventure, Brixton Finishing School: “Advertising Unlocked is just one day, but its impact can last a lifetime. By opening our doors, we give young people a glimpse into a world of creativity, opportunity and possibility. Through the ADventure programme, we keep that momentum going all year, helping those who might never have imagined a future in our industry to realise their incredible potential. I urge more of our peers across the industry to get involved, because inspiring the next generation isn’t just the right thing to do, it’s essential to the future of advertising.”