Our badge is the kitemark of the creative industry. As an agency or company, when you sign up to go 50:50:20 you commit to lasting change with us. We'll work with you to give you an end-to-end roadmap, helping you attract, retain and develop your creative talents. We believe 'what gets measured, gets done'. By taking this stand, you show creatives, clients and the industry your agency is committed to creating the frameworks for diverse creatives to thrive and succeed in your creative department. You contribute to our work across the entire industry, helping juniors get on the ladder, Mums back into businesses, organising 50:50:20 juries, student scholarships and more.

We have a simple three-step process. 


We look at where you are now, which includes a comprehensive evaluation, which includes a survey with your staff. With the badge you receive training for your hiring team, a C-suite ‘Why’ and a best-practice overview. 


Next, we work with your creative leads and HR team to tailor a plan, which may include talent pipeline plans, succession plans, areas of risk, policy reviews and more. You also receive 15% discount with The Dots as 61% of their platform are female.  


With clear areas to work, we’ll work with your creative and talent teams to make sure we fulfil our goals and work towards meeting your targets. We can set up a mentoring scheme (and train all mentors) within your business. 


Developing diversity



Diversity starts with the way you hire your talent in. We coach your hiring teams on how to challenge their biases and look for fresh talent. We also coach on how to look for 'potential' and from the 'one rung below'. 



We set up an internal scheme, but also can bring in external coaches as required. Most importantly, we coach the mentors on how to be effective with the GROW model. With some creative leaders too busy to mentor, we provide an on-call service to creatives when and where they need it. Throughout the business, we identify champions to help talent progress.



Diverse talent may get ‘stuck’ at mid-management. Working with your L&D managers, we supercharge your low performers and accelerate your high potentials. We are launching the' Future Leaders' School in June 2017 for diverse women. 



Diverse talent needs clear pathways. Our research shows two-thirds of female creatives believe they can’t stay in adland with a young family. We look at retention rates, maternity coaching and parent programmes. Motherhood is a huge off-ramp for the industry. 



Our trainers coach in everything from affinity and unconscious bias training (recommended for everyone who makes hiring decisions) to workplace culture best practice.  For HR directors, we are your diversity right-hand. 




We understand the advertising/marketing industry will reach its full potential with the experiences and talents of all.


We are behind advancing diversity in our agency, particularly in creative departments, addressing the loss of women/BAME talent across the career pipeline and the absence of diverse talent at a senior creative level.


We commit to changing unequal representation across all creative disciplines (copy, art direction, design, film directors and creative technology).


For clients looking for agencies committed to diversity, our badge is now championed by the:

Ready to go diverse?