Bloom UK collaborates with the IPA to launch 2024 IPA Council x iList exchange programme

Bloom UK to organise monthly co-mentoring conversations between IPA council members and iList trailblazers to bridge cultural divides and build visceral empathy

Bloom UK, a professional network for women working in marketing and communications, today announces that it is collaborating with the Institute of Practitioners in Advertising (IPA) to launch the IPA Council x iList Exchange Programme.

The IPA Council x iList Exchange Programme, is a series of co-mentoring sessions running for six months organised by Bloom UK, between 14 IPA council members and 14 individuals from the IPA’s 2024 iList, which features trailblazers from across the UK’s advertising industry who have championed diversity and inclusivity and are committed to driving positive change.

Bloom UK previously ran a cross-mentoring programme called ‘The Exchange’ that matches industry-leading men with Bloom members to encourage refreshingly honest dialogue between genders, to help break down stereotypes to make the advertising and communications industry more equal for all. Building on this, the cross-mentoring collaboration with the IPA allows the IPA’s council members and iList trailblazers to share experiences and in turn create a cultural environment where diverse talent can thrive in the advertising sector.

Victoria Brooks, Bloom member and Founder of Bloom Exchange said: “We recognise that the individuals in the IPA’s 2024 iList are demonstrably improving the diversity and inclusivity of our industry and by bringing the Bloom Exchange programme to the IPA Council members, this gives both parties an opportunity to find out more about the tireless work that is being done across our industry and also share experiences and learn from one another.

We hope that through these radically candid conversations we can help bridge cultural divides and work together in creating a cultural environment where diverse talent can thrive in our industry.”

Xavier Rees, CEO AMV BBDO Group and Chair IPA Talent Leadership Group, said: “Sometimes a truly unique opportunity presents itself. The IPA x Bloom collaboration is exactly one of those moments.  A chance for adland’s most progressive Diversity & Inclusion voices to come together with its most senior leaders; to learn from each other and to take their learnings back out into their agencies. Our industry will be a better place for it”.

Leila Siddiqi, Director Diversity and Inclusion at IPA, said: “We’re delighted to be adding this exciting new dimension to the IPA iList programme with Bloom. The aspiration is that this initiative will be a win win for iListers and IPA Council members, and benefit the industry at large by providing inspiration and practical steps to help agencies bridge cultural divides across various intersectionalities.”

Source: Bloom UK

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