The 10% Pledge to Build Tomorrow’s Bench
An industry-wide commitment to support junior talent.
Why this matters
Every Creative Director was once a junior.
Most careers in the industry started with an entry-level job, hands-on experience, and a long climb up the ladder.
But that first shot is getting harder to find.
Entry-level opportunities are shrinking.
As technology reshapes creative work, tasks that once taught young people the fundamentals are being automated or absorbed into senior roles.
Junior talent is now asked to arrive with experience they haven’t had the chance to earn.
What we believe
We have a responsibility.
If we stop hiring and training early career talent, we weaken the future of our companies and the industry as a whole.
The 10% Pledge
Signatories commit to making at least 10% of annual hires early-career talent.
What it means
Signatories agree that at least 10% of their annual hires will be early career talent, meaning anyone with less than two years of professional experience, from interns and grads to self-taught creatives.
A promise
This is a pledge of good faith, not a punitive contract. Signing means making a real effort toward the target and sharing your progress, wherever it lands, at least once a year.
For everyone
This applies to agencies, studios, production companies, brand teams and in-house departments, whether the whole business signs or just one team.
How it works
1
Make the pledge
Signatories commit at least 10% of annual hires to early-career talent, including internships and apprenticeships. Early-career means anyone with under two years of industry experience.
2
Share progress
Sharing numbers keeps us honest. When signatories report their progress, no matter what it looks like, the industry can see what’s working. That’s how a pledge turns into a shift.
3
Access resources
Signatories will gain access to tools, templates, and guidance to strengthen early career hiring, including apprenticeship frameworks, direct contacts to proven hiring pipelines, and more.
4
Be part of a movement
We’ll publish case studies on new hires, spotlight mentors, and share models other agencies can actually use to keep hiring sustainable.
Who has joined
