Six principles for fairer, more transparent pay across the advertising industry
Equal for Equals is a pledge created by Neverland to help agencies build greater openness, consistency and accountability around how they reward their people.
We are committing to the six principles and inviting other agencies to join us.
Why Equal for Equals?
Equal pay is protected by law, but many people still do not feel confident that pay decisions are fair or understand how those decisions are made.
An Acas study published in 2024 found that 36% of women believed they were being paid less than a male colleague doing an equivalent role, while 72% say pay transparency is what they value most when deciding if they should stay with or join an organisation.
Campaign's industry talent survey found that only 14% of employees believed their employer was transparent about salaries by making pay bands available, suggesting many people still don't understand how pay decisions are made.
Equal for Equals was originally developed through the lens of gender pay equality. However, fair and transparent pay goes beyond gender. The Equal for Equals pledge has therefore been designed around a broader principle: that every employee should understand how pay decisions are made and have confidence they are being treated fairly, regardless of background.
The six principles
1. Every role is clearly defined
All employees have visibility on what every role in the business is responsible for and therefore what is expected at each level.
2. Everyone knows the salary for their role
Salaries should be available internally, so people can understand how pay is structured.
3. Progression should never be a mystery
Promotion windows happen on a clear timetable, with transparent criteria for moving to the next level.
4. New hires should not create inequality
Every new appointment prompts a review of salaries for existing employees at the same level to ensure pay remains fair and aligned.
5. Everyone has the right to challenge
If someone believes something does not feel right, there is a clear and confidential route to raise it and receive an honest explanation.
6. We measure ourselves
Every year, agencies review their pay practices against these principles, share the findings with their teams and outline any actions they are taking to improve.
Join Equal for Equals
We are inviting agencies across the UK to commit to the six principles and help establish a more transparent approach to pay across the creative industries.
Please email the address below and the Neverland team will contact you about joining the pledge and will create an Equal for Equals mark in your brand colour.
What signing the pledge means
Signing Equal for Equals is a public commitment, and a commitment to your team, that you are taking action to increase pay transparency by adopting and following the principles set out.
Equal for Equals is a self-certified mark, not an accreditation. Agencies are not independently assessed or audited by Neverland or an external organisation. By signing up, an agency confirms that it is committed to putting the principles into practice, reviewing its approach each year and acting where it falls short.
