One School Expands to the UK in Search of Next Generation of Black Creatives

Following a successful U.S. launch in 2020 One School, a free 16-week portfolio school for Black creatives, is opening its doors in the U.K. The One Club for Creativity has partnered with WPP to launch the program, which offers a free alternative to traditional ad schools—and provides career opportunities for talented Black individuals looking to enter the ad industry. In the U.S. One School has already helped Black creatives land jobs at prominent agencies and brands. Within the first two years of operating, its initiatives in Atlanta, Chicago, Los Angeles and New York have prepared 128 young talents (65% of which are women) to enter ad land. It has an 80% hire rate so far. The first U.K. cohort will be welcomed in March via a virtual program, with WPP and The One Club encouraging people from all backgrounds and walks of life to apply for the 15 first places. No prior knowledge of advertising is needed for entry. Ez Blaine, founding creative partner at Uncommon Experience Studio in London, will run the U.K. outfit. Having already led One School West while living in Los Angeles. Blaine has prior experience across creative leadership roles at the likes of ChowNow Apple, Sonos and WPP-owned AKQA. “As a Black creative from the U.K., it’s very meaningful to me to return here and help bring new Black talent into the creative industry,” said Blaine. Similar initiatives—including the Brixton Finishing School, founded in 2017 to help people from backgrounds underrepresented in advertising and marketing to find work—have also been seeking to improve the flow of diverse talent through the doors of U.K. ad agencies. However, the launch comes as creative and media shops in the market continue to make slow progress when it comes to equality and representation. In 2021 just 18.3% of employees at U.K. agencies were from a non-white background, according to the Institute for Practitioners in Advertising (IPA). Of this, those from a Black or Black British background accounted for 4.4%. What’s more, the percentage of employees from a non-white background is skewed in favor of junior, executive and assistant employees. This is contributing to an ethnicity pay gap of 21.2% in favor of white employees, who occupy more senior positions. The salary discrepancy actually increased from 19.5% in 2020, underscoring just how far agencies have to go when it comes to ensuring people from all backgrounds are represented within their leadership teams. A pathway to the industry The school will teach Black students how to navigate the industry through courses taught by Black tutors, including some from WPP agencies. Names lined up to teach classes include Serlina Boyd, founder of Cocoa Girl and Cocoa Boy—the U.K.'s first Black children's magazines—and Leila Fataar who leads independent ad agency Platform 13. Blaine added, “Our choice of Black lecturers and mentors helps close the gap—and exposes students to creative leaders who they can relate to and allows them to see a pathway for themselves into the industry. This is about teaching students to stand out for their Blackness, be 100% authentic to who they are and understand the value that brings.” In the U.S. One School has an 80% hire rate so far. Karen Blackett OBE, president of WPP in the U.K., said the partnership would align with a set of anti-racism commitments outlined by the business in 2020. One School will also add to WPP’s Racial Equity Programme—a three-year, $30 million commitment to fund internal and external inclusion initiatives, managed by Dr. Stacie Graham. Blackett said this partnership wasn’t just about making a difference to underrepresented talent, but also recognizing that without diversity the industry simply won’t thrive. She continued, “The One School has been described as one of the biggest social change programs in the history of the U.S. ad industry. I can’t wait to see what it can do here in the U.K.” The One Club positions itself as a nonprofit dedicated to supporting and celebrating the “success of the global creativity community." The concept for One School was co-founded in 2020 by Spotify creative director Oriel Davis-Lyons and One Club head of creative development Bob Isherwood, who recognized that the high cost of portfolio schools was an obstacle to world-class Black creative talent forging routes into the industry. Black Profiles in Creativity: Oriel Davis-Lyons Creates The One School