GroupM and Avenue C have committed to AgeInc's Age Inclusive Employer Endorsement (AIEE), an initiative launched last month that recognises employers fostering an inclusive work environment for employees of all ages. The AIEE requires participating agencies to commit to educating and training senior management and HR teams to improve their understanding of age discrimination. The goal is to enhance knowledge around recruiting and retaining individuals aged 50 and above.

Richard Spencer, Founder of AgeInc, welcomed GroupM and Avenue C as the inaugural agency partners. He said, "We are absolutely delighted to welcome GroupM and Avenue C as our inaugural agency partners and look forward to working together to educate and ultimately overcome age biases in the Australian media and advertising industry. Proudly showcasing an AIEE badge enables GroupM and Avenue C to inform their stakeholders that they are committed to creating an age inclusive culture at their respective agencies."

Scott Laird, Chief People Officer at GroupM, emphasised the value of experience and the importance of an inclusive industry. He stated, "We believe every individual, from every generation in the workplace brings unique strengths and perspectives to the table. We're thrilled to partner with AgeInc to further develop an environment where experience is valued and every employee, is empowered to contribute, no matter their age. This is about creating an industry where everyone feels seen, heard, and valued, regardless of what year is on their birth certificate."

Melissa Mullins, Managing Partner at Avenue C, highlighted the agency's commitment to inclusivity and the value of diverse insights and experiences. She said, "Signing up reflects our commitment to building a truly inclusive workplace. We recognise employees of all ages bring unique insights and experiences that drive creativity and innovation. By fostering an environment where everyone feels valued, we not only enhance our team's collaboration but also position ourselves to better meet the diverse needs of our clients and the community."

Greg 'Sparrow' Graham, Founder of EAT, applauded GroupM and Avenue C for their forward-thinking approach and commitment to the cause. He said, "When AgeInc approached us to help spread the word among adland agencies re its initiative, we jumped at the chance. Their ethos to address ageism bias in our industry speaks directly to EAT's mission of making ageism a non-issue for the next generation of industry professionals."