Leeds’ creative agency community have joined forces in a ground-breaking partnership named “All In. Leeds.” designed to revolutionise the sector, inspired by the city’s bid to be the new home of Channel 4.
With the broadcaster’s ongoing pitch process to decide which city will be selected as its new National HQ and base for two new Creative Hubs, the region’s highly regarded creative community has embarked on the ambitious project to show the pitch committee and Channel 4 exactly what the city and region has to offer.
The ‘All In. Leeds’ campaign, which is backed by over 50 of the city’s creative agencies, focuses on showcasing the creativity of the region, as well as encouraging creative businesses to sign up to a manifesto to help shape the future of the sector through five key points: education, community, talent & diversity, businesses and creativity.
Speaking directly to key Channel 4 decision makers on their arrival to the City, ‘All In. Leeds’ has written an emotive love letter to thank them for sparking the creative collaboration which will encourage a thriving sector.
A representative from All In. Leeds said: “Leeds is fortunate to have a very well represented creative agency community, but rarely do we actually work together on a common cause. Through ‘All In. Leeds.’ we’ve come together to demonstrate how transformative it would be for us, and for Channel 4, to choose Leeds as their new home.
“We believe our thriving sector can really support Channel 4 in every way, from talent to creative support and everything in between.”
Tom Riordan Chief Executive, Leeds City Council, said: “This unprecedented collaboration amongst the creative sector in Leeds reflects the energy and excitement sparked by our Channel Four pitch, and the unity of the city’s partners who are four square behind it. We have a hugely talented, diverse and growing creative sector and I’m looking forward to working with them to shout even louder about what makes Leeds such a great city.”
The All In. Leeds representative added: “Usually attributed with Yorkshire’s modest mentality, Leeds as a region often hides its light under a bushel. We’re changing that. Alongside showing Channel 4 what the city is doing, we want to illustrate the depth and breadth of the creative agency sector and promote that it’s awash with talent and world class output, with some of the world’s biggest brands choosing to place its creative work right here in the city and region.
“With our ‘All In. Leeds’ manifesto, we are holding ourselves to a standard and a promise to guide our journey to an even better future.”
Coun Judith Blake, leader of Leeds City Council, said: “It is fantastic to see our creative sector coming together to further showcase Leeds as a truly dynamic and innovative city in the light of our Channel 4 bid.
“As a city we are stronger together, with a proven track record of where this works. I am excited to be supporting all our hugely talented creative agencies on this excellent collaboration.”
Channel 4 executives will visit the candidate cities, with a final decision due in October.