We are thrilled to announce the launch of the second year of the STEPS Mentorship programme, a collaborative mentoring initiative with IAPI and the Marketing Society Future Council, designed to empower the next generation of Marketing and Advertising leaders.
STEPS stands for Share, Teach, Elevate, Progress, and Support — core values that guide our mission to foster a culture of continuous growth and mutual development in our industry.
We recognise the responsibility for senior managers to share hard-earned wisdom and essential skills with young professionals within the industry. This programme not only supports their growth but also provides mentors with valuable training and coaching, enhancing their leadership abilities and keeping our industry dynamic and innovative.
This collaborative effort between IAPI and the Marketing Society Future Council aims to strengthen our entire industry. By participating in STEPS, we're building a vibrant community where everyone can thrive.
Join us on this journey to elevate, progress, and support the future leaders of Marketing and Advertising!
Applications for the 2025 STEPS Mentorship programme opened on Friday, 9th May and will close on Friday, 13th June.
Jenna Greene, Effectiveness Director, Omnicom Media Group and IAPI Futureheads Chair, said: ‘I am so proud to see the STEPS Mentorship programme continue into its second year, being such a vital initiative for the next generation of marketing and advertising leaders. Sustained professional success is not an accident or a solo endeavour; it takes thought, focus and connection. It has been incredibly rewarding to see the positive impact the programme has had on participants so far and I’m excited to be alongside Máire McCarron in carrying forward the vision of our predecessors, strengthening connections and creating valuable experiences across our entire industry. We cannot wait to welcome our 2025 cohort!’.
Máire McCarron, Senior Research Lead, Bounce Insights and Marketing Society Future Council Chairperson, added: 'This initiative was brilliantly brought to life by Adam and Laura, whose vision laid a strong foundation. Building on their work, we’ve taken on the feedback from last year’s mentors and mentees to make changes that we believe will strengthen the experience for everyone involved. STEPS was created to offer meaningful support and development to both mentees and mentors, recognising that both sides benefit when mentorship is done right. I’m excited to be working with Jenna Greene on this year’s programme, and I look forward to seeing the impact this next phase will have overall!'
The STEPS Mentorship programme exists to help industry talent thrive.
We believe that with the right infrastructure of support in place a new generation of talent can come through, bringing with them enormous value, diversity and creativity to the industry.
To enable us to create the best mentoring programme that we can we believe that the focus must first be on the Mentors.
We want to recruit those that wish to enhance their management skills, improve their empathy, share their experiences, and develop their own career further by giving back as a mentor.
The programme’s mentors are industry experts, senior-leaders with a wealth of knowledge, and will include a mix of Agency and Client side.
All mentors and mentees chosen for the programme will take part in training workshops held by IAPI x Marketing Society, please see below to check dates and learn more.
The STEPS Mentorship programme runs over a 9-month period, beginning in September 2025 to May 2026 and you can expect anywhere between 9 to 12 sessions with your partner.
To apply to take part as either a mentor or mentee, please complete the relevant application form. Once you've done that we will review the information you've shared to make sure you're matched as best as possible to compliment each other's skills and ambitions.
If you have been working in the industry for 8+ years, are in a senior position, and would like to provide your experience, support and guidance, then please apply to become one of our mentors.
Professional Requirements
- Minimum of 8-10 years’ experience in the marketing, advertising, or related industries
- Currently in a senior or leadership role (agency or client side)
- Able to commit to the 9-month programme (approx. 1-2 meetings/month)
- Available to attend mandatory mentor training on August 21st
Qualities We Look For
- A strong desire to give back to the industry and support emerging talent
- Experience managing or coaching individuals or teams
- Willingness to share real-world insight with humility and openness
- Strong listening and communication skills
- A collaborative mindset with a belief in mutual learning
- Empathy, patience, and emotional intelligence
- Ability to set boundaries and respect confidentiality
Bonus Points If You…
- Enjoy deep conversations about career growth, challenges, and change
- Have lived experience navigating underrepresented paths in the industry
- Want to strengthen your own leadership and coaching muscles
If you have been working in the industry for less than five years and would like to apply to be a mentee, we'd love to hear from you.
Professional Requirements
- 2–5 years’ experience in marketing, advertising, or related creative industries
- Currently working in the sector
- Available to commit to a 9-month relationship, meeting once per month at minimum
- Open to feedback and committed to personal growth
Qualities We Look For
- A hunger to learn and develop in your role or career direction
- Curiosity, humility, and willingness to be challenged
- Prepared to drive the relationship – setting goals, following through on actions
- Self-awareness and a desire to build confidence, clarity, or connection
- Respectful of your mentor’s time, boundaries, and lived experience
- Comfortable sharing your goals, setbacks, and career questions honestly
Bonus Points If You…
- Feel stuck, overwhelmed, or unsure of your next step and want perspective
- Are passionate about shaping the future of the industry
- Bring a diverse background, experience, or point of view that enriches the community
All applications are now open and will close on Friday 13th June. Once applications have closed we'll be in touch to invite successful applicants to your introduction to the programme – this involves mandatory training workshops, one for Mentors taking place on August 21st and another for mentees on August 28th. Please ensure you’re available at time of application.
Mentoring plays an important role in the successful careers of Mentees - but also in the development, engagement, connection and success of Mentors. Exploring the “why,” “how” and “what’s in it for me” of mentoring as a Mentor is a great leadership muscle builder.
This workshop will draw on current business research showing the clear impact that Mentoring has on the energy, pace and scope of advancement for both Mentee and Mentor. We will look at the difference and importance of sponsors, mentors, advisors and coaches in navigating growth and how to best fulfil the role of Mentor as part of this valuable industry development initiative.
By understanding these roles and by learning (in a hands-on and pragmatic way) the best practices and skills for effective mentoring you will position yourself for real impact – to your Mentee and to your own career.
We will focus on practical ways to build the skills of Mentoring such as open questioning, deep listening, feedback and coaching. We will reference concepts important to most Mentees today so that you, as a Mentor, are forewarned and forearmed to give support and guidance.
We will also provide a toolkit of practical and effective tools to help you scope, progress and develop your mentoring conversations and relationships.
This isn’t just a kick-off call – it’s your springboard for a powerful 6-month journey.
In this interactive session, we’ll explore what great mentees do differently, and how you can shape the experience into something that truly supports your growth. From asking better questions to owning your progress, we’ll talk openly about the highs, the challenges, and the surprising bits of being a mentee.
Expect honest insights, practical tips, and a few shared stories that remind you you’re not alone.
What we’ll cover:
- What a mentor is (and isn’t)
- How to drive the relationship with confidence and clarity
- Ways to set goals and structure conversations
- Navigating tricky moments or mismatched expectations
- Your role in making this a valuable experience for both you and your mentor
You’ll leave feeling more prepared, more connected, and ready to get started.
