Diversity Network Associations - All3Media
All3Media is a global television production, distribution and digital group, producing 4,000 hours of high-quality content a year. All3 is the UK’s biggest independent producer and has built from 19 production companies and labels a decade ago, to more than 40 today whose focus is on creative excellence, innovation and entertaining all audiences with programming, from long-running series through to the launch of new formats.
The Group’s companies are led by top class creative talent, based in the world’s largest content production territories - the UK, US and Germany, with hubs in the Netherlands, Belgium and New Zealand – developing and producing content for customers globally, across all platforms and all genres.
All3Media is committed to diversity and equity and we interviewed Annika Allen, Head of Diversity, Equity and Inclusion at All3Media, to learn more about her personal drivers and the wider EDI goals across the All3Media Group. We also found out more about the group's Diversity Network Associations (DNAs), which is an org-wide initiative still in its infancy but already creating impact.
What are your motivations for addressing diversity and inclusion within your organisation?
I believe no one should ever feel that access to opportunity is out of reach or that their voice doesn’t belong in the room. My mission is to ensure that people from all backgrounds and identities feel empowered to bring their full, authentic selves to work – and to not just belong, but to truly thrive.
At All3Media, we’re in the business of storytelling – and the stories we tell shape how people see the world. That’s a powerful responsibility. When diverse perspectives are part of the creative process, it doesn’t just foster equity – it sparks innovation, enriches storytelling, and drives cultural relevance. That’s where the magic truly happens.
DE&I is about systemic change. It’s about reimagining what access looks like, breaking down barriers, and building equitable frameworks that allow underrepresented talent to shine, lead, and shape the future of our industry.
How are you seeing those personal drivers and ambitions manifest in All3Media?
Our structure comprises 40+ unique entities each with its own distinct identity and approach. My role is focused on consulting and collaborating closely with these diverse companies, understanding their unique journeys and needs around Equity, Diversity, and Inclusion (EDI), and supporting meaningful progress tailored to each.
When I joined, the priority was to foster connection and collective action across all the companies within the All3Media business. To facilitate this, I established a DEI advisory group comprising representatives from across the Group. We meet regularly to share experiences, tackle challenges,
and celebrate successes, ultimately creating a collaborative environment where companies actively learn and benefit from one another. Real progress comes from community-building, collective insight, and mutual support—recognising that meaningful change requires coordinated, group-wide effort.
Given the varying sizes of our companies, we place great emphasis on flexibility and customised support, promoting an inclusive environment where every organisation, regardless of size, feels empowered and equipped to manage their DE&I journey. Ultimately, our approach is about empowering each other, building sustainable relationships, and collectively moving the dial on diversity and inclusion.
Can you tell us more about your Diversity Network Associations (DNAs)?
With more than 40 companies in the All3Media Group, we wanted greater cohesion and connection, particularly for individuals from underrepresented groups.
These DNAs bring together individuals from across the All3Media Group, forming communities of shared interests and experiences. They offer spaces for meaningful dialogue, support, and collective action, driving cultural change within the organization. Each DNA operates under three core pillars—Action, Celebration, and Education—guiding their yearly mission, objectives, and activities
How did you form the six different DNAs?
We began by conducting listening groups and surveys to understand the topics most important to our people. From this feedback, we established six DNAs:
All3Care – Wellbeing and work-life balance.
All3Gen – Gender equity.
All3Reach – Support for d/Deaf, disabled, and neurodiverse professionals.
All3Heritage – Multicultural perspectives.
All3Proud – Visibility for LGBTQ+ communities.
All3Rise – Social mobility and socio-economic inclusion.
The people who lead each DNA are known as co-captains and deputy captains, supported by executive sponsors from senior leadership. This structure ensures consistent progress, succession planning, and resilience in a dynamic environment. We also created a handbook, so if people want to start up another DNA, they can understand what is involved.
Who can join the DNAs?
Membership is open to everyone across the Group, whether they identify directly with a DNA or wish to join as allies. Participation fosters connections across different departments, roles, and
levels, helping individuals build relationships and break down silos. Captains are typically full-time employees, while freelancers are welcomed as supportive team members, ensuring inclusivity and operational effectiveness.
What are some of the early successes you are seeing?
Our Diversity Network Associations (DNAs) address industry-wide challenges by facilitating genuine connections, enhancing feelings of belonging, and empowering colleagues to express their authentic selves. The DNAs are becoming a catalyst for authenticity, meaningful connections, conversations, events, initiatives and a strengthened sense of community across the group. Our members consistently share how much they value these supportive and safe spaces, which are particularly essential in an industry known for its short-term contracts, freelance structures, and remote work. Celebrating individual identities not only enriches employee experiences but also contributes positively to our broader organisational culture.
What have been the main challenges or barriers you have faced in setting up and running this EDI activity?
Communication is a significant challenge due to the decentralized nature of All3Media’s 40+ companies, across geographies and time zones. Another potential barrier is finding individuals with the capacity and consistent availability to lead initiatives amid demanding workloads and rapidly shifting priorities, but they currently have great captains at the helm.
What advice or key learning would you share with other organisations considering delivering similar initiatives?
To ensure success, clearly define roles and expectations for DNA leaders, provide training, and ensure alignment around shared goals. Securing executive sponsorship is essential to lend credibility and visible support. Allocating budgets and dedicated time for leaders to engage in DNA activities demonstrates organisational commitment. Encouraging managerial support for the DNA captains and contributors to get involved helps them build essential leadership and project management skills, expands their professional networks, and reinforces the importance and value of diversity initiatives within the organisation.
