LEAD 2015 – Advertising’s New Deal

Business leaders understand the importance of advertising – economically, commercially and culturally. And we can be proud of the standards that UK advertising sets and the model of self-regulation it both funds and adheres to. But we’re in the midst of a huge shift.

From consumer expectations to new technology, in economics and politics, the pace of disruption is incredible. And as businesses navigate their way through, we need to consider more carefully advertising’s place in society and the unwritten deal between us and our audiences.

LEAD is advertising’s leadership summit, and this year brought over 300 business leaders representing advertising, marketing and media owners together to debate the role, rights and responsibilities of advertising. It kick-started a fresh industry debate, examining the value exchange between advertising and the world we operate in – covering data, transparency, commercial ethics, our social norms, consumerism and capitalism and self-regulation in the spotlight.

The schedule:

Are you sitting comfortably?

Tim Lefroy (Chief Executive, Advertising Association) – Our summit leader sets the context, makes practical the case for change and inspires our audience towards a morning of debate and ideas.

Richard Eyre CBE (Chairman, Internet Advertising Bureau) – If “The Only Way is Ethics”, do we need to challenge advertising’s ethical starting point?  Has 50 years of self-regulation made us complacent?  And will a new deal require advertising to think beyond legal, decent, honest and truthful?

Then three business leaders consider how shifts in technology, society, politics and economics will challenge and shape advertising today and into the future.

Eileen Naughton (Managing Director, UK-Ireland Sales & Operations, Google and Vice President, Google Inc.)

Sara Tate (Managing Director, Mother London)

Andrew Higginson (Chairman – Elect, Morrisons)

How others see us

Uncovering new Deloitte research into advertising’s subsidy effects across media, culture and society, Cilla Snowball invites views from politics, academia and the arts on advertising’s value exchange.

Cilla Snowball CBE (Group Chairman and Group CEO, AMV BBDO and Chairman, Advertising Association)

Stella Creasy MP (Labour’s Shadow Competition and Consumer Affairs Minister)

Patrick Barwise (Emeritus Professor of Management and Marketing, London Business School and Chairman, Which?)

Sir Peter Bazalgette (Chair of Arts Council England)


Whose vote is it anyway?

The only certainty in GE 2015 is that nothing is certain.  With the election outcome in the balance, MPs from each main political party make their deal with advertising and pitch to the 550,000 people working around UK advertising, media and brands.

Nick Ferrari (Presenter, LBC Nick Ferrari at Breakfast)

Rt Hon Maria Miller MP (Conservative MP for Basingstoke and former Culture Secretary of State)

Chris Bryant MP (Labour’s Shadow Minister for Culture and the Digital Economy)

Rt Hon Tom Brake MP (Liberal Democrat MP for Carshalton & Wallington and Deputy Leader of the House of Commons)

Towards the new deal

Keith Weed (Chief Marketing and Communications Officer, Unilever) – Setting the imperative on behalf of brand-owners, Keith sets out how advertising must change as values-led marketing becomes the default-setting for sustainable brands.

Andy Duncan (Chief Executive, Camelot UK and President of the Advertising Association) – What will we – through Advertising Association – do next?  Our President outlines his vision for the AA in keeping responsibility at the heart of the advertising agenda.

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A look back at LEAD 2015