Welcome to our 2017 Annual Review
It’s been a fascinating first year as the Advertising Association’s CEO and I am very proud of the team here and what we’ve achieved together; made possible by the incredible support from our members and industry friends.
This review is principally about the activities of the AA, but, as importantly, it includes the work of Credos, advertising’s think-tank, Media Smart, advertising’s media literacy programme and Front Foot, the industry’s coalition to campaign for advertising. As such, it brings together the combined efforts to represent advertisers, media and agencies as one single voice to Government, key influencers and to the wider public.
We’re in a time of tremendous change – political, social and technological – in society and in our industry, with the challenges and opportunities this presents. Through all of this we never lose sight of the important and vital economic and social roles advertising plays for our country, now and through Brexit and beyond. This Review covers many of the complex issues our industry has faced, including advertising’s contribution to the UK’s future Industrial Strategy, the Government’s Digital Charter, data legislation, the gambling advertising review, HFSS products advertising and he Brexit-related issues, including immigration, talent and future trade.
Two highlights stand out for me – our LEAD conference in January, which sets our agenda for the year , and the launch of our ‘World class talent, world class advertising’ report in October. This demonstrates both the crucial importance of international talent to our industry’s success and the UK-wide employment advertising creates, with 57% of jobs outside London. I also reviewed the Advertising Association’s founding principles, shown on page 7 of the review. They are just as relevant in 2018 as they were in 1926.
Our focus for 2018 is clear. The two Industrial Strategy work streams, to protect and grow advertising exports and help SMEs grow faster across the UK, will be central, as well as ensuring advertising’s voice continues to be heard in the Brexit negotiations. The AA has monitored public favourability and trust in advertising for decades and in 2018 we will be looking at industry strategies to improve both.
I hope you enjoy the Review and on behalf of all of us at the AA, thank you for your continued support.
CEO of the Advertising Association
Group CEO of adam&eveDDB and Chairman of the Advertising Association
Our industry is well positioned to have an exciting future, both as a global hub for advertising and as a force for economic growth across the UK. But it is vital we get the best possible economic growth across the UK. But it is vital we get the best possible deal for our industry from negotiations with the EU. As such, we are all committed to ensuring our voice continues to be heard during this critical period. Our ‘A Great Advert for Britain’ campaign is just the beginning of our work to make the case to Government of the need to be open to the world if we are to continue to be the best in the world. Advertising is a wonderful industry, with special talents across its many different areas. I know that working together we can build a critical mass that helps us power through Brexit, giving us an even stronger future during a time of such unprecedented change.
President of the Advertising Association
This is a crucial time for our sector. It is vital for us all that we secure the best result for advertising and ensure the UK remains a world-class hub for talent. We also need to take full advantage of the Government’s Industrial Strategy to drive growth right across the UK. Perhaps, most importantly though, is the work we will be doing to look at what is happening to the reputation of advertising. As technology develops, and consumers’ expectations change, we need to adapt and raise our game collectively to further strengthen trust. We must work together to ensure we continue to lead as the world’s best self-regulated advertising industry, one that is envied by our competitors and one that is recognised for the huge economic and social value it contributes. With the support of the rest of the Board and our members, I am confident we have the right team in place to meet the challenges and opportunities ahead.
- 08 November, 2018UK adspend rose 6.4% year-on-year to reach £5.6bn in Q2 2018 – the 20th consecutiveRead more