The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. We represent UK advertisers, agencies and brands on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

The Advertising Association focuses on major industry and policy areas that have huge ramifications on UK advertising. This section contains our work around Brexit, HFSS and gambling advertising, data and e-privacy, trust, the digital charter and our Industrial Strategy campaigns.

Front Foot is our industry’s member network of over 50 businesses across UK advertising. It aims to promote the role of responsible advertising and its value to people, society and the economy through a coalition of senior leaders from advertisers, agencies and media owners.

Become A Member

Membership offers a range of exclusive benefits, from early access to Credos research to invitations to exclusive networking events. The Front Foot network helps us shape the annual agenda and means members are at the forefront of the latest thinking and industry initiatives of value to their businesses.

We run a number of events throughout the year, from our annual LEAD summit to the Media Business Course and regular breakfast briefings for our members. We are also the official UK representative for the world’s biggest festival of creativity – Cannes Lions.

AAccelerate For Growth 2018 Update

/ January 26th 2019
AAccelerate UK Industrial Strategy

When starting a business from scratch, it is often a slow, if steady, climb to a summit before reaching a tipping point of growth. AAccelerate, one part of our response to the Government’s Industrial Strategy, focuses on growing businesses through the power of multi-channel advertising in both Scotland and the West Midlands with a view to scaling across the UK.

We know from our own independent research by Deloitte that SMEs constitute just 18% of overall UK advertising spend. But we also know that SMEs’ growth through advertising is disproportionately large by comparison to other sizes of business when advertising across multi-channel. A smaller business undertaking multi-channel advertising can benefit as much as eight times their initial investment.

Our aim is to recruit businesses with a budget for advertising. We also want to work with businesses who are willing to gain advice from advertising agencies but who do not perhaps know how best to go about scaling their business through advertising generally or a multichannel approach. In return, the participating businesses will enjoy excellent value on their media spend and also, professional advice from agencies.

 

We announced the first five Scottish SMEs to participate in AAccelerate in October and are now in the process of recruiting SMEs to be part of our first cohort in the West Midlands with one SME already secured.

The pilot scheme has a governance structure in each pilot location, a team of willing agencies and media owners offering the best rates in the industry to AAccelerate participating SMEs.

We have also launched a website (www.aaccelerategrow.com). The site acts as an advisor to businesses wishing to understand more about how to advertise, the advertising industry and the different channels available in which to do so. It also offers an opportunity to understand more about the offer in Scotland and the West Midlands and to apply to be an AAccelerate SME.

We’re aiming to scale the scheme via a lead generation campaign, focusing initially on Scotland and then following on in the West Midlands. AAccelerate is a good opportunity to grow the advertising industry and UK SMEs in tandem.

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