The Advertising Association promotes the rights, roles and responsibilities of advertising. 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-privacy, trust, the digital charter and our Industrial Strategy campaigns.

Front Foot is the UK advertising industry’s members’ network. Membership offers a range of exclusive benefits, from early access to Credos research to invitations to networking events. Front Foot members seek to collaboratively find solutions to the biggest issues facing advertising.

Become A Member

Members of our exclusive Front Foot network receive early access to Credos research, invitations to regular breakfast briefings and networking events, and receive the exclusive Front Foot Quarterly magazine. To apply for membership, click here.

The Advertising Association runs a number of events, from our annual agenda-setting LEAD conference to bespoke breakfast briefings. As of 2018 we are the official UK representative for the world’s biggest festival of creativity at the Cannes Lions.

AAccelerate For Growth 2018 Update

/ January 26th 2019
AAccelerate 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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