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.

How can advertising drive the UK’s industrial strategy?

/ January 21st 2019
AAccelerate Industrial Strategy

02

There are two strategic opportunities for the Government’s Industrial Strategy.

Advertising benefits the economy and incentivising its use will help to structure the UK economy for long term success. Interestingly, research has shown that investment in advertising in small and medium sized enterprises (SMEs) is even more powerful than similar investments by larger companies. Using this learning, the Advertising Association has devised a package of measures that industry and Government can implement under the industrial strategy to deliver long term sustainable growth.

SMEs Advertising Association Industrial Strategy

03

What are the potential benefits to UK plc of the Advertising Association’s proposal?

The UK’s advertising industry is a world leader, delivering an export value second only to the United States in size. London is clearly the leading advertising hub in Europe and vies with New York as the pre-eminent global centre of excellence. However, Brexit provides an opportunity for competitors such as Amsterdam, Berlin, New York and some Asian hubs to try and attract business from the UK. They are investing in communication campaigns, direct engagement, incentive schemes and fast efficient support (e.g on visas, licenses etc) to attract corporates and individuals. The UK will need to take similar action to maintain its position as the “go to” market for companies to place their global advertising accounts, and the “go to” place for talented people in the advertising and media sector to work.

Channel Four Headquarters, London, UK

04

What are our proposed next steps? 

Investigate the proposals further.

Begin formulating how we could implement the proposals.

How would we evaluate and enhance the proposals?

Advertising Pays 2: How advertising can unlock UK growth potential.
Related Articles View More