This week: UK advertising in the media

The year ahead for ad agencies: purpose, diversity, sustainability 

After a number of years of existential angst, advertising agencies had almost too much work to deliver in 2021. There certainly was a paucity of workers to go around. In 2022 agencies must ensure their workplaces and their culture attract and retain bright and diverse talent at all levels. 

MediaLink pulls the plug on CES 2022 

Major brands, agencies and tech companies have canceled their in-person attendance in the past 48 hours due to fear over the Omicron variant. 

Sky, Baileys and Co-op top December’s highest rated UK ads 

Ad ranking database System1 has shared its highest-ranked UK December 2021 creative. 

London Ushers in 2022 with Innovative Broadcast Performance 

Jack Morton helps create Mayor of London’s spectacular show of live fireworks, lighting, drones and performances 

Apple iPhone: “Detectives” 

To illustrate the cinematic capability of the advertised phone, we’re shown what appears to be a scene from a movie in this excellent commercial directed by O Positive’s David Shane. 

Planet Fitness: “Feel Fitacular” 

Jeff Meacham fronts this entertaining US commercial for Planet Fitness directed by Biscuit’s Andreas Nilsson. 

What’s on the Agenda for 2022? Trust, Inclusion, Sustainability and More 

The Advertising Association is on a mission to raise the profile of the industry’s positive social contribution and to help members navigate uncertainties ahead, CEO Stephen Woodford tells LBB’s Laura Swinton 

An Apple Watch Can Save Your Life in an Emergency, Demonstrates Tense Ad 

Spot uses real 911 call footage and calming imagery to powerfully hit home its point, writes Addison Capper 

Five trends that will reshape media in 2022 

From developments in the metaverse, to the rise of retail media and the search for effective measurement, Marketing Week picks the trends that will take shape this year. 

Goodstuff founders sell agency to US ‘challenger’ group Stagwell 

UK’s second-largest independent media agency sells to US-listed group. 

The year ahead for media: going old school 

There are encouraging signs in the sector, but it must ensure that it doesn’t lose sight of what its audience – and, of course, its advertisers – want. 

Radio adspend recovers to pre-pandemic levels 

Healthy outlook for radio ad revenues, while cinema and OOH take smaller positive steps. 

Display adspend outlook showcases robust growth 

Strong recovery in consumer spending and government health messaging is fuelling display ad growth. 

Ad of the Day: Heineken 0.0 spot says a long overdue cheers to non-drinkers 

Heineken has revisited periods in history where it was socially unacceptable to cheers without alcohol for its latest Heineken 0.0 ad. 

Campaign UK Agency of the Year Awards: shortlists revealed 

Many categories are fiercely contested, with winners due to be announced at an awards dinner on 22 February. 

Twitter UK reveals its most creative brand campaigns of 2021 

McDonald’s, ITV, Aldi, Cadbury and Netflix among those that tapped into the creative power of Twitter in 2021. 

After a year of closures and crises, what’s the hope for ad schools in 2022? 

The last 12 months have been tumultuous for ad schools, with The Watford Course shuttering and the School of Communication Arts warning it was in danger of a similar fate. So what hope in 2022? The Drum sat down with ad school leaders, in-agency educators and the independent training body Brixton Finishing School to review the current state of play. 

To reach new talent, we’re going to have to use new rules 

As the industry searches for ways to shore up its greatest asset, Marc Nohr puts forward a new approach to recruitment. 

Pinterest business boss urges brands to chase trends, not fads, with ‘cheat sheet’ report 

The Drum catches up with Pinterest’s director of business marketing, Visha Naul, following the release of its Pinterest Predicts 2022 report, which she calls a ‘cheat sheet’ for advertisers 

A lack of media transparency is hurting brands. Here’s what they can do about it 

Grey revenue is still very much the norm and unless advertisers are willing to seek meaningful change, chances are that the inertia will remain ongoing for years to come. 

Corona Sunbrew: “Born on the Beach” 

Sunbrew, a wholesome new alcohol-free beer from Corona actually contains Vitamin D which, for a short while in mid-2020, was going to save us from Coronavirus… a disease that it’s worth pointing out, for legal reasons, has absolutely nothing to do with the advertised product! 

How brands can help turn the public’s sustainable intentions into action

Dr Jane Leighton, head of behavioral consultancy Behave, details how advertisers can nudge people into more sustainable practices as we enter a pivotal time for global warming.

France mandates car ads must urge viewers to walk, cycle or take public transport instead