Ad Matters 04.02.22

RENEW 2022 AVAILABLE ON DEMAND NOW

On Thursday last week we hosted RENEW 2022 – our joint conference with the IPA and ISBA – to explore what our industry needs to do to meet the challenges of this decade.

It was broadcast live from our special studio at ISBA HQ in London where our host Nina Hossain delivered a packed morning of brilliant content. Our stellar line-up of speakers discussed the power of advertising to drive positive social change; what the industry can do to fight the climate emergency; All In – the industry initiative to build a workplace where everyone belongs; and how to make the pitching process more positive.

If you missed the event and need something to binge watch, we are pleased to say that you can now watch RENEW 2022 on demand on our YouTube channel here. Now you can sit back, relax, and enjoy the conference whenever you wish! You can also read a round-up of coverage from the day here.

HOTEL CHOCOLAT’S DELICIOUS DIRECT TREAT

Hotel Chocolat’s Christmas catalogue has been crowned the latest winner of The Works, the partnership set up by the AA’s Trust Working Group, Kantar and Marketing Week to reveal the most creatively effective ads.

The study asked 750 consumers what they thought of five of December’s top direct mail ads with Hotel Chocolat’s festive edition scoring in the top 2% of all UK ads on persuasiveness.

Building on our Credos research showing that brilliant creativity drives public trust in advertising, The Works shares with marketers the tricks behind the campaigns that generate the most positive public response. And with coupons, striking visuals of chocolatey treats, the latest winner according to Kantar was a “great example of powerful direct mail advertising”.

Find out more about the campaign’s success in Marketing Week.

EDITORS PREPARE FOR NATIONWIDE CELEBRATION OF NEWS

Local and regional editors across the UK are invited to partner with local libraries as they gear up to launch exhibitions exploring the role news plays in society.

On 24 February, more than 30 public libraries across the UK will launch pop-up displays exploring 500 years of news, inspired by a major British Library exhibition ‘Breaking the News’ which takes place in London from 22 April to 21 August 2022, supported by Newsworks.

The local libraries’ pop-ups will explore what makes an event news, press freedom, issues of trust, as well as a selection of news stories spanning 500 years of news production in Britain.

The displays will kick off with the ‘Breaking the News: The Launch Debate’ at Leeds Central Library celebrating regional news and its significance at the heart of communities. The debate will feature Yorkshire Post editor James Mitchinson, journalist and broadcaster Fatima Manji, artist and activist Rachel Horne, and writer Roger Lytollis. Find out more via Newsworks.

GLOBAL’S CONSUMER TRUST INITIATIVE

A huge thanks goes to all of our members for supporting Global’s Consumer Trust Initiative and submitting ads that comply with the new guidance.

As a reminder, this initiative looked at the impact that audio ads with extensive T&Cs have on the listening experience, listeners’ trust and their perception of the advertiser. From February 1 2022 onwards, Global stated that they would not broadcast ads from the motor sector with T&Cs over 8 seconds long.

Every ad submitted to Global for February has adopted the new guidance and therefore will be more effective at communicating key messages to listeners and customers. Global has now arranged for Radiocentre to provide additional recourse to help meet the new guidance. You can read more here.

HAPPY LUNAR NEW YEAR!

Tuesday marked the beginning of the Lunar New Year – the Year of the Tiger – which symbolises vitality, power, bravery and majesty.

We hope the year of the Tiger helps us on our journey to build back better and create a more inclusive, sustainable and trusted advertising industry. It will also see our UK Advertising Export Group support the growing trade between China and the UK through the continued strong friendship with the Chinese Advertising Association and the Shanghai International Advertising Festival.

We have compiled a selection of campaigns from our industry that welcome the Tiger’s energy into this year. Read more and check the ads out here.

英国广告协会祝福大家恭喜发财，虎虎生風，虎年行大运！

THIS WEEK: UK ADVERTISING IN THE MEDIA

In our weekly series we are pulling together, in one place, a selection of must-reads from across our industry media.  Check it out here!