Ad Matters 07.06.24

“Luke, trust me”, intoned the voice of Obi Wan. With that the young Jedi turned off his computer, went back to basics and blew up the Death Star.

Trust is everything in the sci-fi classic, Star Wars, and it certainly is for us too at the AA because to be trusted is one of the three pillars of what constitutes responsible advertising to us. The principle of trust is what we were founded on almost a century ago.

This week, we gathered at our latest AA/Front Foot members event to hear from our President, Alessandra Bellini, the Credos director, Dan Wilks, and Kantar’s Lynne Deason on just why trust is so important to everyone that works in advertising.

Let’s start with the 3 R’s – results, regulation and recruitment, so beautifully evidenced by the Credos team, making the most convincing case yet for why trust should be central to every advertising campaign. Don’t believe me? Then take a look at the Peter Field’s analysis in our Value of Trust report which shows trust is now the second most important driver of business effectiveness and those brands which neglected it during Covid emerged weaker and less successful.

It may be a while before anyone can say ‘Trust me, I work in advertising’ without getting a wry grin in response, but the way forward for our industry in trust is clear – producing the highest possible quality of creative work, reducing bombardment and building greater awareness of the ASA.

If you want to know more about our trust work, please get in touch.

Our must reads:

• The low-down on our Trust research is here. (Campaign)
• While we’re talking trust, find out how the IAB Gold Standard is helping create a more trusted digital ad industry. Did you know the IAB runs training too?  (AA)
• We’re getting closer to Cannes! UK Advertising will be bringing its extensive ‘Business of Creativity’ programme, with a lineup including comedian Munya Chawawa and Lioness & entrepreneur Mary Earps. (LBB)
• Did advertising really ‘help win the war’? As we remember the D-Day landings, let’s go back in time with these ads from World War II. (AA)
• £50m in government adspend put on hold amid pre-election period. (The Media Leader)
• timeTo and Cannes Lions join forces to offer guidance around sexual harassment at industry events. (Marketing Beat)

Our pick of recent ads:

• With Saatchi & Saatchi’s help, this new campaign is encouraging young people to vote by telling them how ‘Voting is hot AF’.
• ‘There’s a lot to take in’ with this new campaign by VCCP for Cadbury’s new  Dairy Milk & More bar.
• Pride in London celebrates the spirit and impact of LGBTQIA+ Londoners with ‘We are everywhere’ by TMW.
• Vodafone is talking about how it is ‘The nation’s network’ in this new campaign by Leo Burnett.

Events:

• The annual marketing industry Sprintathon is back on June 12. Help raise money for Stand up to Cancer and put forward your team to complete the collective marathon here.
• Our Cannes Lions programme for 2024 is out! We’re proud to be the UK representative for the world’s biggest festival of creativity, taking place from June 17. Find out more here.
• If you’re looking to master the art of media planning, we’re holding the 60th anniversary of our Media Business Course from July 9-12. Head here to book your place.

And finally, this year’s Stranger Than Summer, the annual fund-raiser for NABS, our industry’s charity, was brilliant once again. We hosted a table and were joined by friends from the NMA, DMA, GiffGaff, Meta and TikTok teams. Many highlights of the evening, but possibly the best was the surprise appearance of Taylor Swift to entertain the crowd. OK, maybe not the real Taylor Swift, but still, this is Stranger Than Summer – anything can happen!