Ad Matters 12.07.24

It’s a very special edition of Ad Matters this week, dedicated to our England team who have successfully battled their way to the Euro 2024 final! There have been some magical moments already, Ollie’s turn-and-shoot match winner just the latest to add to those incredible penalties (here’s looking at you, Ivan) and Jude’s overhead stunner that rescued us from ignominious defeat in the early knockout stages.

The success of our national team brings a welcome boost, not just in the country’s morale but in a clear economic uplift. Our friends at WARC have provided some nuggets about how much money will be spent as the team pursue the ultimate prize while millions of us tune in to watch their exploits. They’re predicting £50m worth of ad spend on TV spots and BVOD services such as ITVX, so the national team’s progress seems sure to have a positive effect on many media owners including out of home and radio, as well as online formats such as social media and instream video.The great sports events regularly see brands looking to support our sporting heroes in the most creative ways possible – we’ve pulled together a special look at some of the different campaigns which you can see here.

Can we do it against Spain this Sunday? Who knows, but if you’re going to be the best in a tournament, at some point you’ve got to beat the best of the rest, haven’t you… Moments like this I look to Ted Lasso and simple say ‘believe’.

Our must reads:

• What does adland want from a new Government? Here’s our wishlist (Campaign)
• Boots CMO Pete Markey has been crowned ISBA President at their lunch this week (Marketing Week)
• Our political breakfast briefing set out the implications of Labour’s landslide victory – the digest in full (LBB)
• What might the appointment of DSIT Secretary of State Peter Kyle mean for the future of the Data Bill? (Decision Marketing)
• And congratulations to the winners of the Thinkbox TV Planning Awards! The7stars took the Grand Prix for their work with the People’s Postcode Lottery (Campaign)

Our pick of recent ads:

• Our Ad in the A: Walkers celebrates England bagging Euro 2024 finals spot with ‘In the bag‘ by VCCP.
• ‘Let the Games begin’ with this Olympics-themed campaign by Eurostar, by @adam&eveDDB.
• How Channel 4’s Paralympics ad ‘Considering What?’ reflects the changing attitudes towards disability.
• Sheba has launched an outdoor campaign ‘All they want is Sheba’ by AMV BBDO, the latest installment in the wider “Resistance is futile” drive.
• Warner Bros Discovery is promoting its coverage of the Paris 2024 Olympic and Paralympic Games with ‘Break free’ by AKQA London.
• Wickes observed the general election results with “New cabinet?” by St Luke’s.

Dates for your diary:

• The Campaign Ad Net Zero Awards are back, with the entry deadline being 18 July and the awards ceremony taking place on 21 November. Enter here.
• We are delighted to have teamed up with Marketing Week for the second annual Talent Trailblazer Award! Entries are open until July 19.
• Adwanted UK’s ‘The Future of Media’ is back on 8 and 9 October. The event will be all about delivering a future of media, and has its feet firmly planted in practical examples. Use the code PARTNER_AA50 to nab 50% off when you register here.
• Following the great success of last year’s event in Edinburgh, we are delighted to bring LEAD Scotland to Glasgow on 10 October. Book your tickets here.

And finally, we wrapped our Media Business Course in Eastbourne this week, where delegates immersed themselves in the art of media planning.

A huge thank you to our dedicated participants, exceptional speakers, and our events & commercial team for creating such a fantastic learning experience. Check out the daily highlights on our website.