Ad Matters 11.10.2024

I write from Glasgow after our third LEAD Scotland, a special gathering of Scotland’s advertising community in the ballroom of Glasgow Central train station’s 143-year-old hotel. The entrance opens onto the station concourse and our event took place on a floor marked E, one story above ground; the space beneath originally designed to accommodate horse and carriage traffic travelling to and from the station. Our event was a comprehensive run-through of the things that are critical right now to the Scottish advertising sector, from ambitions to build ‘Brand Scotland’ on the world stage and encourage businesses to base themselves in the country, to the essential role of its energy sector to deliver a net zero future. We also considered how advertising can help to tackle a range of problems, including social inclusion and public health. Many great insights, facts and anecdotes were shared but one to highlight here is how the Scottish out of home sector was the first to develop the ‘1 in 6’ principle for digital advertising rotation, which has now become the norm around the world. Our own ad for LEAD Scotland appeared on the digital screen where it all began nearly two decades ago. Big thanks to the Ocean Outdoor team for making that happen!

It has also been a big week for effectiveness, with the reveal of the latest winners of the IPA Effectiveness Awards and our team has been reviewing the work and the supporting papers to help build the case for advertising’s positive economic impact. These awards do matter, as they set the gold standard for advertising effectiveness in the UK and internationally, so I highly recommend taking a close look if you haven’t already…

Our must-reads:

• UK Advertising has announced an official partnership with Athar Festival of Creativity to support UK companies looking to provide their services to Saudi Arabia’s flourishing creative economy. (LBB)
• Another one from UK Advertising! UKAEG has introduced a new leadership icon award at AWNY. (AA)
• Ad Net Zero Chair Seb Munden was The Grocer’s guest editor for the week! Hear from him about the ‘competitive advantage’ of sustainability, and ‘unintentional greenwashing. (The Grocer)
• How can brands promote sustainable behaviour even if they aren’t promoting sustainable products? (The Media Leader)
• Here are some views on adland’s right to switch off and the possible new government regulations. (LBB)
• Take a deep dive into McCain and adam&eveDDB’s emotional brand building success as Grand Prix winners at the IPA Effectiveness Awards this week. (Creative Salon)

Our pick of ads:

• Lidl remakes Gina G’s hit ‘Ooh Ahh.. Just a Little Bit‘ and gives it a Lidl makeover, with the help of OMD UK and Coolr.
• EA Sports’ ‘For the club’ by Uncommon Creative Studio builds anticipation for its latest football simulation game.
• Marks & Spencer has launched the second phase of its ‘Big autumn energy’ campaign with the help of Mother, focusing on menswear.
• Kwik Fit has launched ‘Reasons why you’ll drive away happy every time’ by VCCP, to highlight its customer-friendly approach and advanced services.

Dates for your diary:

• To help UK Advertising companies learn more about Saudi as a market, UKAEG will be hosting a webinar on 21st October titled Navigating Saudi Arabia’s Advertising Landscape: Your Guide to Athar Festival 2024. Sign up here!
• The Creative Shootout is back for 2025. It’s the UK’s leading creative-for-good awards, that test the mettle of the UK’s best creative talent, all in support of one different charity each year. Entries are now open until 29 November!

And finally, Leo Burnett is launching it’s next wave of PopPulse research, which aims to ‘pop the marketing bubble’ and plug brands into how the country is really feeling. You can view the full report here!