Ad Matters 28.02.2025

How time flies. On Monday, we’ll be marking one year since the publication of Sustainable Advertising, the book I wrote with Ad Net Zero’s global chair, Seb Munden. Much has happened since then, so I’m reflecting on the experience and what I would cover now if I were taking a second run at it. Thanks to tremendous support from across the AA and Ad Net Zero community, Seb and I spoke at more than 50 different industry events and gatherings, in-person and online. One of the things I’ve really enjoyed is how I’ve taken learnings back into my personal life. I’ve encouraged my golf club to become more sustainable in the way it thinks about the course (it’s one of just a handful worldwide to have a chalk bed river running through it) and the clubhouse facilities.  

I’m also proud to be one of three founders of a People, Planet, Pint community in St Albans, thanks to a chat with Stephanie Lambert, formerly of Meta. We had our latest meet-up on Wednesday evening and the conversation was brilliant. Topics included the launch of a Library of Things in our area – a community-based borrowing scheme for all kinds of useful things we only use occasionally. Definitely something which should be running in cities, towns and villages across the UK. What’s the learning here then? In a week when the Climate Change Committee published its latest recommendations (alongside other climate-related announcements that might politely be described as ‘not good news’), nothing beats taking some positive, personal action. If you’re looking for inspiration on what that might be, I’d love to chat. And if you’re interested in a copy of the book, it’s available here – use the code ADNETZERO for a discount.  

 Our must-reads: 

• The UK Advertising Exports Group (UKAEG) has established a new Leadership Board and introduced a new Cultural Impact Award celebrating creative excellence. (LBB) 

• ISBA have released their 2025 Priorities, focusing on what advertisers really care about for the year ahead – transforming skills and culture, innovating media and creative processes, and enhancing measurement and transparency. (Media Leader) 

• A new report by the IPA, Advertising Works 27, unveils insights into effective advertising, focusing on an analysis of the winning papers and themes from the 2024 IPA Effectiveness Awards. (IPA) 

• Clearcast’s Ad Accessibility and Green courses are now CPD certified, allowing individuals and teams to gain certificates demonstrating commitment to these two vital causes. (LBB) 

• The V&A has adapted its visual identity in collaboration with Wonderhood Design to better encapsulate the diverse breadth of roles and creativity that underpin the organisation. (Creative Salon) 

Our pick of the ads: 

• Our Ad in the A is Biscuit Filmworks and BBC Creative celebrating the 40th Anniversary of Comic Relief, highlighting how even the most unusual laughs are contagious. 

• Our member FCB London’s ‘Be More Elroq’ launches its first electric SUV using animal facts to show that anything in the world can spark curiosity and inspiration. 

• VCCP has launched a social-first campaign called ‘Got Itchy Feet?’ for LinkedIn which encourages young professionals to discover job opportunities that truly match their needs and goals. 

• Our member Mullen Lowe has created a visual campaign for Persil featuring Arsenal stars Beth Mead and Leah Williamson to break the stigma around period stains in sports as part of its Dirt Is Good campaign. 

• EssenceMediacom have brokered a partnership with Tesco Clubcard and Britain’s Got Talent, marking 30 years of its Clubcard and a new series. 

 Dates for your diary: 

• Advertising Week Europe is taking place from 1-3 April in London, hosted by 180 studios. The week will feature 350+ speakers and 100+ sessions on topics such as AI, retail and commerce media, data, streaming, storytelling and creativity. 

• The Future of Brands and The Future of Audio and Entertainment are combining conferences at County Hall, London, on 29th April to showcase the power media, advertising and audio can hold for brands. 

• Tickets for LEAD North 2025, taking place 14th May, are now on sale. LEAD North will be returning to HOME Theatre in Manchester to bring together senior leaders across brands, agencies, media owners and tech companies in the North West of England. 

Finally, it’s just 11 days, 14 hours, 4 minutes and 10 seconds (as I write this) until the 2025 All In Census. All the info about it is here, and we’re getting fantastic support from across the industry for this talent survey. With more to come, keep your eyes peeled next week! Please make sure you’ve got it in your diary and send an invite to all your colleagues to take part too!