The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. We represent UK advertisers, agencies, media owners and tech companies on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

The Advertising Association focuses on major industry and policy areas that have huge ramifications on UK advertising. This section contains our work around public health, gambling advertising, data and e-privacy, trust, the digital economy and more.

Credos is the advertising industry’s independent think tank. It produces research, evidence and reports into the impact and effectiveness of and public and political response to advertising on behalf of UK advertisers in order to enable the industry to make informed decisions.

Front Foot is our industry’s member network of over 90 businesses across UK advertising. It aims to promote the role of responsible advertising and its value to people, society and the economy through a coalition of senior leaders from advertisers, agencies and media owners.

We run a number of events throughout the year, from our annual LEAD summit to the Media Business Course and regular breakfast briefings for our members. We are also the official UK representative for the world’s biggest festival of creativity – Cannes Lions.

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BRiM is a cross-industry initiative created to improve the representation of Black people in marketing.

BRiM provides actionable advice to help anyone, no matter their level, improve the representation of Black people in marketing. Create meaningful change by taking action today.

Access the framework
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The Changemakers Awards

Presented by The Black and Brilliant Advocacy Network and BRiM

All In Hub

BRiM features as part of the All In Action Plan. Find out about the All In Census, Action Plan and browse over 100 industry resources.

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Join the conversation:
Complete the form to join the BRiM community and get access to:
  • The BRiM framework with new tools added regularly
  • Regular events and updates from the BRiM community
  • Regular BRiM content including newsletters, articles, case studies & more

 

Just want to access the framework tools? Explore the directory here

Our Sponsors
Our Advisory Group

Ayomide Akin

Accenture

Bobi Carley

ISBA

Ete Davies

Engine

Julian Douglas

VCCP

Ali Hannan

Creative Equals

Sophia Haynes

IAB UK

Yemi Jackson

Engage Transforn

Sharon Lloyd Barnes

Advertising Association

Dara Lynch

D&AD

Amir Malik

Accenture

Bejay Mulenga

Supa Network

Amina Razaq

Freelance

June Sarpong

BBC

Rob Scotland

Culture Skills

Leila Siddiqi

IPA

Sammi Vaughan

D&AD

Dinah Williams

The Avenir Network
Our Partners
What it means to
be part of BRiM

“The Advertising Association is hugely proud to support BRiM. It is the most comprehensive programme yet to accelerate change and improve the inclusion and development of Black talent in our industry.”

Stephen Woodford, CEO of the Advertising Association

“I am committed to helping create tangible actions that lead to sustained and meaningful change for the long term. BRiM will continue to highlight this issue and accelerate progress in the area and I am incredibly honoured to be Chair.”

Julian Douglas, Chairman of VCCP, IPA President & BRIM’s Advisory Board Chair
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Framework tools

The framework provides examples of commitments across the complete marketing journey for companies to consider adopting. Search our templates and tools to help create impactful and long-lasting change.

View the framework tools
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Latest survey results
Stat: 67% of marketers understand the need for fairer Black representation in the industry but 42% say they haven’t taken any decisions to increase Black representation in marketing in the past year. Source: MetrixLab Research on Attitudes towards BRIM, April 2021
Stat: One third of Black people believe they are represented in a tokenistic way. Source: Channel 4 ‘Mirror on the Industry’ report 2019
FAQs
How will the framework improve the representation of Black people in marketing?

The framework addresses principles and commitments to improve the representation of Black people in the marketing industry, on and off camera. It intends to provide a simple baseline for good practice, linking to resources from credible third parties to guide education and implementation. The framework is accessible to everyone across the industry, encouraging individuals to review their behaviours and daily practices.

Who is BRiM aimed at?

The BRiM framework is accessible to everyone of all levels across the industry, encouraging individuals to review their processes and daily practices. People are asked to join the BRiM community and start their journey.

What do companies or individuals commit to when joining the BRiM community?

This is not a commitment you need company wide approval of. To join the BRiM community we are asking for individuals to take responsibility for their own actions, and review the practices so they can make a meaningful change. At a company level, we want leaders to cascade the framework, and socialise it internally so it can be utilised across multiple teams.

To join the BRiM community, we are asking people to provide a small amount of information and confirm they’d be happy to contribute to ongoing research about the initiative. The research is aimed at understanding how people are using the framework and what more can be done to ensure it’s up to date and as useful as possible. All data will be anonymised before being shared publicly.

Why are you choosing to only focus on the representation of Black people when other groups are also under-represented?

BRiM was born out of the Facebook Client Council following the brutal murder of George Floyd (May, 2020). The motive for the project was further supported by insight from experienced practitioners in the field of Diversity, Equity and Inclusion, that in order to achieve measurable change, we must acknowledge the nuances each group faces and focus our attention on one specific group, testing and learning as we go.

According to BRiM research (Metrixlab, April 2021), 7 in 10 marketing professionals in the UK understand the need for fairer Black representation. And more than half (58%) of marketing professionals have made decisions to increase Black presentation in marketing in the past 12 months. However, there is an opportunity to move from good intentions to meaningful actions given that 42% of professionals have not made any decisions to increase Black representation in the past year. BRiM can help close this gap. Read more here.

How are you going to monitor progress in this area?

There are multiple ways we are monitoring the effectiveness of BRiM. By joining the BRiM community, individuals are demonstrating their commitment to a long term journey and will be asked to feed into regular research looking at the effectiveness of the framework. Learnings will be shared publicly, anonymising the input.

Who do I contact if I have a question on the BRiM framework?

Please send an e-mail to inclusion@adassoc.org.uk, we’d love to hear from you.