Credos is the advertising industry’s think tank. We produce research to better understand advertising: its role, how it works, how it is perceived and its value to UK society, culture and the economy.
Credos is committed to an honest appraisal of advertising. We are both advocates – highlighting its positive economic and social contributions – and its critical friend, identifying areas for change and progression.
Advertising Pays is Credos’ flagship series of reports evidencing the impact of advertising on the UK economy. The latest report, and ninth in the series, ‘Advertising Pays 2025: Powering the UK’s Changing Economy’ explores advertising’s role in a modern economy.
Since its inception in 2010, Credos has been tracking the public’s trust in advertising. The survey is undertaken quarterly in collaboration with Kantar, based on a national representative sample of c.600 respondents.
Discover also Credos’ Drivers of Trust research, unpicking exactly what drives people to trust or distrust advertising.
Credos Thinks is where we share our take on the latest topics impacting the industry.
Here you’ll find short articles on everything from AI to Gen Z to Christmas and a lot of stuff in between.
Advertising’s Big Questions is a collection of essays which look to answer some of advertising’s perennial questions. They are authored by leading industry experts who seek to encourage informed debate and build understanding of the big questions our industry continues to grapple with.
Please contact the team at credos@adassoc.org.uk
