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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.

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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.

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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.

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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.

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Welcome to our Advertising Pays 8 hub – a one-stop-shop for the best UK advertising campaigns that are making a positive contribution to society

Advertising Pays 8 is the latest report from UK advertising’s think tank, Credos and is focused on the hugely important social contribution made by UK advertising. Right now, we are seeing this in action in the way our industry is responding to the Covid-19 crisis and we are gathering case studies here so you can see this in more detail.

The new report includes major new research commissioned by Credos on both the public’s and the advertising industry’s perception of the social good made by industry. The report also includes a variety of different case studies that bring our industry’s social contribution to life in a practical way. These case studies are grouped under five overall themes spanning different elements of social contribution and environmental sustainability: Health & Wellbeing; Community Improvement; Diversity & Inclusion; Environmental Preservation; and Human Rights.

This  hub features many of the leading examples of advertising’s social contribution that were researched for the report. It gives more information about how the campaigns came about, the purpose behind the advert and the impact it had on our society.

We will be growing this hub on an ongoing basis, so if you’d like to put forward a campaign to be included, particularly around Covid-19, or simply would like to know more, please do not hesitate to get in touch with Ellie.

Download your copy of Advertising Pays 8: UK advertising’s social contribution here.

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COVID-19
Cadbury & Notts County

Cadbury has announced a unique sponsorship agreement with the oldest professional football club in the world, Notts County Football Club. The deal differs from most in the industry as Cadbury will donate its advertising opportunities from the partnership to local Nottingham based businesses most affected by the pandemic.

By amplifying local businesses who are in need of exposure and returning custom as they start to open again, Cadbury and Notts County hope that this unique sponsorship arrangement will aid the economic recovery of both local businesses and the Nottinghamshire area as a whole.

The first such business is UK & Continental coach operator, Sharpes of Nottingham, who has received the prestigious front of shirt sponsorship for Nott County’s home kit, after it saw its business grind to a halt as a result of the lockdown. The loss of bookings has resulted in an ’18 month winter’, with no summer 2020 business expected and almost all of the team on furlough. The business is now looking at how it will adapt for a socially distanced future, including the return of travelling Notts County fans to away games once fans are allowed in stadiums again. But there will be a long period ahead before the coach operator can operate efficiently and at capacity again.

The first opportunity for Sharpes of Nottingham to enjoy having their branding on Notts County’s kit, and the unprecedented exposure that comes with it, will be during the National League Play-Off Final at Wembley on BT Sport . The deal also secures the ongoing relationship between the family run Sharpes of Nottingham and Notts County F.C. by guaranteeing the travel logistics for both the team and supporters who use official club travel throughout the duration of the contract.

James Sharpe, Operations Director of Sharpes of Nottingham shared: “This is simply amazing news that has provided some light during a dark time for us. Our fleet hasn’t turned a wheel since 23rd March, which has hugely impacted us as a family run business. It is an honour to be the home kit sponsor of Notts County Football Club and we can’t thank Cadbury and the club enough for this act of generosity and the difference it will make. We are so excited for the future, and the new season!”

Nick Rogers, Senior Brand Manager at Cadbury added: “We are extremely excited to work with Notts County on this unique partnership, which builds on our other collaborations with football clubs across the UK, and deepens the positive impact we are able to make in communities across the country. Cadbury was founded on an ethos of generosity that we still live by today and we’re very proud of what this partnership with Notts County will achieve in the local community, particularly in driving economic recovery of those in the local area.”