We’re still buzzing here at AA Towers after last week’s centenary celebrations and I wanted to take a bit more time this week reflecting on the award of our two Mackintosh Medals. We have more of a write-up about Kathryn and James on our site here. I’ve had the opportunity to work closely with them both these past eight years and I have seen first-hand the value they’ve brought to the work of our trade body, and to the industry.

I used to work agency-side and clients would often ask me why they should be a trade body member? Simple answer is it provides a platform to show how and where you want to lead, and you get out what you put in. These two people exemplify the value that investing in your trade body can bring. The return on relatively small spend but more importantly their own time, intellectual input and advocacy is, I would argue, invaluable.

So, this is a call, for the next set of people like Kathryn and James to step forward and help, not just the AA, but all our industry’s trade bodies. Push for progress, encourage new talent and build the strongest industry possible. In times of great change, we need an industry that works for all of us and makes good on the mission to promote responsible advertising and its contribution to the U.K. Who will be the next wave of Mac Medal winners?

Our must reads:

• Karen Stacey and Louise Watson describe the creation process of ‘Empower’, the inclusive space formed by WACL and Propeller at Cannes Lions. (Media Leader)
• A view on how LHF legislation is reshaping UK media spend, despite the ramifications of the restrictions not being fully understood. (Campaign)
• Cartier has been named as the latest winner of our ‘The Works’ study with Kantar for its distinctive branding featuring the famous panther. (Marketing Week)
• Retail media grew 17.5% to reach £3.7bn finds our latest AA/WARC Expenditure Report. (Media Leader)
• The Unstereotype Alliance’s latest State of the Industry report explores core trends in the last five years of inclusive advertising and marketing. (Unstereotype Alliance)

Our pick of the ads:

• Our Ad in the A is Bauer Media Audio’s takes rebrand ‘Mischief Amplified’ for KISS, travelling around London with Wieden+Kennedy London.
• Here is a round-up of the recent ads for World Cup 2026, including Adidas, Coca-Cola, Samsung and more.
• BT uses the BT Speaking Clock to launch their new brand platform with Uncommon Creative Studio.
• McCann London explains the behind the scenes of ‘See My Pain’ for Nurofen, created to fight for women to be heard.

Dates for your diary:

• I’ll be chairing a special Trusted Advertising roundtable with Clearcast on 3 June – more details here.
• Tickets are selling fast for our Media Business Course, taking place from 7-10 July. Book your place here.
• CreatorFest 2026 on 14-15 July has a packed two-day agenda of networking and panels. Get 20% off your tickets using the code AA20OFF here.

Our ‘And Finally’ this week is a farewell to long-time colleague and the AA’s Head of Policy Communications, Mariella Brown. She will be well-known to many of our readers having played a key role in many of our workstreams these past few years and also having penned the occasional edition of Ad Matters. We wish her a special Ad Matters all the best for everything she goes on to do next!