Ad Matters 06.06.25

Two key events this week highlighted how timely the recent launch of our Advertising Pays 2025 report has been. The Media, Telecoms & Beyond 2025 Conference featured a keynote from Lisa Nandy, Secretary of State for Department for Culture, Media and Sport, who recognised how the advertising ecosystem underpins and largely makes our vital media and creative industries possible. This ecosystem is a significant theme within AdPays 2025, as it shows just how much of the fabric of British life that we take for granted is now supported by advertising; from search and maps to music and cinema.

At the conference, our CEO Stephen Woodford joined a lively panel discussion about trends in advertising and how we can continue to drive public trust in advertising against a backdrop of the rise of AI and creator-led marketing. AA President Andria Vidler also delivered an impactful keynote about the challenges of bringing the National Lottery tech up to date in a world that is very different to the one it launched in back in 1994, whilst ensuring that funding for good causes continues to grow.

With SXSW bringing its Austin magic and a host of famous faces to London this week, Credos Director and author of AdPays 2025 Dan Wilks spoke with Aisling Conlon, our International Trade Director, about UK Advertising’s Global rise. We may be biased, but we do think Advertising Pays 2025 is a must-read for anyone looking to arm themselves with the insights, stats and facts that are at the heart of so many key discussions today.

Our must-reads:

• BBH London, OMD UK, Talon and Tesco feature in the first selection of UK contenders hoping to take home an award from Cannes Lions Festival. (Creative Salon)
• In more Cannes news, three UK entries made the shortlist for ‘Glass: The Lion for Change’, including AMV BBDO, Ogilvy and Edelman. (Campaign) 
• Wavemaker’s Katie Lee expresses the importance of the marketing sector focusing on creative skills, rather than GCSE exam grades. (The Media Leader)
• Jameson and creative agency Impero have used AI-generated songs to personalise their products ahead of Father’s Day. (LBB)
• WPP’s CEO Mark Read spoke at SXSW London, expressing his views on AI for the sector. (The Media Leader).

Our pick of the ads:

• Our Ad in the A is“Real love in every drop” by Lucky Generals for Robinsons, which focuses on the quiet but significant highs and lows of parenting.
• T&Pm’s“Take a Vow” for Tottenham Hotspur launches the club’s 2025/26 Home Kit and celebrates the enduring loyalty between players, staff and fans.
• Weetabix celebrates London musicians with“She had hers” by BBH London – an OOH campaign reacting to singer Raye’s viral TikTok, where she eats Weetabix from her Spotify plaque.
• And we’re all set for summer in McCann Manchester’s“This Summer, it’s Destination Matalan” for Matalan, featuring outfits for sitting by the beach, whatever the weather.

Dates for your diary:

• UK Advertising returns to Cannes Lions from 16-20 June. Check out our packed programme here.
• AdGreen will be hosting a webinar on 26 June at 3PM BST to launch their Annual Review! Book a place here to learn more about 2024’s calculator data and insights, and to find out who the 2024 superusers were.
• ISBA President’s Lunch is back to celebrate ISBA’s 125 year anniversary, on 9 July. Host and ISBA President Pete Markey will announce the winners of the 2025 President’s Awards and Dominic Sandbrook, author and co-presenter of ‘The Rest is History’ podcast, will be speaking. Book your tickets here.

And finally, to mark World Environment Day, Immediate has launched a competition to win a free digital advertising campaign worth £200,000. The judges include our Comms Director Matt Bourn and Ad Net Zero’s Chair Seb Munden and the competition is open to any advertiser making a real difference through their ESG goals.