Ad Matters 12.01.2024

The industry’s hive mind is buzzing with trends, forecasts and predictions for 2024.

Brands, agencies, media owners and tech companies shared thoughts at Year Ahead events run by Campaign and The Media Leader, with more views published online. Next week promises more of the same…

Big themes so far?

Let’s celebrate and champion creativity (it’s what we all love about advertising), do the big work that gives people hope (it’s needed), marketing/advertising is an investment (fight the cost-cutters), the economy’s in a better spot than 12 months ago (and advertising should benefit), a CMO’s remit gets more and more complex (how to simplify?), humour’s making a comeback (just don’t upset anyone), AI will figure EVERYWHERE (we’re all learning how), we’re only as good as our people (learning, retention and perfecting hybrid working’s key), Bob D’s ‘times, they are a-changin’ still rings true (elections-ready, everyone?)

And generally, it’s lovely to see people back together, after the pesky disruption of the past 3 years…

To round off your Friday, here’s three new ads that have caught our eye:

• Before you do anything else, watch this Australian ad ‘The Generation Gap’ by the Monkeys.
• The first political ads of the season are out the door. Here’s Labour’s ‘Rishi’s Raw Deal’ by Lucky Generals.
• And our Ad in the A is from Cadbury’s by VCCP, which takes us back to Georgian England for its 200^th ‘Birthday’.

Four must-reads for you from across the media:

• What could political advertising learn from brand advertising when building trust with the public? Our Policy and Government Affairs Director, Lisa Hayley-Jones, reflects on this bumper election year (Politics Home).
• Commercial television has been magnificent in holding power to account this week. ITV’s Mr Bates drama gathered 14.8m viewers to finally ring in some long-awaited justice for Post Office workers (Campaign).
• The World Economic Forum’s Global Risk Report names AI-driven misinformation as the biggest global risk this year, followed by climate change at number two (The Times).
• While our Inclusion Lead, Sharon Lloyd Barnes was chatting Talent onstage at the Campaign Year Ahead, our All In Chair, Kathryn Jacob OBE, has been highlighting the importance of inclusion for businesses (BBC Business Daily Podcast ). Plus, there are some brilliant insights on how greater diversity leads to greater creative impact (Creative Brief’s Diversity Report).

Two critical diary dates:

• Fancy a debate in Parliament? The IPIA will be making the case for sustainable print on January 30. Book tickets for the Debating Group here.
• The LEAD 2024 full agenda is live! From the Ofcom’s Chair Lord Grade to our very own Chair, Dame Annette King, join us on February 8.

January brings further additions to our AA community. We’re delighted to welcome the Chartered Institute of Marketing (CIM), as our newest AA Council Member. CIM has supported the marketing sector for over 100 years and has members in more than 100 countries.

Finally, our own Year Ahead… next Thursday, we hope to see many of our Front Foot members at the Year Ahead in Politics with the incomparable Steve Richards.