Ad Matters 17.05.2024

The news that the History of Advertising Trust (HAT) has opened up a new space to archive our industry’s work caught my eye this week. The additional 2,000 square feet of space – Archive 7 known as Ebiquity – houses a collection of all UK advertising from 1960 to 2000. As Tom Knox, HAT’s chair of trustees explains, “Ebiquity will fill the gaps in our archive over a period that has seen three industrial revolutions – electronic, digitisation, humanisation – and a boom in creativity across all media.”

It was front of mind as I watched ITV’s amazing accessible advertising break during yesterday’s edition of This Morning to help raise awareness of Global Accessibility Awareness Day. The AA office gathered as one around a telly and watch ad after ad featuring brands including Aussie, Cadbury’s, Flash, Guide Dogs, Help for Heroes, IKEA, Lenor, Pampers, Sanex and show sponsor, SharkNinja. A mix of accessible features – subtitles, audio descriptions, sign language – were all in play. It blew my mind how many different ways someone might see, hear or experience an ad, depending on their own personal circumstances. If you didn’t see it, you can find out more here. I’m certain it will be recorded in our archives as a key moment in years to come. As Lord Sharkey said about the HAT update, “Advertising is a reflection of social history and HAT ensures that issues like colonisation, inclusivity, sustainability and diversity on and off screen are preserved, placing any controversy in context.”

All of this leaves me wondering what will be the legacy of ads made during the third decade of the 21^st Century?

BTW, if you’re a fan of ads, HAT’s archives (online and in-person) are a treasure trove.

Our must reads:

• Josh Bullmore, the UK Government’s Disability and Access Ambassador for Advertising, shares why it’s important to ask employees about their accessibility needs and reflects on our recently updated All In Action Plan. (Campaign)
• Good news – the 2024 YOUNG ARROWS Awards are free to enter for the first time! The awards celebrate emerging talent in the UK moving image ad industry, aiming to foster greater accessibility and build a diverse and inclusive talent pool. (LBB)
• The growing complexity of marketing measurement – find out how are agencies supporting their clients to understand campaign performance. (Creative Salon)
• Coinciding with Mental Health Awareness Week. Almost 70 business in the ad industry have signed up to the IPA’s People First Promise, designed to demonstrate their commitment to their employee’s mental health and wellbeing. (Campaign)
• The latest on political advertising… As Labour taps into influencer marketing, how having an influencer strategy became a brand essential. (Marketing Beat)

Our pick of recent ads:

• Asda is getting ‘Serious about summer’ with their new brand identity summer campaign by Havas London.
• Retailer Habitat has unveiled the new ‘Love design, love Habitat’ platform with a series of 3D outdoor installations by New Commercial Arts.
• ‘This summer, keep your cool’ with Marks & Spencer’s Clothing & Home division and Mother London.
• Dettol is trying to ‘Spread the love, not the germs’ with this new campaign by McCann London.

Events:

• I’m speaking about sustainable behaviour change at Campaign’s Media360 event on May 22 in Brighton! Book your tickets here.
• We’re launching ‘The Value of Trust’ on June 4! Join us for this special event to launch the report which will share the latest insight on current levels of public trust. If you’re a member, RSVP here.
• Our CEO, Stephen Woodford will be speaking about trust at the IAB Engage event on June 4! Book your tickets here.
• Cannes Lions is back from June 17! The Advertising Association is proud to be the UK representative for the world’s biggest festival of creativity, Cannes Lions. Find out more here.

Finally, if you’re looking to submit an entry for the Campaign Ad Net Zero Awards, you can catch all the hints from the judges in a special top tips webinar, available to watch here. The early bird entry deadline is Thursday 6 June – so don’t miss out!