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WHAT DRIVES PUBLIC TRUST IN ADVERTISING?
The third wave of our ground-breaking trust research was revealed at LEAD Scotland last week! We’ll be taking a deep dive into these findings over the coming months, speaking to our members about the next phase of our Action Plan, ready for launch in early 2024.
For those who missed it… The study, led by Credos and conducted by research agency Craft, interrogated the drivers which most affect public trust, showing the most significant driver by far remains a positive one – engaging and enjoyable creativity in advertising. Meanwhile, ad bombardment remains the biggest driver of distrust, and its importance has increased significantly for younger audiences since 2021.
The new research suggests three clear themes: Individuals’ responses to advertising is driven by their world view, media socialisation, and their personal definition of it. Furthermore, consumers between the ages of 35 and 54 are far more concerned with data privacy than younger and older audiences.
If you’re an AA or Front Foot member and want to find out more, you can book in your own trust presentation with our team. Get in touch with sarah.virani@adassoc.org.uk.
WHERE WILL YOU SPOT IT? ASA CAMPAIGN’S NEXT PHASE
The Advertising Standards Authority (ASA) is launching the next phase of their ad campaign!
This follows a successful UK-wide campaign last year that increased awareness of their role as our industry regulator as well as helped rebuild trust in advertising.
Our CEO, Stephen Woodford, said, “Thanks to the generous support of leading commercial media owners, famous brands, and Leith agency and EssenceMediacom, we are delighted to see the national ASA campaign return after a successful test in 2022.
“Improving public trust in advertising is the AA’s top priority and research shows that advertising the ASA’s comprehensive regulatory reach, a key pillar in the AA’s Trust Action Plan, is an extraordinarily effective means of raising public trust.”
You can find out more here!
WHAT NEXT FOR ADVERTISING AND AI?
The Government’s Department for Business and Trade (DBT) in partnership with the Generative AI team and our very own UK Advertising Export Group (UKAEG) were delighted to invite industry leaders and UKAEG members to the home of Arsenal football club, the Emirates Stadium, to discuss ‘The Future of the Creative Economy’.
Hosted by our UKEAG lead, Aisling Conlon and DBT’s Director of Services, Rupert Daniels, the roundtable discussion highlighted three key themes:
To find out more, head to the UKAEG website here.
A CENTENARY FOR THE YORKSHIRE PUBLICITY ASSOCIATION
This week, a key building block in the AA’s foundation celebrated its 100th birthday. We were delighted to attend the Yorkshire Publicity Association’s (YPA) centenary in Leeds with our special projects lead, Sue Eustace, representing the AA. Originally know as the Publicity Club of Leeds, the Club was one of the earliest local advertising networks set up in the UK – predating the AA. In fact, the 1925 British Advertising Convention, which it co-organised, led to the creation of our UK-wide Advertising Association in 1926.
To mark the centenary, the Lord Mayor of Leeds (pictured above) presented a certificate to Shirley Cummings, the YPA’s current Chair at the Civic Hall in Leeds yesterday.
And did you know the YPA’s heritage also lives on in the Drum’s Roses Awards? They continue to celebrate the brilliant creative work done regionally today. Find out more about its history here.
CONVENING OUR LGBTQ+ TALENT FOCUS GROUP
As part of the ongoing work on our All In Action Plan, Mark Runacus MBE and Michael Albert Brown from UM Worldwide will be carrying out a focus group with LGBTQ+ talent working in the advertising industry. The session will take place online on the morning of Friday 6th October.
The objective will be to build on the All In Census’s findings by adding qualitative nuance to our understanding of LGBTQ+ talent’s experiences of working in advertising.
We are keen to hear from people from across the industry, from a range of specialisms regions, and identities. If you would like to take part, please email Michael.Brown@umww.com.
THIS WEEK: UK ADVERTISING IN THE MEDIA
It’s our specially-curated selection of must-reads from across our industry media.
Check it out here!
AD OF THE WEEK
You made it this far – why not check our ad of the week?
Want the full edition to land in your inbox every Friday? Drop us an email on aa@adassoc.org.uk and quote ‘Ad Matters’.
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