Ad Matters 25.04.25

We marked World Earth Day this week with a series of activities as the work to support positive climate action in our industry continues. Campaign kindly published a new article from fellow Sustainable Advertising author, Seb Munden, and I – The Future’s Bright, The Future’s (Still) Green, and we followed that up with a visit to Global to chat about all things advertising and sustainability a year on from our book’s publication. So much has happened since then that we’d love to be writing about…

Sterling work continues from our colleagues at Ad Net Zero and AdGreen, with the most important things to note for all those interested in making sustainable improvements to their work being the upcoming publication of v1.2 of the Global Media Sustainability Framework (more on that at Media360 next month and at Cannes Lions in June) and AdGreen’s Early Insights tool which you can learn more about here.

Our must-reads:

Since the IPA Bellwether report release, senior leaders in the advertising industry have given their feedback. (Campaign)
Our member Giffgaff has collaborated with Purpose Disruptors to expand its sustainability learning programme, ‘Change The Brief’, for the advertising industry. (Marketing Beat)
In response to Trump’s tariff announcement, senior industry leaders have discussed the impact on the UK ad industry and the future of marketing spend. (Campaign)
Emma Horton, Director of Impact at XR, has explained how advertising’s carbon footprint can be reduced through smarter creative workflows, including creative technology such as AdGreen. (New Digital Age)

Our pick of the ads:

Our Ad in the A is a campaign by McCann UK for the University of Derby and Stream2Sea sunscreen, highlighting a new certification: Reef Protection Factor, designed to address issues around chemical pollution of our oceans and ecosystems.
BBH London turns Weetabix’s iconic ‘Have You Had Yours’ line into a bold OOH campaign, with a series of posters depicting awkward text conversations.
Airwaves launches its ‘Ride The Airwaves’ campaign by T&Pm, highlighting the brand’s ability to deliver a motivating kick during flat moments throughout the day.
Kahlúa and Tony’s Chocolonely have teamed up to create a limited edition “Espresso Martony”, with a fun campaign designed by Wieden & Kennedy London.

Dates for the diary:

Registration closes today for the Future of Brands, Audio and Entertainment, taking place in London. Front Foot members can access a 30% discount code here.
The IPA is hosting an in-person Talent & Diversity Conference on 30 April, with the theme “Unity — moving everyone forward” and Channel 4 as sponsor partner. AA members who are not IPA Members can use the code UXHr6sgi for 25% off. AA members who are also IPA members use code BRIYO2Rr for 20% discount.
Don’t forget to enter the Marketing Week Awards before the standard deadline of 9 May. The awards include our Talent Trailblazer Award, which celebrates organisations and individuals opening the industry up to new talent.
Tickets are available for SXSW London, taking place 2-7 June in Shoreditch. Front Foot members can use the discount code here to get 25% off Platinum Passes and Conference Passes.

And finally… news of The AA Team’s latest 5-a-side football match, this time against the mighty PR & comms folk at Propeller who got in touch after learning about our victory against the ASA. My colleague and resident sports reporter, Alex d’Albertanson, provided a Pulitzer Prize contending all staff update about our latest match, and an edited version of the match report is as follows.

Match Report: The AA Team 20 – 10 Propeller

The first iPad, the Lost series finale, the creation of One Direction, Harry Potter and the Deathly Hallows Part 1… these were just some of the events that took place in 2010. And 20-10 was also the scoreline when The AA Team beat Propeller last week.

After a few early goals from star player Cam, disaster struck on his calf muscle, rendering him immobile and having to go in goal for the remainder. This could have led to the team buckling and folding like a deck of cards… but not this team, not that day, and they showed how passing and movement always (Ad) pays off.

Loan signing Antonio, affectionately called Tony TikTok by fans, bagged 7 goals, and so did GMSF (Goal Machine Striker Forward) Alex. The Mayor himself popped up with two fantastic long-range strikes, in what was a dream debut for Will. Konrad kept things tight and regulated at the back, not allowing their strikers any room to operate whatsoever. And Dan as ever was the engine of the team, not stopping running for the whole match, pitching in with goals and assists as well as big tackles in the centre of the park.

If any Ad Matters readers fancy taking on The AA Team, please get in touch!

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