Ad Matters 28.10.22

UK ADSPEND TO NEAR £10BN FOR CHRISTMAS & THE WORLD CUP

Yesterday, we released our latest AA/WARC report, showing the Q2 2022 adspend figures. The report shows advertising spend is projected to be near £10bn during the all-important Q4 World Cup and Christmas period, with the total UK advertising forecast to be £35bn for this year.

The figures also show an encouraging rise in UK adspend by 8.8% between April-June of this year, reaching a total of £8.6bn. In 2022 as a whole, the UK’s ad market is set to grow by 9.2%, to a total of £34.9bn – though this reflects a downgrade of 1.7pp from July’s forecast. High levels of inflation and squeezed margins are the likely cause of this change, as UK businesses deal with supply chain inflation and the subsequent rise in the cost-of-living.

These results show the value that advertising brings to the economy and we will continue to monitor adspend, providing guidance for our industry and policy-makers within the new UK government.

You can check out the full breakdowns for Q2 2022 adspend as well as forecasts for the end of the year and 2023 here.

A NEW PM

Earlier this week saw the appointment of Rishi Sunak as Prime Minister. Following the news, our Public Affairs Director issued this statement. We look forward to working with the new PM and his Cabinet, including Michelle Donelan who remains Culture Secretary, to represent the interests of the advertising industry.

IAB UK’S GOLD STANDARD IS LEAD’S PLATINUM PARTNER

We are delighted to announce that IAB UK Gold Standard will be a platinum partner for LEAD, our industry’s summit in partnership with the IPA and ISBA, taking place on January 25.

LEAD 2023 will address how the advertising industry, working together across brands, agencies, media and tech companies, can best showcase our industry as a force for growth and tackle the many challenges facing us.

IAB UK first launched its Gold Standard in 2017 drawing together existing industry initiatives with core aims. In its latest edition, Gold Standard 2.1 aims to: reduce ad fraud, uphold brand safety, improve the experience, help compliance with GDPR and ePrivacy law and to strengthen supply chain transparency.

On the news of the partnership, Jon Mew, CEO, IAB UK said: “Whether sell-side or buy-side, we all have a responsibility to make our industry stronger and this is why aligning the Gold Standard with LEAD – where decision makers from across the ad industry come together to look to the future – makes so much sense. By getting behind the Gold Standard and embracing the power each of us have to drive positive change, we can deliver more.”

To read the full announcement on the partnership head here. And don’t forget to book your tickets for LEAD here.

A NEW ASA AD CAMPAIGN? OOH YES!

The ASA’s ad campaign is back, and this time UK-wide! This week has seen the exciting rollout of our regulator’s consumer-facing campaign – designed to build the public’s awareness, confidence and trust in advertising and its self-regulatory system.

Featuring well-known icons from Churchill, Marmite, Tesco, IRN-BRU and Lloyds, the campaign has been developed in partnership with our Trust Working Group, with creative from The Leith Agency and media planning by MediaCom London.

This is the biggest-ever awareness campaign of our industry’s regulator – which marks its 60^th anniversary this year – and it will raise the ASA’s profile, reminding public and businesses alike that there’s a body to maintain standards and step in when needed.

On the campaign launch, our CEO, Stephen Woodford, said: “Rebuilding public trust in advertising is a critical mission for our industry. Huge thanks go to all our media owners who have given brilliant support to this as well as the brands providing well-known campaigns and icons that the public love and respond warmly to.”

Head here to read the full story.

ARE YOU ALL IN? OUR HOW-TO SESSIONS RETURN

Our third phase of All In How-To sessions will return at 9am on November 2, starting with a virtual session focused on implementing Action 7: Mental Health. We are pleased to welcome two fantastic speakers, with Channel 4’s Chief Marketing Officer, Zaid Al-Qassab and NABS CEO, Sue Todd joining us.

The session will cover how we can help those in our industry who live with mental health issues, as part of our wider All In Action Plan, to build a workplace where everyone feels they belong.

This will be the first of three new How-To sessions, followed by Action 8: LGBTQ + Talent on November 16 and Action 9: Physical Disability on November 30.

International Trade Week 2022 will take place from October 31 to November 4 with roadshows all over the UK. We are delighted that our UK Advertising Exports Group will be participating in three of these roadshows, all aimed at helping businesses, large and small maximise their global growth potential.

Make sure to reserve your space to watch the session here. And if you’d like to catch up on our previous How-To sessions on Actions 1-6, click here.

MULLENLOWE’S CAMPAIGN TO INSPIRE NEW NURSES

This week, our Front Foot member MullenLowe Group UK has launched a new campaign We Are Life-Changing Careers designed to drive nurse recruitment for NHS England. The multi-channel campaign highlights the human side of nursing, demonstrating the impact nurses can have on their individual patients, and how their work directly improves the lives of other people.

It follows a five-year collaboration between MLG and the NHS, and during this time, the NHS has seen the number of nursing applications increase from 85,000 in 2019 to 117,000 in 2022.

Head here to check out the campaign video.

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? 

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