Ad Matters 31.01.2025

We held our first Reputation Group meeting of the year yesterday, a gathering of close to 40 communications professionals from across our membership, all of whom shared an interest in the reputation of our work, our profession, and our industry. From a personal point-of-view, it was lovely to see so many people in the meeting (and joining us on screen) after a bumpy start to 2025, owing to an unexpected bout of pneumonia over the Christmas break. On that point, I’m getting better and the NHS is amazing!

At the Reputation Group, everyone shared their views on the reputational risks and opportunities for the year ahead; it’s clear there is a set of complex issues for our industry to work through. As always, we will do this best when we work together on industry solutions that hold ourselves to the standards of responsible advertising – trusted, inclusive and sustainable – delivering work that benefits the people and businesses of the UK. It’s LEAD next week where I’m sure we will see this in action as the industry gathers to discuss the issues that matter most to us all. I hope to see you there.

Our must-reads:

• Our AA/WARC Expenditure Report shares news that UK adspend rose by 9.7% to hit £10.6bn in Q3 2024. (Campaign)
• The Ad Accessibility Alliance, led by ISBA, is bridging the accessibility gap with its new resource hub. (Marketing Week)
• Our member, IAB UK, has expanded the criteria for its Gold Standard to include retail media and CTV for the first time. (IAB)
• Give Me Cosmetics’ TikTok ad ranks in the top 15% of UK digital ads for enjoyment, according to our latest “The Works” edition with Kantar. (Marketing Week)
• How can adland champion inclusion in 2025? Our inclusion lead Sharon Lloyd Barnes points to the All In Census, on March 12, as one big positive action our industry can take. (Campaign)
• As Chinese New Year is celebrated this week, our UK Advertising Exports Group reflected on last year’s Brand Business Forum and why the UK matters to Chinese Brands. (LBB)

 Our pick of the ads:

• Our Ad in the A is “Missed Birthdays” by Adam & Eve/DBB for CALM, raising awareness about youth suicide and its heartbreaking impact.
• Dept highlights the environmental benefits of train journeys with its humorous celebration of “glorious round things” for Trainline.
• For the cat lovers amongst us, AMV BBDO in partnership with Weber Shandwick and EssenceMediacom unveils its “Purradise” for WHISKAS.
• Leo Burnett’s “OG” out of home ad for Kellogg’s prioritises simplicity with Cornelius the cockerel centre stage.
• Saatchi & Saatchi playfully portray a couple redecorating their bathroom as “The football managers” for Victorian Plumbing, featuring Peter Crouch as commentator.

Dates for your diary:

• One week to go until LEAD! Our industry summit, focusing on growth and value, will gather over 400 attendees at the QEII Centre on February 6. Final tickets left here.
• CAP is running a series of Virtual Advice sessions, the first on Responsible Gambling Advertising taking place on February 11. Early Bird Discount available here.
• as UK Reps for Cannes Lions International Festival of Creativity, we’re excited to be running six UK Young Lions competitions (Design, Digital, Film, Marketers, Media and Print) to find 12 young people to take part in the Global Young Lions Competitions in Cannes. Head here to find and more and submit your registration by February 27!

And finally, a shout-out to the team at Scope 3 who sponsored a special performance of Kyoto for the advertising community in London this week. Ad Net Zero was proud to be a supporting partner and the play was a thrilling political drama, one I can highly recommend. As one of the co-writers said in the Q&A session afterwards, they chose to dramatize the achievement at Kyoto in 1997 because it was a positive demonstration of what can be achieved when people come together to find a collective solution. It is exactly this spirit that I hope we carry with us through the year ahead.