Ad Matters: Cultural Shift

It’s been a fascinating few days since I last penned Ad Matters. Our comms team visited the National Portrait Gallery to see the exhibition, Culture Shift, about legendary magazine, The Face. I can highly recommend it for any of you reading this who might be interested in music, fashion, media, tech, and design.

Plus, we were lucky enough to be joined in the office this week by Konrad from research agency, Craft, who took the whole team through their latest research on Gen Z (much of which has been for our member, Channel 4). It’s fair to say we are living in dynamic times! Guess that’s why it’s so interesting working in advertising, one of the most vibrant creative sectors, as we try and piece everything together about how and where our industry can make a useful, positive contribution to the UK.

Our must-reads:

• The Government has re-affirmed its view that brand advertising should be exempt from the incoming less healthy food restrictions, as uncertainty over the draft guidance continues. (Marketing Week)

• Credos’ new addition to its ‘Advertising’s Big Questions’ series asks “Is advertising bad for the planet?”. Ben Essen outlines the industry’s responsibility as well as highlighting how we can make a positive difference. (Credos)

• Kantar provides commentary on marketing strategies to navigate the tariff turmoil. (The Drum)

• When it comes to accessibility, every campaign counts: McCann’s Bertille Calinaud discusses the importance of the Ad Accessibility Taskforce. (LBB)

• Royal Mail unveils a solar-powered “postbox of the future” as they adapt to the boom in second-hand selling. (The Guardian)

Our pick of the ads:

• Our Ad in the A is adam&eveDDB’s ‘Cats Will Do Anything’ campaign for DREAMIES, celebrating the creative and cunning lengths cats will go to obtain delicious treats.

• VML UK’s ‘DIY by IKEA’ campaign shows how their furniture can offer cost-effective approaches to common household imperfections whilst adding stylish design features.

• ‘Molecules of fun’ by BBH London for Chupa Chups lollipops takes a creative twist on molecular models, using lollipops to symbolise different atoms.

• And the London tube makes a special appearance in Global’s ‘Get Naked, Get Going’ for Naked Smoothies to offer commuters a natural boost of energy.

Dates for the diary: 

• Don’t forget to enter the Marketing Week Awards 2025! This includes our Talent Trailblazer Award which celebrates organisations and individuals opening the industry up to new talent.

• We’ll be heading to Manchester on 14 May for LEAD North where we’ll be unveiling our new Advertising Pays 2025 report. Grab the last few tickets here.

• Tickets are now available for SXSW London, taking place 2-7 June in Shoreditch. Front Foot members can use the code AA25 to get 25% off Platinum Passes and Conference Passes.

And finally I was humbled to see Kogan Page has entered our Sustainable Advertising book into the Business Book Awards 2025 – it has been shortlisted in the Change & Sustainability category! Check out the rest of the shortlist here.