Two of AA’s top award – the Mackintosh Medal – awarded for first time
London, 6 May 2026: The Advertising Association (AA) celebrated its 100th anniversary at a Centenary Reception on May 6, bringing together 250 senior industry leaders in central London. At the event, Chief Executive Stephen Woodford delivered a keynote speech urging businesses and policymakers to see building trust as vital in strengthening advertising’s role as an essential engine for economic growth.
Stephen Woodford, Chief Executive, said: “Advertising must be recognised for its contribution to growth, rather than as a cost to cut or something to ban. Being trusted helps drive that growth and we must keep earning the trust placed in us by improving the advertising experience and being accountable for the responsibilities we have.”
His speech reflected on the AA’s ongoing mission to build public trust in advertising. The Advertising Association was founded in 1926 to address a crisis of trust caused by unregulated and sometimes fraudulent advertising. The AA also established the Advertising Standards Authority in the 1960s to deliver independent and robust regulation, a key driver of trust. The latest tracking research from Credos shows that public trust in advertising is at a 5-year high at 40%. However, other Credos research shows this trust is fragile and more must be done to maintain and grow this.
The industry has also seen the impact of revolutionary technology on advertising through the rapid adoption of AI. Despite concerns for jobs, creativity and trust, Woodford said he believes there is the opportunity to use AI to make advertising better for the public. He called on the industry to use these tools to increase the public’s enjoyment of advertising and to improve the media experience by reducing ad bombardment, and ensure that all advertising is ‘legal, decent, honest, and truthful’. Looking ahead, the AA also announced that a new Trust Action Plan will be launched at their Parliamentary Reception in July to help continue building public confidence in the industry.
Marking the centenary, Media Minister Ian Murray said, “I am delighted to congratulate the Advertising Association on its centenary. Over the last 100 years, the organisation has been instrumental in shaping the UK’s innovative and world-leading advertising landscape, a sector that is central to our Creative Industries Sector Plan.
“I wish the Advertising Association every success as it enters its second century, continuing to champion and promote the industry to ensure it thrives for the next 100 years.”
Centenary Honours: Two Mackintosh Medals Awarded
A major highlight of the event was the presentation of two Mackintosh Medals. Introduced in 1952 and named after the first recipient, Lord Mackintosh, the ‘Mac Medal’ recognises exceptional individual contributions to the industry and the work of the AA. To celebrate the AA’s 100th birthday, Andria Vidler, President of the Advertising Association, presented two medals for the first time in AA history.
The first Mac Medal was awarded to Kathryn Jacob OBE, who was recognised for her outstanding leadership across media businesses and her instrumental role in spearheading the All In programme on Talent and Inclusion, which is now the largest initiative of its kind in any UK industry.
The second Mac Medal was awarded to James Best CBE, who has been honoured for his deep strategic contributions to the business, his critical role within the ASA system, and for being a key architect of Ad Net Zero as well as the co-author, with Matt Bourn, of Trusted Advertising.
