The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. We represent UK advertisers, agencies, media owners and tech companies on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.


The Advertising Association focuses on major industry and policy areas that have huge ramifications on UK advertising. This section contains our work around Brexit, HFSS and gambling advertising, data and e-privacy, trust, the digital charter and our Industrial Strategy campaigns.

Credos is the advertising industry’s independent think tank. It produces research, evidence and reports into the impact and effectiveness of and public and political response to advertising on behalf of UK advertisers in order to enable the industry to make informed decisions.

Front Foot is our industry’s member network of over 50 businesses across UK advertising. It aims to promote the role of responsible advertising and its value to people, society and the economy through a coalition of senior leaders from advertisers, agencies and media owners.

We run a number of events throughout the year, from our annual LEAD summit to the Media Business Course and regular breakfast briefings for our members. We are also the official UK representative for the world’s biggest festival of creativity – Cannes Lions.

Made Global Case Study – Exel Composites

/ February 28th 2021
Exports and International Trade

Exel Composites is a multinational technology company headquartered in Finland that designs and manufactures composite solutions for industrial applications. Suffering from low brand awareness in the composites space, but with the aim of becoming the global category leader, Exel appointed Agency Inc in London in the Autumn of 2019.

Agency Inc’s strategy team quickly established a common trait and mindset which connected Exel’s innovative team to their manufacturing customers – the curiosity and ability to solve complex problems, of never settling for the status quo. This was the basis on which the company had thrived and grown.

Agency Inc developed a new brand positioning and identity ‘for forward thinkers’ which was launched at the very start of 2020. In the face of the pandemic which quickly evolved in the following months, Exel’s senior leadership team held their nerve, stuck to the plan, and continued to invest in brand marketing. 

As a consequence, Agency Inc continued to build an extensive new website which launched in the summer of 2020, followed by a sustained content marketing and engagement programme delivered through digital and social channels.

The result? Operating profits increased 135% year on year to December 2020. 


Related Articles View More