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 and brands on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

A A A

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 – Mars Petcare Schmackos

/ February 28th 2021
Exports and International Trade

adam&eveDDB began its partnership with Mars Petcare Schmackos in Australia in 2018 and has built a powerful working relationship, which transcends time zone and distance.

Immersed in all aspects of the Mars business philosophy, the relationship has grown from its social foundations to one which spans consumer behaviour, and creative insight, to new product development.

Nowhere is this partnership more strongly showcased than when adam&eveDDB was tasked with bringing back the mojo to Schmackos dog treats. Appreciating the latent love all Australians have for the brand, it tapped into this nostalgia and took the brand back to its advertising roots by reviving the iconic “Dogs Go Wacko For Schmackos” jingle. The new brand campaign also returned the much-loved characters, Dorothy and her beloved pooch Roger, as stars of the show.

The campaign spanned integrated channels, amusing and engaging consumers all the way to purchase. Notwithstanding the competition, the brand stood out for its demonstration of the irresistibility of the product, resulting in the strongest sales period seen for a decade.

The brand campaign will continue to scale and span fame-driving online promotional and experiential activity, ensuring Australian dogs will be going Wacko for Schmackos for years to come.

 

Related Articles View More