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.

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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 – Unilever

/ February 28th 2021
Exports and International Trade

ICP has been a key operational partner for Unilever since 2013. As custodians of the single source of truth for Unilever’s global assets, ICP ensures the re-use and repurposing of content through user support and quality assurance to drive better brand consistency and communication quality at lower cost, across all brands, channels and geographies. 

Unilever benefits from company-wide standards for ways of working, quality control of assets, compliance across creative production and consulting solutions. This also covers Digital Asset Management (DAM) integration with their eCommerce content ecosystem, brand content publishing systems and other initiatives across a range of technologies preparing for the massive swing to online sales globally. 

Over the last year ICP was commissioned to co-ordinate and support the strategy and implementation of Unilever’s DAM upgrade. ICP worked with Unilever to support the vendor selection process and then core components of the implementation: defining workflows, process, data modelling, UI-UX, systems testing, and on-boarding. ICP led the internal communications strategy & execution throughout the implementation phase to keep users engaged and abreast with latest information on the upgrade.

This resulted in the migration and organisation of 780,000+ assets, asset management feature & process improvements, a successful User Acceptance Training, the rebuild of asset type taxonomy, re-training of 2,000+ users across all brands and divisions, and 20 user guides and documents to reflect the new platform and branding.

 

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