I write this week’s edition just before Team AA plays Traitors in our boardroom – the latest activity organised by our social committee. It will be followed by a live screening of the latest episode of Celebrity Traitors. We’ll be there with pizza and drinks to watch the latest victim fail the ’trust’ test in the eyes of fellow players.
I find it ironic just how successful this TV series is at this point in the 21st Century – who we can (or cannot) trust is box office gold, and it’s no surprise that we place increasing importance on making sure that the work of our industry can be trusted. We know from the Credos data that trust in adverts is rising, but the challenges to protect and build this trust level are many.
This is why it was so heartening to hear the progress being made by asbof, the organisation responsible for the fund-raising that supports the ASA, our self-regulatory body, at a breakfast event this week, along with the commitment of support from ISBA. More to come on this critical issue for our industry, now and future.
And I’ll reveal next week who the ‘Traitors’ were among us, and who emerges victorious. Will the most trusted person here at the AA be a Faithful?!
Our pick of the ads:
- Our Ad in the A is ‘Menopause Monopoly’ from Saatchi & Saatchi in partnership with OMD UK and Channel 4 for Aviva. The campaign aims to encourage more open conversations around menopause to challenge stigma and lack of awareness.
- VCCP has created ‘Stay Just Where You Are’, a new global brand platform for Just Eat built around the idea that when you’re in a moment that gives you joy, you don’t want to leave it.
- WPP created a 30-second video for BT’s new brand platform ‘Behind Brilliant Things’, promoting their new partnership with ITV that sees the brand woven into Coronation Street and Emmerdale over the next year.
- McCann Birmingham and Ryobi have teamed up to create ‘Taking care of Staines’, a campaign that shows the household tool and appliance brand’s spot cleaner ‘standing as a candidate’ at the Spelthorne local elections.
Our must-reads:
- The IPA Bellwether has revealed rising marketing budget and growth in main media advertising in Q3 2026 surged to a nine-year high (Campaign).
- Sharon Lloyd Barnes, our Inclusion Lead and Commercial Director, has explained why we are creating the Future Leaders network, which will take place as an event after LEAD 2027 (Media Leader).
- Tesco Media will be introducing influencer content into its retail media offering (Marketing Week).
- ITV’s GenAI Ads Manager has drawn 16 new-to-TV advertisers in its debut year (Media Leader).
Dates for your diary:
- The Future of Media London returns to Kings Place on 3-4 November, bringing together more than 1,000 senior industry leaders. Under this year’s theme, ‘Media Means Business’, attendees will explore AI, media effectiveness, growth and investment. AA members can use code AA_FOML2620 for 20% off.
- The Marketing Society is hosting The Global Changemakers Conference on 11 November at the QEII Conference Centre in London, bringing together 500+ senior marketers to discuss this year’s theme: Ambition. Find out more here.
- Our flagship summit, LEAD, will return to the QEII Centre in Westminster on the morning of 28 January 2027. Buy tickets here.
And finally…Team AA (with the help of ISBA and the IPA) finished a respectable 4th in the The Ivy’s 80s music quiz earlier this week. The mighty Pat Sharp (woop woop) of Fun House and Capital Radio fame was our Team Captain and he regaled us with stories about Princess Diana, the Beckhams and how he was the first DJ / TV presenter to play Aha’s iconic ’Take On Me’ video. Pat also shared a tip that if you’re looking for a banging night out, look no further than when he headlines the 80s Weekender at Butlins Skegness. See you there?
