Advertising Matters 20.11.20

HERE IT IS… OUR WINNING FESTIVE AD!

This week we have been conducting an internal poll to find out the Advertising Association’s favourite Christmas ads of 2020. There are so many fantastic ones out there this year, it was incredibly hard to choose from the list, but the votes are in!

Out top three ads are:

TK Maxx – Wieden & Kennedy
Amazon – Lucky Generals
John Lewis & Waitrose – adam&eveDDB

It was a close call with many of the other campaigns, but it you haven’t watched our favourites yet, go and check them out – they’re brilliant!

BE AN AD NET HERO WITH AD NET ZERO!

On Wednesday we launched Ad Net Zero UK advertising’s response to the climate emergency – at an online event attended by over 650 people! The initiative is a partnership with the IPA and ISBA and the launch also saw the publication of a dedicated report into our industry’s response to the Climate Emergency and how it can adapt the way it operates to meet the challenges we face in protecting our environment.

Ad Net Zero’s mission is for immediate, collective industry action to help achieve real net zero carbon emissions from the development, production and media placement of advertising by the end of 2030. The repot, produced with Credos, UK advertising’s think tank, estimates total UK agency operational C02e emissions to exceed 84,000 tonnes a year. It also recognises that concern over the climate emergency is shared across our industry by individuals and companies alike. Some 71% of people working in advertising are worried about the negative impacts of the industry on the environment; more want their agencies to take climate action. As such, the report sets out Ad Net Zero’s call-to-action through a 5-point plan.

Attendees at the launch event heard from speakers from the Advertising Association, Credos, Sky, Unilever and WPP. They presented new analysis of the carbon footprint produced by working practices of the UK advertising industry and discussed the steps we must take to reduce it, including how to join our new industry drive.

You can read the release on the launch here. It was covered widely in the media, including in Campaign, Marketing Week, Mediatel, Little Black Book and the ASA, and an op-ed by Keith Weed also appeared in Business Green. Everything you need to know about Ad Net Zero and how to get involved can be found on its dedicated hub here.

Ad Net Zero is the result of work by leaders in companies including Unilever, Sky, The Guardian, adam&eveDDB, APA, W&K, Credos, PPA, DMA, Iris, Adjust Your Set, The Marketing Society, The Marketing Academy and Mindshare. The Ad Net Zero brand was developed for the industry pro-bono by design studio, King Henry, part of adam&eveDDB. A huge thanks goes out to all involved – we couldn’t do it without you!

CHECK OUT OUR STELLAR LEADER LINE-UP FO RESET 2021!

Alongside the IPA and ISBA, we are delighted to announce the first confirmed speakers for our conference RESET, taking place online on 28 January 2021. The event will look at the UK’s social and economic recovery, how we deal with the repercussions of Covid-19 and how we can deliver on our mission to rebuild public trust in advertising.

The first confirmed speakers are Julia Goldin, Lego Group; Beth Rigby, Sky News; Peter Duffy, ISBA & Moneysupermarket; Karen Blackett OBE, WPP; Keith Weed, Advertising Association; Alessandra Bellini, Tesco PLC; Nigel Vaz, IPA & Publicis Sapient; Alex Mahon, Channel 4; and Steve Hatch, Facebook.

For more information on the event and how to book your place, head here.

HELPING STUDENTS UNDERSTAND THE DAMAGE OF PIRACY

The UK advertising industry’s education non-profit, Media Smart, in partnership with The Industry Trust for IP Awareness, the Motion Picture Association and the Intellectual Property Office, has launched a new school resource focused on IP.

The resource – “Piracy: What’s The Big Deal?” – turns the spotlight on film and TV piracy. It encourages 11-14 year olds to think first before illegally accessing content by introducing key concepts of copyright and copyright infringement and explore the risks to individuals, the associated impact on the creative industry, and wider links to organised crime.

The teaching materials include engaging film featuring influencer and actor Luke Franks and Sky One presenter Jacqueline Sheppard. Students will also be given the opportunity to create a short anti-piracy campaign as part of a competition. You can read more here.

THIS WEEK: UK ADVERTISING IN THE MEDIA

In our weekly series we are pulling together in one place, a selection of must-reads from across our industry media.

Check it out here.

AD OF THE WEEK

You’ve made it this far – why not treat yourself and watch our ad of the week?

Want the full edition to land in your inbox every Friday? Drop us an email on aa@adassoci.org.uk and quote ‘Ad Matters’.