ADVERTISING MATTERS 23.04.21

WORLD EARTH DAY 2021

Yesterday was World Earth Day 2021 and our industry showed its creativity and ambitions for tackling the climate emergency which was fantastic to see.

For anyone in our industry looking to understand more about what they can do, please check out Ad Net Zero – UK advertising’s drive to reduce the carbon impact of developing, producing and running UK advertising toreal net zero by end 2030, which includes a commitment to make practical changes in the way businesses are running their advertising operations. It includes a dedicated report free to every member of the UK advertising industry which has a simple check-list and action plan for you to make rapid change in your day-to-day business operations. You can find out how you can get involved and download the report here.

We are also a founding partner of AdGreen, an initiative to eliminate the negative environmental impacts of advertising production, and the team marked World Earth Day with an event in partnership with albert, called Mission: Zero. They worked through a production on its route to zero and highlighted the opportunities for departments to reduce their carbon footprint. AdGreen also offers regular training opportunities for anyone in the UK advertising production industry. It’s brilliant and you can find out more here.

REBUILDING PUBLIC TRUST

On Wednesday afternoon, our President, Keith Weed, spoke alongside Kerry Chilvers of Direct Line Group at Mediatel’s ‘The Future of Brands’ event on the topic of regaining public trust in advertising.

Keith spoke about our report – Improving the Public’s Advertising Experience – which was launched by the UK advertising industry’s Trust Working Group last year. It focuses on the advertiser’s role in the process and includes information on an Advertising Experience MOT for brands. If you are a member, you can download the report here. You can also find more of our work on Trust here.

Closing the session, Keith said: “I would like us to ensure we keep the spotlight on building trust for a little longer. We’ve made progress, but there’s more progress to be made.”

CHANNEL 4 DIVERSITY IN ADVERTISING AWARD WINNERS

Channel 4 has unveiled the winner of its annual Diversity in Advertising Award for 2020 – an EA Sports campaign created by adam&eveDDB!

The award’s 2020 theme focused on the authentic portrayal of UK black, Asian and minority ethnic cultures in advertising. EA Sports’ campaign, for Fifa, highlights the lack of British Asian representation in professional football and introduces some new Muslim role models in sport. The campaign has been awarded £1m worth of airtime for being the best campaign idea tackling diversity.

Congratulations to all involved! Read more and watch the campaign here.

GOVERNMENT SUPPORT MEASURES

Government has published guidance to support businesses returning to the office, which you can find here. However, BEIS has stressed to us that people should continue to work from home if possible.

The Government has also launched its £520m Help to Grow scheme to help small- and medium-sized businesses across the UK with training and software. You can find out more information and register here.

To receive our alerts about Government announcements and business support schemes, please contact Noa. You can also find more information on Government support schemes 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.

Click here to check it out!

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@adassoc.org.uk and quote ‘Ad Matters’.