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At ISBA’s Annual Conference which took place yesterday, we launched a brand new paper alongside our Trust Working Group – Improving The Public’s Advertising Experience. We know from research by Credos that advertising’s top driver of public negativity is bombardment, excessive frequency and retargeting and so the report includes a five-point action plan that advertisers are being urged to take.
This was not the only thing to launch at the conference, with ISBA also launching a new Advertising Experience MOT for every advertiser seeking to secure greater value and efficiency as a result of improving the public’s experience of their campaigns. It is a verified test of a company’s/brand’s approach to safeguarding the consumer, avoiding advertising bombardment and wasted investment.
Read more and download the report on our website here. It was also covered in Campaign, Mediatel and Decision Marketing.
On Tuesday morning we hosted a breakfast event for our Front Foot members at VMLY&R’s offices, which focused on UK advertising’s social contribution in light of our recent report – Advertising Pays 8.
The morning was kicked off by our Front Foot Chair Mark Evans, Managing Director for Marketing and Digital at Direct Line Group, before Karen Boswell spoke about VMLY&R’s involvement in Advertising Pays 8 and our very own Karen Fraser MBE, Director of Credos, gave a presentation on the report and an overview of the research.
Following these talks, attendees were given a task to complete in groups – to discuss three things that we can do as an industry to improve our overall positive contribution to society and to think of a five-point action plan for the advertising industry to respond to the challenges of climate change and sustainability. The answers are being collated and will be fed into the appropriate working groups. Read more and take a look at some of the pictures from the morning here.
It would be wrong to go without pancakes on Pancake Day, so on Tuesday we tucked into some delicious pancakes with all sorts of yummy toppings. We hope you got to enjoy some treats too!
Following the launch of our Advertising Pays 8 report at LEAD 2020, we’ve launched a dedicated hub to highlight the best UK advertising campaigns that have made a positive contribution to society.
This week, find out more about This Girl Can by FCB Inferno for Sport England and DCMS, and watch the ad 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@adassoc.org.uk and quote ‘Ad Matters’.
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