Ad Matters 01.10.21

The new tool will enable advertising agencies, production companies and production service companies to collaboratively measure the carbon impact of their projects and identify the highest carbon producing activities. Users will be able to enter information in 4 key areas that relate to a production and therefore be able to build up an all-important picture of the carbon impact of their production.

AdGreen’s carbon calculator is a vital building block in the Ad Net Zero action plan and its mission to reach net zero by end 2030. We must collectively do as much as we can to reduce the carbon emissions involved in ad production and measuring its impact is a great place to start. Huge congratulations goes to the fab AdGreen team and all involved in the building and launch of this!

You can read the announcement in full here. Find out more about the calculator and how to sign up here. The launch was also covered widely in the media in titles such as Campaign, The Drum, Mediatel, and many more.

UK HOUSE IN NIGERIA

Earlier this week our UK Advertising Exports Group (UKAEG) hosted its first #TradeTuesday event as part of a global tour through its virtual venue UK House.

The first stop on the tour was Nigeria – Nigeria’s economy has become the largest in the continent and its creative industries are growing fast. The event featured 90 minutes of high-quality discussion and presentations by leaders and innovators from both the UK and Nigeria advertising industries. This was followed by networking, which allowed UKAEG companies to meet potential new business partners, and attendees were also able to view this year’s UK Cannes Lions winners and agency showcase.

We were delighted to see over 95 UK and Nigerian advertising companies come together to meet, share ideas and network. A huge thanks goes to all of the speakers and attendees – what a fantastic session to kick off the tour!

You can read a full write-up of UK House at Nigeria here. You can also read more about UK House from our very own Aisling Conlon, UKAEG Marketing Manager, via Little Black Book here. We hope to see you at the next stop, UK House at UAE, on Oct 19th.

LAST SEATS REMAINING!

There are only a few seats left at the Curzon Soho for The Trust Summit on Wednesday morning, so if you haven’t had a chance to book yours yet, make sure you do now before it’s too late!

At the Summit, we will reveal the latest data and results of brand new research from Credos, UK advertising’s think tank, on public trust and favourability towards advertising, and hear contributions from a fantastic roster of speakers. Attendees will learn about the progress that our Trust Working Group has made on its Trust Action Plan and the next steps for system change in the industry as we tackle the decline of trust in advertising.

We are looking forward to seeing many of you in-person once again! You can check out the line-up and full agenda here. Book your ticket here.

NATIONAL INCLUSION WEEK

We are delighted to shine a spotlight on National Inclusion Week this week. We champion better inclusion every day with our All In initiative, which includes an action plan for our industry to achieve greater inclusivity (you can learn more and download a dedicated report on this here).

We have also seen the fantastic work of law firm, Irwin Mitchell, and agency, Merkle B2B, who created the first ad campaign that used a production team dominated by differently-abled people. To name just a few, the ad was produced by blind photographer Ian Trehern, wheelchair user, Owen Tooth, who was the film’s director, and musician Derek Paravicin, who is blind and autisic, was on the piano. You can read more here and watch a behind-the-scenes film of the production here.

Sharon Lloyd Barnes, our Commercial Director and Inclusion Lead, commented: “This campaign for Irwin Mitchell absolutely embodies our industry goal to improve the experience and representation of many people in the UK advertising workforce. As a leading creative sector that seeks to reflect the society we serve, we know that our work will be even more authentic and impactful if it has diverse teams behind it – in every function from the idea to production to even buying and placing the advertising. Disability is one of the first areas of focus in our All In Action Plan and this is a powerful example of what we can achieve when we challenge stigma and barriers. Bravo Irwin Mitchell and Merkle for leading the way!”

THE FUTURE OF MEDIA

Mediatel will be hosting their Future of Media event on 27 & 28 October and we are excited to be one of the media partners!

The team have been working closely behind the scenes with a select group of 20 industry leaders to curate a unique and business-critical agenda for the Future of Media. The event will focus on eight key themes to take stock of how we move forward as an industry and to not just offer insight, but to make sure attendees walk away with learnings that they will be able to immediately implement. Conversations will spark debate, provoke a better way of thinking and deliver positive change.

As part of our partnership, we are delighted to offer our Ad Matters readers some very special discount codes that will enable you to book tickets at the early bird price! You can find them below:

One Day Pass – 200OFF-4VGX5

Both Days Pass – 300OFF-YWULG

Group Pass – 1000OFF-MJ5HH

Read more about the event and book your tickets 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’.