Ad Matters 19.11.2021

BECOME AN ‘ALL IN CHAMPION’

This week, All In – UK advertising’s drive to build a workplace where everyone feels they belong – announced that it will award ‘All In Champion’ status in summer 2022 to firms that have improved the representation and experience of groups focused on the All In action plan. The first three actions cover Black, Disabled and Working-class Talent. These follow the All In Census which took place back in March, where 16,000 professionals from across the industry were surveyed in order to provide insights on representation and set a
benchmark for progress.

A further six actions will be added in 2022, formed by our Inclusion Working Group, in collaboration with a cohort of industry pressure groups including NABS, 40 Over Forty and Media for All.

To aid companies in making tangible action and increasing inclusion within our industry, the All In Hub, a depository for resources to help employers build an inclusive workplace, has continued to develop with over 100 initiatives now available for companies to easily access.

Our very own Sharon Lloyd Barnes, Commercial Director and Inclusion Lead, said: “We have had a tremendously positive reaction from the industry to All In. Many leaders are determined we make good on our promise to build back better when it comes to inclusion.”

This was covered in titles such as The Drum, Mediatel News, Campaign, Little Black Book and Politics Home.

This positive and inspirational attitude was shown at this morning’s All In session, which focused on Action 3, aiming to improve the experience and representation of talent from working class backgrounds. This looked at the launch of the new Social Mobility Commission’s toolkit for the creative industries and how anyone can adopt this framework in their business.

We’re looking forward to the next session, on 25 November, that will look at auditing your website and making it accessible for all. We hope that many of you will be joining us!

If you have any questions, please get in touch.

UK HOUSE IN BANGLADESH

On Wednesday, the UK and Bangladesh’s advertising industries came together to meet and share ideas at UK House.

This event is part of UK House on tour. Bangladesh is a fast-growing market. Prior to Covid, GDP growth in 2019 was +8%, making it the biggest in the Asia-Pacific region – more than India and China. Despite Covid, IMF/WB now predict growth of +5-6% this year.

First up, Khalid Gaffar, Creative Lead, DIT British High Commission, talked us
through doing business in Bangladesh. Then, Tanzeen Ferdous, Marketing Director, Unilever Bangladesh, presented a client perspective, diving into what works and what doesn’t.

Sharif Islam, Managing Director, Bangladesh Brand Forum, followed and presented an overview of the advertising industry in Bangladesh, current market characteristics and future trends to be aware of. After this, Farooq Shams of Asiatic Marketing Communications presented the company credentials and Ferdous Hasan Neville, Managing Director, expressed his interest in looking for partnership with British brands and explained the benefits of partnering with Bangladesh.

All sessions will be available via our UK advertising YouTube channel. If you wish to find out more about UK House or our global showcasing opportunities contact Aisling Conlon, International Trade Director.

‘TRUST THE MESSENGER, TRUST THE MESSAGE’

How does advertising’s self-regulatory system drive trust and maintain a vibrant UK advertising market? On Wednesday morning, we held an event alongside ASBOF, the body which funds the ASA, to debate and explore the idea that regulation can liberate the content that it controls.

Adam Morgan, co-author of ‘A Beautiful Constraint’, explored the need to reframe the negative language around ‘constraints’, arguing that boundaries and regulation are a stimulus to do better and are in fact vital to successful innovation.

Chaired by McCann UK President Mark Lund OBE, also chair of ASBOF, the event reminded us of the ASA’s highly successful awareness test campaign in Scotland, outlined by AA CEO Stephen Woodford and CEO of the ASA, Guy Parker.

Those who saw the ASA’s campaign were a third more likely to trust the ASA than those who didn’t; ultimately public trust in advertising can be supported by increasing awareness of our regulatory bodies.

With the legitimate online advertising landscape challenged by scam ads, the importance of developing innovative models and detectors to help tackle the ever-changing landscape of regulating online adverts is critical, added Parker.

The session also heard from TikTok’s Director of UK Government Relations Elizabeth Kanter who outlined the work of the platform in raising awareness of the ASA’s rules through creative and informative videos from TikTok creators. Additionally, advertising’s educational literacy programme Media Smart has been working with TikTok to produce ad resources for teens in schools.

You can rewatch the event on our YouTube channel.

NEW JOB OPPORTUNITIES

Our Communications and Events team are looking for a self-motivated and eager-to-learn Events Intern with excellent organisation and communication skills to support all aspects of our event work and strategy.

To apply, please submit a one-sided copy of your CV with a one-sided cover letter to AA@adassoc.org.uk by 5pm Monday 29th November!

AdGreen is seeking a pro-active and highly organised Digital Comms & Events Manager to help communicate AdGreen’s strategy and work strands to their varied audiences via digital channels and events.

To apply, read the full job description and email your CV and covering letter
to info@weareadgreen.org with AdGreen Digital Comms & Events Manager in the subject box. Join the lovely AdGreen team and send your application by 28 November!

AD OF THE WEEK

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