As the latest research from Credos shows, creative excellence of advertising is the most significant driver of public trust in advertising.

The Works celebrates advertising campaigns that generate the most positive public response and share what marketers can learn from them. Each month focuses on a different media channel in rotation. By reaching out to our media owner members to gather ads, we have created a partnership unique to our industry to extend the ambition of our public trust plan.

With the help of Kantar, the study tests a selection of high-profile current ads with the public every month, to determine which are working best. Successful adverts have included Walkers’ CrispIN or CrispOUT TV campaign, and Tesco’s ‘Pop to Your Local’ national newspaper campaign.

The monthly articles from Marketing Week reveal the winners and an analysis of the campaigns, while providing a regular and informed reminder of just how advertising can drive positive responses from the public and fuel marketing success.

Our ambition is to help marketers create effective campaigns that receive a good public response, with the ultimate mission of improving public trust in advertising.

The partnership continues through 2022 with bigger and bolder ambitions. We want to put the public’s experience of advertising on every marketer’s agenda.

Want to see the latest ‘The Works’ winners? Head here to find out more.

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It covers the work of the ¹û¶³´«Ã½n on behalf of our members over the past twelve months. It also features thought leadership pieces from the likes of our new President, Alessandra Bellini, our Chair, Philippa Brown, Credos Chair, James Best, and each of the directors here at the ¹û¶³´«Ã½n.

This year’s Annual Review looks at how our industry is striving to build back better from the Covid-19 pandemic; our work to rebuild public trust in advertising; the All In Census and Action Plan to create a workplace where everyone belongs; Ad Net Zero and our response to the climate emergency; our Public Affairs work around key areas including HFSS; the drive to promote UK advertising to the world; Media Smart; and much more.

On the launch, our Chief Executive, Stephen Woodford, commented:

“In 2021 the UK advertising industry demonstrated its vitality once again with the world-leading rebound in ad investment. Rapid recovery did not distract from progress and deep member engagement with our programmes to make our industry more inclusive, sustainable and trusted. All of us at the AA are very proud of what we have achieved collectively with our members.”

Download your copy of the Annual Review via the box on the right hand side of this page. 

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