Credos - Advertising's think tank

💡 The percentage of people who believe advertising drives positive change in society has increased by 10 percentage points in just three years: from 34% in 2021 to 44% in the first half of 2024. This week, Credos published our Social Contribution report, releasing some fresh research on UK Advertising's contribution to society, and highlighting some of the best work from the past couple of years. Find out more about our report here: https://lnkd.in/eAiSPj3C

💡 What does creativity mean in advertising? Creativity is one of the advertising industry's favourite subjects. Fresh off the back off a huge week at Cannes Lions International Festival of Creativity, we asked Paul Feldwick what creativity even means in advertising. Might we be getting it all wrong when it comes to creativity in advertising? To read the article, follow this link 👇 https://lnkd.in/eWERiRxt Advertising Association

Do politicians ever lie – sorry, mis-speak the truth? 🤔 With a July election now in everyone’s diaries, and with campaigns firmly underway, the political advertising season is about to begin in earnest. Do the public feel they can trust political advertising in the same way as commercial advertising? Read the full article here 👇 https://lnkd.in/g3anjn6G Advertising Association

📰 Hybrid Working in the Advertising Industry 💡 82% of those working fully remotely report sufficient flexibility to meet their family/personal needs. This is compared to just 70% of those spending four or five days per week in the office. However... 💡 80% of those spending fived days per week in the office feel that they belong in their company. This is compared to just 64% of those working fully remotely. To read the full report on advertising and hybrid working, click below: https://lnkd.in/eD22ZVyN

Responsible advertising is the key to responsible growth 📈 🌳 How can understanding advertising's effects on market growth and consumer prices inform the industry's approach to sustainability? Read the full article here 👇 https://lnkd.in/e_N8BC3k Advertising Association

💡 ‘Perspectives: a research-based guide for brand activism’: bit.ly/48sFUF1 Peeter Verlegh introduces the ‘Aligned Activism Model’ outlining the role of alignment between brand, issue and consumer. Credos’ takeaway ✍ Companies are increasingly being expected to take a stand, and lead on key political issues. Doing so is a great opportunity for companies to make meaningful change, but risks alienating some supporters and consumers. Taking a firm stance on a divisive issue, while particularly risky, is more likely to lead to consumers identifying strongly with a brand. Nike’s Colin Kaepernick campaign is one example of a campaign that led to especially strong reactions from those involved with the issue. Whether a company should speak out on an issue comes down, according to Verlegh, to whether the issue is aligned with the brand and its consumers. Only when consumers perceive activism to be coming from an authentic place do they respond positively to it.

A room🚻 filled with several hundred brand and agency folks was split🪓 in opinion when asked: “Does advertising grow💹 markets?” and “Does advertising increase📈 prices?” The vote for both questions was a near-on 50:50 split. The session was inspired by a collection of essays curated by industry think tank Credos Inc, which tried to answer the public’s most frequently googled🛜 questions about advertising📺. The big questions asked at the opening discussion at the AA (Advertising Association)'s #LEAD2024 event at the Queen Elizabeth II Centre earlier this month were answered by Bridget Angear, craig+bridget; Laurence Green, IPA (Institute of Practitioners in Advertising); Stephen Woodford, AA and Enyi Nwosu, Universal McCann. Read here: https://lnkd.in/e9QRxckx 📝: Conor Nichols #Aa #advertising #commercialcreativity #advertisingexcellence

Yesterday was a fantastic day at LEAD, including speaker from Credos' very own ABQs series. Laurence Green and Bridget Angear spoke alongside Enyi Nwosu about the impacts of advertising on consumer prices and market growth, while discussing the implications for responsible growth. Thank you to the brilliant Advertising Association team (Suzanne Costello (She/her), Phoebe Sallitt) who put the event together and brought so many incredible speakers into one place. To read Laurence and Bridget's articles, follow the link below 👇 https://lnkd.in/g8FmBGVf Photo credit: ©BronacMcNeill

Christmas Advertising: Festivity, Gifts and Responsibility 🎅 ❄ "Advertising is at its most powerful around Christmas – what do people think of Christmas ads and what responsibility does the industry have during the festive period?" Click below for the full article: https://lnkd.in/eG46tqr5 Advertising Association

Earlier this month, Credos' Dan Wilks gave a presentation on the drivers of trust in advertising at LEAD Scotland. These were the key points of his presentation: ✔ Enjoyment of advertising is the No. 1 driver of trust: let people enjoy your advertising. ✔Raise public awareness of the ASA - those who believe there is the right amount of industry regulation are more likely to trust advertising. ❌ Bombardment is the No. 1 driver of distrust and has increased in importance for the youngest in 2023. We need to think about how we can improve their experience.