LONDON—The Advertising Association, the industry body for the ad industry, has appointed Fishburn Hedges to help launch and deliver its Advertising Matters campaign. The campaign will be aimed at politicians, opinion formers, the industry and consumers to help show the economic, cultural and social benefits of marketing communications beyond promoting a brand, product or behavior.
Work will include helping establish Credos, a new industry-funded think tank, as an authoritative voice delivering objective analysis of the industry’s contribution and the challenges it faces. The two-year campaign will reach out to critics and help enable supporters to articulate the benefits the industry delivers.
Says Ian Barber, director of communications at the Advertising Association: “Fishburn Hedges showed it knows our issues and helped develop a clear and simple strategy to address them. It understands the complex range of audiences we need to build relationships with and they have the creativity to deliver across the board.”
The campaign has been separately funded by various players in the advertising industry, inciding media owners, advertising agencies and advertisers such as Barclays, Google, and Microsoft.