New comms routes must be adopted by COI and Government says Advertising Association
Government must find new ways to communicate social messaging, says the Advertising Association.
The Advertising Association has told the Government it must find a new way of communicating its social messages following the cut in budgets to marketing spend in response to the review by the Cabinet Office of Government direct communications and the role of the COI.
The Association also highlighted the industry’s concern over the adoption of a US-styled advertising council model, believing that it could limit collaboration between Government and industry in developing public communications.
Tim Lefroy, chief executive of the Advertising Association, said: “The UK is world class in using communications to support policy implementation. Communicate less and you collect less tax; spend more money; recruit the wrong teachers, nurses and soldiers. This industry is a massive donor to good causes and adds further value through partnerships such as Change4Life. It shouldn’t risk those commitments to plug gaps where taxpayer investment is justified.”
In response to the Government's widespread public sector budget cuts, the COI is to reduce its staff numbers by 40 per cent, while also placing a freeze over all 'non-essential' advertising.