The Advertising Association (AA) is to set to launch a campaign promoting the benefits of advertising north of the border, as new research reveals parliamentary favorability for the sector is at its lowest among SNP MPs.
Positive political sentiment towards advertising is ‘positive’ in Westminster according to the AA, having risen from 48% in 2012 to 60% in in 2016. However, this figure still rests at just 18% among SNP MPs.
The AA has also highlighted the near-majority government’s interventionist attitude to advertising, particularly around public health issues such as alcohol consumption.
However, the industry body believes this low opinion on the industry can be improved through conversation and campaigning.
“Early signs in Scotland are that we face much the same challenge as we have been fixing south of the border in recent years,” said Ian Barber, director of communications at the AA. “There is very little understanding of the contribution that advertising makes to competition, innovation, the digital economy and to a plural, diverse media. And its impact on job creation is under-estimated.
“Our aim is to develop a better understanding between the Scottish Government, to improve appreciation of the role and effectiveness of advertising self-regulation and to ensure that debate around, for example, the banning of alcohol advertising, are better balanced.”
To start the conversation the association will launch a creative campaign dubbed ‘That's nae bad from an ad’. Devised by Brian Coane at The Leith Agency, it will run across print, out of home, digital and social and encourage the wider Scottish public to get behind the advertising industry.
‘That's nae bad from an ad’ will launch in June following the general election.
The AA has also appointed Lauren Spaven-Donn as public affairs manager for Scotland in order to co-ordinate the industry’s engagement in Holyrood. Previously a senior policy for the Scottish Government, she will be tasked with bringing together politicians and creatives through a series of meetings and events.
Brands including Heineken, Diageo, MediaCom, Story, Maxus and STV have also pledged their support for the initiative.