Impero has released its Rebranding Advertising report, which outlines the key things the advertising industry needs to change to stay future-fit and relevant for audiences, clients and talent of tomorrow.
The agency surveyed 1,500 UK consumers, 100 marketers and 100 advertising practitioners, then summarised its findings into three sections to focus on the opinions of consumers, marketers and talent.
The report found that among consumers, advertising has a bad reputation and a problem establishing trust with potential customers. Consumers did however reveal that they thought advertising added something useful to their lives - but only if the work was funny or great, as they thought this was the most valuable contributor to culture.
Almost half (43%) of consumers surveyed felt that advertising had changed for the better, with 42% thinking this was because advertising is more fun than it used to be. Of those who felt advertising was getting worse, 67% blamed a decline in the industry’s sense of humour.
Marketers, on the other hand, felt that the industry isn't adapting fast enough to the pressures put on marketers, which explains why most marketers require consultancy services to better understand data and technology.
The report revealed that small independents with creative ideas are currently excelling, as opposed to the multi-diciplined agency or agency network structure.
Within the talent section of the report, 62% had had interviewed outside of the industry within the past 12 months due to a lack of creativity.
Other problems by talents in adland included a lack of fair work culture, mental health issues and sexism, among others.