Siobhan at Advertising Association’s Front Foot

I was asked by the Advertising Association to be on the panel for the Front Foot Breakfast in the breath-taking surroundings of the 17th floor of News UK’s HQ in London Bridge this morning. The event was attended by agency and client leaders and other media owners.

Chairing the discussion on the theme of future growth on the back of today’s 2017 WARC figures was Assistant Business Editor of The Times, Graham Ruddick, and fellow panel members were James Murphy CEO of Adam + Eve DDB and Catherine O’Neill an Analyst from Citi.

Annual % change in UK advertising expenditure by medium, 2017 (WARC)

Radio was given a special mention for a second consecutive year of record growth revealed in the 2017 WARC advertising figures (released today), attributed at least in part to the strong trust that listeners have in radio brands. On the subject of future growth, James Murphy emphasised the importance of Britain being able to continue as a global creative hub, with all the implication that brings regarding flexible work forces and immigration policy. On the domestic front, I explained the AA’s regional strategy which I am leading to boost productivity outside London by working with the 56% of small businesses which don’t currently use any form of advertising. Plans are far advanced to pilot the strategy in Scotland and the West Midlands. The ultimate goal is to present a body of firm data to Government on the potential of the ad industry to help boost regional growth. How much stronger might that be if Government agreed to introduce incentives to turbocharge the AA’s efforts? A win/win not only for UK plc but also as a way to close the gap between London and everywhere else.