Fishburn Hedges

10.01.2011

The Advertising Association, the industry body for the commercial communications 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 broad economic, cultural and social benefits of marketing communications beyond solely promoting a brand, product or behaviour.

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 must rise to.

The two-year campaign will reach out to critics and help enable supporters to articulate the benefits the industry delivers.

Ian Barber, director of communications at the Advertising Association, said: “Fishburn Hedges showed they know our issues and helped develop a clear and simple strategy to address them.  They understand the complex range of audiences we need to build relationships with and they have the creativity to deliver across the board.”

Guy Corbet at Fishburn Hedges said: “Research shows that the less people understand about how advertising and marketing communications work the more suspicious they are of it.  We will help explain the role of advertising, how it operates and the value it delivers to the economy, culture and society through honest conversations with critics and friends alike.”

The campaign has been separately funded by all sides of the advertising industry, covering media owners, advertisers and advertising agencies.  Contributors include Barclays, Google, Microsoft, CBS Outdoor and BMB.