Advertising at a Crossroads: Can the Industry Save Itself?

The quotAdvertising Who Caresquot AWC initiative spearheaded by Brian Jacobs and Nick Manning highlights the pressing challenges and transformative opportunities within the global advertising industry Introduced in response to growing concerns about the effectiveness accountability and societal impact of advertising the initiative seeks to catalyze meaningful change through collective effort and innovative solutionsThe initiative acknowledges the evolving landscape of advertising now a 1 trillion industry driven by technological advancements the rise of ecommerce and directtoconsumer businesses However it also confronts stark realities advertising is perceived as increasingly intrusive less effective at brandbuilding and marred by issues such as data privacy concerns ad fraud and environmental impact Traditional structures are under strain as ad spend shifts toward digital platforms media fragmentation proliferates and consumer behavior undergoes dramatic shiftsJacobs and Manning emphasize that the advertising industry is at a crossroads requiring a recalibration of strategies to restore its relevance and value Central to this effort is a commitment to collaborative thinking transparency and sustainability AWC39s goals include making advertising more effective and accountable fostering a better work environment for industry professionals promoting responsible funding of media content and ensuring sustainable and ethical practicesTo achieve these objectives AWC has structured its efforts around nine interconnected workstreamsBusiness Models This explores the economic structures underpinning the industry aiming to bridge priorities between procurement and marketing while enhancing the value of advertising investmentsCreativity Recognizing creativity as the bedrock of effective advertising this workstream focuses on innovative approaches to messaging that resonate with audiences in a multichannel environmentCommunications Planning It addresses the challenge of crafting impactful strategies amid the abundance of data and media options emphasizing the importance of judgment and insightsTrading Transparency and Trust Given the complexity of the media trading environment this workstream examines models to improve accountability and rebuild trust between advertisers and their partnersMeasurement Accountability and Analytics This focuses on refining tools and methodologies to accurately assess advertising effectiveness across channels and formatsTechnology Data Integrity and Privacy The workstream investigates frameworks to optimize technology and data use while safeguarding privacy and ensuring data qualityPeople Recruitment Rewards and Wellbeing Recognizing the pressures on industry professionals this workstream seeks to enhance the work environment attract new talent and prioritize mental health and job satisfactionFunding the Media This addresses the imbalance in ad spend that has eroded traditional media39s ability to produce quality content proposing ways to restore a sustainable funding modelIndustry Relationships Aiming to rebuild trust and cooperation this workstream focuses on improving partnerships across the advertising ecosystemThe inaugural quotAdvertising Who Caresquot meeting brought together 180 global advertising leaders at Londonamp8217s Royal Society for the Arts fostering discussions on these pressing issues and initiating efforts to crowdsource solutions Jacobs reports that the programme now has more than 540 supporters Jacobs and Manning stress that the initiative is not about nostalgia for a quotgolden eraquot of advertising but about building a forwardlooking industry that is effective responsible and valued by both consumers and stakeholdersA followup meeting is planned for October in London where the output of the workstreams will be presented providing a roadmap for the industry39s future These outputs will be freely accessible to all interested parties emphasizing AWC39s commitment to inclusivity and transparencyThe initiative39s ambitious scope reflects the urgency of addressing the challenges facing advertising By uniting thought leaders practitioners and stakeholders quotAdvertising Who Caresquot aims to redefine the industry39s purpose and impact ensuring its relevance and sustainability in a rapidly changing world

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Advertising at a Crossroads: Can the Industry Save Itself?

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Advertising - Who Cares? by Brian Jacobs & Nick Manning 2025

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Advertising at a Crossroads: Can the Industry Save Itself?

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Advertising - Who Cares? by Brian Jacobs & Nick Manning 2025

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