Image – Advertising for film Treacle Jr.

Advertising marketing message: 2

UK advertising agencies are world leaders in professionalism, training and effectiveness monitoring.

• UK advertising agencies have been remarkably successful internationally in the last 25 years, effectively overturning US domination in the industry.

• The UK advertising industry is explicitly business focused, with effectiveness and business results at the heart of all its campaigns.

• The UK has the most responsible advertising system in the world. It sets the standard in successful self-regulation, being governed by codes of practice that are designed to protect consumers and create a level playing field for advertisers.

• The UK advertising industry is unique in the world for the development of outstanding staff talent through qualifications, craft-skills training courses and the Continuous Professional Development standard.

• The UK is the leader in media research, developing innovative new schemes such as TouchPoints, which provides UK agencies with an increased understanding of consumer and media communications. (1)

• The UK advertising industry is highly entrepreneurial, with a very high level of start-up companies. The significant competition that this generates pushes innovation and added-value high onto the agendas of all UK-based advertising agencies.

Sources

1. www.ipa.co.uk/Content/TouchPoints-Site-Home