HAT works with agencies to help them build legacy, protect work, add value to assets, support sustainability and help make some noise in front of brands, with its services championed by many in the industry.
On 24 March 2022, the IPA Council received a visit from John Gordon-Saker and Tom Knox representing the History of Advertising Trust (HAT) – the industry’s very own archive that works on your behalf to preserve the past, capture the present and inspire the future of advertising.
HAT plays an invaluable role in our industry. In this digital age it’s easy to assume that you can Google anything you are looking for and there it will be. Not so. There’s only one place that holds a comprehensive record of advertising’s rich past and that’s HAT.
Joe Petyan, Global Client Leader at WPP, says: “Everyone should be in touch with HAT because, as the guardians of our industry’s past, they are an inspiration for our future.”
HAT adds value to agencies by building brand legacy, protecting work against deletion or cyber-attack, celebrating anniversaries and, with cost-saving and hybrid working in mind, outsourcing the conservation and promotion of creative assets.
As an accredited archive, HAT strives for digitisation, but since technology is ever-changing, original paper is also conserved in a secure, stable environment within a controlled, sole repository. By entrusting materials to HAT’s care, heritage is protected for years with assets more accessible and able to work harder, such as creating chemistry and pitch reels to demonstrate your work and understanding to potential clients of their brand archaeology.
HAT can help make some noise through sponsorship opportunities. HAT Collective already reaches a strong community of students who are the employees, brand communication leaders and influencers of the future and, in Ad-Memoire, the team at HAT have developed an app that supports hospitals, care homes and families living with dementia.
A series of touring exhibitions is being developed with the Advertising Association that will reflect social history and promote self-regulation, diversity and inclusivity in the advertising industry. By working more closely with key bodies such as the IPA, ISBA and PACT, HAT also hopes to create a shop window for its work, beyond the archive.
With a well-developed network of advertising greats, HAT is looking to formalise a structure that enables friends to support an educational charity that will continue to protect their creative legacies. Gift Aid is of course a welcome feature, with tax relief also available on corporate donations.
Whether you wish to support the cause by entrusting HAT with an advertising archive or collection, sponsoring or donating, HAT will join you in shouting about the partnership and adding value through many commercial benefits.
If you would like to start a conversation, John, Executive Director at HAT, would love to hear from you at: [email protected] or 01508 548623.