From Taylor Swift and Mr Bates to protecting the mental health of employees and the reemergence of humour within advertising, agency leaders and IPA Group Chairs share their industry highlights from the past year.
Improving the mental well-being of the advertising industry, which has historically reported high levels of stress, has been a core tenet of my presidency at the IPA. In January, I launched the People First Promise, an industry-first benchmark awarded to agencies that demonstrate real dedication to employee mental well-being.
Less than a year since launching the initiative, more than 100 companies have been awarded the People First badge of honour, with many more now embarking on their journey. I’m proud of how far the industry has come this year and am looking forward to influencing other industries to follow.
Aside from some brilliant work we’ve put out this year, bringing Häagen-Dazs back home to BBH and, in the process, reigniting one of the industry’s most ground-breaking creative partnerships was pretty special. The brand has a unique place in the creative legacy of BBH and getting the chance to recouple for a new era is hugely exciting.
In terms of the wider work, I love that humour made a much-needed comeback. More of that in 2025, please.
The ITV Drama Mr Bates and the Post Office aired on 1 January, 2024. Although not an ad, it was an astounding demonstration of the power of broadcast TV. The Post Office scandal had been rumbling along for years and various attempts had been made by Computer Weekly, Private Eye and others to throw a spotlight on the shocking consequences of the Post Office’s wrongdoing. Yet the immediate impact of the ITV series caused the PM to step in to not only help the victims but to try to calm the public outrage. To my mind, this one event in 2024 proved that the often-heard talk of the death of TV was premature, to say the least.
The NCA Ogilvy deal in 2024 was a reminder that small can be powerful, and that strong and deep relationships with clients are as important as they ever were. At a time when so many changes are driven by efficiency and automation, this deals shows that great creative and strategic advice at the top table are still prize commodities. And so what excites in 2025 is more of the same. More re-emergence of the independent spirit. More reminders that small can be big. And that good advice and brilliant ideas can compete with the might of any network.
Amazon, Disney+, Netflix, Vevo & Warner Bros Discovery becoming Thinkbox & BARB members was an exciting development this year - really heralding a new era for commercial TV. Not only does this enable better understanding of viewer behaviour and the impact of TV advertising, but it should also fuel greater commercial investment and more collaboration for the benefit of viewers and advertisers alike. It was brilliant to see Netflix on stage with ITV, C4 and Sky at the Northern Televisionaries event recently and I’m looking forward to the insight and developments which will emerge from this strengthening partnership.
Despite economic and political uncertainty, 2024 saw the ad industry adapt and innovate. Jaguar's bold rebranding sparked much-needed conversation, reminding us of the power of brand identity. AI, while initially hyped, found its rightful place, enhancing our work rather than replacing it. Most importantly, agencies embraced new business models, proving our resilience in a changing landscape.
Putting aside elections and Taylor Swift, 2024 has seen much of the conversation focused on AI. However, standout moments have showcased creativity no machine could replicate. British Airways’ campaign broke every rule: no website, logo, slogan, call to action, or even a visible brand name. No AI would take such risks.
Similarly, asking GPT to create a KFC ad based on a brand truth wouldn’t yield a script featuring 150 people dancing like chickens with the call to “Believe In Chicken.” No matter how clever AI becomes, it’s reassuring that unique human thinking still wins.
It’s great to see more people wanting to be working in the office this year. Our industry thrives on being in person to collaborate with each other and our clients. It also allows the new generation of talent to learn from people they can see doing the job - formally and by osmosis - rather than distant floating heads on Zoom!
In a landmark year for AV, 2024 has marked a significant leap in the sector's evolution. The small screen triumphed early on with ITV's history-changing drama, Mr Bates vs the Post Office, while the cinematic splendour of blockbusters like Deadpool and Gladiator 2 reminded us of the big screen's enduring allure. Streaming services, now offering ad-supported options, have continued their impressive rise, offering a smorgasbord of compelling shows. As Tess Alps eloquently observed, television has indeed 'had babies,' giving birth to a new era of content consumption.
There has never been more incredible stuff to watch – leaving consumers and advertisers drowning in choices. The industry is racing to build even more comprehensive measurement solutions that can keep pace with emerging ad platforms and changing behaviour; underscoring the urgency of this issue. Never more have we needed smart media planners (is it too much to extend the analogy to liken them to skilled midwives?) to guide advertisers through the complex and ever-evolving landscape of TV’s loud and noisy offspring, where choice abounds.
We agency folk talk about the importance of creativity so often that it can sometimes become dead language. So it was such a joy to read about Adam Morgan and Peter Field’s study ‘The Cost of Dull.’, launched in Cannes in June.
Positioning the absence of creativity as an irresponsible and irrational act is an ingenious piece of reframing. On average a dull campaign can cost £10m more to achieve the same results as an exciting and well-thought-through one, based on their analysis of the IPA database of effectiveness studies. Fresh, inspiring and memorable thinking.
The OOH industry coming together via the IPAO and Outsmart to launch a new social media campaign promoting the key benefits of the channel. Content and assets were produced that promoted 3 core themes. Sustainability – which included the recent PWC report that revealed that just under 50p in every £1 goes back to help fund public infrastructure – things like public transport, street lighting, bus shelters as well as money to fund local community projects and charities. Omnichannel – highlighted OOH’s role in supercharging other media, particularly Search, Social and TV. And finally, OOH Effectiveness, how OOH can drive a range of different outcomes from shifting brand metrics to driving sales. An example of great collaboration that will continue into 2025.
Perhaps unsung but hugely important is the pioneering direction taken by PAMCO working with Barb Audiences who will continue to deliver high-quality audience & advertising measurement.
Rising to the challenges of changing consumer behaviour and a need for increased efficiency, I’m delighted that this new solution safeguards cross-platform publisher measurement for the immediate future. This great partnership exemplifies the importance of trusted, transparent and verified audience & advertising measurement data for our industry.