The IAA also undertakes our industry issues pretty seriously. This year marks the second time when we broke out a worldwide probono ad campaign.
The new IAA “Case For Advertising” campaign focuses on many of the core benefits that are deeply rooted in marketing communications – that advertising promotes choice; educates; informs; encourages innovation; creates jobs; supports the arts, entertainment and sports; and contributes to the costs of providing news and information.
The campaign focus is for consumers and governments to understand the value of advertising in its many forms, including sponsored content. It comes at a time when the ad industry is under ever-greater scrutiny by governments and policy makers and often on the defensive.
What advertising provides - over and above any specific product or service – is choice. To express that core concept the IAA developed the central theme for the campaign:
Advertising. Your Right To Choose.