Debate & diversity are both essential to make the ad industry better

Last week I attended ‘Advertising, Who Cares?’ -  a summit created by Nick Manning and Brian Jacobs that is geared at creating better advertising and proactively addressing the challenges we jointly face as an industry, from ad fraud to bombardment. It’s been billed as part of a wider movement to combat “badvertising” and recover the reputation of the advertising industry, which the duo says has never been worse - a claim somewhat at odds with the Advertising Association's data showing that consumer trust in the ad sector has increased in recent years. 

Suffice to say, the overall goal of improving the ad industry, supporting brilliant work and addressing vital issues is one that we share at the IAB and it was great to hear insightful talks from a range of industry heavy-weights - the7stars Jenny Biggham and Uncommon’s Lucy Jameson led particularly interesting sessions.

However, leaving the event, I felt somewhat at odds with the version of the industry that had been put forward. On reflection, I believe this is for two reasons: There were no alternative views shared or even an element of debate to balance the dominant narrative that the platforms - and by extension digital - is wrecking the ad industry.

And - even more importantly -  there was a woeful lack of diversity on stage. Admittedly my initial impression wasn’t helped by one gentleman among the predominantly male crowd telling me on arrival that I looked too young to be attending (cheers, I guess?), but there’s no getting away from the fact this was a very white line-up with very few repping the under 50s.

Conversely, the industry that I recognise is one that embraces digital innovation as the lifeblood of creativity. One that brings together and welcomes differing views as fundamentally necessary to progress on vital issues. And one that is strengthened by diversity - platforming people of different ages, races, backgrounds and experiences to ensure the breadth of talent in our industry is fully represented.

‘Are you getting wound up just because you work for the IAB and the blame for advertising’s downfall was squarely laid at digital’s door?’ I hear you wonder. It’s a fair point - and I admit that I felt frustrated that digital advertising was largely reduced to untrained and inexperienced grads pumping out creatively void online ads. I’m not saying that isn’t an issue. I am saying it’s far from the whole story and not acknowledging that does a disservice to the digital creativity we see in abundance on the pages of Campaign or on stage at events like IAB Debrief.

There was no counter argument to balance the view that digital advertising is largely unskilled and social media platforms are the root of all ill - such as referencing the fact that countless small businesses across this country would cease to exist without social media advertising. While there was a nod to the work the industry is proactively doing to combat ad fraud and bombardment such as via the Gold Standard  - as well as the crucial work of the ASA in regulating all ads, including online - it was a blink and you’ll miss it affair.

So what’s the answer? Have these conversations with the platforms on stage. Hash it out. Invite different voices to partake, with a keen eye on fully representing the diversity of our industry. And get over the ‘us vs them’, often anti-digital narrative that dominated the event last week. That, in my opinion, is how you make our industry better and create real progress to combat the important issues raised. It’s how you show that you really care.