The AANA is embarking on a review of its self-regulatory system for the advertising industry as it strives to keep “draconian” measures from hindering the future prosperity of advertising, its chief says.
To this end, he confirmed the AANA is embarking on a strategic review and system upgrade to overhaul its existing self-regulatory approach.
“We are moving into a world where society is increasingly focused on the negative,” he told attendees. “Politicians and regulators are responding to this. The environment is shifting from where people by and large trusted self-regulation, to one where no one trusting anyone, until compliance is proven.
“The best line of defence is a credited, self-regulatory system, trusted and respected by all stakeholders. As custodians of this system, it is incumbent on the AANA to protect and nurture this system.
“While I’m confident today our system is fit for purpose, we need to ensure it is fit for future purpose. This is my key priority as new CEO. We must act with momentum and purpose.”
Broome confirmed the AANA board last week approved the scope of a strategic review and system upgrade, anticipated to take 12-18 months to complete. He said the review will be guided by universal principles: Universal membership, universal participation and universal funding.
“Our plan is to evaluate and design out shortcomings of our current system and retain and build on what is working today,” he continued. “This will deliver compliance, representation and credibility for all stakeholders.”
The review will also see the AANA’s funding model rejigged, a move aimed at recognising the growing dominance of digital media and related players in today’s landscape.
“As more and more advertising shifts to digital media, have to ensure self-regulatory system is fairly shared by all advertisers,” Broome said.
“I am keen to make this an inclusive exercise. Your ability to grow your brand is directly proportioned to the commitment and support you show to this system, and to advertising responsibly and without the onset of draconian requirements. My offer to you is the AANA will lead the process and deliver an outcome. I ask you don’t leave it to the older guard, you step up and take part for the long-term sustainability of our industry.”
Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.
Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.
It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.
Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne
Rajat Kumar
Why flipping Status Quo Bias is the key to B2B marketing success
good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.
Tom Devid
Report: 4 ways to generate customer loyalty
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...
vikram Roy
Gartner 2022 Digital Experience Platforms reveals leading vendor players
What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...
Salvador Lopez
Gartner highlights four content marketing platform players as leaders