Advertising industry body, the Communications Council, has relaunched under the new name, Advertising Council Australia (ACA). The relaunch entails an overhauled strategic direction that will see a number of key initiatives rolled out this year and next, aimed at supporting members and the advertising industry as a whole.
Following extensive consultation with ACA members who have supported the project, the relaunched is timed to build confidence in the advertising industry, which has been battered by the economic crisis brought on by the coronavirus pandemic. ACA CEO, Tony Hale, said the relaunch is about reclaiming the term ‘advertising’ and “reinjecting confidence in our industry.”
“The relaunch of our brand and the new strategic direction we are taking are also key to the future of our organisation,” he said.
The rebrand includes an overhaul of the corporate identity, developed by brand and design consultancy, Maud, including a new visual look with a new website and other marketing materials progressively rolled out over coming weeks.
ACA also is developing several programs aimed at enhancing advertising industry standards and providing maximum benefit and value for its membership. ACA chair and CEO at The Monkeys, Mark Green, said the associated is looking to foster long-term prosperity of the industry and to elevate advertising as a profession.
“Now is the right time to reclaim advertising and to refocus what we do as an industry body, re-evaluate what we stand for, the programs we deliver and how we present ourselves to the broader business community,” he said.
The new initiatives include reintroducing accreditation for members, a Reconciliation Action Plan that includes a commitment to help build pathways for Aboriginal and Torres Strait Islanders to the industry, an industry labour agreement to cover key skill shortages, revamped awards program for both the Effies and AWARD Awards and further studies into advertising effectiveness.
“These initiatives will help shape a new era for the Australian advertising industry and strengthen the value of our profession to the wider business community during a period in our history when this has never been more crucial,” said Green.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.
What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...
Tareq
Digital disruption isn’t disruption anymore: Why it’s time to refocus your business
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration