Sydney served as the launch pad for the latest International Advertising Association’s (IAA) global advertising campaign today.
‘The Case for Advertising’ push aims to demonstrate to consumers and governments the vital role the marketing communications industry plays in all economies and comes as at a time when the ad industry is “under ever-greater scrutiny”, according to the IAA.
The campaigns first out of home ads launch at Sydney’s International Airport and in the city today across OOH! Media Australia donated sites.
The campaign includes lines such as: “Without sponsors for concerts, all you’d hear is the sound of silence.”
And: “When advertising does its job, millions of people keep theirs.”
Australia was selected as the launch market for the global campaign as it coincides with the 75th IAA Anniversary Leadership Forum – What’s Coming Next to be held in Sydney tomorrow (February 18).
Faris Abouhamad, IAA chairman and world president, said: “We have undertaken large pro-bono communications programs before – most notably Hopenhagen – the IAA’s climate change initiative for the United Nations COP 15 which was the largest ever such initiative of its kind. 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; supports the arts, entertainment and sports; and often 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. The campaign builds around the statement ’Advertising. Your Right To Choose’.
“The message is strong, and the objective is clear – that consumers do have the right to choose – and the advertising theme reminds us all that freedom of choice is a good starting point in democracies.”