Credos
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Credos is an
Hamish Pringle, Director General at the IPA, stated that 'Credos is a big step forward for the industry and we're delighted to see Tim Lefroy's 'Front Foot' initiative delivering on its promise so soon, thanks to great support from key advertisers, media owners and agencies.’[2]
People
Credos has been described as the ‘brainchild' [3] of Tim Lefroy, the Chief Executive of the Advertising Association. Tim has worked in marketing management at
Karen Fraser is Credos’ Director, and her previous work has been featured by BBC2's
Credos is chaired by James Best, who is Chairman of the Committee of Advertising Practice, a non-Executive Director of social marketing agency ICE, and Vice Chair of the Deborah Hutton Campaign. He served as President of the European Association of Communications Agencies from 2003–2005, was Chairman of the UK Advertising Association from 1997 to 2002, and is a Fellow of the IPA.
Credos’ advisory board includes Will Hutton, the executive vice-chair of the
Activities
Credos’ first piece of marketing research, published in March 2011 and entitled ‘Advertising: What the UK really thinks’,[5] explored two themes: public perceptions of advertising, and the views of professionals thought to have most influence in shaping attitudes towards advertising. The research was carried out in response to data published by the Advertising Association, which showed a notable decline in public favourability towards advertising since the mid-1990s.[6] The findings were covered mainly in trade press, including Marketing Week,[7] Campaign,[8] and The Drum.[9]
Credos also contributed to the government-commissioned 'Bailey Review' on the commercialisation and sexualisation of childhood, 'Letting Children be Children'.[10] The Review was led by CEO of the Mothers' Union Reg Bailey, and aimed to assess whether children in the UK are being pressured to grow up too quickly, as well as setting out some of the things that businesses and their regulators, as well as government, can do to minimise the commercialisation and sexualisation of childhood. Credos commissioned Dr Barbie Clarke of Family, Kids and Youth [11] to conduct qualitative and quantitative research to explore parental concerns of childhood.
Credos held an event at the Mothers' Union - 'Credos Briefing: Bailey Review - Research, Outcomes and Impliations' - to present its findings, with Reg Bailey speaking about the Review. Writing for the Telegraph, Harry Wallop covered the event, reporting the problems with younger users activating
Policy Interests
Credos has produced 10 publications to date, focusing on children,
References
- ^ "Credos".
- ^ "IPA Gives Kudos To Credos", IPA, 16/11/2010, accessed "IPA gives kudos to Credos think tank". Archived from the original on 2010-11-18. Retrieved 2011-01-07.
- ^ Choeke, Mark, "Why Advertising is a Redundant Word", Marketing Week, 02/12/2010, accessed http://www.marketingweek.co.uk/disciplines/advertising/why-advertising-is-a-redundant-word/3021202.article
- ^ Choeke, "Why Advertising is a Redundant Word".
- ^ "A report on attitudes to advertising in the UK | WARC".
- ^ Advertising Association, '‘Attitudes to Advertising’, 1992-2009.
- ^ Barnett, Michael, "In advertising we've a broad level of trust", Marketing Week, 26/05/2011, accessed http://www.marketingweek.co.uk/trends/in-advertising-weve-a-broad-level-of-trust/3026810.article
- ^ Kimberley, Sara, "Advertising trusted by 69% of the public", Campaign, 03/05/2011, accessed http://www.campaignlive.co.uk/news/1067680/Advertising-trusted-69-public/
- ^ "Ad industry needs to do more to build public trust, says think tank", The Drum, 03/05/2011, accessed http://www.thedrum.co.uk/news/2011/05/03/21168-ad-industry-needs-to-do-more-to-build-public-trust-says-think-tank/
- ^ "Letting children be children". GOV.UK. Retrieved 2023-06-29.
- ^ "Kids and Youth". Archived from the original on 2002-09-14.
- ^ "Reg Bailey: parents are complicit in sexualisation of children". www.telegraph.co.uk. Retrieved 2023-06-29.