Research Centre

ADVERTISING PAYS

How advertising fuels the UK economy

Advertising informs, entertains, persuades, dissuades and helps to enhance the perception of value. Its effects stretch across the economy, with roles ranging from an enabler of efficient markets to a supporter of the creative industries.

Advertising’s contribution to the UK economy is often lost among narrower debates about the industry. To help address this imbalance, the Advertising Association commissioned Deloitte to examine the economic impact of advertising in the UK.

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Updates

  • Credos Board’s Mandy Pooler: “The Athens of Advertising”

        A while back, London was described as ‘the Athens of advertising’.  Whether we would want to be described as the Athens of anything in 2013 is debatable, but the point was clear: the intellectual and creative hub of the advertising world was London, even if New York was its Rome. And from my [...]

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  • In case you missed it…

    In case you went straight to the sports news this morning, the FT and the front page of Campaign show ad spend bouncing back to 2007 levels.   The AA/Warc expenditure report released on May 9th shows UK advertising spend reaching for pre-crisis levels, a total of £17.2 billion in 2012. The updated report with [...]

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Current Projects

Advertising and the Economy 
Credos has set out fully to understand the economic value of advertising in the UK.

Alcohol Marketing
Credos seeks better to understand the influence of marketing on alcohol drinking behaviour in the UK. 

Credos Forum: Public Views of Advertising
The Credos Forum hosts regular discussions to gather public opinion on all forms of advertising.

Children and Advertising
Credos' contribution to the government-commissioned Bailey Review.

Advertising and Body Confidence
This project will explore the effect of idealised imagery in advertising on young women. The aim is to understand young people’s response to such images.

View all projects