Everyone’s talking about the speed of change. Then again, I guess they always do. As the Advertising Association says, “we’re in the midst of a huge shift,” and the pressure this places on all of us is very apparent. Getting to grips with the fast-changing media environment, tackling issues of data transparency, working and viewable media, data protection and privacy are just a few things that might keep you awake at night.
Navigating our way through all this requires a concerted and methodical approach if we’re to keep on top of these challenges and ensure our processes and policies are fit for purpose. That’s why I believe the Advertising Association plays an increasingly important role in representing the combined and varied interests of the advertising, marketing and creative industries. They’ve substantiated the benefits, financial and otherwise, that advertising brings to the UK economy, while persuasively putting its case and enabling us to discuss many of the issues and hot topics that exist.
I’m a supporter because in this day and age, we just can’t operate separately and expect any degree of success. We need to stand united, share our opinions, demonstrate our support, and work together to ensure we continue to build what is undeniably an amazing UK success story.
It’s not easy of course, and at BT we’re very aware of the challenges we face. Indeed, this year looks set to be particularly challenging for agencies, advertisers and media owners alike.
BT operates in a highly competitive and regulated market, so we’re very conscious of the importance of walking that fine line of trust in the way we behave and do business. I’m a strong believer in the need to balance commercial freedoms with responsibility, so whilst self-regulation is obviously important and beneficial, it also brings with it possible dangers; appearing reactive, defensive, out of touch, and even plain irresponsible. With a general election just around the corner, we have to take this very seriously if we don’t want to find the decisions that matter being taken out of our hands.
For instance, diversity is obviously a vital part of the Advertsiing Association remit, and rightly so. As an industry we can’t afford to get this wrong; we have a responsibility to ensure that everything we do is representative if we want to be viewed as a positive force in society and avoid the obvious and justifiable criticism that we’ll face otherwise. I was proud to be chosen in Marketing Magazine’s Power 100, one of 30 women. While better than many, as an industry we should also ensure we are ourselves fairly representative.
There are certainly challenging times ahead. But as one of the UK’s larger advertisers we face this with relish; BT is itself becoming something of a challenger brand through TV and sport, global business networks, and soon in mobile. The speed of change certainly does throw up challenges, but as a company, and as an industry, we must see these as opportunities if we are to compete, succeed, and continue to build this world-beating industry as something the country can be rightly proud of.
Suzi Williams is director of group marketing and brand at BT
