Credos
Encyclopedia
Credos is an independently-governed think-tank established in early 2010 by the Advertising Association
, as part of their mission to re-build public trust in advertising
and maintain the freedom to advertise responsibly in the UK. It is funded by the advertising industry and overseen by an independent advisory board to assure the objectivity of its work. Credos' mission is to 'understand advertising': its role, how it works, how it is perceived and its value to UK society and the economy.
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.’
of Tim Lefroy, the Chief Executive of the Advertising Association. Tim has worked in marketing management at Cadbury plc and Gillette (brand), and was CEO of Young and Rubicam in the UK.
Karen Fraser is Credos’ Director, and her previous work has been featured by BBC2's Newsnight
, BBC Radio 4
's Today Programme, Radio 5 Live, The Economist
, the New Statesman
and the Financial Times
. She also founded the Ethical Reputation Index (ERI) and won a place on Harvard Business Review's Breakthrough Ideas list for her work on ‘conflicted consumers’. Mark Choeke, writing for Marketing Week in December 2010, states that 'as industry champions go, these two are perfectly placed and sufficiently experienced to help rebuild trust and confidence in the work that marketers do.’
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’ independent advisory board includes Will Hutton, the executive vice-chair of the Work Foundation; Nick Chater, professor of behavioural science at Warwick Business School
; Andrew Walmsley, entrepreneur and founder of digital communications agency i-level; Chris Mundy, managing director of Clearcast
; Fiona Wood, Central Office of Information
board director and head of research, insight and engagement; Mandy Pooler, director for development at Kantar, the holding group for the research and consultancy businesses owned by WPP Group
; and Rory Sutherland, vice-chairman of WPP's Ogilvy Group in the UK and also IPA president.
Credos also contributed to the recent government-commissioned 'Bailey Review' on the commercialisation and sexualisation of childhood, 'Letting Children be Children' . 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 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 Facebook accounts. Despite the over-13 age restriction, Karen Fraser described how 'in a series of focus groups earlier this month she had discovered that "80 per cent to 90 per cent" of those under 13 were signed up to Facebook.' As such, she added that 'if an 8-year-old pretends to be 13 to sign up, when they are actually 13 the site will allow advertising from gambling, alcohol and cosmetic surgery companies to be targeted at their page because Facebook will think they are 18.'.
Advertising Association
The Advertising Association is a trade association that represents all sides of the advertising industry in the UK - advertisers, agencies, media, and research services...
, as part of their mission to re-build public trust in advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
and maintain the freedom to advertise responsibly in the UK. It is funded by the advertising industry and overseen by an independent advisory board to assure the objectivity of its work. Credos' mission is to 'understand advertising': its role, how it works, how it is perceived and its value to UK society and the economy.
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.’
People
Credos has been described as the ‘brainchild'of Tim Lefroy, the Chief Executive of the Advertising Association. Tim has worked in marketing management at Cadbury plc and Gillette (brand), and was CEO of Young and Rubicam in the UK.
Karen Fraser is Credos’ Director, and her previous work has been featured by BBC2's Newsnight
Newsnight
Newsnight is a BBC Television current affairs programme noted for its in-depth analysis and often robust cross-examination of senior politicians. Jeremy Paxman has been its main presenter for over two decades....
, BBC Radio 4
BBC Radio 4
BBC Radio 4 is a British domestic radio station, operated and owned by the BBC, that broadcasts a wide variety of spoken-word programmes, including news, drama, comedy, science and history. It replaced the BBC Home Service in 1967. The station controller is currently Gwyneth Williams, and the...
's Today Programme, Radio 5 Live, The Economist
The Economist
The Economist is an English-language weekly news and international affairs publication owned by The Economist Newspaper Ltd. and edited in offices in the City of Westminster, London, England. Continuous publication began under founder James Wilson in September 1843...
, the New Statesman
New Statesman
New Statesman is a British centre-left political and cultural magazine published weekly in London. Founded in 1913, and connected with leading members of the Fabian Society, the magazine reached a circulation peak in the late 1960s....
and the Financial Times
Financial Times
The Financial Times is an international business newspaper. It is a morning daily newspaper published in London and printed in 24 cities around the world. Its primary rival is the Wall Street Journal, published in New York City....
. She also founded the Ethical Reputation Index (ERI) and won a place on Harvard Business Review's Breakthrough Ideas list for her work on ‘conflicted consumers’. Mark Choeke, writing for Marketing Week in December 2010, states that 'as industry champions go, these two are perfectly placed and sufficiently experienced to help rebuild trust and confidence in the work that marketers do.’
Credos is chaired by James Best, who is Chairman of the Committee of Advertising Practice
Committee of Advertising Practice
The Committee of Advertising Practice is the sister organisation of the Advertising Standards Authority .CAP is primarily responsible for the constant revising and updating of the British Code of Advertising, Direct Marketing and Sales Promotion , through its Code Policy team. CAP also contains a...
, 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’ independent advisory board includes Will Hutton, the executive vice-chair of the Work Foundation; Nick Chater, professor of behavioural science at Warwick Business School
Warwick Business School
Warwick Business School, also known as WBS, was established in 1967 as the School of Industrial and Business Studies.It offers undergraduate, postgraduate and PhD degree programmes,as well as non-degree executive education for individuals and companies....
; Andrew Walmsley, entrepreneur and founder of digital communications agency i-level; Chris Mundy, managing director of Clearcast
Clearcast
Clearcast is an NGO which pre-approves most British television advertising . It came into being on January 1 2008 and took over the responsibilities of the Broadcast Advertising Clearance Centre...
; Fiona Wood, Central Office of Information
Central Office of Information
The Central Office of Information is the UK government's marketing and communications agency. Its Chief Executive, currently Mark Lund, reports to the Minister for the Cabinet Office...
board director and head of research, insight and engagement; Mandy Pooler, director for development at Kantar, the holding group for the research and consultancy businesses owned by WPP Group
WPP Group
WPP plc is a global media communications services company with its main management office in London, United Kingdom and its executive office in Dublin, Ireland. It is the world's largest advertising group by revenues, and employs over 150,000 people in 2,400 offices in 107 countries...
; and Rory Sutherland, vice-chairman of WPP's Ogilvy Group in the UK and also IPA president.
Activities
Credos’ first piece of research, published in March 2011 and entitled ‘Advertising: What the UK really thinks’, 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. The findings were covered mainly in trade press, including Marketing Week , Campaign , and The Drum .Credos also contributed to the recent government-commissioned 'Bailey Review' on the commercialisation and sexualisation of childhood, 'Letting Children be Children' . The Review was led by CEO of the Mothers' Union
Mothers' Union
Mothers’ Union is an international Christian charity that seeks to support families worldwide. Its members are not all mothers or even all women, as there are many parents, men, widows, singles and grandparents involved in its work...
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 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 Facebook accounts. Despite the over-13 age restriction, Karen Fraser described how 'in a series of focus groups earlier this month she had discovered that "80 per cent to 90 per cent" of those under 13 were signed up to Facebook.' As such, she added that 'if an 8-year-old pretends to be 13 to sign up, when they are actually 13 the site will allow advertising from gambling, alcohol and cosmetic surgery companies to be targeted at their page because Facebook will think they are 18.'.