RECLAIMING AGENCY IS A REPORT THAT REDEFINES THE ROLE OF THE ADVERTISING INDUSTRY
The Comms Lab team initially interviewed industry leaders like
Rory Sutherland, Vice-Chairman, Ogilvy UK,
Jim Carroll, ex-Chairman, BBH,
Robert Jones, Head of New Thinking, Wolff Olins,
Laurence Green, Founding Partner, 101,
David Abraham, CEO, Channel 4,
Jonathan Trimble, CEO, 18 Feet & Rising,
Jon Steel, WPP Group Planning Director,
James Best, CAP Chairman & ex-Chairman DDB and
Jane Lingham, Director, BBC Brand.
The interviews revealed that the advertising industry is failing to address the most pressing issues of the day, both in terms of the health of the sector and the wider health of society. As an industry we are becoming less relevant and less powerful.
To understand how to tackle this problem, The Comms Lab delved deeply into the history and evolution of the industry, analysed wider global trends and mapped the early signals of change, bringing all the data together under the watchful eye of complexity expert Dr Orit Gal and her team at Regents University, London.
Reclaiming Agency points a way forward. It uncovers the strategic feasibility of something we call The Purpose Turn; of the advertising industry defining and embodying the positive impact it seeks to have in the world. Our research has revealed that moving from a strategy based on moral neutrality to a strategy based on purpose will be a win-win situation for our industry and society.