209:, published in March 2011 and entitled âAdvertising: What the UK really thinksâ, 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.
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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
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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
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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
174:, 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 2003â2005, was Chairman of the UK Advertising Association from 1997 to 2002, and is a Fellow of the IPA.
116:, 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.â
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and overseen by an advisory board to assure the quality 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.
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163:. She also founded the Ethical Reputation Index (ERI) and won a place on Harvard Business Review's Breakthrough Ideas list for her work on âconflicted consumersâ. Mark Choeke, writing for
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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.â
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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
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Credos has been described as the âbrainchild' of Tim Lefroy, the Chief
Executive of the Advertising Association. Tim has worked in marketing management at
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104:, 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
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Barbie Clarke of Family, Kids and Youth to conduct qualitative and quantitative research to explore parental concerns of childhood.
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268:. Their forthcoming reports focus on the economic value of advertising to the economy and the future of advertising, among others.
216:' on the commercialisation and sexualisation of childhood, 'Letting Children be Children'. The Review was led by CEO of the
185:; Andrew Walmsley, entrepreneur and founder of digital communications agency i-level; Chris Mundy, managing director of
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http://www.thedrum.co.uk/news/2011/05/03/21168-ad-industry-needs-to-do-more-to-build-public-trust-says-think-tank/
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http://www.marketingweek.co.uk/disciplines/advertising/why-advertising-is-a-redundant-word/3021202.article
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http://www.marketingweek.co.uk/trends/in-advertising-weve-a-broad-level-of-trust/3026810.article
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Karen Fraser is Credosâ Director, and her previous work has been featured by BBC2's
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companies to be targeted at their page because
Facebook will think they are 18.'.
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Credosâ advisory board includes Will Hutton, the executive vice-chair of the
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http://www.campaignlive.co.uk/news/1067680/Advertising-trusted-69-public/
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Credos has produced 10 publications to date, focusing on children,
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Barnett, Michael, "In advertising we've a broad level of trust",
468:"Reg Bailey: parents are complicit in sexualisation of children"
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Advertising
Association, 'âAttitudes to Advertisingâ, 1992-2009.
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Kimberley, Sara, "Advertising trusted by 69% of the public",
355:"A report on attitudes to advertising in the UK | WARC"
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they are actually 13 the site will allow advertising from
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Credos also contributed to the government-commissioned '
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Credos is chaired by James Best, who is
Chairman of the
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58:, and by adding encyclopedic content written from a
181:; Nick Chater, professor of behavioural science at
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344:Choeke, "Why Advertising is a Redundant Word".
520:2010 establishments in the United Kingdom
78:Learn how and when to remove this message
112:Hamish Pringle, Director General at the
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515:Think tanks based in the United Kingdom
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305:"IPA gives kudos to Credos think tank"
39:contains content that is written like
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205:Credosâ first piece of
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102:Advertising Association
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95:advertising
20:Credos Logo
509:Categories
477:2023-06-29
435:2023-06-29
315:2011-01-07
272:References
241:See also:
201:Activities
98:think-tank
48:improve it
195:WPP Group
187:Clearcast
141:Newsnight
410:The Drum
394:Campaign
286:"Credos"
232:gambling
227:Facebook
159:and the
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