The Secretary of State for Digital, Culture, Media and Sport, hailed the role of advertising in recovery, but simultaneously added pressure to the sector by doubling down on upcoming HFSS ad restrictions.
Speaking at #RESET2021 this morning, organised by the Advertising Association, the IPA and ISBA, Dowden said that: “Advertising will be absolutely pivotal in rebuilding our economy back to full strength.”
“Advertising generates £17billion with over 190,000 employees. It is a vital cornerstone of our creative army,” he noted.
Crediting the industry for collaborating in the face of the coronavirus crisis he noted: “This pandemic offers a genuine opportunity to reset and build back better.” While he also praised the work of the industry for getting out the ‘Stay home, Protect the NHS, Save Lives’ messaging. He expressed his gratitude towards the industry for donating so much advertising space to get the message out there when it was facing such a harsh economic climate.
“In 2020 [the industry] harnessed its immense power against coronavirus for the national good,” he added.
Dowden also highlighted the creative impact of the sector. “The artistry of the sector is often overlooked. Things like the John Lewis ad are part of our culture,” he explained. He pointed to the Super Bowl ads from across the Atlantic as being “reflective of a moment in time.” He continued: “Too many people forget that the impact of a well-crafted ad campaign can impact how we eat and drink, to how we vote and how we cope with a global pandemic.”