AA signs Times Media deal to big up £66.6bn sector

The Advertising Association is aiming to bring its landmark “Advertising Pays 25” report to life, demonstrating how the industry helps businesses across the UK to innovate, compete, build market share, and create jobs through a new strategic partnership with Times Media.

The launch of “The Success Files” has been announced by AA president Andria Vidler at LEAD, the Advertising Industry Summit, in her welcoming address.

The report, which was first published in May last year, revealed how the advertising and marketing industry is contributing a record amount to the UK economy, with British businesses investing an estimated £66.6bn in the sector in 2024, while supporting over 1.7 million jobs across the country and leading the world in ecommerce.

By leveraging the authority and reach of Times Media, the initiative will focus on individual stories of businesses of different sizes across a range of sectors, delivering a consistent message about advertising’s contribution to economic growth.

The Success Files will differ from traditional case studies by measuring success through metrics that matter to society at large, such as jobs created, investment secured, export markets conquered, and local communities benefited.

There is a specific focus on highlighting business growth success outside London, where the Advertising Pays 25 report found that 60% of the advertising workforce is now based.

Vidler said: “Through Advertising Pays: The Success Files, we will surface brilliant individual stories that demonstrate how important advertising is to achieving UK growth.

“The peerless business journalism across The Times, The Sunday Times and Times Radio make them the ideal partner for this project. We will be showcasing growth stories fuelled by advertising to ensure that policymakers and the wider business community are left in no doubt about the importance of our industry.”

Times Media commercial director Caroline Tredget added: “Every day, across The Times, The Sunday Times and Times Radio, we see the benefit of advertising to power growth in businesses from start-ups to multinationals. It’s a pleasure to be partnering with the Advertising Association in their centenary year to shine a light on stories that make the irrefutable case that advertising pays.”

The AA is currently seeking authentic case studies from across the UK business landscape to feature in this initiative. Brands – ranging from large corporations to SMEs and creators – that have used advertising to transform their business outlook or support their local communities are encouraged to participate.

To discuss featuring your brand or campaign in The Success Files, please contact communications@adassoc.org.uk