Members Spotlight: the Advertising Association
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Creative UK’s monthly Members Spotlight is a recurring feature, dedicated to spotlighting the work and perspectives of our diverse, wide-reaching members network.
We’ll be getting to know the faces and voices in our world-leading Cultural and Creative Industries through a question series, amplifying everything from specific projects to proudest moments to planning for the future.
We chatted with Stephen Woodford, Chief Executive Officer of the Advertising Association, who tells us how the organisation’s ongoing work to change public perceptions of advertising is finally seeing results, and what it is about AI that the ad industry’s workforce is feeling optimistic about.
Advertising Association, 25Feb2025, Photographer Bronac McNeill
Who are you and what do you do?
Stephen Woodford, CEO of the Advertising Association.
What are you currently working on?
One of the joys of working for a trade association is the variety of work, so there’s a lot on! Top of my mind is forward planning for 2026-27.
What has been your organisation’s proudest achievement?
We’ve been working since 2018 on how we improve public trust in advertising and I am delighted to say that what had been a long-term decline has now reversed and public trust in ads is on the rise, especially amongst younger adults.
How is your organisation working to champion EDI within your sector?
Our ‘All In’ action plan has around 150 businesses across our sector supporting it and it’s based on a quantitative survey, run every 2 years, that is the largest workforce survey of its kind in the UK. We have robust data to support these actions and we are seeing improvements in key metrics in the research.
What are three things you’re loving in your sector right now?
How businesses are using AI to re-think and re-boot their businesses and our All In data shows the advertising workforce is largely optimistic about AI’s impact and future potential.
Creativity is at the heart of our industry and every summer Cannes Lions brings this to the fore, and UK businesses will hopefully show once again their creative prowess against the very best from around the world.
Finally, the people. Every week I meet people from across our industry and they are all passionate about their work and they are great company.
And three things you’re not loving so much in your sector?
One big thing rather than three – our sector is a bellwether for the wider economy and the lack of growth has an impact on confidence, jobs and investment. All of us will benefit from higher, more sustainable and inclusive growth and advertising can be a key contributor to this.
Data taken from the Advertising Pays 2025 report.
Who would be your dream collaborator/collaboration?
Leading on from the growth point, and a collaboration that is becoming a reality not a dream, the partnership between Government and the creative industries through the industrial strategy has huge potential. The UK is a creative superpower, and a far-sighted and deep partnership can make it even more of a success, not just in economic terms but also in how it enriches our lives.
What does creativity mean to you?
Solving problems through leaps of imagination.
What’s next for your organisation?
We’re heavily engaged in industry work on AI and we’re also embracing how it can improve our own organisation and the value we give to our members.
What do you think needs to change in the UK’s Cultural and Creative Industries?
Creative and arts education is the foundation of the UK’s success and it’s not an either/or with the sciences and maths, both are vital and they’re even better together. Schools, Further Education and the creative industries all need to work more closely together.
