Advertising just can’t be ignored - John McLellan
But with new figures showing unemployment in Scotland has shot up by 37,000 people in the last quarter to 122,000, the economy needs to pick up and advertising is very much the lubricant which keeps the wheels of commerce and industry turning.
Advertising’s role as an economic driver is one of the key themes of today’s conference, and pre-pandemic Advertising Association research estimated the £1.7 billion spent on advertising and marketing in Scotland generated £8.8bn for the wider economy, and its value in priming growth by helping businesses to sell their goods and services can’t be ignored.
Nor can its role in underpinning the whole creative sector be underestimated. Filmmakers, screenwriters and designers cut their teeth in ad-land, and with artistic organisations struggling for cash, advertising companies are essential for keeping a critical mass of skills in the country.
New research to be unveiled today will show that people react positively to enjoyable, creative advertising, but the more they get bombarded, the less they trust the message, so continued support for Scotland’s high-quality creative sector makes wider economic sense.
And with the Scottish Government spending almost £23m on marketing last year, by far the most important single source of advertising investment in Scotland, its role in supporting all aspects of the communication business is vital.