AA plan to represent whole of communications industry

Peta%20Buscombe%20The%20Advertising%20Association%20The Advertising Association is looking at rebranding itself as it plans to extend its remit as an umbrella trade body to represent the entire UK communications industry.

Sources close to the AA suggest the plan, being masterminded by its chief executive Baroness Peta Buscombe – also a Conservative member of the House of Lords – will be to represent the AA as the ultimate body that presents a “unified” voice for the advertising and communications industry.

One source says: “The fight against any more legislation or restrictions against marketing and advertising will have to be fought in an organised way. The politicians want to hear the whole communications story rather than try and understand the difference between display advertising or buy-one-get-one-free retail offers, and the AA could provide these answers.”

The initiative is reminiscent of a similar “big tent” move made by the Institute of Practitioners in Advertising (IPA) five years ago, which floundered when the Direct Marketing Association rejected proposals to merge its agency section to create a single trade body.

The chairman of the Institute of Sales Promotion Clive Mishon says: “If the AA is considering expanding its remit then it is welcome news for the communications industry which needs a cohesive voice and an organised campaign to represent it. We are a member of the AA and will continue to work closely with it.”

It is thought that the AA Council is also being urged to rethink its name, which often gets confused with the Automobile Association or Alcoholics Anonymous. The AA declined to comment.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here