Lefroy (pictured), speaking at the Edinburgh International Marketing Festival today (24 August), said: “In the minds of many, marketing is now somehow anti the consumer, working against, not with their interests.
“Nothing could be further from the truth. Great marketing does great things for people and for businesses. We need to stop being so defensive and start celebrating marketing’s role.”
Lefroy revealed that three more brands have signed up to the Front Foot initiative devised by the AA to help marshal evidence and renewed energy in defence of advertising. The brands are PepsiCo, Santander and Microsoft and their contribution takes the Front Foot war chest to more than £800,000.
Lefroy said: “Fundraising is important but what really excites me are the brands and businesses that are joining us. With the expertise we now have on board, there is a real opportunity to achieve a step change in people’s perceptions of advertising and marketing and the value it brings.”
Read Marketing Week’s editor Mark Choueke’s recent call for the industry to market itself and the value of Front Foot here