Patterson (pictured), who succeeds Penny Hughes as president of the AA, says: “I hope to do my bit to improve understanding of the ways in which advertising helps the economy and assists development.
“If you look, for example, at the digital revolution, there is evidence that the internet is creating jobs. Advertising has its part to play in a revolution like that, by increasing awareness and understanding of what’s possible online.”
He adds that the industry spends too much time and effort worrying about what advertising is doing to people and not enough time thinking how advertising might work for people.
“Responsibility in advertising is non-negotiable but it must work for the consumer in every sense.”
The AA represents agencies, media companies and advertisers and has a remit to support the role of advertising, protect its rights and deliver its responsibilities.
It has recently been involved with the industry’s response to the recommendations of the Government-commissioned Bailey Review on marketing to children.
Patterson is a former managing director for Telewest’s consumer division and European marketing director for Procter & Gamble’s Pantene brand.