|
Credos is an advertising think-tank established in early 2010 by the Advertising Association, as part of their mission to re-build public trust in advertising and maintain the freedom to advertise responsibly in the UK. It is funded by the advertising industry and overseen by an advisory board to assure the quality of its work. Credos' mission is to 'understand advertising': its role, how it works, how it is perceived and its value to UK society and the economy.〔http://www.credos.org.uk〕 Hamish Pringle, Director General at the IPA, stated that 'Credos is a big step forward for the industry and we're delighted to see Tim Lefroy's 'Front Foot' initiative delivering on its promise so soon, thanks to great support from key advertisers, media owners and agencies.’〔"IPA Gives Kudos To Credos", ''IPA'', 16/11/2010, accessed http://www.ipa.co.uk/Content/IPA-gives-kudos-to-Credos-think-tank〕 ==People== Credos has been described as the ‘brainchild' 〔Choeke, Mark, "Why Advertising is a Redundant Word", ''Marketing Week'', 02/12/2010, accessed http://www.marketingweek.co.uk/disciplines/advertising/why-advertising-is-a-redundant-word/3021202.article〕 of Tim Lefroy, the Chief Executive of the Advertising Association. Tim has worked in marketing management at Cadbury plc and Gillette (brand), and was CEO of Young and Rubicam in the UK. Karen Fraser is Credos’ Director, and her previous work has been featured by BBC2's Newsnight, BBC Radio 4's Today Programme, Radio 5 Live, The Economist, the New Statesman and the Financial Times. She also founded the Ethical Reputation Index (ERI) and won a place on Harvard Business Review's Breakthrough Ideas list for her work on ‘conflicted consumers’. Mark Choeke, writing for ''Marketing Week'' in December 2010, states that 'as industry champions go, these two are perfectly placed and sufficiently experienced to help rebuild trust and confidence in the work that marketers do.’〔Choeke, "Why Advertising is a Redundant Word".〕 Credos is chaired by James Best, who is Chairman of the Committee of Advertising Practice, a non-Executive Director of social marketing agency ICE, and Vice Chair of the Deborah Hutton Campaign. He served as President of the European Association of Communications Agencies from 2003–2005, was Chairman of the UK Advertising Association from 1997 to 2002, and is a Fellow of the IPA. Credos’ advisory board includes Will Hutton, the executive vice-chair of the Work Foundation; Nick Chater, professor of behavioural science at Warwick Business School; Andrew Walmsley, entrepreneur and founder of digital communications agency i-level; Chris Mundy, managing director of Clearcast; Fiona Wood, Central Office of Information board director and head of research, insight and engagement; Mandy Pooler, director for development at Kantar, the holding group for the research and consultancy businesses owned by WPP Group; and Rory Sutherland, vice-chairman of WPP's Ogilvy Group in the UK and also IPA president. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Credos」の詳細全文を読む スポンサード リンク
|