Page 76 - Adnews Nov-Dec 2022

Meet the Team
on investment. One area that we're going to be working with our members on is around effec- tiveness as an ROI.
“To add to that, we're seeing a fair bit of pressure on our world class, self-regulatory system. You just need to look at the proposals on the banned advertising for occasional foods or the recent announcements around gambling.
“Now more than ever, the industry needs that strong, united voice that is advocating for them on behalf of them on issues that matter to them and their business.
Faulks said that it’s not often that you have an industry and a regulatory body together as AANA has – Ad Standards is part of AANA but is completely independ- ent – but this ties in well to their aim of promoting and protecting the self-regulatory system.
“For our members, they're a core part of the development of the Advertising Codes and they also get access to training to com- ply with the Codes. The reason why this is a priority is due to those pressures and threats to the system and I don't think a lot of people really understand the alternative.
“The alternative is regulation by government and that's a bad outcome for the industry. One example is advertising bans - there will definitely be a contraction of the advertising industry if you start banning advertising.
“We need to come together to defend that. We are the trusted cus- todian of that system and we're going to lead that defence on behalf of our members in the industry, but I don't think people realise that it is a world class system.”
With recent and upcoming reviews of the Food and Beverages Advertising Code, the Children’s Advertising Code and the Environmental Claims Code, Faulks said that if AANA is going to be the trusted custodian of this self-regula- tory system, they need to review the Codes on a regular basis.
“If there is a change in commu- nity expectations, such as the Environmental Claims Code, we will bring those regular reviews
forward because we need to meet the expectations of the community, but also the industry, to make sure that it's relevant.
Faulks said that providing opportunities for members to connect with those around the industry is something that has been traditionally very successful for AANA, an area he wants to make even better in 2023.
“Our end of year function, Taking Flight, is all about a celebration of 2022 and what's coming in 2023. That's important because I see the role of AANA as bringing the entire industry together.
“Our line-up for AANA Reset next year is amazing and we're going to hear from the best experts and industry leaders to help tackle some of these big issues we're facing in the industry.
“It's important that we just pause for a minute and look to the future as well and we need to think about how do we help our members prepare for what's coming next.”
Faulks’ final priority will be stepping up how AANA helps their members to upskill their teams, with best-in-class marketing programs designed by marketers, for marketers.
“The main focus here is that there has to be a really specific ROI and for us, that is helping them to grow, especially at a time of economic stagnation. This is not just doing a marketing program for the sake of doing it; this is about making sure you go back into your organisation and have those skills to help unlock that growth.”
It’s been a busy first two months for Faulks and his team, but he’s looking forward to what is set to be a big year for AANA and their members.
“There's economic headwinds and a lot of other stuff going on, but it's a truly exciting time for the industry and for marketing teams, because they're the ones that are going to have to really help these organisations navigate this.
“My team is fantastic, the AANA board is fantastic and the industry is in a really good position. AANA is ready to be supercharged and that's what I'm looking forward to working with our members in the industry on.”