Future Foundation Puts its Front Foot Forward

LONDON, March 2, 2010 - The Future Foundation today announced it is joining the Advertising
Association's (AA) Front Foot initiative as an active partner in kicking off
the programme of thinking and research about the future of advertising.

Melanie Howard, Future Foundation's Chair, is to act as Special Advisor
to CREDOS, the AA's Front Foot research faculty, which has been established
to collate and disseminate research to support advertising's positive role in
Society.

The Future Foundation, a privately-owned consumer and social trends
consultancy, looks at the changing world through a 'consumer lens' and is
well-positioned to help in this important first phase of the AA's Front Foot
initiative. The AA is calling on its stakeholders to pull together the
ammunition to support, buttress and prove advertising's worth. The Future
Foundation will work with CREDOS to create a challenging view of the consumer
context for the future of advertising and explore the trends that will affect
that in the short, medium and longer term. This will form the basis for
engaging wider audiences in the debate about the issues and opportunities
facing the industry.

"It is an interesting moment in the history of commercial communications
and people's views on it," said Howard. "At the moment consumers are finely
poised between being overwhelmed and cynical or feeling that properly used,
communications can help them navigate complex choices. Whilst many people in
more traditional advertising roles might feel that they are on the back foot,
there is much to suggest that a new contract between brands, media owners and
consumers is possible. But it is up to advertising to re-invent itself and
lead the public intellectual debate on its future role in a healthy,
functioning, democratic consumer society."

Commenting on the Future Foundation's contribution, Tim Lefroy, Chief
Executive of the Advertising Association, added, "We need to understand
consumers today, their environment, and their concerns; and see how
advertising can contribute to their lives in a more meaningful way. Our aim
is to restore confidence in advertising and, as we begin our campaign, we're
delighted the Future Foundation is on board with us and can give us valuable
insight and clarity on current consumer sentiment."

Future Foundation will present a "consumer lens" overview to the AA in
April 2010.

James Best, Chairman of CREDOS, concluded, "CREDOS will analyse this,
together with relevant academic studies, to provide the industry with a
comprehensive picture of research available. Once we are able to map out what
we have, we can commission research to fill the gaps and explore new
horizons."

    For further information:
    Melanie Howard - melanieh@futurefoundation.net, +44(0)20-3008-4889
    Tim Lefroy - Tim.Lefroy@adassoc.org.uk

Note to Editors: The Consumer lens document will draw from a number of sources within the
Future Foundation - nVision (the on-line library of over 12 years of proprietary research as well as 50 external desk research sources) as well as the findings from a range of bespoke projects commissioned by the Future Foundation's consultancy clients. The Future Foundation has worked on a number of marcomms projects in the past including a two phase study for the IPA - The future of advertising and agencies - a 10 year perspective and Social Media Futures. About Advertising Association: The Advertising Association (AA) represents all sides of the
advertising and promotion industry in the UK - advertisers, agencies and the media. The advertising industry is worth GBP19 billion. Its remit is to promote and protect advertising, by communicating its commercial and consumer benefits. The AA seeks the optimal regulatory environment for the industry. Its goal is that advertising should enjoy responsibility from its
practitioners, moderation from its regulators and trust from its consumers. Further information about the AA, its membership and remit is available here www.adassoc.org.uk/ Front Foot is an AA initiative launched in Q4 of 2009. The campaign has already secured GBP500,000 of the GBP2m fund that it announced that it would need back in November 2009. Early funders include advertisers - Aviva, COI, Diageo, Barclays, BT and McCains as well as agencies - JWT, AMV,
DDB and Beattie McGuinness Bungay. The media owner funders include Google and
ITV. For further information: Melanie Howard - melanieh at futurefoundation.net, +44(0)20-3008-4889; Tim Lefroy - Tim.Lefroy at adassoc.org.uk