Sponsored advertorial - It pays to advertise, but not enough to revive Britain

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House of Commons, 25 March 2013, 6pm

For the motion

Laurence Green, founding partner, 101 London

Luke Owen, student of advertising, London College of Communication

Against the motion

Sam Blackie, Deloitte

Max Lehner, student of advertising, London College of Communication

The UK economy is in a hole. We’ve lost our triple-A credit rating, the Budget deficit is rising and growth remains stagnant – leading many commentators, including the New Statesman’s economics editor, David Blanchflower, to believe that we are in a triple-dip recession. And as the commentators often stress, we need to find a strong and effective cure for our economic woes – and we need to find it fast.

Could advertising hold the key? This might appear to be a tall order. After all, it is a particularly deep hole the Chancellor has dug for us and there is only so much that a few television and display adverts can offer. On closer inspection, however, it would seem this is a question worth asking – particularly when the results from a recent study by Deloitte are taken into account.

The research, conducted on behalf of the Advertising Association, set out to quantify and qualify the economic effects of the £16bn spent on advertising in the UK every year. Using data from 17 countries over a 14-year period, Deloitte was able to demonstrate that, for every £1 spent on advertising, £6 was generated for the economy – something that amounted to a £100bn effect on total GDP, and which led the report authors to write: “We need to think differently about advertising – as an industry, important in its own right, but also as a business activity, and a fundamental driver of UK competitiveness.”

Is this an accurate view or is it the case that the industry has fallen for its own spin? To put it to the test, the New Statesman and the Advertising Association gathered a mix of the UK’s top creative and analytical thinkers, as well as emerging talent from the London College of Communication, for a House of Commons debate: “It pays to advertise but not enough to revive Britain.”

The first person to speak was Laurence Green of the 101 London advertising agency. Arguing for the motion, he opened with a reference to some of the hugely successful advertising campaigns he has worked on, such as the Skoda “It’s a Skoda, honest” and “Cake” adverts; the Cadbury’s drumming gorilla; and the Sony ad that featured coloured balls bouncing down the streets of San Francisco to mark the arrival of its Bravia LCD range. However, while one can’t dispute the value of these advertising campaigns for the companies in question, Green felt they did little to stimulate the economy.

“We didn’t sell a car to anyone who wasn’t already in the market for a car,” he reflected. “And even though Sony had to build a new factory to cope with demand, it was the collapse of the price that was driving market growth – we were simply harvesting a share of that market.”

In Green’s view, advertising supports individual organisations, and those alone, because most companies use advertising to preserve higher pricing structures rather than create demand. Therefore, he said, the role advertising has to play in reviving the British economy is limited: “When faced with a similar tough economic environment, President Roosevelt did not build a brand, he built bridges. I suspect bridges are a better way to build Britain.”

This idea that investing in infrastruc-ture offers a viable way out of our economic mire was not disputed by the next speaker, Sam Blackie of Deloitte. He agreed that it was hugely important to get the country spending.

“There is consensus in the UK and ­Europe about needing to use economic growth and spending to get us out of this mess,” he said. “We need to grow markets to escape our malaise and advertising is fundamental to doing that.”

Blackie referred to advertising as a “Darwinian process that improves products, brings people together, matches buyers with sellers, and creates markets that otherwise wouldn’t exist”. For evidence of what this means in practice, readers should turn to the aforementioned Advertising Pays report, which demonstrates how advertising facilitates competition through price promotion, product differentiation and innovation, which in turn helps new entrants to penetrate markets. Take broadband advertising, which Deloitte estimates is responsible for 36 per cent of take-up in UK households; or the £200m savings on schoolwear that parents benefited from in 2010, “thanks to supermarkets advertising their intense price wars”.

Advertising also enables the digital economy by providing funding for free search activities, social media, instant messaging and most websites, which in turn provide £5bn in value to customers. And let us not forget the social contribution of advertising such as the government campaign “Don’t Advertise Your Stuff to Thieves”, which reduced the cost of crime by £189m.

Indeed, the findings of the Deloitte report are supported by other studies, such as a McKinsey paper, published in March 2012, which concluded that advertising is an economic growth engine that accounts for 15 per cent of GDP growth across the G20 economies; and Leo Burnett’s research into the effect of the Department for Transport’s drink-driving campaigns, which stated that over a 30-year period “this relentless pursuit of potential drink-drivers saved almost 2,000 lives, prevented more than 10,000 serious injuries, and created a value to society of £3bn”.

Nonetheless, doubts were raised about the value of relying on a sector that encourages consumerism in order to help any country recover from a debt crisis. As Luke Owen, a student at the London College of Communication, argued: “How can an industry that encourages people to spend bring us back from this [crisis], when it is this [debt] that got us here to start with?”

Owen also felt that advertising was becoming increasingly irrelevant as “people don’t watch adverts any more”. “The harder advertisers strive to get attention, the more annoying they become,” he said. “Dave Trott [founder of the Gate advertising agency] said 90 per cent of ads are invisible. Ninety per cent is far too high a fail rate for an industry capable of saving an economy.”

Max Lehner, however, wasn’t convin­ced of this argument. Also a student of advertising at the London College of Communication, he said that regardless of how ineffective some may consider ­advertising to be, in the main it still works. He referred to the case of Nike, which, in the early 1990s when everyone was cutting back on advertising spend, did the opposite.

“They did something different to what everyone else was doing. Instead of saving money, they spent even more money on building their brand. Recognition is now 900 per cent higher than when it [the campaign] began.”

But the main focus of this debate was not on how effective advertising may or may not be in terms of brand awareness. It was on whether the advertising industry could provide a much-needed boost to the UK economy. And on that issue, the house was united in favour of the motion.

It is not advertising that is going to revive the economy, it was argued, but better, stronger manufacturing – “We’ve sold our gold reserves, water companies, air-traffic control, Land Rover, Jaguar and Rolls-Royce. When we want new railways we go to Germany; when we want new power stations we go to France,” was one comment. “Our economy is at the mercy of politics” was another, highlighting the proposed merger between BAE Systems and EADS, which failed as following intervention by the German government: “No amount of advertising would have closed that deal.”

Meanwhile another guest blamed the advertising industry for not stepping up to the plate. If an advert can result in a product selling out almost immediately – such as the M&S ad for a chocolate pudding that sold out within 48 hours – then the reason why advertising is “failing to lift us out of recession is that advertisers aren’t good enough”, she said.

The debate closed with Sam Blackie attempting to rebut some of these sensible comments. “The point was made that, if no one has any money, how can they spend it? Well, if you don’t tell people about a product how are they going to buy it?” he retorted.

“We can’t advertise our way out of trouble, but equally we can’t get out of trouble if we don’t advertise.”

Persuasive as he may have been, it was not enough to turn the house, and when it came to the final vote it was overwhelmingly in favour of the motion. Advertising, it would seem, does pay – just not enough to revive our economy.

Sponsored content from Advertising Association. For further details about advertising’s economic impact please go to www.adassoc.org.uk/advertising-pays

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Qatar is determined to stand up to its Gulf neighbours - but at what price?

The tensions date back to the maverick rule of Hamad bin Khalifa al-Thani.

For much of the two decades plus since Hamad bin Khalifa al-Thani deposed his father to become emir of Qatar, the tiny gas-rich emirate’s foreign policy has been built around two guiding principles: differentiating itself from its Gulf neighbours, particularly the regional Arab hegemon Saudi Arabia, and insulating itself from Saudi influence. Over the past two months, Hamad’s strategy has been put to the test. From a Qatari perspective it has paid off. But at what cost?

When Hamad became emir in 1995, he instantly ruffled feathers. He walked out of a meeting of the Gulf Cooperation Council (GCC) because, he believed, Saudi Arabia had jumped the queue to take on the council’s rotating presidency. Hamad also spurned the offer of mediation from the then-President of the United Arab Emirates (UAE) Sheikh Zayed bin Sultan al-Nahyan. This further angered his neighbours, who began making public overtures towards Khalifa, the deposed emir, who was soon in Abu Dhabi and promising a swift return to power in Doha. In 1996, Hamad accused Saudi Arabia, Bahrain and the UAE of sponsoring a coup attempt against Hamad, bringing GCC relations to a then-all-time low.

Read more: How to end the stand off in the Gulf

The spat was ultimately resolved, as were a series of border and territory disputes between Qatar, Bahrain and Saudi Arabia, but mistrust of Hamad - and vice versa - has lingered ever since. As crown prince, Hamad and his key ally Hamad bin Jassim al-Thani had pushed for Qatar to throw off what they saw as the yoke of Saudi dominance in the Gulf, in part by developing the country’s huge gas reserves and exporting liquefied gas on ships, rather than through pipelines that ran through neighbouring states. Doing so freed Qatar from the influence of the Organisation of Petroleum Exporting Countries, the Saudi-dominated oil cartel which sets oil output levels and tries to set oil market prices, but does not have a say on gas production. It also helped the country avoid entering into a mooted GCC-wide gas network that would have seen its neighbours control transport links or dictate the – likely low - price for its main natural resource.

Qatar has since become the richest per-capita country in the world. Hamad invested the windfall in soft power, building the Al Jazeera media network and spending freely in developing and conflict-afflicted countries. By developing its gas resources in joint venture with Western firms including the US’s Exxon Mobil and France’s Total, it has created important relationships with senior officials in those countries. Its decision to house a major US military base – the Al Udeid facility is the largest American base in the Middle East, and is crucial to US military efforts in Iraq, Syria and Afghanistan – Qatar has made itself an important partner to a major Western power. Turkey, a regional ally, has also built a military base in Qatar.

Hamad and Hamad bin Jassem also worked to place themselves as mediators in a range of conflicts in Sudan, Somalia and Yemen and beyond, and as a base for exiled dissidents. They sold Qatar as a promoter of dialogue and tolerance, although there is an open question as to whether this attitude extends to Qatar itself. The country, much like its neighbours, is still an absolute monarchy in which there is little in the way of real free speech or space for dissent. Qatar’s critics, meanwhile, argue that its claims to promote human rights and free speech really boil down to an attempt to empower the Muslim Brotherhood. Doha funded Muslim Brotherhood-linked groups during and after the Arab Spring uprisings of 2011, while Al Jazeera cheerleaded protest movements, much to the chagrin of Qatar's neighbours. They see the group as a powerful threat to their dynastic rule and argue that the Brotherhood is a “gateway drug” to jihadism. In 2013,  after Western allies became concerned that Qatar had inadvertently funded jihadist groups in Libya and Syria, Hamad was forced to step down in favour of his son Tamim. Soon, Tamim came under pressure from Qatar’s neighbours to rein in his father’s maverick policies.

Today, Qatar has a high degree of economic independence from its neighbours and powerful friends abroad. Officials in Doha reckon that this should be enough to stave off the advances of the “Quad” of countries – Bahrain, Egypt, Saudi Arabia and the UAE - that have been trying to isolate the emirate since June. They have been doing this by cutting off diplomatic and trade ties, and labelling Qatar a state sponsor of terror groups. For the Quad, the aim is to end what it sees as Qatar’s disruptive presence in the region. For officials in Doha, it is an attempt to impinge on the country’s sovereignty and turn Qatar into a vassal state. So far, the strategies put in place by Hamad to insure Qatar from regional pressure have paid off. But how long can this last?

Qatar’s Western allies are also Saudi Arabia and the UAE’s. Thus far, they have been paralysed by indecision over the standoff, and after failed mediation attempts have decided to leave the task of resolving what they see as a “family affair” to the Emir of Kuwait, Sabah al-Sabah. As long as the Quad limits itself to economic and diplomatic attacks, they are unlikely to pick a side. It is by no means clear they would side with Doha in a pinch (President Trump, in defiance of the US foreign policy establishment, has made his feelings clear on the issue). Although accusations that Qatar sponsors extremists are no more true than similar charges made against Saudi Arabia or Kuwait – sympathetic local populations and lax banking regulations tend to be the major issue – few Western politicians want to be seen backing an ally, that in turn many diplomats see as backing multiple horses.

Meanwhile, although Qatar is a rich country, the standoff is hurting its economy. Reuters reports that there are concerns that the country’s massive $300bn in foreign assets might not be as liquid as many assume. This means that although it has plenty of money abroad, it could face a cash crunch if the crisis rolls on.

Qatar might not like its neighbours, but it can’t simply cut itself off from the Gulf and float on to a new location. At some point, there will need to be a resolution. But with the Quad seemingly happy with the current status quo, and Hamad’s insurance policies paying off, a solution looks some way off.

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