The AANA is launching a full review of the self-regulation framework currently in place in Australia, and at the same time, its own funding model.
Speaking today at the AANA Reset conference in Sydney, John Broome, who has been CEO of the association since September, outlined his view for “the next chapter of the AANA”.
Speaking publicly for the first time since taking on the role, Broome said the recurring theme from members he’s talked to so far, is that “all too often, we seem to forget the most important point is that our businesses are all built on brands and those brands have a tangible real world value”.
“Brand needs to be at the heart of everything we do,” he says.
“Success rests on the value of our brands, not just the next month's promotional plan or zero based budgeting. There is a sweet spot for marketers to drive future value that will make boards and CEOs sit up and take notice, no one can do it with the credibility that marketers can.”
He added that the AANA’s role is to be the “collective voice” for brands and the issues that impact them - with a priority being maintaining a strong self-regulatory system.
“In a world that is focused on the negative, and an environment that is shifting from when people trusted self-regulation, to one where no-one trusts anyone unless compliance is proven, the best line of defense is a strong self-regulation system trusted by all stakeholders.
“It’s my responsibility to make sure people trust and value this system, that it is fit for purpose and fit for the future. This is my priority as CEO.”
The AANA will undertake a full strategic review over the next 12-18 months that he says will “evaluate and design out shortcomings of the current system and build on what is working”.
It will also review its membership and funding model. The AANA is funded by members, with much of its resources spent on developing and improving self-regulation to ensure that Australian advertisers advertise responsibly and avoid stricter government intervention.
Broome told the room, made up of existing members and non-members, that their ability to grow their brands is directly proportionally to their involvement in the system, urging non-members to join and members to step up and be part of the process.
“Don't leave it to the other guy to step up.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at email@example.com