Claudine Collins from EssenceMediacom highlighted the aspirations of contestants on The Apprentice, especially the desire for traditional advertising formats like TV and billboards. This year's participants exemplified a longing for trust-building methods, particularly showing that many young entrepreneurs feel traditional media, like TV, remains out of reach. Collins underscores the need for the advertising industry to better convey the accessibility of comprehensive media plans to smaller UK businesses, emphasizing local representation and authentic inclusivity in marketing efforts to resonate with diverse communities.
Seeing so many young entrepreneurs dream of traditional advertising formats chimes with our signaling research, which found that TV tops the list of advertising channels that build trust.
Many smaller businesses, even those with serious scale in regions across the UK, may not think that this type of advertising is accessible to them.
As an industry, we need to do better at informing businesses across the UK that they can access and afford a fully-fledged media plan.
GroupM's new research, Shaping the Nation, tells us that local representation in advertising matters to communities across the UK.
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