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Message Preserving the past • Capturing the present • Inspiring the future Annual Review 2024
The ad industry is going through a period of tumultuous change, driven by technol-ogy and the changing media landscape. While AI is already having a huge impact on everyday tasks, its profound implica-ons for how we all do our jobs are only just beginning to emerge. At the same me the geopolical cer-taines of the postwar consensus have been blown away and consumer con-dence has been hit by the volality of global nancial markets. All of which is squeezing margins and making agency bosses scrunise their costs harder than ever. Through all this turbulence, agencies will connue to rely on the business of pitch-ing to win new business. And, with brands increasingly looking to their herit-age to retain consumer trust and inspire creavity, HAT’s Brand Archaeology ser-vice provides an incredibly good value deep dive for agencies when pitching to long heritage brands. Imagine, next me you're pitching, you could have a pack delivered with an en-re catalogue of brand assets from the original launch to the present day. Well, you can right now - from HAT. That brand muscle memory. The se-crets you might unearth, that even your clients might not know. HAT has helped several agencies win major new business by demonstrang an understanding of the brand thereby creang a strong bond. Someone who knew their stu on the world stage (Winston Churchill no less) said that if you don’t understand the past, how can you possibly hope to change the future? A great lesson for world leaders in these turbulent mes but also agency senior management. Against this background, I’m happy to report that 2024 was a year of consolida-on for the charity, governed by a seled Board of Trustees, all of whom are acvely engaged in the industry. I’d like to thank them and all our sta and volunteers who connue to work their magic by promong agency legacy, pre-serving brand heritage, inspiring stu-dents and supporng demena care – all proving that adversing can be a force for good. Click on the QR code to access more in-formaon about Brand Archaeology “HAT’s Brand Archaeology service provides an incredibly good value deep dive for agencies when pitching to long heritage brands “ Tom Knox Chair 2008 Hovis - Go On Lad (HAT59_33_1_1) 1 YOU need HAT!
2 Following a year of consolidaon there was hope that 2025 would be a year of a modest pay rise and a low inaon-proofed archive fee increase. But aer seling on a budget of modest growth, the living wage was hiked and the spec-tre of non-business VAT apporonment loomed. Most charies tug on the emoons, but HAT relies on the adversing industry for its support. In the spirit of The Naonal Archives’ agile descripon of HAT, we will connue to make do, thanks to the brands that appreciate their heritage assets and the happy band of agencies that support us through Brand Archaeol-ogy. However, we really need your help to aord markeng support to promote adversing legacy, so our challenges to the industry for 2025 are: ARCHIVE Our new Archive 7 gives us ad-dional shelf space to accommo-date some new brand collecons and join the household names of Butlin’s, Ginsters, Heinz, Hovis, pladis and Vimto – brands that rec-ognise the importance of their heritage. We need two new brands to ll those shelves. SUBSCRIBE Brand Archaeology is proven to help agencies win busi-ness. The subscripon fee of £2,400 a year is a fracon of an agency’s annual pitch budget. As Paul Bainsfair, Director-General of the IPA, says “Being able to talk about the long adversing history of a brand is an advantage any agency would love to have when pitching for a new client.” We need at least ve more agencies to sign up. SPONSOR The AdWomen exhibion has shown how sponsorship can be eecve for both HAT and our partners. Exhibions give us a shop window and we’d love to do more. There are two opportunies – in 2026 we are working with the Adversing Associaon on its 100th anniversary and, the following year, we hope to celebrate the use of humour in adversing. Both will need sponsoring. DONATE Over the past few years, we’ve made our assets work to sup-port demena care through our reminis-cence service, Ad-Memoire. It relied on grant funding as its business model, but three of our main charitable trust sup-porters are either closing or re-aligning priories. We need to re-boot what we know helps triage and treat paents and, with 944,000 demena paents and 31 million healthcare professionals, carers, family members and friends aected by the disease (source: Alzheimer’s Re-search UK), your donaons would show that adversing can be a force for good. So the benets are clear for brands and agencies and I’d love to start a conversa-on about how you can be part of the story in 2025 and join our supporters listed on the back page. john@hatads.org.uk or 01508 548623. “...we really need your help to aord markeng support to promote adversing legacy ...” John Gordon-Saker Execuve Director HAT needs YOU! Vimto (VIM 5_2_34)
3 Stories from the archive 2024 has seen another full calendar of work and events for our archive team. HAT’s archive received an excellent 38 accessions in total from new donors. You can view the selected gis and new arrivals secon, to get a avour of some of these wonderful addions to the archive. Annual project work has included a talk on UK airline archives at HAT, given to the ‘Innity and Beyond Conference’ at Brish Airways HQ (see p4), and a welcome visit from the McVie’s senior markeng team at Pladis, to look over all of the amazing heritage material relang their sub-brands (see p5-6). The premier event of the year however was the opening of Archive 7 by Lord Sharkey in May (see p7-8). The compleon of this long-awaited building project has provided almost 500 cubic meters of sustainably sourced shelving space for new client collecons. Our newest brand client, Ginsters, had the honour of becoming the rst to have their archive housed in our new, state of the art facility. This was shortly followed by the transfer of the Ebiquity archive, a vast and naonally important collecon of vintage adversing material, covering 30 years and mulple media. We would like to say a huge thank you to the Foyle Foundaon for their generous contribuon towards the cost of Archive 7’s shelving, provided by Bruynzeel. 2024 was also a year of change for two of our oldest agency archive clients. Y&R (VMLY&R) and JWT (Wunderman Thompson), together they have over 150 linear meters of some of the most important industry heritage preserved at HAT. Founded as Carlton & Smith in 1864, J Walter Thompson (JWT), as it became known, was the rst American agency to come to Britain when it opened a European Sales Oce in London in 1899. Young & Rubicam (Y&R) was also founded in the US in 1923 and set up a London oce in 1945. Ten years later the agency was responsible for the very rst UK TV commercial, a spot for Gibbs SR toothpaste. The agencies are amongst the most awarded in the industry, and their creave heritage features iconic work for many of the biggest and most inuenal brands of the tweneth century. This year they were merged by their parent company WPP to form VML, which is now one of the largest agencies in the world, connecng a global network of over 26,000 people across 60+ markets. The renamed VML Archive connues to serve as a vital record of the amazing work and achievements of the people and organisaons that came before. Alistair Moir Deputy Director 1950s JWT adversing shoot (JWT_3_9_10_7) Have a look at our eBay shop for books and other merchandise:
4 From Innity to Beyond Earlier in the year archivist Mark Pitchforth was invited to be a speaker, represenng the History of Adversing Trust, at the From Innity to Beyond conference, exploring civil aviaon history and archives, organ-ised by The Aviaon and Aerospace Archives Iniave (AAAI), and host-ed by BA at the Brish Airways Heritage Centre, Heathrow. It was a delighul event in inspiring surroundings which gave Mark the oppor-tunity to meet a wide range of interesng people from various walks of life. Inspired by an old BOAC adversing slogan he had come across during his research, Mark entled his talk A dream of eortless ight: UK air-line archives at the History of Adversing Trust. HAT of course holds the largest collecon of UK adversing archives in the world so inevitably this includes many relang to Brish airlines and in some ways the challenge was deciding what not to use and whiling down the list of sources to something appropriate. In the end using examples including print adversing dang from the 1930s onwards and early UK televi-sion commercials through to the modern day, the talk hopefully was able to illustrate how the markeng of commercial ights has changed and evolved over the decades. Material used related to a range of air-lines from big names such as Brish Airways and Virgin Atlanc to smaller companies such as Dan-Air and Britannia and some now de-funct including Imperial and Monarch. The response to the lecture was incredibly posive with a great deal of interest both during and aerwards. Many in aendance had not been previously aware of HAT’s existence and certainly not the depth of our collecons and subsequently we have had several enquiries and sug-gesons of possible visits in the future. The old clips of commercials went down parcularly well and provoked a great deal of humour and nostalgia amongst the audience. A bonus for Mark alongside being able to promote HAT and contribute to the day, was a rst me visit to BA’s impressive head-quarters and a fascinang tour of their Heritage Centre led by one of their volunteers. Jam-packed full of archives and arfacts it is a goldmine for anyone with an interest in civil aviaon history. He also had the great pleasure of listening to the other speakers at the Conference including amongst others, keynote speaker Allan Winn, Chair of AHUK on The challenge of keeping archives safe and accessible; Dr Lewis Smith, Lecturer in Markeng at Brunel University on BOAC and the Promoon of the Brish World and Alice Millard, Archivist from West Sussex Record Oce describing her project to catalogue Sir Freddie Laker's Archive. The Conference was brought to a close by organisers Lucy Bonner and Alison Turton, who introduced the Survey of UK Airline Operators, a resource which HAT has contributed informaon to. It is intended to provide a comprehensive guide to the locaon and content of UK airline archives across the country, comple-menng the exisng survey into archives of aircra manufacturers. Go to www.aviaonarchives.uk for more informaon. Mark Pitchforth Assistant Archivist 1952 BOAC (FCB_22_2_10) Brish Airways (HAT21_553_1_22_1_4)
5 ‘Inspired by our heritage’: pladis Christmas visit 2024 The HAT team were delighted to be able to help archive client pladis Global (owners of McVie’s, Carr’s and Jacob’s amongst many other leading brands) celebrate the fesve season at their Chiswick Park oce with an exhibion of Christmas related material along with other gems from the collecon. The specially curated display on 17th December showcased seasonal catalogues and price lists dang back to the early 20th century, fesve biscuit ns, vintage adversing, sta magazines and a 1904 recipe book. Also featured was Robert McVie’s original notebook from 1899 containing observaons and diagrams on new product/factory developments from his fact-nding trip to the USA and a photograph album recording McVie’s sta who served in World War II. Biscuit man-ufacturing footage from the 1920s and a reel of historical McVie’s TV commercials for core brands such as Jaa Cakes, Penguin and Digesves were shown in the background. pladis Heritage Hub at the Chiswick Park oce
6 HAT sta – along with Phil Wright, pladis’s Brand Protecon Manager - were on hand to talk through items of interest and provide addional informaon as required. Team members from across the business were fascinated to see their company’s original archive material for themselves and discover how Christmas was marketed from the Edwardian peri-od onwards. The pladis Christmas event followed up a brand visit to HAT in November. The McVie’s markeng team were given a be-hind-the-scenes archive tour (including the Jaa Jonut sculpture, biscuit factory rollers and King Charles III’s Coronaon cake ce-ramic objects) and then taken through a meline presentaon on company history to help set the scene - from the foundaon of the business by Robert McVie in 1830s Edinburgh right up to the present day ‘True Originals’ brand plaorm. HAT sta curated displays for individual products highlighng key examples of print adversing, packaging and TV commercials in addion to illus-trang the evoluon of the company logo and trademarks. The McVie’s team went away with new insights into how their rich heritage could help inform current markeng campaigns. Eve Read Archive Collecons Manager 1924 McVie & Price Christmas List (GD381_3_49) c.1940s McVie & Price (UB7_1_1 ) 1924 McVie & Price Christmas List (GD381_3_49)
7 On the 14th of May 2024 HAT hosted an event to celebrate the opening of Archive 7 aended by many specially invited guests. Former adversing industry leader Lord Sharkey formally opened Archive 7, saying that ‘Adversing is a reecon of social history and HAT ensures that issues like colonisaon, inclusivity, sustainability and diversity on and o screen are preserved, placing any controversy in context.’ Tom Knox said: ‘Ebiquity will ll the gaps in our archive over a period that has seen three industrial revoluons (electronic, digisaon, humanisaon) and a boom in crea-vity across all media. For agencies, this is gold dust. Our Brand Archaeology service gives them historical insight when pitching to heritage brands and Ebiquity will now make those deep dives even more valuable. If you don’t understand the past, how can you possibly help clients in the future? Since launching in January, the service has contributed to some big wins for agencies for a fracon of their pitch budgets.’ Archive 7 which provides an addional 2,000sq to HAT’s exisng 8,000sq of archive space was primarily created to house the Ebiquity archive, a naonally important collecon of UK adversing dang from the 1970s to the 1990s. Autumn 2023 saw the commencement of building work to construct Archive 7, which despite one of the weest and windi-est winters in memory was completed by the Spring of 2024. Archive 7: The New Home of the Ebiquity Collecon Building progress (above & right) Lord Sharkey ocially opening Archive 7
8 Clare Smith Collecons Assistant There is sll space available in the new facility for brands to protect their collecons. John Gordon-Saker commented “Archive 7 will also oer more clients the opportunity to protect their heritage. Space is a crical resource as brands re-assess their oce and stor-age needs and Butlin’s, Ginsters, Heinz, Hovis, Pladis and Vimto appreciate the need to preserve their heritage, by entrusng their prized collecons and digital assets to our care and curaon.” The next task of ng shelving to Archive 7 was completed using sustainably produced Bruynzeel ‘Green Steel’. Finally, in the late summer of 2024 HAT sta undertook the mammoth task of moving over 1300 boxes containing the Ebiquity archive into its new home. The Ebiquity archive is a huge collecon containing tearsheets, U-mac tapes and slides comprising around 4 million items of adversing, dang back to the 1970s. Most of the material is Brish adversing, but there are also several European campaigns as well. The material is extremely important to the herit-age of the UK ad industry and represented a thorough record of adversing creavity and media as well as brand history over a 30–40-year period. HAT sta are now beginning the long task of fully assessing the Ebiquity collec-on, for preservaon and cataloguing purposes, a task that could take several years. Some of the interesng material revealed in early assessments includes press adversing campaigns promong oppy disks and early mobile phones, as well as photographs of London Underground posters and roadside hoard-ings. The addion of this amazing archive will enable us to ll many gaps in our col-lecons and oer a more comprehensive service to educaonal establish-ments, agencies and lm producon companies. 1987 Excell Pocketphone (HAT63) Archive 7 shelving
9 This year at HAT Ads for broadcast AdWomen, the exhibion Ongoing developments 1961 Bri-Lon Knitwear (HAT20_2_5) Page 15-16 Page 13-14 Page 11-12 Page 10 Selected gis & new arrivals
10 Produced by BBC Radio 4 ‘Sir Salman Rushdie talks to John Wilson about his formave creave inuences and experiences.’ We supplied a number of ads featuring the work of Sir Salman Rushdie. Ads for broadcast We have a vast collecon of TV commercials that we draw upon when asked by producon companies and TV/lm studios for archival commercials. These ads have a wide variety of uses and help to give authenc historical and social context in any number of producons and sengs. The collecons are always growing and we are connually digising the commercials and making them available to view on our online catalogue for free. This is an invaluable resource for researchers, students and anyone interested in a bit of a nostalgia hit. All enquiries sent to enquiries@hatads.org.uk will be replied to as quickly as possible. Some examples of projects we worked on during 2024 include: This Cultural Life: Salman Rushdie Produced by Swan Films for BBC Arts ‘Best-selling novelist and journalist Dame Jilly Cooper candidly reects on her life and work, and how it has held up a mirror to our sex lives, class obsessions and relaonships.’ We supplied a 1980 commercial for The Sunday Times featuring Jilly Cooper. Jilly Cooper - In My Own Words Twiggy Produced by Salamanda Media for Channel 5 We supplied a number of ads for this nostalgic look back at beloved Brish confeconery from decades past. The Sweets and Snacks We Loved and Lost Daley – Olympic Superstar 1980 Aero - Unforgetabubble 1980 The Sunday Times—Jilly Cooper 2010 Marks & Spencer - Spring Fashion 1978 Monster Munch - Three Monsters 1970s Findus Curry - Dinner for Two Produced by Film Soho ‘A documentary focused on the life and mes of the greatest ‘IT’ girl of all me, Dame Lesley Lawson, beer known as Twiggy.’ We supplied the well known M&S ads featuring the iconic Twiggy. Produced by Rogan Producons for Channel 4 We supplied TV commercials for this documentary which ‘examines how Britain’s Asian community was targeted with a campaign of violence and murder between 1976 and 1981, as Naonal Front acvity became increasingly prominent.’ Produced by The Mob Film Company Ltd for BBC We supplied several Lucozade ads for this documentary on Daley Thompson which ‘takes an epic journey to tell the story of the complex man behind one of the greatest all-round athletes the world has ever seen.’ Deance: Fighng the Far Right The 1970s: Those Were the Days Produced by Orchard Studios for Channel 5 ‘An aeconate look at life in 1970s Britain - the news, fads, fashions, music and more.’ We supplied examples of ads for 1970s food. 1984 Lucozade - Training
11 AdWomen An Exhibion exploring 100 years of women in adversing The History of Adversing Trust was excited to announce the launch of a new exhibion in collaboraon with the Museum of Brands (MoB) exploring 100 years of women in adversing. The exhibion, AdWomen, opened on November 8, 2024 and runs unl April 28, 2025 at MoB’s Nong Hill venue. This provocave exhibion analyses adversing as both a cultural mirror and shaper; an acve agent in curang women’s societal and domesc roles through dening periods of social histo-ry. Featuring iconic adverts from the 1920s to the present day, AdWomen looks at the challenges and achievements of cre-ave women behind the adverts and the portrayal of women within the adverts themselves. Taking the theme of female power depicons in adversements, the exhibion considers how adversing has both perpetuated power over women but also empowered women over the past 100 years, what has (and hasn’t) changed in Brish society and where the future might lie for brands to beer reect women in all their dimensions. AdWomen brings together the world's biggest archive of brand communicaon and Robert Opie’s phenomenal collecon of packaging and is supported by the exhibion’s Corporate Part-ner, Mars. The rich content features historic Maltesers ads, a chronicle of WACL’s heritage and a documentary exploring the challenges and successes of the women who created iconic commercials. 1998 Chanel (HAT20_2_6) 1992 Cadbury’s Flake (HAT59_17_10_365) 1950 Simoniz (HAT32_71)
12 Alice Kain, Curator at the Museum of Brands says: “The Museum of Brands is excited to be partnering with the History of Adversing Trust to create this unique exhibion. Showcasing both archives provides an incredible opportunity to delve deep into the subject of the portrayals of women in adversing over the last century. Working together we have been able to curate a variety of commer-cials, printed adverts, objects, and ephemera which allow for a rich exploraon of the changing role of gender in adversing.” John Gordon-Saker, Execuve Director of the History of Adversing Trust said: “We’re delighted to be partnering with the Museum of Brands on an exhibion whose content is very familiar, having just curated WACL’s centenary celebraons. Our purposes as an archive and museum may be dierent, but we share a common desire to pro-mote adversing as a force for good and, whilst we have so much content to contribute, the Museum of Brands provides the perfect venue to stage this excing, current and relevant exhibion and its supporng events and seminars.” AdWomen is supported by Industry Partners, the Adversing Associa-on (AA), the Incorporated Society of Brish Adversers (ISBA), the Instute of Praconers in Adversing (IPA) and Women in Ad-versing and Communicaons Leadership (WACL). It was inspired by the fantasc Mad Women documentary, the story of pioneering women making iconic TV ads that changed the world, which was pro-duced by South Shore and aired on Channel 4 in May 2023. Tickets for AdWomen are included in the general admission price of the museum and can be bought here. 1938 Women in Agency Pracce - JWT (Adverser's Weekly 29-09-38) 1981 Kellogg's All-Bran (HAT20_2_1_10_9_11)
13 HAT Archive regularly benets from the wonderful donaons of material it receives as gis to its permanent archive and library collecons in addion to archive client deposits. We would like to thank the following donors and depositors: Murray Glover’s Royds London Adversing Agency Photo Journal and Memoir (digital deposit) 1960s-1980s Donated by Gavin Sandeman Murray Glover (1933-2021) was an Account Director at the Royds Agency for 26 years. He was a keen and amateur photographer, and this collecon forms a personal record of life at the company. The images cover personalies, meengs, reportage shots, board room and pares. The Claude Keith Collecon 1970s-1980s Donated by Claude Keith Claude Keith worked as an account director for several of the UK's top adversing agencies including DMB&B and WCRS on accounts such as Mars Confeconery, P&G and Pedigree Pet Foods. The Ray Barker Commercials Collecon c.1962-1998 Donated by Alexander Gardiner During his career Raymond (Ray) Barker (1938-2023) worked for Colle, Dickenson & Pearce (Head of Television), Barker & Stone (own company), Young & Rubicam, Ogilvy & Mather and D'Arcy Masius Benton & Bowles as a producer on a variety of brand campaigns including Silk Cut, Hamlet cigars, Smirno and many others. The Robert Edwards Collecon 1970s-2000s Donated by Robert Edwards Comprises material from Robert [Bob] Edwards' career at the TBWA, Edwards Marn Thornton and Le Field agencies (a founding partner of the laer two). Includes proofs (laminated and other), audio-visual material, agency brochures, voucher copies of ads, photos and brand idenes. The William Eccleshare Collecon 1980s-2000s Donated by William Eccleshare A compilaon of JWT and APL documents, papers and memorabilia. William Eccleshare was Global CEO of Clear Channel Outdoor, one of the world's largest Out-of-Home adversing businesses (2012-2021). He began his career with JWT and was employed by them in various roles, from 1978-1996. William was CEO of Ammira Puris Lintas (1996-1999), Partner at McKinsey & Company (2000-2002) and Chairman & CEO of Young & Rubicam Group (2002-2005). The Steve Rowland Collecon 1988-2000s Donated by Steve Rowland Steve Rowland is a graphic designer and art director, based in Norfolk, who has worked with many leading brands over the past 30 years. His current agency is ROWL&CO, based at Bloeld Heath near Norwich. The Rob Purdie Collecon 1970s-1980s Donated by Rob Purdie Comprises material from Robert [Rob] Purdie's career as an adversing agency art director. Includes print adversing, awards and audio-visual material. Selected gis and new arrivals Producon photo of Electrolux commercial featuring Murray Glover Ray Barker William Eccleshare
14 The pladis United Biscuits Collecon (accrual) Archive client deposit Royal Cake related artefacts (pladis Global/McVie’s): Queen Elizabeth II Planum Jubilee cake oral sugar work (2022) and King Charles III Coronaon cake ceramic objects with piece of fruit cake (2023). The John Taylor Collecon c.1963-2010s Donated by Alexandra Taylor Art Director John E. Taylor was a leading London graphic designer who worked in adversing for over 40 years at agencies including Grandeld Rork Collins, McCanns, Saatchi's, Masius Wynne-Williams and Momentum. History of Adversing by Graham Thomas (Volumes 1-4, digital deposit) 2024 Donated by Graham Thomas Graham Thomas, FRSA is a former adman and cultural historian. He is wring a nine-volume history of adversing. E.F. Andrews Collecon of Souvenir and Commemorave Newspapers 1899-1981 Donated by Katy Andrews Collecon compiled by Ernest F. Andrews (a former Fleet Street Photographer). Comprises various individual newspaper tles, mainly related to Royal special occasions and events. Educaon Films Bureau 1950s-1960s Donated by Neil Paterson Collecon of commercially sponsored lms (including Ovalne shorts) from the Educaonal Films Bureau, a lending library run by Neil Paterson's parents from 1928 to the mid-1980s. The Vimto Archive (accrual) Archive client deposit Vimto archive material including correspondence re: Vimto trademark (1914), sta photographs/memoirs, ‘Bubbles of Health’ leaet, wall of Vimto showcards and adversing material. We would also like to thank the following who have generously donated archive material, books, journals, commercials, artefacts and adversing ephemera (including to client collecons): Adam Bell (Butlin’s), Michael Brancalion, Janet Brewerton, Sally Church (Butlin’s), John-Paul Clough, Ian Doyle, Mike Doyle, Amanda Falkson, Ted Goater, Carol Hobbs (Butlin’s), House 337 agency, Les Hurn, Anne Iacovazzo, Neil Kennedy, David Morris, David Morse, Anne & Jonathan Oakes, M. Randall (Butlin’s), Tina Rykens-Weir, Gavin Sandeman, Andrea Shaw, Anna Stone, George Theo, John Tylee, Chloe Veale, Graham Watson Coronaon Cake Decoraons 2022 Planum Jubilee cake
15 Since joining HAT at the beginning of September, I have predominantly focussed on the areas of Educaon and Ad-Memoire. A meeng of UK scholars currently acve in markeng history was convened at the end of November, not least to address the future of this eld and HAT’s place within that. PhD and post-doctoral opportunies are few, but HAT is recognised as a unique and outstanding collecon and there is great willingness to work together. If markeng history is facing challenges in the UK, the same might not be said for Scandinavia, where there is a vibrant community. So, I was delighted to be invited to give the keynote paper at the Nordic Markeng History workshop in Uppsala in February. Speaking to the tle, ‘Genius, don’t remember the product but certainly remember the advert’: being a markeng historian and the History of Adversing Trust, it was an opportunity to reect on the nature of the brand communicaons archive today, and the challenges facing researchers in working with such material. Following that, I have been asked to contribute a chapter to an edited collecon on markeng history since the 1970s. Most researchers come to learn about HAT through published outputs, so this is a crucial contribuon to the archive’s prole. Ongoing Developments Uppsala University - above and boom right Workshop at Uppsala University
16 Eorts are also being made to make the archive accessible to early years both at Key Stage (KS) 2 and KS3. At KS3 we aim to use the archive to tackle social mobility across Norfolk and Suolk, opening the eyes of young people to potenal careers in the creave industries. In-school sessions will complement the history curriculum as well as giving pupils the opportunity to meet industry praconers. Support has been oered by the Norfolk and Suolk Careers Hub, the Norfolk School Leaders’ Associaon (NSLA) and the Suolk Associaon of Secondary Headteachers (SASH) as well as the Network for East Anglia Collaborave Outreach (NEACO), coordinang acvies with the University of East Anglia (UEA) and the University of Suolk (UoS). This is a signicant undertaking, dependent on third-party funding: we await the outcome of that. In early February, I was delighted to work alongside the IPA’s CPD Consultant, Gwyn March, to deliver sessions as part of the Speakers for Schools scheme. A case study was presented based on the markeng of Jaguar cars from 1935, up to the rebrand iniaon of November/December 2024. Parcipants were then tasked with producing an agency pitch to launch a new so drink. The results were very impressive with pupils presenng eecvely and providing a range of creave soluons. For undergraduates, a naonal compeon is in prospect. This scheme will have university students devising markeng strategies leveraging brand heritage in a contemporary market. Beyond being an excellent opportunity to apply their learning, this iniave eecvely serves HEIs’ employability agenda. A pilot project will run in the second semester of 2025/26, and we are delighted to be working with Ginsters, on whom the rst case study will be based. Ad-Memoire, whilst an excellent product, requires some rethinking. It is oen the case that group use in a hospital or care home is not possible. Some of the greatest impact is achieved in a one-to-one seng and might best be suited to Digital Life Story Work. This approach sases many of the Areas of Interest set out by the Department of Health and Social Care (DHSC). There is an emphasis on the health or wellbeing of paents and users of the NHS, and encouraging interacon between paents and the public. Ad-Memoire is very well suited to these priories, but the ongoing sustainability of the product depends on a viable funding model in the form of a sponsor. To achieve that bona de clinical research is a prerequisite and HAT are delighted to be working with the Cambridge Instute for Music Therapy Research (CIMTR) at Anglia Ruskin University towards that. CIMTR has strong research experse in demena research, receiving the Queen’s Anniversary Prize for Higher and Further Educaon in 2021 for innovaon in music therapy for people living with demena. We believe this will be an important collaboraon which will consolidate the place of Ad-Memoire. To date, a good deal of my me has been spent on groundwork, but in the coming months various iniaves will be consolidated and developed. The aim is to make more people aware of HAT, encourage more widespread use, and celebrate the UK’s extraordinary brand communicaon heritage. Dr David Clampin Development Execuve Cambridge Instute for Music Therapy Research (CIMTR)
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About us 1958 Rivington Carpets (HAT20_2)
President: Nishma Patel Robb Chair Tom Knox, MullenLowe Group Deputy Chair Jo Arden, AMV BBDO Hon. Treasurer Shirley Watson Trustees: Paul Bainsfair, Director General IPA Sally Chan, University of Leeds Rupert Earle, Partner Bates Wells Braithwaite Harjot Singh, McCann Worldgroup Phil Smith, Director General ISBA Kate Stanners, Saatchi & Saatchi Sabina Usher, OMD Stephen Woodford, CEO Adversing Associaon HAT Team: David Clampin, Development Execuve Tim Day, Archive Technician Kim Frances, Finance and Oce Administrator John Gordon-Saker, Director Les Hurn, Research Assistant Alistair Moir MARM, Deputy Director Mark Pitchforth MARM, Assistant Archivist Eve Read MARM, Archive Collecons Manager Clare Smith, Collecons Assistant Pam Smith, Housekeeper David Thomas, Research Manager Volunteers: Janet Brewerton, Katherine Jones John Renton, Emma Swien
18 BENEFITS INCLUDE Guided Tour Annual Dinner Adopt an Ad Desert Island Ads Naming Rights TO REGISTER: David Clampin, Development Execuve Janet Brewerton, John Renton
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