Advertising industry studied

Press, 9 March 1984, Page 11

Advertising industry studied

The advertising industry is studying a report intended to set down a blueprint for its future. The report, produced by Sir George Chapman for the Association of Accredited Advertising Agencies, has been circulated within the industry and will be kept under wraps until its conference early next month in Rotorua. Sir George looked at, and made recommendations on, a range of issues including the future of television, the impact of closer economic relations with Australia, new technological developments and advertising agency renumeration. He was selected for his wide business experience but impartiality towards the industry, and the study took six months to complete. “I have directorships in 11 companies, but no direct connections in the industry at any level,” said Sir George. His only contact

with advertising was in relation to election campaigns in his years as the National Party’s chairman. “It has been very interesting and challenging. Advertising was a completely new area but my business background has been very valuable,” he said. Sir George believed the report was the first comprehensive industry study undertaken privately and not by the Industries Development Commission. The study involved collecting financial and other information from the 48 agencies in New Zealand, speaking to media groups and major advertisers, and examining the advertising market and agency procedures in Australia. The agencies’ association executive director, Mr C. Ineson, said advertising was a growth industry. “Any industry with any growth needs fairly good guidelines as to where it is going to be in five, 10 or 15 years time.”