Credos

Credos is an advertising think-tank established in early 2010 by the Advertising Association, as part of their mission to re-build public trust in advertising and maintain the freedom to advertise responsibly in the UK. It is funded by the advertising industry and overseen by an advisory board to assure the quality of its work. Credos' mission is to 'understand advertising': its role, how it works, how it is perceived and its value to UK society and the economy.

Hamish Pringle, Director General at the IPA, stated that 'Credos is a big step forward for the industry and we're delighted to see Tim Lefroy's 'Front Foot' initiative delivering on its promise so soon, thanks to great support from key advertisers, media owners and agencies.’

Credos has been described as the ‘brainchild' of Tim Lefroy, the Chief Executive of the Advertising Association. Tim has worked in marketing management at Cadbury plc and Gillette (brand), and was CEO of Young and Rubicam in the UK.

Karen Fraser is Credos’ Director, and her previous work has been featured by BBC2's Newsnight, BBC Radio 4's Today Programme, Radio 5 Live, The Economist, the New Statesman and the Financial Times. She also founded the Ethical Reputation Index (ERI) and won a place on Harvard Business Review's Breakthrough Ideas list for her work on ‘conflicted consumers’. Mark Choeke, writing for Marketing Week in December 2010, states that 'as industry champions go, these two are perfectly placed and sufficiently experienced to help rebuild trust and confidence in the work that marketers do.’

Credos is chaired by James Best, who is Chairman of the Committee of Advertising Practice, a non-Executive Director of social marketing agency ICE, and Vice Chair of the Deborah Hutton Campaign. He served as President of the European Association of Communications Agencies from 2003–2005, was Chairman of the UK Advertising Association from 1997 to 2002, and is a Fellow of the IPA.

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