This article first appeared in the AdNews magazine. Subscribe here to make sure you get your copy.
In October 2023, the Australian Association of National Advertisers (AANA) ushered in a new era by appointing Josh Faulks CEO.
Faulks, having previously served as a director at KPMG, was brought in to revitalise the 94-year-old industry body, something that Martin Brown, chair of the AANA, said he was “extremely well placed” to do.
Faulks joins AANA with a strong balance of business, government and industry experience, including stints in the corporate sector and the ABC.
“At KPMG, I set up a national business in their branded marketing division, and that was about building trust and reputation.
“I think the board was attracted to knowing not only how to run a business, but also the elements around building trust and reputation, which is so crucial in our industry.”
Upon taking up his new role, Faulks said he has been “blown away” by how welcoming everyone in the industry has been.
“For me, that's confirmed two things. One is that the industry's bad reputation is undeserved – it’s actually a really kind, supportive industry. The second thing is there's a lot of love out there for AANA. That's what I'm excited about - taking that love and then turning into it real outcomes.”
Faulks said that it’s a tough time for the industry at the moment, with a worldwide economic contraction to deal with. AANA is also hearing from their members that marketing budgets are being squeezed because of that economic contraction, with CMOs going to their leadership teams and asking for more money to invest in brands to counter the downturn.
“What we're getting feedback on is the key to getting approval to that additional investment is being able to clearly demonstrate that return on investment. One area that we're going to be working with our members on is around effectiveness as an ROI.
“To add to that, we're seeing a fair bit of pressure on our world class, self-regulatory system. You just need to look at the proposals on the banned advertising for occasional foods or the recent announcements around gambling.
“Now more than ever, the industry needs that strong, united voice that is advocating for them on behalf of them on issues that matter to them and their business.
Faulks said that it’s not often that you have an industry and a regulatory body together as AANA has – Ad Standards is part of AANA but is completely independent – but this ties in well to their aim of promoting and protecting the self-regulatory system.
“For our members, they're a core part of the development of the Advertising Codes and they also get access to training to comply with the Codes. The reason why this is a priority is due to those pressures and threats to the system and I don't think a lot of people really understand the alternative.
“The alternative is regulation by government and that's a bad outcome for the industry. One example is advertising bans - there will definitely be a contraction of the advertising industry if you start banning advertising.
“We need to come together to defend that. We are the trusted custodian of that system and we're going to lead that defence on behalf of our members in the industry, but I don't think people realise that it is a world class system.”
With recent and upcoming reviews of the Food and Beverages Advertising Code, the Children’s Advertising Code and the Environmental Claims Code, Faulks said that if AANA is going to be the trusted custodian of this self-regulatory system, they need to review the Codes on a regular basis.
“If there is a change in community expectations, such as the Environmental Claims Code, we will bring those regular reviews forward because we need to meet the expectations of the community, but also the industry, to make sure that it's relevant.
Faulks said that providing opportunities for members to connect with those around the industry is something that has been traditionally very successful for AANA, an area he wants to make even better in 2023.
“Our end of year function, Taking Flight, is all about a celebration of 2022 and what's coming in 2023. That's important because I see the role of AANA as bringing the entire industry together.
“Our line-up for AANA Reset next year is amazing and we're going to hear from the best experts and industry leaders to help tackle some of these big issues we're facing in the industry.
“It's important that we just pause for a minute and look to the future as well and we need to think about how do we help our members prepare for what's coming next.”
Faulks’ final priority will be stepping up how AANA helps their members to upskill their teams, with best-in-class marketing programs designed by marketers, for marketers.
“The main focus here is that there has to be a really specific ROI and for us, that is helping them to grow, especially at a time of economic stagnation. This is not just doing a marketing program for the sake of doing it; this is about making sure you go back into your organisation and have those skills to help unlock that growth.”
It’s been a busy first two months for Faulks and his team, but he’s looking forward to what is set to be a big year for AANA and their members.
“There's economic headwinds and a lot of other stuff going on, but it's a truly exciting time for the industry and for marketing teams, because they're the ones that are going to have to really help these organisations navigate this.
“My team is fantastic, the AANA board is fantastic and the industry is in a really good position. AANA is ready to be supercharged and that's what I'm looking forward to working with our members in the industry on.”
Emma Logan - Director of Member Engagement and Events
What do you love most about your role?
I feel privileged to be able to connect and collaborate with the fast-minds and great leaders of this industry. I don’t take for granted the breadth and caliber of the people I get to work with and genuinely enjoy nurturing old relationships and fostering new ones. I’m then able to join the dots for people by connecting them to one another and watching their relationships grow.
I work in a small and dynamic team, which means we can really make an impact. We get the opportunity to work with members and bring to life the power of the collective, as we can really make a difference when we collaborate as an industry.
What attracted you to AANA?
I had deep admiration for RESET – AANA’s flagship marketing conference - and I knew I wanted to be part of an organisation that created content of that caliber. The opportunity to “reset” RESET in 2020 and take this conference to next level is hugely exciting.
For over 90 years AANA has had a strong, loud voice that inspires people and moves the industry forward. We can help influence and change the industry for the better and that really inspires me.
What’s got you excited about 2023?
With the recent reinvigoration of the AANA and our plans to take flight, what’s not to be excited about? There are so many big, exciting initiatives that we have planned in 2023 you’ll just have to watch this space… One of them is RESET – it will be our biggest event yet. We will not be shying away from bringing in global talent and thinkers to challenge, provoke and inspire the industry.
Richard Bean - Executive Director of Ad Standards
What is the best part of the job?
Apart from my great team, I’d say it’s working with the Ad Standards Community Panel. They are an incredibly diverse, interesting and articulate group who approach their work with a real sense of responsibility to the whole community - while keeping their sense of humour. And they play a crucial role - having a decision-making panel of citizens with no connections to the industry gives ad regulation in Australia that critical element of independence.
What have you learnt from working at Ad Standards?
As an ex-government regulator, I was impressed at how efficient and effective industry regulation can be! If you have a complaint about an ad, you’ll have a response almost immediately and if it raises an issue under one of the advertising codes, a resolution in a few weeks – including the ad taken down or modified if it’s found in breach. And the Community Panel deliberations give advertisers a direct line into current community views.
What are you looking forward to in 2023?
First up is working with Josh as the new CEO of AANA. Josh brings with him terrific energy and enthusiasm as well as a great combination of skills and experience. We’ll also be welcoming some new members to the Ad Standards Community Panel, expanding the membership to be even more representative of the diversity of Australian society. One of our challenges for the year ahead is making sure people know we’re here to help and we’re very excited to be in the process of developing a new public awareness campaign that we hope the industry will get behind. Finally, working closely with our AANA colleagues on the upcoming Environmental Claims Code review will be interesting and important.
Megan McEwin - Director of Policy and Regulatory Affairs
What do you love most about your role?
I work with members and the wider industry to set minimum standards for advertising and also shape policy on diverse issues from data collection and diversity to what industry can do to support government efforts to reduce obesity. I love working with the smart, creative people in our member companies and I also love being in a position to help the industry make a positive difference. When we changed the AANA Code of Ethics to ban harmful gender stereotypes and the use of sexual appeal for unrelated products or services, it gave a voice to women and girls everywhere who want to see positive representations of women in media.
What attracted you to AANA?
Coming from the telco sector, it was the quality, breadth and global nature of the work that attracted me to the job. Finding the industry to be so open to new ideas and leading change has been an unexpected bonus.
What issues are you focused on for 2023?
Priority projects for 2023 are conducting a public review of the Environmental Claims Code, achieving ad tech transparency, advocating for data collection rules that both protect privacy and enable online safety and ensuring the self-regulatory system is maintained.
Gaye Steel - Capability Director
What do you love most about your role?
It is a gift to be a leader and educator, sharing knowledge to inspire others to dream more, learn more, do more and become more. I couldn't be prouder of the AANA Capability Programs, developing the next generation and embedding marketing and leadership capability. With a growth mindset and a passion for lifelong learning, my 25 years of industry experience enables me to be the ‘Oprah’ of the industry... I love giving back and lifting others up.
What attracted you to AANA?
Coming from dynamic global blue-chip FMCG and retail multinational environments, I have been privileged to lead and develop multidisciplinary cross-functional teams, entrusted with some of Australia's most recognisable brands. The AANA entrusted me to apply my deep marketing and capability expertise to design and develop the AANA Capability offer and deliver the end-to-end capability ecosystem and client service delivery. I was super excited to be handed a blank canvas when I joined knowing the broad industry impact that would follow.
What issues are you focused on for 2023?
Priority projects for 2023 are designing the AANA Code Continued Professional Development Accreditation and continuing to work with brilliant strategic partners to upskill and inspire tomorrow’s marketing leaders.
We are currently hiring members for the AANA Capability Team (Program Manager and Program Coordinator) we would love to invite people to apply and join us for this next exciting phase of growth.
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 us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.