Navigating 100 years of marketing and advertising evolution

As the Advertising Association celebrates its centenary, Ben Walker sits down with Stephen Woodford, CEO of the Advertising Association, to explore 100 years of marketing and advertising evolution. We look at the past, present, and future of advertising.

Woodford reflects on iconic campaigns including his memories from the lager wars of the 80s and 90s to Orange’s “The future’s bright, the future’s Orange”, and British Airways’ “world’s favourite airline”, unpacking why simple, emotionally resonant ideas endure for decades. We also discuss why emotion beats logic almost every time, how great strategy underpins great creativity, and why the UK is a genuine creative superpower, punching far above its weight in global advertising exports.

The conversation also dives into:

• How the Advertising Standards Authority (ASA) evolved from a 1920s “vigilance committee” into a world‑leading regulator
• The way AI is used on both sides of the battle against scams and fake ads – and why Woodford is optimistic
• Why trust in advertising is now at a five‑year high, especially among younger, digitally native audiences
• What AI really means for marketing talent, entry‑level roles, and capability building
• The future balance between influencer-led strategies, performance marketing, and big brand-building campaigns

If you want a clear, grounded view on where advertising has come from, what’s changing right now, and how to navigate the AI era without losing the magic of creativity, this episode is essential listening.

Want to know more? Check out the CIM Content hub now for all things marketing.

Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk