AA’s Andrew Brown to take top role with CAP

The body which draws up Britain’s advertising rules is set to break with tradition by appointing its first professional chairman.

The body which draws up Britain’s advertising rules is set to break

with tradition by appointing its first professional chairman.



Andrew Brown was this week confirmed in the role at the Committee of

Advertising Practice, which he is expected to take part-time alongside

his main job as the Advertising Association’s director-general.



The move follows an 18-month working party review into the future of the

CAP and concern that the issues with which the body has to grapple have

become too complex and time-consuming to rely solely on voluntary

help.



At the same time, there is a belief that the CAP is too lumbering and

that the Advertising Standards Board of Finance, the CAP’s paymaster,

should be seen to be more firmly in control.



The plan is that the CAP chairmanship will become a professional

appointment when David Clayton-Smith, the former Do-It-All marketing

director, ends his two-year term of office.



’This will allow the CAP to provide a focus for the industry and to

manage itself more effectively in a demanding and complex environment,’

an industry source said.



Despite setting the rules for the self-regulatory system, the CAP has an

anonymous profile compared with the Advertising Standards Authority

which acts as its ’policeman’. Now industry chiefs believe the CAP’s

image must be bolstered in the face of potential threats from the

Government and Brussels.



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