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Advertising Service Guild [-. UK. Alliance of Advertising Agencies]
Advertising Service Guild [-. UK. Alliance of Advertising Agencies]
The Advertising Service Guild (ASG) was a “friendly” alliance of British advertising agencies. It was founded at the beginning of World War Two. According to an article on the ASG by C.D. Notley in the May 1942 issue of ‘Art and Industry’ (p.140), each member of the ASG remained financially independent, but voluntarily accepted the Professional Code of the Guild. It required the highest standards of proficiency in all its members and no advertising agent was admitted to membership whose work was considered to fall below the general standard of the Guild. The underlying purpose of the ASG were to abolish mistrust among fellow professionals, to set an example of professional conduct, to improve the efficiency of advertising as an instrument of commercial policy and to establish beyond all doubt its right to be accepted as “an honest and reliable force in the commercial and social life if the British Commonwealth”. Members of the ASG in 1942 included C.R. Casson Ltd., Basil Butler Co. Ltd., Everetts Advertising Ltd., Cecil D. Notley Advertising Ltd., Alfred Pemberton Ltd., Rumble Crowther & Nicholas Ltd., and Stuart Advertisin Agency Ltd. During the war the Guild issued a series of reports, entitled ‘Change’, which surveyed aspects of advertising, propaganda and social change, using data collected by Mass Observation.
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