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Best Practice Guides

For the most cutting-edge thinking in best practice, see our portfolio of award-winning qualifications. Our range of certificates are developed and written by top industry practitioners, tailored to support agency people at every stage of their career and regularly updated to reflect the constantly evolving industry we work in.

In 2014, the IPA produced a series of booklets to accompany President Ian Priest’s ADAPT agenda, which explored five strands integral to the changing face of our industry through a series of think tanks, labs, joint industry initiatives and Adaptathon™ events. Themes included embracing new models of remuneration, attracting diverse talent and introducing greater agility into agency working practices.

In 2005 and 2006 the IPA also produced a series of best practice guides in consultation with industry bodies DMA, ISBA, MAA (formerly MCCA) and PRCA. They outline key areas such as communication strategy, evaluation and choosing an agency. Briefing an Agency and Agency Remuneration were since updated in 2011 and 2012. All are free to download.

ADAPT: A is for Alliances

A is for Alliances has been produced and developed out of ideas generated at the IPA’s Alliances Adaptathon, forming part of IPA President Ian Priest’s wider ADAPT agenda. It provides an industry blueprint to help agencies and clients achieve stronger and longer working relationships and will constitute the first chapter of his commercial creative contract.
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ADAPT: D is for Diversification

This is the second in a series of publications linked to the Adapthon events run by the IPA. This report discusses how the industry can become more diverse and multi-dimensional.
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ADAPT: A is for Agility

The third in a series of chapters about the ADAPT agenda led by IPA President Ian Priest. Reporting on the main output from the Agility Adaptathon™.
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ADAPT: P is for Performance

The fourth in a series of chapters about the ADAPT agenda led by IPA President Ian Priest. Reporting on the main output from the Performance Adaptathon™.
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ADAPT: T is for Talent

The fith in a series of chapters about the ADAPT agenda led by IPA President Ian Priest. Reporting on the main output from the Talent Adaptathon™. 
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Agencies Working Better Together

Agencies Working Better Together aims to show how clients can manage multiple communications agencies to achieve better results.
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Agency Remuneration

Agency Remuneration is the product of a major joint industry initiative to identify common ground for remuneration practices between the IPA, ISBA, MCCA and PRCA. This 2012 version is an update to the original 2005 edition and takes into account the development of more complex and hybrid agency remuneration models as clients seek to provide more value-based efficient relationships.
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Briefing an Agency

Briefing an Agency aims to help anyone involved in briefing any type of communications agency on how to do it better. It explains the principles of any good brief, the reasons why a written brief is important but not sufficient, the role of the briefing meeting, and provides guidance on written briefing forms. It draws from research conducted amongst over 140 advertisers and agencies including many of the largest spenders and agencies in the UK.
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Communication Strategy

Communication Strategy was written primarily by Guy Murphy, Worldwide Planning Director of JWT, who maintains that what is needed is a holistic approach to planning how a brand engages with its audience. The guide also includes interviews with thought leading practitioners and provides 10 top tips for an effective communication strategy.
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Effective marketing strategies for automotive brands

This report by serial IPA Effectiveness Award winner Andy Nairn, a founding partner of the agency, Lucky Generals, identifies insights and trends from more than 50 award-winning cases of automotive marketing, analysing the way communications was used to tackle business challenges. It also includes predictions for the future of the sector's marketing.
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Effective marketing strategies for food and drink

In this in-depth report, Andy Nairn - the serial IPA Effectiveness Award winner and founding partner of the Lucky Generals agency - analyses the challenges facing food and drink brands and shows how marketers have used a variety of strategies to keep growing brands in mature markets.
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The Evaluation guide has been compiled using insight from the first cross-industry research ever undertaken into how clients and agencies evaluate their marketing communications. The guide also offers practical tips and insights from leaders in the field of evaluation from each communication discipline and members of ISBA, and also discusses ways to evaluate beyond the typical short-term increase in volume of sales.
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Finding an Agency

Finding an Agency is designed to aid the agency selection process.
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How to Evaluate the Effectiveness of Communications Plans

This free-to-members, best practice guide is designed to help all sectors of the industry understand the multiple challenges of evaluating the effectiveness of their communications plans. Written by leading industry experts, the guide details how best to build a robust evaluation process within the marketing mix, outlines the pros and cons of the growing number of evaluation approaches, tools and practices, and how to calculate campaign effectiveness. Members: Free /Non-members: £50 + vat.
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Hard copy

Judging Creative Ideas

The world’s first guide for Judging Creative Ideas is a joint industry initiative, arming marketing professionals with a best practice guide to assessing creative ideas from communications agencies.
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Little Book of Project Management

The Little Book of Project Management highlights the increasing value and importance of this evolving role to the advertising industry.
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Last updated 01/04/2016

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