Pattison promises to put ‘the business’ back into the ad business in inaugural address
In his inaugural address at the Park Lane Hotel today (19th April 2005), Worldwide Chief Executive of PHD Network David Pattison said that the focus of his term as IPA President will be to put ‘the business’ back into the advertising business by asking agencies to unite behind four common themes: transparency, negotiation, language and advocacy.
In a passionate 20-minute speech, Pattison warned the 240 strong audience that if the agency industry did not present a united professional front, it was in danger of becoming a commodity-based business rather than a value-added business that made a real difference to advertisers, brands and businesses.
“We are at a tipping point… our biggest problem is that we are not taken seriously… because we don’t behave like a proper business” he said.
On financial transparency, he called for greater openness and for agencies to think about becoming Sarbannes-Oxley as well as IPA CPD compliant. “This, at a stroke will give us the transparency high ground … and London could rightly position itself as the European centre of advertising excellence across all measures.”
On language, he said the industry needed to work with clients to develop a new business-based language.
On negotiation, he called for the advertising business to believe in itself and to be bolder when negotiating contracts. “Let’s not forget he said, that if clients didn’t have to spend money on advertising, they wouldn’t… the biggest companies in the world … say that advertising is a key part of what they do.”
He also offered the IPA as a neutral ground to any agency wanting to fight back against client malpractice when pitching and urged agencies to have confidence in their worth, and not to sign away the rights to their ideas for a token amount.
On advocacy, he called for the IPA membership to work together. “We need to start talking as a whole as to why advertising is good for clients… and stop running down our business…”
He applauded the work of previous IPA Presidents to put in place measures to professionalise the business. In particular he referred to the outgoing President Stephen Woodford’s commitment to CPD-based examinations and the new ruling for IPA members to be CPD accredited by December 2007. He also praised the work of the Five Year Plan Group in working with ISBA and CIPS on a value framework for the business and the continuing importance of the now annual IPA Effectiveness Awards in showcasing the industry’s contribution to the bottom line.
Full copy of the speech click here.
Note to editors:
Previous IPA Presidents over last ten years:
Stephen Woodford, WCRS 2003-2005
Bruce Haines, Leo Burnett 2001-2003
Rupert Howell, HHCL 1999-2001
Graham Hinton, Bates Dorland 1997-1999
John Bartle, Bartle Bogle Hegarty 1995-1997
There are 50 media agencies out of a total of 244 agencies in membership of the IPA.
Bert de Vos of D’Arcy Masius Benton & Bowles (President 1985/87) also had a full service media background.
The IPA is the industry body and professional institute for UK advertising, media and marketing communications agencies and was established in 1917 as a servicing body and to negotiate on behalf of its members with media bodies, government departments and unions. The IPA’s 236 corporate members represent the major part of the advertising agency business, handling advertising with an estimated value of some £7,000 million per year (over 80 per cent of advertising placed by agencies) on behalf of many tens of thousands of their client companies and organisations nationwide.
For further information:
David Pattison, IPA President and Worldwide Chief Executive PHD tel: 020 7446 0555
Hamish Pringle, IPA Director General tel: 020 7201 8201
Press Office tel:: 020 7201 8240
Last updated 17/06/2008