Helping IPA members drive profitable growth is at the core of the Commercial Leadership Group's purpose. Our ambition is to help agencies grow in the long term. To be profitable and sustainable.
Advertising and the advertising industry have changed shape hugely in recent years - with no sign of abating - and we recognise that we're presented with a clear choice - lament the changes and try to justify our existence, or reinvent ourselves. The IPA Commercial Leadership Group, is, of course, choosing the latter option.
Chris Byron, CCO at OMD UK leads the Group comprising a number of IPA agency heads, in looking at how agencies can transform themselves. Some of the areas they're looking at include; what the advertising business can learn from others; what it sells and what its relationship with technology is.
The findings shape Group meetings, outputs, content and of course are at the forefront of our flagship IPA event the Business Growth Conference. The only event of its kind in our industry to focus purely on growth, the conference hosts some of the biggest names in our industry who reveal their new drivers for growth, how agencies like theirs will be appointed going forwards and how we’ll all have to change to deliver the “new” value.Catch up on all IPA Business Growth Conference recordings
Our ambition is to help agencies grow in the long term. To be profitable and sustainable. We are here to help with bespoke networks, courses, publications, events and more.
The report, based on a study of both quantitative and qualitative interviews with senior marcomms leaders, shows that Environmental, Social and Governance (ESG) is fast becoming central to day-to-day decision-making.
This IPA report looks at the consumer and industry forces that will shape the future of marketing and reveals the agency business models we can expect to see in the next decade.
The report defines the challenges, competitors, complexity and commercial reality facing businesses and how using a wide range of pricing models can drive agency growth.
Agencies should expand their thinking when it comes to pricing their services and products. This paper shows how to build effective commercial relationships with clients by expanding the ideas in "The Price of Success".
This report seeks to understand the characteristics and contexts that can create long-term, mutually sustainable client/agency relationships.
What the evolution of in-housing means for agencies in the entirety of the marketing ecosystem, including the role of the technology giants.
The Commercial Leadership Group is one of the IPA’s three strategic leadership groups, in addition to the Effectiveness Leadership Group and Talent Leadership Group. Within the Commercial Pillar sit three specialist groups who champion the roles of Account Handlers, Finance and New Business and Marketing through their outputs.
We've created a content hub with support and resources for this growth-driving key position in each agency.
Connect with the wider network and stay up-to-date on the outputs from the New Business and Marketing Group.
The IPA Continuous Professional Development (CPD) learning programme has been designed to help you drive growth from within your agency. Courses and events particularly aimed at helping delegates focus on business growth include:
A nine-part Leadership Programme drawing on the knowledge and experience of leading figures from across the breadth of the industry.
Gain an understanding of copyright, defamation, consumer protection and more. Qualification content provided by top ranking law firm, Lewis Silkin.
Agencies must be strong, both creatively and commercially to succeed. Gain a vital grounding in a range of financial issues and build better client relations.
EffWorks is a reservoir of learning, research and debate established by the IPA and a host of industry partners. The ambition is to provide the marketing industry with resources and tools to change its culture.
If you are interested in knowing more about our Commercial Leadership Group who drive the IPA commercial agenda please contact firstname.lastname@example.org.
CCO, OMD UK
CEO, Leo Burnett
Founder & CEO, Wonderhood Studios
Accenture Song, Co-Chief Creative Business
Former CEO, M&C Saatchi
Chief Growth Officer, Wavemaker
CEO, McCann London
CEO, VCCP London
Global Commercial Director, WPP