Brand advertising builds businesses – here’s the proof

Read free reports into how advertising works and the most effective advertising strategies.

For decades, we have sought out the best evidence to identify the most effective brand advertising, regardless of fads or fashion. Our reports analyse hundreds of winning cases to understand what distinguishes the very best. We have done this, so you don't have to. Please feel free to download our free material below...

Recession cuts can curtail recovery growth

Recession cuts can curtail recovery growth

Brands which continue to invest in advertising during a recession re-emerge faster, fitter and stronger.

Long-term brand-building advertising starts offline

Long-term brand-building advertising starts offline

We've more and more evidence that successful customer journeys are shaped offline.

Invest in an Ad-shaped recovery

Invest in an Ad-shaped recovery

As the 2021 economic outlook improves, brands investing in advertising can reap benefits.

Advertising is linked to economic growth

Advertising is linked to economic growth

Advertising could help markets and businesses recover faster in the COVID economy.

Deliver to board priorities

Deliver to board priorities

The enthusiasm, commitment and passion of the boardroom are crucial when it comes to driving marketing effectiveness.

Share of search

Share of search

Evidence that a brand’s share of organic internet searches in its category provides an early indicator of future movements in its market share.

EffWorks Global 2020

EffWorks Global 2020

Catch up with all the compelling conference presentations and videos offering new effectiveness R&D.

Talk to your customers

Talk to your customers

Brands that continue to advertise during a recession come through healthier and stronger.

Invest in recession, profit in recovery

Invest in recession, profit in recovery

Brands that want to take advantage of a recovery need to re-start investing before the upturn arrives.

The power of emotion

The power of emotion

Empathising with audiences and making creative choices to strike the right emotional notes.

Advertising in recession

Advertising in recession

Evidence collated by the IPA and its partners unveils how advertising in recession can help firms recover.

Brand building in extraordinary times

Brand building in extraordinary times

In periods of uncertainty, consumers look for trust, familiarity and reassurance.

Growing your share

Growing your share

Advertising that builds emotionally compelling brand stories is a long-term way to expand share.

How brand building works

How brand building works

Key evidence of how brand advertising works to drive long-term business growth.

Brand building for profit

Brand building for profit

Long-term brand marketing can grow short-term profits.

Branding for business growth

Branding for business growth

By linking brand building to commercial goals, companies can generate greater returns from brand investments.