Knowledge Centre

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New Business Diaries: The state of new business in 2026

Emily Crabtree and Patrick Ryan explore the 'age of more' and how to drive sustainable growth for the agency and the client.

IPA backs industry concerns over proposed NPM changes

IPA Director of Public Affairs Richard Casofsky has called on policymakers to assess whether the current measures are delivering their intended objectives and fully understand the potential impact...

Why CPD matters more than ever

Tesco's Murray Bisschop explains why the agencies making the strongest commitment to learning are the ones building stronger businesses as a result.

Is AI rewriting the rules of advertising effectiveness?

At October's IPA Effectiveness Conference, we are bringing together leaders from across the industry to unpack what the rise of LLMs and zero-click search means for how your brand is discovered and...

Modern media’s odyssey – navigating the journey to growth

The tale of Odysseus trying to steer a course home through distractions, temptations and the unknown offers insights for contemporary marketers, says Samira Brophy, Senior Creative Excellence...

What can Brazil and the UK learn about effectiveness from each other?

Felipe Moulin explores what marketers in both countries have in common and what they could learn from each other about how to make the most effective work.

Effectiveness has to be a leadership issue, as well as a marketing discipline

Cressida Holmes-Smith, CEO of Lucky Generals and Chair of the IPA Effectiveness Leadership Group, argues that effectiveness is about far more than measurement by exploring why leaders have a vital...

Why the laws of marketing might be working against you

If applying established theories of effective media strategy by conventional means isn't working for your brand, is it time for new thinking? Greg Newman, Strategic Consultant at Craft Media...

Brits increasingly consume commercial media on their own, reveals new IPA data

16–34s spend almost half of their commercial media time without others, according to new IPA TouchPoints data.

Making Sense: Jenny Biggam

Jenny Biggam explains what makes a great planner and explores whether it is time to reconsider what we call media planning in today's landscape.

IPA DG Paul Bainsfair asks what kind of industry we want to build with AI

The latest edition of the IPA AI Magazine moves the conversation beyond experimentation and efficiency gains to explore the bigger strategic challenges and opportunities that AI presents for the...

The secrets behind creating work that really works

The IPA Effectiveness Conference will explore the evidence behind why creativity is one of our most powerful drivers of effectiveness, drawing out the core lessons that will fuel our future...

Creative judging panel for IPA Effectiveness Awards President’s Prize announced

The President’s Prize for Creative Effectiveness will recognise the vital role of creativity in driving business success.

To be effective, earn your attention – don't just buy it

Most conversations about attention focus on which platforms and environments deliver the most consumer viewing time. But, warns Ellie Reeves, Effectiveness Manager of outdoor specialists Talon,...

Showcasing creativity in the South West and Wales

A collection of case studies, showcasing the outstanding work from IPA members in the South West and Wales.

What Gen Z’s romance with cinema says about culture, advertising and attention

With 2026 forecast to be the best year at the box office since 2019, IPA Senior Insight Lead, Caris Brett looks at why Gen Z have fallen in love with cinema and why the big screen matters...

Discover what will power the next era of effectiveness

Spotlighting the industry's most rigorous thinking, award-winning case studies and research into how creativity, measurement and commercial growth work together to deliver commercial results for...

More ‘tight’ than white Christmas, reveals new IPA research

Almost half of UK consumers expect to feel financially anxious this Christmas due to rising costs, but many remain determined to maintain festive spending by seeking discounts, taking advantage of...

Act now to bridge the value gap

Takeouts from the 2026 IPA Business Growth Conference. Co:definery CEO Robin Bonn argues that to prosper through the disruption of AI, agencies must get serious about demonstrating the value they...

IPA announces Effectiveness Awards shortlist

Curry’s, Nationwide and Specsavers are just some of the 20 outstanding case studies that have been named on the revered IPA Effectiveness Awards 2026 shortlist.

IPA welcomes appointment of Andy Burnham as Prime Minister

IPA Director General Paul Bainsfair looks forward to 'continuing to engage constructively with him and his government to help ensure the UK's world-leading creative industries continue to flourish.'

Helen Bowyer named as new IPA Director of Legal

Helen takes on leadership of the IPA Legal team from 1 August following the retirement of IPA Legal and Public Affairs Director, Richard Lindsay.

UK companies revise marketing budgets up despite tough economic conditions

UK companies revised their marketing budgets up to the second highest level in two years in Q2 2026, despite economic and inflationary headwinds remaining at large.

IPA responds to Health and Social Committee Report on Weight Management

The IPA is disappointed by the Committee's recommendation to expand advertising restrictions.

IPA welcomes Ofcom’s proposed crackdown on fraudulent online advertising

IPA Director of Media Affairs Nigel Gwilliam has called on the platforms that carry fraudulent online advertising "to do everything in their power to tackle this criminal activity.”

If we don't upskill, the AI skills gap could cost adland £15bn a year

Paula Cunnington, Chief Talent Officer at Publicis Groupe UK, explains why we all have a responsibility to help young people build the skills and confidence they will need for the future.

What consumers will pay more for and how this pays back for brands

New research shows that even in a cost-of-living crunch, shoppers will accept price increases from some brands in some categories. But, argues Annie Brown, Managing Director UK of Brand Finance,...

New IPA/Tracksuit report reveals what clients want from their agencies

New research from the IPA, produced in collaboration with Tracksuit, reveals an opportunity to add more value by delivering more of the strategic thinking clients value highly.

IPA issues statement on Sky’s takeover of ITV’s broadcasting and streaming arm

IPA Director General Paul Bainsfair has said that the merged entities’ dominant share 'likely means advertiser protections need consideration' and that the IPA will be consulting its members for...

Four agencies join IPA membership

Altavia UK, Havas Market UK, Havas Forward Media UK and Iris London were elected into IPA membership at its quarterly Council meeting on Thursday, 2 July.