About the IPA Beacon project
By Ellen Hammett, Editor-in-chief
The agency landscape is changing, demanding new models, services and ways of thinking as media, technology and consumer expectations evolve. When we reflect on the decades gone by, we can see that agencies have always been evolving and are well-versed in adapting to change – many have withstood the test of disruption and live to tell the tale.
For a long time, that playing field has been dominated by the Big Five holding groups (soon to be four), but the status quo is being challenged yet again, making way for new ideas. It feels like a significant moment to pause and reflect on the current state of play.
By launching the IPA Beacon, our intention is to celebrate the vibrant and dynamic UK agency sector as a whole, and to shine a light on those driving the new seeds of growth, innovation and competition. We know what makes our IPA member agencies so successful and innovative, and so we have consciously looked outside of the membership to take stock of the wider industry.
The inaugural list of IPA Beacon agencies is the product of months of research and interviewing founders at agencies of all kinds, shapes and sizes, at various stages of growth.
Some of these agencies are already established, some barely out the nest; some are small and nimble, others are scaling and trying radical new approaches. Many founders have come from big agency networks, wanting to use their experience to do things differently. Others have found themselves here completely by accident but reaping the benefits of serendipity.
The breadth of agencies, skills and innovation on display demonstrates not only how rapidly the landscape is evolving but also the ambition to uphold standards, quality and creativity.
Whether through providing specialised expertise, finding better ways to charge, driving technological innovation or helping brands to be more culturally relevant, the agencies on this list are united by their ability to react to market changes quickly, build stronger relationships with clients and, fundamentally, contribute to what makes this industry great.
We have started with a list of 25 but we know this is just the tip of the iceberg. We hope that the Beacon will act as a catalyst for further discovery, helping to put new ideas and talent in the spotlight, and shape the future of our industry.
Explore the IPA Beacon agencies