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IPA member agencies and other industry experts offer advice, share their views and highlight challenges and opportunities in engaging and incisive posts
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Blog
Rich Kirk argues that the future belongs to brands that focus resources on creating campaigns with true scale, reach and cultural gravity.
Rich Kirk
10th October 2026
Chair of Judges for the IPA Effectiveness Awards, Suzanne Quinn's speech from the 2026 ceremony, celebrating the very best in marketing communications.
Suzanne Quinn
1st October 2026
Celebrating talent in the North West and showcasing the work of local member agencies.
Gemma Longfellow
30th September 2026
Why is it time to move beyond legacy media classifications? Monica Majumdar, Director of Client Strategy at Reach, argues that planners should focus instead on how audiences experience content.
Monica Majumdar
28th September 2026
Andy Fraser explores why a brand's identity can no longer be held together by subjective human judgement alone – and therefore we must stop treating governance as a craft and start managing it with...
Andy Fraser
23rd September 2026
Alex Acosta explores why the brands that win make the Michelangelo bet: commissioning work that shouldn’t be possible and protecting it long enough to become inevitable. Meanwhile, the rest...
Alex Acosta
A brand's true place in business is to act as a compass, and by adopting this role, brands can have a greater positive impact on organic growth, provided four essential conditions are met.
Ben Thompson
Bryan Hogg argues that in a brand landscape that is increasingly losing its meaning, brands should embrace the art of being selfish if they want to return to playing a crucial role in the shaping...
Bryan Hogg
Hemal Gill explores how the advertising industry is experiencing an ambiguous loss and why the path forward is not to fix it, but to stand within it, generate light from the inside out, and build...
Hemal Gill
Jack Stanley argues that the industry is at a moment in history where choice is being forced and that the brands that will define the next century will be those that recognise this and make the...
Jack Stanley
Julian Roberts argues that the advertising industry has stopped asking what brands believe and instead is asking where brands can appear - caught in the spectacle trap without realising that it is...
Julian Roberts
Kally Boshnakova makes the case for imperfection and explains why the brands that embrace it will carry the future of brand building.
Kally Boshnakova
Olivia Collins argues that brands can learn lessons from dating on how to attract – and build relationships – with their consumers.
Olivia Collins
Thomas Soares argues that it's harder than ever to be a truly good brand and that the brands that play into their pantomime villain status will be the ones that get ahead.
Thomas Soares
Tom Moloney explains what brands can learn from comedians to help them find a voice, deepen their identity, and set off on the path to becoming an enduring ‘Headliner’.
Tom Moloney
Rachel Porter argues that advertising, left unchecked, destroys the ecosystems it once sustained and that the brands that survive will be the ones that learn to forecast the oncoming disaster.
Rachel Porter
Sam Collenette argues why we should embrace a polyphonic approach to brand planning, moving beyond a single, monolithic brand voice to a coherent ecosystem that designs for multiple voices,...
Sam Collenette
Dan Holt explains why in a world of abundant media and AI-mediated choice, passive visibility decays quickly. Brands without coherent human evidence risk being flattened; brands that build like...
Dan Holt
How can employers identify potential rather than privilege when recruiting early-career talent? Laura Boyle, Head of Emerging Talent at Publicis Groupe UK, shares what they learned from moving...
Laura Boyle
17th September 2026
Farhann Cachra, Commercial Strategy Director, Global, explores how, despite increasingly fragmented and personalised media consumption, audiences continue to seek shared experiences, trusted media...
Farhann Cachra
Tesco's Murray Bisschop explains why the agencies making the strongest commitment to learning are the ones building stronger businesses as a result.
Murray Bisschop
15th September 2026
Chen Cui was awarded a distinction for this Advanced Certificate in Communications Planning essay explaining why planners should act as the glue across an agency if you want to establish an...
Chen Cui
10th September 2026
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...
Greg Newman
9th September 2026
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...
Cressida Holmes-Smith
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.
Felipe Moulin
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...
Samira Brophy
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,...
Ellie Reeves
18th August 2026
A collection of case studies, showcasing the outstanding work from IPA members in the South West and Wales.
Sam Smith
12th August 2026
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...
Caris Brett
10th August 2026
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...
Robin Bonn
23rd July 2026
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.
Paula Cunnington
9th July 2026
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,...
Annie Brown
8th July 2026
![Paula Cunnington[45].png](/media/16860/paula-cunnington-45.png?anchor=center&mode=crop&width=50&height=50&rnd=134279104330000000)
