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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
The 2025 Bauer Academy Open Programme offers agencies the chance to tap into apprenticeship standards that are widely used in the creative industry. Whether your agency is new to apprenticeships or...
Gwyn March
10th December 2024
From Taylor Swift and Mr Bates to protecting the mental health of employees and the reemergence of humour within advertising, agency leaders and IPA Group Chairs share their industry highlights...
IPA
9th December 2024
As the commercial media landscape keeps evolving, data will play an increasingly crucial role in the planning process. Trusted data sources like TouchPoints guide you to fully understand consumer...
Matt Bryan
27th November 2024
Small and medium-sized enterprises (SMEs) are always looking for ways to stay competitive and grow. One approach that's gaining traction is using fractional CFOs.
John Morris
Discussions of why we laugh, the value of advertising consistency, and how to frame marketing investments to finance teams were among the standouts on a day of new research, tools and strategies...
Karen Martin
7th November 2024
Our talent is our greatest asset - investing in their wellbeing is an investment in our agency's future.
Ivana Kosorok
5th November 2024
Why winning The Creative Shootout 2024 and creating a campaign for Carers UK was such a career highlight for MullenLowe's Cags Gaunt.
Cags Gaunt
Getting measurement right is more important than ever. Decision makers are constantly bombarded with data – often conflicting, and rarely free from interpretation. For all of us – marketeers and...
Nadya Ochirova
29th October 2024
Eliot Liss, IPA Head of Production, highlights the valuable and evolving role of production.
Eliot Liss
28th October 2024
TouchPoints data shows that people’s habits and lives follow a natural predictable rhythm into which media fits. But whilst technology is not necessarily changing what we do, it is having some...
Euan Mackay
15th October 2024
Chair of Judges for the IPA Effectiveness Awards, Catherine Kehoe delivered a powerful speech on the state of marketing effectiveness at the 2024 Awards ceremony, and why the learning from the...
Catherine Kehoe
8th October 2024
True's Ellie Nicolaou explores the key lessons from last month's IPA Media Planning and Strategy Summit and gives her thoughts on what this could mean for the industry's future.
Ellie Nicolaou
1st October 2024
Tom Firth, Chair of the IPA Sustainability Action Group introduces Agents of Change, a toolkit which identifies the barriers faced by the industry and provides guidance to support agencies in their...
Tom Firth
23rd September 2024
We must prioritise, simplify and double down on traditional, ‘proper’ communications planning, ensuring the right message is seen by the right people at the right time. A simple comms framework can...
Clare Elder
20th September 2024
With every new platform and buzzword, it’s tempting to get lost in the noise about “dying media types” or “the next big thing.” Thankfully, the annual IPA TouchPoints dataset cuts through that...
Rebecca Slack
Reach never dies, it’s simply shared out across digital and “traditional” delivery platforms. On one hand, this is reassuring, on the other, it sets us a clear challenge. The increasingly important...
Mark Hatwell
With increasing content and channels the need for attention driven media planning has never been more important. And what constitutes attention for different audiences and platforms varies. A key...
Rhian Feather
With younger generations disproportionately experiencing negative emotions like anxiety and loneliness at Christmas, Molly Bruce, Insight Analyst at the IPA explores why that could be and what...
Molly Bruce
18th September 2024
Creativity and effectiveness are often discussed separately, but there are signs they are being reunited. As we look ahead to our own, imminent IPA Effectiveness Awards and IPA Effectiveness...
Laurence Green
11th September 2024
Learning how best to combine technological capabilities, human judgement and rigorous econometric principles could open up new ways to understand and improve the impact of advertising investment.
Paul Cuckoo
Marketers don’t need more influencer metrics. They need better ways to connect social data to clients’ commercial goals to get the full picture on the effectiveness of influencer marketing.
Simon Harwood
10th September 2024
Drawing on 30 years of empirical findings from the Institute, the writers debunk what they think are frequent misconceptions of what research says about how effective marketing works.
Dr Ella Ward and Professor Byron Sharp
Warwick Cairns, tutor of the IPA Advanced Effective Storytelling Course explains why the most powerful person in the world is the storyteller.
Warwick Cairns
When it comes to agencies, why does using behavioural science fall into the classic “It’s easier to do for others. Harder to do for yourself”? It's about fostering a culture of continuous learning...
Sue Benson
The IPA Effectiveness Awards are much more than just a way to measure success—they’re a catalyst for creating growth. They raise the bar not only for the campaigns that win but for every campaign...
Ringo Moss
Businesses that connect the different ways they measure marketing so each informs the other are better equipped to make effective decisions. It’s far from easy to do.
Matt Andrew
There are challenges in setting up rigorous advertising experiments. But they are outweighed by the opportunities to receive and learn from rich feedback.
Chetan Murthy
Four years after creating a plan to develop shared effectiveness principles, Drummond Central attained IPA Effectiveness Accreditation in 2023. These are some of the lessons learnt from the...
Emma Chaplin
How to ensure that the creative assets you develop are commercially effective - and how to prove it. Gurdeep Puri, tutor of the IPA Advanced Strategic Effectiveness course explores why we need to...
Gurdeep Puri
9th September 2024
IPA CPD Adviser Gwyn March is here to bust some common myths about adland to help you recruit the next generation of advertising superstars.
2nd September 2024
IPA Director of Communications Tessa Gooding is looking back on her 30+ year career at the IPA where she has been a witness to a number of key individual employment shifts and a bystander to key...
Tessa Gooding
Neil Perkin, tutor of the new IPA course "Advanced Application of AI in Advertising" explores why unlocking the value of AI in advertising is about both optimisation and transformation.
Neil Perkin
