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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

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Heartfelt or fabricated?

In the age of ethical consumerism, Hugh Fitz-Gibbon MIPA looks at the rise of purpose-led marketing.

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Hugh Fitz-Gibbon

27th November 2019

Blog

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Institute of Practitioners of Client Growth?

Sue Unerman, Chief Transformation Officer at MediaCom asks how we can better define what we do as a profession.

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Sue Unerman

25th November 2019

Blog

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Samsung asks 3 crucial questions to ensure ongoing success

With incremental product innovations and new entrants crowding the mobile market, pressure to perform is higher than ever. Samsung’s Nick Milne outlines the key questions Samsung will be addressing...

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Nick Milne

5th December 2018

Blog

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The battle between the salience crusaders and big data disciples

Effectiveness in Context is essential reading for anyone who is keen to take a break from the bluster and take a more considered view.

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Michael Lee

15th November 2018

Blog

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Which way to effectiveness?

What is the best way to revive an ailing brand? IPA Effectiveness Editor Carlos Grande looks at the lessons we can learn from this year's IPA Effectiveness Awards.

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Carlos Grande

31st October 2018

Blog

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Key lessons from this year's IPA Effectiveness Awards' winners

Chair of Judges and CEO of ITV, Dame Carolyn McCall, and Convenor of Judges and Head of Planning at J. Walter Thompson, Neil Godber, share their biggest take-outs from this year’s IPA Effectiveness...

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Neil Godber

10th October 2018

Blog

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It’s all about me

In an age where the consumer is all-important, we must always put them first. According to The Market Creative’s Sue Benson, behavioural economics is the perfect framework to enable you to do this.

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Sue Benson

31st July 2018

Blog

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Good, better, best and f*** the rest?

The Long and the Short of It or The Wrong and the S*** of it? Les Binet explores whether our obsession with success, and failure to explore failure, is detrimental to our industry learning.

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Les Binet

8th June 2018

Blog

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How do you put a value on your life?

Proving the concrete value of public health campaigns, with Carlos Grande, IPA Effectiveness Editor.

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Carlos Grande

6th June 2018

Blog

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We do things differently here…

Gyro's Evie Garner discusses the power of the northern creative industries after attending this year's Prolific North Live.

Evie Garner

13th April 2018

Blog

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Attribution vs Incrementality: The Playoffs

Kate Cox, VP, Chief Marketing Officer at GoDaddy and one of the Industry Judging Panel for the 2018 IPA Effectiveness Awards explains why understanding what drives effectiveness is critical to any...

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Kate Cox

28th March 2018

Blog

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The Greatest Hits of Binet & Field

Tom Roach, Managing Partner, Performance, at BBH London compiles his own selection of the most important data and charts by the IPA’s Godfathers of Effectiveness.

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Tom Roach

1st March 2018

Blog

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Why Imperial Leather’s explanation just doesn’t wash

All Response Media's Ed Feast examines the relationship between PZ Cuzzons' falling sales and their ad spend.

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Ed Feast

1st March 2018

Blog

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Click, like, share: advertising professionals' social media habits

How has social media infiltrated the workplace and affected how we communicate with colleagues? Jayne Pickard looks at the latest IPA research with GlobalWebIndex to find out.

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Jayne Pickard

28th February 2018

Blog

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How to write an IPA Effectiveness Awards paper

Are you thinking about submitting an entry for this year’s IPA Effectiveness Awards, but not sure where to start? Les Binet, Head of Effectiveness at adam&eveDDB, gives his advice for the whole...

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Les Binet

14th February 2018

Blog

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2018 Women of Tomorrow shortlist revealed

Thirty-three extraordinary women working in the communications industries have been shortlisted for the Women of Tomorrow Awards 2018, run by the IPA and Campaign.

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Charlie Young

13th February 2018

Blog

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Seven ways to gain client approval for your case study

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here are seven ways to win them over.

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Carlos Grande

30th January 2018

Blog

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2017: is this the real life?

“...Is this just fantasy? Caught in a landslide, no escape from reality. Open your eyes, look up to the skies and see.” Freddie Mercury wrote those words in 1975 but they could easily be applied to...

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Paul Bainsfair

13th December 2017

Blog

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Innovation: from aspiration to acceleration

“The aspiration to be innovative isn’t anything new, yet neither is the problem with regards to its execution and delivery.” IPA Head of Insight Damian Lord shares key learnings from the recent...

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Damian Lord

16th November 2017

Blog

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Our Esperanto: Thinking laterally with the legends

Creativity is the universal language we all find ourselves fluent in. Creativebrief's David Sanger on the value of inspiration outside of the industry.

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David Sanger

13th November 2017

Blog

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Going from good to great

The path from having the first stirrings of an idea to the IPA Effectiveness Award winners’ stage is not always a direct one.

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Carlos Grande

8th November 2017

Blog

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Does truth matter in the age of Post-Truth?

British journalist and author Matthew d’Ancona on whether the truth really matters to brands and agencies.

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Matthew d'Ancona

31st October 2017

Blog

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Conscientious capitalism

During a visit to the NASA space centre in 1962, President John F. Kennedy noticed a janitor carrying a broom. He interrupted his tour, walked over to the man and said, "Hi, I'm Jack Kennedy. What...

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Bridget Angear

20th September 2017

Blog

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How a creative target adds soul to a brief

Big data is revolutionising how we approach customer profiling, segmenting and journey mapping but painting by numbers alone is dull. Simon Lamey, Senior Freelance Planner, argues that having a...

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Simon Lamey

4th September 2017

Blog

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Coors Light and effective advertising

Sarah Mason, Planning Director at VCCP, on how to make brilliant creative that's effective in driving business value too.

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Sarah Mason

26th July 2017

Blog

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Spend a little (Tokyo) time with me...

Lilli English, Head of Strategy at BBH London, on how adland can draw inspiration from Japanese culture’s special relationship with time.

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Lilli English

18th July 2017

Blog

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Privacy, purpose and wellness

Stylus’s Spring Innovation Forum centered on the ‘New Rules of Luxury’, challenging our traditional notions of luxury and exclusivity. Rebecca Snaith, Insight Executive at the IPA discusses her...

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Rebecca Snaith

23rd May 2017

Blog

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Five effectiveness lessons to wow your clients

Matthew Philip, Strategy & Effectiveness Director at Manning Gottlieb OMD, discusses how can you get a grip on effectiveness, create real value for clients and win at the biggest awards in the...

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Matthew Philip

16th May 2017

Blog

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Are ‘estimate’ and ‘cost’ words agencies should delete?

Tim Williams, Founder of Ignition Consulting Group and speaker at this years’ IPA Business Growth Conference, provides practical steps you can take to price projects on the value they add, not the...

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Tim Williams

15th May 2017

Blog

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Brands and the run-up to an election

In light of the snap general election being called last week, Benedict Pringle reveals three tactics that brands can use to take advantage of the UK's current political situation.

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Benedict Pringle

25th April 2017

Blog

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My Favourite Five Ads: Brian Coane

To celebrate the IPA's centenary this year, we are asking adland's finest to pick their top five ads from the past 100 years. This week Brian Coane, IPA Chairman for Scotland and Partner, Leith...

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Brian Coane

10th April 2017

Blog

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Advertising Week Europe: The journey so far

From Snowden to AI, creativity and storytelling, AWE's Executive Director Matt Scheckner on the themes to have punctuated the AWE journey.

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Matt Scheckner

16th March 2017