IPA | Blog Listing

Blog

Why proving effectiveness is our line of duty

With the industry arguing about the amount of 'purpose' driven creative execution at this year's Cannes Lions, IPA Head of Marketing Strategy asks whether we are losing track of the 'purpose' of...

Kathryn Patten

20th July 2021

Blog

It's impossible to measure all things equally. And that's a good thing

Are we measuring the right things when it comes to ensuring the effectiveness of our advertising?

Simon Frazier

7th July 2021

Blog

Why marketing effectiveness matters to clients and agencies

We are benchmarking the effectiveness culture of agencies and brands through an inaugural Marketing Effectiveness Culture Monitor - but what is our Culture Monitor and why is it so important?

EffWorks

24th June 2021

Blog

Diversifying the discourse on advertising effectiveness

Convenor of Judges for the 2022 IPA Effectiveness Awards Harjot Singh sets out to prove the effectiveness of not-for-profit communications.

Harjot Singh

23rd March 2021

Blog

Measurement and magic

What lessons can the 2020 IPA Effectiveness Awards teach us about the future of advertising? Kate Waters explores the contribution of technology to creative effectiveness.

Kate Waters

8th March 2021

Blog

(Re)discovering the challenger spirit

What lessons can the 2020 IPA Effectiveness Awards teach us about the future of advertising? Here, Susan Poole examines how legacy brands took on a challenger mindset.

Susan Poole

1st March 2021

Blog

Time to take a fresh look at PR

In our next chapter from Advertising Works 25 – The Definitive Guide to Effective Advertising, Helen Weavers explores different uses of PR in the IPA Effectiveness Awards.

Helen Weavers

25th February 2021

Blog

‘Eureka!’ moments

Melpo Gkofa discusses how uncovering true insights drives effectiveness.

Melpo Gkofa

17th February 2021

Blog

Closing the board–brand rift

Heather Alderson examines how company culture and leadership drive effectiveness.

Heather Alderson

10th February 2021

Blog

Great lengths

All that is good about having a long-term strategy. Publicis • Poke's Jo Arden explores five of the 2020 IPA Effectiveness Awards winning papers.

Jo Arden

4th February 2021

Blog

Is managing channels the most important aspect of effective comms planning?

McCann Worldgroup's Danielle Henley explores the significance of managing channels and creating an ecosystem in brand communications planning.

Danielle Henley

11th January 2021

Blog

When’s the best time to plant a tree?

IPA Director General Paul Bainsfair looks back on our year in advertising and picks out the core lessons for the industry to keep front of mind.

Paul Bainsfair

9th December 2020

Blog

Why old dogs should never stop learning new tricks

Armadillo's Chris Thurling explains why he took the IPA Effectiveness Essentials Certificate and why it's vital that everyone has a refresher on the basics of advertising effectiveness - no matter...

Chris Thurling

22nd September 2020

Blog

Will emotion power the global economy out of recession?

Gravity Global's Mark Lethbridge looks at how communications can fuel a global recovery from the Coronavirus pandemic.

Mark Lethbridge

29th April 2020

Blog

Being ‘radically uncertain’ in a certain recession

IPA Effectiveness Editor Carlos Grande asks what uncertainty around the Coronavirus pandemic means for advertisers in the short, medium and long-term.

Carlos Grande

22nd April 2020

Blog

Heartfelt or fabricated?

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

Hugh Fitz-Gibbon

27th November 2019

Blog

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.

Sue Unerman

25th November 2019

Blog

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...

Nick Milne

5th December 2018

Blog

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.

Michael Lee

15th November 2018

Blog

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.

Carlos Grande

31st October 2018

Blog

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...

Neil Godber

10th October 2018

Blog

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.

Sue Benson

31st July 2018

Blog

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.

Les Binet

8th June 2018

Blog

How do you put a value on your life?

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

Carlos Grande

6th June 2018

Blog

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

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...

Kate Cox

28th March 2018

Blog

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.

Tom Roach

1st March 2018

Blog

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.

Ed Feast

1st March 2018

Blog

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.

Jayne Pickard

28th February 2018

Blog

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...

Les Binet

14th February 2018

Blog

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.

Charlie Young

13th February 2018

Blog

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.

Carlos Grande

30th January 2018

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IPA Blog

Why proving effectiveness is our line of duty

It's impossible to measure all things equally. And that's a good thing

Why marketing effectiveness matters to clients and agencies

Diversifying the discourse on advertising effectiveness

Measurement and magic

(Re)discovering the challenger spirit

Time to take a fresh look at PR

‘Eureka!’ moments

Closing the board–brand rift

Great lengths

Is managing channels the most important aspect of effective comms planning?

When’s the best time to plant a tree?

Why old dogs should never stop learning new tricks

Will emotion power the global economy out of recession?

Being ‘radically uncertain’ in a certain recession

Heartfelt or fabricated?

Institute of Practitioners of Client Growth?

Samsung asks 3 crucial questions to ensure ongoing success

The battle between the salience crusaders and big data disciples

Which way to effectiveness?

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

It’s all about me

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

How do you put a value on your life?

We do things differently here…

Attribution vs Incrementality: The Playoffs

The Greatest Hits of Binet & Field

Why Imperial Leather’s explanation just doesn’t wash

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

How to write an IPA Effectiveness Awards paper

2018 Women of Tomorrow shortlist revealed

Seven ways to gain client approval for your case study