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Blog
Cressida Holmes-Smith, CEO of Lucky Generals and IPA Effectiveness Leadership Group Chair, offers her insights from the 2025 IPA Effectiveness Conference, emphasising that true marketing...
Cressida Holmes-Smith
6th November 2025
IPA Director of Effectiveness Laurence Green says agencies have the power to change the way brands are thought about and to demonstrate how their advertising builds brands that pay back in both the...
Laurence Green
Military history and advertising research offer parallel warnings for brands, writes effectiveness author and serial entrepreneur James Hurman. What works for insurgents can be disastrous when...
James Hurman
From establishing you have a case through to polishing the final version, the IPA Effectiveness Awards' Mentors can help strengthen your entry to the coveted IPA Effectiveness Awards. Below,...
Mentors for 2026 IPA Effectiveness Awards
In a climate emergency, marketing can no longer just be about selling more stuff. It needs to switch demand away from high-carbon, high-impact consumption. These examples show demand switching in...
Leo Rayman
5th November 2025
MG OMD's Robert Beevers explores how marketing 'norms' often miss millions of people, from neurodivergent to disabled audiences, and why it is vital the industry re-examines its assumptions.
Robert Beevers
17th September 2025
IPA Effectiveness Director Laurence Green analyses why some advertisers are returning to ideas developed in a less fragmented media culture.
11th September 2025
Cressida Holmes-Smith, CEO of Lucky Generals and IPA Effectiveness Leadership Group Chair, says the IPA Effectiveness Conference is a chance to reflect on what really works, listen to some of the...
Faced with high energy costs and increased tariffs, businesses can see little alternative to raising their prices – despite the risk of losing sales as a result. Joy Talbot, Senior Director of...
Joy Talbot
Omnicom Media Group UK’s Charlie Ebdy explores how the advertising industry’s shift toward digital media has outpaced its ability to prove effectiveness.
Charlie Ebdy
14th August 2025
Leanne Tomasevic, UK and US Head of Insights at Tracksuit, responds to audience questions sparked by our post-Cannes IPA session, "Born this (brand building) way", diving deeper into the value of...
Leanne Tomasevic
13th August 2025
In marketing, strategy is often viewed through a data-heavy, goal-oriented lens. Yet it can be far more potent when approached as a form of narrative creation rather than merely a function of...
29th May 2025
Sue Unerman, Global Chief Strategy Officer, Brainlabs, challenges conventional thinking about creativity, highlighting the need to uproot and reconsider traditional practices to foster effective...
Sue Unerman
Given how much we know – thanks to the work of the IPA, Binet & Field, System1 and many more – about the power of consistency to build brands and businesses, it seems natural to ask why everyone...
Matthew Gladstone, Stewart Lees, Stephanie Tuesley
The new IPA Effectiveness Leadership Group Chair, Cressida Holmes-Smith, CEO, Lucky Generals, says it is vital that everyone has access to the essential ingredients for effectiveness.
MG OMD's Robert Beevers explores how shifting from rigid job descriptions to a task-based model creates more adaptable, inclusive, and commercially successful teams,
31st March 2025
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
18th March 2025
IPA Director of Effectiveness Laurence Green explores the key lessons from the 2024 IPA Effectiveness Awards 2024, and in particular - what we can all learn from the success of family-owned brands.
28th February 2025
MG OMD's Robert Beevers explains that while the future of work will be shaped by AI, how we shape it is still up to us, and by actively involving neurodivergent individuals in shaping AI’s evolution.
25th February 2025
Anything is Possible’s Co-founder explains how the agency achieved Effectiveness Accreditation twice, won its first IPA Effectiveness Award in four short years – and reveals its future goals.
Sam Fenton-Elstone
13th February 2025
When the agency reluctantly decided not to submit a paper to the 2022 IPA Effectiveness Awards, it was the first time I had withdrawn from writing an awards entry. Two years later, we won with our...
David Lucy
From advertising to grow pricing power or trust and using testing to support the business case for brand building, Warc has picked five proven approaches others can learn from in the most recent...
Catherine Driscoll
Last year’s IPA Effectiveness Awards Grand Prix-winner reveals a gap in how we measure advertising payback, sparking a re-think of how we pitch for budget.
Billy Ryan
It’s bubbling up, and it’s about time too. Imaginative repetition is back. It demands that our commercial communication is both original and appropriate; that we find our way to the Most Advanced...
From the quest for efficiency and creativity and navigating the opportunities presented by new technologies, to harnessing the unique strengths of each generation with our workforce, agency leaders...
IPA
2nd January 2025
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...
9th December 2024
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
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
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
11th 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...
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
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
