1. Home
  2. Resources & Initiatives
  3. Blogs

IPA Blog

IPA member agencies and other industry experts offer advice, share their views and highlight challenges and opportunities in engaging and incisive posts

Filters

Invalid date End date is lower then start date
Invalid date Start date is bigger then end date
Clear all Apply changes

Results 53

Order by -

Blog

pawn underdog.jpg

(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 headshot.jpg

Susan Poole

1st March 2021

Blog

Content is King.jpg

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.png

Helen Weavers

25th February 2021

Blog

eureka.jpg

‘Eureka!’ moments

Melpo Gkofa discusses how uncovering true insights drives effectiveness.

Melpo Gkofa.jpg

Melpo Gkofa

17th February 2021

Blog

brand.jpg

Closing the board–brand rift

Heather Alderson examines how company culture and leadership drive effectiveness.

Heather Alderson.png

Heather Alderson

10th February 2021

Blog

long term short term.jpg

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.png

Jo Arden

4th February 2021

Blog

advertising channels.jpg

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.jpg

Danielle Henley

11th January 2021

Blog

IPA-Day3-28940_Paul.jpg

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 Crop.jpg

Paul Bainsfair

9th December 2020

Blog

old dog.jpg

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.jpg

Chris Thurling

22nd September 2020

Blog

emotion.jpg

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.jpg

Mark Lethbridge

29th April 2020

Blog

shrug.jpg

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.jpg

Carlos Grande

22nd April 2020

Blog

Walking football Barclays.PNG

Heartfelt or fabricated?

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

Hugh Fitz-Gibbon 2020.jpg

Hugh Fitz-Gibbon

27th November 2019

Blog

metal wheel growth.jpg

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.jpg

Sue Unerman

25th November 2019

Blog

samsung.jpg

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.jpg

Nick Milne

5th December 2018

Blog

effectiveness-in-context.png

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.jpg

Michael Lee

15th November 2018

Blog

ikea.png

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.jpg

Carlos Grande

31st October 2018

Blog

EffectivenessAwards_2018-550.jpg

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.jpg

Neil Godber

10th October 2018

Blog

selfish.jpg

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.

suebenson.png

Sue Benson

31st July 2018

Blog

sometimesyouwinsometimesyoulearn.jpg

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.jpg

Les Binet

8th June 2018

Blog

305_BHF4-2014-611.jpg

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.jpg

Carlos Grande

6th June 2018

Blog

manchester.jpg

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

kate_cox_16-9.png

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.jpg

Kate Cox

28th March 2018

Blog

les_peter_530.jpg

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.jpg

Tom Roach

1st March 2018

Blog

soap_530.jpg

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.jpg

Ed Feast

1st March 2018

Blog

Digital Media Owners Survey.jpg

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.jpg

Jayne Pickard

28th February 2018

Blog

Eff_Week_Sat_Event_Les_Binet.jpg

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.jpg

Les Binet

14th February 2018

Blog

Women_of_Tomorrow_Logo_360x306.png

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.jpg

Charlie Young

13th February 2018

Blog

Sainsbury_Christmas.jpg

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.jpg

Carlos Grande

30th January 2018

Blog

bohemiamrhapsody.png

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...

Paul Bainsfair Crop.jpg

Paul Bainsfair

13th December 2017

Blog

trendhunter.png

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...

Damian Lord.jpg

Damian Lord

16th November 2017

Blog

thinking_teamwork.jpg

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.

David Sanger.jpg

David Sanger

13th November 2017

Blog

Santander_(smaller).png

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.

Carlos Grande.jpg

Carlos Grande

8th November 2017

Blog

fake-news.jpg

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.

Matthew D'Ancona.png

Matthew d'Ancona

31st October 2017