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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.
1st March 2021
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.
25th February 2021
Melpo Gkofa discusses how uncovering true insights drives effectiveness.
17th February 2021
Heather Alderson examines how company culture and leadership drive effectiveness.
10th February 2021
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.
4th February 2021
McCann Worldgroup's Danielle Henley explores the significance of managing channels and creating an ecosystem in brand communications planning.
11th January 2021
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.
9th December 2020
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...
22nd September 2020
Gravity Global's Mark Lethbridge looks at how communications can fuel a global recovery from the Coronavirus pandemic.
29th April 2020
IPA Effectiveness Editor Carlos Grande asks what uncertainty around the Coronavirus pandemic means for advertisers in the short, medium and long-term.
22nd April 2020
In the age of ethical consumerism, Hugh Fitz-Gibbon MIPA looks at the rise of purpose-led marketing.
27th November 2019
Sue Unerman, Chief Transformation Officer at MediaCom asks how we can better define what we do as a profession.
25th November 2019
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...
5th December 2018
Effectiveness in Context is essential reading for anyone who is keen to take a break from the bluster and take a more considered view.
15th November 2018
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.
31st October 2018
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...
10th October 2018
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.
31st July 2018
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.
8th June 2018
Proving the concrete value of public health campaigns, with Carlos Grande, IPA Effectiveness Editor.
6th June 2018
Gyro's Evie Garner discusses the power of the northern creative industries after attending this year's Prolific North Live.
13th April 2018
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...
28th March 2018
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.
1st March 2018
All Response Media's Ed Feast examines the relationship between PZ Cuzzons' falling sales and their ad spend.
1st March 2018
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.
28th February 2018
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...
14th February 2018
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.
13th February 2018
Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here are seven ways to win them over.
30th January 2018
“...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...
13th December 2017
“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...
16th November 2017
Creativity is the universal language we all find ourselves fluent in. Creativebrief's David Sanger on the value of inspiration outside of the industry.
13th November 2017
The path from having the first stirrings of an idea to the IPA Effectiveness Award winners’ stage is not always a direct one.
8th November 2017