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
Apply all Clear all

Results 62

Blog

return on investment effectiveness.png

How creative commitment yields higher ROI

Data2Decisions' Stuart Heppenstall unpacks why bigger budgets can mean great returns on investment, and more new learning from the Advertising Research Community database.

Stuart Heppenstall.jpg

Stuart Heppenstall

23rd June 2022

Blog

IPA Effectiveness Awards 1.jpg

Five steps towards IPA Effectiveness Awards success

Jo Arden, Chief Strategy Officer at Publicis.Poke and Deputy Convenor of Judges for the IPA Effectiveness Awards 2022, outlines her top tips for writing an IPA Effectiveness Awards paper.

Jo Arden.png

Jo Arden

23rd November 2021

Blog

Dougie Campaign_E0Y3113 crop.jpg

The journey of a thousand miles starts with one step

IPA President Julian Douglas gives his key takeouts from EffWorks Global 2021.

Julian Douglas.jpg (1)

Julian Douglas

27th October 2021

Blog

Peter Field EffWorks 2021.jpg

Brand Purpose: is it really all misguided?

Peter Field gives his reply to the 'hysterical' industry reaction to his new research on brand purpose, published at EffWorks Global 2021.

peter-field-adleader_4002.png

Peter Field

25th October 2021

Blog

effectiveness_monitor.jpg

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 P.PNG

Kathryn Patten

20th July 2021

Blog

measurement data.jpg

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.jpg

Simon Frazier

7th July 2021

Blog

effectiveness_bullseye_400.jpg

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_listing_image_400.jpg

EffWorks

24th June 2021

Blog

megaphone.jpg

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_300.jpg

Harjot Singh

23rd March 2021

Blog

tech creative.jpg

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.png

Kate Waters

8th March 2021

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 Headshot.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