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Blog
A vibrant convergence of industry leaders, innovators, and thinkers, the three-day Advertising Week Europe is a hub for sharing the latest trends, strategies, and insights shaping the future of...
Lisa Morgan
6th June 2024
Dominic Charles, Managing Director, Audience Intelligence & Marketing Science, Wavemaker UK & Jane Christian, Managing Director, Analytics & Insight, EssenceMediacom, look at how effective media...
Dominic Charles and Jane Christian
23rd May 2024
As marketing practitioners, we should apply marketing skills that we use to understanding and persuading external audiences to the people inside our businesses. Here are six steps to help you get...
Jet Cooke
There is such compelling evidence across so many categories about effective brand building that you’d be forgiven for wondering why more brands are not posting better results.
Andrew Geoghegan
This must be the easiest effectiveness ‘win’ out there. Take 10 minutes out of your day today – the final deadline isn’t until the end of May, but why wait? – to fill in the IPA Effectiveness...
Stuart McDonald
Forty-four years on from their inception in 1980, the IPA Effectiveness Awards are back for the biennial festival of deliberation and debate, of disappointment (for some) and delight (for...
Laurence Green
Over the last decade, the percentage of IPA Effectiveness Awards entries that have included trust as one of the objectives for communications has risen markedly. There are good financial reasons...
Preety Nimoh
21st May 2024
The IPA Effectiveness Awards provide a platform to share with the world the very best case studies, exemplars and advice that advertisers and their agencies can use to drive success and grow their...
Steve Taylor
15th February 2024
Communicating your story effectively with data can be the tipping point between winning or not winning an award. Below, are four takeaways on what makes the most impactful charts, using examples...
IPA Effectiveness Awards cases that involve very different categories and brands from your current clients can provide the spark for a fresh way to approach a challenge.
Coral Cranmer
There has been much discussion lately about the disconnect between CFOs and CMOs. The trouble is, the two often speak a different language from each other. Sometimes they use the same terms, but...
Matt Andrew
Zayem McTear, Strategist at Lucky Generals, shares her journey from account managing to planning and how seeing planning from the outside became a key advantage point for her.
Zayem McTear
What the Snoop Dogg Solo Stove ad row says about effectiveness. Laurence Green, Director of Effectiveness, IPA, shares his thoughts after his visit to the ‘Creative Impact NYC’ show at Most...
I’d encourage as many of you as possible to start 2024 by thinking about how you can turn all that hard work over the past couple of years into an IPA paper to garner the recognition and reward...
Cat Wiles
8th January 2024
Do you know what colour hitchhikers should wear? Do you know the best way to get people to read your emails? Do you know what is at the top of Amol Rajan’s Spotify Wrapped list? And do you know...
Paul Bainsfair
14th December 2023
The accepted correlation between media investment to achieve ‘excess’ or ‘extra’ share of voice (ESOV) and growth in market share is being challenged. When behaviours change, our models need to...
Bhavin Pabari
13th November 2023
Investing in advertising should get you into a position where you can put prices up without losing all your customers. If advertising keeps your product familiar, signals that many people buy it,...
Grace Kite and Joy Talbot
Joe Wood, Strategy Lead at Wavemaker, won an IPA Effectiveness Award on his first try. These are his tips for first-time entrants.
Joe Wood
8th November 2023
To move forward in the next frontier of marketing effectiveness measurement, we must incorporate Owned experiences. Having new tools to measure the whole brand and customer experience should help.
Fiona Blades
OMD’s Charlie Ebdy assesses what his prize-winning 2015 IPA Excellence Diploma dissertation got right – and wrong – about today’s brand building challenges.
Charlie Ebdy
13th September 2023
Les Binet and Peter Field’s 2013 IPA seminal report, 'The Long and The Short of It', woke up the advertising industry to the dangers of short-termism. Ten years and several reports later, the...
Alison Hoad
How are you getting on with planning for 2024? Do you need exclusive evidence-based research and practical inspiration? Book your place at the IPA’s flagship effectiveness event.
Fran Cassidy & Karen Martin
Kantar BrandZ partnered with University of Oxford’s Saïd Business School to identify new learnings on how brands can maximise commercial share price returns – with implications on what marketers...
Dom Boyd
Effective media planners have always needed self-confidence. Now do they also need a new name? Media Architects, Investment Consultants, Comms Navigators, or Campaign Visionaries… it’s time to...
Jenny Biggam
12th September 2023
IPA Effectiveness Accreditation Judge Neil Rycraft sees new measurement challenges ahead. All investment, no matter how seemingly marginal needs an approach to baseline its performance.
Neil Rycraft
7th September 2023
Despite the complexity of the modern advertising industry, and thanks largely to the IPA, we are able to summarise best advertising practice equally concisely: “Advertise. Not too cautiously....
6th September 2023
Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for UK commercial TV, argues that while investing in ESOV is not popular, it can give brands a competitive edge.
Matt Hill
25th May 2023
Simon Gregory, Chief Strategy Officer at BBH and Industry Judge at the IPA Effectiveness Awards 2022 asks if there is another way to think about effectiveness.
Simon Gregory
Lisa Morgan, Managing Director of Generation Media, shares her learnings from Ad Week Europe. With in excess of 7,000 attendees, 400 speakers, 150 sessions and even Simon Cowell in attendance,...
Janet Hull OBE announced that she is to retire from her position as Director of Marketing Strategy at the IPA. Former IPA Presidents Nicola Mendelsohn, Julian Douglas, and Les Binet are among those...
IPA
11th May 2023
Dominic Randle, Director, Running Total Media, explores how gaining IPA Effectiveness Accreditation has transformed the way the agency works and has helped them to get closer to senior decision...
Dominic Randle
16th February 2023
B2B is at a turning point to greater effectiveness. Everything is pointing to this being a turning point for a category that has struggled to leverage marketing to its full potential for many years.
Cos Mingides