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IPA member agencies and other industry experts offer advice, share their views and highlight challenges and opportunities in engaging and incisive posts
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Blog
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....
Laurence Green
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,...
Lisa Morgan
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
IPA Director General Paul Bainsfair looks back at the economic and political instability of the past few years and asks what are we actually afraid of, and where are there signs of hope?
Paul Bainsfair
15th December 2022
From channeling John McClane, to creating necessary friction, to buzzing back in real life, to roaring for our Lionesses, and much more… our agency heads share their ad industry highlights from the...
Why Owned Channels are the next frontier in marketing effectiveness measurement and a rich, unexplored territory offering enormous potential for future brand growth.
10th November 2022
Why McCann’s Jamie Peate believes advertising should learn from Light Entertainment. The very reason we should pay attention to Light Entertainment is because of its ability to attract and hold the...
Jamie Peate
14th July 2022
The IPA Effectiveness Awards 2022 Shortlist is a demonstration of how advertising both for businesses and not-for-profit organisations can make us smarter, more skilled, and more effective as an...
Harjot Singh
David Clasen, IPA Finance Director, dips into his Cannes' highlights and shares observations from his visit to this year's festival. A shift towards common sense and fact-driven analysis was...
David Clasen
When consumers are reassessing spending is exactly when you need to keep reminding them of your brand and make them feel happy to pay a bit more for it by investing in memorable, creative,...
Janet Hull
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
23rd June 2022
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
23rd November 2021
IPA President Julian Douglas gives his key takeouts from EffWorks Global 2021.
Julian Douglas
27th October 2021
Peter Field gives his reply to the 'hysterical' industry reaction to his new research on brand purpose, published at EffWorks Global 2021.
Peter Field
25th October 2021
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 Patten
20th July 2021
Are we measuring the right things when it comes to ensuring the effectiveness of our advertising?
Simon Frazier
7th July 2021
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
24th June 2021
Convenor of Judges for the 2022 IPA Effectiveness Awards Harjot Singh sets out to prove the effectiveness of not-for-profit communications.
23rd March 2021
