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Blog
Chair of Judges for the IPA Effectiveness Awards, Catherine Kehoe delivered a powerful speech on the state of marketing effectiveness at the 2024 Awards ceremony, and why the learning from the...
Catherine Kehoe
8th October 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
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
13th September 2023
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
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
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 Sustainability Action Group
11th May 2023
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
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
