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Blog
One step back and two steps forward: Omnicom Media Group UK’s Charlie Ebdy asks if a more difficult advertising landscape could be an opportunity for more effective advertising.
Charlie Ebdy
8th January 2026
Talent development in the advertising sector is evolving, with apprenticeships becoming a crucial method to attract and nurture Gen Z talent. Agencies that adopt apprenticeships can foster...
James Ellis
27th November 2025
As technology, culture, and consumer expectations evolve at breakneck speed, the question remains: can advertising still shape the future or has its power to influence been fundamentally redefined?
Leo Rayman
12th November 2025
Kintsugi is the Japanese art of repairing broken pottery. Rather than disguise their efforts, the artist uses gold-dusted lacquer to highlight their work. The effect is striking. Instead of being...
Mark Hatwell
7th October 2025
Amid the noise and novelty of media change, TouchPoints reminds us that consumer habits remain remarkably resilient. In this article, Lucy Baumgartner, Effectiveness Director at Talon, explores how...
Lucy Baumgartner
Tom Darlington, Head of Consumer Insight, Hearts and Science International, reflects on his time taking the IPA Excellence Diploma in Brands, and explains why the qualification is the ultimate...
Tom Darlington
29th September 2025
IPA Media Research Director Denise Turner says understanding data, how customers buy a brand and encouraging diverse thinking are as important to successful strategies as ever.
Denise Turner
11th September 2025
Omnicom Media Group UK’s Charlie Ebdy explores how the advertising industry’s shift toward digital media has outpaced its ability to prove effectiveness.
14th August 2025
True’s Ellie Nicolaou shares her take on the IPA TouchPoints launch, where the spotlight was firmly on a unique, customer-centric, annual cross-media dataset – connecting with Gen Z on a...
Ellie Nicolaou
4th July 2025
Eda Incekara, Marketing and Insight Manager at Route Research, explores the growing commercial value of women's football and the strategic role Out-of-Home (OOH) advertising can play in this...
Eda Incekara
1st June 2025
After a lively IPA-hosted debate on influencers at Advertising Week Europe, we asked two of the speakers, Sabrina Francis, Strategy Partner, The7Stars, and Thomas Walters, Europe CEO and co-founder...
Sabrina Francis, Thomas Walters
29th May 2025
True's Ellie Nicolaou writes about her experience as an Account Executive Apprentice in Adland - no fluff, no filler, just a first-hand look at how she thinks, works, and rewrites the rules as a...
Paula Torres Moneu, Senior Strategist at Golley Slater, explores how external drivers of change in the media landscape have influenced the development and implementation of communications plans.
Paula Torres Moneu
27th May 2025
True's Ellie Nicolaou comments on the IPA Insight Summit 2025 which highlighted the importance of data-driven marketing strategies that resonate with Gen Z. She argues that brands must adapt to the...
20th March 2025
MG OMD's Robert Beevers explains that while the future of work will be shaped by AI, how we shape it is still up to us, and by actively involving neurodivergent individuals in shaping AI’s evolution.
Robert Beevers
25th February 2025
Yonder Media's Chen Cui was awarded a distinction for this Advanced Certificate in Communications Planning essay explaining why planners should act as the glue across an agency if you want to...
Chen Cui
17th February 2025
Why measurement needs to be underpinned by an understanding of clear objectives and an evaluation framework that considers the data, analysis, and application to make it meaningful.
Lauren Greenhough
10th February 2025
While selecting the right type of data is paramount, it is the application of that data that ultimately ensures successful communications planning and evaluation.
Will Wordie
5th February 2025
A great brief is the starting point for insight gathering and objective setting but a badly written brief causes a cascade of problems.
Ailish McVeigh
4th February 2025
Small and medium-sized enterprises (SMEs) are always looking for ways to stay competitive and grow. One approach that's gaining traction is using fractional CFOs.
John Morris
12th December 2024
As the commercial media landscape keeps evolving, data will play an increasingly crucial role in the planning process. Trusted data sources like TouchPoints guide you to fully understand consumer...
Matt Bryan
27th November 2024
Getting measurement right is more important than ever. Decision makers are constantly bombarded with data – often conflicting, and rarely free from interpretation. For all of us – marketeers and...
Nadya Ochirova
29th October 2024
TouchPoints data shows that people’s habits and lives follow a natural predictable rhythm into which media fits. But whilst technology is not necessarily changing what we do, it is having some...
Euan Mackay
15th October 2024
True's Ellie Nicolaou explores the key lessons from last month's IPA Media Planning and Strategy Summit and gives her thoughts on what this could mean for the industry's future.
1st October 2024
Tom Firth, Chair of the IPA Sustainability Action Group introduces Agents of Change, a toolkit which identifies the barriers faced by the industry and provides guidance to support agencies in their...
Tom Firth
23rd September 2024
With every new platform and buzzword, it’s tempting to get lost in the noise about “dying media types” or “the next big thing.” Thankfully, the annual IPA TouchPoints dataset cuts through that...
Rebecca Slack
20th September 2024
We must prioritise, simplify and double down on traditional, ‘proper’ communications planning, ensuring the right message is seen by the right people at the right time. A simple comms framework can...
Clare Elder
Reach never dies, it’s simply shared out across digital and “traditional” delivery platforms. On one hand, this is reassuring, on the other, it sets us a clear challenge. The increasingly important...
With increasing content and channels the need for attention driven media planning has never been more important. And what constitutes attention for different audiences and platforms varies. A key...
Rhian Feather
How to ensure that the creative assets you develop are commercially effective - and how to prove it. Gurdeep Puri, tutor of the IPA Advanced Strategic Effectiveness course explores why we need to...
Gurdeep Puri
9th September 2024
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
23rd May 2024
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
15th February 2024
