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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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Results 98
Blog
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...
Ellie Nicolaou
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...
Mark Hatwell
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
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
Kandice Quain, Media Manager at Bray Leino and apprenticeship mentor of her agency’s DEI team, Open House, highlights the key role of apprenticeships in shaping a more inclusive future for the...
Simon Frazier
Channel 4's Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure...
Bansri Shah
3rd January 2024
BBH's Will Roscoe examines the role of the brief and the extent to which the brief could be viewed as the most influential factor in developing the communications strategy.
Will Roscoe
2024 is due to be a bumper year for UK advertising with the Olympics and Paralympics, UEFA Euros, and the likelihood of a General Election all due in the next 12 months. From AI becoming mainstream...
IPA
2nd 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
AI might have been the word of the year for Adland, but there were also plenty of other highlights in 2023. From a return to the feel-good factors in creative to the incredible people that make up...
Janet Markwick and Rhona Glazebrook share their key takeouts from the Campaign in-housing summit and suggest how agencies can respond to the rise of in-housing.
Janet Markwick & Rhona Glazebrook
31st October 2023
Carat's Maddy Sim and Joe Molony argue that when it comes to media behaviours, "the more things change, the more they stay the same", but when looking deeper you can see the ever-increasing...
Maddy Sim & Joe Molony
19th September 2023
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
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
