Publications & Reports

Essentials studies and insights, free or discounted for members to download.

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Marketing is an Investment

This report presents evidence and arguments for treating brand marketing as a sustained strategic...

By Ian Whittaker

Non Members: Free

Members: Free

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Marketing Effectiveness Roadmap 2022

A look at the levels of marketing effectiveness competency within the industry and sets out a...

Non Members: Free

Members: Free

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The Best Way for a Client to Brief an Agency

This new guide, co-authored by BetterBriefs and Mark Ritson in partnership with the IPA, is a...

By BetterBriefs and Mark Ritson

Non Members: Free

Members: Free

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Guide to Writing a B2B Effectiveness Award Entry

A checklist for agency planners and brand owners looking to prove the business effects of their...

By Fran Cassidy

Non Members: Free

Members: Free

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Effective on Purpose

This report offers a qualitative analysis of individual purpose-related cases entered into the...

By Carlos Grande

Non Members: Free

Members: Free

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Look out

The advertising guide for a world that's turning inwards. Digital acceleration will make brand...

By Orlando Wood

Non Members: £55.00

Members: £40.00

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The new boundaries of tracking and the cookie-less frontier

What is new in the world of brand and media tracking and how is technology and the advent of...

By Andy Brown

Non Members: £25.00

Members: Free

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2021 Marketing Effectiveness Culture Report

The aim of the IPA Effectiveness Culture Monitor, supported by ISBA, is to provide a practical...

By Nick Milne

Non Members: Free

Members: Free

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Living with the Pandemic in October 2021

An internationally respected team of economists, Enders analysis has worked with the IPA and our...

By Enders Analysis

Non Members: Free

Members: Free

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Lemon

Using a unique mix of neuroscience, cultural history and advertising research, the study shows...

By Orlando Wood

Non Members: £50.00

Members: £25.00

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Marketing in the Era of Accountability

Identifying the marketing practices and metrics that truly increase profitability.

By Les Binet, Peter Field

Non Members: Free

Members: Free

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The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies

Eagerly anticipated update of Marketing in the Era of Accountability, examining the impact of...

By Les Binet & Peter Field

Non Members: £50.00

Members: £25.00

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Effectiveness In Context

A manual for brand-building. Free digital copy, £25 member price for hard copy.

By Les Binet and Peter Field

Non Members: Digital free, hardcopy £25

Members: Free

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Media in Focus: Marketing effectiveness in the digital era

Addresses mass marketing, targeting and the status of paid media. Also investigates a range of...

By Les Binet and Peter Field

Non Members: Free

Members: Free

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