IPA reacts to PM’s latest COVID-19 measures

IPA Director General Paul Bainsfair

IPA Director General Paul Bainsfair has commented on the latest announcement of Coronavirus restrictions by the Prime Minister in terms of its impact on the agency community.

Says Paul Bainsfair, Director General, IPA:

"We are a people business. They are our number one asset. Their creativity thrives on energy, interaction and magic, which is of course made easier by physically being in a room together. Which is why, the general sentiment from our agencies is that, in an ideal world, that is where they’d be. Physically together. Perhaps not all day, every day as was the norm pre-COVID, but at least some of the time.

"These are far from ideal times, however. Our agencies know that with the potency of the Coronavirus this isn’t entirely possible; they must prioritise their people’s health and wellbeing, while also continuing to protect and drive their businesses.

"During lockdown we have seen countless examples of agencies continuing to produce wonderful demonstrations of creativity and effectiveness, despite the restrictions. And so for now, with Government advising a WFH approach where possible, they will have to continue their efforts virtually, ensuring that the quality of the work continues to thrive and that the mental health of their employees doesn’t fall. It is a delicate balance to tread for all of us but we hope this reinstated measure will be an effective short-term move in order to allow longer term gains in the future.

In the meantime, the IPA will continue to provide our agencies with legal and production advice, best practice guidance, insight and research, training and development in order to help support them and grow their clients’ businesses through these toughest of times.


"We also firmly support the AA’s calls to Government for tax credits and business rates relief, as well as further financial support for SMES and freelancers – measures that would benefit adland as a whole."

Last updated 09 October 2020