Three agencies join IPA membership

Croud, Sid Lee London and tmwi were elected into IPA membership

The IPA is pleased to announce that Croud, Sid Lee London and tmwi were elected into IPA membership at its quarterly Council meeting on Thursday 21 March.

Introducing our new members:


Croud is a performance-led media agency that helps businesses drive sustainable growth in the new world of marketing. Founded in 2011 with the mission to reinvent the agency model, we combine our in-house digital experts with a global, on-demand network of marketing specialists. This agile, scalable model gives us more time to really understand our clients’ businesses, and deliver truly incremental growth, for brands including White Stuff, Compare the Market, and Selfridges.

As Croud continues to grow at pace, we are very excited about the many opportunities that IPA membership opens up, including the wide range of CPD-accredited training and other professional development opportunities for our team. With our rich heritage in performance, effectiveness is part of our DNA, so we’re also particularly excited to explore the tools, resources and qualifications available to support Croud in this space. Overall, we see IPA membership as a crucial step in helping Croud’s people and clients continue to grow and thrive.

Sid Lee London

Sid Lee London is the centre of excellence for sport marketing within global creative agency, Sid Lee.  We offer a unique blend of world-class creativity, deep sponsorship expertise and boutique service for brands that want to be famous.

With skills ranging from brand strategy to sponsorship negotiation, integrated, creative campaigns experiential and sponsor rights activations, our London team has one of the most multi-disciplinary and creative offerings in the sport industry.

In 2024 alone, our team will deliver sponsorship and campaign services for clients at the UEFA Men’s and Women’s Champions League Final, UEFA Euro 2024, Paris 2024, the UEFA Europa and Conference Leagues and NFL International Series.

One of the key reasons Sid Lee London exists is to address the lack of creativity in sport marketing, and joining the IPA will help us deliver on our mission by holding our creative output and process to the highest standard.


tmwi are an independent media agency, based in Stratford-upon-Avon, with a rich heritage of developing both established players in the market, and challenger brands, to unlock growth for our clients within competitive categories. We focus largely on retail, automotive, FMCG and leisure/ travel categories, and are proud of our successful long-term partnerships with many of our clients. We have a multi-award-winning team of experts with decades of experience spanning all disciplines of offline and digital media and our work has been recognised by both The Drum and European Search Awards.

As an SME, we understand that the people are at the heart of our success and so nurturing and developing our talented people is paramount to our continued success, as demonstrated with our internal PATH training programme. Our core values (Connections, Curiosity and Collaboration) are at the centre of everything that we do for our clients and teams. We are therefore thrilled to be able to incorporate the excellent IPA training and learning resources into our bespoke Personal Development Programme in order to develop industry recognised accreditation through the IPA’s CDP.  We’re committed to advancing diversity and inclusion within the media industry, and we are excited to welcome the additional resources and support that the IPA can provide us with to accelerate our journey further. 

As a proud independent agency, we are delighted to be joining the IPA and look forward to enjoying a long and successful partnership.

Commenting, IPA Director of Membership Tom Mott said: "It is always exciting when agencies join membership, and we are delighted to welcome Croud, Sid Lee London and tmwi into the IPA fold this quarter. We are looking forward to working with them and building strong relationships in the coming months and years."

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Last updated 02 July 2024