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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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Blog
Chair of Judges for the IPA Effectiveness Awards, Catherine Kehoe delivered a powerful speech on the state of marketing effectiveness at the 2024 Awards ceremony, and why the learning from the...
Catherine Kehoe
8th 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.
Ellie Nicolaou
1st October 2024
With younger generations disproportionately experiencing negative emotions like anxiety and loneliness at Christmas, Molly Bruce, Insight Analyst at the IPA explores why that could be and what...
Molly Bruce
18th September 2024
Creativity and effectiveness are often discussed separately, but there are signs they are being reunited. As we look ahead to our own, imminent IPA Effectiveness Awards and IPA Effectiveness...
Laurence Green
11th September 2024
Learning how best to combine technological capabilities, human judgement and rigorous econometric principles could open up new ways to understand and improve the impact of advertising investment.
Paul Cuckoo
Marketers don’t need more influencer metrics. They need better ways to connect social data to clients’ commercial goals to get the full picture on the effectiveness of influencer marketing.
Simon Harwood
10th September 2024
Drawing on 30 years of empirical findings from the Institute, the writers debunk what they think are frequent misconceptions of what research says about how effective marketing works.
Dr Ella Ward and Professor Byron Sharp
Warwick Cairns, tutor of the IPA Advanced Effective Storytelling Course explains why the most powerful person in the world is the storyteller.
Warwick Cairns
When it comes to agencies, why does using behavioural science fall into the classic “It’s easier to do for others. Harder to do for yourself”? It's about fostering a culture of continuous learning...
Sue Benson
The IPA Effectiveness Awards are much more than just a way to measure success—they’re a catalyst for creating growth. They raise the bar not only for the campaigns that win but for every campaign...
Ringo Moss
Businesses that connect the different ways they measure marketing so each informs the other are better equipped to make effective decisions. It’s far from easy to do.
Matt Andrew
There are challenges in setting up rigorous advertising experiments. But they are outweighed by the opportunities to receive and learn from rich feedback.
Chetan Murthy
Four years after creating a plan to develop shared effectiveness principles, Drummond Central attained IPA Effectiveness Accreditation in 2023. These are some of the lessons learnt from the...
Emma Chaplin
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
IPA CPD Adviser Gwyn March is here to bust some common myths about adland to help you recruit the next generation of advertising superstars.
Gwyn March
2nd September 2024
IPA Director of Communications Tessa Gooding is looking back on her 30+ year career at the IPA where she has been a witness to a number of key individual employment shifts and a bystander to key...
Tessa Gooding
Neil Perkin, tutor of the new IPA course "Advanced Application of AI in Advertising" explores why unlocking the value of AI in advertising is about both optimisation and transformation.
Neil Perkin
A collection of case studies, showcasing the outstanding work from IPA members in the North West and Manchester, including McCann Manchester’s Aldi Olympics campaign and Havas Media Network's...
19th July 2024
What can we do to help Gen Z talent thrive in the work environment and learn from them to stay in touch with young consumers? The Client Service Couch answers all.
IPA Client Relationship Group
Weber Shandwick Manchester's Sophie Poston looks at the lessons from the election campaign and Labour's first few days in Government. What can the industry expect from Keir Starmer’s new Labour...
Sophie Poston
9th July 2024
Takeouts from the 2024 IPA Business Growth Conference. Co:definery CEO Robin Bonn argues that agencies are uniquely placed to take a leadership role in a world where AI, sustainability and...
Robin Bonn
Felipe Moulin, Strategy Director at T&Pm explains why talking about diversity with a dose of gentleness, will help to shift fear into curiosity, increasing the dialogue and the change we want to...
Felipe Moulin
25th June 2024
big group's Ed Riseman explores why buzzwords can risk DEI messaging coming across as a script, how to ensure they remain meaningful and why year-round allyship is so important.
Ed Riseman
24th June 2024
Jason Pittock, IPA Associate Director of Digital Strategy, and James Husband, IPA IT Manager, have compiled a list of ten questions to evaluate your organisation's cyber security and give advice on...
Jason Pittock
12th June 2024
June is Pride Month, but we have yet to see any stand-out campaigns. Nic Alford, New Business Manager at BBH London and member of the IPA iList 2024, asks why so many brands are silent and explains...
Nic Alford
11th June 2024
IPA CPD Adviser Gwyn March lists the most powerful stress busters for work and private purposes and explains the science behind them.
10th June 2024
Ahead of the Cannes Lions International Festival of Creativity, timeTo Chair Pippa Glucklich outlines how they've partnered with Cannes Lions to produce new guidance to help adland Celebrate Safely...
Pippa Glucklich
6th June 2024
A vibrant convergence of industry leaders, innovators, and thinkers, the three-day Advertising Week Europe is a hub for sharing the latest trends, strategies, and insights shaping the future of...
Lisa Morgan
Georgina Bramall, Marketing Strategy Director at giffgaff, served as Chair of Judges for this year's IPA CPD Gold programme. Here, she outlines her key takeaways from the process.
Georgina Bramall
3rd June 2024
Why is it important to eliminate stereotypes and bias about media consumption? Heather Dansie, Insight Director at Newsworks explores what they've been doing to challenge any assumptions and...
Heather Dansie
29th May 2024
Dominic Charles, Managing Director, Audience Intelligence & Marketing Science, Wavemaker UK & Jane Christian, Managing Director, Analytics & Insight, EssenceMediacom, look at how effective media...
Dominic Charles and Jane Christian
23rd May 2024
As marketing practitioners, we should apply marketing skills that we use to understanding and persuading external audiences to the people inside our businesses. Here are six steps to help you get...
Jet Cooke
