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Blog

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Experience the value of experience

From establishing you have a case at all right through to polishing the final version, the IPA Effectiveness Awards' Mentors can help strengthen your entry to the coveted IPA Effectiveness Awards....

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Mentors for 2026 IPA Effectiveness Awards

6th November 2025

Blog

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Why effectiveness begins before the brief

Cressida Holmes-Smith, CEO of Lucky Generals and IPA Effectiveness Leadership Group Chair, offers her insights from the 2025 IPA Effectiveness Conference, emphasising that true marketing...

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Cressida Holmes-Smith

6th November 2025

Blog

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If you market like a smaller brand, you will become a smaller brand

Military history and advertising research offer parallel warnings for brands, writes effectiveness author and serial entrepreneur James Hurman. What works for insurgents can be disastrous when...

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James Hurman

6th November 2025

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IPA Effectiveness Conference 2025

The IPA Effectiveness Conference 2025 united top minds in strategy, planning, and marketing to delve into the shifting dynamics of effectiveness. The event featured cutting-edge research,...

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    6 November 2025

Blog

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We need to talk about brand

IPA Director of Effectiveness Laurence Green says agencies have the power to change the way brands are thought about and to demonstrate how their advertising builds brands that pay back in both the...

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Laurence Green

6th November 2025

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IPA Effectiveness Conference 2025 summary

The 2025 IPA Effectiveness Conference, held on 8 October at Shoreditch Town Hall and streamed online, brought together strategists, planners, and marketing leaders to explore the evolving landscape of marketing effectiveness. With a focus on actionable insights, the event showcased fresh...

  • Published

    5 November 2025

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The Effectiveness Files: Depop CEO, Peter Semple

Peter Semple, CEO of Depop, joins the IPA Effectiveness Files Podcast to talk about his journey from CMO to CEO and their ambition to change consumption behaviour at scale.

  • Published

    5 November 2025

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IPA names inaugural Chair of Mentors for 2026 IPA Effectiveness Awards

Gurdeep Puri will coordinate and assist all mentors providing guidance to those submitting an IPA Effectiveness Awards paper.

  • Published

    4 November 2025

Blog

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Showcasing Scottish creativity

IPA Chair for Scotland, Jim Kelly, celebrates the creativity and talent by showcasing the work of local member agencies.

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Jim Kelly

3rd November 2025

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Are you rewriting the rules on inclusivity and representation?

The IPA is calling on adland’s bold thinkers, inclusive leaders and innovative changemakers to tell their story and enter the IPA iList 2026.

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    3 November 2025

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IPA responds to government consultation on Late Payments

The IPA has responded to the Department for Business and Trade’s consultation on late payments.

  • Published

    24 October 2025

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New Business Diaries: Ellie Olliff and Sophie Devonshire

What clients really want from their agencies and how purpose and culture can make the difference between a transactional relationship and a true partnership.

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    22 October 2025

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CPD Gold Webinar

IPA CPD Consultant Gwyn March explains how you can take the next steps to recognising your organisation's CPD excellence with CPD Gold.

  • Published

    21 October 2025

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IPA Effectiveness Conference 2025

The IPA Effectiveness Conference provides unparalleled opportunities for brands and agencies to arm themselves with the knowledge needed to navigate Marketing Effectiveness and improve business performance.

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    16 October 2025

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Bellwether Report reveals back-to-back upward revisions to marketing budgets

UK companies revised their budgets up for a second consecutive quarter in Q3 2025, according to the latest IPA Bellwether Report.

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    16 October 2025

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CPD Best Practice Webinar

IPA CPD Consultant Gwyn March explains how you can start working towards gaining IPA CPD Standard Accreditation in this webinar designed to help you reap the benefits of good Continuous...

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    16 October 2025

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Q3 2025 Bellwether Report

The Q3 2025 IPA Bellwether Report, part of the IPA quarterly survey tracking companies’ marketing...

Non Members: £140.00

Members: £99.00

Details

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Advanced Certificate in Effectiveness Syllabus

Advanced Certificate in Effectiveness is delivered in 35 hours of online learning, split across five modules.

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    12 October 2025

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IPA responds to CAP consultation on LHF ad rules

With official implementation commencing on 5 January 2026, the IPA has responded to CAP's consultation on the new rules and proposed guidance for less healthy food advertising. This is CAP's third,...

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    10 October 2025

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IPA On... Mentorship matters with Mercy Abel

Mercy Abel discusses her route into the ad industry as a graduate, why she is so passionate about mentoring, and why making mentoring and internships as accessible as possible is so important.

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    9 October 2025

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IPA/Thinkbox Brand Stories on Film: Yorkshire Tea

Telling the story of the IPA Effectiveness Awards 2024 Gold-winning 'Long-term brand building done proper' Yorkshire Tea case-study by Lucky Generals and Goodstuff Communications.

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    8 October 2025

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First-of-its-kind IPA data details strong ROI and long-term impact of Influencer Marketing

New data, to be unveiled at the IPA Effectiveness Conference, shows that the short-term ROI of Influencer Marketing is comparable with all channel averages, while long-term multipliers of...

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    8 October 2025

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Balance efficiency and effectiveness or risk a marketing ‘death spiral’

According to new analysis of the IPA Databank by Les Binet and Will Davis, budget is eight times more important than ROI when it comes to driving effectiveness, contary to what CMOs beileve are the...

  • Published

    8 October 2025

Blog

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TouchPoints reveals the power of habit in a shifting media landscape

Amid the noise and novelty of media change, TouchPoints reminds us that consumer habits remain remarkably resilient. In this article, Lucy Baumgartner, Effectiveness Director at Talon, explores how...

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Lucy Baumgartner

7th October 2025

Blog

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How fragmented media can work as a cohesive and effective whole

Kintsugi is the Japanese art of repairing broken pottery. Rather than disguise their efforts, the artist uses gold-dusted lacquer to highlight their work. The effect is striking. Instead of being...

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Mark Hatwell

7th October 2025

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UK Economic Snapshot September 2025

Monthly economic snapshot produced by the Foresight Factory for the IPA Commercial Group.

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    6 October 2025

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CMA fines companies for colluding on pay rates for production freelancers

Earlier this year, the Competition and Markets Authority (CMA) fined several broadcasters, including the BBC, ITV and BT, and other businesses, over £4 million for breaching the Chapter I...

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    1 October 2025

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Discover how to commission content that convinces, captivates and converts

ITV's Katie Rawcliffe and Wonderhood Studios' Aidan McClure will explore how to brief and commission content that not only holds attention but genuinely entertains at the IPA Effectiveness Conference.

  • Published

    1 October 2025

Blog

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Trends, truth and what Gen Z really thinks

From 3 June 2024 to three months in, and now with new experiences - no fluff, no filler. True's Ellie Nicolaou moderated a panel at the IPA Media Planning and Strategy Summit 2025.

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Ellie Nicolaou

30th September 2025

Blog

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What do you believe is the future of our industry?

Tom Darlington, Head of Consumer Insight, Hearts and Science International, reflects on his time taking the IPA Excellence Diploma in Brands, and explains why the qualification is the ultimate...

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Tom Darlington

29th September 2025

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IPA to launch new media carbon calculator with Ad Net Zero’s GMSF Standard built-in

The tool will help agencies and their clients calculate and reduce greenhouse gas emissions from their media campaigns.

  • Published

    25 September 2025

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Fuelling creativity and leading with imagination

Recording of a special Stepping into the Spotlight session, exploring how to unlock everyday creativity and lead with imagination. With Leila Siddiqi, Director of D&I at the IPA; Gabriela Lungu,...

  • Published

    24 September 2025