UK marketing budgets flat-line

Prior hopes of a sustained revival were extinguished in the second quarter of 2019 as firms reported no change to available marketing budget expenditure amid growing political and economic uncertainty. Following a return to growth in the opening quarter of the year, buoyed by firms taking a more pro-active approach to offset risks to their businesses, latest Bellwether data signalled a stalling of growth, with the net balance falling from +8.7% to +0.0%. The 20% of panel members reporting greater marketing spend was completely offset by those cutting expenditure, while…

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New IPA learning on pricing strategies

A new IPA white paper, The Price of Success, was unveiled at this year’s IPA Business Growth Conference. Authored by Janet Markwick and Sam Jordan, the paper was commissioned to help agencies address problems with the traditional Cost-Plus-Billing model in an era of declining agency fees and growing agency workloads. It will act as an invaluable companion for agencies to ensure their pricing strategy is related to the value generated for the client rather than the resources used. They identified six key factors within an agency pricing strategy: Client needs:…

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IPA welcomes new gender stereotype rule

With new rules banning harmful depictions gender stereotypes coming into force today, IPA President Nigel Vaz has welcomed the public commitment to taking the issue seriously but has warned that we must ensure that it does not lead to unintended, damaging consequences. Says Nigel Vaz, IPA President and CEO of Publicis Sapient: “The introduction of the rule marks an important moment for the industry as it demonstrates a public commitment to taking seriously the issue of gender portrayals in advertising. “Responsibility is one of the key strands of my Reimagine…

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New IPA President Nigel Vaz launches ‘Reimagine’ agenda

Vaz, the first IPA President from a technology background and the first of Indian-American heritage, pledged to use his different perspective to change the relevance of agencies to clients, and to establish agencies as partners for growth. Says Vaz: “Most companies are great at their core business, but not great at reimagining the future of their business. Agencies are no different from their clients in this regard. Our challenges and future success are interconnected. “My agenda will be to Reimagine – to build new relevance and maintain it. We must…

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Trend forgetters: new IPA research lifts lid on how to connect with Generation Z

Over two-thirds of Generation Z don’t follow popular trends and only one in ten would call themselves a trendsetter. These are some of the key findings of a new IPA report published on 4 April 2019 that uncovers the motivations and values of Generation Z to address how, in light of the lack of mass-market trends, brands can connect with them. Commissioned by the IPA’s Insight service and carried out by YouthSight, the ‘Gen Z: Exile on Mainstream?’ report is based on the survey findings and unique MaxDiff analysis of…

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