The 2021 IPA Annual Review – Accelerating Opportunities for Growth – highlights how the IPA continued to support their members as they began to slowly head back to the office in a new hybrid working model. There was a palpable urge to safely reconnect in person where possible.
The IPA Annual Review includes the roundup of all 2021 activities including their calendar of courses, qualifications and events; the topline from our industry surveys which showed another slight decline in employee numbers, the first signs of an economic recovery (Bellwether) and new embedded changes in consumer behaviour brought about by COVID-19 (TouchPoints). Their thought leadership output debated brand purpose, ESG, the marketing challenges of a digital world and provided additional commentary on pricing.
Says Paul Bainsfair, Director General, IPA: “Our priorities for 2022 will be to continue to help the business recover under President Julian Douglas who has 10x – the opportunity agenda – as his core theme.
We are an organisation with members at our core. Without them we could not achieve the variety of what we do because it is they who lead the working groups that drive our policies and outputs.
“I am delighted to say that we enter 2022 with the wholehearted support of our membership, and together we will face the challenges and opportunities ahead. I am encouraged that consumers believe there is a role for advertising in combating climate change and they want advertising to educate them about products and services with a low carbon footprint. And quickly. They also want brands to live up to the claims they make.”