IPA and ISBA announce joint initiative to drive sustainable relationships

The IPA and ISBA have confirmed they are working on a joint industry initiative to champion sustainable client/media agency relationships. Representatives from across the industry have been meeting over the last year to brainstorm solutions to the current issues and explore ideas and new initiatives.

This initiative comes against a backdrop of huge change and disruption across the media buying landscape which has necessitated a reframing of how advertisers and their media agencies work together.

The key aims for the initiative are threefold.

  1. Commercial transparency and effectiveness for clients.
  2. Proper remuneration for agencies via better alignment of advertiser marketing and procurement teams.
  3. Understanding and creating a joint framework setting out the role of consultancies, intermediaries and auditors in the relationship.

The group working on the initiative are drawn from progressive and pioneering marketers, media agency heads and senior marketing procurement specialists. Nigel Gwilliam from the IPA and Phil Smith from ISBA are Co-Chairs. It is anticipated that the first pieces of work will be shared with the industry at ISBA’s Annual Conference on 5 March 2019.

Commenting on the initiative, Paul Bainsfair, Director General IPA said: “We regard this as one of our most important initiatives and we are very pleased with the collaboration and discussions so far. We are looking forward to seeing a real improvement in the client/media agency relationship.”

Commenting on the initiative Phil Smith, Director General ISBA said “I am really pleased with the level of engagement in the initiative from our most progressive members. There is a clear desire for mutually beneficial relationships and ISBA have already seen some positive examples of members who have rethought their relationships with their agencies with great success.”


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