Tag: IPA

Advertising that significantly increases brand trust is highly effective at driving business growth. This is according to new IPA analysis of campaigns in the IPA Effectiveness Databank, published today (27 January). The analysis shows that 93% of for-profit advertising campaigns that report very large increases in brand trust also report at least one very large business effect, such as sizable growth in sales, market share or profit. By comparison, the average across all for-profit campaigns in the IPA Effectiveness Databank is 66%. This means the top commercial trust-building campaigns are…

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The IPA has welcomed the new best practice guide for the responsible use of generative AI in advertising, developed under the auspices of the Government and Industry-led Online Advertising Taskforce, and published by the Advertising Association on Thursday 5 February. The voluntary guide provides UK advertising practitioners with practical recommendations for deploying generative AI responsibly, helping organisations navigate AI’s opportunities while mitigating potential risks. It has been developed collaboratively by an expert working group, which includes industry leaders and the Advertising Standards Authority (ASA), building on and operationalising the IPA/ISBA…

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Lilli English, Chief Strategy Officer at Leo UK, and Jane Christian, EVP Analytics at WPP Media UK, have been appointed as Deputy Convenor of Judges and Chair of the Technical Judging Panel for the IPA Effectiveness Awards 2026, respectively. As Deputy Convenor, Lilli will assist Convenor of Judges Charlie Ebdy in coordinating the Technical and Industry judging stages and represent these panels during the Client judging process. Lilli will also succeed Charlie Ebdy as Convenor of Judges for the IPA Effectiveness Awards in 2028. As Chair of the Technical Panel,…

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Following two consecutive quarters of upward revisions to total marketing budgets, the year ended on a neutral note, with the net balance registering at 0.0% (down from +3.6% in Q3), according to the Q4 2025 IPA Bellwether Report published recently (15 January 2026). The majority of Bellwether respondents (57.4%) left their marketing budgets unchanged over the course of the quarter, while the remaining panellists were evenly split, between those reporting an increase and those implementing cuts. According to anecdotal evidence from Bellwether respondents, cost pressures, muted economic activity and budget…

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