Tag: IPA

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

Stuart Mitchell

New joint industry research reveals a disconnect between the true factors driving marketing effectiveness compared with what CMOs believe. This is according to Les Binet and Will Davis, Chief Data Officer at Medialab Group, who presented their findings at the IPA Effectiveness Conference 2025. According to new analysis of the IPA Databank, budget is eight times more important than ROI when it comes to driving effectiveness. When looking at how variations in profit were generated in IPA Effectiveness Award-winning case studies, ROI only accounts for 11% of the variations in…

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

Stuart Mitchell

Influencer Marketing delivers strong returns, particularly over the long term. This is according to new data from the IPA was officially unveiled at its flagship Effectiveness Conference. The findings are drawn from the industry’s first-ever cross-industry Influencer Database, spanning 220 campaigns from 144 brands across 36 sectors and 28 markets, and capturing over £133 million in influencer spend. The initiative was led by IPA Effectiveness Leadership Group member Jane Christian, EVP Analytics, WPP Media, and provides the most comprehensive view to date of influencer marketing’s commercial impact. Influencers perform: The…

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LEAD, the advertising industry’s annual summit, returns for 2026

Stuart Mitchell

The Advertising Association, together with its founders IPA and ISBA, will host a landmark edition of the advertising industry’s annual summit, LEAD, on 5 February 2026 at the QEII Centre in Westminster. LEAD 2026 will bring together over 450 senior leaders from across the political, media and advertising landscape. This special edition will celebrate the AA’s centenary while setting the agenda for the year ahead, under the theme “Leadership through trust.” The half-day summit will examine the political outlook, the latest research into consumer trust in advertising, and how the…

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

Stuart Mitchell

The IPA has announced the forthcoming launch of the first industry-commissioned carbon emissions calculator for the media supply chain, developed in line with Ad Net Zero’s Global Media Sustainability Framework (GMSF). The tool will help agencies and their clients calculate and reduce greenhouse gas emissions from their media campaigns. By adhering to the GMSF, the calculator will comply with internationally recognised sustainability standards, including the IPCC framework and the Greenhouse Gas Protocol. It will also directly support Action 3 of the Ad Net Zero Action Plan, which aims to cut…

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New IPA best practice guide aims to improve public sector agency procurement process

Stuart Mitchell

The IPA has published a best practice guide to help public sector bodies select the right advertising agency for their communications needs. It has been endorsed by the Crown Commercial Service and the Cabinet Office. The publication acknowledges that certain common procurement practices can discourage agencies from pursuing public sector work, including overly complex, low-value tenders; unequal and unrealistic timelines; last-minute delays or cancellations; and appointing an agency without follow-through on briefings. In response, the new best practice guide sets out ten clear principles to help public sector bodies run smarter, fairer and more…

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