New IPA survey reveals industry’s marketing effectiveness levels

The marketing effectiveness culture of the industry – both on the agency and brand-side – looks to be in a strong position at the surface level, but there is significant work that can be done at a deeper level to boost business performance, most significantly through agencies and brands creating effectiveness roadmaps. This is according to findings from the inaugural IPA Effectiveness Culture Monitor, supported by ISBA. Alongside the publication of the Monitor, the IPA has announced the names of the 19 successful IPA Effectiveness Accredited agencies, who are leading the…

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New IPA chief seeks Greta Thunbergs of Scottish adland

New IPA Chair for Scotland, David Shearer, who has been elected to represent the collective needs and interests of Scotland’s advertising agencies within IPA membership, is on the hunt for the Greta Thunbergs of adland to help guide the Scottish advertising industry’s approach to sustainability. His rallying call to arms forms a key tenet of his two-year agenda. Within his address, Shearer – who has over 30 years’ experience within the business and holds the position of Managing Director of MediaCom Edinburgh – acknowledges the climate crisis as ‘the major…

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UK marketing budgets expand for first time in year and a half

Total UK marketing budgets expanded for the first time since Q4 2019 and to the sharpest extent since Q1 2019 in the second quarter of 2021, according to the latest IPA Bellwether Report. Financial prospects at company and industry level also remain firmly in positive territory and adspend forecasts are revised higher for 2021, as businesses began to prepare for a strong economic recovery. A net balance of +6.0% of surveyed companies expanded their total marketing budgets during the second quarter. Just over one-in-five (21.2%) panellists registered growth, compared to…

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IPA research indicates ESG could give agencies competitive edge

Promoting and demonstrating Environmental, Social and Governance (ESG) values and actions to brands could give agencies a marginal gain over their competitors, according to new IPA-commissioned research unveiled at the IPA Business Growth Conference. While the results reveal a nuanced picture, they do show that brands are placing growing importance on ESG and hold agencies up to high standards when it comes to understanding their brands’ and their own ESG values and actions. The results also indicate that while proof of commitment to ESG may not win new business outright,…

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IPA teams up with Moore Kingston Smith on Accelerator scheme

The IPA has officially announced a new sponsor, Moore Kingston Smith, and content programme for its Accelerator scheme to help support start-up agencies, accelerate the collective pool of agency learning and grow the overall IPA agency community. The IPA Accelerator scheme is designed to give up-and-coming agencies, whose gross income does not yet qualify them for full IPA agency membership, guidance, help and inspiration as they grow their businesses. This includes access to certain IPA courses, qualifications, events, resources and publications*. The Accelerator community, which has grown from 3 to…

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