Tag: IPA

New IPA/FT global study reveals trust is the second most powerful business driver

Stuart Mitchell

The new study from the IPA and Financial Times has found that trust is a core strategic asset that directly drives profit, customer acquisition, brand strength, and long-term success for businesses. Trust is a critical currency in business, particularly in the face of rising uncertainty, reduced human contact, and increased concerns around data and AI. But despite its growing commercial importance, most industries are failing to meet the trust expectations of their customers, clients and stakeholders. The report, Bridging the Trust Gap, draws on insights from over 750 global B2B decision-makers…

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“The Price Isn’t Right”: New IPA report urges agencies to rethink commercial models

Stuart Mitchell

Agencies must ensure that the prices they charge accurately reflect the value they deliver. This is the central message of the IPA’s latest report, The Price Isn’t Right, to be unveiled at the flagship IPA Business Growth Conference recently that calls for a fundamental reassessment of, and proposes a roadmap for, how agencies structure their commercial models and client partnerships. Published five years after the IPA’s seminal study The Price of Success, this new report, produced in partnership with Creative Salon and based on 63 qualitative interviews with creative and…

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IPA welcomes new ISBA Director General, Simon Michaelides

Stuart Mitchell

IPA Director General Paul Bainsfair has recently welcomed the appointment of Simon Michaelides as the new Director General of ISBA. Says Paul Bainsfair, Director General, IPA: “Congratulations to Simon on his appointment as the Director General of ISBA. I look forward to working with him in the coming months and years and have no doubt we will continue to collaborate closely with the ISBA team under his leadership on a huge variety of cross-industry issues for the betterment of the wider advertising and marketing industry. “I’d also like to thank…

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Brits spend more time on their mobiles than watching TV set for the first time

Stuart Mitchell

For the first time in its 20-year history, the IPA TouchPoints dataset reveals that British adults (aged 15+) are spending more time on their mobile phones than in front of the TV set. This insight comes from the latest 2025 data which details the daily habits and media consumption of British adults. Mobile phone time overtakes TV set viewing According to the findings, British adults now use their mobile phones for an average of 3 hours and 21 minutes per day. By comparison, they watch a TV set for an…

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IPA and Tracksuit outline transformative growth framework for start-ups

Stuart Mitchell

New industry research from the IPA and Tracksuit, supported by TwentyFirstCenturyBrand and Depop, outlines a transformative growth framework for early-stage businesses. The central thesis is that brand-building, when driven by entertainment and aligned through clarity of purpose, is not a luxury for start-ups; it is a commercial necessity. It will be unveiled by IPA President and BBH London CEO Karen Martin at a session in the Palais in Cannes  (17 June 2025). The framework challenges the traditional start-up mindset that prioritises short-term sales over long-term brand value. Drawing on robust…

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