Tag: IPA

New IPA TouchPoints 2021 data reveals rising popularity of SVOD services

Stuart Mitchell

The take-up of Subscription Video on Demand (SVOD) continues to soar, with 56% of Brits now viewing these services each week, according to new post lockdown 2021 IPA TouchPoints data. The comprehensive IPA TouchPoints dataset, which provides a 360-degree understanding of British consumers’ daily lives, reveals that since 2018 to post lockdown 2021, the reach of SVOD services (including Amazon Prime Video, Netflix, Now TV, Apple TV+, YouTube Premium, BritBox and Disney+) has grown by 51%, with 56% of the British public now viewing these services for an average of…

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Calling all inclusivity champions: IPA iList open for entries

Stuart Mitchell

Nominations for the 2022 IPA iList are officially open. The initiative, in association with Accenture, aims to galvanise the industry into becoming a more inclusive, diverse place to work by celebrating and giving a platform to the role models who are changing our industry for the better. Entries to the iList are open to all agency employees – at any level – who are championing inclusivity within their agency and/or within the work they are producing. The deadline for entries is Friday 21 January 2022. Submissions will then be assessed,…

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Marketing budget growth at strongest in over four years as UK recovery shifts up a gear

Stuart Mitchell

Total UK marketing budgets have increased at the strongest rate since Q2 2017 according to the Q3 2021 IPA Bellwether Report as a final loosening of pandemic-related restrictions enabled a further march forward in the broader economic recovery. Total marketing expenditure grew at the fastest pace since the second quarter of 2017, as a net balance of +12.8% of firms registered upward budget revisions in Q3 2021, from +6.0% in Q2. Approximately one-in-four Bellwether respondents recorded higher spending (25.6%), compared with 12.8% that observed budget cuts. The latest data marked…

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IPA expands Diversity and Inclusion Essentials Certificate content

Stuart Mitchell

The IPA has announced new additions to its highly popular Diversity and Inclusion Essentials Certificate to help its agency practitioners better understand, celebrate and build the diversity of our industry. Changes to the Certificate include: new content in the LGBTQI+ module in line with research launched around Pride; more content on allyship in the Racial and Ethnic Diversity module; and, in response to feedback from agencies, a new Gender Expression & Identity module w/c 25 October and a Social Mobility Module in January 2022. The course was launched in January…

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New IPA survey reveals industry’s marketing effectiveness levels

Stuart Mitchell

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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