Tag: IPA

IPA urges media agencies to adopt MFG Climate Charter

Stuart Mitchell

The IPA’s Media Futures Group (MFG) has today issued a call to media agencies to commit to its Climate Charter to accelerate zero carbon transition for the media agency industry. The Charter forms a key strand of a five-point plan set out by the Advertising Association’s Ad Net Zero report, published today (18 November 2020), in response to the urgency and scale of the climate crisis caused by CO2 emissions. The IPA MFG Climate Charter maps out initiatives that are specific to how media agencies can reduce their carbon footprint,…

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UK marketing budgets continue to contract markedly amid impact of COVID-19

Stuart Mitchell

UK companies registered another drastic reduction in marketing budgets during the third quarter amid ongoing COVID-19 restrictions, according to the latest IPA Bellwether Report. The result followed a record reduction in available funds during the second quarter, when many businesses were either temporarily closed or operating at reduced capacity.   The Q3 2020 IPA Bellwether Report indicated that a net balance of -41.0% of panellists saw their marketing budgets cut in the third quarter (up from -50.7% in Q2). The result represented the second-quickest decline since the survey’s inception in…

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Industry heavyweights behind new Advanced Certificate in Effectiveness

Stuart Mitchell

Leading experts in marketing effectiveness, including Richard Shotton and Tom Roach, have helped the IPA develop a brand new effectiveness qualification, the Advanced Certificate in Effectiveness, to reflect the needs of the industry in 2020. The new qualification was formally launched in a panel during the EffWorks Global 2020 Conference. The Advanced Certificate in Effectiveness replaces the IPA Eff Test, as the gold standard in marketing effectiveness learning and is made up of 35 hours of online learning and assessed through a two-hour online exam. Successful candidates will earn three…

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New IPA report reveals formula to maximise value of Customer Experience

Stuart Mitchell

A new IPA report investigates the complexities and tensions surrounding Customer Experience to provide a four-step framework and a new formula to unlock the value of this significant area. The report was launched as part of the free, virtual IPA-led EffWorks Global 2020 Conference by report author, former Samsung analytics expert Nick Milne. Customer Experience is complex, but the ‘Positive Brand Friction’ report demonstrates that getting Customer Experience right is increasingly key to unlocking the growth potential of many organisations. According to the findings, when managed effectively, it delivers value and distinctiveness…

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Companies worldwide commit to brand investment despite COVID-19 pandemic

Stuart Mitchell

More than 60% of global companies remain committed to investing in their brand despite the economic impact of the COVID-19 pandemic, according to a new IPA/Financial Times study, the Board-Brand Rift 2020. Capturing the opinions of nearly 600 global C-suite and marketing decision makers, the research examines how the worldwide pandemic has changed brand perception and management inside businesses. Whilst commitment to brand building is seen across the board, some sectors were more likely to be maintaining spend through the current downturn. IT and technical services sectors are the most…

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