Tag: IPA

IPA and ISBA launch industry principles for use of generative AI in advertising

Stuart Mitchell

The IPA and ISBA have announced twelve guiding principles for agencies and advertisers on the use of generative AI in advertising. The principles are broad-brush and designed to ensure that the industry embraces AI in an ethical way that protects both consumers and those working in the creative sector. They cover issues around transparency, intellectual property rights, human oversight and more. These principles are not exhaustive and apply only to the creative process rather than other areas of the industry. The IPA and ISBA will consider publishing additional best practice guidance…

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Upward revisions to main media budgets drive total UK marketing budget growth

Stuart Mitchell

Total UK marketing budgets were revised up in Q3 2023, extending the current sequence of upward spending revisions to ten successive quarters. This is according to the latest IPA Bellwether Report, which reveals that this quarter’s overall growth was driven by upward revisions to the main media category. The Q3 2023 Bellwether report also reveals that there was, however, a moderation of the upturn as persistent inflationary pressures, further increases in borrowing costs and a subsequent deterioration in the UK economic outlook drove some companies to be more cautious with…

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Brand investment matters to the City, reveals new IPA/Brand Finance survey

Stuart Mitchell

Investment analysts fundamentally believe that brand strength is critical to a firm’s success. This is according to new research by IPA/Brand Finance and analysis by Ian Whittaker, a former City analyst and Founder and Managing Director, Liberty Sky Advisors, unveiled at the flagship IPA EffWorks Global 2023 Conference. Analysts reveal positive perceptions of value of marketing The new IPA/Brand Finance Investment Analyst Survey, which was completed by over 200 financial analysts who cover publicly listed companies in the United States and United Kingdom, reveals that “Strength of brand/marketing” is the…

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Industry experts assert value of Econometrics to C-suite in new IPA report

Stuart Mitchell

Econometrics has new relevance right now for those wanting to make marketing more accountable, more effective and more profitable. This is according to industry experts who have set out a strong case for the statistical method in a new IPA publication, Econometrics and the C-suite – evidence-based decision-making for business, unveiled at the IPA’s flagship EffWorks Global 2023 Conference. In an expansive introduction for the new IPA report, adam&eveDDB’s Global Head of Effectiveness Les Binet explains the value of econometrics and outlines the two core reasons for why its use…

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IPA/TikTok tie-up sees content creators showcase industry to untapped talent

Stuart Mitchell

The IPA, in partnership with TikTok for Business, has launched a new ad campaign featuring popular TikTok creators to attract a more diverse audience of talented young people across the UK, into the advertising industry. The campaign has matched four successful content creators including, Benjy, Walid, Hannah Beau and Abbie Blyth, with five top advertising agencies including Havas (London), VCCP (London), VMLY&R (London), Wavemaker North (Manchester) and Leith (Edinburgh), to showcase the opportunity that a job in adland has to offer with the aim of engaging and inspiring young people…

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