Tag: IPA

Over-emphasis on activation and tactics limits marketing effectiveness, study finds

Stuart Mitchell

Marketers are not creating the best marketing effectiveness culture because they are failing to address all the elements of the marketing effectiveness ‘Process’, according to a new study by WFA, Ebiquity and IPA: Creating a Global Culture of Marketing Effectiveness finds that while overall marketing effectiveness culture is performing acceptably – scoring 6.5 out of 10 – Process, the glue that pulls together the three other key elements (People, Focus, and Data & Tools), scores just 5.7. Detailed analysis of the processes being used by thousands of marketers working for…

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Consumers to cut back Christmas spending due to cost-of-living crisis

Stuart Mitchell

Almost two-thirds of UK adults will be cutting back their Christmas spending this year due to the cost-of-living crisis. This is according to a new survey of 2000 UK adults, commissioned by the IPA and carried out by Opinium. The IPA Insight report, Christmas amidst the Crunch 2, reveals that 64% of all UK adults will be cutting back their spending versus last year, due to the ongoing pressures of the cost of living. This figure is particularly pronounced for the younger generations aged 18-24 years old, with 82% planning…

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Consumers to cut back Christmas spending due to cost-of-living crisis

Stuart Mitchell

Almost two-thirds of UK adults will be cutting back their Christmas spending this year due to the cost-of-living crisis. This is according to a new survey of 2000 UK adults, commissioned by the IPA and carried out by Opinium. The IPA Insight report, Christmas amidst the Crunch 2, reveals that 64% of all UK adults will be cutting back their spending versus last year, due to the ongoing pressures of the cost of living. This figure is particularly pronounced for the younger generations aged 18-24 years old, with 82% planning…

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IPA publishes new report into in-housing landscape

Stuart Mitchell

Agencies that wish to grow existing client business or unlock new business opportunities should relinquish the idea that in-housing is a threat. Instead, they must understand the four shifts that are affecting the evolution of in-housing and adapt accordingly to ensure they continue to deliver brand growth. This is the rallying advice provided by a new IPA report which is being launched at the flagship IPA Business Growth Conference. Authored by Rhona Glazebrook and Janet Markwick, the IPA report, Shift happens, draws on in-housing research and is informed by in-depth…

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TouchPoints data reveals paralyzing impact of cost-of-living crisis

Stuart Mitchell

Almost 40% of Britons aren’t coping on their current salaries; they are spending over an hour longer indoors; 60% are looking for the lowest prices when shopping, and when it comes to longer-term plans – from moving out of their parents’ homes to changing jobs to retiring – they are pressing pause. These are just some of the arresting findings from the 2023 IPA TouchPoints data which, in revealing the habits of British consumers’ daily lives and how their media usage fits into this, evidences the paralyzing impact the cost-of-living crisis…

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