Tag: IPA

Three-quarters of consumers want brands to disclose use of AI

Stuart Mitchell

Almost three-quarters of consumers believe that brands should disclose the use of AI-generated content and that fully automated AI-driven marketing campaigns should be carefully regulated. These are just some of the findings from a new survey of 2,000 people aged 18+, commissioned by the IPA and conducted by Opinium, into the ethics and etiquette of using AI. For some of the findings, comparisons with 2018 IPA/Opinium survey data are available and show changing consumer sentiment. The core findings reveal a continued high level of desire by consumers for AI transparency;…

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IPA, AA and ISBA release joint statement about Advertised Emissions

Stuart Mitchell

The IPA, Advertising Association and ISBA have provided a joint statement and FAQs on Purpose Disruptors’ Advertised Emissions paper. “Further to work by the Saïd Business School at Oxford University, we do not support the ‘Advertised Emissions‘ methodology put forward by Purpose Disruptors. Said’s work describes how applying the ‘Financed Emissions’ framework from the finance industry to the advertising industry is a ‘significant accounting error’ that ‘creates a… false equivalence’. In addition, it leads to a significant overstating of emissions attributable to an advertising campaign by ignoring advertising‘s displacement effects –…

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New white paper makes case for JICs’ role in era of data abundance

Stuart Mitchell

A new white paper jointly authored by Barb Chief Executive Justin Sampson and Work Research Managing Partner, Tony Regan ‘Signals in the Noise’, outlines the explosion of digital media over the past 30 years, and why, with over £20bn invested in advertising annually, media accountability and joint industry oversight of audience research in the form of the joint industry currencies (JICs) is so important. Signals in the Noise, which follows a successful event held at the IPA in May, explains how the advertising industry has reached a critical point where…

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IPA appoints Laurence Green as Director of Effectiveness

Stuart Mitchell

The IPA has announced the appointment of creative strategist turned business director and agency founder Laurence Green as its new Director of Effectiveness. Green will join from 4 July. Green brings 30 years of experience in the advertising and cultural sector to his new IPA role, having grown and sold two creative agencies: Fallon London to Publicis Groupe and 101 to IPG; served as a Trustee at Somerset House and Chair of the British Independent Film Awards; and been an independent adviser to agencies, brand owners and media owners on…

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Companies’ total UK marketing budget growth hits one-year high

Stuart Mitchell

Companies’ total UK marketing budget growth is at its strongest since Q2 2022, despite an intensely challenging economic environment both domestically and globally. This is according to the Q1 2023 IPA Bellwether Report. The data reveals the net balance of firms registering upward revisions to their marketing budgets in Q1 2023 is +8.2%, considerably higher than the +2.2% recorded in Q4 2022. While 21.1% of firms saw an expansion, 12.9% of firms registered budget cuts and around two-thirds (66.0%) recorded no change in spending. Growth by category in Q1 2023…

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