IPA (Institute of Practitioners in Advertising)

In a special episode of the AdTalk podcast, IPA Director General Paul Bainsfair is joined by Tom Knox, Chairman of MullenLowe UK and the Chair of the Board of Trustees of the History of Advertising Trust (HAT). They explore HAT’s new archive service, Brand Archaeology, and how it can not only preserve advertising’s history for future generations but also act as a research tool for new ideas. Listen and subscribe: https://lnkd.in/eDBk7MKT

How has the global economic picture and a looming Autumn Budget impacted UK companies' marketing decision-making? Keep an eye out for next week's Q3 2024 IPA #BellwetherReport, tracking UK companies’ marketing spend intentions and confidence levels.

How did AMV BBDO take advantage of changing consumer behaviour, leading to Guinness becoming the best-selling pint in the UK for the first time? They won the prestigious President’s Prize for Next Generation Brand Building at this week's IPA Effectiveness Awards for their incredible marketing communications activity that changed perceptions of Guinness and brought the brand to a new audience. As IPA President Josh Krichefski said: "This award was designed to celebrate the brands that are keeping pace with how the modern world is evolving around us. By seeking to be the face of responsible drinking, revamping an iconic brand and diversifying their audience, there is no doubt that Guinness and AMV BBDO are very worthy winners." Discover the full story behind their incredible success: https://lnkd.in/eP3WQ9u6

"We live in amazing effectiveness times and McCain is a brilliant exemplar of what all brands could, and should, do." Amazing write-up of adam&eveDDB's IPA Effectiveness Awards Grand Prix-winning McCain Foods paper.

After 18 years of remarkable service, Belinda Beeftink, Research Director at the IPA, is set to retire on 31 December 2024, marking the end of an era in media research. Belinda leaves behind an impressive legacy of innovation and collaboration, having been instrumental in driving the growth of the IPA flagship research tool, TouchPoints, and shaping the landscape of audience measurement. In reacting to the news Paul Bainsfair, IPA Director General said: “Belinda is one of the big players in media research and has been an amazing asset to us over her long IPA career. Whilst we obviously wish Belinda the very best for a long and enjoyable retirement, we will miss her terribly and she will be a hard act to follow. Thankfully, she leaves behind an excellent team with a deep understanding of this most technical area of advertising.” From everyone at the IPA, thank you Belinda for your incredible service to the industry, and we wish you all the best in your retirement. For the full reaction: https://lnkd.in/ehYusadF

A new IPA report, 'Building an Effectiveness Culture in Agencies', provides evidence that proves the commercial benefits to agencies of embedding an effectiveness roadmap into their agency working, with greater success charted across all key business areas. According to the report, the percentage of respondents who report that their agency has an effectiveness roadmap – “a marketing effectiveness strategy or plan on a page, defining what effectiveness is, what success for any marketing-effectiveness approach looks like, and the key workstreams that should be delivered to overcome known pain points, and so helps deliver success” - has increased from 29% in the 2022 survey, to 75% today, and they are reaping the rewards. For the full findings: https://lnkd.in/eeqRfsH4

At Monday's IPA Effectiveness Awards, Chair of Judges Catherine Kehoe delivered a powerful speech on the state of marketing effectiveness, and why the learning from the entries is so important for our industry: https://lnkd.in/en9bEKTf

At yesterday's IPA Effectiveness Conference, Andrew Tindall presented new research into how creative consistency compounds advertising, brand and business. Compound Creativity, includes data from the IPA Effectiveness Databank and analysed brands across channels for 13 new creative consistency features, looking at 4,000+ ads from 56 brands across 44 categories, spanning 5 years and representing £3.3 billion in TV ad spend. For full details: https://lnkd.in/e2fGHbkp

And just like that, the 2024 Effectiveness Conference comes to a close. Special thanks must go to our 2024 sponsors Ekimetrics, Google, JICMAIL, The B2B Institute, System1, Thinkbox and TransUnion. Their support ensures these vital industry events continue to take place, offering not only a platform for insightful and meaningful conversations, but also networking and personal growth. For more #IPAEffectiveness content: https://lnkd.in/eYkwpijf

Now, without doubt one of the most anticipated sessions of #EffCon24, the first interview with the IPA Effectiveness Awards 2024 Grand Prix winners. Chair of Judges, Nationwide's Catherine Kehoe sits down with adam&eveDDB's Catherine Willoughby and Roisin Mulroney to get the story behind their Grand Prix winning McCain paper.