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An introduction to the Institute of Practitioners in Advertising (IPA)

The IPA was established in 1917, and is now the leading trade association and professional institute for advertising and marketing services agencies in the UK. Its 250+ corporate members represent over 70% of the total market value for advertising and marketing services and help manage £30 billion of marketing investment for some 5000 companies and 10,000 brands.

All business to consumer (B2C) companies quoted on the London Stock Exchange (FTSE 350) partner with IPA member agencies for their marketing services. As do the top 100 global advertisers.

37% of the clients of member agencies are non-UK owned. Of these two thirds have set up marketing departments in the UK. By 2020 our ambition is to work with more non-UK owned businesses.

For more information please visit www.ipa.co.uk

 

A guide to UK marketing services

The mission of IPA member agencies is "to help companies create, develop and grow value from brands".

IPA member agencies work in partnership with client companies to develop and realize their international marketing strategies.

They are expert in brand positioning, brand communications planning and buying, creative strategy and execution, measurement and evaluation.

IPA members know the people who run all of the different media channels for brand communication, both traditional and new, and know how to get value from them, not just in the UK, but also in Europe and the USA, Middle East, Africa and Asia.

To view a full list of our member agencies please visit www.ipa.co.uk/agencies

 

Best practice in client agency relationships

The IPA has developed best practice training to help clients and agencies develop successful outcomes at every stage in the marketing services management process.

  • Finding an agency

  • The client brief

  • Communications strategy

  • Judging creative work

  • Evaluation

  • Agency remuneration

The IPA is also developing new guidance to help clients and agencies understand the principles against which to build successful business relationships.

  • Longevity - it takes time to develop mutual understanding of the brand and business. A 3-5 year minimum contract period is recommended because it delivers better results.

  • A committed, cohesive team - a dedicated team both at the client company and at the agency ensure continuity and efficiency in day-to-day business operations.

  • Rigorous, collaborative processes - with senior level sign-off. There is a need for clarity about who has responsibility for taking the decisions. 

  •  Strategic and executional delivery - there is proven advantage in contracting the same agency to 'think' and 'make'.

  • A retained financial relationship - agreed terms of business from the outset, linked to output and outcomes, secure agency commitment to deliver the best teams and the best work.

For more information please visit www.ipa.co.uk/page/best-practice-guides

 

Case study – Embraer Executive Jets and MBA

Marketing to this c-suite level audience has changed with the leaps in technology made over the past few years. We need to be highly cognisant of the mobile & digitally integrated world, catering to an audience constantly on the move. Yet at the same time there is still a role for more traditional media such as direct mail with their ability to deliver something tangible and of value.

A recent campaign to launch the ultra-high-tech Legacy 500 tore up the rule book for Executive Jet marketing. The ‘default’ is to show business people doing business, often accompanied by ‘jet porn’ with the aircraft flying through pretty clouds.

Instead we focussed on the technology element, portraying the Legacy 500 as something so out there that it’s alien. The centre piece of this was a five minute “Hollywood blockbuster” style film featuring the brand ambassador Jackie Chan as a mysterious CEO hoping to get his hands on the latest technology.

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