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Welcome to your agency's
IPA Membership Report
I am delighted to introduce your 2018
Membership Report. I hope you find it an
interesting and motivating insight into the
many ways in which the IPA supports your
agency directly and the industry in general.
Having celebrated our centenary in 2017,
and taken a proud look back at the industry’s
achievements during those 100 years, our
focus in 2018 has been on the future. Under
Sarah Golding’s leadership, as IPA President,
and her #MagicandtheMachines agenda,
the aim is to get our members ready for
tomorrow’s tech-driven industry.
In this context we have heard from an array
of inspirational speakers, including journalists
Jamie Bartlett and Matthew d’Ancona;
Jared Cohen of Jigsaw; Snap’s Claire Valoti;
Twitter’s David Wilding; Jeremy Waite
from IBM Watson Marketing; and Amazon
Alexa’s Albert Creixell.
I am also pleased about the close ties we
have forged and the progress we have made
with Facebook and Google on the important
issue of online brand safety. Senior executives
from both organisations have addressed the
IPA Council recently.
This kind of work sums up our mission: to be
the people behind your people – the body
that dedicates itself to safeguarding, inspiring
and promoting your ongoing success. It’s work
that takes many forms.
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There are all the excellent advisory and research
services that we offer members; our wide-
ranging professional development and thought
leadership programmes; and the ongoing success
of TouchPoints, now in its ninth edition. Looking
ahead, I am particularly excited about our EffWeek
conference and Effectiveness Awards ceremony
on 9th October. I hope to see you there.
At the same time, behind the scenes we continue
our work on many fronts to promote the role,
rights and responsibilities of the advertising
industry. In partnership with the likes of the
Advertising Association, the Advertising Standards
Authority, ISBA and media research currencies
such as BARB and PAMCO, we make sure that
the regulation, standards and measurement
of our industry remain best-in-class globally.
These efforts, delivered without fanfare,
shouldn’t be underestimated.
Ours is a wonderful business and, with your
ongoing support, the IPA can help to keep
it that way.
Paul Bainsfair
Director General
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Influencing a
changing world
06 #MagicandtheMachines

10 Helping members to create
and deliver value

16 Helping members to do
business better

22 Helping members to recruit

and retain talent
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Influencing a changing world

Jamie Bartlett, author and journalist,

giving the keynote address at the 2018
Members’ Lunch on 18th April
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Influencing a changing world

#Magicand
theMachines
Sarah Golding’s mission as IPA President
is to help the industry embrace a new,
tech-led creative era – one that will
be both exciting and daunting and will
radically change the way marketing works.
Below
IPA President Sarah Golding at the
2018 Members’ Lunch on 18th April

#MagicandtheMachines
“Automation will change lives at every level in our
industry. The machines will be our new colleagues
– and they will be the smartest, fastest, most
challenging colleagues any of us has ever had.
But in order to make even more creative magic,
we must embrace the machines, enjoy the
machines and trust the machines.”
This was Sarah’s rallying call when she set out
her presidential agenda in 2017. It focuses on
three key areas: Mastering the Machines, Magic
with Numbers and Monitoring the Machines.
The first area, Mastering the Machines, helps
agencies understand and use technology to
create better brand experiences. This is being
brought to life via our IPAi platform for education,
collaboration and inspiration. Recent events have
included talks on: ‘Find your voice: How brands
can capitalise on voice-based interactions’,
with Amazon Alexa’s Albert Creixell; ‘How tech
will affect the workforce’, with David D’Souza
from the Chartered Institute of Personnel and
Development; and our own Nigel Gwilliam’s
reflections on the key themes from this year’s
SXSW Interactive Festival in March.
Indicative of Sarah’s desire to get the IPA ahead
of the curve, at the forefront of the debate around
creativity and technology, was her address to
business leaders and entrepreneurs at this
summer’s Createch event in London.
In the second area, Magic with Numbers,
members are encouraged to use data as the
launch pad for creative thinking and targeting.
The President’s Prize at this year’s Effectiveness
Awards on 9th October will reward the case
study that demonstrates the best use of tech-
led data in creative strategy, delivery, execution,
optimisation or measurement of effect.
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Another critical data-based focus for the
IPA in 2018 has been preparing our members
for GDPR, which came into effect on 25th May.
A comprehensive online help pack is available
to members, which was compiled by the IPA’s
Legal Team in collaboration with the law firm
Bristows LLP.
The third and final area, Monitoring the Machines,
is aimed at delivering greater digital media quality
and security, including guarding against ad fraud
and ensuring better online brand safety. We have
been working closely on these initiatives with
Facebook and Google and were delighted when,
earlier this year, Google signed up fully to the
cross-industry DTSG principles.
Our commitment to a safer ‘new’ media
landscape and protecting members, advertisers
and consumers alike hasn’t ended here. Following
a six-month inquiry into the UK advertising industry,
JICWEBS, the body co-founded by the IPA which
oversees the development of best practice in
digital ad trading, received the backing of
the House of Lords.
In May, we responded to a House of Lords’ inquiry
into ‘The Internet: To Regulate or Not to Regulate’.
We also made an official call to the Electoral
Commission and the political community at large
for a moratorium on micro-targeted political
advertising online, through which very small
numbers of voters can be targeted with specific
messages that exist only briefly, as well as lobbied,
in the interests of transparency, for all political
advertising to be listed for public display.
Left
Amazon Alexa’s Albert Creixell
speaking at the IPA in May 2018
Below
Steven Chang from Tencent
at Createch in June 2018
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Influencing a changing world

Advertising has entered a new era of

creativity and innovation.

Artificial Intelligence, Virtual Reality,

and Augmented Reality are
transforming the way agencies
target and speak to audiences. No
longer just science-fiction or hype,
the machines are making a real
impact on our industry.

IPA member agencies are driving

the commercial application of these
emerging technologies.

# MAG ICAN DTH EMACH IN ES

Incorporated
by Royal Charter
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The IPA’s three pillars

Effectiveness
#MagicandtheMachines is spearheading our How we create
efforts to inspire and inform members. It is also and deliver value
central to our ongoing work to shape the industry
and support its infrastructure and eco-system.

We organise our wide-ranging activities into three Commercial

core pillars: (1) Effectiveness: to help members
to create and deliver value; (2) Commercial: to do How we do
business better; and (3) Talent: to recruit and retain business better
the best people. Each pillar has its own member-
led Leadership Group, and this section of your
report looks at what each group has achieved
over the last year. Talent

For more information, visit www.ipa.co.uk/groups How we attract

and retain talent

Below
Sarah Golding at EffWeek 2017
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Helping members
to create and
deliver value

The IPA Effectiveness Pillar devotes
itself to creating and promoting a culture
of effectiveness within both agencies and
clients. It does this by building an unrivalled
body of evidence showing how marketing
communications work, and providing
agencies and clients with the tools to
put this culture into practice and grow
their businesses.
EffWorks
Established in 2016 by the IPA and industry
partners, EffWorks is a global initiative that
pinpoints and examines the drivers for
marketing success. The objectives of this
analysis? To increase trust in marketing and
to shift the focus from reporting to learning,
and from justification and post-rationalisation
to accountability and transparency.
EffWorks is about showing that, when done
right, marketing is a route to profitable growth
and business transformation.
It focuses on three areas: (1) ‘marketing marketing’
– formulating the case for marketing investment
and return on investment in the short, medium
and long term; (2) ‘managing marketing’ –
providing awareness and understanding of how
marketing works; and (3) ‘monitoring marketing’
– developing the industry models and techniques
that can plan and measure the impact
of marketing activity.
Research projects for each of these areas
are ongoing and a new IPA publication –
Effectiveness in Context by Les Binet and
Peter Field – is being produced.
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Each October, EffWorks culminates in EffWeek,
a programme of events that brings agencies,
marketers, C-Suite executives, media organisations
and industry bodies together and showcases
the latest research and thought leadership.
This year’s EffWeek runs from 8th – 12th October,
with the centrepiece conference on 9th October
at CodeNode in London, followed that evening
by the IPA Effectiveness Awards at the Hilton
Park Lane. The Awards are widely regarded as
the world’s most rigorous demonstration of the
power of advertising to transform brands, and
the winning case studies will be added to the IPA’s
EASE databank of over 1,300 Effectiveness Awards
papers. These winning cases will also be discussed
at an event at the IPA on the final day of EffWeek.
The EASE databank continues to grow, but it is not
the only way we are expanding our Effectiveness
learning portfolio. Coming soon are the MIPA-
accredited Effectiveness Essentials Programme
for entry-level practitioners; three new advanced-
level Masterclass events showcasing the best
content from EffWeek; and, in 2019, a relaunch
of the renowned Eff Test qualification.
As ‘owners’ of Effectiveness, we work hard
behind the scenes to support and promote
our members and their commercial success.
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Influencing a changing world

Les Binet at the launch

of TouchPoints 2017

“To influence behaviour, it’s imperative

that we really understand the people
we are targeting, beyond their social
profiles. In this regard, TouchPoints is
hugely important as it gives us invaluable
insights into people’s real, daily lives.”
(Stuart Butler, Chief Strategy Officer,
Team O2, Havas UK)

TouchPoints
TouchPoints is the IPA’s consumer-centric, cross-
media and cross-device database that provides
unique insights into people’s lives and how they
use media. Launched in 2006 and now produced
annually, TouchPoints 2018 was launched
at BAFTA on 13th September.
Over 70 companies now subscribe to TouchPoints
and among those to sign up this year were
member agencies Golley Slater and Saatchi
& Saatchi, as well as Ofcom and Spotify.
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TouchPoints provides two datasets. The first,
TouchPoints Daily Life, provides a detailed ‘week
in the life’ view of consumer behaviour. 6,000
respondents record their activities and mood for
each waking half-hour over a seven-day period
and complete a detailed questionnaire on attitudes
– thus giving a unique insight into their media
usage habits. Daily Life also includes a ‘passive’
dataset, providing a census measurement of all
activity on a subset of respondents’ smartphones
and tablets over a one-week period.
The second dataset, the Channel Planner,
is the industry’s only cross-media channel
planner. It has been created by integrating
industry media currencies with the Daily Life
survey. Better still, users can integrate their
own databases or proprietary tools to build
an enhanced picture of their company,
clients and brands. New features include
video on demand and programmatic metrics.
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Influencing a changing world
Insight
“I’ve used the IPA’s Insight Team many times
and they always provide invaluable information
and inspiration on a broad range of projects.”
(Joe Smith, Strategy Director, AMV BBDO)
The IPA Insight Centre is like adding an agency
to your agency. It provides members with
consumer and industry data to help with
new business pitches or any kind of brand
or campaign planning.
The Insight team subscribes to a range
of premium research resources, providing
access to a wide variety of reports and datasets
on different markets, sectors, consumer attitudes
and behaviours.
Depending on the question asked, the team
will put together an Insight Pack. Members can
present this to clients in full or use it as part of their
own presentations. These reports aim to provide
a comprehensive, data-driven response to any
brief, such as “What do car buyers look for when
purchasing a new vehicle?” or “Please could you
provide an overview of the UK opticians market.”
The team also produces its own series of Trend
Perspectives. These short reports detail five key
trends in different consumer sectors, such as
Travel & Tourism, House & Home and Alcoholic
Drinks. They are brought to life with branded
examples and data snippets. The full library is
updated regularly and available for members to
access, free of charge, at www.ipa.co.uk/insight.
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For 2018 the team has added The AI Radar
(a quarterly round-up from the world of artificial
intelligence that includes the IPA’s own survey
of the UK public and advertising professionals,
plus expert opinions from leading agency figures
and our trends partner, Foresight Factory); Region
& Country Profiles (economic and demographic
snapshots of different countries and UK regions);
and InTouch (a micro-report series on topics such
as video on demand and mobile payments, which
combines IPA and third party subscription data).
In addition, the team commissions its own
proprietary research and then makes it available
to members in digestible formats. Recent survey
work has ranged from voice assisted technology
to the social media habits of UK advertising
employees, and future research is planned on
Gen Z audiences. The team also produces ad
hoc special reports (most recently, The Consumer
Next Year).
And the cost of adding this agency to your agency?
The Insight service is free to members, there are
no limits on how many times it can be used, and
the team allocates up to 90 minutes per enquiry.
To request Insight’s help, simply email your brief
to insight@ipa.co.uk.
 15

The Insight team subscribes to a range

of premium research resources, providing
access to a wide variety of reports and
datasets on different markets, sectors,
consumer attitudes and behaviours.

Below
Devki Patel, left, from the IPA’s
Insight Team, talking to members
in Birmingham
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Influencing a changing world

Helping
members to do
business better
The Commercial Leadership Group’s
mission is to explore and examine the
business behaviours and practices that
can inspire better commercial performance.
It’s another example of how the IPA is
working behind the scenes to empower
its members.

Daniel Franklin, Executive Editor,

The Economist, speaking at the
2018 Business Growth Conference
on 11th July

Business Growth Conference
The conference is the Commercial Leadership
Group’s flagship annual event. This year it took
place on 11th July at The British Library Knowledge
Centre in London and was attended by over
200 senior figures from member agencies.
The conference addressed some key issues
of this complex and fast-changing business age.
What are agencies doing to prepare for the future?
Who is breaking new ground and transforming
clients’ businesses? Where is real growth
coming from and what we can learn from it?
The impressive line-up of speakers included
Daniel Franklin, Executive Editor of The Economist,
Tim Castree, Global CEO of Wavemaker and
Sam Tomlinson, Partner, PwC.
Since the conference we have been consulting
with marketing and procurement colleagues
on the drafting of an IPA ‘Commercial Charter’,
a summation of the core principles that
underpin mutually successful client and agency
relationships. In addition, an updated version
of the popular best practice guide, Finding
an Agency, will be launched in the autumn.
Below
Images from the 2018 Business
Growth Conference on 11th July
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Market intelligence & advice
Another of the IPA’s important services is to
provide members with industry benchmark
data. We conduct three surveys annually: the
salary survey in January/February; the charge
-out rate survey in April/May; and the census
of the industry’s employee base in September/
October. The census is publicly available,
but the results of the salary and charge-out
rates surveys are shared only with those
members who complete the questionnaires.
Meanwhile, the IPA Finance Team, led by
David Clasen, is on hand to discuss topics
such as pricing strategies, remuneration
models, tax and insurance.
The long-established Bellwether Report provides
members with a unique insight into confidence
levels among marketing directors. Distributed
free of charge each quarter, the report, published
by Markit, features original data drawn from
a 300-strong panel of UK marketing professionals.
The next report is due out in October.
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Influencing a changing world

Our GDPR Pack, to help agencies

comply when processing personal
data as controllers, was created
in partnership with the law firm
Bristows LLP.

Below
Richard Lindsay, left, IPA Legal
& Public Affairs Director
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The legal landscape

Besides responding to the thousands of specific
requests for advice that come its way every year,
the IPA Legal & Public Affairs Team devotes a lot
of its time to keeping members up-to-date on
the legal and regulatory changes in marketing
communications and employment law.
This year has been dominated by the GDPR
(General Data Protection Regulation), which
came into force on 25th May.
We prepared members for this with a range
of resources – whether acting as data controllers
or processors – including a GDPR Pack (created
in partnership with the law firm Bristows LLP),
Best Practice Principles and Guidance Notes.
We also agreed with ISBA a set of GDPR clauses
that agencies may use when acting as data
processors with clients.
Numerous alerts have been circulated, including:
‘Government response to consultation on
Gaming Machines and Social Responsibility’
(which included sections on gambling online
and gambling advertising); ‘Advertised Delivery
Restrictions and Surcharges’; ‘Review and call for
evidence on HFSS Advertising’; and ‘Responsible
gambling messages on TV ads'.
Members also have access to a wide range
of template marketing communications and
employment documents, and they can consult
the team for advice if they feel a client is
attempting to impose on them unreasonable
terms of business.
In all of these ways the IPA strives to safeguard
the well-being of its members. There is more
information on all of them at www.ipa.co.uk/legal.

Another significant recent initiative was the

launch in May of the IPA’s ‘Code of Best Practice
on Dignity at Work’, comprising a template policy
and accompanying guidelines to help members
eradicate inappropriate work cultures. Juliet
Bawtree, the IPA’s employment law specialist,
said that: “Having a properly implemented and
supported Dignity at Work policy will foster a more
diverse and productive work culture. Agency staff
should in turn be empowered to produce their
best work, without cultural or social barriers,
so their agency will shine.”

Other recent guidance notes have included:

‘Use of Artist Declaration Forms’; ‘2018 FIFA World
Cup’; ‘Negotiation Tips: Extended Payment Terms’;
and ‘EU Trade Mark Reform’.
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Influencing a changing world
Industry representation & support
We continue to work with industry partners in
pursuit of common objectives: to promote the
value of advertising and the freedom to advertise
responsibly, and to protect the industry against
unnecessary regulation.
We liaise closely with the Advertising Association,
the body which plays a vital role in providing
evidence-based responses to attacks on
advertising freedoms. Paul Bainsfair sits on its
board and also represents members’ interests
on the National Associations’ Council of the
EACA (European Association of Communications
Agencies), based in Brussels.
Richard Lindsay, Director of Legal & Public
Affairs, is closely involved in the industry’s self-
regulatory system as a director of CAP and BCAP
and as an observer on Clearcast’s Copy Committee. of production skills training courses and is on
He is also a director of MediaSmart, a not-for-profit hand to advise members on production queries.
company that teaches children to think critically
about advertising in the context of their daily lives. Janet Hull, Director of Marketing Strategy,
Lynne Robinson, Research Director, plays a vital
role in how media is measured and traded in the
UK. Together with David Clasen, Finance Director,
she represents members’ interests on all of the
industry’s media research currency boards.
Below
The IPA’s Nigel Gwilliam, left,
in conversation with Professor
Chris Speed in Edinburgh in
May 2018
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In the digital sector, Nigel Gwilliam, Consultant
Head of Media & Emerging Technology, is involved
in the industry’s drive to counter fraud and
promote brand safety and best practice. He is a
member of the Joint Industry Committee for Web
Standards (JICWEBS), involving the IAB and ISBA,
and also runs the IPA’s Brand Tech and Media
Futures Groups. In March, he led the IPA’s annual
trip to the SXSW Interactive Festival in Austin,
Texas, together with over 150 members.
Kim Knowlton, the IPA’s Consultant Head
of Production, represents the IPA in its dealings
with trade unions (such as Equity and the
Musicians’ Union) and trade bodies (like the
Advertising Producers Association). She also
runs the IPA’s Production Policy and Business
Affairs working groups, has set up a range
represents the IPA on the Creative Industries
Council (CIC), a partnership of industry and
government, and is project lead on the annual
Createch event during London Technology Week
and the www.thecreativeindustries.co.uk website.
Janet also chairs the AA's 'Promote UK' working
group, to raise the profile of the UK advertising
sector globally, in partnership with the Department
for International Trade and London & Partners.
IPA trade missions are planned to the USA
West Coast in November 2018 and to
Shanghai in March 2019.
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Matt Hancock MP, former Secretary of

State for Digital, Culture, Media & Sport,
at the Creative Pioneers² Class of 2018
graduation ceremony in March
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Helping members
to recruit and
retain talent
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The objective of the Talent Leadership

Group is to promote advertising as a
dynamic, exciting career, reinforced
by a rigorous programme of professional
development. Attracting and developing
the best people is vital for the industry’s
future and a key part of the IPA’s remit.

Discovering talent

This year saw the launch of Creative Pioneers², Advertising Unlocked was another new initiative
the successor to the original Creative Pioneers in 2017: a coordinated day of open house events
scheme which has created nearly 600 held in over 60 member agencies around the UK.
apprenticeships in more than 100 IPA agencies It gave school leavers, students, graduates and
since it was launched in 2012. This is vital career switchers the opportunity to look inside
new talent. an agency and learn about the various job roles
available. This year, Unlocked takes place on
Developed by the IPA, Creative Pioneers² 28th September and we’re hoping for more
is supported by the Creative Industries Council than 2,000 participants.
(CIC), promoted by Metro and delivered by Arch
Apprentices, the country’s leading provider of We have also established a partnership with
digital, media and technology apprenticeships. the pioneering recruitment app, Debut. This
provides member agencies with a unique
Two high profile Creative Pioneers² events were opportunity to purchase a Debut ‘job card’
held in March, during National Apprenticeship at a much-reduced rate and post entry-level
Week. There was a reception for employers vacancies in a mobile-first format to an audience
and allies, with guest of honour Dinah Caine of over 70,000 students and graduates.
CBE, a member of the CIC and chair of its
sub-group on Education and Skills; and the
graduation ceremony for the Class of 2018,
at which Matt Hancock MP, the then Secretary
of State for Digital, Culture, Media and Sport, Below
handed out the prizes. Creative Pioneers² Class of 2018
graduation ceremony in March
Following the introduction of the Government’s
Apprenticeship Levy in April 2017, applicable
to all UK businesses with an annual wage bill
in excess of £3m, the IPA set up a Trailblazer
Group with 30 member agencies. The group
developed a new Advertising and Media
Executive Apprentice Standard and End
Point Assessment Plan, which were approved
by the Institute for Apprentices in June.
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Influencing a changing world
Promoting diversity
The IPA’s commitment to working collaboratively
with agencies to improve diversity within the
industry has manifested itself in numerous
ways this year.
As well as continuing to grow our Diversity
Hub with the latest survey data, news and views,
we have become involved with the Advertising
Diversity Taskforce, powered by Grey London;
UN Women, the organisation dedicated to
gender equality and female empowerment;
and Unilever’s new global initiative, the
Unstereotype Alliance, whose goal is to banish
stereotypical portrayals of gender in advertising
and all brand-led content.
Below
Sue Unerman from MediaCom speaking
at the Stepping into the Spotlight event
in March 2018
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We have also held diversity round tables,
bringing together business leaders from inside
and outside the industry to share best practice
and celebrate successes; masterminded and
chaired a ‘Diversity in the Creative Industries’
panel event at AdWeek Europe; and sponsored
and participated in the Creative Equals
Neurodiversity Conference.
Ten remarkable women out of an exceptional
field were announced as the winners of this
year’s Women of Tomorrow Awards, run by
the IPA and Campaign. They, along with all
the shortlisted entrants, were lauded at an
awards ceremony on International Women’s
Day at The Mayfair Hotel in London.
To coincide with these awards, a Stepping
into the Spotlight session was held at Burberry’s
London offices. Its aim was to inspire our next
generation of female leaders. It was another
piece in the jigsaw so that the IPA reaches its
gender equality target and boosts the level
of female representation in the boardroom
to 40% by 2020.
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Above
Images from the IPA Women of
Tomorrow Awards in March 2018
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Influencing a changing world

Above Right
Helen Tupper, Chair of Judges for Caroline Benson presenting
CPD Gold, at the 2018 Members’ the Speaker’s Cup to Total Media’s
Lunch in April Fulvio Milesi in May 2018

Below
Sarah Golding with JWT’s Gareth
Price, winner of the 2017 Excellence
Diploma President’s Prize

Developing talent
The IPA is very proud of its world-class professional The IPA’s qualifications programme continues
development programme.
Underpinning the programme is an annual
commitment by members to achieve CPD
accreditation. In return, the IPA recognises those
members who can demonstrate the excellence
of their learning programmes via the Gold and
Platinum awards. For 2017, 33 agencies were
awarded Gold, of which 21 also received Platinum
for having achieved Gold in at least four of the
previous five years. All of these members were
lauded at the Members’ Lunch in April.
Helen Tupper, Commercial Marketing Director
at Microsoft and 2017 Chair of Judges for CPD
Gold, wrote: “It has been an honour to be the
Chair of Judges for CPD Gold this year and really
inspiring to see the diverse ways in which agencies Numerous training courses have taken place
are investing in their people. When agencies and
clients work together as partners, not only on the
production of great work but on the development
of great teams, we can face any challenge and
produce outstanding results.”
The IPA runs free CPD workshops for members,
where CPD Managers can share ideas and
discuss best practice, and training forum sessions
on subjects such as ‘The Future of Learning’.
Additional events include the annual Speaker’s
Cup competition, run by Graham Singleton
of Make Yourself. This year it was judged by
Caroline Benson of Cuttsy+Cuttsy and won
by Total Media’s Fulvio Milesi. Members also
have access to a suite of free online modules
on, for example, ‘Evaluating Training’.
Section 1
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to grow in popularity, not only in the UK but
also overseas. This year, over 1,000 candidates
passed the two-hour Foundation Certificate
exam; 36 members were awarded the TV
Production Knowledge Certificate; and more
than 90 completed the six-month-long
Advanced Certificate curriculum. A new
Digital Performance Certificate will launch
soon, and the next Excellence Diploma
programme will commence in early 2019.
Overseas, the Foundation Certificate has run
in Europe via the EACA, as well as in Australia
and the USA. The Eff Test has been adopted
by Ogilvy Worldwide and continues to grow
in popularity in Malaysia and Singapore.
this year as well, including ‘The Fundamentals
of Branding’ with Merry Baskin and Paul Feldwick
and the ‘Business Leadership’ programme,
which ran during several evenings between
March and September.
Looking ahead, an exciting new seminar entitled
‘How to be Human’ begins in November. Devised
by celebrated industry strategist Jon Leach
and the author Ian Leslie, this is part of the
#MagicandtheMachines learning programme
and is designed to help agencies thrive in the
age of artificial intelligence and smart machines.
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Influencing a changing world

Accredited MIPA

Accredited MIPA is the IPA’s personal membership
scheme. It was launched in 2016 to recognise
publicly those individuals who can demonstrate
their commitment to learning and development.
It is the industry’s most visible and robust badge
of professionalism, of value not only to individuals
but also to their agencies and clients.
In the words of one Accredited MIPA, M&C
Saatchi’s Head of Account Management Leanne
Silman: “As the role of the advertising agency
has diversified and expanded, so must the breadth
of knowledge of those within the industry. The IPA’s
qualification-based MIPA standard is an excellent
way to equip yourself to be a true partner to your
client, add more value to your agency and help
propel your career.”

To qualify as an Accredited MIPA, an individual

Page right, above
Foundation Certificate exam, will need to have completed CPD compliance
February 2018 (i.e. at least 24 hours of eligible learning) in each
of the previous three years, as well as accumulated
Page right, below
Members at an IPA event in a minimum of five stars of IPA qualifications and/
Birmingham, November 2017 or assessed courses, in line with the system below.

Advanced level

Advanced Commercial Acumen

Advanced Leadership Skills

Essentials level
Advanced Strategic Planning
Commercial Certificate

Team Leadership & Management

LegRegs

Eff Test

Foundation level
Advanced Certificate
Strategic Bootcamp

The Fundamentals of Branding

Excellence level

How To Be Human
Digital Performance Certificate

Business Leadership Programme

Foundation Certificate

Excellence Diploma
TV Production Certificate
Section 1

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Influencing a changing world

Inspirational evening events around

the UK have been held so far this year
in Newcastle in May, Manchester in June
and Bristol in September. The annual
Scotland members’ reception took place
in Edinburgh’s Central Hall in May.

Right
Clockwise from top left: Patrick
Collister in Newcastle in May 2018;
James Pais in Edinburgh in May 2018;
the IPA Around the UK team of Chairs
and City Heads in Birmingham in
November 2017

Below
James Schad talking to members
in Manchester in June 2018

Around the UK
The IPA’s team of Chairs and City Heads
spearheads our wide-ranging programme
of events and training around the UK. The three
Chairs are Andy Reid (McCann Bristol) for England
& Wales; Stephen Roycroft (RLA) for Northern
Ireland; and James Pais (Frame Agency) for
Scotland. The four City Heads are Michelle
Wright (Gough Bailey Wright) for Birmingham
and the Midlands; Tim Jones (True) for Bristol
and the South West; Simon Jones (Wavemaker)
for Manchester and the North West; and Dan
Appleby (Drummond Central) for Newcastle
and the North East.
Inspirational evening events have been
held this year in Newcastle in May, Manchester
in June and Bristol in September. The annual
Scotland members’ reception took place in
Edinburgh’s Central Hall in May. Professor Chris
Speed from the University of Edinburgh was the
guest speaker on artificial intelligence and the
winners of the Scottish Student Advertising
Awards were announced. Evening events
in Belfast (24th October) and Birmingham
(7th November) follow soon.
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Other events held included Effectiveness
Workshops in Manchester, Bristol and Edinburgh;
a joint centenary celebration with the Government
Communications Service in Edinburgh; a Scottish
Ballet Creative Inspiration evening in Glasgow;
Patrick Collister’s ‘Blessed are the Creeks’ seminar
in Newcastle; and the Annual Quiz in Scotland.
In addition, two roadshows were held in the
spring: Nigel Gwilliam’s highlights from the
2018 SXSW Interactive Festival and Richard
Lindsay’s GDPR workshop.
For the second year, the IPA supported February’s
Prolific North Live two-day expo in Manchester
and the Digital DNA event in Belfast in June. And
we made debuts at Social Media Week in Bristol
in February and the Visual Media Conference
in Leeds in March.
As for professional development, the Foundation
Certificate exam took place in a record 10 venues
around the UK in February and courses have been
held in all the IPA’s major city hubs.
Section 1 IPA M
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33

Your service
usage
34 Your statistics

38 How we put a value
on our services
Graph chart variable.
The graph on p. 32 is a bar chart, with two bars. The bars
begin on the left and grow to the right to indicate their
relative size. The bigger of the two bars (whichever that
might be) should be in the darker purple shade, and the
smaller bar in the lighter purple shade.
The format of all ‘£XXXXX’ value data is presented in a
currency format with a comma to denote clearly whether
the amount is 4 figure sum, 5 figure sum etc.
For example: £1,500 / £10,500
Replace ‘£XXXXX’ with data from COLUMN AD
Replace accounts ‘£XXXXX’ with data from COLUMN C
Replace ‘£XXXXX’ with data from COLUMN CJ
Replace ‘XXX%’ with data from COLUMN CL
Replace average ‘XXX%’ with data from COLUMN CM
Replace last year ‘XXX%’ with data from COLUMN CN
IPA Membership Report Section 2
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Your service usage
Your statistics
This section of the report summarises the return your agency achieved on
its IPA investment during the 12-month period 1st July 2017 – 30th June 2018.
£XXXXX
Your IPA costs, of which
your subscription accounts
for £XXXXX (See Note 1)
£XXXXX
Equivalent open market value
(See Note 2)
Your value score XXX%
Average value score (See Note 3) XXX%
Your score last year XXX%
1 'Your IPA costs’ includes your agency's 2 ‘Equivalent open market value’ is an 3 'Average value score’ is the average
IPA subscription for 2018 (as at 1st July), estimate of how much it would have achieved by agencies who paid a similar
plus any supplementary spend on e.g. cost you to source on the open market level of subscription to you for 2018.
awards submissions, events, media similar services to those provided by
research, publications, room bookings, the IPA. See section ‘How we put a
training courses/qualifications and value on our services’ for more details.
TouchPoints.
 Section 2 Graph chart variable.

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Naturalis Vanilla Smooth 135gsm of value derived from each of the services in relation to all
the other services. For any services for which there is zero
value, the bar should be blank (e.g. see Events below).

Services should appear in alphabetical order.

35

The bar graph below shows the services from which your
agency derived most value – excluding media research
subscriptions. For a more detailed breakdown of all services,
including media research, please see the table overleaf.

Accredited MIPA Accredited is based on COLUMN AI of data file.

Agency surveys Agency is based on COLUMN AJ of data file.

Awards Awards is based on COLUMN AM of data file.

Case studies Case Studies is based on COLUMN AN of data file.

CPD accreditation
CPD is based on COLUMN AR of data file.

Events
Events is based on COLUMN AS of data file.

Financial advice Financial is based on COLUMN AT of data file.

Industry representation Industry is based on COLUMN AU of data file.

& support
Insight enquiries Insight is based on COLUMN AV of data file.

Legal advice Legal is based on COLUMN AZ of data file.

Management advice Management is based on COLUMN BB of data file.

Production advice Production is based on COLUMN BA of data file.

Professional Development Courses is based on COLUMN BS of data file.

courses
Professional Development Qualifications is based on COLUMN CB of data file.
qualifications
Publications Publications is based on COLUMN CC of data file.

Room bookings Room Bookings is based on COLUMN CD of data file.

Talent Talent is based on COLUMN CH of data file.

Tenders Tenders is based on COLUMN CI of data file.

TouchPoints Touchpoints is based on COLUMN CJ of data file.

Website Website is based on COLUMN CP of data file.

Table data variable.
‘XXXX’ amounts in ‘Total’ column is presented in
a currency format with a comma where necessary
to denote clearly how many figures the sum
consists of.
For example: 1 / 100 /1,000 / 10,000 / 100,000 etc
There is no need to include any currency symbols
as this is listed above.
Accredited: Replace ‘XXXX’ with COLUMN AF
Agency: Replace ‘XXXX’ with COLUMN AG
Awards/Best of: Replace ‘XXXX’ with COLUMN AH
Awards/Effective: Replace ‘XXXX’ with COLUMN AI
Case Studies: Replace ‘XXXX’ with COLUMN AK
CPD/accreditation: Replace ‘XXXX’ with COLUMN AM
CPD/workshops: Replace ‘XXXX’ with COLUMN AN
Events: Replace ‘XXXX’ with COLUMN AP
Financial: Replace ‘XXXX’ with COLUMN AQ
Industry: Replace ‘XXXX’ with COLUMN AR
Insight: Replace ‘XXXX’ with COLUMN AS
Legal/Employment: Replace ‘XXXX’ with COLUMN AT
Legal/Marketing: Replace ‘XXXX’ with COLUMN AW
Management: Replace ‘XXXX’ with COLUMN AW
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Your service usage
Your statistics
Below please find a more detailed breakdown of the value your agency
achieved during the 12-month period 1st July 2017 – 30th June 2018.
Service Equivalent open Total
market value (£)
Accredited MIPA £200 per Accredited MIPA in your XXXX
employment as at 30th June 2018
Agency surveys XXXX
Charge-out rates (2018) £750
Salaries (2018) £750
Commercial Behaviours (2017) £1,500 for bespoke report & consultation
Awards
Best of Health Show 2017 Dependent upon entries made XXXX
Effectiveness Awards 2018 Dependent upon entries made XXXX
Case studies £50 per case study XXXX
CPD accreditation
Accreditation for 2017 10% of your IPA subscription XXXX
(15% for Gold; 20% for Platinum)
Free workshops/ £100 per workshop attended/ XXXX
online modules online module viewed
Events Dependent upon event(s) attended XXXX
Financial advice £250 per enquiry XXXX
Industry representation 35% of your subscription XXXX
& support
Insight enquiries £100 per 90-minute enquiry, plus XXXX
value of research materials used
Legal advice
Employment law enquiries £350 per 60-minute enquiry XXXX
Marketing law enquiries £325 per 60-minute enquiry XXXX
Management advice £1,500 per day (calculated pro rata) XXXX
 Media/ABC: Replace ‘XXXX’ with COLUMN AX
Section 2
Media/BARB: Replace ‘XXXX’ with COLUMN AY
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Media/PAMCO: Replace ‘XXXX’ with COLUMN BA

Media/ROUTE: Replace ‘XXXX’ with COLUMN BB

37
Production Advice: Replace ‘XXXX’ with COLUMN BD

Media research Dependent upon research purchased PDC/production: Replace ‘XXXX’ with COLUMN BE
ABC XXXX
BARB XXXX PDC/Half: Replace ‘XXXX’ with COLUMN BF
JICRIT/J-ET XXXX
PAMCO/NRS XXXX PDC/Full: Replace ‘XXXX’ with COLUMN BG
ROUTE XXXX
PDC/Advanced: Replace ‘XXXX’ with COLUMN BH
Production advice £250 per enquiry XXXX

Professional Development courses PDC/Fundamentals: Replace ‘XXXX’ with COLUMN BI

Production evening talks £50 per attendee XXXX
Half-day Energisers £225 per attendee XXXX PDC/One-day: Replace ‘XXXX’ with COLUMN BK
Full-day Accelerators Dependent upon course(s) booked XXXX
Advanced Commercial Acumen £750 per attendee XXXX PDC/Business: Replace ‘XXXX’ with COLUMN BJ
Fundamentals of Branding £750 per attendee XXXX
One-day MBA £900 per attendee XXXX PDC/Bespoke: Replace ‘XXXX’ with COLUMN BL
Business Leadership £2,200 per attendee XXXX
Bespoke training Dependent upon consultancy provided XXXX PDQ/Advanced: Replace ‘XXXX’ with COLUMN BN
Professional Development qualifications
PDQ/Commercial: Replace ‘XXXX’ with COLUMN BO
Advanced Certificate £2,000 per candidate XXXX
Commercial Certificate £250 per candidate XXXX
Eff Test £350 per candidate for free learning; XXXX PDQ/Eff: Replace ‘XXXX’ with COLUMN BP
£700 for learning and exam
Excellence Diploma £6,500 per candidate XXXX PDQ/Excellence: Replace ‘XXXX’ with COLUMN BQ
Foundation Certificate £250 per candidate for free learning; XXXX
£500 for learning and exam PDQ/Foundation: Replace ‘XXXX’ with COLUMN BR
LegRegs £250 per candidate; XXXX
£75 per Lewis Silkin seminar PDQ/LegRegs: Replace ‘XXXX’ with COLUMN BS
TV Production Certificate £4,400 per candidate XXXX
PDQ/TV: Replace ‘XXXX’ with COLUMN BT
Publications
Bellwether Report and Dependent upon publication(s) XXXX
Publications: Replace ‘XXXX’ with COLUMN BV
other publications distributed received/purchased
to members free of charge
Room Bookings: Replace ‘XXXX’ with COLUMN BW
Room bookings Dependent upon booking(s) made XXXX
Talent/Jobs: Replace ‘XXXX’ with COLUMN BX
Talent
Jobs postings on Jobs Online £100 per posting XXXX Talent/Graduate: Replace ‘XXXX’ with COLUMN BY
Debut graduate recruitment app £3,400 per ’job card’ purchased XXXX
Tenders: Replace ‘XXXX’ with COLUMN CA
Tenders £500 per year XXXX
TouchPoints: Replace ‘XXXX’ with COLUMN CB
TouchPoints Dependent upon subscription XXXX

Website (ipa.co.uk)
Web/Agency: Replace ‘XXXX’ with COLUMN CD
Agency List page: £750 per year XXXX
XXX page impressions Web/Page impressions: Replace ‘XXX’ with COLUMN CC
XX click-throughs to own website
Active users £50 per user XXXX Web/Click: Replace ‘XXXX’ with COLUMN CD
Content accessed Dependent upon content XXXX
Pitch protection online facility £50 per pitch registration XXXX Website/Active: Replace ‘XXXX’ with COLUMN CF

Website/Content: Replace ‘XXXX’ with COLUMN CG

Total value XXXX Website/Pitch: Replace ‘XXXX’ with COLUMN CH

Total Value: Replace ‘XXXX’ with COLUMN CJ

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Your service usage

How we put a value

on our services
This section explains how we
have estimated the valuations
for our various services.

Accredited MIPA
The IPA launched its new form of personal
membership – Accredited MIPA – in 2016.
To qualify as an Accredited MIPA, an individual
must have achieved five stars of IPA qualifications
and/or assessed courses, as well as CPD
accreditation in each of the previous three
years (see ipa.co.uk/MIPA for more details).
Accredited MIPA status is free – as long
as the individual remains in the employment
of a member agency, failing which a £200
annual fee applies. For the purposes of this
report, therefore, a value of £200 has been
attributed to each Accredited MIPA in your
agency’s employment as at 30th June 2018.
Agency surveys
The IPA conducts regular surveys among
member agencies on, for example, charge-out
rates and salaries, which can be extremely useful
to members for financial planning. The top-line
themes of these surveys are published on the
website, but the full results are shared only
with those members who input their data
by completing the questionnaires.
In recognition of the work that goes into
conducting and analysing these surveys,
and given that the data is not readily available
elsewhere, a value has been ascribed of £750
per survey received.
In addition, a value of £1,500 has been attributed
to any agency who, during the 12-month period
covered by this booklet, received a bespoke
report and follow-up telephone discussion
on their results from the IPA's 2017 Commercial
Behaviours survey.
Awards
For the 2017 Best of Health Show, the value
ascribed is the equivalent non-member price
for the award(s) entered.
For the 2018 Effectiveness Awards, the value
attributed is also the non-member price for each
paper entered. The full non-member rate is £2,050
per paper, though this drops to £1,742.50 for papers
that are registered early.
Section 2
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Case studies
Case studies from the IPA Effectiveness
Awards are available to non-members for
£50 each. Member agencies can download
them at the discounted rate of £25 per case
study – a 50% saving.
CPD accreditation
Continuous Professional Development (CPD)
is established best practice in most professions
in the UK. The IPA offers a free CPD Diary
and career hub to all member agency staff.
The value ascribed to CPD is based on each
member’s accreditation status. Members that were
accredited for 2017 have been given a value of 10%
of their subscription, with the value rising to 15%
for those agencies that achieved the Gold Standard
and to 20% for Platinum.
The IPA also offers members regular CPD
workshops and Training Forum sessions,
as well as various online modules, all free
of charge, for which we attribute a value
of £100 each.
Events
The IPA stages a wide variety of events each
year, some of which are exclusively for members
and others which are also open to non-members
at higher ticket prices. The open market values
given to the IPA’s events are either the actual
or the estimated non-member prices.
Financial advice
IPA financial advice is either factual or informed
opinion, for which a flat value of £250 has been
attributed. This amount is midway between
a minimum hourly rate for an experienced
accountant and a minimum for an industry-
wise independent financial adviser.
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Your service usage

Industry representation & support Above

Tim Castree, Global CEO, Wavemaker,
at the 2018 Business Growth Conference
Aside from providing members with advisory on 11th July
and research services and programmes of CPD
and thought leadership, the IPA also undertakes
a lot of behind-the-scenes work to promote and
protect the interests of the industry as a whole.

This work takes many forms, such as promoting

members to the client community in the UK and
beyond; building relationships with and lobbying
key Government personnel; liaising with ISBA and
the other marketing communications trade bodies
on best practice initiatives; representing members
on the boards of the industry’s key regulatory
bodies; and providing members with forums
for debate and collaboration. More information
on this activity can be found in section 1 (see page
20 in particular) of this report.

The often intangible nature of this work makes

it difficult to put a precise value against it,
but for the purposes of this report, 35% of each
member’s subscription has been allocated
to it. This figure reflects the scale of the IPA’s
investment in this activity.

Insight enquiries
When members make an enquiry to the
IPA Insight Centre, they receive a bespoke
service. The team combines data from premium
research sources with its own analysis to deliver
insights and information, which members can
use to inform their own thinking.
The team allocates time to answering briefs
in up to 90-minute units. For the purposes
of this report, each unit has been valued
at £100 to reflect the experience and expertise
of the team, and the hourly rates charged
by insight consultants on the open market.
However, as no two requests are the same,
the number of units attributed to requests
varies – in-depth Insight Packs, for example,
might equate to three or four.
In addition, a value has been given to the
premium data sources used for each Insight
request. The Insight Team has access to
resources including IBISWorld, Euromonitor,
Foresight Factory and IRN Research.
The value given to each has been based
on the cost of buying the individual report
or data from the provider on the open
market or as agreed with the supplier.
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Legal advice
The IPA Legal Team’s advice to members
is hard to value fully for a number of reasons.
Firstly, it is difficult to evaluate the benefit of
helping members with regard to their contractual
position with clients and suppliers.
Secondly, the team helps resolve (non-litigious)
disputes for members and it is not possible
to include in this report the amounts gained
or saved by members.
Thirdly, the team includes specialists in
employment, intellectual property and advertising
law who may be able to react more swiftly and
knowledgeably than other lawyers.
Finally, the team also advises and acts on issues
that impact on members as a whole, such as
producing recommended terms for standard
contracts, guidance notes and alerts, attending
CAP/BCAP and Clearcast meetings and assisting
with lobbying and public affairs issues.
However, for the purposes of this report,
a value of £325 per hour has been attributed
to all marketing communications/IP enquiries,
and £350 per hour to all employment law
enquiries. These valuations have been based
on average hourly charge-out rates of London
law firms providing similar areas of advice:
• IPA Legal Director
(Partner level) £395+/hour
• IPA Associate Legal Director
(Employment) £375+/hour
• IPA Senior Legal Counsel
(Marketing Comms/IP) £350+/hour
• IPA Legal Counsel
(Marketing Comms/IP) £300+/hour
Management advice
Independent management consultancies
charge a day rate of up to £2,000. We value
our own management advice conservatively
at £1,500 per day.
IPA Membership Report
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Your service usage
Media research
Member agencies are eligible for very significant
discounts on the rate-card subscription costs for
ABC, BARB, JICRIT/J-ET, PAMCO/NRS and ROUTE.
In each case, the value attributed is the amount
a non-member would have to pay to subscribe
on the open market. BARB-subscribing IPA
members also save the annual registration fee.
Production advice
Enquiries on production issues vary greatly
but, by averaging their degree of complexity,
the time required to answer them and the
experience of the IPA expert involved, a value
of £250 per enquiry has been estimated as
a reasonable rate.
Professional Development courses
The IPA runs a wide range of courses that are
tailor-made for members. The costs are kept as
low as possible (e.g. fees are generally not paid
to the speakers) and the values below are the
non-member prices.
• Production evening talks – £50 per attendee
• Half-day Energisers – £225 per attendee
•F  ull-day Accelerators – dependent upon
course(s) booked
• Advanced Commercial Acumen
– £750 per attendee
• Fundamentals of Branding – £750 per attendee
• One-day MBA – £900 per attendee
• Business Leadership – £2,200 per attendee
• B
 espoke training – dependent upon
consultancy provided
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Professional Development qualifications
The values below are the non-member
prices for the IPA’s qualifications.
•A
 dvanced Certificate
– £2,000 per candidate
•C
 ommercial Certificate
– £250 per candidate
•E
 ff Test
– £350 per candidate for free online learning
– £700 for learning and exam
•E
 xcellence Diploma
– £6,500 per candidate
•F
 oundation Certificate
– £250 per candidate for free online learning
– £500 for learning and exam
•L
 egRegs
– £250 per candidate
– £75 per Lewis Silkin seminar
•T
 V Production Certificate
– £4,400 per candidate
Publications
Member agencies are sent free copies of IPA
publications when they are first launched, and
are also offered a range of books, reports and
other publications for purchase at reduced
member-only rates. The value attributed is
the amount a non-member would have to pay.
£200 in value has been attributed to all members
for the top-line Bellwether Report, which is sent
out free of charge each quarter.
Room bookings
Member agencies are entitled to discounts
of 40% or more on room bookings at 44 Belgrave
Square. Rates include the use of a wide range
of AV equipment, as well as on-site support.
The value attributed is the non-member rate.
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Your service usage

The Agency List section of the site

enables members to profile themselves
and showcase their best work, and clients
to conduct an agency search.

Below
Sarah Golding hosting a centenary
dinner for past IPA Presidents in
September 2017

Talent
For Jobs Online, which is free to members,
£100 of value has been attributed for each
posting made, reflecting the price for
non-members.
Regarding Debut, this is a new partnership
that the IPA has established, giving member
agencies a unique opportunity to purchase
a Debut ‘job card’ at a much-reduced rate to
post their entry-level vacancies in a mobile-first
format to an audience of over 70,000 students
and graduates. The value of £3,400 attributed
to each ‘job card’ purchased is the open
market rate.
Tenders
The IPA uses Tenders Direct to provide members
with relevant tenders published in the Official
Journal of the European Union (OJEU). A value
of £500 has been attributed to this service,
based on similarly priced offerings available
on the open market.
TouchPoints
Member agencies are eligible for a discount
of about 50% on TouchPoints subscriptions.
The value attributed, therefore, is the cost
a non-member would pay for the same
subscription.
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Website
The Agency List section of the site enables
members to profile themselves and showcase
their best work, and clients to conduct an agency
search. We value this facility conservatively at £750
per year, based on the annual subscriptions
charged by similar websites.
Separately, a value of £50 has been given
to each individual within a member agency
who has accessed the website during the period
covered by this report. In addition, a value has
been attributed to any free content accessed,
such as templates and reports, and £50 has been
allocated to each usage of the IPA’s member-only
online pitch protection facility.
We are in the final stages of developing an
entirely new website to significantly improve
the user experience for members.
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47

Making the most

of your membership
48 10 ways to get more
from the IPA

52 Who’s who at the IPA

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Making the most of your membership

10 ways
to get more
from the IPA

2 Insight
The IPA Insight Centre at insight@ipa.co.uk
can provide member agencies with
research, analysis and statistics to help
with new business pitches, campaign
planning and internal brainstorming
(courtesy of a range of premium research
tools). The team also commissions
and produces its own special reports,
such as the library of Trend Perspective
packs, which members can access online.

ipa.co.uk/insight

1 Expert advice
The IPA Legal Team at legal@ipa.co.uk
can help member agencies with enquiries
on the law and regulation of marketing
communications and employment
law in the UK. Advice is also available
from the IPA on other areas, including
data protection, production regulations
and pricing and remuneration strategies.

ipa.co.uk/advisoryservices
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3 Effectiveness
Our Effectiveness Hub is where members
can keep up to date with our latest events
and thought leadership on the core theme
of demonstrating return on marketing
investment. There are case studies,
publications and brand films, as well
as access to the Eff Test qualification
and to advice on entering the prestigious
biennial IPA Effectiveness Awards.

ipa.co.uk/effectiveness

5 Thought
leadership
Our published thought leadership series
is designed to inform and inspire members
with exciting new thinking. Popular recent
titles include IPA Future of Agencies:
Systems and Empathy, Media in Focus:
Marketing Effectiveness in the Digital Era
and Econometrics Explained 2. We also
publish regular surveys, such as the
quarterly Bellwether Report, which looks
at client spending intentions.

ipa.co.uk/publications

4 Best practice
A range of best practice guides is available
online, covering subjects such as Finding
an Agency, The Value of Advertising:
Billing vs Pricing and, in the #IPASocialWorks
series, One Not Everyone and Integrated
Not Isolated.

ipa.co.uk/bestpractice
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Making the most of your membership

6 Consumer &
media research
When it comes to accessing industry
currency data, member agencies can
benefit from substantial discounts on
subscriptions to ABC, BARB, JICRIT/J-ET,
PAMCO/NRS and ROUTE, as well
as to TouchPoints, the IPA’s unique,
consumer-centric, multi-media database,
which is now produced annually.

ipa.co.uk/touchpoints

8 Finding new
talent
To help members find the stars of the
future, we offer the Creative Pioneers²
apprenticeship programme, discounted
access to the Debut graduate recruitment
app, our annual Advertising Unlocked
nationwide open day and our Diversity Hub.
Member agencies can also advertise their
vacancies free of charge on Jobs Online.

ipa.co.uk/jobs

7P
 rofessional
development
The IPA offers a comprehensive Continuous
Professional Development programme.
Our courses cover four core themes:
brands and strategy, people and
leadership, creativity and commercial
acumen. Our qualifications range from
the entry-level Foundation Certificate
to the Excellence Diploma for senior
practitioners. This programme also
enables individuals to qualify as
Accredited MIPAs.

ipa.co.uk/cpd
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10Website
Our website is the best way to keep
up to date with the IPA’s news and views
and to sign up for the fortnightly AdUpdate
newsletter. The site also enables member
agencies to profile themselves. Members
have their own page, where they can
include key information such as their
clients and awards, ethos and key people.
An entirely new website is on course
to launch before the end of 2018.

ipa.co.uk/agencylist

9 Events &
awards
Our regular events and awards programmes
are well known for showcasing exciting new
work, content and ideas, as well as for their
networking opportunities. Members can
also hire rooms at the IPA’s Belgrave Square
offices for their own events, meetings
or away-days.

ipa.co.uk/events
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Making the most of your membership

Who’s who
at the IPA
Director General Diversity
Paul Bainsfair Leila Siddiqi
paul@ipa.co.uk Head of Diversity
020 7201 8201 leila@ipa.co.uk

Awards Events
Kathryn Patten Kirsty Walker
Head of Marketing Strategy Head of Events
kathryn@ipa.co.uk kirsty.walker@ipa.co.uk

Committees and Groups Finance

Joyce Kelso David Clasen
Head of Groups Finance Director
joyce@ipa.co.uk david.clasen@ipa.co.uk

Communications Insight Centre

Tessa Gooding Damian Lord
Communications Director Head of Insight
tessa@ipa.co.uk insight@ipa.co.uk

Digital/Media Affairs Legal Advice – Advertising

Nigel Gwilliam Richard Lindsay
Consultant Head of Media Director of Legal & Public Affairs
& Emerging Technology
nigel@ipa.co.uk Helen Bowyer
Senior Legal Counsel

Direct Marketing/Data legal@ipa.co.uk

David Payne
Consultant Head of Direct
Marketing & Data Legal Advice – Employment
david@ipa.co.uk Juliet Bawtree
Associate Director of Legal & Public
Affairs (Employment)
juliet@ipa.co.uk