29/08/2008Recession help pack

Whether you call it a credit crunch, a downturn or a recession, we may all be facing tough times financially over the next few years. A range of useful information, advice, support and news can be accessed through this page on how to manage your business in a recession.

This image copyright and courtesy of Flickr user The Joy Of The Mundane used under a Creative Commons licence
Many of the services below are exclusive to IPA members. Others may wish to look at our recession material for non-members.

Member services:
Should you wish to discuss any aspect of running your agency during a recession, John Oldfield is on hand to provde confidential, practical advice.

Details of our management consultancy, financial advice and all other advisory services available to IPA members can be found on our Advice for Members page.

For a more long-term advisory relationship, members can take advantage of our Mentoring scheme.

IPA Member agencies should also remember to make full use of all the IPA Services available to them.

The following case studies which deal specifically with advertising in a recession can be downloaded from this site:


Driving Range Rover out of recession 

Findus Lasagne: Beating the Recession

Hard Times: Selling diamonds in a recession (De Beers)

National Savings: Off the back burner and into the heart of recession

Renault Clio: Adding value during a recession 



You can also use the Effectiveness Awards Search Engine (EASE) to interrogate over 1100 detailed case studies which form the collected learning from the entries to the IPA’s Effectiveness Awards Databank.


A range of discounted services are available through our Partner Deals page.

The Financial Times has also put together a microsite showing independent research by companies such as McKinsey, which shows that companies who continue to advertise and market in challenging times tend to do better than their competitors in the long run.

Similarly, there is a series of recession-related articles available from Business Week's new Business Exchange and also a dedicated site from the BBC.

A new YouTube channel has been launched: Survival of the Fastest offering advice to companies on how to beat the recession and offering content streams from the London Business School and Daily Telegraph.

Ipsos MORI also have a useful research piece: Advertising in a downturn
 

Required Reading

A Pocket Guide to Redundancies

The IPA’s People Management Group have today (4th December) published best practice guidelines to assist agencies in dealing with redundancy situations when there are no suitable alternatives.


Advalue Series

A series of guides to calculating the real value that advertising contributes to the business - including profitability and share price.


IPA Bellwether Report

The quarterly survey of marketing budgets compiled by Markit. Available to purchase as individual reports here or on an annual subscription.


Marketing in the Era of Accountability report

This report identifies the marketing practices and metrics that truly increase profitability. In this most comprehensive analysis of the communications process to date, authors Les Binet, European Director, DDB Matrix, and Peter Field, Marketing Consultant, have drawn key quantitative findings from 880 national case studies taken from the IPA Databank. Members: £63.75 (15% discount) / Non-members: £75


Measuring marketing payback PDF

Increasingly, marketing personnel are being asked to measure the effects of marketing and to demonstrate how it adds value. This FREE best practice guide, produced in conjunction iwth ISBA, is aimed at anyone who wants to measure marketing payback in financial terms. It offers practical tips on measuring the effectiveness of activity and how to calculate the contribution to shareholder value. PDF version: free for IPA Members/Non-Members.


Recession material for non-members

A collection of useful resources for non-members related to advertising during a recession/downturn. Members can access further recession pack material, linked to the foot of this page


The IPA New Business and Marketing Group

The function of the IPA New Business and Marketing Group is to discuss and act upon those issues facing IPA members working in new business.


THE LITTLE BOOK OF GROWTH PDF

The Little Book of Growth; a compilation of business transforming ideas from IPA member agencies. The book is targeted at CEOs and finance directors of the FTSE 350 and those who directly influence them; equity analysts, pension fund managers and financial journalists. It forms part of IPA President Moray MacLennan's agenda to promote the value of agencies to the Boardroom. Members receive a 15% discount on this product.



Other Useful Reading

Starcom MediaVest wins Mumsnet award

The IPA would like to congratulate Starcom MediaVest for being awarded a Silver Award at the Mumsnet Family Friendly Awards 2011, for their outstanding achievements in becoming more family friendly.


IPA Membership (DRAFT)

Find out about our current members, the benefits of IPA membership, how to join, and details of the Membership team in London, the regions and Scotland.


Focus on The Joy of Content

Focus on The Joy of Content on the eve of December 6th, is part of a series of events that celebrate recent case studies from the IPA Effectiveness Awards; brilliant campaigns that have much to teach us about planning effective communications.


2011 IPA Effectiveness Awards winners announced

Four Gold Awards, five Silver Awards, six Bronze Awards and nine Special Prizes were awarded at last night’s (1st November) prestigious IPA Effectiveness Awards, including the Grand Prix which was awarded to Lowe-SSP3 for their extraordinary ‘FARC Operation Christmas’ campaign that demobilised Colombian guerrillas.


IPA Effectiveness Awards Case Studies 2011

Program of Humanitarian Attention to the Demobilised campaign awarded Grand Prix at the IPA Effectiveness Awards.


Photos from the IPA Effectiveness Awards 2011


Advertising Works books

Our annually published Advertising Works (Adworks) books have thought-provoking chapters on a number of topics as well as containing the very best case histories from that year's IPA Effectiveness Awards. These books are available to buy online from this site via the CASE STUDIES tab or via www.warc.com


Events Channel

Welcome to the IPA Events channel where you can catch up on the latest IPA events, account management, creative or strategic sessions.


Definitive proof that Advertising Works (out today)

Advertising Works 20, published today (2nd November) shows how marketing communications has helped organisations as diverse as Marie Curie Cancer Care, first direct and The Economist translate big ideas into impressive results from limited budgets of up to £2.5m.


Marie Curie Cancer Care: How Marie Curie Cancer Care benefited from using advertising to ask people to collect money rather than simply give money - IPA Effectiveness Awards Case Study 2011

Brief Description: Faced with enormous pressures on charitable giving, Marie Curie re-deployed a small part of its 2010 advertising budget to ask people to collect money for their Great Daffodil Appeal, rather than simply give money. Remarkably, this small campaign recruited an extra 5,219 collectors. These collectors generated an additional income of £634,583, delivering a ROMI of £2.45 for every £1 spent. This equates to an extra 8,808 nursing hours for the terminally ill, thus enabling 228 patients to spend their final days at home. ;---(TAGS)--- Full Title: How Marie Curie Cancer Care benefited from using advertising to ask people to collect money rather than simply give money ; Number: 2011/23 ; Brand Name: Marie Curie Cancer Care ; Client: Marie Curie Cancer Care ; IPA_ProductCoding: Charities (All Charities) ; Agency: DLKW Lowe ; Maxus ; Author: Anna Hutson - DLKW Lowe, Jane Dorsett - Lowe Worldwide ;