Best Practice Guides

In consultation with industry bodies such as DMA, ISBA, MAA (formerly MCCA) and PRCA, the IPA has produced a series of guides outlining best practice in key areas such as communication strategy, remuneration and choosing an agency.

The IPA also produces ad-hoc publications, such as the Little Book of Project Management, or Agencies Working Better Together.

A is for Alliances

A is for Alliances has been produced and developed out of ideas generated at the IPA’s Alliances Adaptathon, forming part of IPA President Ian Priest’s wider ADAPT agenda. It provides an industry blueprint to help agencies and clients achieve stronger and longer working relationships and will constitute the first chapter of his commercial creative contract.
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Agencies Working Better Together

Agencies Working Better Together aims to show how clients can manage multiple communications agencies to achieve better results.
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Agency Remuneration

Agency Remuneration is the product of a major joint industry initiative to identify common ground for remuneration practices between the IPA, ISBA, MCCA and PRCA. This 2012 version is an update to the original 2005 edition and takes into account the development of more complex and hybrid agency remuneration models as clients seek to provide more value-based efficient relationships.
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Briefing an Agency

Briefing an Agency aims to help anyone involved in briefing any type of communications agency on how to do it better. It explains the principles of any good brief, the reasons why a written brief is important but not sufficient, the role of the briefing meeting, and provides guidance on written briefing forms. It draws from research conducted amongst over 140 advertisers and agencies including many of the largest spenders and agencies in the UK.
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Communication Strategy

Communication Strategy was written primarily by Guy Murphy, Worldwide Planning Director of JWT, who maintains that what is needed is a holistic approach to planning how a brand engages with its audience. The guide also includes interviews with thought leading practitioners and provides 10 top tips for an effective communication strategy.
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D is for Diversification

This is the second in a series of publications linked to the Adapthon events run by the IPA. This report discusses how the industry can become more diverse and multi-dimensional.
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Effective marketing strategies for automotive brands

This report by serial IPA Effectiveness Award winner Andy Nairn, a founding partner of the agency, Lucky Generals, identifies insights and trends from more than 50 award-winning cases of automotive marketing, analysing the way communications was used to tackle business challenges. It also includes predictions for the future of the sector's marketing.
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Effective marketing strategies for food and drink

In this in-depth report, Andy Nairn - the serial IPA Effectiveness Award winner and founding partner of the Lucky Generals agency - analyses the challenges facing food and drink brands and shows how marketers have used a variety of strategies to keep growing brands in mature markets. Download PDF

Evaluation

The Evaluation guide has been compiled using insight from the first cross-industry research ever undertaken into how clients and agencies evaluate their marketing communications. The guide also offers practical tips and insights from leaders in the field of evaluation from each communication discipline and members of ISBA, and also discusses ways to evaluate beyond the typical short-term increase in volume of sales.
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Finding an Agency

Finding an Agency is designed to aid the agency selection process.
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Judging Creative Ideas

The world’s first guide for Judging Creative Ideas is a joint industry initiative, arming marketing professionals with a best practice guide to assessing creative ideas from communications agencies.
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Little Book of Project Management

The Little Book of Project Management highlights the increasing value and importance of this evolving role to the advertising industry.
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