Latest IPA Blog Posts in Insight

Attribution vs Incrementality: The Playoffs

28/03/2018
by Kate Cox
in insight

Attribution vs Incrementality: The Playoffs

Kate Cox, VP, Chief Marketing Officer at GoDaddy and one of the Industry Judging Panel for the 2018 IPA Effectiveness Awards explains why understanding what drives effectiveness is critical to any campaign. Read more

27/03/2018
by Helen Tupper
in insight

Managers & the Machine

Helen Tupper, Commercial Marketing Director at Microsoft and Chair of Judges for the IPA's CPD Gold Accreditation explains why managers across the comms industry need to prepare for an AI-led future. Read more

Click, like, share: the social media habits of Advertising & Marketing Professionals

28/02/2018
by Jayne Pickard
in insight

Click, like, share: the social media habits of Advertising & Marketing Professionals

How has social media infiltrated the workplace and affected how we communicate with colleagues? Jayne Pickard looks at the latest IPA research with GlobalWebIndex to find out. Read more

How to write an IPA Effectiveness Awards paper

14/02/2018
by Les Binet
in insight

How to write an IPA Effectiveness Awards paper

Are you thinking about submitting an entry for this year’s IPA Effectiveness Awards, but not sure where to start? Les Binet, Head of Effectiveness at adam&eveDDB, gives his advice for the whole process – from start to finish. Read more

Seven ways to gain client approval for your case study

30/01/2018
by Carlos Grande
in insight

Seven ways to gain client approval for your case study

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here are seven ways to win them over. Read more

Innovation: from aspiration to acceleration – six key steps

16/11/2017
by Damian Lord
in insight

Innovation: from aspiration to acceleration – six key steps

“The aspiration to be innovative isn’t anything new, yet neither is the problem with regards to its execution and delivery.” IPA Head of Insight Damian Lord shares key learnings from the recent Trend Hunter Future Festival in Toronto, including six key accelerators for achieving fully integrated innovation. Read more

The longer road to success: Going from good to great

08/11/2017
by Carlos Grande
in insight

The longer road to success: Going from good to great

The path from having the first stirrings of an idea to the IPA Effectiveness Award winners’ stage is not always a direct one. Read more

What can Coors Light teach us about effective advertising?

26/07/2017
by Sarah Mason
in insight

What can Coors Light teach us about effective advertising?

Sarah Mason, Planning Director at VCCP, on how to make brilliant creative that's effective in driving business value too. Read more

31/05/2017
by David Meikle
in insight

The aggregation of marginal losses

David Meikle, author/founder of How to Buy a Gorilla, on what the advertising industry can learn from the strategy of the British Cycling team. Read more

Privacy, purpose and wellness: The new rules of luxury brands

23/05/2017
by Rebecca Snaith
in insight

Privacy, purpose and wellness: The new rules of luxury brands

Stylus’s Spring Innovation Forum centered on the ‘New Rules of Luxury’, challenging our traditional notions of luxury and exclusivity. Rebecca Snaith, Insight Executive at the IPA discusses her three key takeaways of the day that agencies who work with luxury brands should know about. Read more

Five effectiveness lessons to wow your clients

16/05/2017
by Matthew Philip
in insight

Five effectiveness lessons to wow your clients

Matthew Philip, Strategy & Effectiveness Director at Manning Gottlieb OMD, discusses how can you get a grip on effectiveness, create real value for clients and win at the biggest awards in the business. Read more

How can brands get a share of the attention in the run-up to an election?

25/04/2017
by Benedict Pringle
in insight

How can brands get a share of the attention in the run-up to an election?

In light of the snap general election being called last week, Benedict Pringle reveals three tactics that brands can use to take advantage of the UK's current political situation. Read more

25/11/2016
by Carlos Grande
in insight

Learning from winners

What can we learn from the 2016 Effectiveness Award winning cases? We asked some industry experts. Read more

10/11/2016
by Morag Blazey
in insight

What drives advertising ROI?

One of the key roles of the IPA through the Effectiveness Awards is to shine a light on the most effective advertising campaigns in our industry. The awards create the case studies of the best our industry has to offer with respect to commercially effective advertising. Read more

28/10/2016
by Caroline Walker
in insight

Does your brand tracking need a work out?

To measure effectiveness, you need to go beyond econometrics and focus on people, argues Caroline Walker of Ipsos Connect. Read more

Out of Home and front of mind - delivering results

31/08/2016
by Tim Lumb
in insight

Out of Home and front of mind - delivering results

Whether your priority is changing brand perceptions over the long-term or encouraging consumers to interact with your brand more immediately, including Out of Home elements in the plan can help. Read more

Will Brexit change the way brands communicate with consumers?

03/08/2016
by Jamie Peate
in insight

Will Brexit change the way brands communicate with consumers?

One third of Brexit remainers to defer spend on holidays, cars and high ticket household purchases. Read more

26/07/2016
by Tom Primrose
in insight

What can brands learn from Pokémon Go?

Playing the long game with 'Selling Creativity Short'

'Selling Creativity Short: Creativity and effectiveness under threat', the latest analysis of insights from the IPA Databank and the Gunn Report, is creating a stir.

The report warns about the dangers of a short-term focus and under-investment in media support for creative campaigns. Read more

19/07/2016
by Carlos Grande
in insight

Listening out for radio insights

With 35 million weekly listeners and more than 300 stations, UK commercial radio offers scale and variety to advertisers. Yet the potential to use the platform to create flexible and influential branded messaging and content is sometimes overlooked. Read more

14/07/2016
by Tottie Faragher
in insight

IPA supports Research Buyers Guide

The IPA is supporting the Research Buyers Guide, published by the Market Research Society, the professional body for the research sector. Read more

03/06/2016
by Clare McNally-Luke
in insight

Silver surfers – the dark horses?

We hear about millennials and their use of mobile devices all the time - but what about older users? Should we really be ignoring them? Read more

18/05/2016
by Denise Turner
in insight

May I have your attention, please?

Denise Turner, Insight Director at Newsworks, explores the importance of attention in a world saturated with almost infinite content. Read more

Content marketing - a checklist for success

16/05/2016
by Eleanor Thornton-Firkin
in insight

Content marketing - a checklist for success

There is no simple formula for creating content marketing that connects with consumers. But there are some guiding principles which can help you develop it. Read more

Reader Appeal - help us support innovative cause marketing

26/04/2016
by Carlos Grande
in insight

Reader Appeal - help us support innovative cause marketing

How can cause marketers cut through with consumers in a landscape of cluttered media options and messages? Read more

30/03/2016
by Carlos Grande
in insight

Warning: These five risks could damage your brand story

Question: What do Maria Sharapova, Iain Duncan Smith and the Coen Brothers movie, 'Hail, Caesar!' have in common? (And what does this have to do with marketing communications anyway?)
Read more

Tips from an IPA Effectiveness Awards Pro

30/03/2016
by Andy Nairn
in insight

Tips from an IPA Effectiveness Awards Pro

Andy Nairn, author of numerous IPA Effectiveness Award-winning entries and 2016 Judge, offers tips on how to craft the perfect paper. Read more

Crown Commercial Services - An update on the timings

23/03/2016
by Fergal Kilroy
in insight

Crown Commercial Services - An update on the timings

The IPA has received an update from the Crown Commercial Services on the Creative Services and Strategy Planning Agreements. Read more

09/03/2016
by Nick Tate
in insight

Making 'sense' of the Customer Experience

Fortune favours the brave

Tom George, Chairman UK and Northern Europe EMEA, MEC and chair of the IPA Media Futures Group reflects on the Q4 2015 Bellwether survey. Read more

02/12/2015
by Kate Woodford
in insight

Key learnings from Good Brief Week 2015

Recognising the marketing world is evolving very quickly and that everyone’s briefing skills could do with a little polishing, the IPA & ISBA created a week-long series of six inspiring events, debates and discussions designed to focus on sharing great briefing practices. Read more

Does your agency have a winning chart on its hands?

28/10/2015
by Carlos Grande
in insight

Does your agency have a winning chart on its hands?

Seven ways to create the 'winning chart' that proves your work was effective and silences the doubters. Read more

28/10/2015
by Carlos Grande
in insight

Good Call. Learn how Foster's evaluated its seriously effective comedy campaign

Download the technical appendix from Foster's award-winning campaign, and - for a limited period only - read the full case for free. Read more

Cannes do attitude: learnings from the Creative Effectiveness Cannes Lions

25/06/2015
by Carlos Grande
in insight

Cannes do attitude: learnings from the Creative Effectiveness Cannes Lions

The 2015 Creative Effectiveness Cannes Lions jury awarded a Grand Prix, two Gold, four Silver and 10 Bronze Lions. What do the winners tells us about creative ways to achieve effectiveness? Read more

11/06/2015
by Ben Essen
in insight

Lessons from the General Election

Ben Essen, Head of Planning at iris Worldwide, reflects on the surprise Tory election majority and looks forward to our latest IPA 44 Club. Read more

10/06/2015
by Carlos Grande
in insight

These Grrrls Can! Trends in 'feminist' advertising

Campaigns with a feminist message have captured media headlines and a series of awards. IPA Effectiveness Editor Carlos Grande looks at some of the approaches taken by brands in this area. Read more

Five habits of highly effective mobile agencies

04/06/2015
by Tom Farrell
in insight

Five habits of highly effective mobile agencies

Swrve Director of Marketing Tom Farrell digs down into how you can best harness the power of mobile in the digital landscape. Read more

How do great products become great brands?

21/05/2015
by Lee Woodard
in insight

How do great products become great brands?

Tribal Worldwide's Lee Woodard reflects on the IPA Brand Technology Group's exhilarating Digital Shoreditch session. Read more

Intelligent application of big data key to effectiveness

14/05/2015
by Richard Shotton
in insight

Intelligent application of big data key to effectiveness

Richard Shotton and Richard Clay from ZenithOptimedia dig down into the big data debate and how it feeds into effectiveness. Read more

14/05/2015
by Miriam Boote
in insight

Fame chasing in the immersive age

Miriam Boote, Group Account Director at Designate, reflects on our Brand Fame Effectiveness Masterclass and the key learnings. Read more

Seven ways brands have done well by doing good

12/05/2015
by Carlos Grande
in insight

Seven ways brands have done well by doing good

Effectiveness Editor Carlos Grande takes a look at the eagerly anticipated new societal Effectiveness Award and how current campaigns fit in. Read more

Reflecting on the challenges of leadership

27/04/2015
by Brooke Curtis
in insight

Reflecting on the challenges of leadership

J Walter Thompson's Brooke Curtis reveals how our new Business Leadership Programme helped to boost her skill set. Read more

27/04/2015
by Steve Ackerman
in insight

Mastering the art of branded content

Steve Ackerman, Managing Director at Somethin’ Else, outlines why getting branded content right now is key to future-proofing your agency. Read more

Advertising effectiveness through beer goggles

22/04/2015
by Rosie Denton
in insight

Advertising effectiveness through beer goggles

Rosie Denton and Mark Doyle from Mohawk reflect on the launch of Ad Works 22 and how they are striving for effectiveness in their own agency. Read more

Offer of the week: insights on retailer fightbacks from the IPA Effectiveness Awards

15/04/2015
by Carlos Grande
in insight

Offer of the week: insights on retailer fightbacks from the IPA Effectiveness Awards

When the IPA was last asked for examples of how communications had revived a struggling retailer, it was January and the retailer being discussed was Tesco. Read more

LAUNCH 2015: Innovations to inspire us all

11/03/2015
by Lawrence Weber
in insight

LAUNCH 2015: Innovations to inspire us all

Lawrence Weber, Managing Partner Innovation at Karmarama, reports back from LAUNCH in San Francisco and the inspirational ideas. Read more

CES 2015: Branded content at heart of production

09/02/2015
by Samantha Glynne
in insight

CES 2015: Branded content at heart of production

Samantha Glynne, VP of Branded Entertainment at FremantleMedia, reports back on what CES 2015 meant for branded content producers. Read more

03/02/2015
by Stephen Maher
in insight

It's time more marketers started measuring, not counting, social media impact

Stephen Maher, CEO of MBA and Chairman at The Marketing Society, reveals what the industry can expect from the #IPASocialWorks guides. Read more

CES 2015: Is democratising technology a double-edged sword?

29/01/2015
by Dan Machen
in insight

CES 2015: Is democratising technology a double-edged sword?

Dan Machen, Director of Innovation at Brave, gives his verdict on the latest tech at CES 2015 in Vegas. Read more

Stimulate your creative freedom at Bristol’s Vision Conference

10/11/2014
by Caroline Marshall
in insight

Stimulate your creative freedom at Bristol’s Vision Conference

Bristol Media's Caroline Marshall explains why this week's Vision Conference will enhance your creative freedom in a cutting edge city. Read more

29/10/2014
by Carlos Grande
in insight

2014 IPA Effectiveness Quiz Answers

The answers to our 2014 IPA Effectiveness Awards Quiz are below. Congratulations again to our winner, Simon Harwood, head of futures at PHD Media, who received the prize of 22 cupcakes, champagne and a copy of The Great British Bake-off: Big Book of Baking.Thanks to everyone who took part.

International cases often provide the best effectiveness lessons

Newsworks Planning Director Judy Harman puts the spotlight on global campaigns after they won big at the 2014 IPA Effectiveness Awards. Read more

Impact multi-channel campaigns can have on effectiveness

09/10/2014
by Marie Oldham
in insight

Impact multi-channel campaigns can have on effectiveness

Marie Oldham, Chief Strategy Officer at Havas Media, sets the scene for evaluating the effectiveness of your communications plans. Read more

03/10/2014
by Carlos Grande
in insight

Bring your own effectiveness

The effectiveness of owned media is not much researched or understood. By exploiting the genre's ability to support trusted information, creative innovation and better customer journeys, brands on the 2014 IPA Effectiveness Awards Shortlist have demonstrated owned media's potential. Read more

02/10/2014
by Sara Marshall
in insight

Is Geek Chic still on trend?

2014 Effectiveness Awards judge Sara Marshall looks at brands that show a direct line from customer understanding through to campaigns. Read more

26/09/2014
by Carlos Grande
in insight

How brands grow...and grow

The Shortlist for the 2014 IPA Effectiveness Awards demonstrates even brand leaders can still enjoy rapid growth. Read more

Master effectiveness basics on the road to rigour

24/09/2014
by Chris Fill
in insight

Master effectiveness basics on the road to rigour

2014 IPA Effectiveness Awards judge Chris Fill believes that getting the basics right is still fundamental to an effective campaign. Read more

18/09/2014
by Dominic Box
in insight

Can you anticipate effectiveness?

2014 Effectiveness Awards judge Dominic Box continues our blog series leading into the big night in London on 27th October. Read more

11/09/2014
by Brian Jacobs
in insight

Effective brand consistency trumps short-term stunts

2014 IPA Effectiveness Awards judge Brian Jacobs outlines why brand consistency still rules the roost when it comes to effective campaigns. Read more

When it comes to famous work, why are we a nation of doubters?

04/09/2014
by Lorna Hawtin
in insight

When it comes to famous work, why are we a nation of doubters?

Lorna Hawtin, 2014 IPA Effectiveness Awards Convenor of Judges, launches our blog series with a look at why famous work works. Read more

The Internet of (Almost Invisible) Things

17/07/2014
by Damian Lord
in insight

The Internet of (Almost Invisible) Things

IPA Senior Insight Executive Damian Lord gets to grips with the rapid rise of The Internet of Things and how it can add value to consumers. Read more

Share ambition to produce award winning healthcare work

10/07/2014
by Andrew Spurgeon
in insight

Share ambition to produce award winning healthcare work

Andrew Spurgeon, Langland ECD, reflects on what it took to win the IPA Best of Health Awards 'Best of Show' with IDIS. Read more

How to teach better and save lives with interactive film

07/07/2014
by Martin Percy
in insight

How to teach better and save lives with interactive film

Interactive film director Martin Percy reveals his tips on production in the wake of his wins for Lifesaver at the IPA Best of Health Awards. Read more

If only England had Adidas planning and Paddy Power agility

24/06/2014
by Stephen Wise
in insight

If only England had Adidas planning and Paddy Power agility

Trigger Social founder Stephen Wise reflects on which enterprising brands have tackled the World Cup head on in Brazil thus far. Read more

Going from good to great client relationships

10/06/2014
by Austen Donnellan
in insight

Going from good to great client relationships

Austen Donnellan, Client Services Director at Bray Leino, reveals the key points from Suki Thompson's thought-provoking client relationship talk. Read more

Predicting the behaviour of future consumers

06/06/2014
by Jim Clark
in insight

Predicting the behaviour of future consumers

Jim Clark, IPA Head of Insight, reports back from the Future of Consumer Intelligence Conference in LA and what it means for the UK. Read more

Better relationships offer the ultimate differentiator and competitive advantage

02/06/2014
by Matt Bird
in insight

Better relationships offer the ultimate differentiator and competitive advantage

Keynote speaker, trainer and author Matt Bird looks at how client-agency relationships can offer the ultimate differentiator. Read more

09/04/2014
by Daniel Zeff
in insight

Bedtime stories and consumer connection

Evidently CEO Daniel Zeff highlights the key points from his popular and thought provoking Advertising Week Europe session on storytelling Read more

01/04/2014
by Laura Chaibi
in insight

Back to the heart of advertising

Laura Chaibi, Senior Director of International Research at Yahoo, gives her take on a cutting edge session at Advertising Week Europe Read more

01/04/2014
by Carlos Grande
in insight

Brand innovation and the troubles I’ve seen

IPA Web Consultant Carlos Grande gives his verdict on an insightful Advertising Week Europe session from the opening day Read more

27/03/2014
by Martin Greenbank
in insight

TV isn't dead

Martin Greenbank, Head of Advertising Research & Development at Channel 4, underlines why the power still lies with the TV box in the corner despite our huge digital strides forward. Read more

TouchPoints: the key to planning effective media campaigns

27/03/2014
by Kat De Keyser
in insight

TouchPoints: the key to planning effective media campaigns

Kat De Keyser, Business Director at OMD UK, reveals how her agency has used TouchPoints to focus their communications strategy in an increasingly crowded brand market. Read more

27/03/2014
by Richard Marks
in insight

TouchPoints’ evolution

Richard Marks, Director at Research The Media Ltd, looks at how TouchPoints has evolved over the years and why it still leads the way in uncovering important consumer insights. Read more

TouchPoints5 to provide active consumer insights from passive data

26/03/2014
by Doug Whelpdale
in insight

TouchPoints5 to provide active consumer insights from passive data

Doug Whelpdale, Consumer Insight Director at Havas Media UK, explains why he is so excited by the launch of TouchPoints5 with consumer insight key in the burgeoning digital landscape. Read more

20/03/2014
by Belinda Beeftink
in insight

The Secret Life of Your Smartphone

IPA Deputy Research Director Belinda Beeftink looks at how the TouchPoints5 survey will reflect the rapidly evolving consumer landscape Read more

11/03/2014
by Rachele Dini
in insight

Harder, Better, Faster, Stronger?

IPA Insight Consultant Rachele Dini reflects on an inspirational talk at the APA's The Future of Advertising… In One Afternoon Read more

Six Questions To Ask About Your Digital Strategy

07/03/2014
by James Cherkoff
in insight

Six Questions To Ask About Your Digital Strategy

James Cherkoff, Founder of Collaborate Marketing, looks at how you can get ahead of the pack with agile digital strategy Read more

25/02/2014
by Rachele Dini
in insight

Real Time for Real Humans

IPA Insight Consultant Rachele Dini looks at the key points the team learnt from January's Market Research Society Intelligence Summit Read more

Tips to help alleviate big data number anxiety

17/02/2014
by Lynne Robinson
in insight

Tips to help alleviate big data number anxiety

IPA Research Director Lynne Robinson takes a look at big data number anxiety and how you can alleviate it in your role Read more

Added value is the key to digital innovation

13/02/2014
by Piers Taylor
in insight

Added value is the key to digital innovation

The pace of technology presents a real challenge when it comes to connecting brands with business changing tech solutions says Vizeum UK's Managing Partner Piers Taylor Read more

How we can adapt to thrive through technology

11/02/2014
by Nigel Gwilliam
in insight

How we can adapt to thrive through technology

The great and the good of the advertising industry gathered on Monday evening to hear IPA President Ian Priest kick off the second ‘Adaptathon’ of his groundbreaking ADAPT agenda. Read more

What the Eff Test taught me about measuring B2B campaign success

29/11/2013
by Katherine Sheen
in insight

What the Eff Test taught me about measuring B2B campaign success

Evaluating the effectiveness of business-to-business campaigns requires a smart strategy, says MGA's Katherine Sheen. Read more

Rising passions and partnerships in online media

20/11/2013
by Pete Robins
in insight

Rising passions and partnerships in online media

Pete Robins, Chairman of Judges for the 2013 Media Owner Awards and Managing Partner of agenda21, highlights the key themes emerging in the world of online media from this year’s Media Owner Award entries. Read more

How to create win win relationships by shifting your perceptions

12/11/2013
by Julie Hay
in insight

How to create win win relationships by shifting your perceptions

As part of the ADAPT programme, Professor Julie Hay describes four ways we see others - and how changing our view can help us to get on better. Read more

06/11/2013
by Rachel Wareing
in insight

Footage from the Eff Fest

Catch up on content from last month's Eff Fest, a one day conference challenging conventional thinking on the value of creativity. Read more

23/10/2013
by Dwain Thomas
in insight

The rise and rise of 'SoLoMo'

IPA digital consultant Dwain Thomas explains how the convergence of social, local and mobile technologies is providing new opportunities for marketers and customers to interact. Read more

21/10/2013
by Rachel Hatton
in insight

Recap - Eff Fest

Hello People's Rachel Hatton tells us about the IPA's celebration of creativity and effectiveness, which she helped to organise. Read more

What advertisers can learn from neuroscience

12/10/2013
by Lauren Hewitt
in insight

What advertisers can learn from neuroscience

Our industry has much to learn from studies of the inner workings of the brain and its engagement with the world, writes Lauren Hewitt. Read more

02/08/2013
by Lauren Hewitt
in insight

Recap: A World Without Search

Lauren Hewitt reports back from the IAB's recent conference on the future of search, 'A World Without Search'. Read more

19/07/2013
by IPA
in insight

Recap: Pitching Legend Jon Steel

Jon Steel, Group Planning Director at WPP and bestselling author of 'Perfect Pitch', recently spoke at the IPA as part of the New Business and Marketing Group's 'Pitching Legends' series. Laura Holme and Anna Stone report back. Read more