1. Demonstrable Effectiveness – Double the number of entries into the IPA Effectiveness Awards from Outer Circle agencies, which currently stand at 5% of total entries. The IPA Effectiveness Awards are the most prestigious and demanding in the industry in which agencies must provide compelling evidence that their work has met its goals, and has created measurable financial value for the brand. Entering will provide a greater bank of tangible evidence of Outer Circle agency success. The IPA will therefore be running workshops for these areas to help them navigate the process.
2. Commercial Excellence – the IPA will bring highlights from its Business Growth Conference to Manchester where leading commercial experts will equip Outer Circle agencies with the knowledge and practical steps to demonstrate they are commercially successful, sustainable, well-run businesses.
It will also encourage Outer Circle agencies to complete the annual IPA Commercial Behaviours Survey, which brings to light the practices of the agencies with the greatest revenue per head, per year, and the IPA Census.
Moving forward, as well as detailing the make-up of the employed base of agencies, the Census will include questions regarding charge-out rates, overhead costs and operating profits, which will make the research even more powerful for regional agencies.
3. Professional Talent – the IPA for England and Wales will promote the industry to the most talented individuals no matter where they live and give them a better understanding of the great agencies operating in the regions. This will be achieved by encouraging member agencies to partake in Advertising Unlocked – taking place across the UK on 29 September - by opening up their doors to anyone curious about a career in advertising.
Equally, once in the industry, the IPA for England and Wales will encourage more agencies to sign up to the IPA’s comprehensive MIPA scheme - a learning-based personal membership programme, designed to put advertising on the same professional footing as accountancy, architecture and the law.