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IPA explores true Value of Media

84% of companies are seeing a rise in connected consumers, yet only 29% have a strategy to target them. 40% of customers will prefer contact via social over the next three years and only 6% will prefer contact by post. These are just some of the insightful findings from an IPA-commissioned Economist Intelligence Unit survey to discover how companies are adjusting their strategies to target and sell to connected customers, published today (26th October).


The survey forms the first part of the IPA’s comprehensive Know the Value of Media project to help C-suite business leaders understand the impact of the increasingly complex media communications eco-system and to explain the role media agencies can play in today’s business world.

View the key findings and see the accompanying infographic below.

In addition to the survey, the project consists of three free and invaluable Know the Value of Media reports, written by industry experts, which will be published over the next six weeks. The project will culminate in a free debate on 13th November, to be hosted by Google and featuring Nick Blunden of The Economist.

Says Tom George, IPA MFG and Chairman, MEC UK and Northern Europe: “Media is the engine that can drive the multi-functional, cross-functional workings of the modern-day enterprise and help drive long-term shareholder value.  This being so, it is also apparent that media is no longer the preserve of sales and marketing, but needs to be valued, embraced and understood across the organisation.  It also is imperative that advertisers look on media as an investment, not a cost. Getting it right, however, isn’t easy which is why I encourage as many clients, agencies and media owners to read the IPA’s Know the Value of Media survey and papers and join us at the debate in November.”

Full details:

Know the Value of Media Event – register to attend free debate

8.15am – 10.45am, 13 November 2014, Google Town Hall

This stimulating debate will feature a keynote from Dominique Delport, Global Managing Director, Havas Media Group followed by a panel discussion with high-profile individuals including Mark Howe, Managing Director, Agency Sales North & Central Europe, Google; Nick Blunden, SVP Digital Global Publishing, The Economist; and a senior client.

They will discuss how the rise of automated trading and digitisation of media brings consumer data opportunities across the spectrum of enterprise functions, from HR, to customer care, operations, NPD, pricing, IT, branding and corporate reputation. They will also debate the balance between paid, owned and earned media; the role of participation-led media; how to extract value from the multiplicity of available data sets; and how to assign investment in the appropriate technology for it.
Spaces are strictly limited, so early application for registration is recommended.

Know the Value of Media reports - free downloads

David Fletcher, Chief Data Officer, MEC UK looks at the key building blocks of data and integration of multiple data sets (available from 16 October).

Denise Turner, Chief Insight Officer, Havas Media, maps out the current media landscape and examines the role of multi-channel integration using the IPA Effectiveness Awards database (available from 16 October).

Andrew Willshire, Head of New Initiatives, Data2Decisions and Paul Sturgeon, Head of Modeling & Advertising Effectiveness at Mindshare, look at how media has become a strategic tool that both communicates and delivers the brand promise, and the implications of this for client organisations (available following the debate on 13 November).

For more information, visit:


Last updated 01/10/2014

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