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. These guides are free to download.
Agencies Working Better Together
Agencies Working Better Together aims to show how clients can manage multiple communications agencies to achieve better results.
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.
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.
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.
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.
Finding an Agency
Finding an Agency is designed to aid the agency selection process.
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.
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.