We publish key thought leadership pieces to promote the value of advertising or further the industry's learning on a particular subject. Topics covered include behavioural economics, creativity, effectiveness and accountability.
The Long and the Short of It
This publication is the eagerly anticipated update of Marketing in the Era of Accountability, examining the impact of timescales of effect, exploring the tension between long and short-term strategies for brands and businesses as well as providing evidence-based recommendations on how best to approach investment in advertising. Hard copy: Members £25 / Non-Members £50. PDF: Members £25+VAT / Non-Members £50+VAT
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2012 Multicultural Britain
This report examines the rapidly expanding multicultural landscape of the UK, highlights common misconceptions and profiles the ethnic media landscape. Hard copy: Members £25 / Non-members £50. PDF: Free for members / Non-members £25+VAT
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Advertising in a Downturn
This report is the result of an IPA seminar held with leading consultancies from Millward Brown; a leading UK provider of brand and consumer data, Data2Decisions; an econometric modelling consultancy, Malik PIMS (Profit Impact of Market Strategy) an econometrics consultancy, and IPA Datamine: quantitative analysis of 880 cases from the IPA Effectiveness Awards Databank. Free to download.
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Best practice in narrative reporting
Best practice in narrative reporting: an international perspective analyses 50 reports from the 2008-2009 financial year, including the top 10 consumer marketing spenders from the USA, Europe and Asia, and a further 20 UK reports, representing top media spenders in the UK. Members: £10+VAT / Non-members: £25+VAT
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Brand Manners
This book shows that, when a firm's employees convey a brand's essence in everything they do on its behalf for its customers and other stakeholders, they can improve significantly their success in the market place. At the same time they can make the world a better place for themselves and their customers. Members receive a 15% discount on this product. Members: £21.25 / Non-members: £25
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Celebrity Sells
Book written by Hamish Pringle. Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business: The Jamie Oliver campaign helped turn around Sainsbury's fortunes, with the return on investment estimated at £27.95 for every advertising pound spent. Members: £12.75 / Non-members: £15
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Driving Top Line Growth
The first report in the IPA Datamine series is a review by Millward Brown's Dominic Twose of the brands that have achieved growth based on the case studies published in Advertising Works (Volumes 9 - 13). It explores whether there are common patterns to their achievements and evaluates what lessons can be learned to achieve topline growth. Members: £60+VAT / Non-members: £70+VAT
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How Share of Voice Wins Market Share
This study by the IPA and Nielsen Analytic Consulting shows that share of voice continues to drive brand growth, and without investment here, innovation in media and creativity is wasted. Members: £10+VAT / Non-Members: £25+VAT
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London 2012 Creative Showcase
This publication features creative work and case studies showing how brands used sponsorship opportunities presented by the London 2012 Games. Brands featured include: British Airways, Cadbury, Coca Cola, EDF, GE, GLA/Mayor of London, Lloyds TSB, McDonald's, The National Lottery and Visa. Free to download.
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Marketing in the Era of Accountability
This report identifies the marketing practices and metrics that truly increase profitability. In this most comprehensive analysis of the communications process to date, authors Les Binet, European Director, DDB Matrix, and Peter Field, Marketing Consultant, have drawn key quantitative findings from 880 national case studies taken from the IPA Databank.
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Measuring Marketing Payback
Increasingly, marketing personnel are being asked to measure the effects of marketing and to demonstrate how it adds value. This FREE best practice guide, produced in conjunction iwth ISBA, is aimed at anyone who wants to measure marketing payback in financial terms. It offers practical tips on measuring the effectiveness of activity and how to calculate the contribution to shareholder value. Free to download.
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New Models of Marketing Effectiveness
The third publication in the IPA Datamine series is a practical guide to integration today, analysing the methods of organising marketing communications and exploring the strengths and weaknesses of each approach. The authors are Kate Cox, John Crowther, Denise Turner and Tracy Hubbard; the companies involved were i to i research, MPG Media Contacts and Publicis.
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Price Promotion During the Downturn: Shrewd or Crude?
Price promotion during the downturn: shrewd or crude?, reveals that brand owners are giving in to retailer pressure by increasing their spend on price promotions in-store, despite evidence that it makes no commercial sense and can in fact cause long-term damage to the brand. Members: £10+VAT / Non-members: £25+VAT
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Pricing for the Upturn
How communications can help brands price for profit. Members: £10+VAT / Non-members: £25+VAT
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Social Media Futures
This 10-year perspective is the sequel to the original 2006 report, The Future of Advertising and Agencies, which put forward three alternative scenarios for the future of commercial advertising. This latest report explores in greater depth the consumer-led scenario in the context of social media (social networks, blogs, virals etc) and its likely impact on the ad industry. Members: £59.50+VAT / Non-members: £70+VAT
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The Future of Advertising and Agencies Report
This report sets out the findings of the extensive research and consultation process, conducted by the Future Foundation for the IPA. The report outlines what advertising will mean in the future, what the agency of the future will look like and how agencies may get paid. Members: £150 / Non-members: £300
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The Intangible Revolution
A definitive collection of the latest thinking on the reporting of intangible assets. The report challenges CEOs, CFOs, company secretaries and corporate communications directors to develop a relationship with representatives from the IPA community to present a truer picture of intangible assets and the value they generate. Free to download.
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The Link Between Creativity and Effectiveness: 2011 Update
This report features an updated analysis of the correlation between a campaign’s performance across the creative awards recognised by The Gunn Report, and its business performance in the IPA Effectiveness Awards Databank. It draws from a sample of 435 IPA case studies spanning 16 years, allowing for a demonstration of the time trend to the link between creativity and effectiveness. Members: £10+VAT / Non-members: £25+VAT
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The Link Between Creativity and Effectiveness: 2010 Report
This research analyses the correlation between a campaign's performance across creative awards as recognised by The Gunn Report, and their business performance in the IPA Effectiveness Awards databank (2000-2008). The research shows a direct correlation between strong advertising creativity and business success, with creatively-awarded campaigns being 11 times more efficient. Members: £10 / Non-members: £25
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The Marketing Opportunities for Advertisers and Agencies in Multicultural Britain
This report provides the advertising industry with an update on the rapidly expanding multi-cultural landscape of the UK; both as a potential employer and a market place. Members: free / Non-members: £15
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