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IPA member agencies and other industry experts offer advice, share their views and highlight challenges and opportunities in engaging and incisive posts
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Blog
True’s Ellie Nicolaou shares her take on the IPA TouchPoints launch, where the spotlight was firmly on a unique, customer-centric, annual cross-media dataset – connecting with Gen Z on a...
Ellie Nicolaou
4th July 2025
IPA Chair for Scotland, Jim Kelly, celebrates the incredible creativity at Scottish agencies and explains why it is something that we should all cherish and champion.
Jim Kelly
19th June 2025
IPA Chair for Northern Ireland, Brian Scott, explains how agencies in Northern Ireland are responding to Karen Martin's agenda, and why they are ready to pick up the baton.
Brian Scott
12th June 2025
Eda Incekara, Marketing and Insight Manager at Route Research, explores the growing commercial value of women's football and the strategic role Out-of-Home (OOH) advertising can play in this...
Eda Incekara
1st June 2025
True's Ellie Nicolaou writes about her experience as an Account Executive Apprentice in Adland - no fluff, no filler, just a first-hand look at how she thinks, works, and rewrites the rules as a...
29th May 2025
After a lively IPA-hosted debate on influencers at Advertising Week Europe, we asked two of the speakers, Sabrina Francis, Strategy Partner, The7Stars, and Thomas Walters, Europe CEO and co-founder...
Sabrina Francis, Thomas Walters
In marketing, strategy is often viewed through a data-heavy, goal-oriented lens. Yet it can be far more potent when approached as a form of narrative creation rather than merely a function of...
Leanne Tomasevic
Given how much we know – thanks to the work of the IPA, Binet & Field, System1 and many more – about the power of consistency to build brands and businesses, it seems natural to ask why everyone...
Matthew Gladstone, Stewart Lees, Stephanie Tuesley
The new IPA Effectiveness Leadership Group Chair, Cressida Holmes-Smith, CEO, Lucky Generals, says it is vital that everyone has access to the essential ingredients for effectiveness.
Cressida Holmes-Smith
Sue Unerman, Global Chief Strategy Officer, Brainlabs, challenges conventional thinking about creativity, highlighting the need to uproot and reconsider traditional practices to foster effective...
Sue Unerman
Paula Torres Moneu, Senior Strategist at Golley Slater, explores how external drivers of change in the media landscape have influenced the development and implementation of communications plans.
Paula Torres Moneu
27th May 2025
IPA Chair for England & Wales, James Ray, outlines his agenda to champion, celebrate and support world-beating creativity at agencies across England and Wales, and explains why agencies sit in the...
James Ray
21st May 2025
Mental health trainer Patrick Melville explores why community and belonging are so important and how small, prosocial acts can keep us connected.
Patrick Melville
14th May 2025
Since 1975, women have taken the opportunity to pursue careers that had previously been inaccessible to them. Today, midlife female creatives should be leveraging their experience and skills to tap...
Jane Evans
4th May 2025
JourneyHR's Jessica Anderson-Ramshall explores how, following an uptick in mid-to-senior-level transitions, agencies can retain their top talent and build a strong pipeline of future leaders.
Jessica Anderson-Ramshall
22nd April 2025
HeyHuman's Neil Davidson looks at what agencies can do to adopt Generative AI meaningfully, without losing creativity as a part of the process.
Neil Davidson
16th April 2025
Sam Knowles, Founder and Chief Data Storyteller at Insight Agents, explains the six universal principles of asking smarter questions and why we should embrace our inner five-year-old and start...
Sam Knowles
11th April 2025
Collective's Adam Cleaver explores how, with a digital twin in place, AI becomes a powerful ally rather than a risk, allowing brands to explore new ideas without compromising accuracy or integrity.
Adam Cleaver
10th April 2025
Anything is Possible's CEO and Co-Founder Sam Fenton-Elstone explains why the agencies that thrive won’t be the ones that adopted AI the fastest. They’ll be the ones that use it with intent. To...
Sam Fenton-Elstone
2nd April 2025
MG OMD's Robert Beevers explores how shifting from rigid job descriptions to a task-based model creates more adaptable, inclusive, and commercially successful teams,
Robert Beevers
31st March 2025
True's Ellie Nicolaou comments on the IPA Insight Summit 2025 which highlighted the importance of data-driven marketing strategies that resonate with Gen Z. She argues that brands must adapt to the...
20th March 2025
Four years after creating a plan to develop shared effectiveness principles, Drummond Central attained IPA Effectiveness Accreditation in 2023. These are some of the lessons learnt from the...
Emma Chaplin
18th March 2025
Performance reviews for senior executives, including CEOs, set a good example, correct business goal misalignment, and bolster their confidence.
Gwyn March
10th March 2025
The art of media planning is fading as data and AI replace human intuition. But true planning blends creativity with data to shape culture, not just chase metrics. This is a call to revive the...
Caroline Manning
3rd March 2025
IPA Director of Effectiveness Laurence Green explores the key lessons from the 2024 IPA Effectiveness Awards 2024, and in particular - what we can all learn from the success of family-owned brands.
Laurence Green
28th February 2025
MG OMD's Robert Beevers explains that while the future of work will be shaped by AI, how we shape it is still up to us, and by actively involving neurodivergent individuals in shaping AI’s evolution.
25th February 2025
Last year, Poppy Pressland attended the event at Bicycle in London and is now a Search Executive at the agency. Here’s what she and the Bicycle team took away from the day, and why they believe...
Poppy Pressland and Lucas Miracca
24th February 2025
In a climate emergency, marketing can no longer just be about selling more stuff. It needs to switch demand away from high-carbon, high-impact consumption. These examples show demand switching in...
Leo Rayman
19th February 2025
Yonder Media's Chen Cui was awarded a distinction for this Advanced Certificate in Communications Planning essay explaining why planners should act as the glue across an agency if you want to...
Chen Cui
17th February 2025
Anything is Possible’s Co-founder explains how the agency achieved Effectiveness Accreditation twice, won its first IPA Effectiveness Award in four short years – and reveals its future goals.
13th February 2025
When the agency reluctantly decided not to submit a paper to the 2022 IPA Effectiveness Awards, it was the first time I had withdrawn from writing an awards entry. Two years later, we won with our...
David Lucy
From advertising to grow pricing power or trust and using testing to support the business case for brand building, Warc has picked five proven approaches others can learn from in the most recent...
Catherine Driscoll