Hull rejoins IPA for industry initiative in image and training

Janet Hull, the one-time driving force behind the IPA Effectiveness Awards, is rejoining the trade body to spearhead its five-year initiative aimed at boosting the perceived value of agencies to clients.

She returns as the head of marketing with a brief to develop a coherent plan and identify the target audience for it within client companies.

Her appointment comes three months after the IPA council endorsed the plan to make the industry more professional and improve the calibre of staff training so that agencies are better remunerated for what they do.

Hull will report to a group chaired by Jerry Hill, the chief executive of Initiative Media, which will oversee the development of the strategy.

Hamish Pringle, the IPA's director-general, said: "The plan isn't revolutionary. These are aims we've been constantly trying to achieve. What's different is that we've now given them an overt and single-minded focus."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).