IPA argues case for calculating agency ranking by income

The Institute of Practitioners in Advertising is debating whether to issue agency income figures as an alternative to billings data as a means of ranking agencies.

The Institute of Practitioners in Advertising is debating whether

to issue agency income figures as an alternative to billings data as a

means of ranking agencies.



The IPA is canvassing its members’ views on the proposals, which some

believe would give a more accurate indication of an agency’s size and

position in the market.



The idea would not be to replace the billings-based league table, but to

introduce an alternative system of ranking agencies based on their

actual income.



The existing billings system is useful because it can be checked

externally against MMS or AC Nielsen Meal. But as more agencies are

working for clients in ways which do not involve above-the-line media

spend, billings are thought by many to be an imperfect reflection of an

agency’s success.



Nick Phillips, the chief executive of the IPA, said that nothing would

happen without the consent of the majority of IPA members.



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