IPA backs the cause of creative services staff in ad agencies

The IPA is acting to halt what it claims is a serious under-investment by ad agencies in creative services.

The trade body has agreed to relaunch its creative services committee to help staff in the sector make their case to senior managers.

The move follows a dramatic decrease in the size of ad agency creative services departments, and the news last month that Ben Langdon, the chief executive of Euro RSCG London, has closed his agency's traffic department.

Last year's IPA census showed that the number of creative services staff in member agencies had fallen by 15 per cent since 1997.

The relaunch plan arose out of a forum held last week by White Door, the consultancy that works with creative advertising agencies. The first committee meeting, with representatives from up to ten agencies, will take place within the next month.

It will stress the importance of creative services staff in terms of client retention and agency profitability.

"The value of the role of creative services has often been hidden under a bushel," Jim Hubbard, the White Door managing director, said.

"These unsung heroes are managing levels of risk that would give a management consultant a heart attack or a very fat fee."


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.


1 Job description: Digital marketing executive

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).