- The IPA is to widen its membership rules to allow marketing services agencies to sign up as the ad industry's trade body moves to reflect the increasing integration of advertising and marketing communications functions.
The IPA's membership rules were first drawn up in the 1920s and have remained little changed since.
The IPA has already begun to accept new media agencies into its ranks, with i-level and Profero being among early joiners. The new move will extend the IPA's membership base more widely to include agencies from sectors such as sales promotion and direct marketing.
Nick Phillips, IPA director general said: "The mission of the IPA is to serve, promote and anticipate the collective interests of our members and this is precisely what we are doing. The market is changing and we are changing with it. Of course, we will never let our standards slip and the IPA membership selection process will remain as rigorous as ever. Neither will we ever forget that advertising, in its broadest sense, is at our core."