The Institute of Practitioners in Advertising is to speed up
communications with its member agencies by going on the Internet.
The IPA will launch its own Web site next week as part of a plan to get
important information to key agency staff as quickly as possible.
The move comes as increasing numbers of major agencies link up to the
Net. IPA officials are confident that smaller shops will follow.
The IPA says the big advantage of being on the Net is that urgent
information, such as important court decisions affecting advertising
law, can be communicated directly to agency staff, who won’t have to
wait for a memo from their chief executive’s office.
Nick Phillips, the IPA’s director general, commented: ‘The speed of
communication that people require is getting faster and faster. When I
joined the IPA seven years ago, the debate was whether we used first- or
second-class post. Now not even faxes are fast enough.’
He continued: ‘The problem has been that in an agency of 300 people only
one person may receive our message. But there’s no reason why the
message shouldn’t go directly to everybody.’
The system will also allow the IPA to target its information more
effectively by monitoring who is pulling down the Net data that it
John Bartle, the IPA president, said: ‘Going on the Net is important
because it’s making a statement about the IPA and shows that we’re up to
date and contemporary.’